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

In 2024, 43% of B2C entrepreneurs plan to extend their advertising funds.

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

To grasp what tendencies B2C entrepreneurs are leveraging in 2024, we surveyed 1,460 world advertising professionals working in B2B and B2C firms.

From influencer advertising to short-form video, there are such a lot of efforts manufacturers can concentrate on. Let’s examine what our newest analysis says about what labored properly for B2C entrepreneurs this 12 months and the place they plan to spend money on 2024.

1. Quick-form video content material might be a prime precedence for B2C entrepreneurs.

Quick-form video took off in early 2020 and reveals no indicators of slowing down.

Again then, TikTok was the primary place to go for short-form content material. At present, 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? Nicely, short-form video is a key function in social media at the moment.

Final Crumb, an LA-based selfmade 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:

In the end, short-form video is a robust technique for reaching new audiences.

As Director of Analysis & Coaching at Blue Frog, Jillian Streit, advised me: “For the generations that desire to pay attention and watch their content material, short-form movies supply a singular alternative to showcase your model character that’s harder to do by way of imagery or textual content. With storytelling and just a little humor, you’ll be able to join along with your viewers extra personally and generate longer-lasting loyalty in your clients.”

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

At present, with so many platforms providing in-app buying experiences and superior advert codecs, manufacturers can meet extra of their advertising targets.

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 internet design issues a lot for B2C manufacturers, I spoke with Invoice Lorimer, Affiliate VP, Ecommerce at SmartBug Media.

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

He provides, “Cellular-friendliness isn’t simply concerning the front-end expertise, both: Search engines like google additionally prioritize mobile-friendly websites over ones that aren’t. In the end, investing in cellular 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 the moment’s digital panorama. If this isn’t a precedence on your model, be prepared for difficult occasions forward.”

Uncertain the place to start? Check out our information on optimizing your web site for cellular customers.

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

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, notably these centered round social duty. Whereas this method is probably not as in style 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 vital for B2C entrepreneurs. As she places it:

• Aligning advertising content material with a model’s values helps set up a deeper emotional reference to shoppers. By showcasing a dedication to social duty by way 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 content material can set an organization aside from its rivals 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 function.
• Investing in content material that displays model values can have long-term advantages for a corporation’s fame and backside line. By demonstrating a real dedication to social duty by way of their content material, firms can improve their fame as moral and socially acutely aware entities, which might 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 take into account doing the identical.

4. Influencer advertising will reign supreme.

For many B2C entrepreneurs, the facility of influencers is evident.

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

It’s because in 2023, influencer advertising supplied companies the most effective returns. When requested to pick out their prime ROI driver from a listing of 26 ways and techniques, 12% of entrepreneurs selected influencer advertising — forward of AI/automation and native promoting.

I can personally attest to the facility of influencer advertising: Virtually each day, I’m buying B2C merchandise from my newest favourite influencer. Most just lately, I’ve purchased skincare merchandise, an Amazon head-scratcher, and a each day vitamin complement — all because of influencer advertising.

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5. B2C entrepreneurs will lean closely into social promoting.

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

In truth, 30% of B2C entrepreneurs predict it is going to be the highest pattern of the 12 months.

As seen in our Client 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 instantly 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.