Step aside, millennials; a fresh generation is in town – Gen Z has taken the spotlight. Born between 1997 and 2012, these digital natives are rewriting the rules of everything, from fashion to politics, and most importantly, how they consume information. For Gen Z, the search engine is now a TikTok, a YouTube tutorial, or even a casual browse through Amazon. This seismic shift in behavior presents a golden opportunity for savvy brands.

With an estimated spending power of $360 billion & an increasing influence (41 million GenZers shall be eligible to vote in 2024 US elections. Their influence extends beyond consumer choices to shaping the political landscape. As the torchbearers of the future, Gen Z demands a nuanced approach – one that not only caters to their preferences but also resonates with their aspirations and ideals.

But these digital natives tick differently. They crave authenticity, not airbrushed perfection. They value experiences that enrich their lives aligning with their beliefs, not just catchy slogans. So, how do the marketers navigate this brave new world and win their hearts in 2024?

Key trends that will define how brands can win over Gen Z in 2024

1. The Rise of the Social Search Engine

Google, move over! Gen Z turns to social media platforms like Instagram and TikTok for answers. These platforms, with their curated feeds and engaging content, are becoming new search engines. This shift opens doors for brands to be discovered organically. Think of it as a giant virtual party where you’re not just selling, but joining the conversation.

In the past year, several platforms introduced search advertising offerings, indicating an increased focus on social search that marketers are likely to prioritize in 2024.

For advertisers, it’s not about shouting your message; it’s about being present where they are, answering their questions, and sparking their curiosity in a natural, engaging way.

2. Fashion & Beauty: Get Weird, Get Wonderful

GenZ now makes up more than 40% of Pinterest’s 482 million active monthly users and is the platform’s fastest-growing demographic. Prepare to be dazzled by aquamarine makeup, chunky hoops the size of planets, and hairstyles inspired by jellyfish!

Pinterest, a Gen Z haven, predicts these Gen Z fashion trends will explode in 2024. Campaigns with themes such as “eclectic grandpa” style, a quirky blend of retro streetwear, and chic cardigans, are gaining traction. Given the platform’s impressive 80% accuracy rate in predicting past trends, marketers are encouraged to pay attention.

What drives this maximalist aesthetic? According to Pinterest, it’s all about squeezing every ounce of joy out of life and surrounding yourself with things that make you happy. For marketers, this translates to creative freedom. Embrace the bold, the weird, and the playful. Create campaigns that encourage self-expression and individuality, while experimenting with new formats like augmented reality filters or interactive quizzes that tap into GenZ’s love for games and experiences.

3. The Midas Touch with a Conscience

Gen Z has the power to make brands soar, but they’re also incredibly mindful. They care about equality, sustainability, and the impact their choices have on the world. A recent Edelman study revealed that 73% of Gen Z consumers choose brands based on their values. So, it’s not enough to simply be trendy; brands must demonstrate a genuine commitment to making the world a better place.

In the upcoming 2024 U.S. election, the influence of young people will be substantial, as millennials and Gen Z voters are projected to make up 40% of the electorate. Nevertheless, both Democrats and Republicans will face challenges in mobilizing Gen Z voters to participate in the electoral process.

Beyond the Trends: Building Lasting Connections

While these Gen Z trends offer a roadmap, the crucial takeaways are, that they’re diverse, nuanced individuals with unique interests and aspirations. The key is to move beyond the trends and focus on building genuine connections. Engage with them in authentic conversations, listen to their concerns, and create experiences that enrich their lives.

In 2024, the brands that win Gen Z’s hearts won’t be the loudest or flashiest. They’ll be the ones who understand their language, respect their values, and offer them more than just a product – they’ll offer a sense of belonging, a platform for self-expression, and a chance to make a difference. So, dive deep into the world of GenZ. Embrace the weird, the wonderful, and the socially conscious.

Not surprisingly, the pandemic has rocked the advertising industry trends. Due to the unforeseen changes in online advertising trends, spending dipped last year.

But as per the studies, the ad spending is expected to get back to the pre-pandemic level by the end of 2022. So, what fluctuations can we expect this year? Let’s understand the top digital advertising trends of 2022.

Latest Digital Advertising Trends For 2022

1. Video Ads are Getting Shorter 

Mobile ad spending in the U.S is estimated to be around $53billion by the year 2025. The major focus of advertisers is on short-form video ads as today’s consumer has very little patience to watch long videos.

One research stated that Instagram videos shouldn’t be longer than 30 seconds, Twitter video ads should be limited to 45 seconds, and Facebook ads should be limited to 1 minute.

Few brands are switching to ultra-short, but engaging, ads to beat the “skip” button on YouTube.

2. Ads are Losing the Sound

Let’s accept it, we’ve all been at that spot where we’re on a website when a video ad that we can’t view starts to play at high volume. Truth to be told, this type of situation irritates many people — around 66% of users say they don’t like it when video ads automatically play with sound.

To overcome this issue, the video with default mute sound setting will be the best alternative to such video ads in the coming years. These sorts of video ads are integrated into the content the viewer is consuming. They start playing without volume when the viewer scrolls over them and stops once they are out of view. Statistics reveal that such video ads have a higher CTR and longer engagement rate.

3. The Popularity of Mobile In-Gaming Ads is Increasing

Downloading of mobile gaming apps has increased by 45% during 2020. The huge majority of game users are highly invested in their play.

Almost 70% say they can give up TV or social media but not mobile gaming. Studies reveal that users are twice as likely to pay attention to in-game video ads than other ads on the internet.

This sort of in-game ad offers higher engagement rates and a $30CPM. Famous brands like Ford, Coca-Cola, and Unilever are already investing in in-game ads. 

4. AI is Acquiring a Prominent Role in Advertising

Artificial intelligence and programmatic learning are bringing a revolution to various businesses. AI technology is highly prioritized in sales and marketing departments compared to other departments.

In the latest marketing and advertising trends, AI is creating a positive impact in terms of efficiency and data analysis. Advertisers are using different sorts of AI tools to improve the way they analyze and optimize click-through rates, bid levels, impressions, and targeting.

5. Users are Demanding More Social Media Ads

As advertisers are experimenting with various forms of advertising, social media marketing hasn’t been left behind either. According to various researches, social media marketing is one of the most effective digital advertising trends.

Advertisers are turning to social media to create a perfect balance between normal brand content and user-generated content that shows the human face of the brand. With the rapid development of social media advertising, marketers are shifting to this marketing and advertising trend as it is cost-friendly and effective.

Also Read: 8 Latest Social Media Trends to Watch Out For In 2022

Conclusion

Above-mentioned digital advertising trends are among the top current advertising trends of 2022. Digital advertising trends are changing quickly as users are spending more and more time on mobile devices and social media. Increased use of AI tools is helping advertisers to manage these online advertising trends and make the most of their ad spending in the future.