Written by Gabrielle Hayden
It is 2024 and consumers attention spans are shorter than ever! It’s now more important than ever for marketers to stay on top of the latest and most popular marketing trends. It can be a tricky game keeping up with the ever-changing world of marketing but staying up to date and prepared for the next step can be a game changer. Let me take you through the most important marketing trend for 2024, why it dominates, and why the attention span factor amongst consumers is so relevant.
Attention Span Amongst Consumers
A study conducted by Microsoft in 2015 showed that Gen Z had an attention span of 8 seconds, which was 4 seconds less than Millennials! Marketers are currently facing the challenge of having less and less time to get their message across. The first few seconds of ads are becoming more crucial each year. Why have attention spans decreased so much? In our fast-paced culture, there is tons of information overload flooding the minds of consumers between social media, emails, the news, and other forms of advertisements. There are so many distractions in today’s world, and it may be hard for people to remember everything- especially if it does not grab their attention and leave an impression on them.
Top Marketing Trend of 2024
Short form video content reigns as the top marketing trend of 2024. Platforms utilized for this technique include Tik Tok, Reels, and YouTube Shorts. These types of videos range from a few seconds to under a minute. This format works well to capture consumers attention quickly, which is especially crucial in the fast-paced world we live in. HubSpot conducted a survey revealing that 53% of marketers will invest more into short form video content for 2024, and that 38% of marketers will keep the same amount they had invested previously. That is not the only website who had done a study about this idea. With so many people hopping on this trend, there are a few specific things to watch out for within short form videos. Not only is it important to keep the videos short and sweet, but it is also crucial to keep the videos authentic while having them tell a story. Storytelling and making content personalized are two crucial elements. Utilizing data, and features like sound and captions can have added benefits to help capture experiences when it comes to these types of videos. By staying up to date with these trends such as short form videos, you will be an expert marketer in no time!
Why TikTok Dominates
Tik Tok is currently the most popular platform for short form videos. Between the short and entertaining content, ease of use and the personalized algorithm, Tik Tok has quickly made a name for itself as the top dog of short form video platforms. The User Generated Content (UGC) produced can be both entertaining and educating, but the key is that the videos are only 15-60 seconds, making them digestible for consumer’s shortened attention spans. Adults in the US watch Tik Tok an average of 45.8 hours a month! That is almost 2 entire days out of every month. Not only is the app design, features, algorithm and content to thank for its success, the emergence of new influencers derived from Tik Tok are also to thank. Numerous trends and publicity have taken off so rapidly due to Tik Tok and there is no telling when this platform will move away from the top dog spot. While it’s here, take advantage of its amazing features, diverse and unique content, and the enormous reach it has.
Final Thoughts
Be aware of the ever-changing marketing world we live in. Realize that consumer’s attention spans are getting shorter and shorter due to the information overload that consumers face. Keep short form video content at the front of your tool belt with specific features that these platforms bring. Keep content creative, stay ahead of the trends, and capitalize on the unique ideas that short-form videos bring. Tik Tok has been at the top of the game for a while now. Use it to benefit your brand or your business with the amazing algorithm and personalized content it creates. And remember… keep things short and sweet!
References
https://blog.hubspot.com/marketing/marketing-trends
https://www.linkedin.com/pulse/11-short-form-video-trends-2024-tomahawk-brand-management-tmgmc
AMA University of New Hampshire 
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