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Trend

Marketing via Content

In recent years, social media has evolved from a mere communication tool to a powerful marketing platform. Companies are increasingly recognizing the potential of social media to drive engagement, boost brand awareness, and generate sales.

One of the most telling indicators of the rise in social media marketing is the substantial increase in advertising spend. Social media advertising spend is projected to reach $219.8 billion in 2024, with mobile generating $255.8 billion by 2028.

This significant investment underscores the importance companies place on social media as a primary channel for reaching and engaging with their target audiences.

Video content, particularly short-form videos, continues to dominate social media platforms. According to Sprinklr, short-form video content will maintain its popularity in 2024, driven by platforms like TikTok, Instagram Reels, and YouTube Shorts.

These short but engaging clips resonate particularly well with Gen Z and millennial users, making them a crucial component of any social media strategy.

Moreover, long-form videos are also seeing a resurgence.

TikTok, for instance, has been pushing longer videos, including 30-minute uploads, to keep users engaged for extended periods.

This trend highlights the versatility of video content in capturing audience attention and driving engagement.

Additionally, social media platforms are increasingly becoming preferred shopping destinations.

Consumers aged 18 to 54 now favor social media for discovering new products. Platforms like TikTok and Instagram are integrating shopping features, making it easier for users to purchase products directly through social media.

This shift towards social commerce is transforming how brands interact with consumers, blending entertainment with shopping experiences.

Influencer marketing also continues to grow, with brands increasingly collaborating with social media personalities to promote their products.

Influencer marketing expenditure reached $4.14 billion in 2022, and shows no signs of slowing down.

Micro-influencers, in particular, are gaining traction as they offer more authentic and relatable endorsements compared to traditional celebrity endorsements.

Marketing via content isn’t going away anytime soon, and here’s how to capitalize on it:

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