Since its inception, social media has become much more than a place to connect with long-lost friends or distant loved ones online. Now, we turn to social media to seek advice, encounter content we care about, and even shop. Many modern consumers turn to platforms like TikTok and Facebook for real-world feedback, reshaping how we discover new brands, products, and destinations. Social media is also critical in determining when and where users encounter them. With this in mind, we wanted to highlight the latest trends in 2024 that will impact destination marketing.
We have analyzed the latest social media trends emerging in 2024, focusing on how Destination Marketing Organizations (DMOs) can leverage these tactics to their advantage. From increased artificial intelligence (AI) usage and evolving algorithms to influential formats and platform-specific trends, we review the fads destinations should take advantage of this year.
What are the key social media trends to include in your strategy for 2024?
A successful destination marketer understands the importance of crafting an authentic social media strategy to establish a strong connection with their audience. Staying up to date on the latest social media trends not only benefits your business but it enhances your brand. Here are eight of the most influential social media trends to double down on in 2024:
Video content stays on top
In 2024, short-form video content (under 60 seconds) will continue to be one of the most indispensable social media trends for travelers and travel businesses. Munch, a social media automation brand, analyzed the influential content in their annual State of Short-Form Video report for 2024. Munch concluded that the number of consumers who watch video content is higher than ever, with 66% finding short-form videos to be the most engaging form. Due to the rapid rise in short-form video popularity, businesses in every industry are racing to master the format.
This year, we’ll see travel marketers create more short-form video content, especially candid clips that show an honest, unfiltered view of their destination. With total creative power, destinations can utilize short videos to accomplish a range of marketing objectives, including:
- Promoting offers, activities, and experiences
- Sharing valuable information
- Giving virtual tours
- Storytelling
- Growing social media presence
- Strengthening community bonds (local and online)
User-generated content over self-promotion
User-generated content (UGC) is far more beneficial to brand managers and destinations than other forms of traditional advertising. Consumers are turning away from brand-produced advertising. Instead, they refer to unbiased user-generated content to see what a product or experience is really like—not what the brand wants them to believe. Moreover, excessive branded advertisements can entirely turn social media users away from your destination, with 34% of consumers reporting too much self-promotion will “turn them off a brand.”
Recent data from the Interactive Media Research Group (IMRG) illustrated how much UGC impacts travel decisions, with 73% of IMRG survey respondents stating it played a role in their purchasing decisions. Additionally, travelers may turn to numerous sources (e.g., reviews, social media posts, blogs) before picking a destination to ensure the real experience matches advertisements. Destinations that put authenticity and user-generated storytelling at the center of their social media strategy will better attract target audience members.
More niche content creators, less super-influencers
In a survey of 3000 marketing professionals, more than two-thirds reported finding influencer marketing effective. However, there has been a shift in how destinations approach working with influencers. Instead of partnering with the most popular social media personalities, destinations, and travel partners will place more value on niche influencers and content creators.
While top-name influencers may have more followers, niche creators typically garner a targeted, loyal following. They earn audience trust by sharing their expertise and valuable insights over time. Partnering with niche creators directly tied to your destination, like local experts and adventure enthusiasts, will help your social media content reach the right audience. According to CrowdRiff, influencer-driven destination marketing performs best when content creators tag the location in their content.
Growing focus on eco-tourism
Going green is no longer an option for venues and destinations. With a growing demand for eco-friendly travel partners, destinations must demonstrate a commitment to sustainability to remain competitive. Because of this, destinations worldwide are highlighting their efforts to prioritize climate change, protect biodiversity, reduce waste, and more. As “slow travel” continues gaining steam, travelers seek opportunities to foster meaningful connections with a particular place or culture while preserving the local environment and community.
Harness social media to showcase your green initiatives, building a loyal base that values sustainability and eco-conscious tourism. Promote green experiences, like natural adventures and community conservation efforts, while highlighting your destination's most sustainable travel partners.
