Customer behavior is changing faster than ever.
Staying relevant means more than simply keeping up; it requires understanding where your audience is headed.
Today’s consumers want authenticity, speed, and experiences tailored specifically to them.
So, how can businesses keep up with these demands?
We’ve examined insights from leading marketing reports and digital, social, and growth marketing studies.
The findings are clear: brands that adapt now to current marketing trends will gain a powerful edge.
Partnering with a Growth Marketing Agency can be your ticket to harnessing these trends effectively.
With expert knowledge and adaptive strategies, an agency helps you capitalize on current marketing trends, positioning your brand to thrive in a constantly shifting landscape.
Let’s get to know the current marketing trends.
1. Short-form video content is booming
Source: Firework
It’s the #1 content format for brands, generating the highest ROI of any media type, and is set to see massive growth into 2024.
But why is it so effective?
Today’s audiences crave authenticity and human connection—qualities that come to life in short, impactful videos.
Short videos can be:
- explainer videos
- behind the scenes
- solution-focused clips
- fun team features
- customer testimonials and success stories
The Best Part of Short-Form Videos
You can shoot a video once and share it across multiple platforms.
A single 15-second clip can go out as
- Instagram Reel
- YouTube Short
- a TikTok
Many brands, like HubSpot, now leverage team members, even founders, to get in front of the camera and build that personal connection.
Source: HubSpot Instagram
Showing the people behind the brand—whether through tutorials, demos, or directly addressing customer pain points——creates genuine connections with audiences.
Canva uses Instagram Reels and TikToks to highlight new features and tips, giving users easy, actionable insights into their platform.
This strategy highlights product benefits and builds community and loyalty.
How to make the most of your short-form videos:
- Use keywords in your video titles, descriptions, and captions to boost searchability.
- Group videos by popular topics or content themes to make it easy for viewers to find related videos and stay engaged with your content.
- Use AI tools like Pictory to convert blog posts into engaging videos or create branded “talking head” videos with platforms like HeyGen and Synthesia.
- Leverage one video across channels like Instagram Reels, YouTube Shorts, and TikTok to maximize reach and impact.
2. First-Party Data Collection Takes Center Stage for Data Privacy
One of the current marketing trends reshaping strategies across industries is the shift toward first-party data collection.
Data privacy regulations are tightening, and third-party cookies are gradually being phased out.
And brands now rely heavily on gathering data directly from their audience to maintain compliance and build trust.
This approach is also a powerful tool for driving customer growth.
Why?
First-party data is collected directly from interactions:
- website visits
- email lists
- social channels
- surveys
- comments
Which allows you to create highly personalized experiences.
By understanding exactly what your audience values, you can personalize your offers to resonate deeply, which is crucial for attracting and retaining customers.
3. User-Generated Content (UGC) Increases in Importance for Authenticity
One of the best current marketing trends is user-generated content (UGC), a powerful and authentic way to boost brand credibility—without costing a thing.
When real customers share content about a brand, it delivers social proof that builds trust and enhances engagement. Here’s how UGC is driving success:
- Real Stories, Real Impact: UGC showcases products through the lens of actual users, creating a relatable brand experience.
- Free and Authentic: UGC is cost-effective and provides genuine insights, which resonate more strongly with today’s audiences than traditional ads.
- Increases Engagement: UGC encourages customers to interact with the brand and each other, creating a vibrant community that boosts brand loyalty and reach.
Which Brands Use UGC?
Olly’s #happyinsideout Campaign
Source: Olly Instagram
Nutrition brand Olly encouraged customers to post Instagram photos with #happyinsideout, creating a fun, vibrant feed that reflected the brand’s playful side.
Olly used the Cohley platform to generate branded UGC like photos, videos, and boomerangs to keep a consistent look.
Olly mixes this user-generated content with its in-house assets across social feeds and ads, showcasing customers enjoying their products authentically.
Starbucks’ #RedCupContest
Source: Instagram
Starbucks launched the #RedCupContest, allowing customers to design holiday-themed cups with an AR filter on their app.
Users shared designs on social media, and Starbucks featured top entries on official channels, even creating a limited-edition cup based on the winning design.
The campaign spurred high engagement, inviting customers to get creative while building a memorable seasonal connection to the brand.
