9 Content Marketing Trends You Need to Know in 2024

Amid evolving trends and social media algorithms, one thing has remained constant—the need for content to market your brand. Every marketing strategy across every channel needs some form of content for proper execution. Even as strategies and channels change, content remains essential to making them work.

With 4.95 billion active social media users globally, the demand for relevant and engaging content has never been higher. This vast audience is driving the rapid evolution of content marketing trends, influenced by shifts in consumer behavior, preferences, and market dynamics. To maximize the impact of your content marketing and stay competitive, it’s crucial to stay ahead of these trends that are shaping the landscape and will continue to do so moving forward.

1. There Will Be a Bigger Focus on Quality Over Quantity

At some point, publishing frequency was an important factor that had some impact on social media algorithms and search engine rankings. This compelled brands to push out lots of content consistently to ensure better visibility across social media and search engines. Many of them may have felt forced to keep creating content even if they couldn’t keep up with it due to limited time or resources. As a result, the quality of their content also likely suffered, which really didn’t do them any favors.

Now, the focus has shifted toward enhancing the content production process to ensure higher quality and, consequently, greater effectiveness. Instead of pushing to produce large volumes of subpar or mediocre content at an unsustainable pace, brands have already begun realigning their efforts to prioritize and elevate content quality.

2. Content Marketing Will Become More Data-Led

As the need to create more targeted, high-quality content increases, brands will have a renewed interest in data. However, this may prove to be a bit more difficult with cross-app tracking getting banned by Google and Apple now requiring brands to ask users for permission to track their IDFA identifier. Fortunately for content marketers, first-party data can reveal high-quality insights to inform your content strategy.

A data-led content marketing strategy will allow you to deliver content based on the unique needs of different audience groups. As a result, you can more effectively address their pain points and drive them closer to a purchase decision.

3. AI-Powered Content Marketing Will Grow in Popularity

AI technology is evolving at a rapid pace and is making waves in the content marketing landscape as well. For instance, Google’s RankBrain algorithm uses AI to sort search results and deliver better matches to searchers.

Now there are also AI tools that can automatically write articles or even develop intricate visuals. While AI-generated copy might be able to help marketers create content at scale, there’s much debate about the ethicality and sustainability of this practice. 

In fact, Google’s John Mueller has been reportedly calling AI-created content “spam.” It’s even against the company’s webmaster guidelines, which means that even if they’re not doing it now, Google will soon come up with a strategy to crack down on AI-generated copy. So cautious content marketers are still hesitant about leveraging these tools to aid content creation.

However, this doesn’t negate the rising popularity of AI-powered tools to aid other aspects of content marketing. Tools like Grammarly and Wordtune can help you fine-tune your copy more easily, for example. You can also find tools like MarketMuse, which uses AI to help with content planning, keyword research, competitor analysis, and content briefing. It even analyzes your content and provides you with suggestions to optimize it and improve your overall authority.

4. Shoppable Content Will Drive Social Commerce

Over the past few years, social media platforms have been putting a significant focus on social commerce. This has led to the introduction of tools and features that allow for a more seamless buying experience. Now businesses can set up social media storefronts and create shoppable content, making it easier for users to buy products without ever leaving the app.

With shoppable content seeing more widespread adoption, it will significantly drive social commerce come 2024. More and more brands will be adding product tags to their social media posts, which will enable customers to either find out more about the featured product or buy it directly on the platform. This not only shortens the buying journey, but it also improves the brand experience.

Even for brands that don’t have the option to add checkout buttons within social media, the shoppable content feature still offers massive benefits. It helps them drive more traffic to their websites, which can lead to higher conversions. Brands like Barbour, for instance, saw their site traffic from Instagram increase by 98% and their sales grow by 42% after creating shoppable posts.

Beyond organic shoppable posts, brands will also get more used to leveraging shoppable content in their paid promotions. This would involve delivering shoppable posts as paid advertisements so brands can target relevant users who aren’t yet following their brand on social. In other words, these ads will be able to take people directly from the discovery stage to conversion.

5. Podcasts Will See a Steady Rise

With podcasts offering a convenient way for people to consume content while multitasking, their popularity will continue well into 2024. According to the latest podcast statistics, there are more than 3 million podcasts and 460 million people listening to them. 

As this trend grows, brands are increasingly tapping into the lucrative advertising opportunities that podcasts present. Podcast advertising revenue in the U.S. has surged to an impressive $3.2 billion, highlighting the medium's expanding influence and appeal among advertisers. With this momentum, the industry is positioned for even greater growth, cementing podcasts as a powerful platform for reaching engaged audiences.

So if your brand isn’t already leveraging podcasts in your content marketing strategy, 2024 could be your year. Whether this involves creating your own podcast content, getting featured in some other podcast, or promoting your products through podcast ads–make the most of their popularity to expand your reach.

If you have an existing podcast strategy, it’s time to ramp it up to get ahead of the competition. Consider experimenting with different styles (interviews, Q&A sessions, etc.) to see what works and make sure to test different durations to fine-tune your strategy. Invite influential guests to get your podcast in front of even more people and expand your reach. The goal is to ensure that your podcast investment yields high returns, so you should constantly revamp and realign your strategy for a bigger impact.

6. Short-Form Video Will Continue to See Exponential Growth

There’s no denying that short-form video has dominated social media in recent years, largely due to platforms like TikTok. With TikTok surpassing 1.6 billion active monthly users, it's clear just how widespread the app's influence has become.

