2024 Communication Trends: Trends to Embrace, Icks to Erase
A Call to Shake Up and Disrupt Communication Strategies!
As 2023 has come to an end it’s always good to reflect on what we want to take into the new year and what is best left behind.Â
In 2023, social media, particularly TikTok, witnessed a complete explosion, with a rise in black British content creators and niched-down influencers. We have also seen an increase in the use of AI in marketing with Jacquemus' viral on wheels campaign taking over LinkedIn - every marketer and strategist had something to say and an opinion to share. Last year birthed numerous impressive communication strategies, but like in any creative landscape, certain approaches deserve to be kept in the archives.
Dance Challenges to Promote a New Song
Whilst this one might be controversial, I’m sure we are all tired.Â
Hear me out.
If you're an artist and dancing isn't intrinsic to your craft … why the sudden dance routine on TikTok? Consumers are growing more discerning, detecting money grabs and inauthentic marketing campaigns. Broadcasting a dance routine on social media to boost a song's visibility or virality only works when it aligns seamlessly with the artist's natural talents. Admittedly, this approach has brought success for some artists like Lay Bankz, either evolving organically or genuinely reflecting their style.
However, more often than not, such attempts come off as cringeworthy and forced, especially when it's obvious that labels or agencies are driving this. This not only reflects poorly on screen but it is also a true example of the lack of creative strategy behind campaigns. In 2024, it's time to leave this forced approach—following trends should still contribute to a brand or creative’s authentic brand, not a half-hearted ploy to win short-term lived likes, shares and comments.
Bring back bespoke and personally curated, targeted communications strategies!
Non-Inclusive Influencer TripsÂ
Let’s leave this behind.Â
The PR disaster that comes from poorly planned brand trips that exclusively showcase creators of a single skin colour or a singular 'aesthetic,' is terrible. Especially when the brand in question touts itself as inclusive. The repercussions of public scrutiny completely outweighs any benefit that may have come with the press trip in the first place.
In 2024, there's simply no excuse for us to still be having these conversations with brands and agencies. Every type of creator exists to align with your brand, aesthetic, or messaging. Non-inclusive influencer trips are unnecessary. It's time for brands to either execute these campaigns properly or avoid them altogether.
Non - Curated PR AdvertisingÂ
Good things come in threes, so here’s the final read.
Thankfully, this year, we’ve seen creators tapping into their creative bag, with fun vlogs and long-form content that steers away from bog standard advertising. We love seeing the integration of ‘non-advertisement-like’ marketing placements and promotions, seamlessly woven into videos. Creators like Alliyiah's Face and Melisa's Wardrobe do this well, effortlessly incorporating brand deals and promotions throughout vlogs, carousels, and Instagram stories.
This year has taught us a valuable lesson: consumers can be persuaded to buy virtually anything and 'girl maths’ it into the budget. Knowing this, why do we still see brands and creators churning out the same mundane, monotonous promotional videos.
There are so many content creation styles to explore, allowing you to carve out your unique niche and cultivate a supportive community that not only appreciates but also invests in your product placements or brand deals. Let's collectively distance ourselves from uninspiring, lacklustre content creation. Injecting personality into your content and infusing your unique spin into promotional material can truly set you apart. It's time to break free from the monotony and embrace a more vibrant and personalised approach to brand partnerships.
As we bid farewell to 2023, it's always exciting to reflect on the evolving creative communication landscape. As we step into 2024, let's embrace and encourage bespoke strategies and bid farewell to forced trends. At akb studios, we are excited to usher in a future where creativity and authenticity shine through content creation and brand partnerships.