Not all trends are fleeting. Some hit hard and stick around because they fundamentally shift how marketing works. These are the ones from 2024 you’ll still be leaning on next year AND beyond.
There are 6 that come to mind for me.
1️⃣. The ‘Edutainment’ Era
B2B or B2C? it doesn’t matter anymore. If your content isn’t educational AND entertaining, you’re invisible.
The best brands? They’re becoming part media company, part late-night talk show, part professor.
What to do:
✔️: Stop posting boring thought leadership.
✔️: Think: Ted Lasso meets MasterClass.
✔️: Break down big ideas with storytelling and visuals.
Brands doing this well:
🥳: Chime
🥳: Asos
🥳: Burberry
🥳: Kreiss
🥳: Clickup
🥳: Set Active
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2️⃣. Community-First Everything
Communities aren’t just a buzzword anymore. They’re THE growth engine. The best brands are focusing less on audiences and more on fan armies.
What this looks like:
✔️: Private groups > Social followers. (Think Discord, Geneva, or Slack.)
✔️: Brands bringing superfans into the creative process (i.e. feedback panels, UGC, exclusive drops).
✔️: Communities as THE retention strategy for SaaS, DTC, and even agencies.
Brands doing this well:
🥳: Sephora
🥳: Notion
🥳: Clay
🥳: Figma
3️⃣. Community-First Everything
Short attention spans don’t mean less content—they mean content that hooks. Serialized content is crushing it. People want the next chapter, not a one-off.
What’s working:
✔️: TikTok series, newsletters, or mini-docs that build a story arc.
✔️:Episodic B2B content that tackles one problem at a time, like a “Netflix for CXOs.”
✔️:Building hype by turning your insights into bite-sized cliffhangers.
Brands doing this well:
🥳: Wellhub
🥳: Hubilo
🥳: Vogue
4️⃣. AI Isn’t Replacing You, It’s Making You More Efficient
AI is now your creative sidekick, not your competition. The best marketers aren’t scared of it—they’re using it to move faster and go bigger.
How to leverage it:
✔️:AI drafts the blog – you add the personality and expertise.
✔️:Automate email personalization with AI tools (beyond [First Name]).
✔️: Test 10 ad creatives in minutes—AI optimizes the winner.
5️⃣. The Creator Economy Keeps Growing
Creators became essential partners for brands in 2024, and that’s only going to deepen. Authentic, relatable content from creators outperforms traditional ads, and audiences are flocking to influencers they trust.
Why it’s staying big:
✔️: Creators help brands connect with niche, loyal audiences.
✔️: Platforms like TikTok, X, and IG are giving creators even more tools to thrive
✔️: Trust in institutions are at all-time low
✔️: The rise of TikTok Shop
Brands doing this well:
🥳: Clay
🥳: Zapier
🥳: Hubspot
6️⃣. Micro Events More Important Than Mega Conferences
In-person marketing made a big return in 2024, but it wasn’t the massive expos that thrived—it was intimate, hyper-focused gatherings. Micro events fostered deeper connections and ROI.
Why it’s sticking:
✔️: Tailored Content Hits Harder
Smaller groups = hyper-relevant content. People leave with insights they can actually use.
Example: A 20-person workshop for CMOs on ABM strategies or a private dinner to showcase prototypes to top customers.
✔️: Higher ROI, Lower Costs
Micro events cost less and deliver more impact. Forget trade show booths—small, focused gatherings drive real engagement.
Example: A virtual panel with niche influencers or an exclusive Discord AMA.
✔️: Deeper Connections
Intimacy builds loyalty. Small events foster stronger relationships that last beyond the event itself.
