There is no better phrase for the digital age than the phrase “Change is the only constant.” With new and exciting technologies emerging all the time, it can be difficult to keep up. But by being selective about media that speaks directly to your business and your audience, you can capitalize on trends and ride the wave of success for your business.
Here are three digital marketing trends for small businesses to watch in 2024.
Video content will never take center stage
You'd be hard-pressed to find a social media user, both abroad and in South Africa, who isn't aware of the sudden rise of video content. There's no doubt about that. Social media has become more about scrolling than searching. For digital marketers, this behavioral shift is both a daunting challenge and a fascinating opportunity.
Brands that jump at the chance to use video content as marketing materials have an incredible advantage, but they also need to crack the short-form video code to get their message across, quite literally, in milliseconds.
What's interesting is that, as statistics show, there are many marketers who are ready to actively face this situation. And if there's one major platform that can be used as a yardstick for this claim, it's TikTok.
According to data collected by ByteDance, TikTok's potential advertising reach in South Africa has increased by more than 80% in just one year. This finding is even more staggering considering that her TikTok ads reached almost 30% of all adults over the age of 18 in South Africa at the beginning of 2023, according to ByteDance research. It's gaining momentum, and there's never been a better time for small businesses or budget-friendly businesses to jump on the video content bandwagon.
What's all the fuss about AI?
No 2024 trends report would be complete without mentioning generative artificial intelligence (AI). ChatGPT is now considered a pioneer in the mainstream AI industry for innovation and accessibility, and will be widely available in South Africa and the rest of the world in 2023. It has certainly been controversial since its release, with some world leaders questioning the very real threat. This is nothing but a breakthrough in digital technology.
Nevertheless, on the face of it, AI in some form is here to stay, and even if you're not using it, there's a good chance that using it will improve your business efficiency.
Generative AI can be used in a variety of ways in the digital marketing field. Even inexperienced brand managers and small business owners can use tools like ChatGPT and Microsoft Copilot to create summaries of long research papers or blog content. It is also used as a keyword research tool for search engine optimization, writing social media post copy, and coming up with creative ideas for marketing campaigns.
A study conducted by ITWeb found that the top five use cases for AI by businesses in South Africa are content generation, research purposes, customer support, code/script writing, and creative tasks. While there are certainly many pitfalls to using a tool like ChatGPT, the benefits cannot be ignored.
The output of such tools still requires sense-checking and fact-checking, editing and tweaking, but overall it's one of the most cost-effective and easy ways to do a better job as a small business. . marketer.
Video podcasting? Yes, please.
One of the newest trends starting to take shape in the local market is video-enabled podcasting for promotional, entertainment, and educational purposes. Overseas markets like the US and UK are leading the way in this regard, with podcasters raising millions of dollars by turning what was once a digital hobby into a full-fledged career path.
When podcasts first emerged as a technology to “take over broadcast radio,” they took the form of audio-only clips and quickly became a popular accompaniment to exercise routines and leisure time. Podcasters are gradually waking up to the fact that video content is truly king.
This trend is slowly but surely starting to emerge in South Africa, with mainly large companies starting to launch their own video podcast shows and make the most of this medium as a powerful marketing tool.
Over the next year, there will undoubtedly be a video podcast revolution in the South African market as more content creators enter the space and offer their services to brands and businesses. Small businesses need to choose their partners strategically. You don't necessarily need a big budget to get your message across effectively. When it comes to podcasting, it's all about being on the right shows and talking about the right things. Podcasting can also be a valuable source of revenue through brand sponsorships, advertising, and subscriptions.
