Happy belated New Year! Now that we have said goodbye to 2024 overall, we can all say that this past year has been very demure and very mindful.
2024 has been quite a year for fun, quirky content. From Cucumber cases to brat summers, the Paris Olympics, and an adorable baby hippo named Moo Deng, we have really seen it all.
This year, some unique trends and content strategies have emerged.
- Gen Z Takes the Lead: Gen Z has been writing the marketing script, bringing a fresh and innovative approach to content.
- Mindful Marketing: There has been a shift towards more mindful and meaningful marketing, focusing on authenticity and values to develop connections
- Humour is King: Funny content has really been an uplifting presence during very uncertain times throughout the year
The Power of Authenticity
In 2024, user-generated content (UGC) has once again taken the spotlight, fuelled by TikTok's ongoing global content revolution. The preference for authentic content not only continues to drive engagement but also proves more effective than polished brand imagery in converting audiences.
In combination with UGC short-form video across TikTok, Instagram reel and YouTube shorts, connection and authenticity has driven the rise of some of the key viral content in 2024. However as of writing this article, the threat of America banning TikTok still looms, and it remains to be seen how such a decision could impact the global marketing landscape as America is a large contributor to the UGC space.
Gen Z Took Over 2024!
As many of us already know, 2024 was the year Gen Z stole the spotlight, not only in content and social media but also in consumer spending, particularly in the digital marketplace.
Despite representing only 30% of the population and around a quarter of the workforce, Gen Z makes up an oversized proportion of global consumers. They’ve become one of the most influential markets to tap into.
Understanding Gen Z’s preferences is crucial for marketers aiming to engage this dynamic cohort.”
Like younger generations before them, Gen Z is a key driver of global trends. This year, they were instrumental in popularising the "brat summer" trend, which took the world by storm.
As a result, other marketers leaned into stereotypes about Gen Z as a creative way to gain traction on social media. A prime example was the viral "Gen Z marketing script" craze, embraced by businesses and brands as a playful nod to the generation’s quirks.
Fostering Connections
This year, creating meaningful connections became a key focus, with people seeking common ground online and gravitating toward authentic brands, especially on social media.
Ben Harms, in a Vogue article, explained: “Because Gen Zs came of age in an era where they’re constantly bombarded with content and information via social media, they consider inspiration and discovery foundational to their experience and even core to who they are,”
Brands that embrace authenticity on social platforms can cut through the clutter and stand out. This is why UGC continued to drive conversions in 2024.
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TikTok, in particular, has emerged as a major hub for community-building, despite its ups and downs. This is largely due to the platform functioning as both a social network and a search engine.
https://www.tiktok.com/@logagm For example, TikTok creator Logan Moffitt (@logagm) has built a massive following around his unique passion for cucumbers and Korean cuisine. Moffitt’s community is united by their shared interest in these topics, something that initially seems quirky but resonates deeply with many.
This sense of community shows that there’s more to the internet than just negativity. Amidst the turbulence of 2024, people are increasingly seeking connections with others who share their interests, even if it’s just something as simple as a cucumber!
Laughter is the best medicine
Amidst the uncertainty of last year, humour proved to be a powerful antidote, driving some of the most viral moments of 2024. Finding laughter in the most random situations not only entertained, but also helped brands forge stronger connections with their audiences.
One of the standout trends this year was a “very demure and very mindful” TikTok created by @joolieannie. The trend’s success sparked widespread adoption by brands, including Lyft, the car hire company. Lyft cleverly embraced the phenomenon, generating over 600K views and significant positive engagement on their TikTok video.
Humour also impacted consumer buying decisions in a big way. Studies show that 90% of people are more likely to remember ads that are funny, and 72% would choose a humorous brand over its competitors. In 2024, cultivating humorous content also ties back again to authenticity. When brands are more authentic and even in some cases take the mick, they can feel more authentic to the consumers.
For example, CeraVe smashed it in terms of comedic value with their viral campaign featuring Michael Cera. The idea originally sprouted on Reddit and was embraced by the brand in a playful video that truly stood out amidst the clutter.
To wrap it all up
The trends we’ve highlighted from 2024 aren’t going anywhere. As Gen Z continues to mature and grow their economic influence, they will remain a key consumer group to watch in 2025. Additionally, as economic and political fractures persist, the need for meaningful connections and a good laugh will only grow stronger in the year ahead.
*for more consumer insights we will be following up soon for some key trend predictions in 2025!!*
