Inside the creator marketing trends expected to go viral in 2024

Some marketers are betting creator-led advertising is the way forward, while social commerce and artificial intelligence could yield fresh potential.

By Jessica Deyo • Jan. 11, 2024

8 predictions for 2024 as marketing seeks a new normal

Following a period of extremes, key trends like retail media and ad-supported TV could settle down while experiments in areas like AI ramp up.

By Peter Adams , Jessica Deyo , Chris Kelly , Sara Karlovitch • Jan. 9, 2024

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Campaign Trail: Pop-Tarts’ edible mascot made ‘ultimate sacrifice’ to win bowl season

The Kellanova brand dominated social media with a game-day activation that embraced dark, weird humor.

By Chris Kelly • Jan. 5, 2024

Peloton brings fitness classes to TikTok in bigger push for Gen Z

A co-branded content hub will reinforce the embattled fitness marketer’s recently introduced brand positioning around accessibility.

By Peter Adams • Jan. 4, 2024

Snap names Samba TV measurement partner in pitch to entertainment advertisers

The move will offer marketers new insights around the success of their campaigns in driving viewers to linear and streaming programs.

By Jessica Deyo • Jan. 4, 2024

Bounty and NFL greats clean up after wings and football talk

The Procter & Gamble paper towel brand is out with exclusive social content in the lead up to the Super Bowl.

By Sara Karlovitch • Jan. 4, 2024

Instagram Reels outperforms TikTok, Facebook for branded video content, report says

The findings from Emplifi reflect a shift in Instagram Reels performance rates, with longer videos outperforming short-form content.

By Aaron Baar • Dec. 21, 2023

Zacapa rum highlights female empowerment in 1st global campaign

“Lips to Soul” will be supported by out-of-home activations, primarily Facebook and Instagram paid social media advertising, events and TV in select markets.

By Sara Karlovitch • Dec. 20, 2023

How the pairing of Pringles and caviar went viral on TikTok, Instagram

The Kellanova potato chip teamed with The Caviar Co. and tapped into the cultural zeitgeist to create a “new snacking occasion.”

By Christine Blank • Dec. 20, 2023

Sociable: Is X seeing more usage? New reports indicate rising web traffic

Various sources suggest that the platform formerly known as Twitter is seeing more traffic, but is that the whole story?

By Andrew Hutchinson • Dec. 19, 2023

3 ways your brand can build community with Gen Z on social media

The perfect holiday gift for your marketing team: the definitive guide to marketing to Gen Z in 2024.

Dec. 19, 2023

YouTube reinforces brand safety for growing Shorts format

New capabilities from Integral Ad Science and DoubleVerify will help ensure ads on Shorts run near suitable content.

By Jessica Deyo • Dec. 14, 2023

Frito-Lay reaffirms commitment to diverse creators with new campaign

Created with Michael B. Jordan’s agency Obsidianworks, “My Joy” highlights rising creators and will run on platforms including Meta and YouTube.

By Chris Kelly • Dec. 12, 2023

Dentsu: Ad market to grow 4.6% as brands priortize attention over reach

An increasingly fragmented media landscape and higher volume of ads have driven up the costs to reach individual consumers. 

By Peter Adams • Dec. 11, 2023

Twitch launches annual recap with new game, marketing push

The Amazon-owned platform’s end-of-year community recap is being bolstered by a side-scroller game and custom creative on social media.

By Sara Karlovitch • Dec. 11, 2023

Advertisers will ramp up spend on creators in 2024, IAB forecasts

Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.

By Jessica Deyo • Dec. 7, 2023

Sociable: The age of virtual influencers is coming, bringing new considerations for brands

The next stage of virtual influencers could make it increasingly difficult to differentiate real from fake.

By Andrew Hutchinson • Dec. 7, 2023

Ad-spending market continues to recover, though 2024 presents mixed picture

GroupM expects that brands may invest more in shared experiences as day-to-day life becomes increasingly atomized and algorithmically dictated.

By Peter Adams • Dec. 4, 2023

Mars brand Excel Gum uses ASMR to relieve studying stress

Running in Canada, the “Excel Study Beats” program leverages creators to share soothing gum content across TikTok, YouTube and Spotify.

By Aaron Baar • Nov. 30, 2023

Gillette encourages gamers to ‘hit reset’ for global campaign

The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.

By Jessica Deyo • Nov. 30, 2023

Sociable: Musk tells advertisers to ‘go f--- yourself,’ calls X boycott ‘blackmail’

X’s owner apologized for antisemitic posts but bristled over advertisers' response during an interview at the New York Times DealBook Summit.

By Andrew Hutchinson • Nov. 30, 2023

McDonald’s reinvents McNugget Buddies for streetwear-minded adults

The chain teamed with Kerwin Frost to reinvent the iconic Happy Meal collectibles, which will land on Instagram and be part of a Snapchat AR lens.

By Chris Kelly • Nov. 29, 2023

Cheez-It amps up Citrus Bowl sponsorship with in-stadium barbershop, spa

A TikTok challenge for showing off brand-inspired game day looks rounds out the college football play from the Kellanova brand.

By Peter Adams • Nov. 29, 2023

How the best marketing campaigns of 2023 mastered pop culture nostalgia

Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

By Chris Kelly , Sara Karlovitch , Jessica Deyo • Nov. 29, 2023

How Walmart’s shoppable rom-com bridges holiday content, commerce

Ads on TikTok, Roku and YouTube showcase an assortment meant to balance “inspiration and impulse” for the season, according to CMO William White.

By Peter Adams • Nov. 28, 2023