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The Best Forms of Marketing in 2024: What the Data Shows

The Best Forms of Marketing in 2024: What the Data Shows

This article presents important data taken from real-world experiences, outlining the most effective marketing forms of 2024 and identifying key trends and successful strategies across various channels.

What Digital Marketing Works Best?

Navigating digital marketing in 2024 can be difficult. 

Many channels promise great returns, but not all deliver. Choosing the best ones can be confusing.

It’s crucial to know where to invest wisely.

Today, we’ll simplify things. We’ll pinpoint the strategies that truly work and those that might drain you resources.

Smart or Wasteful: What Drives Profits?

NP Digital surveyed 118 companies, each earning at least $100 million annually. 

These businesses can afford to invest in different digital marketing channels, giving us insight into what works.

This study shows which methods deliver results and which ones waste resources. 

Let’s explore the data to identify which strategies drive profit and which prove wasteful.

Where Do Companies Invest Now?

First, let’s see where companies focus their marketing efforts.

Organic social media leads the pack, with companies dedicating 38.2% of their time to it—more than double any other channel.

The chart compares digital marketing channels, showing strategies and company focus areas.

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The data tell us a clear story about where companies focus their marketing efforts: 

  • Dominance of Organic Social Media: Companies allocate the most time to organic social media (38.2%), significantly more than any other channel.
  • Paid Strategies and SEO: Combined, paid ads (15.3%) and SEO (8.5%) make up a substantial portion of marketing efforts, indicating a balanced approach between organic and paid tactics.
  • Underutilized Channels: Channels like podcasting (2.0%) and affiliate marketing (2.8%) receive minimal focus, suggesting potential areas for growth.
  • Diversified Efforts: Despite the heavy focus on social media, companies still spread their efforts across various channels, with ‘other’ channels also capturing a notable 15.4%.

Which Channels Drive Revenue?

It’s important to shift from understanding investments to evaluating the results. 

The NP Digital study shows the returns brands are getting across various marketing channels.

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Marketing Channels: Investments vs. Returns

The study compares marketing channels, showing which ones give the best returns. 

It reveals where $100M+ companies invest and the returns they see. This helps spot the channels worth focusing on and those that may need a rethink.

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Top ROI Channels for Small Business Growth

Large companies invest in many channels but find that capital-intensive paid ads brings the highest returns. 

We’ve reviewed the investments and returns of large companies, but what about smaller busineses?

The chart below highlights the reliance of smaller businesses on organic channels like blogging, SEO, email, and content marketing for growth. It shows which channels have delivered the biggest ROI.

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Building a Unique Growth Playbook

The data provides insights, yet there’s no one-size-fits-all playbook for growth or a surefire digital marketing formula.

Experiment with different channels and strategies, then adjust to what works best. This is the benefit of an omnichannel approach.

Focus on easy wins and aim for low-hanging fruit. For example, simply adding PayPal as a payment option increases conversions by 33%.

Collecting your own data and forming your own conclusions is crucial, as every situation is unique. 

Discover key 2024 marketing trends, from AI and chatbots to social selling and cookieless personalization, in this HubSpot report.

The Shortfalls of Organic Social Media

The NP Digital study shows that despite changing how we connect and communicate, the ROI from organic social media is low compared to the investment. 

So, what’s causing the low returns?

Here are a few reasons why:

  1. Declining Reach: Organic social reach is shrinking as platforms prioritize engagement. Without engaging content, fewer people see brand posts.
  2. Audience Expectations: Users demand personal and relevant content. Brands need top-quality material to capture attention.
  3. Lack of Targeting: Organic content can’t target specific groups like paid ads, making it harder to reach the right audience.
  4. High Competition: Millions of posts are shared daily. Without paid promotion, brands struggle to stand out.
  5. Limited Data Insights: Organic social media offers fewer insights than paid ads, making performance hard to measure and improve.

Key Reasons for Social Media Use

Many people use social media, and according to DooFinder, here are the top reasons why

  • Keeping in Touch (74%): Connecting with friends and family, no matter the distance.
  • Killing Time (32%): Browsing through everyday or extraordinary content to pass the time.
  • News Updates (29%): Staying informed on global and local events.
  • Product Searches (27%): Discovering new products and services, influencing purchases.
  • Streaming (23%) and Networking (20%): Watching streaming content and networking for personal or career growth.

The TikTokification of Social Media 

With 16 million downloads, TikTok was the most downloaded mobile app worldwide for iOS users. 

This “TikTokification” trend has reshaped social media dynamics, altering how content is shared and viewed.

Initially, TikTok prioritized posts from followed accounts and similar interests, but now engagement-based algorithms dominate.

Engagement Over Followers

TikTok now promotes engaging content regardless of who posts it.

This encourages users to keep swiping through a stream of interesting videos but leads to superficial engagement at the expense of depth.

Impact on Brand Recall

The TikTokification model affects brand recall, as shown in an NP Digital study where 100 participants watched two types of videos. 

  • Short Videos: Participants watched various short videos in a 45-minute session and skipped freely.
  • Long Video: Another group watched a single 15-minute video.

The results showed participants remembered only 3.22% of the short videos but 34.9% of the long video, highlighting the difference in brand recall.

Content Length Tips for Marketers

This trend suggests quick content might reach more people but often lacks lasting impact.

Marketers should invest in long-form videos to leave a deeper impression while using short content for broad reach.

Balancing long and short-form content helps brands engage deeply and stay memorable. 

Online Habits by Generation

To reach your target customers, you need to understand where they spend their time online. Their choices are influenced by more than just economic or geographic factors – generational differences also play a role.

Below is a table that shows which platforms different age groups and generations spend their time on. 

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Source: DataReportal

Attention ≠ ROI 

Despite the common belief that more attention could mean higher ROI, the reality is more complex. 

