iStock Predicts Top Marketing Trends to Watch in 2024
2023年12月14日 - 10:57PM
As small and medium-sized businesses gear up for 2024, iStock, a
leading e‑commerce platform providing premium content to SMBs,
SMEs, creatives, and students everywhere, predicts top data-backed
insights from its VisualGPS research to guide and inform businesses
on what will drive their customers to action in 2024.
In a world dominated by technological advancements and
uncertainties about the future, consumers’ concerns have heightened
over the past year. According to iStock’s research, 52% of people
express anxiety about the future, with 47% nervous about the
world's increasing reliance on technology. Notably, 40% feel
overwhelmed by the multitude of available technologies. However,
amidst these concerns there is a curiosity with 75% of people
excited about the potential of artificial intelligence (AI).
"In an environment marked by AI, image manipulation, deep fakes,
information overload and technology saturation, authentic visual
storytelling is a crucial pathway for establishing trust between
businesses and their consumers in 2024," said Dr. Rebecca
Swift, Senior Vice President of Creative for iStock. "Our
VisualGPS research indicates that 98% of consumers agree that
'authentic' images and videos are pivotal in establishing trust.
This year, businesses should focus on visual storytelling that
emphasizes relatability with visual narratives that feel real and
true."
To help small and medium-sized businesses, from all industries,
inform and guide their visual strategy next year, iStock experts
share top marketing trends to watch in 2024:
Build brand trust through authenticityTo create
a real connection between your business and your customers, use
images and scenarios that feel genuine. Infuse your visuals with
humor, show a broader range of facial expressions that may not be
posed or “pretty” per se, but that capture a candid moment
of irreverence. You can always leverage aesthetics that pass
for amateur or that resembles user-generated content (UGC). Avoid
luxury and overtly glamorous and instead focus on accessible and
relatable. This is especially important for the travel and
hospitality industries.
Bring humanization to your visual
storytellingVisualGPS indicates 1 in 3 people prefer human
interaction over technology, surfacing that amid the AI hype,
people not only want, but prefer, human interaction. In 2024, as
technology continues to evolve, communicate the idea that tech,
especially AI tools, are ultimately in our hands. Do this, by
visualizing human presence and control over technology and AI tools
in your marketing. Interestingly, nostalgia for early Web 1.0
aesthetics, will continue to be on the rise, and are a great way to
convey control and familiarity in the face of the unfamiliar.
Remember to use bright tertiary colors such as magenta, teal, lime,
violet, and yellow-orange to enhance visual appeal towards the
future.
The evolution of search and social commerceThe
#TikTokMadeMeBuyIt trend, UGC tutorials, and influencer reviews
have propelled platforms like Instagram Shop and TikTok Shop into
the spotlight. However, 60% of people expressed distrust in in-app
shopping features on social media platforms. Recognizing the
paramount importance of building trust online.
Due to its immersive capabilities, video formats emerge as a
pivotal tool to tackle consumers’ concerns and showcase what your
business can do for your customers. VisualGPS indicates that 62% of
people are going to social media for learning or self-education.
Leverage the power of video to craft tutorials or "explainers" that
captivate and engage viewers, also while full explainer videos can
be user-generated, the ideas and feelings surrounding your video
can be conveyed through B-Roll clips.
Despite the immense potential within the realm of video content,
a mere 11% of SMBs and SMEs are currently using video. In contrast,
a staggering 82% are finding inspiration in videos on platforms
such as YouTube, TikTok, and Instagram. The call to action is
clear: Embrace the video revolution!
The rise of TikTok videos has also impacted consumers’ search
behaviors, as they use this and other video platforms to find
services or products, making video SEO a priority for businesses.
Addressing a common SEO myth, iStock's experts underscore that
stock images -and videos- do not have a detrimental effect on SEO.
In fact, high-quality pre-shot images and videos can significantly
contribute to content growth, particularly on platforms like
TikTok, Pinterest, and Alphabet. To optimize SEO for videos, it is
important to use keywords in video and image titles, descriptions,
and social media posts.
The rise of text-to-image AI Incorporating
technology into the creative process is another avenue for SMBs and
SMEs to explore in 2024. VisualGPS highlights that 42% of
businesses are already harnessing AI-generated content. By
leveraging commercially safe AI tools and capabilities, businesses
can produce innovative and unique visuals, ensuring risk-free and
ready-to-use creative content.
To inspire and elevate your visual marketing strategy ahead of
2024 with related imagery and
videos, visit https://www.istockphoto.com/. And for more
best practices and inspiration, visit iStock’s new blog.
Media contact: Ilse
Noguezilse.noguez@gettyimages.com
Getty Images (NYSE:GETY)
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から 5 2023 まで 5 2024