Here you go! Use UGC content to foster an authentic, community-driven image that truly resonates with your audiences.
4. Marketers Turn to AI for Personalization, Speed, and Better ROI
Source: Statista
AI is quickly becoming a must-have in marketing, giving brands new ways to reach people personally and efficiently.
Here’s how AI marketing is changing the game:
- Making It Personal: AI tailors recommendations, messages, and offers to each customer, helping brands feel more relevant and connected.
- Creating Content Faster: AI tools speed up content creation—blog posts, social ads, or even videos—allowing brands to stay fresh without overloading the team.
- Smarter Decisions: AI uncovers patterns in customer behavior, guiding marketers on what works best to increase AI ROI.
We’ve put together a collection of top AI tools to boost your productivity.
5. AR and VR Bring New Depth to Experiential Marketing
Augmented and virtual reality are redefining experiential marketing, making them powerful current marketing trends across industries.
These innovative marketing strategies allow brands to engage customers with their products and services in unique, memorable ways.
These technologies, from virtual product demos to interactive brand experiences, help brands build personalized environments that feel real to the customer.
By embracing these tools, brands build unforgettable experiences beyond traditional digital engagement.
VR Polo Experience
Source: Polo 360° VR
One example is The Piaget Polo Experience, where they created a 360-degree film that puts viewers in an extraordinary position: riding atop a horse during a polo match.
This perspective captures the power and speed of the game while showcasing the deep connection between rider and horse.
This AR/VR experience elevated Polo from a sport to a luxury lifestyle.
By immersing audiences in the excitement and artistry of polo, they strengthened their brand identity.
They connected with customers who value craftsmanship, sophistication, and unique experiences.
6. Values-Driven Marketing Gains Popularity Among Consumers
Today’s customers are drawn to companies that share their beliefs and are committed to positive impact.
Brands that position themselves with strong values like sustainability, social responsibility, community support, and inclusivity build loyalty by aligning with what matters most to their audiences.
A brand’s values can cover a wide spectrum, including:
- Sustainability: Reducing environmental impact, using sustainable materials, or supporting eco-friendly practices.
- Social Responsibility: Engaging in fair labor practices, promoting diversity and equality, or supporting charitable causes.
- Community Engagement: Investing in local communities, supporting small businesses, or sponsoring community events.
- Transparency: Providing open, honest communication about sourcing, production, and pricing.
- Health and Wellness: Promoting well-being through healthier product options or employee wellness initiatives.
Brands leading the way include Patagonia, known for its unwavering commitment to environmental sustainability.
Source: Patagonia website
Patagonia actively supports conservation efforts and encourages customers to repair rather than replace their gear.
By standing firmly behind these values, Patagonia has cultivated a community of environmentally-conscious consumers who stay loyal to the brand.
Similarly, Ben & Jerry’s has built a reputation for its social activism, from supporting climate action to advocating for racial equality.
Source: Ben & Jerry’s website
Their values-driven approach has attracted a diverse, socially aware audience that values the brand’s willingness to take a stand on critical issues.
As consumers increasingly seek brands that reflect their values, growth marketing agencies are helping businesses communicate these commitments authentically.
How Growth Marketing Agencies Helap Businesses Become Value-Driven
Consumers are more often looking for brands that reflect their values.
Growth marketing agencies help businesses genuinely showcase these commitments.
They craft value-driven strategies to spotlight a brand’s dedication to social responsibility and community engagement, making values a core part of the customer experience.
During the marketing agency onboarding process, the agency works closely with the business to define and prioritize the values that matter most to its audience.
From here, they plan and execute a strategy that weaves these values into every aspect of the brand’s messaging, content, and digital presence.
When choosing a growth agency, questions to ask a growth agency will help you.
7. Social Commerce is Transforming the Shopping Experience
Social commerce—a fusion of social media and e-commerce—is changing how consumers find and purchase products online.
This is one of the current marketing trends that is especially powerful for B2C (business-to-consumer) brands.
Brands integrate shoppable posts, live shopping, and in-app purchases on platforms like Instagram, Facebook, and TikTok. This facilitates the buying journey.
Here’s how B2C brands can maximize the potential of social commerce:
- Use Shoppable Posts: Meta allows for shoppable tags directly in posts. Tagging products in lifestyle or influencer content lets customers move from interest to purchase in a single click.