Here’s a breakdown of the average time spent on various channels per day:

  • Email: 2 hours 52 minutes (Statista)
  • Streaming: 2 hours 37 minutes (Data Reportal)
  • Social Media: 2 hours 27 minutes (Statista & Nielsen)
  • Search Engines: 15.4 minutes (Statista)

Though search engines get less daily user time than other channels, they provide a high ROI in SEO and paid ads.

This shows that user time spent doesn’t always match up with where marketers see the best returns.

Discover the reasons behind social media usage in 2024 through Doofinder’s insightful study.

SEO Remains a Top Strategy

Unlike quick solutions, SEO continually attracts leads and pays dividends long after the initial efforts, making it very important in 2024. 

SEO vs. Paid Ads

Paid ads provide immediate traffic but lose impact once spending stops.

On the other hand, SEO steadily improves a site’s search rankings and authority through targeted keywords and quality content. This leads to higher organic traffic and stronger domain authority over time.

Marketers prefer SEO for its long-term user trust and engagement, making it a more strategic choice than the temporary boosts from paid ads.

Top Ranking Search Engine Factors

Google’s algorithms frequently change to improve search results and combat spam. 

Traditionally, strong ranking factors have included keyword relevance, backlinks, and high-quality content. These updates ensure users get the most relevant and reliable information.

According to Semrush, these top factors impact search results. The chart shows each factor’s correlation with SERP positions, scored based on their influence on the top 20 results.

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What is Text Relevance?

Text relevance, or the quality of your content, is the top ranking factor. But why?

Text relevance means a webpage’s content closely matches the user’s search query. It ensures the information is pertinent and useful.

Google’s main goal is to provide the best answers to meet user needs and improve their experience.

Top 5 Components of Text Relevance

Text relevance indicates a website’s relevance to a search term. 

The top SEO factor, as Google prioritizes high-quality, informative content to ensure search results meet the user’s needs.

  1. Content Language: Ensure your content matches the language of the search query. 
  2. Images and Graphics: Use visuals to support text and increase relevance.
  3. Body Text: Match the text meaning closely with the search query.
  4. Page Title: Indicate the website’s main topic to enhance relevance.
  5. Local Aspect: Include regional terms to improve local relevance.
Explore the latest SEO trends in Conductor’s 2024 State of SEO Report, guiding your strategy for the next 12 to 18 months.

The High ROI of Email Marketing

Email marketing remains a powerful tool for 2024 and beyond.

In 2023, email marketing had an average ROI of $26 for every $1 spent. In retail and e-commerce, it rose to $45. This year, Litmus reports an ROI of $36 per dollar for email marketing.

Despite being less flashy than social media, 41% of marketers consider it their most effective channel. Frequent email checks make it crucial for staying connected with audiences.

Companies like Mailchimp and HubSpot, valued at over $10 billion and $30 billion respectively, thrive due to this steady ROI.

Global email marketing revenue is projected to hit $17.9 billion by 2027.

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Social Shopping is on the Rise!

Social shopping is expanding rapidly. 

In 2024, the U.S. will have 110.4 million social buyers, accounting for 42% of internet users and over half of social media users, with social commerce sales expected to exceed $100 billion by 2025.

eMarketer notes that 17% of social media users make purchases directly through these platforms, highlighting the growing importance of social commerce in marketing strategies.

Brands are enhancing their social media presence to boost not only customer loyalty but also sales.

Search Engine Optimization

SEO is crucial on Google because users search for answers to their problems.

Brands can reach their audience by ranking high in search results. Match your content to relevant search queries and stay updated with search trends. 

Adapting to the New Search Experience:

Google’s search results page (SERP) is always changing, so staying visible requires adapting to new features.

Top SERP Features 2023 vs. 2024:

To refine your Google strategy, see how key SERP features will change from 2023 to 2024:

  • Related Searches: 64% (2023) vs. 99% (2024)
    • Almost all searches will include “Related Searches.”
  • Videos: 53% (2023) vs. 76% (2024)
    • Video content is becoming more essential for visibility.
  • People Also Ask: 79% (2023) vs. 74% (2024)
    • Slight decrease, but still significant.
  • Carousels: 52% (2023) vs. 65% (2024)
    • Visual content in carousels is increasing.
  • Images: 38% (2023) vs. 64% (2024)
    • High-quality images are more important.
  • Organic: 100% (2023) vs. 100% (2024)
    • SEO remains crucial with consistent importance of organic results..

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Carousels are swipeable lists on mobile with multiple cards from one site, letting users explore grouped content easily.

Using SERP features wisely helps brands capture attention and provide the solutions their audience seeks.

Search Generative Experience​

Google’s Search Generative Experience (SGE) is a game-changer, further entrenching AI in SEO. 

SGE provides detailed responses, including text, images, and videos, to answer user queries.

For example, searching “how to bake a cake” gives a complete recipe with visuals, while “what are the effects of climate change” offers expert insights.

This AI advancement is rapidly changing SEO. According to a report by Insight Partners, organic search traffic is predicted to decline sharply as SGE gains traction.

The key impacts of SGE include:

  • 64% of keywords now include an SGE answer or a “Generate” button.
  • SGE snippets with text appear alongside featured snippets 25% of the time.
  • Long-tail keywords are more likely to show AI answers, boosting visibility.
  • Paid ads appear in 73% of SGE snippets.
Marketers must adapt to Google’s AI-generated overviews in search results to stay visible and competitive in 2024.

3 Winning SEO Techniques

To stand out in search results and stay ahead in 2024, focus on these key strategies:

  1. Covering Topics Thoroughly:

Create comprehensive content that answers all your audience’s questions. This improves user experience and shows search engines your authority.

Remember that quality content is the most important ranking factor.

2. Showing E-E-A-T:

Google uses E-E-A-T to evaluate web page quality for SEO, and applying these principles can boost content quality and visibility. 

