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How Brands Should Be Marketing Themselves in 2024

Let's get straight to the point. It's 2024, and a new year means a new marketing strategy that keeps your brand competitive and works. Here are some marketing strategies your brand should be doing.

1. UGC and Influencer marketing 

UGC and IM leverage short-form videos and involve reaching out to external creators. UGC is created by everyday individuals promoting products naturally with no compensation or paid UGC creators crafting authentic-looking content. The key is it feels raw, with 79% of consumers finding UGC influential in their purchasing decisions. It allows consumers to visualize the product in action and provides an authentic perspective, contributing to its effectiveness.


Influencer Marketing (IM) involves paid brand deals between influencers and businesses, where creators are paid to promote products. 63% of customers are more likely to buy from influencers they trust. It is important to choose influencer collaborators wisely, by evaluating their relationship with followers. Consider micro-influencers, who may have a more engaged following. 


2. Investing in “in-house” creators

With social media being such a rapid platform, having an in-house content creator team is crucial for brands. It reduces costs, improves time efficiency, and offers more control over brand image and communication. Whether by hiring and training staff or bringing on influencers directly, who in turn bring in their followers, this approach ensures faster, focused, and carefully crafted content aligned with your brand identity. It reinforces the idea that your employees genuinely embrace your brand's culture and products—because passion sells.

3. Be aware of trending social media topics and use them

To thrive in the digital space, staying current is key, with trends going in and out rapidly. Gen Z and millennials, who are the social media majority, gravitate toward trends—be it in pop culture, fashion, or humor. Brands can harness these trends easily, as they're everywhere online. By creatively incorporating them into marketing and brand identity, your brand can connect with audiences that resonate with these trends, drawing them in like a moth to a flame. 

4. Short-form video Content that feels “Creator styled”

This resonates with current content trends, such as 'Facetime' content and 'A Day in the Life With Me' videos. The emphasis on transparency and authenticity in these formats offer relatability to audiences and are easy to digest with its short duration, fostering engagement with your content and, consequently, your services or products.


5. TikTok as a search engine

As TikTok gains popularity as an information hub for news, products, and music, you name it, brands must adapt by integrating SEO tactics and keywords into their videos. Optimizing content for search visibility is crucial for maximising engagement in the age of video-centric information consumption.

6. AI tools for efficiency and inspiration

I know we are all scared of A.I replacing us, but A.I truly cannot replace the essence of human creativity. Instead, A.I. excels at streamlining mundane tasks like mass email marketing, content editing, and most importantly, data and reports on customer behaviors that can influence your marketing strategies. This not only boosts efficiency but also frees up time for more creative endeavors and faster content delivery.

Google Analytics for websites to track customer performance and data 

In today's digital age, marketing is chronically online, driven by platforms like TikTok and Instagram. It is clear that audiences seek short-form video content that feels authentic and in aligned with trends, for their information. With the need to be constantly up to date with customer preferences and trends, AI tools are extremely helpful in streamlining mundane tasks so more energy can be put into creativity in branding. With these tools and new concepts, think about how your brand can incorporate these into your marketing strategy while preserving your brand identity. 


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