It’s another year already. Where did the time go? 2023 was Earth’s hottest year on record, it was also the year AI went mainstream, and unfortunately it was a year defined by geopolitical conflict.
What does 2024 have in store for you? Well, we know it’s going to be a little longer since 2024 is a leap year — 366 days instead of the usual 365. Let’s hope it’s a good one, since it’s that extra day longer. We also know it will be a big year for sport with the Summer Olympics in Paris this July and the UEFA European Football Championship in June.
As for the rest… Well, since we’re doing our best to beat those January blues,thousand the season for industry forecasts, outlooks and a deluge of ‘expert assessments’. As much as we love the research firms and agencies that are hard at work publishing their latest trend forecasts to set the tone for the coming year, the sheer volume can get overwhelming.
But luckily, our editors are on hand to sift through the technicalities, highlight the important information, and generally do all the work so you don’t have to. Instead, you can simply read our easy-to-digest overview, which distills all the vital information from the reports into one handy prospect guide.
This month, we will continue to fuel your curiosity with new information, bringing you critical information worth following each day.
WHAT TO WATCH OUT FOR IN 2024
Return to joy
Based on the collective research and insights of strategists, futurists and innovators from across the global web, Dentsu Creative’s 2024 Trends Report explores the power of hope in a volatile world. Among the five macro trends the report reveals is an “ode to joy”:
1. Joyful resistance
In a world where joy can seem in short supply, it becomes more important than ever. Moments of joyous surrealism arise in response to a world in chaos as advertising rediscovers the transformative power of humor.
2. Self-care as a subversive activity
Whether it’s the refuge of the “Everything Douche” or the rise of the “soft life” and “lazy girl jobs” in the rejection of noise culture, a quiet rebellion against the fast-paced, high-pressure lifestyle is underway.
3. Unadulterated game
Adult responsibilities are elusive or deferred in favor of play, as seen in the boom in “Kidult” toys, the popularity of the staple #GirlDinner, or a new wave of experiences that combine art galleries and soft play.
Stop saying “social” media
As we enter 2024, it’s time to stop saying “social media.” The main platforms don’t exist simply to connect us publicly with friends and family – this behavior has moved to private messaging apps and groups. By de-emphasizing “social,” brands can and will reevaluate how they distribute and syndicate content and messaging, while making big decisions about which platforms to focus their efforts on to achieve their goals.
Rise of hermit culture
The report predicts the rise of hermit culture in 2024. With the ongoing cost of living crisis, more people are choosing to stay, invest and entertain at home, along with the growth of knowledge culture – a steady resurgence of micro-learning through online platforms. Advertisers will have to work hard to restore the trust of consumers and businesses. Finding the right audience will become critical, using targeting and first-party data to reach the right customer at the right time. Additionally, brands will need to know exactly where consumers are spending to capitalize on valuable moments while allowing campaigns to change and adapt to changing habits.
In-app purchases will be the next revenue battleground in social media apps
Historically, social apps have been monetized through ads, but in 2024, data.ai predicts that more platforms will monetize directly from users. TikTok led the way by introducing in-app purchases for “tipped” content creators. YouTube and Instagram followed suit. The move will represent a 152% increase in consumer spending on social media apps in 2024.
AI is becoming the ultimate marketing assistant
HubSpot has seen marketers in SEA increasingly look to AI as an assistant that augments their ability to better manage day-to-day tasks. This is especially true for generative AI applications that help marketers develop higher-quality, personalized content that resonates better with audiences, all at a faster pace. These sentiments are echoed in a HubSpot survey, where content creation emerged as the top use case for generative AI among 89% of marketers in the business hub of the Singapore region.