  • Experience: Content by those with first-hand experience, like travel blogs from actual visitors.
  • Expertise: Content by experts, such as medical articles by certified doctors.
  • Authoritativeness: Content from recognized authorities, like well-known news outlets.
  • Trustworthiness: Honest, accurate content with clear privacy policies and secure browsing.

3. Long-Tail Keywords:

Long-tail keywords may have fewer searches but often attract intent-driven users. Use them to reach relevant audiences and prove your expertise.

Cover topics thoroughly, follow E-E-A-T, and leverage long-tail keywords to maximize your search visibility in 2024.

Bring Personality to Your Content & Personas

Personalized content is crucial for success in 2024. 

Tailor your content and messaging to address their specific preferences and pain points, ensuring better engagement and connection.

Target Audience by Personality:

Go beyond demographics like age and location. Analyze their personality traits to tailor content to their interests and challenges.

Mix of Persona Traits:

To create a comprehensive understanding of your audience, consider a blend of these traits:

  • Demographics: Age, location, occupation, etc.
  • Personality Traits: Analytical, creative, adventurous, or cautious.
  • Wants, Needs, and Triggers: What they value, their challenges, and the triggers that lead to engagement.

Create Persona-Focused Content
Craft content that resonates deeply with your audience by focusing on these elements:

  • Personal: Reflect their lifestyle and values in tone, visuals, and messaging.
  • Experience: Use case studies to show real-world applications.
  • User Needs: Offer solutions via guides, recommendations, or insights.

Winning Content Formulas for 2024 
Utilize these proven strategies to enhance your content’s effectiveness:

  • Storytelling: Create relatable stories to build empathy and stand out.
  • Visuals: Use infographics, videos, and illustrations for attention-grabbing content.
  • Interactive Elements: Quizzes, polls, and recommendations boost engagement.
  • Optimize for Mobile and Voice: Ensure content works well on mobile and with voice searches.
  • Update Regularly: Keep top content relevant with fresh data and examples.

Use these strategies to create content that speaks to your audience’s personalities, driving deeper engagement and better performance.

Examples of High-Performing Content:

To create strong content, provide practical resources, insights, and expertise that resonate with your audience.

Tools and Guides:

Guides are valuable for generating backlinks, shares, and mentions. 

They dive deep into topics and help form a comprehensive, evergreen content strategy, attracting buyers as lead magnets.

An example of an effective guide is “The Ultimate Guide to Digital Marketing”.

 

First-Party Data and Insights:

Collect data directly from customers to understand their preferences and behavior.

This unique data helps produce original, trustworthy content that distinguishes your brand.

An example of this is how Starbucks did a great job leveraging first-party data to improve their mobile app.

Thought Leadership:

Thought leadership articles boost credibility by showcasing your brand’s expertise.

They question the status quo and introduce new solutions, strengthening your authority.

An example of an innovative thought leadership article is “How to Get High Quality Backlinks“.

Create Content Worth Sharing:

Concentrate on producing guides, utilizing first-party data, and writing thought leadership pieces.

This content is engaging, builds credibility, and delivers lasting value, capturing attention effectively.

Publish Optimized Video Content

Optimized video is crucial for search results.

As the second-largest search engine, YouTube is crucial for engaging audiences. With over 2 billion monthly active users, it provides a vast platform for creators to reach diverse viewers. 

Videos can convey messages more effectively than text, making YouTube essential for brands and individuals. 

Key Stats: 

Why Video Matters:

Videos reach audiences in ways that written content can’t. They let you share stories, show products, and give tutorials quickly and memorably.

For example, a makeup tutorial shows techniques and results in real-time, which is more impactful than a written description.

Optimize Your Video Content:

  • Titles and Descriptions: Use relevant keywords like you would with regular SEO.
  • Tags and Transcriptions: Add tags and transcriptions for better searchability.
  • Schema Markup: Embed videos and use schema markup to clarify the content.
  • Video Sitemaps: Create a video sitemap to help Google index your videos.

Optimize your videos to boost visibility and reach an engaged audience. SEO-friendly videos will help your brand stand out and effectively communicate your message.

Create Videos on In-Demand Topics:

To increase your video’s reach and impact, focus on popular topics.

How to Find and Target Key Themes: 

  1. Analyze Competitor Content: Check competitors’ channels, your website, and Google and YouTube SERPs to find engaging topics and formats.
  2. Leverage Research Tools: Use vidIQ and Answer the Public to identify popular keywords and search queries.
  3. Focus on In-Demand Topics: Choose themes with the most interest by analyzing SERPs for video features and trending YouTube content.
  4. Identify Popular Questions and Trends: Answer the Public shows what questions people are asking, so you can spot trends and address key queries.

Using these methods, you can create video content that resonates with your audience, builds a strong presence, and attracts more viewers to your brand.

Lean into the Amazonification of Google

Google’s Shift Toward Product-First Results 

In 2023, Google focused on product-first results to compete with Amazon.

Google is testing tabs in Search Generative Experience (SGE) for e-commerce results, making it harder for organic listings to rank high in searches.

Key Strategies for Success:

  • Optimize Product Pages: Provide accurate descriptions, strong images, and clear, concise info with relevant keywords.
  • Use Structured Data: Implement schema markup to help Google identify your products and improve visibility.
  • Gather Positive Reviews: Encourage customers to leave positive reviews to build credibility and boost rankings.
  • Enhance Mobile Experience: Make sure your pages load quickly and are mobile-friendly.
  • Analyze Competitors: Study how competitors optimize their product listings to improve your strategy.

Adapt to Google’s “Amazonification” by refining your product pages, boosting your SERP rankings, and reaching more customers.

Optimize Product Listings in Google Shopping and Google Merchant Center

Optimize your product listings in Google Shopping and Google Merchant Center to attract more shoppers.

