As the year unfolds, one thing is clear: social media is evolving. New technologies, shifting cultural dynamics and an increasing demand for authenticity are shaping the platforms we love. We see a never-ending cycle of trends — they come, they go and the really good ones leave lasting impressions! At Social Kapture, we’ve been watching these changes closely, and we’re excited to share the trends that not only defined 2024 but left us feeling inspired.
Let’s take a look at some trends making waves this year and reshaping how we engage online. Whether you’re a brand, influencer or marketer, understanding trends is essential to staying relevant and building meaningful connections.
Table of Contents:
Influencer Partnerships
Influencer marketing has become one of the most effective ways for brands to connect with their target audience in 2024, and for good reason! Generic ads are a thing of the past, now, brands are teaming up with influencers who already have the trust and attention of their followers. According to Sprout Social, almost 40% of Gen Z consumers trust influencers more than they did last year. Why is this the case? People trust real, relatable voices more than traditional ads, making influencers the perfect bridge to potential customers.
Plus, with social media algorithms favoring content that generates engagement, influencer partnerships help brands get their messages seen by larger audiences.
Why We Love It: Influencers don’t just push products, they share experiences, recommendations and genuine excitement that feels much more organic than a sales pitch.
How can influencer marketing work for you: Social Kapture is getting in on the influencer fun — we’re coming up with creative ways to showcase properties and neighborhoods through the lens of local influencers. Check out some of our favorite campaigns of the year.
Want to see what shining the spotlight on your property through the lens of local influencers can look like? Take a look at one of SK's favorite influencer campaigns.
Long-Form is IN!
Short-form content will always be successful, but long-form video content is experiencing a major resurgence with platforms like YouTube, Instagram and TikTok embracing this format. Viewers are increasingly looking for videos that provide in-depth information, storytelling and immersive experiences, and brands are taking notice.
Wyzowl’s 2024 Video Marketing Statistics tells us, 68% of consumers prefer watching videos that are three minutes or longer, especially when it comes to learning about new products or services. This preference for longer content speaks to an audience’s desire for more value and substance — this is something quick, snackable content can't provide.
Why We Love It: Not only does long-form video allow for more storytelling and creativity, but it also boosts engagement and increases the likelihood of sharing. HubSpot's 2024 Marketing Trends Report highlights that this type of video generates 90% more engagement than shorter clips, making them a powerful way to build brand loyalty.
How can long-form work for you: In property marketing, long-form video content can be a game changer by providing deeper insights into a community and the lifestyle it offers. Detailed virtual tours or a behind-the-scenes look at the leasing process are ways to engage viewers on a more personal level.
Authenticity 2.0: Real People, Real Stories
Standing out in the digital world is a feat within itself, and that’s why “authentic” content took on a deeper, more meaningful role this year. Consumers don’t just want brands to be transparent — they want to see raw, unfiltered stories. Whether it’s a creator discussing their career journey or a brand showcasing behind-the-scenes brainstorms, people are craving content that feels real and human.
Why We Love It: This year, brands that embraced vulnerability and authenticity connected with audiences in new ways. Sprout Social found that 56% of people would stop following a brand if it didn’t act ethically or was inauthentic. This shift from polished, cookie-cutter advertising is an easy way to appeal to a broader audience.
How to be more authentic: Find ways to give your followers an organic look into your community and its culture. Relatable content, such as resident testimonials or team introductions, can create a more inviting, humanized image of your property.
Want to see how real stories and raw moments can elevate your property’s marketing? Take a look at one of SK's client's favorite authentic community moments shared on social.
Social Commerce: An Experience
In 2024, social commerce isn’t just a feature, it’s a whole experience. Platforms like Instagram, TikTok and Pinterest have made shopping directly within the app a core part of their offerings, blurring the lines between browsing and buying. For example, TikTok Shop has exploded in popularity, giving creators and brands a way to engage their audience while selling directly.
Why We Love It: Shopping on social media now feels like part of the entertainment experience, and with interactive features, it’s easier than ever to engage. According to June 2024 data by LTK, 73% of Gen Z, 66% of millennials and 59% of consumers overall are actively shopping through social media, and brands that don’t adapt are missing out on a booming market. Advertising on these platforms is essential.
How to use social commerce as a tool: Showcase your community to prospective residents by leveraging platforms like TikTok and Instagram to highlight amenities and apartment layouts through engaging video content.
‘I’m Passing the Phone To’
The “I’m passing the phone to” challenge took social media by storm in 2024, with users filming fun and witty video exchanges where they “pass the phone” to someone else, typically with a funny or lighthearted statement. It’s a playful, interactive trend that’s perfect for creating viral content and building community engagement. Currently, there are over 145 million videos related to that challenge posted on TikTok.
