The Prime 5 B2C Advertising Tendencies of 2024 [New HubSpot Blog Data + Expert Insights]

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

The query is: The place is that finances going? Will entrepreneurs reinvest in the identical methods or attempt new developments?

To grasp what developments B2C entrepreneurs are leveraging in 2024, we surveyed 1,460 world 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 examine what our newest analysis says about what labored properly for B2C entrepreneurs this yr and the place they plan to spend money on 2024.

1. Brief-form video content material can be a prime precedence for B2C entrepreneurs.

Brief-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. Immediately, 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 greatest ROI for entrepreneurs in 2023.

Moreover, 34% of B2C entrepreneurs stated short-form video is the #1 pattern they plan to spend money on in 2024.

Why now? Properly, short-form video is a key characteristic in social media right this moment.

Final Crumb, an LA-based selfmade cookie firm, is an efficient 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 robust technique for reaching new audiences.

As Director of Analysis & Coaching at Blue Frog, Jillian Streit, informed me: “For the generations that want to hear and watch their content material, short-form movies provide a singular alternative to showcase your model persona that’s harder to do by means of imagery or textual content. With storytelling and slightly humor, you’ll be able to 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.”

Immediately, 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 grasp why mobile-friendly net design issues a lot for B2C manufacturers, I spoke with Invoice Lorimer, Affiliate VP, Ecommerce at SmartBug Media.

Lorimer informed me, “Cellular-friendly design is greater than only a buzzword – it’s a vital technique to remain forward of the competitors and guarantee a constructive digital expertise to your model. Prioritizing cell optimization turns your e-commerce website right into a magnet for on-the-go buyers, providing them a seamless and pleasant expertise whatever the system they’re utilizing.”

He provides, “Cellular-friendliness isn’t simply in regards to the front-end expertise, both: Engines like google additionally prioritize mobile-friendly websites over ones that aren’t. Finally, investing in cell optimization interprets into elevated site visitors, greater conversion charges, and larger income era, making it a basic technique for the success of your model in right this moment’s digital panorama. If this isn’t a precedence to your model, be prepared for difficult occasions forward.”

Not sure the place to start? Check out our information on optimizing your website for cell customers.

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

Manuela Gaitan, Head of Advertising at Awtana, informed me: “There was a rising pattern in direction of creating content material that displays a model’s values, notably these centered round social accountability. Whereas this method is probably not as well-liked as focusing solely on product options or way of life 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 vital 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 shoppers. By showcasing a dedication to social accountability by means of 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 opponents in a crowded market. By highlighting these values, B2C firms can carve out a definite identification for themselves, attracting like-minded shoppers who’re drawn to their mission and objective.
• Investing in content material that displays model values can have long-term advantages for an organization’s fame and backside line. By demonstrating a real dedication to social accountability by means of their content material, firms can improve their fame as moral and socially acutely aware entities, which might translate into elevated buyer loyalty and constructive 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 opponents enhance their investments, you may wish to contemplate doing the identical.

4. Influencer advertising and marketing will reign supreme.

For many B2C entrepreneurs, the facility 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’s because in 2023, influencer advertising and marketing provided companies one of the best returns. When requested to pick their prime ROI driver from a listing of 26 ways and techniques, 12% of entrepreneurs selected influencer advertising and marketing — forward of AI/automation and native promoting.

I can personally attest to the facility of influencer advertising and marketing: Nearly day by 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 day by day vitamin complement — all due to 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 can be large in 2024.

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

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

That quantity is very excessive amongst youthful generations, with 27% of millennials and 22% of Gen Z buying merchandise immediately in-app.

When figuring out learn how to promote merchandise on social media, it‘s vital you begin with the platforms on which you have already got a following. For example, in case your model sees excessive engagement on Instagram, it is sensible to start out promoting your merchandise to your Instagram viewers, who’ve already demonstrated curiosity in your model.