Google Shopping lets users search, compare, and find deals. 

Key Elements:

  • Brand: Start the title with your brand name if it has high search volume. Otherwise, place it at the end.
  • Product Name/Type: Clearly identify the product’s name or type.
  • Gender: Specify the target gender if relevant.
    Other Attributes: Include color, size, and material.

Optimize Title Length:

  • Use up to 150 characters for each title.
  • Google shows only the first 70 characters, so include the most important info early.

Optimized Title Example

  • Basic Example: “Noise-Cancelling Wireless Headphones”
  • Descriptive Example: “Feedonomics Noise-Cancelling Wireless Headphones”
  • Expanded Example: “Feedonomics Noise-Cancelling Wireless On-Ear Headphones, Silver”

Additional Tips: 

  • Monitor Performance: Check Google Search Console to track product listings’ performance and find improvement areas.
  • Utilize All Characters: Maximize the character limit to give as much relevant info as possible.
  • Improve Search Indexing: Detailed titles help Google understand your product and boost visibility.

Follow these guidelines to make your product listings stand out, attract more customers, and increase conversions.

Use Structured Data to Boost PDP Visibility and Conversions

Structured data helps Google and other search engines understand your product detail pages (PDPs).

Schema markup adds extra context to your products, improving their chances of appearing in relevant searches.

Benefits of New Schema Markup:

  • Better Search Experience: New schema markup helps when users search with specific modifiers like “small navy long sleeve shirt.”
  • More Product Detail: Modifiers like size and color help search engines show the correct product variations.
  • Unique Identifiers: Use unique product identifiers like SKUs or GTINs for accurate indexing.

Steps to Implement:

  • Add Schema Markup: Use schema on your PDPs to include attributes like size, color, and availability.
  • Use Product Modifiers: Add modifiers like “small,” “navy,” or “long sleeve” to give search engines a better idea of your products.
  • Monitor Results: Track your search performance to see how schema markup affects visibility and conversions. Adjust as needed.

With structured data, your PDPs will rank better for specific queries, boosting organic conversions and providing a smoother search experience for customers.

While SEO is key for online visibility, adding Google Ads helps you reach your audience with precision.

This approach boosts click-through rates (CTR), conversions, and ROI.

Key Google Ads Insights: 

  • User Awareness: Interestingly, 68.39% of users know they’re clicking on paid ads, showing that users are willing to click on them and this isn’t deterring them.
  • Average Metrics:
    • CTR: 3.22%
    • CPC: $2.81
    • Conversion Rate: 3.49%
    • ROI: $6.26 for every $1 spent

Why Combine Google Ads with SEO:

  • Increased SERP Dominance: Fill more space in search results to boost visibility and credibility.
  • Better Targeting: Reach specific audiences with tailored messages for higher CTR and conversion rates.
  • Detailed Insights: Use Google Ads data to refine your overall marketing strategy.

Optimize with Ads Grader Tools:
Use an Ads grader tools like WordStream, Ads Grader by NP Digital, or Adalysis for a thorough analysis to find strengths, weaknesses, and ways to improve.

Pair SEO with a strong Google Ads plan for a powerful strategy that increases your brand’s visibility and impact. 

Types of Google Ads

Google Ads offers a variety of campaign types to suit different marketing goals and strategies.

Here’s a quick overview of each type and their benefits:

How Gemini Optimizes Your Assets:

    1. Search Ads: Keyword-driven ads that appear with search results, targeting users actively searching for products like yours.
    2. Display Ads: Visual banners on the Google Display Network, reaching new audiences on various websites.
    3. Video Ads: Ads shown before, during, or after YouTube videos to engage viewers.
    4. App Campaigns: Promote app downloads and engagement through the Play Store, search results, YouTube, and Google Discover.
    5. Shopping Ads: Show product photos, prices, and store names in Google Shopping, search results, Maps, and other Google properties.
    6. Discovery Ads: Show visually appealing ads in Discover, YouTube, and Gmail to reach purchase-ready customers.
    7. Local Services Ads: Generate local leads by appearing at the top of Google Search for local service queries.
    8. Performance Max: Use AI to optimize ads across all Google channels, automating budget and bid adjustments.
    9. Smart Campaigns: Automatically create, target, and bid on ads to meet your goals across Google’s network.
By choosing the right campaign type, you can effectively reach your target audience and achieve your marketing objectives with Google Ads.

Enhance Google Ads with Gemini

Google’s new AI tool, Gemini, makes campaign creation easier with a natural language experience.

It processes text, images, audio, video, and code, making it versatile and powerful for various tasks​

Data indicates that small businesses using Google Ads’ conversational experience are 42% more likely to publish high-quality ads. Higher quality ads result in higher conversions.

How Gemini Optimizes Your Assets:

  • AI Suggestions: Add a landing page, and Google’s AI will analyze it to suggest keywords, headlines, descriptions, images, and other assets that fit your campaign goals.
  • Customization: Review and edit these suggestions to match your brand and strategy before publishing.
  • Performance Tips: Ask the AI for performance improvements and receive advice to refine your campaigns.

Using Gemini boosts creativity, saves time, and lets you test more campaign variations to see what resonates best with your audience, maximizing your Google Ads performance.

Improve Lead Quality and Refresh Assets

After streamlining campaign creation with tools like Gemini, listen to data and track performance.

Whether it’s organic SEO or paid ads, insights and AI can enhance your campaigns and ROI.

Key Strategies:

  1. Analyze Performance Data: Review past campaigns to spot trends, winning strategies, and areas needing improvement.
  2. Leverage AI to Refresh Assets: Use AI tools to update high-performing assets based on historical data, keeping them relevant.
  3. Prioritize Lead Quality: Focus on attracting qualified leads likely to convert. Optimize content and keywords to reach your ideal customers.
  4. Refine Targeting: Adjust targeting strategies using insights and AI suggestions to deliver the right message to the right audience.

