Latest digital marketing trends in the UK: What’s hot and what’s not.

1. Short-form vertical videos.

Short-form, vertical video marketing is the star of today’s digital marketing strategy. It captures users’ attention and encourages them to engage with your business.

TikTok videos, Instagram Reels and YouTube Shorts are the most popular short-form video formats, boasting the highest return on investment (ROI) compared to alternative marketing strategies. It’s no wonder 67% of social media marketers plan to invest more in short-form content, according to HubSpot.

Don’t get left behind on the short-form video train. Video marketing is an economical and accessible way to market your brand, and it’s easier to do than you might think. With little more than a smartphone, tripod, a few bright ideas and a dollop of your time, you could be reaching new users in no time.

2. TikTok remains at the top.

No longer the new kid on the block, TikTok is one powerhouse of a marketing tool. If video marketing is on your list – and it should be – then don’t shy away from creating a healthy TikTok presence for your brand.

Boasting a phenomenal one billion active monthly users, TikTok acquires new fans faster than any other social media platform. According to TikTok shopping behaviour insights, almost three-quarters of users say that the app inspires them to look up products and brands online.

Check out some of the latest UK TikTok trends to help you get inspired.

3. All in for authenticity.

Now more than ever, consumers are reaching for brands that reflect their values. Interest in social responsibility, ethics and sustainability is growing, and users are searching for personalised experiences and transparency.

In 2024, authenticity will be the key to building trust and brand loyalty. So, try to be open with your consumers about:

• Your brand, including the products and services you offer.
• Your company values.
• Any social and environmental initiatives.

Sharing user-generated content is another way to show that you’re not afraid of being real. Consumers appreciate genuine reviews, experiences and stories and these can help encourage organic buzz around your brand. Customer photos, videos and comments can all help boost credibility and engagement.

4. Be mobile-friendly.

It may seem obvious, but being mobile-friendly is one digital marketing innovation you shouldn’t overlook. Your website content needs to be accessible whether consumers are browsing on a laptop, smartphone or tablet. If users can’t access your website or it takes too long to navigate, they won’t stick around. Having a responsive web design is just one method of keeping your brand mobile-friendly.

Mobile optimisation is a long-term investment, but it’s essential to stay competitive in the world of e-commerce. Keep testing your website on different mobile devices, monitor your performance and adapt to new updates or trends.

5. Social shopping.

Heart. Save. Add to basket. Social media is a great tool for understanding consumer shopping habits, boosting product discovery and inspiring purchases.

From new shoes to kitchenware, millions of consumers head to social media to find inspiration for what to buy. Now, brands can harness the power of social media as a sales channel with shoppable content.

Try using social content tools such as:

• Catalogue syncing integrations. List your products among your social posts to market your offerings directly to potential customers.
• Interactive posts. Create shoppable content from organic posts by tagging products. Take a look at how Pinterest seamlessly links consumers to merchants using Product Pins.
• Live shopping. Livestream product demos, sales and launch events hosted by content creators, influencers or a chatty member of your team.

6. Artificial intelligence.

You will have noticed a shift into all things artificial intelligence (AI) lately. Thanks to recent advancements in AI over the last few years, marketers are increasingly adopting this digital marketing innovation into their everyday toolset.

AI is helping marketers accelerate their productivity and expand their capacity in a number of ways, including:

• Content creation.
• Analysing customer data to identify pain points and improvements.
• Creating code for websites.
• Organising customers into groups, such as by preferences, demographics and behaviour.
• Chatbots for instant customer service.

7. Virtual and augmented reality.

Virtual and augmented reality is one digital marketing trend that’s transformed the consumer experience and created a new opportunity for marketers to capture engagement. With VR and AR, you can bring products to customers in seconds, showcasing your brand and services in a range of creative and interactive ways.

Create virtual environments, design product demonstrations and offer virtual try-ons to help drive brand awareness and increase conversion rates.

8. EEAT.

Experience. Expertise. Authoritativeness. Trustworthiness. These are the four pillars that Google uses to measure the quality of online content. When consumers use Google to explore products, services and information, these quality signals help bring the most helpful and relevant content to the top of the ranks.

EEAT is a concept that marketers need to become fast friends with to stay competitive – particularly in the wake of rapid-scale AI-generated web content.

Creating authentic and helpful content is the way to achieve your marketing goals. You can do this by:

• Producing original content
• Using credible sources
• Utilising user-generated content
• Prioritising readability, structure and engaging visuals
• Transparency and author credentials.

9. First-party data.

One of the biggest digital marketing innovations marketers will have to face this year is the phasing out of third-party cookies. Third-party cookies have long been a vital digital marketing tool, used to track user activity and create personalised and targeted advertising.

But a realigned focus on user privacy and protection means marketers will need to rely on valuable first-party data to continue delivering personalised and targeted marketing.

First-party data is collected directly from consumers and allows brands to understand their audience better to curate more relevant campaigns. First-party data can include:

• Website interactions
• Transactions
• Social media engagement
• Surveys
• Customer feedback
• Email newsletters.

Marketers who get ahead of this trend can place themselves in promising shape as we head into the uncharted waters of marketing without third-party cookies.

10. Influencer marketing.

Influencer marketing is another useful trend to take note of this year. Leading on from current themes of authenticity and relevancy, finding the right influencer to help market your brand is key. Partnering with micro and nano influencers can help you connect with smaller, but often more loyal and engaged audiences.

• Nano-influencers typically have less than 10,000 followers but have a more personal and authentic connection with their audience.
• Micro-influencers are considered to have a following between 10,000 and 100,000, often specialising in a niche interest that their audience finds trustworthy.

Partnering with relatable influencers can be a great way for certain brands to resonate with consumers, while also reaching new audiences.