2024 Social Media Trends: Building Trust Through Live Streaming, Influencers, and UGC
If you’ve peeked into your social media feeds recently, you’ve probably noticed it’s not just photos of latte art and puppies anymore. From short-form videos to influencer-led campaigns to user-generated content (UGC), the digital marketing landscape is buzzing with new ways to earn audience attention and loyalty. Below are three emerging trends every marketer should have on their radar in 2024.
Long-Term Influencer-Brand Relationships
- Modern Word-of-Mouth
Influencer marketing is basically the digital version of word-of-mouth—a friend’s recommendation that reaches millions. It seamlessly fuses personal trust with the massive visibility of platforms like Instagram, TikTok, and YouTube. - Industry on the Rise
This market is ballooning by 29% each year, topping $21.1 billion in value. Brands are using influencers for more than just product shoutouts; they’re building brand authority and inspiring entire online communities. - Future Outlook
The buzzword here is authenticity. The era of one-and-done #sponsored posts is fading. Brands and influencers are opting for longer-term partnerships, providing honest, reliable content that resonates on a deeper level with audiences.
Live Streaming and Video-Based Content
- Video Rules the Roost
With platforms like TikTok, Instagram Reels, and YouTube Shorts, video’s popularity has soared—particularly among Millennials and Gen Z. These bite-sized, quick-hit clips keep audiences hooked in a way static images can’t always match. - Going Live
Live streaming is experiencing a 20% surge, raking in $1.49 billion. Why? Real-time interactions feel unscripted and engaging, prompting viewers to chime in, ask questions, or even make purchases instantly. - Why It Works
Video, especially live video, humanizes your brand. Instead of polished perfection, you’re showing real faces, real voices, and real-time reactions—giving audiences a glimpse behind the curtain (and a reason to stick around).
Absolute Trust Counsel — Pivoting to Live Streaming with Absolute Trust Counsel
When the pandemic shut everything down, Absolute Trust Counsel—a Walnut Creek-based estate planning firm—found themselves scrambling to stay visible. Together, we made a bold move: weekly Facebook Live events on urgent topics like health directives, financial preparedness, and legal paperwork. These broadcasts met an immediate audience need while also further humanizing ATC’s brand. Better yet, each session was repurposed across newsletters, social media, and their website—building trust, sparking conversations, and attracting new clients. Hundreds of videos later, hundreds of thousands of views later, and thousands of subscribers, this strategy is a prime example of how flexibility and genuine, real-time outreach can keep you front and center in a quickly changing world. You can learn more about our work with Absolute Trust Counsel by reading our full case study here.
User-Generated Content (UGC)
- What It Is
Think of UGC as your customers doing your marketing for you. Whether it’s photos, reviews, or testimonial videos, real people share their real experiences—and that authenticity is worth its weight in gold. - A Trust Builder
Around 80% of consumers say they trust peer-generated photos and reviews more than polished ads. That’s huge when you’re trying to cut through the noise of a crowded social landscape. - Budget-Friendly Boost
With 36% of marketing teams facing budget cuts, UGC offers a more cost-effective way to build buzz. If someone genuinely loves your product or service, let them shout it from the rooftops (or their Instagram feed).
Key Takeaways for 2024
- Nurture Influencer Relationships
Seek out influencers who align with your brand’s values and invest in longer-term collaborations. Authenticity beats flashy any day. - Invest in Video—Especially Live
People crave face-to-face interactions in an increasingly virtual world. Live streams build trust fast by offering a transparent look at your brand. - Get Your Customers Involved
Encourage fans, followers, and clients to share their stories. UGC not only builds credibility but also fosters a sense of community.
By focusing on these three key areas—influencers, video, and user-generated content—you’ll be ready to seize opportunities and outmaneuver competitors in 2024. After all, social media is less about shouting the loudest and more about finding innovative ways to genuinely connect with your audience.
Have questions about implementing a customized growth strategy for your business? You can get in touch with us by calling 760-458-9201 or emailing Susie@Q2Mark.com.