These strategies will help you improve campaign efficiency and effectiveness, ultimately boosting ROI and conversion rates.

Social Media

In this section, we will delve into social media to understand which platforms marketers use for successful campaigns and why they are effective. 

Here’s some key data on the top social media channels for marketing performance.

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Key Insights:

From the data above, we can draw the following insights:

  • Facebook and Instagram have the highest ROI, proving their marketing strength.
  • TikTok and YouTube are growing fast, highlighting the power of video content.
  • LinkedIn and Twitter/X may have fewer users but attract valuable, specialized demographics.
  • TikTok and Snapchat are smaller than Facebook and YouTube but are growing and promising.
  • Using multiple platforms helps marketers reach varied audiences with targeted strategies.

Entertaining Ads

Social Media Success Strategy #1: Paid Social Ads

The first social media strategy is using paid ads with a focus on user experience. In-feed ads blend into users’ feeds, letting them explore products without pressure.

These non-invasive ads are personalized and often lead to higher ROI. Invasive ads may get more impressions.

Matching the platform’s style engages users better and boosts conversions.

Key Strategies:

  1. Analyze Performance Data: Review past campaigns to spot trends, winning strategies, and areas needing improvement.
  2. Leverage AI to Refresh Assets: Use AI tools to update high-performing assets based on historical data, keeping them relevant.
  3. Prioritize Lead Quality: Focus on attracting qualified leads likely to convert. Optimize content and keywords to reach your ideal customers.
  4. Refine Targeting: Adjust targeting strategies using insights and AI suggestions to deliver the right message to the right audience.

These strategies will help you improve campaign efficiency and effectiveness, ultimately boosting ROI and conversion rates.

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Targeting Young People? Advertise on TikTok

If you want to reach a younger audience, include TikTok in your strategy. 

Learn to use TikTok Ads Manager, which is constantly updated to help you optimize campaigns.

One powerful feature is the AI chatbot, which can find trending hashtags, write scripts, suggest campaign ideas, and simplify reporting.

Key Points to Remember:  

  • Audio On: Over 90% of TikTok users listen with sound on, so use audio like music, voiceovers, and sound effects to grab attention.
  • Cultural Pulse: The trending section shows the latest trends, and the creative library lets you analyze which public videos resonate.
  • Users Watch Ads: 70% of TikTok users watch ads with sound, so include audio in your TikTok ads. 

Key Tips for Success:

Here are some key tips for creating successful TikTok ad campaigns:

  • Learn TikTok Ads Manager and use engaging visuals and audio.
  • Boost posts with Spark Ads and try different targeting options.
  • Use data for hashtags, high-quality graphics, and simple CTAs.

Leverage TikTok’s creative tools and insights to effectively connect with younger audiences and build campaigns that resonate and convert. 

Want a Wide Reach? Choose Meta Ads

To expand your reach and impressions, use Meta Ads. 

Meta has the largest platform in terms of scope and usage, including Facebook, Instagram, WhatsApp, Messenger, and Threads, creating a powerful network effect that top brands and influencers use to increase their presence.

Key Benefits of Meta Ads:

  • Reach the Right Audience: Target customers based on demographics, interests, and behaviors. Meta’s advanced targeting helps you reach specific audiences.
  • Embrace Automation: Meta’s algorithm automatically refines audience targeting so your ads reach the right people.
  • Network Effect: Test messages and creative ideas across multiple channels, using lookalike audiences for better results.
  • Granular Analysis: Analyze Instagram and Facebook Reels and Stories to find the most effective placements and formats for higher engagement.

With Meta Ads, you can reach the right audience across its large network, amplifying your brand’s visibility and maximizing campaign impact.

Tell Your Brand Story on YouTube

Choosing the right YouTube ad format is key to effective storytelling and engagement. Here’s a look at the different types and their marketing uses:

Reach – Masthead Ads:
These premium ads appear at the top of YouTube’s homepage, offering maximum reach in a single day. Ideal for quickly capturing a large audience.

Brand Consideration – Video Discovery Ads:
Appearing alongside related videos or in search results, they tell a long-form story and encourage viewers to explore your brand.

Brand Awareness – Non-Skippable Ads:
These 6 to 15-second ads play before or during videos and can’t be skipped, ensuring your message reaches the full audience.

Lead Generation – In-Stream Ads:
These ads drive conversions with interactive features like CTA buttons and product feeds, encouraging viewers to interact.

Message Reinforcement – Bumper Ads:
Quick, 6-second messages reinforce your brand’s story. Great for mobile audiences needing a short, focused message.

By selecting the right YouTube ad format based on your business goals, you can effectively capture active attention and tell your story in a way that resonates with your target audience.

Build Trust and Highlight Product Benefits with UGC

User-generated content (UGC) is a powerful way to build trust and show off your products’ value.

Impact of UGC:

  • Influence on Decisions: 79% of people say UGC strongly affects their buying choices.
  • More Persuasive Than Influencers: UGC is 9.8 times more persuasive than influencer content.
  • Higher Click-Through Rates: UGC-based ads have four times the click-through rates and a 50% lower cost per click.

UGC Formats to Try:

  • Testimonials & Reviews: Share authentic feedback for social proof and credibility.
  • Tutorials & Demos: Show how your product works in real-world settings.
  • Product Unboxing: Feature customers’ excitement when opening new products.
  • ASMR: Use relaxing ASMR videos for a unique sensory experience.

Example: GoPro

No one’s customer base leverages user-generated content better than GoPro’s.

GoPro includes user videos in its ads, showing thrilling moments like skiing down a steep slope with a GoPro camera. This authentic perspective makes viewers feel like they’re in the user’s shoes.

It has worked wonders for the brand and has helped them become a $1B a year company.