Additionally, Instagram's introduction of Reels further fueled the growth of short-form video content. The platform actively promoted this format, with its algorithm prioritizing Reels over other types of content, making it easier for users to achieve virality.

As we move forward, the trend of short-form video content is expected to continue its momentum. Social media users will likely consume even more short-form videos while maintaining the trend of creating Reels and TikTok content. Brands can capitalize on this by incorporating short-form videos into their content strategies and collaborating with creators who specialize in this popular format.

Diversify your 2024 content marketing strategy to ensure that short-form videos are strategically used to drive engagement across various social media channels. You may consider creating more Reels with a sprinkle of regular Instagram posts or even repurposing your TikTok content for other platforms.

7. Brands Will Boost Engagement through Interactive Content

As attention spans become shorter, brands are struggling to actively engage their audience at various touchpoints. However, the rise of interactive content has helped to combat this major pain point by enabling brands to leave a lasting impression on their audience. Since interactive content allows the audience to participate actively instead of consuming it passively, it’s highly effective to capture and retain their attention.

Content such as polls, quizzes, surveys, and calculators are perfect for getting the audience involved. Many brands have started to add interactive elements to their website to create custom experiences for their customers. For example, Maison 21G has a scent personality quiz that would allow customers to create a personalized perfume.

Source: maison21g.com

Additionally, augmented reality technology has been popularly utilized in recent years to better engage shoppers. With this technology, brands have been able to create immersive experiences so customers can simultaneously interact with the brand and their surroundings. This may involve using AR filters to place the brand’s products in their space or to virtually explore the brand’s stores and factories.

For example, the Ikea Place app allows shoppers to “place” Ikea products into their homes to see how they would look in the space before they finalize the purchase. This saves them the hassle of having to first bring home and assemble the product only to realize that it doesn’t really fit with the rest of the space.

8. UGC Will Remain a Key Strategy

Amid all the new tactics and changes, the role of user-generated content remains a constant. Even though consumer trust in influencers may have gradually shifted, their trust in fellow consumers continues to stay the same. That means brands will keep leveraging UGC to boost engagement and win the trust of their audience.

In fact, according to the latest UGC stats, content created by consumers is considered the most authentic over brand-created content and stock imagery. About 92% of consumers feel that UGC is useful and believe what other customers are saying about a brand. Additionally, 72% of brands also believe that UGC helps them to engage their customers and build trust in their brand.

So UGC isn’t going away soon and will continue to play a vital role in content marketing strategies for major brands and small businesses alike. User-generated content has been particularly strategic for industries such as skincare and beauty, where it’s crucial to show proof of how the product works. Ulta Beauty, for instance, regularly shares posts and Reels from influential and regular customers alike to put a focus on some of the products they sell. Read more abouts UGC and UGC marketing agencies.

9. The Rise of Niche Communities and Micro-Influencers

The rise of niche communities and micro-influencers is significantly shaping the landscape of content marketing. As audiences become increasingly fragmented, traditional broad marketing strategies are losing their effectiveness. Instead, businesses are turning to micro-communities—small, dedicated groups centered around specific interests or identities. These communities foster a sense of belonging and engagement, allowing brands to connect with highly targeted audiences in a more meaningful way.

Micro-influencers, who typically have smaller but more engaged followings, are becoming essential in this context. They can authentically promote products within these niche communities, leading to higher trust and engagement levels than traditional influencers.

By focusing on these smaller, passionate groups, brands can tailor their messaging to resonate deeply, enhance brand loyalty, and drive organic growth through genuine interactions.

This trend emphasizes the importance of understanding audience passions and contributing value within these communities, positioning niche marketing as a powerful strategy for success in 2024 and beyond.

An excellent example of leveraging niche communities and micro-influencers is the campaign by OTBT (Off The Beaten Track), which specializes in women’s casual and travel shoes. They have successfully collaborated with over 400 micro-influencers, each with followings of 5,000 or fewer, to authentically promote their brand. This approach has significantly increased their visibility and engagement, reaching an estimated annual audience of 750,000 potential customers.

Bonus: Team Structures Will Evolve

Emerging technologies and current market landscapes have a distinct impact on how content marketing teams will function. As companies experience layoffs and hiring freezes, we may yet see various roles merging into one. In many cases, marketers will take over content creation as the need for subject matter expertise becomes crucial for establishing authority and improving content quality.

Organizations are starting to realize that content marketing teams work better when every member stays up to date on the latest trends and can quickly adapt to changes. These changes may be in the form of the tools used, the technologies being implemented industry-wide, and the way consumers behave. For starters, teams will need to prepare for evolving AI tools and learn to better utilize first-party data to keep up with the upcoming changes.

Gear Up for a Winning Content Strategy in 2024

Understanding the trends that dominate and the ones requiring your attention allows you to realign your content marketing efforts toward tactics that deliver results. In 2024, the focus shifts to data-led content that is more targeted and high-quality, while short-form videos, interactive content, and user-generated content continue to rule the landscape. Brands can leverage AI tools to streamline and optimize various aspects of their content marketing, ensuring they stay aligned with the latest trends.

About the Author

Nadica Naceva

Writer

Nadica Naceva, Head of Content at Influencer Marketing Hub, is a seasoned writer and reviewer with in-depth expertise in digital and content marketing. Leveraging her extensive experience in guiding content creation and strategic direction, Nadica brings a critical eye and analytical approach to reviewing articles and educational pieces. Her commitment to accuracy, integrity, and innovation with each review helps IMH grow as a leading source in influencer marketing. Her insights are backed by first-party data, ensuring content meets the highest standards of relevance.