10 Social Media Trends that All Retailers Should Know.

Digital Marketing Specialist

Hailey N.

Digital Marketing Specialist

Updated on 10 Dec 2024 – 8 mins read.

In the rapidly changing world of digital marketing, retailers cannot overlook the importance of social media. It is not just an advertising channel, but also a powerful bridge that helps brands build long-lasting customer relationships. Social media platforms are evolving quickly, requiring retailers to constantly update and adjust their marketing strategies. Below are 10 social media trends retailers need to master to maximize their marketing potential in the digital age.

1. AI Content Pushes Brands to Redefine Creativity and Authenticity

Artificial intelligence (AI) has evolved from being merely a support tool to becoming an essential component of digital marketing strategies. Tools like ChatGPT and Jasper.ai are empowering marketers to automate creative processes and analyze customer data more effectively. According to a Gartner study, 70% of companies utilize AI to enhance content quality and improve customer interactions.

While AI can optimize processes and generate content rapidly, the human element remains vital. Creating engaging stories, conveying brand personality, and establishing emotional connections with potential customers still depend on human creativity.

A notable example of this trend is Patagonia’s Worn Wear campaign, which has effectively leveraged AI to analyze environmental data and consumer behavior. By combining this analysis with compelling storytelling, Patagonia has created sustainable and creative campaigns that evoke strong emotions about protecting nature. This approach not only raises awareness but also fosters a loyal community of customers who value sustainability.

Patagonia’s Worn Wear Marketing campaign Case Study

2. From Retailers to Content Creators

Today, retailers have evolved from simply selling products to becoming content creators. Producing high-quality content not only boosts revenue but also fosters loyalty and establishes long-term relationships with customers. According to a HubSpot study, 77% of consumers are more likely to purchase from brands they follow on social media. This highlights that creating content aligned with customers’ preferences and needs can enhance brand awareness and influence purchasing behavior.

 

For instance, Sephora has effectively implemented a strategy of creating short makeup tutorial videos on TikTok. These videos are both creative and accessible, addressing the genuine needs of customers. Sephora has shared inspirational stories to help individuals, particularly those who feel insecure about their appearance, feel more beautiful and confident. These beauty tips not only teach users new skills but also cultivate a loyal community that actively engages with the brand’s campaigns.ampaigns.

Sephora Make-up Campaign Case Study

3. Gen Alpha: A New Generation, New Consumer Trends

Generation Alpha, those born from 2010 onwards, is rapidly becoming a significant consumer group for digital marketing campaigns. Growing up alongside technology, members of Gen Alpha are highly skilled at using social media platforms, particularly TikTok and Instagram Reels, from a young age. According to Statista, 65% of Gen Alpha prefer entertainment and meme-like content, such as trending and humorous posts on social media or creative reviews.

To effectively engage this demographic, retailers must craft campaigns that merge advanced technology with highly interactive content. Staying informed about consumer trends and content preferences on social media, and continuously refreshing advertising strategies will help brands distinguish themselves on these platforms.

For this case, we can observe an example thatFor this case, we can observe an example that, Coca-Cola capitalized on the popularity of TikTok and BeReal by launching its #RealMagic campaign. This initiative encouraged users to share their “real” moments with friends and family while enjoying Coca-Cola products. The brand utilized humor and current trends to create short, engaging videos that resonated with Gen Alpha. In doing so, Coca-Cola not only attracted attention but also established emotional connections, presenting itself as a fresh and modern brand to young consumers.

Coca-cola Real Magic Marketing Campaign Case Study

4. Long Content: Authentic and In-Depth Storytelling

While short videos on TikTok and Instagram Reels are still popular, long-form videos, especially those with deep and inspiring content, are becoming an increasingly strong trend. Podcasts, for example, offer listeners detailed stories, in-depth topics, and inspiring shares. Today’s consumers are seeking more than just entertainment; they want content that provides real value, useful information, and emotional connections. According to HubSpot, 54% of customers prefer watching long videos if they offer genuine value. Creating videos is not just for product promotion, but to tell the brand’s story, helping customers feel the value behind each product.

For example, Nike created a long-form video campaign called “You Can’t Stop Us,” not just to promote products but also to highlight values like perseverance, unity, and the power of sports. This video conveyed a strong message about overcoming adversity. In addition to the video, Nike also used blogs and podcasts to share stories of athletes, deepening emotional connections with the sports community.

Nike You Can't Stop Us Marketing Campaign Case Study

5. User-Generated Content (UGC): The Power of Community

User-generated content (UGC) has proven to be a powerful tool for building trust and loyalty among customers. According to Stackla, 86% of consumers trust UGC more than content created by brands. UGC can include reviews, social media posts, or images and videos of customers using products. Encouraging customers to share content not only increases trust and engagement but also creates opportunities to build a community around the brand.