Why UGC Works:

  • It’s relatable and captivating, making it hard to stop watching.
  • Authenticity builds trust by making your brand more approachable.

Incorporating UGC into your marketing strategy helps you build trust, reach new audiences, and showcase product benefits through genuine customer experiences. 

Which Platforms Love UGC the Most?

User-generated content (UGC) is gaining traction across social media. Here’s where UGC is most successful:

Platform Breakdown:

  • Instagram (28.19%): Visual content like photos, reels, and stories shine here, and the community-driven vibe encourages creativity.
  • YouTube (27.04%): Tutorials, reviews, and vlogs perform well, boosted by YouTube’s recommendation algorithm.
  • TikTok (23.94%): Short, trendy videos and editing tools make TikTok ideal for sharing relatable UGC quickly.
  • Facebook (9.85%): Private groups and niche communities drive UGC on this broader platform.
  • LinkedIn (8.59%): Career stories, testimonials, and thought leadership are growing, with brands encouraging clients and employees to share.
  • X/Twitter (2.39%): Real-time discussions make UGC less prominent here, but users still post personal stories and reviews.

No Data Found

Insights from the Data:

  • Visual Impact: Visual platforms like Instagram, YouTube, and TikTok lead in UGC, allowing users to showcase products and experiences creatively.
  • Community Focus: Platforms with tight-knit communities like Facebook and LinkedIn support niche UGC by encouraging relevant sharing.

Rising Trend:

UGC will continue to grow, even for B2B. Its authenticity and relatability make it appealing to all audiences, building trust and reinforcing brand messages.

Understanding each platform’s strengths will help marketers craft UGC strategies that align with audience preferences, maximizing engagement and ROI.

Focus on Informational Keywords

Targeting informational keywords like “who,” “what,” “when,” “where,” “why,” and “how” is key to reaching your audience with valuable content.

Three Ways to Use Informational Keywords:

  1. On-Image Text: Add keyword overlays to images or videos for clarity and context.
  2. Headline Copy: Use compelling headlines to address common questions and boost clicks.
  3. Comments: Leave thoughtful comments with informational keywords on posts and replies.

Examples of Informational Keywords:

  • Basic Questions: “Who,” “what,” “when,” “where,” “why,” and “how.”
  • Action-Based: “How to,” “benefits of,” “tips for,” and “why.”

Answering Common Questions:

  • Provide Valuable Content: Create content that answers frequently asked questions to establish your brand as a helpful, authoritative resource.

Pro Tip:
Use Google’s “People Also Ask” or AnswerThePublic to find trending content ideas and popular questions. This reveals valuable search phrases for your content.

Focus on informational keywords to provide relevant answers that resonate with your audience and boost search visibility. 

Social Media Success Strategy #2: Social Media Optimization

More people now use social media to find answers instead of just connecting with others, often replacing search engines.

On average, people spend 2 hours and 27 minutes daily on social media, with 17-year-olds spending up to 5.8 hours.

As user behavior shifts, social media optimization is crucial. 

Key Insights:  

  • Changing Search Trends: 31% of users search via social media, while 12% rely on AI chatbots like ChatGPT.
  • Generational Preferences: Gen Z (31%) and Millennials (28%) prefer social media over search engines. 
  • Gen Alpha: Expected to continue this trend, favoring social media over traditional search engines.

Observing Social Media Behavior:

Users frequently ask questions in comments, seeking answers from post authors or others with similar experiences. This interaction makes social media a trusted source for solutions.

How People Search Online:

  • Search Engines: 88%
  • Social Media: 31%
  • AI Chatbots (e.g., ChatGPT): 12%

How do consumers search for answers online?

No Data Found

Search Preferences by Generation:

  • All Generations: 15% prefer social media
  • Gen Z: 31%
  • Millennials: 28%
  • Gen X: 18%
  • Boomers: 3%

Generational Preferences for Social Search

What percentage of each generation prefer to search on social media over search engines?

No Data Found

The Importance of Social Media Optimization:

Social media optimization is vital to engage users where they search.

Brands should optimize their content to directly address user queries with posts, videos, and comments.

By adapting to these trends, businesses can remain relevant and build stronger connections with their audience.

Find Trending Keywords for Each Platform

Creators and influencers need trending keywords to keep their audiences engaged.

Each social platform offers unique tools for identifying popular search terms.

TikTok – Creator Search Insights:

  • Search Bar: Use it to find trending keywords and topics. This will soon be accessible in the Creator Tools section.
  • Category Sorting: Sort by categories like sports, comedy, or fashion to discover niche trends.
  • Content Gaps: Look for underrepresented content gaps that present new material opportunities.

YouTube – Auto-Suggestions:

  • Audience Interests: Type into the search bar and explore auto-suggestions to see what your audience is searching for.
  • Content Planning: Create content based on these trends to keep your audience engaged.

Finding trending keywords for each platform allows creators to tailor their strategy to audience interests and produce relevant, engaging material.

Ideal Posting Frequency for Different Platforms

Finding the right posting frequency for social media can boost engagement and reach.

NP Digital studied 330,000 accounts over 30 days to find the best posting times.

Here are some guidelines for a consistent and effective schedule:

Instagram

  • Posts/Reels: 1-2 per day
  • Stories: 2-4 per day
  • Live: At least once a week

TikTok

  • 1-3 posts per day

YouTube:

  • Posts/Reels: 1-2 per day
  • Stories: 2-4 per day
  • Live: At least once a week

YouTube

  • 1 short & 1 long-form video per day

Facebook

  • No success pattern identified

LinkedIn

  • 1 post per day

Stay Alert for Algorithm Changes:

Social media algorithms change often, affecting content visibility. Monitor updates and adjust your strategy.

These tips help maintain a consistent presence and keep your audience engaged. Stay adaptable to changing algorithms and audience behavior. 

