An eventful 2024 is passing by. This year, 'video content' kept the throne
As the micro-trend of the Millennial and Gen Z (MZ) generation has settled into a mainstream culture and leads the overall consumption culture of society, the influence of influencers targeting them is increasing. Above all, the popularity of short-forms (short videos), which were the biggest trends this year, continued this year. Instagram (Reels), YouTube (Shorts), and TikTok continued to grow in the Korean market this year thanks to short-forms.
According to app and retail analysis companies WiseApp, Retail, and Goods, the monthly usage time of the three major short-form apps, YouTube, Instagram, and TikTok, was 149.1 billion minutes (as of August this year), up about 13% from 132.5 billion minutes last year, the highest ever. The trend of preferring video instead of writing and short video instead of long video is becoming more common among teens and 20s as a means of searching. Related content and markets are increasing exponentially.
Influencers are becoming more influential
This year again, influencers are playing a decisive role as a provider of information in the process of exploring public information and gaining enormous trust. It is analyzed that the MZ generation tends to trust influencers with content know-how and skills more in all fields than their favorite celebrities advertise. The younger generation prefers to create, find and influence content on their own, and their favorite brands, products, habits, languages, etc. spread at a much faster rate than before.
Instagram Trends for 2024
This year, Instagram has seen some prominent trends, one of which is the emphasis on "unrefined content" as highlighted by Jeong Da-jung, general manager of Instagram's public relations. The focus has shifted towards natural and unfiltered content, with users expressing themselves freely without the need for perfectly curated posts.
Furthermore, there has been a trend among Generation Z to expand offline friendships online through Instagram, with Direct Messaging (DM) becoming a major channel for communication, especially among the younger generation.
Additionally, the "anti-burnout" phenomenon, which offers stress relief through various activities, has gained traction. This includes both dynamic activities like sports and static methods such as engaging in reading for relaxation.
Impact on Brands and Marketing
Social media platforms like Instagram have become crucial spaces for companies and brands to connect with Generation Z. With 70% of Generation Z accessing Instagram more than once a day, brands are leveraging short-form content and collaborating with creators to engage this demographic effectively.
Looking ahead, the use of sound sources is anticipated to play a significant role in Instagram marketing for the next year. Utilizing sound effectively can enhance sales growth and engagement with short-form videos like Reels.
Future Trends and Forecasts
In the upcoming year, the rise of "AI Creator" is expected to make its mark, further shaping the digital landscape. As social media continues to lead trends, platforms like Instagram are likely to witness a surge in AI-powered technologies for advertising and content creation.
With 2024 drawing to a close, the evolving dynamics of social media, influencer culture, and content trends are set to pave the way for an exciting and transformative year ahead.
