As we enter the final quarter of the year, it’s a good time to reflect on the trends that have shaped 2024 and explore what 2025 has in store.
For brands in Ireland, and around the world, staying ahead of the curve is key to implementing successful campaigns and building brand awareness. From short-form video to tactics that engage Gen Z, let’s take a look at the trends that have shaped 2024.
Relevant Insights
Short form video leads the way
It’s no surprise that short form video content remains dominant. TikTok’s popularity has continued to soar while other platforms such as YouTube and Instagram have adjusted their strategies to capitalise on short form content in the form of reels and shorts.
In a bold move, Instagram highlighted the importance of short form content to the platform, with CEO Adam Mosseri rejecting the idea of increasing the length of reels. Short-form content sees 2.5 times more engagement than long form media, with 73% of consumers preferring shorter videos. As users crave fast-paced, engaging content, brands have been quick to jump on this trend.
The failed rebrand of Twitter
When controversial investor Elon Musk spent €44 billion to buy Twitter in 2022, users worried what the future would hold for the then extremely popular and largely reliable social media app. They were right to worry!
The introduction of subscription-based content, a failed rebrand and an irresponsible lack of content moderation has slashed Twitter’s (now X) valuation by a staggering 80% since Musk took over. X Premium was then introduced in late 2023 to widespread criticism, with those willing to fork out $8 a month gaining access to verification, zero ads and higher reply prioritisation.
This, along with Musk summarily dismissing the platform’s 1,500 strong moderation team, has caused untold damage to the user experience and the platform’s credibility.
Newsjacking and trendjacking
In 2024, trendjacking rose to prominence in PR and marketing as brands jostled to stay relevant in a time of fast-moving social media trends. While newsjacking has been a key element of reactive PR for years, trendjacking has become a very handy marketing tool in recent times, with brands jumping on trending topics to gain views and interactions.
Currys did a stellar job ‘allowing their gen z intern write the marketing script’ in a TikTok that has now amassed over 2 million views and multiple news articles. Just like newsjacking, the key to trendjacking is to pick your moments, don’t overdo it and try to avoid tired or overused trends.
AI-generated content
The accessibility of AI has exploded in 2024, impacting multiple areas of life including PR and marketing. The idea that an online tool can write copy, format documents and brainstorm ideas quicker than we can open a word document seems too good to be true – and you could argue that it is.
AI can be extremely beneficial and does reduce the time needed for mundane tasks, however it should be used sparingly when it comes to the more creative aspects of PR and marketing such as copywriting or graphic design.
Relying on AI to create content is a dangerous game as it takes the essential human touch out and may hinder a brand’s voice, leading to negative brand sentiment. Research carried out by Getty Images reports that 87% of people find it important for images used by brands to be authentic, highlighting that consumers find human creativity to be a non-negotiable part of advertising and marketing.
Social media as a search engine
An emerging trend among Gen-Zers (which can be expected to continue with Generation Alpha) is the concept of using the likes of TikTok or Instagram as a search engine.
A Forbes study discovered that Gen Z is 25% less likely to consult Google when searching, with a massive 44% of young people discovering new brands on social media daily. This shows why brands must prioritise social media SEO to build brand awareness amongst the younger generations. Using keywords, hashtags and locations can ensure that your brand is discovered by more users.
2025 predictions
As 2024 draws to a close, it’s clear that some brands are moving away from influencer-led content. This trend suggests that 2025 will usher in a new era of user-generated or even employee-generated content, which is seen as more authentic, leading to a more positive brand sentiment among consumers.
Elsewhere, it’s clear that AI is here to stay and will remain an important tool for marketers and PR pros. Here, those who can strike a balance of leveraging the power of AI while maintaining a clear and distinct brand voice will have an advantage.
At Cullen Communications, we understand the importance of staying ahead in the always evolving social media sphere. Our team delivers up-to-the-minute insights that can help tailor your strategy and boost your brand’s visibility. Contact us today for a free consultation and we’ll help you stay ahead of the curve.
About the author
Cara Conboy is a recent graduate who is interning with Cullen Communications and joined the team in 2024. Some of Cara’s interest areas include sponsorship, influencer marketing and copywriting.