Split trust in generative AI
2023 showcased the acceleration of generative AI with tools like ChatGPT and Spotify’s AI DJ. Many industries have found artificial intelligence incredibly beneficial, using it to craft content quickly, analyze valuable consumer data, or institute dynamic pricing. While some destinations have begun experimenting with AI-generated marketing, there are pitfalls to consider, like whether using it could negatively affect consumers’ perception of your brand’s authenticity and trustworthiness.
In Hootsuite’s 2024 Social Media Consumer Survey, 62% of respondents reported being less likely to trust or engage with content they think is AI-generated. However, the study also noted that younger consumers, particularly members of Gen Z, are more likely to trust AI-produced content because they are confident they can identify content that has been artificially created. Destination marketers should approach AI-generated marketing cautiously, utilizing it more as an engagement topic than an advertising tool.
AI-driven algorithms
Social media channels are changing how they deliver content to their users. In 2023, Facebook began to show users more recommended content and less content from users they follow. Before the change, approximately 15% of the content users saw was recommended by AI. After the shift, approximately 20% of user content was AI-recommended. On Instagram, totals are even higher, with 40% of users’ feeds recommended by AI. Thanks to the strategy shift, destination marketers have a better chance of getting their content in front of new audience members, increasing brand awareness and content reach without expensive ad boosts.
Data analytics
As more businesses gain access to the power of Big Data, collecting and analyzing consumer data is more critical than ever. Destinations can track consumer behavior, post-performance, campaign success, and other key performance metrics (KPIs) using data analytics. Establish how your audience responds to various social media campaigns by monitoring key destination marketing metrics, such as:
• Behavioral patterns
• Ad reach
• Post impressions
• Clicks
• Link shares
• Readership
• Video plays
• Video views
• Video retention rates
• Engagement rates
Review behavioral patterns and identify activity trends to determine which marketing strategies yield the best results. Employ data analytics to create thematic, topical content that engages your audience’s interests and promotes your destination.
Tapping into trending content
You’ve probably seen the same soundbite, dance, or video format numerous times on social media, right? If a dance or sound clip starts trending, users will recycle the audio clip or recreate the performance, putting their unique spin on it. This form of content creation, also known as “stitching,” has become an increasingly popular way for social media users to engage with trendy content.
In 2024, more destinations will harness the power of already-trending content. Take advantage of surging social media, like viral user challenges and trending video templates, to promote your destination to a pre-built audience. Simply choose a trending short-form video template, import your visuals, and export the video across your social channels.
Channel Watch: 2024 social media trends by platform
Although they share many similar features, every social media platform is unique. They offer various content formats, creator tools, and discovery algorithms. Due to their diversity, marketers must target each platform differently. Review the social media trends 2024 will promote on each site and work the most relevant into your destination marketing strategy.
Facebook usage and 2024 algorithm changes
Facebook may no longer be the “coolest” social media platform on the market, but many people still rely on it for important updates, to connect with friends and family, and to keep up with local stories. Two of the most notable Facebook trends impacting destination marketing in 2024 include—
- More usage, less content creation. Data shows that Facebook usage rose in 2023, a trend expected to continue. The Wall Street Journal reported Facebook usage was up worldwide, with Reels consumption up 20% from 2022. However, while users consume more site content, they also create less.
- AI algorithms and automated marketing. Due to the unique pairing of increased site usage with decreased UGC, AI-powered algorithms will play an even more significant role in travel marketing. With automated marketing tools like Meta’s Advantage+, destinations can choose a few campaign targeting filters, ensuring the right audience sees their content.
2024 Instagram trends and engagement tools
A lot is happening on Instagram this year. Look out for some of the most popular anticipated trends, like—
- Instagrammable places: Travelers enjoy hunting for the perfect destination or vacation spot, so “Instagrammable places” is a consistently popular search term. Highlight your picturesque locations and captivating views to display your destination’s Instagrammability.
