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Mid-Year Update: 5 Social Media Trends You Should Know in 2024

July 2, 2024

As we reach the midpoint of 2024, it's clear the social media marketing landscape is evolving, bringing new—and even a resurgence of old—trends and opportunities for brands to connect with their audiences. 

Here are five key trends we think you should pay attention to in the second half of the year, and our recommendations on how to leverage them to reach new customers and increase retention.

Behind-the-Scenes Content & Brand Authenticity

If you’re a TikTok user, you might recall how much promotional content you’ve seen on the platform recently. To many users’ disappointment, it may feel as though everyone on the platform is just trying to sell you something. 

In fact, the top three things consumers don’t feel they see enough of from brands are “authentic, non-promotional content, transparency about business practices and values, and information about how products are made and sourced,” according to Sprout’s 2023 Social Index.

This provides a clear opportunity for businesses and brands, as these are precisely the types of content that will help you build trust with your audience and encourage repeat engagement.

Leverage the trend by:

  • Posting behind-the-scene photos and videos of marketing photoshoots and events
  • Taking your followers behind the scenes of production to show how your products are made
  • Sharing “Day in the Life” content from the perspective of team members

Brand Personality

Because of the demand for authentic, personalized content, more brands are experimenting with how to fit into meme culture in a way that feels authentic to their voice. From “Fully Conscious Baby” to Spotify-style “Daylists,” companies are strategically tapping into viral trends from TikTok and Instagram Reels on their social media accounts and quickly reshaping the ideal brand voice into something playful, witty, and endearing. 

Leverage the trend by:

  • Performing market research to identify niche interests within your brand’s community you may be able to take advantage of
  • Being selective about what trends make the most sense for your brand and audience, making more of an impact than participating in every internet trend

Fostering Community Instead of a Large Follower Count

Are you struggling with engagement or follower retention? That may be because your brand isn’t focused enough on community building. A brand community is where like-minded consumers who have an emotional connection to your brand can connect.

Put simply, these are your loyal consumers — the people who repeatedly purchase your products, consume your content, and influence others to do the same. Not only is it a powerful business tool for your brand, but it also gives consumers a sense of place and belonging.

Leverage the trend by:

  • Responding to comments
  • Encouraging followers to tag you in their feedback posts and videos
  • Addressing negative feedback
  • Fostering relationships with influential content creators and community leaders

Social Media SEO

A recent study found that 74% of Gen Z internet users prefer using TikTok for search, as opposed to search engines like Google, due to the short-form video content. Social media platforms like TikTok are leaning into this trend by adding features like that of search engines, to help searchers find content like product reviews and recommendations, vlogs of users visiting local businesses, and more. 

The delineation between social media platforms and search engines has become muddier, but what is clear is the need for SEO strategies in social media. Implementing social media SEO into your strategy can help optimize your social posts to gain traffic through search, so you can meet potential customers where they are. 

Leverage the trend by:

  • Using relevant keywords in your social captions
  • Utilizing alt text on social media images to improve accessibility
  • Adding subtitles for video content

Long-Form Content

Most consumers report finding short-form video the most engaging type of in-feed content, but this year long-form video content is seeing a resurgence. TikTok users with over 1000 followers can livestream videos with a 60-minute time limit. The platform also recently rolled out its 10-minute video feature and is now testing a 30-minute upload option, pushing its way into YouTube’s territory.

This trend is likely due to platforms like YouTube and Twitch, which have continued to provide longer, more in-depth content to users who seek it out. As previously mentioned, we’ve seen a recent increase in demand for more trusted content, which long-form content can achieve more easily than a 30-second reel.

The short-form video is definitely not going anywhere any time soon, and should still be a key player in your social strategy, but it might be time to think about how you can introduce long-form content video storytelling into the mix. By utilizing short-form content to drive traffic and implementing long-form content for authoritative, in-depth information, both can complement each other and the more complex needs of consumers in 2024.

