Social Media Trends: How Different Industries Are Adapting

In the fast-paced world of social media, keeping up with trends is essential for businesses across all sectors. As we near the end of 2024, certain trends are standing out, and industries are finding innovative ways to integrate them into their strategies. Here’s a look at key trends shaping the social media landscape, along with examples of how different sectors are adapting.

Long-Form Video Content

While short-form content remains dominant, there’s a noticeable shift towards long-form video on platforms like YouTube, TikTok, and IGTV. Brands are increasingly using this format to tell more in-depth stories, providing viewers with richer, more engaging content.

Fonterra, one of the world’s leading dairy exporters, has embraced long-form video to offer a deeper insight into their operations and global reach. On YouTube, Fonterra shares detailed videos exploring their supply chain, from the farms where the milk is sourced to the factories where it’s processed and packaged. Featuring in-depth discussions with farmers, scientists, and industry experts, these videos highlight Fonterra’s dedication to innovation, sustainability, and quality. By offering a transparent look behind the scenes, Fonterra strengthens its brand and builds trust with consumers and stakeholders worldwide.

Social Commerce

Social commerce, the integration of shopping features within social platforms, is rapidly growing. With in-app purchasing available on Instagram, Facebook, and Pinterest, brands are turning their social media presence into direct sales channels, creating a seamless path from discovery to purchase.

Mecca is capitalising on social commerce by using Instagram’s shopping features to drive sales directly from their posts. They curate collections of beauty products in aesthetically pleasing layouts, allowing users to browse and purchase items with just a few taps. This smooth transition from browsing to buying enhances the customer experience and boosts sales, turning social media into a powerful e-commerce tool.

Playful and Interactive Content

Social media users crave interaction, making playful and interactive content like polls, quizzes, and augmented reality (AR) filters increasingly popular. These features not only make content more enjoyable but also increase user engagement and time spent on a brand’s page.

The University of Auckland is utilising interactive content by featuring quizzes and polls on their social media platforms to engage prospective students. For example, they run polls inviting current students to share their experiences. This fun, engaging approach encourages prospective students to spend more time interacting with the university’s social pages, ultimately fostering a stronger connection with the institution.

Behind-the-Scenes Content

Authenticity remains a key trend in social media, and behind-the-scenes content is an excellent way for brands to humanise their operations. Whether it’s showcasing the creative process or offering a glimpse into daily life at the office, this type of content builds trust and relatability.

Kookai gives followers a peek behind the curtain, sharing insights into their design process, from initial sketches to final production stages. They also introduce key office staff, giving their audience a personal connection to the people behind the brand. This transparency resonates with consumers who value sustainability and ethical production, helping Kookai reinforce its commitment to responsible fashion while building consumer trust.

User-Generated Content and Influencer Partnerships

Collaborating with influencers and encouraging user-generated content (UGC) is a powerful way for brands to build community and boost engagement. Seeing real people using a product or service adds authenticity and can significantly influence purchasing decisions.

Pals, a popular ready-to-drink beverage brand, has successfully tapped into user-generated content on TikTok to tell their brand’s story. By encouraging customers to share their experiences with Pals—whether it’s enjoying a drink at a gathering or showcasing their favourite flavours—the brand has cultivated a vibrant and authentic online community. User-created videos often feature Pals’ eye-catching packaging, naturally drawing attention and increasing brand visibility. This strategy not only fosters community but also deepens connections with potential customers by showcasing real people enjoying the product.

As social media continues to evolve, staying on top of emerging trends is essential for businesses looking to remain competitive. Whether it’s through long-form videos, social commerce, interactive content, behind-the-scenes insights, or user-generated content, each trend offers unique opportunities to engage audiences and drive brand growth. Now is the time to embrace these changes, integrate them into your social media efforts, and ensure your brand stays ahead in the ever-changing digital landscape.