A Look Back at the Top 5 Marketing Trends from 2024

As we say goodbye to 2024, and welcome 2025, I wanted to reflect on the top marketing trends that defined last year. From technological innovations to authentic storytelling, how have these trends reshaped consumer engagement to build deeper connections and drive measurable success?

1. Artificial intelligence (AI)

Topping the list is AI! According to HubSpot research done in September 2023, 64% of Marketers were already using AI – and in 2024 it became a standard component of marketing strategies. AI tools gave Marketers the opportunity to enhance both efficiency and effectiveness, with generative AI enabling scalable, tailored content creation.  AI-driven insights have made it easier than ever to optimize campaigns in real time, boosting ROI and customer engagement. AI is sure to remain pivotal in shaping marketing strategies this year.

2. Short-Form Video

There was a “reel” uplift in short-form video content, led by platforms like TikTok and Instagram. These dominated social strategies, as Marketers leveraged bite-sized videos to capture shorter attention spans to showcase creativity and authenticity in under a minute. Supported by viral challenges, behind-the-scenes clips, and interactive storytelling, short-form video has become the essential format for engaging younger audiences and keeping brands top-of-mind.

3. User-Generated Content (UGC)

We saw a surge in brands tapping into UGC to help them build awareness and foster trust. UGC, such as customer reviews and social mentions, amplified brand credibility by showcasing genuine consumer experiences. Unlike the paid influencer campaigns that dominated the early 2020s, UGC is seen as more credible. Encouraging audiences to share their personal stories helped brands turn customers into ambassadors, expanding their reach in an authentic and impactful way.

4. Environmental, social, and governance (ESG)

2024 marked a significant shift toward ESG principles, with consumers expecting more from brands than just good products and services. Companies had to actively demonstrate their commitment to environmental sustainability, social responsibility, and transparent governance. This trend proved instrumental in building long-term trust with customers and positioning companies as effective contributors to the well-being of our community.

5. Quality Editorial Content

Content is King and despite the flash of new trends, the demand for quality editorial content remained. Blogs, in-depth articles, and thought leadership pieces continued to play an important role in SEO and audience retention and engagement. While short-form content grabbed attention, editorial content provided the depth and expertise needed to nurture consumer loyalty.

Conclusion 

These top marketing trends from 2024 demonstrate the importance of finding the balance between technology advancement and human-centric approaches. As we move into 2025, these lessons - embracing innovation, fostering authenticity, and building trust - will undoubtedly shape this year’s marketing strategies.