The Top 5 B2C Marketing Trends of 2024 [New HubSpot Blog Data + Expert Insights]

In 2024, 43% of B2C entrepreneurs plan to extend their advertising and marketing price range.

The query is: The place is that price range going? Will entrepreneurs reinvest in the identical methods or strive new traits?

To know what traits B2C entrepreneurs are leveraging in 2024, we surveyed 1,460 international advertising and marketing professionals working in B2B and B2C firms.

From influencer advertising and marketing to short-form video, there are such a lot of efforts manufacturers can give attention to. Let’s have a look at what our newest analysis says about what labored nicely for B2C entrepreneurs this yr and the place they plan to put money into 2024.

1. Quick-form video content material shall be a high precedence for B2C entrepreneurs.

Short-form video took off in early 2020 and exhibits no indicators of slowing down.

Again then, TikTok was the primary place to go for short-form content material. In the present day, Instagram Reels and YouTube Shorts are additionally competing for customers’ consideration.

That is excellent news for manufacturers, as short-form video pattern content material resulted within the largest ROI for entrepreneurs in 2023.

Moreover, 34% of B2C entrepreneurs mentioned short-form video is the #1 pattern they plan to put money into in 2024.

Why now? Nicely, short-form video is a key function in social media at present.

Last Crumb, an LA-based do-it-yourself cookie firm, is an effective instance of a B2C model dominating short-form video. They’ve over 200K followers and over 2 million likes on TikTok, and their movies are light-hearted and enjoyable, with a wholesome mixture of user-generated movies and studio-produced clips:

Finally, short-form video is a strong technique for reaching new audiences.

As Director of Analysis & Coaching at Blue Frog, Jillian Streit, advised me: “For the generations that favor to hear and watch their content material, short-form movies supply a novel alternative to showcase your model character that’s tougher to do by imagery or textual content. With storytelling and slightly humor, you possibly can join together with your viewers extra personally and generate longer-lasting loyalty in your prospects.”

Streit provides, “Organizations that promote tangible merchandise ought to make the most of short-form movies to shortly and effectively showcase key options and makes use of of your merchandise.”

In the present day, with so many platforms providing in-app buying experiences and superior advert codecs, manufacturers can meet extra of their advertising and marketing objectives.

2. B2C entrepreneurs will lean into mobile-friendly web site design.

34% of B2C entrepreneurs say mobile-friendly web site design is the highest pattern they’re targeted on in 2024.

To know why mobile-friendly internet design issues a lot for B2C manufacturers, I spoke with Bill Lorimer, Affiliate VP, Ecommerce at SmartBug Media.

Lorimer advised me, “Cellular-friendly design is greater than only a buzzword – it’s an important technique to remain forward of the competitors and guarantee a optimistic digital expertise on your model. Prioritizing cell optimization turns your e-commerce web site right into a magnet for on-the-go customers, providing them a seamless and gratifying expertise whatever the gadget they’re utilizing.”

He provides, “Cellular-friendliness isn’t simply concerning the front-end expertise, both: Serps additionally prioritize mobile-friendly websites over ones that aren’t. Finally, investing in cell optimization interprets into elevated visitors, greater conversion charges, and higher income era, making it a elementary technique for the success of your model in at present’s digital panorama. If this isn’t a precedence on your model, be prepared for difficult instances forward.”

Not sure the place to start? Check out our guide on optimizing your site for mobile users.

3. B2C entrepreneurs will grow to be obsessive about creating content material that displays their model’s values (e.g. social accountability).

Manuela Gaitan, Head of Advertising and marketing at Awtana, advised me: “There was a rising pattern in direction of creating content material that displays a model’s values, significantly these centered round social accountability. Whereas this method is probably not as widespread as focusing solely on product options or life-style imagery, it is proving to be a worthwhile funding for B2C firms.”

Gaitan believes there are three causes creating content material that displays model values is necessary for B2C entrepreneurs. As she places it:

• Aligning advertising and marketing content material with a model’s values helps set up a deeper emotional reference to customers. By showcasing a dedication to social accountability by content material, firms can resonate with their audience on a extra profound stage, fostering loyalty and belief within the course of.
• Speaking model values in advertising and marketing content material can set an organization other than its rivals in a crowded market. By highlighting these values, B2C firms can carve out a definite identification for themselves, attracting like-minded customers who’re drawn to their mission and function.
• Investing in content material that displays model values can have long-term advantages for an organization’s repute and backside line. By demonstrating a real dedication to social accountability by their content material, firms can improve their repute as moral and socially aware entities, which may translate into elevated buyer loyalty and optimistic word-of-mouth.

A whopping 46% of B2C entrepreneurs plan to extend their funding in creating content material that displays their model’s values in 2024. As your rivals enhance their investments, you will wish to think about doing the identical.

4. Influencer advertising and marketing will reign supreme.

For many B2C entrepreneurs, the ability of influencers is obvious.

In 2023, 54% of B2C entrepreneurs labored with creators or influencers — and 49% plan to extend their investments in influencer advertising and marketing in 2024.

It is because in 2023, influencer advertising and marketing supplied companies the perfect returns. When requested to pick out their high ROI driver from a listing of 26 techniques and methods, 12% of entrepreneurs selected influencer advertising and marketing — forward of AI/automation and native promoting.

I can personally attest to the ability of influencer advertising and marketing: Nearly every day, I’m buying B2C merchandise from my newest favourite influencer. Most not too long ago, I’ve purchased skincare merchandise, an Amazon head-scratcher, and a every day vitamin complement — all because of influencer advertising and marketing.

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5. B2C entrepreneurs will lean closely into social promoting.

Talking of my aforementioned on-line buying habits: Social promoting shall be enormous in 2024.

The truth is, 30% of B2C entrepreneurs predict it is going to be the highest pattern of the yr.

As seen in our Shopper Traits survey, social media is the future of shopping. Inside Gen Z, Millennials, and Gen X, social media is the popular channel for product discovery. Amongst all customers, there’s a rising variety of social media customers who purchase on social media.

That quantity is particularly excessive amongst youthful generations, with 27% of millennials and 22% of Gen Z purchasing products directly in-app.

When figuring out the best way to promote merchandise on social media, it‘s important you begin with the platforms on which you have already got a following. As an illustration, in case your model sees excessive engagement on Instagram, it is smart to start out promoting your merchandise to your Instagram viewers, who’ve already demonstrated curiosity in your model.