Focus on Content that Engages

To improve and increase engagement, it’s crucial to focus on the types of content that resonate best with your audience.

Videos:

  • Short-Form: Quick clips pioneered by TikTok and used in Instagram Reels and YouTube Shorts lead with 31.38% engagement, providing fast impact.
  • Long-Form: Longer videos (10-15+ minutes) offer deep storytelling and are especially valuable on YouTube, accounting for 15.51% of engagement.
  • Interviews & Talks: Interviews provide expert insights and unique perspectives, holding 13.84% of engagement.
  • Live Videos: Real-time interaction through live streaming captures 12.37% engagement.
  • Memes: Memes, at 10.31%, engage viewers with humor and trends.
  • User-Generated Content (UGC): UGC emphasizes community involvement, contributing 10.12% of engagement.

Text-Based Social Content:

  • How-To Guides & Listicles: Popular for their clarity and practicality, they lead with 71.24% engagement.
  • Current Events & Research: Together, they provide timely insights and data, holding 12.51% of engagement.
  • Interviews & Stories: These deliver expertise and narratives with 6.35% engagement.
  • Other Text Content: Covers niche topics, contributing 9.90% of engagement.

Takeaway:

Mix short and long videos for a balanced strategy. Short clips grab attention, while longer videos and text deepen engagement.

Use how-to guides, listicles, and UGC to cater to diverse preferences and sustain interest. 

Jump on Platform-Specific Trends

Staying current with platform trends can greatly improve engagement, especially as new features and tools emerge. Here’s how TikTok is leading the way:

TikTok Trends: Photo-Based Posts

  • Photo Mode: Since October 2022, TikTok promotes image carousels with “Photo Mode” and boosts use with pop-ups.
  • TikTok Notes App: Launched in April 2024, tested in Australia and Canada, offering new ways to share photos.
  • Stay Relevant: Use features like Photo Mode and TikTok Notes to improve engagement and align with platform trends.

Social Media Success Strategy #3: Influencer Partnerships

Influencer partnerships are key to social media strategies.

In 2023, one in four consumers bought something due to an influencer’s recommendation.

Half of marketers using influencers plan to increase investment in 2024,  highlighting the power of authentic user-generated content (UGC).

Why Influencer Partnerships Matter:

  • Build Trust: Influencers have trusted communities, making their recommendations impactful.
  • Organic and Paid Reach: They expand brand reach and credibility in both paid and organic campaigns.
  • Cross-Vertical Success: Influencers work for all industries, whether B2C or B2B, helping brands connect authentically.

If you’re not using influencers, now’s the time to start. They can amplify your message, boost conversions, and enhance your social media success.

Influencer Marketing Tips

Understanding different influencer tiers and their follower counts can shape your marketing strategy:
  • Celebrities: 1M+ followers
  • Macro-Influencers: 500K-1M followers
  • Middle-Influencers: 100K-500K followers
  • Micro-Influencers: 1K-100K followers

Key Strategies for Effective Influencer Marketing:

  • Leverage Micro-Influencers: Collaborate with several micro-influencers for higher engagement and authentic endorsements.
  • Plan Launch Sequences: Coordinate micro-influencers for a unified strategy that generates buzz and reaches more people.
  • Build Long-Term Relationships: Develop lasting bonds so influencer content feels natural, not scripted. Allow creative control with guidelines for genuine endorsements.

Use these tips to build campaigns that resonate with audiences, build trust, and drive conversions.

A Cautionary Tale: Learning from Tarte Cosmetics

Even well-planned marketing strategies can backfire if campaigns aren’t considerate of how they’re perceived.

Tarte Cosmetics’ #TrippinWithTarte influencer trip to Bora Bora is a cautionary tale about what can happen when relatability and inclusivity are neglected. 

  • Leverage Micro-Influencers: Work with several micro-influencers for higher engagement and authentic endorsements.
  • Plan Launch Sequences: Coordinate micro-influencers for a unified launch strategy that generates buzz.
  • Build Long-Term Relationships: Foster lasting bonds so content feels natural. Give influencers creative control.

Use these tips to build campaigns that resonate with audiences, build trust, and drive conversions.

Social Media Success Strategy #4: Setting Up Shop

Social media is key for Gen Z and Millennials to discover products.

It’s not just about Amazon anymore, so use multiple platforms to reach your audience. 

Why Social Media Shops Matter::

  • Wider Reach: Use shopping features on Facebook, Instagram, TikTok, and Pinterest to connect with active customers.
  • Live Stream Shopping: Showcase products and answer questions in real-time.
  • Verified Merchants: Verified merchants on platforms like Pinterest gain more trust and visibility.

Strategies to Try:

  • Facebook Shop and Marketplace: List products on your business page and use Facebook Marketplace for more visibility.
  • Shops on Instagram: Set up Instagram Shops for users to browse and buy through posts and stories.
  • Pinterest Shopping Tools: Use Pinterest’s tools and apply for verified merchant status to attract shoppers.

Takeaway:

Set up shop on various platforms to increase brand visibility.

Use each platform’s features to build a strong, diverse shopping presence for your audience.

Pinterest’s Growing Appeal

Pinterest’s active users have surged to nearly 500 million, an 11% increase year-over-year in Q4 last year.

This growth, alongside strategic partnerships, makes it a valuable addition to your marketing strategy.

Key Developments

  • Ad Deal with Google: In February 2024, Pinterest announced a partnership with Google, allowing ads to be served via Google Ad Manager for broader international reach.
  • Amazon Collaboration: A multi-year deal with Amazon brings more third-party ads to Pinterest, providing diverse advertising opportunities for brands.

Why Marketers Should Pay Attention:

  • Rising User Base: Nearly 500 million active users provide access to a large, engaged audience.
  • Strategic Partnerships: Collaborations with Google and Amazon offer new marketing tools.
  • Inspiration-Driven: Pinterest users seek inspiration, leading to high purchase intent and conversion potential.

