Earlier this year, we shared our predictions for marketing trends that would rise to the top in 2024. From the rapid escalation of artificial intelligence, to the ascendency of Gen Z, the marketing world went through some seismic shifts this year. As 2024 comes to a close, the Campfire Collective team revisits our predictions for the year and shares what surprised us — and what didn’t! 

Shannon

A year ago, I predicted a rise in engagement on LinkedIn as a marketing trend for 2024, and I will gladly take a minute while you all applaud my infinite wisdom and foresight. According to LinkedIn’s most recent stats, they have over 1 billion users and 67 million company pages. Every minute in 2024, LinkedIn users viewed more than 1.5 million feed updates and made more than 13k connections. At Campfire Collective, we have more clients than ever inquiring about the potential of the platform for their business, and it’s one of the most popular platforms we manage today. 

LinkedIn’s ability to connect professionals, provide opportunities for career development and growth, and collaborate on industry knowledge and insight has been a game changer in the social media landscape. 

As with anything, there are some downsides. With the opportunity for connection and insight also comes the opportunity for sales – lots and lots of sales. My inbox is flooded with people wanting my business. Which I love to give to those I connect with! Yet most of these requests come off as spam, with no understanding of who I am, what I do, or what my business is. For 2025, I’ll be interested to see if LinkedIn addresses this, and if so, how they plan to tackle it.

Alexas

A defining marketing trend in 2024? The continued rise of Gen Z’s involvement, hands down. Watching a new generation dive into the industry has been a breath of fresh air – and a whirlwind. They’re bringing humor, cultural savvy, and a sharp eye for authenticity that has reshaped how brands connect with audiences. It’s not just their presence; it’s the way they demand transparency and creativity that challenges us all to up our game. Gen Z’s influence has turned into one of the most refreshing shifts in marketing, reminding us that there’s always room to grow, laugh, and rethink what’s possible.

Allison

The amount of AI in the marketing world has grown exponentially. For my job, I’ve found that AI can make some aspects of the work a lot easier. But it’s a double-edged sword. While it speeds up processes, AI makes marketing colder and less personable.. The most innovative development of 2024 is combining AI with humanity and empathy to drive more personal connections in the industry. 

Gaye

I knew AI would be an increasingly helpful tool for basics such as developing outlines and suggesting headlines – but I was surprised at how useful it became for boosting creativity. Tools like ChatGPT and DALL-E enhanced copywriting by generating drafts, producing visuals, and brainstorming. As an added bonus, copywriters increasingly used AI to handle repetitive tasks, allowing more time for creativity and strategy.

Martha

Marketing in 2024 has seen a dramatic rise in hyper-personalization. This comes in the form of influencer endorsements and user-generated content to drive sales and engagement. It also comes in companies’ use of customers’ data to offer increasingly specific recommendations. Depending on the day – or how well a company manages to personalize their content and their advertising – this can feel like a friend offering a helpful suggestion, or like a stranger is looking over your shoulder. 

Millie

This year, short-form video has completely taken over. Those quick, catchy clips on TikTok and Reels have been every brand’s secret weapon to grab attention and build genuine connections. Why? They’re fun, bite-sized, and real — perfect for showing off a product, telling a quick story, or just being creative in a way that feels more authentic and less like “marketing.” As we go into 2025, one thing’s for sure: if you’re looking to reach people fast and make a lasting impression, short-form video is the way to go.

Sarah

It’s undeniable how prevalent generative AI has become as a marketing tool. Consumers are generally pretty aware of that, and tend to “cry AI” at everything that looks too perfect or sounds too impersonal. There are many drawbacks of leaning heavily on AI — including environmental impact, potential job loss, and questionably-sourced or inaccurate content. But as long as consumer- and business-level tools remain affordable, easy to use, and considered acceptable ways to generate content, generative AI is here to stay and will become more and more common.

Kate

My favorite marketing trend of 2024 has been a rise in collaboration among local small businesses. Whether it’s cross-marketing products in their stores and online shops, or coming together to promote their businesses as a collective (like the Woman-Owned Passport program), Memphis artists and business-owners have come together in 2024 to help uplift each other. As a community-focused marketing strategist, this not only warms my heart, it makes me want to get even more involved in my community. I’ve also seen great strides in local loyalty programs this year, which retail software like Square and Shopify make pretty simple to implement. 

Technological advances like those we’ve mentioned here will always be on the trends list, but if you’ve kept an eye on Asheville, NC lately, you know that NOTHING beats community. When times are tough, or AI rebels, local community-focused marketing will be there, ready to rise. 

What changes did you notice this year for the marketing and public relations industry? Let us know on Facebook, Twitter, Instagram, or LinkedIn, or shoot us an email to get this conversation going.