Why We Love It: For brands, jumping on this trend offers a unique opportunity to showcase their personality in a non-salesy way. Think back to last year’s ‘Hi, Barbie’ challenge — it’s all about being creative and tapping into the fun side of social media. Collaborative trends like this encourage teams to get together and create personalized, shareable moments that resonate with their audience. Plus, the challenge’s low-effort, high-reward nature makes it a perfect way to increase visibility while having some fun along the way!
How to incorporate challenges: It’s important to strike while the virality is still hot! Gather your crew to showcase a real sense of community. By involving staff in lighthearted, playful videos, you can create shareable content that highlights the welcoming atmosphere of your property.
Want to see how a playful trend can bring your property team closer to your audience? Take a look at one of SK's favorite “Passing the Phone” campaigns.
Nostalgia Content
Who doesn’t love to reminisce? From using a retro aesthetic to referencing a classic 90s trend, nostalgic content is a great way for brands to build rapport with their audience. HubSpot reports, nostalgia-based campaigns are more likely to go viral because they spark memories and conversations among people who feel an attachment to the past.
Why We Love It: This type of content gives brands a great opportunity to repurpose old photos, reuse assets and revamp products. With a throwback post and some transformative copy, you take your audience on a trip down memory lane.
Want to see how tapping into nostalgia can strike a chord with your audience? Take a look at SK’s sitcom-inspired throwback campaign.
Petfluencers
Fur babies draw attention from all eyes, and that’s why pets continued to dominate the social media landscape this year! The fact is: our four-legged friends have become influencers of their own. Mightly Minute reports, pet-related content generates 2.5 times more engagement compared to social media content without pets.
Why We Love It: Pets are undeniably cute, but they also provide a lighter, more entertaining approach to social media — this makes the content feel much more relatable and digestible. Whether it’s showcasing a pet thriving in your community or featuring them in branded content, people love to watch. So, if you're looking to boost engagement, throw a dog or cat into your next post, chances are, it’ll do wonders!
Want to see what shining the spotlight on your furry residents can look like? Take a look at one of SK's favorite pet influencer campaign.
Unhinged Marketing
Unhinged marketing is a bold, offbeat approach that embraces absurdity, humor and unpredictability to capture attention and connect with audiences in an unexpected and unfiltered way. This style is a big hit with Gen Z because it’s all about being bold, quirky and breaking the rules. This generation loves content that’s funny, unexpected and doesn’t take itself too seriously, and it’s clear that this type of content is hitting all the marks.
Some great examples include Marc Jacobs featuring niche micro-celebrities in their campaigns, NutterButter’s chaotic TikTok account and Duolingo’s silly, often over-the-top social media presence, featuring its iconic green owl mascot in increasingly bizarre and humorous situations.
Why We Love It: Whether it's sending quirky tweets or posting edgy memes, brands that keep things playful and relatable stand out in this era of oversaturation.
How is this beneficial: Property marketing is all about standing out. Adopting an unhinged marketing approach can help your community do so by engaging potential residents with humor and unexpected content. You can connect with younger renters, particularly Gen Z, in an attention-grabbing way that breaks through the noise of typical property marketing.
How is this beneficial: Property marketing is all about standing out. Adopting an unhinged marketing approach can help your community do so by engaging potential residents with humor and unexpected content. You can connect with younger renters, particularly Gen Z, in an attention-grabbing way that breaks through the noise of typical property marketing
Vibrant Gradients and Color Palettes
Forget muted tones — 2024 was all about vibrant, dynamic color gradients that evoke emotion and energy. This trend taps into the power of color psychology, using gradients to convey a brand’s personality and create a memorable visual identity. Platforms like Adobe Express predict that gradients will continue to dominate design trends, especially when paired with bold illustrations and photography, helping everything feel fresh and alive.
Why We Love It: This eye-catching trend gives graphic designers more creative freedom and is a simple way to spruce up your feed.
How is this beneficial: By using dynamic gradients in your posts, you can make your property's brand more memorable and appealing to potential residents.
Want to see how vibrant colors can make your property’s brand unforgettable? Take a look at one of SK's client's social media page designs that showcase this trend.
Q4 of 2024 is coming to a close and it’s been social media’s biggest year yet. Looking back at some of the hottest trends of the year, it’s clear that staying ahead of the curve means embracing change, creativity and a bit of fun! The digital landscape is always evolving, but with the right approach, you can create memorable, impactful content that resonates long after the trends have passed. Here's to another year of innovation and connection — Social Kapture can’t wait to see what’s next.
If you have any questions about our services, we encourage you to get in touch with us through our contact page. We’re here to help and look forward to hearing from you!
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