- Leverage Live Shopping: Hosting live shopping events on platforms like TikTok or Facebook enables real-time engagement, allowing brands to showcase products, answer questions, and drive sales instantly.
- Invest in Influencer Partnerships: Partnering with influencers in your niche helps brands reach new audiences. Influencers can seamlessly promote and link products within their posts, adding a trusted voice to the social shopping experience.
Sensory Marketing: Engage Customers Through Visual Cues
Sensory marketing is a micro-trend within social commerce that helps brands create deeper connections with consumers by engaging their senses.
Many skincare and cosmetics brands, like Rhode, are already tapping into this approach by incorporating food elements—like fresh fruits or honey—into product photos, evoking:
- textures
- scents
- flavors
These make their products feel more luxurious and inviting.
And this trend isn’t limited to cosmetics.
Food and beverage brands, wellness companies, and home decor businesses can all use sensory visuals to create an immersive experience.
For instance, a wellness brand might incorporate calming visuals like lavender or eucalyptus, while a home decor brand might showcase cozy textures to evoke a warm, inviting atmosphere.
8. Influencer Marketing Shifts to Nano and Micro-Influencers for Greater Authenticity
Source: Mentionlytics
Influencer marketing is changing as brands turn to nano and micro-influencers.
These creators, with smaller and more niche followings, offer authenticity that resonates deeply with audiences.
Unlike mega-influencers, nano and micro-influencers often have close connections with their followers, which leads to higher trust and engagement.
The benefits of working with smaller influencers include:
- Authenticity: Their content feels real and relatable, making endorsements more trustworthy.
- Higher Engagement: Smaller influencers often have better engagement with followers who value their opinions.
- Targeted Reach: Brands can tap into specific niches or local communities, creating more relevant campaigns.
9. Case Studies: The Go-To for Building Trust and Winning New Customers
Case studies are quickly becoming the unsung heroes of marketing.
They’re a real, no-fluff way to show potential customers exactly what you can do.
Instead of just telling people about your results, case studies let you show them—which goes a long way toward building trust and winning new clients.
Source: Zapier website
But here’s the thing: don’t just stash your case studies on a single webpage.
Where Else to Share Case Studies for Maximum Impact
- YouTube: Video case studies are perfect for YouTube, where they can even rank in search results. Consider creating playlists by topic, industry, or pain points to make
Take Tableau, for example.
Source: Tableau Youtube
JetBlue’s team shared their experience in a video case study, explaining how Tableau became the perfect fit for visualizing their massive and complex data streams.
The video format adds a personal touch, showing exactly how Tableau solved a real pain point for JetBlue.
It makes it clear that the product delivers where it counts.
- Social Media Platforms: Share snippets of your case studies on LinkedIn, Instagram, or Facebook. These can be short video clips, carousel posts, or graphic summaries linked to the full study.
- Email Newsletters: Include a case study spotlight in your newsletters to share recent wins and updates with subscribers.
HubSpot even sneaked a case study into their email signature.
Source: HubSpot
- Sales Collateral: Arm your sales team with case study PDFs or one-pagers they can send to prospects during decision-making.
10. Hyper-Personalization Becomes a Standard in Customer Engagement
To wrap up our list of current marketing trends, we can’t overlook hyper-personalization.
It’s no longer just a nice-to-have; it’s now a must in customer engagement.
Brands are moving beyond basic segmentation to create uniquely tailored experiences for each customer based on their behaviors, preferences, and needs.
Here’s how to bring hyper-personalization into your marketing:
- Leverage Customer Data: Use data from purchases, browsing habits, and preferences to tailor product recommendations, special offers, and content.
- Segment by Specific Interests: Go beyond demographics and segment by interests, purchase patterns, or even specific times they’re most active online.
- Use Dynamic Content: Customize your emails and website content with dynamic elements that adapt to each viewer’s profile, location, or recent interactions.
Ready to Leverage Today’s Top Marketing Trends?
At Azarian Growth Agency, we live and breathe the latest marketing trends.
Our team constantly researches and adapts to what works best.
We craft strategies that fit your unique goals.
Our team is here to help you engage your audience in fresh, meaningful ways.
Ready to turn these trends into results?