- Direct message (DM) marketing: Social Pilot anticipates a rise in marketing DMs in 2024. Through direct messages, destinations can contact users, record videos, share GIFs, and send voice messages. Utilize DMs to connect with your audience. Offer special promotions, send exclusive offers, and make your followers feel valued.
- Ephemeral content: Ephemeral content—only viewable for a short period—continues to reign supreme on social media. Because it can only be seen during a limited window, ephemeral content encourages immediate engagement by creating a sense of urgency or fear of missing out (FOMO). Destinations can use Instagram Stories and other limited-availability content to give users behind-the-scenes sneak peeks, promote exclusive offers, and share live event clips.
- Interactive stickers: Demonstrate your destination’s personality with fun, interactive stickers. Add a sticker to your Instagram Story to ask questions, poll your followers, and drive audience engagement. In addition to being playful and visually stimulating, interactive stickers help humanize your brand.
TikTok trends for destinations in 2024
In 2024, TikTok will remain a valuable channel for destinations. With a large user base and an easy-to-navigate creators suite, travel marketers will use TikTok to—
- Grow local content. One of 2024’s most exciting TikTok trends is the rising popularity of local content. This year, marketers will create more effective, targeted campaigns by focusing on specific geographical areas. Hop on the trend by advertising your location's unique sights, sounds, and flavors. Display local expertise and admiration for your destination by promoting landmarks, attractions, restaurants, must-see spots, hidden gems, and events.
- Ramp up PR. TikTok is the perfect place to generate buzz about your destination and strengthen public relations. Demonstrate your knowledge and earn consumer trust with educational videos, one of TikTok's most successful social media trends. With a broader reach than targeted niche topics and videos, detailed educational videos help destination managers reach beyond their current customer base and connect with more members of the public.
- Drive engagement. Use interactive TikTok tools, like live polls and Q&A, to engage with users. Encourage them to ask burning travel questions or inquire about what’s happening behind the scenes at your destination. Create short video responses to connect with your audience, strengthening trust and credibility.
YouTube travel marketing 2024 trends
Following TikTok and Instagram’s lead, YouTube began allowing short-form video content with YouTube Shorts, which has been wildly successful. In addition to driving content monetization and connecting destinations with viewers directly, YouTube is implementing innovative creator tools to make Shorts even more engaging. Platform trends destinations should utilize this year include—
- More to Shorts. Using Shorts, destinations can now add “Q&A” tags to video content, enticing viewers to ask questions in the comment sections. New developments will also enable creators to respond to viewers’ comments with another Short, continuing the conversation and engaging YouTube users in a new way.
- Live video previews. YouTube is testing exciting new tools and content styles, like live video previews, to enhance the user experience. When scrolling, test users will see live video previews mixed in their Shorts feed. Tapping on the video sends viewers directly to the live stream, helping users instantly connect with creators and destinations they may not have encountered otherwise.
- New editing tools. Additional editing features, like “Remix” and “Recomposition,” will allow YouTube creators to upgrade their video content quickly. The former tool makes bundling effects and audio from trending content easy, while the latter makes creating Shorts out of horizontal videos possible.
Will X lead social media travel trends in 2024?
While X, formerly known as Twitter, has previously played a role in destination marketing, it is not expected to be a significant player in 2024. According to CrowdRiff’s 2024 Trends Report, only 3% of destination marketers ranked X as the most “buzzworthy” platform in 2024, with 66% of responding DMOs reporting wanting to eliminate the channel from their content mix entirely. Due to the platform's constantly shifting reputation, terms and conditions, and formatting regulations, many destinations are placing their efforts elsewhere this year.
Put these social media trends to use in 2024 and make your destination shine
Now you know which social media trends 2024 will bring and how to use them in your destination marketing strategy. And although social media will play a starring role in travel this year, it shouldn’t be your only source of marketing inspiration, as audience perception matters most. Next, we dive deeper to show you how DMOs use guest feedback for sales and marketing plans.
Kim Campbell
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