Navigating Social Media Trends in 2024: Agencies and In-House Content Creation Leading the Way

Over the years, we've seen many brands engaging nano influencers and even User Generated Content (UGC) creators to build a cosmic volume of content for their social media platforms. Influencer marketing strategies can indeed generate great brand visibility through volume, and for some brands, prove highly effective. While we don't foresee influencers and UGC creators leaving the scene anytime soon, we've noticed the top social media trends of 2024 have presented us with something new: a distinct pivot toward creating content in-house or partnering with dedicated social media content creation agencies. What could be driving this shift? Could it be influencer fatigue or lack of consistency?

We admit it, this article might sound like a marketing gimmick—but in reality, there’s some incredibly interesting science and psychology behind this social media trend, which we’re looking forward to covering in this article. Let's dive deeper into this social media marketing trend and shed light on the reasons behind this emerging shift in social media content production practices.

The Power of Consistency in Social Media Marketing

First things first, psychology plays a critical role in shaping our perceptions and attitudes. In fact, psychology in social media marketing has become increasingly important and bigger brands are eagerly seeking the expertise of psychologists to gain better insights into their social media marketing strategies and target audiences. 

What does this have to do with consistency in social media marketing? Well, according to the core principles of cognitive psychology, consistent stimuli are processed more easily and remembered better. So, when a brand uses a smaller, dedicated content creation team that understands its core values and audiences through and through, it ensures a more consistent brand voice and aesthetic. This consistency is crucial in establishing a strong brand identity—which in turn is crucial for brand recognition and recall. 

The Power of Storytelling in Social Media Content Creation

A dedicated in-house team or a social media agency also allows for greater control over the key messaging and quality of content. How come? Let’s illustrate this with some science. According to the Congruity Theory, consumers prefer messages that are aligned with their existing beliefs about a brand. In practice, this means that the content creation team must thoroughly understand how crucial it is to manage a brand’s perception effectively. 

As a result, an agency well-versed in digital storytelling and empathy marketing becomes an invaluable asset. These agencies know how to make narratives more cohesive and compelling. What is more, they also have the ability to transform the brand narrative entirely. We all know how powerful good stories can be—they engage with our cognitive processes, tapping into our ability to empathise and imagine.

Take Advantage of the Mere-Exposure Effect in Social Media Marketing

Having a smaller, dedicated team can also enhance the trustworthiness and credibility of the content. Psychologically, people tend to develop trust with familiar faces and voices. This is where the power of empathy marketing shines the brightest: when the same, dedicated team consistently represents a brand, audiences develop a sense of familiarity and reliability—two crucial elements in nurturing long-term relationships. But can in-house teams and agencies connect effectively with the brand's ethos? Keep reading to find out.

Fostering Emotional Resonance and Other Social Media Strategies

Needless to say, in-house teams and dedicated agencies are inherently more connected to the brand and its ethos. Instead of moving from one project to another, agencies and in-house teams are genuinely invested in the brand, which often translates into social media content that is more emotionally resonant with the brand’s audience. Emotional resonance is a powerful psychological tool that allows content creators to deeply empathise with their audience, which allows them to craft messages that create lasting impressions and build brand loyalty.

The Cost of Influencer Fatigue

The overuse of influencers can lead to a dilution of authenticity and influencer fatigue across social media platforms. According to Meltwater, 47% of social media users are tired of seeing repetitive influencer content. In contrast, in-house content can provide a sense of authenticity and uniqueness. According to the social proof theory, people are influenced by the actions and approvals of others; however, when influencer endorsements become ubiquitous, their impact can diminish. This shift affects consumer behaviour, hinting also at a change in social media trends for businesses.

Opting in for an in-house team or hiring a social media content creation agency can help you save a long penny

2024 Trends in Social Media: Sustainability and Savings through Content Creation Specialists

Lastly, simply from an economics perspective, using an in-house team or leaning on a content creation agency can be a smarter move for your wallet in the long run. 

Lower coordination costs and streamlined content production processes make this option more cost-effective, resulting in higher-quality content, clearer key messaging, and more effective social media campaigns among other benefits. 

Signing on with the right social media agency can also help you to transform your social media marketing. Take a good look at the social media scene in 2024—we've come a long way from the times when a single person or a couple of dedicated people could manage it all. Today, creating top-tier social media content calls for a diverse team of experts, all trained in their specific fields. 

Did you know that even platforms like Instagram have their dedicated specialists these days? That's right. Social media platforms have grown so expansive and dynamic that it's become challenging to keep up with all of them. As a result, a one-size-fits-all strategy just doesn't cut it anymore across all platforms. It's time to tailor your approach to match the nuances of each platform.

Conclusion

It’s high time we rethink our approach to social media marketing. Overworking a single person or a small social media team is not sustainable or fair anymore in 2024. Instead, it's time to pave the way for more sustainable, long-term options, tailor-made for the nuances of each platform. Stay ahead of the curve and anticipate the social media trends 2024 is bound to bring!

If you’re looking into options that will hold up for the long haul in the social media game, we’re here to help. Our main goal at Ainoa is to become an extension of your marketing team you can trust and rely on.

Your social media team should not be just surviving, but thriving, consistently producing fresh, on-point content that resonates with your audience, elevating brand awareness and driving sustainable business growth.