As 2024 unfolds, B2C marketers are faced with a crucial question:
Where will their budgets go?
Will they double down on existing strategies or pivot towards emerging trends?
To answer this, we surveyed 1,460 global marketing professionals from B2B and B2C companies to uncover the key B2C marketing trends shaping the year. From the rise of short-form videos to the importance of mobile-friendly designs, let’s look into the top five B2C marketing trends of 2024.
1. Short-Form Video Content Takes Center Stage
Short-form video has been a game-changer in the digital marketing landscape, and its popularity shows no signs of waning. Since TikTok pioneered the trend in early 2020, platforms like Instagram Reels and YouTube Shorts have also captured significant user attention. According to our latest research, short-form video content delivered the highest ROI for B2C marketers in 2023.
In fact, 34% of B2C marketers are prioritizing short-form video as their top trend for 2024. This format allows brands to connect with audiences in a dynamic and engaging way. For example, Last Crumb, an LA-based cookie company, has leveraged TikTok with impressive results. Their fun, user-generated, and studio-produced videos have garnered over 200K followers and 2 million likes.
The power of short-form videos: “For the generations that prefer to listen and watch their content, short-form videos offer a unique opportunity to showcase your brand personality more effectively than text or imagery alone. This format helps build stronger connections with your audience and fosters lasting loyalty.”
2. Mobile-Friendly Website Design is Essential
As mobile devices become the primary tool for online shopping, having a mobile-friendly website is no longer optional—it’s essential. Our survey reveals that 34% of B2C marketers view mobile-friendly design as a top priority for 2024.
Bill Lorimer, Associate VP of Ecommerce at SmartBug Media, explains why: “Mobile-friendly design is crucial for staying competitive and providing a positive digital experience. A well-optimized mobile site attracts on-the-go shoppers and boosts engagement. Additionally, search engines favor mobile-friendly sites, which translates into increased traffic and higher conversion rates.”
Investing in mobile optimization ensures that your e-commerce site performs well across all devices, leading to greater revenue potential and a more satisfying user experience.
3. Adapting Brand Values Through Content
Today’s consumers are more concerned with the values behind the brands they support. Content that reflects a brand’s values, especially regarding social responsibility, is becoming increasingly important. Manuela Gaitan, Head of Marketing at Awtana, highlights this trend: “Creating content that aligns with your brand’s values helps build a deeper emotional connection with consumers. It sets your company apart in a crowded market and can enhance your reputation.”
Researches shows that 46% of B2C marketers plan to invest more in content reflecting their brand’s values in 2024. This approach not only attracts like-minded consumers but also fosters long-term loyalty and trust. By showcasing a genuine commitment to social responsibility, companies can strengthen their brand identity and appeal to socially conscious customers.
4. The Reign of Influencer Marketing
Influencer marketing continues to dominate the B2C landscape. In 2023, 54% of B2C marketers collaborated with influencers, and nearly half plan to increase their investments in this area for 2024. Influencer marketing has proven to be one of the most effective tactics for achieving high returns on investment.
In my own experience, influencer marketing has driven me to purchase various products, from skincare to daily vitamins. This form of marketing leverages the trusted voices of influencers to sway consumer decisions and drive sales.
5. The Rise of Social Selling
Social selling is set to be a major B2C marketing trend in 2024. Our survey indicates that 30% of B2C marketers view social selling as a top trend for the year. Social media platforms are increasingly becoming the preferred channel for product discovery and purchase.
For younger generations, such as Millennials and Gen Z, social media is a key shopping channel. Approximately 27% of Millennials and 22% of Gen Z make purchases directly through social media apps. Brands that effectively integrate social selling into their strategy can tap into this growing market.
To succeed in social selling, start with the platforms where your brand already has a strong presence. For instance, if your brand has high engagement on Instagram, it makes sense to focus on selling products directly through Instagram’s shopping features.
Conclusion
The B2C marketing trends of 2024 reflect a shift towards more dynamic and engaging strategies. Short-form video content, mobile-friendly designs, brand value alignment, influencer marketing, and social selling are set to shape the landscape. By understanding and embracing these trends, B2C marketers can position their brands for success and effectively meet the evolving needs of today’s consumers.