Leverage Pinterest’s popularity and new ad tools to connect with an audience ready for product discovery and shopping.

Social Media Success Strategy #5: Personalized Messaging

Personalized messaging aligns your brand with the customer journey, addressing pain points and offering sought-after solutions.

Why Personalized Messaging Matters:

  • Effective ROI: 56% of retailers say personalized messaging delivers the highest ROI, with email and SMS leading the way.
  • High Impact: Personalized messaging provides:
    • 120x ROI
    • 50% better customer re-engagement
    • 21% rise in sales conversions

Rising Investment in Mobile Messaging:

  • 87% of Marketers: Plan to maintain or increase spending on SMS, Facebook Messenger, and WhatsApp.
  • Platforms Like Attentive.com: Hyper-personalized SMS and email tools help brands send the right message at the right time.

Align Your Brand Communication:

  • Tailor messaging to the customer journey stages. Speaking the audience’s language builds trust and encourages conversions.

Investing in personalized messaging deepens brand connections, boosting engagement and sales.

HubSpot’s 2024 report and KIBO data confirm this approach’s importance. 

Leverage Chatbots

While many are familiar with ChatGPT, it’s crucial not to overlook Meta’s powerful chatbot capabilities. Currently, over 300,000 chatbots are in operation on Facebook Messenger, offering significant opportunities for brands to streamline customer interactions and drive conversions (source: VentureBeat).

Why Chatbots Matter:

  • Revenue Boost: E-commerce stores using Facebook Messenger and abandoned cart chatbots report a 7-25% increase in revenue (source: Chatbot).
  • Better ROI: Conversations between brands and customers via Facebook Messenger provide a 30% better ROI than retargeting ads (source: Business Insider).

Explore Meta’s Chatbot Technology:

  • Meta.ai: At the end of April, Meta released its new chatbot platform, Meta.ai, which allows users to access chatbot information directly from their Facebook feed.
  • Easy Access: By tapping the call-to-action next to posts of interest, users can immediately ask Meta’s chatbot for more details, seamlessly integrating it into their browsing experience.

Takeaway:

Using chatbots through Meta lets you engage customers, offer personalized help, and boost conversions.

This technology builds connections, provides timely support, and increases ROI. 

Email Marketing

In February 2024, Yahoo and Gmail introduced new rules for those sending over 5,000 emails daily. To avoid the spam folder, follow these guidelines:

Key Rules for Deliverability: 

  • Authentication: Use protocols like DKIM, SPF, and DMARC to verify your identity and reduce spam risk.
  • One-Click Unsubscribe: Make it simple for recipients to opt out with a one-click unsubscribe option.
  • Honor Requests Within Two Days: Process unsubscribe requests within two days to stay compliant and avoid negative feedback.
  • Spam Complaint Rate Below 0.3%: Keep your complaint rate under 0.3%, as a higher rate can signal problems with your list or email content.

Why This Matters:

Providers are tightening their rules, so it’s crucial to follow these steps to ensure your emails reach the inbox. These best practices are now strict guidelines affecting deliverability.

By sticking to them, you can ensure your emails land in the inbox and your audience receives valuable content.

5 Main Email Trends for 2024

In February 2024, Yahoo and Gmail introduced new rules for those sending over 5,000 emails daily. To avoid the spam folder, follow these guidelines:

These key trends are shaping the future of email marketing and are worth incorporating into your strategy:

  1. AI in Content Creation:
    Generative AI saves time and boosts engagement. Over a third of marketers use AI for copywriting.
  2. Personalization Boosts Engagement:
    80% of marketers see improvements with personalization. Countdown timers and live updates can boost conversions by 52%.
  3. Email Segmentation:
    Segmentation improves results for 90% of marketers. Test strategies and update segments for better engagement.
  4. B2C Tactics Outshine B2B:
    B2C brands use AMP emails and live content. B2B brands can use countdown timers for urgency.
  5. Email Tactics and Technologies:
    Small businesses should try action-triggered emails and use advanced analytics to find what works best.

Integrate Your Email Tools:

Integrate email tools with CRM, analytics, and marketing automation platforms. This boosts insights, personalization, and transparency.

Trends Showing Improvement:

  • Email segmentation: +50%
  • Action-triggered emails: +44%
  • Universal holdout groups: +41%
  • Advanced analytics: +40%
  • Machine-triggered emails: +37%
  • Operations-triggered emails: +36% 

These trends will help your brand stand out in 2024, based on the Litmus 2024 State of Email Trends Report.

FAQs

When selecting a backup plugin for WordPress, consider the following factors: 

  • Backup Frequency and Automation: Determine if you need real-time backups or if scheduled backups are sufficient.
  • Storage Options: Look for plugins that offer off-site storage options like cloud services to ensure data is safe even if your server fails.
  • Restoration Ease: Choose a plugin that allows easy restoration of your site to minimize downtime in case of a failure.
  • Additional Features: Depending on your needs, consider other features like staging environments, migration tools, and incremental backups.
Free backup plugins can be reliable, but they often come with limitations in features, storage options, and customer support compared to premium plugins. For basic sites or personal blogs with limited data, a free backup plugin may suffice. However, for businesses or websites with significant data, investing in a premium backup solution is advisable for enhanced security and functionality.
The frequency of backups should align with how often you update your site. For dynamic sites with daily content updates, daily or real-time backups are ideal. For static sites with infrequent changes, weekly backups might be sufficient. Always ensure you have a backup before making any major changes to your site.
Backup plugins can impact site performance, especially if backups are scheduled during high-traffic periods. To minimize performance issues, schedule backups during low-traffic times and consider using plugins that offer incremental backup options, which are less resource-intensive than full site backups.