 

For example, GoPro has successfully utilized UGC to foster a strong community. They encourage users to share videos shot with GoPro cameras through the #GoProAwards campaign. Users post videos showcasing themselves pushing their limits or capturing breathtaking footage from travel, adventure sports, and outdoor activities. GoPro has established an online community where customers share real-life experiences, which helps build trust and engagement with the brand. These UGC videos not only generate excitement but also demonstrate the quality and features of the products, ultimately driving sales.he quality and features of the products, ultimately driving sales.

GoPro Award Marketing Campaign Case Study

6. Ad Personalization: Creating the Right Experience at the Right Time

One of the most significant trends today is personalized advertising on social media. According to Epsilon, 80% of consumers are more likely to purchase from brands that offer personalized experiences. By utilizing data to target customer behaviors and preferences, brands can create more effective advertising campaigns. The combination of AI and machine learning allows for real-time analysis of customer behavior and enables adjustments to campaigns for optimal results.

An excellent example of a personalized campaign is Spotify Wrapped. Each year, Spotify provides users with a summary of their favorite songs, artists, and listening habits. This not only boosts engagement but also encourages users to share their results on social media, helping Spotify attract new users.

Shopify Wrapped Marketing Campaign Case Study

7. Optimizing for New Social Media Platforms

The rise of new social media platforms like Threads and BeReal is prompting brands to quickly adapt their marketing strategies. These platforms offer not only fresh channels for promotion but also opportunities for direct interaction with customers, allowing brands to build closer relationships with younger audiences.

BeReal and Thread, despite being relatively new, has generated significant interest among young people thanks to its focus on sharing authentic, real-life moments. Brands are starting to actively engage with this platform, launching campaigns that resonate with users genuinely and straightforThread.

BeReal and Thread Social Media Content

8. Social Commerce: The Future of E-Commerce

Social commerce, or shopping directly through social media platforms, is becoming a powerful trend, especially as platforms like Instagram, Facebook, TikTok, and Pinterest integrate shopping features into users’ online experiences. Consumers today want convenience and the ability to shop instantly without leaving the platform they are on. This creates a tremendous opportunity for retailers to reach customers directly where they spend most of their time.

According to a Business Insider study, about 60% of consumers say they would buy products directly from social media platforms if the shopping experience was easy and convenient. This not only saves time for users but also allows brands to grow quickly by minimizing disruptions in the shopping journey. Additionally, these platforms allow retailers to leverage AI to personalize the shopping experience and create accurate, engaging ads.

For example, TikTok has launched the “TikTok Shopping” feature, allowing users to shop directly within the app without leaving the video they are watching. Fashion brand Boohoo was one of the pioneers, using this feature to increase sales. Integrating shopping into videos helps them connect directly with customers, creating a seamless shopping experience that boosts both revenue and consumer loyalty.

The future of social e-commerce

9. Building Long-Term Relationships with Influencers: Focus on Micro-Influencers

While campaigns with celebrities and large influencers are still popular, micro-influencers (those with smaller but highly engaged and loyal followings) are becoming an attractive option for many brands. According to Influencer Marketing Hub, micro-influencers have up to 60% higher engagement rates than larger influencers. This means that although they have fewer followers, each one is more likely to purchase and share brand experiences.

Retailers can leverage micro-influencers to build authentic and valuable advertising campaigns, especially when they partner with influencers who have a deep connection with their communities. These micro-influencers can help brands reach the right audience, create genuine interactions, and build loyalty.

For example, skincare brand The Ordinary has used micro-influencers in its marketing strategy. Rather than collaborating with famous influencers, they sought out beauty bloggers and experts with loyal, authentic followings. These micro-influencers helped the brand build a strong community and gain significant trust from consumers.

The Ordinary Influencer Marketing Campaign Case Study

10. Optimizing the Use of Omnichannel Marketing Strategy

Omnichannel marketing is becoming an essential trend in modern marketing strategies. Retailers need to not only optimize their online sales channels but also synchronize the customer experience across all platforms and touchpoints, from physical stores, websites, to social media platforms and email marketing. This helps create a smooth, consistent, and convenient shopping journey for customers while driving revenue growth and building long-term relationships.

Utilizing omnichannel marketing enables brands to easily reach customers through multiple touchpoints and provide a seamless customer experience. By combining technologies like AI and CRM, retailers can analyze customer shopping behavior and deliver personalized information and offers across each engagement channel, thereby boosting purchasing behavior and enhancing customer satisfaction.

For example, Walmart is a prime example of successfully implementing an effective omnichannel strategy. They have integrated their online store with physical locations, allowing customers to easily shop online and choose in-store pickup or vice versa, facilitating easy returns. This system not only saves time but also provides convenience, fostering long-term customer loyalty and brand connection.

Walmart Omnichannel Marketing Campaign Case Study

Conclusion

With the continuous evolution of social media platforms and rapidly changing consumer trends, retailers must always be ready to adapt and seize the latest trends to stay competitive. By mastering these 10 social media trends, retailers can enhance customer engagement, improve brand loyalty, and boost sales. Ultimately, social media offers endless opportunities for creativity and personalization, helping retailers deliver targeted messages and create memorable experiences for their customers.

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