12 Instagram Marketing Trends You Need to Know in 2024
if you’re a shopping centre marketer
⏱ Average read time: 3 minutes
Table of Contents
#1: Instagram Doubles Down on Reels
Since Adam Mosseri, Instagram's Head, announced the transition of all video posts to Reels, the platform has intensified its emphasis on this format.
In 2023, Instagram introduced an array of enhanced editing tools, templates, and improved analytics.
Given the formidable competition from both TikTok and YouTube, it is anticipated that Instagram will persist in prioritizing Reels throughout the current year, offering additional benefits such as an extended maximum video length.
Considering these developments, seizing the opportunity to integrate more short-form videos into your Instagram content strategy is particularly advantageous in 2024.
SHOW TO APPLY THIS TO MY SHOPPING CENTRE?
We need to develop systems to allow for the creation of these reels in a repeatable and regular fashion. How we do this at Dine for our clients is by creating video reel templates that videographers, editors and content planners can easily and repeatedly apply to any given retailer or centre activation.
#2: AI-generated Tools
In 2023, AI garnered significant attention both in the tech industry and on Instagram, and we anticipate this trend gaining even more momentum in 2024.
The inquiry arises: will there be an increase in the release of features akin to Meta's AI-generated personas, or will the platform concentrate on introducing additional AI-generated content creation tools?
Keep an eye out for updates.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
There are two direct ways shopping centre marketing teams should be using AI today.
To quickly generate captions - create specific prompts for each centre and train your ai to better write and understand the centres needs.
To quickly generate graphic designs - again create specific templates and prompts that include your brand’s guidelines to generate graphic designs for all events, PSA and social posts.
A robust Instagram SEO (search engine optimization) approach stands as a top-tier method to enhance your visibility on the platform.
Considering Instagram's noteworthy developments in 2023, exemplified by the introduction of the new For You feed, we anticipate an expansion of opportunities for creators and brands to enhance their discoverability in 2024.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
Understanding the SEO features of the platform, what it promotes and what is penalises. Once you understand the basics you can then create SEO templates for each type of post your centre publishes, for example, food posts, meet the retailer posts, school activation posts, parents posts etc.
#3: SEO for the WIN
#4: Community Over Following
With the rollout of features such as feed posts for Close Friends and Broadcast Channels, we anticipate a growing trend among brands and creators in 2024, where prioritising their existing audience becomes a focal point.
Envision: An abundance of exclusive content releases and newsletter launches.
The outcome? Heightened connection, increased engagement, and a strengthened sense of community.
For brands, our suggestion is to explore strategies to engage with these close-knit circles in 2024.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
There are many ways to tackle this opportunity, but how we see it working most naturally and effectively-currently is through influencer partnerships. By working with influencers who already have these closed group style channels you can tap into these hyper-fans with specific offerings not available to the general public.
The link placed in your bio holds immense value, and our prediction is that influencers and brands will increasingly depend on link-in-bio tools.
Why? Influencers will require a centralized hub for their crucial links, spanning from affiliate programs and exclusive content (such as newsletters) to their media kit.
Brands, on the other hand, are expected to place a strong emphasis on directing conversions and clicks to their websites.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
Although many centres do use this feature, many are not making the most of this option to engage with customers. Here are some ways centres should be utilising their link in bio now:
Email sign ups
School holiday activities
Retailer promotions and specials
Important PSA’s
Outlining the unique selling propositions of their centre
Ongoing monthly giveaways for building their email lists.
#5: Link in Bio Tools
#6: Brand Partnerships
In 2024, the focus is on the financial gains. 💵
Our projection is that Instagram will enhance its monetary incentives, providing influencers with more opportunities to capitalize on their presence.
This shift will streamline brand partnerships and affiliate marketing on the platform, leveraging features such as Collabs, the Creator Marketplace, and affiliate tools.
To assert its position against other platforms, Instagram is poised to become the preferred destination for influencers seeking to connect with brands, exhibit the products they endorse, and earn commissions from the sales they influence.
Stay tuned for updates.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
Although most centres by now have worked with influencers, there is a huge untapped market that each local centre can utilise to build brand and community engagement. Every centre has customers that frequent their location weekly and they have a small but hyper-loyal following online. The best example is the local mum of 4 kids who loves a bargain and is always finding ways to entertain and educate her kids. Bringing these people into your centres team and making them a part of your weekly marketing mix pays big dividends across so many customer touchpoints, you just need to get creative.
Breaking news: The photo dump trend is here to stay.
