2024 in Marketing: What New Trends and Tools Are We Expecting from Communications

As we get into the full swing of a brand new year, it’s time to look ahead and see what trends and tools we predict will be a hit in 2024! Whether it is AI, multimedia, or socials, here is what we think will be the biggest trends that everyone in marketing will be talking about.

The Continuing Rise of AI, but with a Human Touch
AI is a buzzword that just won’t go away.
The tech is undeniably making our lives easier, whether it is writing copy to knowing when the right time is to post on social media, but our trust in AI still needs to be built. So, from a PR perspective, we human marketing people still have a part to play.
In Cision’s State of the Media report 2023, journalists said that maintaining credibility was the biggest challenge they faced – so relying on AI-developed stories and information wasn’t what they were after. The ‘R’ of PR is still important – so they can ensure the data and news they are reporting is reputable and reliable.
Similarly, looking at social media activity (through Hootsuite’s social trends research) – 62% of customers are less likely to engage and trust content if they know it was created by AI. This means that everyone still wants a human behind the content they consume, whether it’s a social post or a news release – AI isn’t replacing us anytime soon.

Takeaway: We’ll use AI to help streamline our work, but we’ll still be providing content made by humans, and picking up the phone to talk to people!

Multimedia is on the Rise
30% of journalists are using multimedia more in their reporting, meaning that a static image might not just be enough to catch their attention – they’re keen to see videos, polls, and infographics that they can use to make their stories more interactive and compelling.
Here at Karol, we are continuing to explore new channels of communication through videos, podcasts, and short-form content for our clients. We’ve found by providing our stories, content, and messaging in multiple formats – we have a greater reach and engagement (Our fantastic Unforgettable campaign for Newcastle Hospitals Charity is a great example of this!)

Takeaway: We’ll carry on developing creative ways to present our client’s stories so we can get the best possible reach and results.

Social Platforms aren’t ‘One-Size Fits All’
On the Up: TikTok, LinkedIn, Instagram
Going Down: X, Facebook, Pinterest

This is the lay of the land according to Hootsuite’s social trends research. However, in certain sectors, like healthcare, they still rely heavily on Facebook to share content and information.
What’s interesting is that the social media platforms that are rising have very different purposes and audiences. TikTok is now seen as the place for younger audiences, LinkedIn is still a consistent professional network, and incredibly valuable not just for traditional B2B organisations, but for consumer brands to share cultural and reputation-related content.
X [Twitter] has had a turbulent year, so it’s no surprise that many are abandoning ship, so will Instagram’s Threads fill the Twitter void? It’s too soon to tell, but the fact the platform’s usage is on the rise hints that this may well be the case. The challenge is that X’s audience and usage are very different to Instagram, so it won’t be an immediate transfer.

Takeaway: Don’t just join or leave a social platform because a report says so – if you’re getting engagement on Facebook, stay on Facebook – but always be mindful of who you’re talking to and why.

Need some help navigating the world of marketing? Why not get in touch with our expert team to see what Karol Marketing can provide for you.