Similar to 2023, creators are abandoning the meticulously curated feed aesthetic and opting for more authentic, in-the-moment content through carousel posts.
And guess what? Audiences are loving it!
In summary — embrace the art of perfectly imperfect curation in 2024 for maximum engagement.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
Something centres have still not picked up yet is this authentic in-the-moment carousel post. The best place to start is with an event or activation. Grab some candid snaps and post them, watch what happens next!
Now this isn’t always the most practical way to plan your content, but if you have a good system where your photographer captures these during shoots intentionally to look candid with the right retailer…they work amazing well.
#7: Photo Dumps Reign Supreme
#8: Creator-inspired Content
Creators stand as the trendsetters on Instagram, adept at crafting compelling narratives through methods such as photo dumps or Reels synchronized with relevant tunes.
In 2024, our prediction is that more brands will take notice and use them as a source of inspiration (#Inspo).
Christine Colling, Later's Social Media Manager, anticipates, "We're going to see brands draw inspiration from how creators film and post, and then weave that into their content."
She adds, "The brands that thrive will present themselves as more organic and less promotional — akin to the approach of popular creators."
So, for brands and businesses, it's advised to keep a watchful eye on the creator community! And creators, continue leading the way.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
Find those creatives in your community that you can lean on to do the heavy lifting, alternatively, a good agency can do it for you at scale because they stay ahead of the trends.
In 2024, the term "feed" is set to undergo a transformation on Instagram.
Translation: Brace yourself for a surge in food-related content on the platform this year (and we have no objections).
This trend has already surfaced on TikTok, with Alessandro Bogliari, CEO of The Influencer Marketing Factory, noting a 30% rise in client demand for food content creators.
Hungry for more? Stay tuned!
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
We all love food and we all eat with our eyes. Find yourself a good content creator that can translate your food retailers into appealing content that makes your followers drool.
#9: Foodie Content
#10: UGC Creator Rise Up
In case you missed it: User-Generated Content (UGC) creators are on the ascent!
The hashtag #UgcCreator has accumulated over 545K posts (and counting) on Instagram.
Why the surge? Unlike traditional UGC (user-generated content), where content naturally arises from a brand’s followers, a UGC creator produces content that mirrors UGC aesthetics — but with a payment incentive.
Lindsay Ashcraft, Later’s Social Content Lead, highlights, “Since the creator doesn't have to worry about engaging their own audience, there's a lot less pressure around growing on the platform. From the brand perspective, it's a cost-effective solution to get more content.”
So, in 2024, our prediction is that brands will increasingly embrace this particular type of creator, investing in "authentic" content to drive sales and traffic.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
Again, find those creative minds in your community that can help you create content that is at the for-front of what the platforms want to see. Some agencies can execute on this, but tread carefully.
Memes continue to be a surefire formula for immediate success — and in 2024, the spotlight is on video memes.
Video memes share similarities with static memes — featuring something abstract, funny, or cute coupled with a relatable sentiment — but in a more dynamic and engaging format.
“Video memes enable jokes to delve a bit deeper and tell a more extensive story. It also holds your audience's attention on the post for a longer duration, as they eagerly anticipate the next slice of relatability," notes Ashcraft.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
Yes these posts are entertaining and are great for capturing attention, but do they hold a place for shopping centres? Well, it depends. You should lean into your strengths, if you can come up with witty meme videos then yes you should post them as long as they are aligned with your audience demographics.
#11: Video Memes
#12: Boosted Content
As the saying goes, "When in doubt, boost it out!"
Given Instagram's decision to scale back on certain e-commerce tools, our prediction is that brands will be increasing their boosted spend in 2024.
While boosted content may not be the epitome of "new year, new me," it remains a reliable method to broaden your reach and enhance visibility on the app.
The ultimate outcome? Your content reaching a broader audience, fostering more engagement, and leading to increased conversions — a triple win.
HOW TO APPLY THIS TO MY SHOPPING CENTRE?
Yes boosting is the golden goose of reach, but too many centres get this wrong. Unless you have experience running advanced ads then most likely you are spending far too much for your boosting. There are many, many reasons why this happens and some are obvious such as targeting and timing, other reasons are nuanced such as layouts on different placements. But unless you are an ads expert I would suggest leaving it to your partner agency because they will get a far higher ROI.
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Looking forward to working together!
Ready to transform your shopping centre with social media video marketing and take your centre to the next level? Reach out to us now and embark on this exciting journey with Dine.
Travis Sheil, Marketing Manager, Dine Agency
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phone
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email
travis@dineagency.com.au