Leverage the trend by:

  • Utilizing a mix of short and long-form content into your strategy
  • Prioritizing in-depth, well-researched content
  • Publishing longer videos that use vlog-style, personalized or storytelling, and interactive elements

Not sure where to start? We’re here for you! The Wingard team is ready to help you define your brand’s social media goals and build a strategy designed for today’s digital landscape. Learn more about how we can turn your idea into realized potential.

Jax Chamber Events
Why marketers should attend: These aren’t your average mixers. JAX Chamber events bring together small business owners, decision-makers, and entrepreneurs actively shaping the city's future. For marketers, that means staying in the know on local business trends, networking, and hearing what's shaping Jacksonville's growth.

Events to watch:
Chamber Council Mixers
Trustee Mixers
Annual “Meeting”

Marketing takeaway: Stay ahead of local trends and discover the search terms people are actually using to grow their businesses in Jacksonville.
Regional Chamber & Business Councils
Why marketers should attend: Beyond the JAX Chamber, Jacksonville is home to several neighborhood-based and industry-specific chambers of commerce. These tight-knit networks offer hyperlocal insights and relationship-building opportunities that can power your next local campaign.

Look into:

Clay County Chamber of Commerce
St. Johns County Chamber
Beaches Division of the JAX Chamber
Nassau County Chamber of Commerce

Marketing Takeaway: Hyperlocal campaigns often mean hyper-targeted results. These groups help you understand the nuances of each community you serve.
First Coast Hispanic Chamber of Commerce (FCHCC)
Why marketers should attend: FCHCC events are rich with entrepreneurial energy, cultural perspective, and networking potential with Jacksonville’s vibrant Hispanic business community.

Events to explore:
Achieving the Dream Luncheon
Social Cafecito with the Chamber (networking series)

Marketing Takeaway: Discover new audience insights and partnership opportunities while learning how to communicate to diverse communities.
Jacksonville Chapter Events: Public Relations Society of America (PRSA) and the Florida Public Relations Association (FPRA)
Why marketers should attend: Public relations and marketing go hand in hand, and you can think of the North Florida PRSA and FPRA Jax as your go-to groups for communications insights, skill-building, and peer collaboration. For marketers who manage media, help shape public perception, and strengthen brand messaging, both organizations offer invaluable resources and a community of like-minded, local professionals.

Events to explore:
FPRA’s Annual Image Awards
PRSA North Florida’s Media Mashup
Professional development luncheons and mixers

Keep an eye out for the upcoming PRSA Sunshine District Conference, hosted this year in Jacksonville! Our Senior PR & Communications Manager, Ashley Williams, also serves as the PRSA Jacksonville Chapter President and is helping lead the planning efforts. This conference brings together industry leaders to share insights and explore the latest strategies in public relations, communications, and emerging technologies. The Wingard PR team looks forward to seeing you there!

Marketing Takeaway: Learn how to blend PR and marketing to craft campaigns that get attention and build trust with your community.
ULI North Florida: Real Estate + Development Talks
Why marketers should attend: If your clients include developers, real estate professionals, or civic organizations, ULI North Florida events are your inside scoop on what's next in Jacksonville. Think urban core revitalization, new project announcements, and commercial growth projections (which mean future content angles!).

Events to watch:
ULI Trends in Real Estate Conference (annual)
ULI North Florida - State of the Economy & Housing Market (annual)

Marketing Takeaway: Gain rich storytelling material and strategic context for real estate industry-related content.
Jacksonville Business Journal Events
Why marketers should attend: Get an insider look at Jacksonville’s movers and shakers. These events are great for building B2B connections and staying on top of industry shifts.

Notable series:
Tech Leaders of the Year
Fast 50
40 Under 40
Women of Influence

Marketing Takeaway: Stay on top of local happenings, network with community changemakers, and gain insight into business trends that matter locally!
JAXUSA Partnership Events
Why marketers should attend: JAXUSA Partnership is the economic development initiative of the JAX Chamber, and their events offer a high-level look at the forces shaping Northeast Florida's growth. Perfect for those working with clients in B2B, logistics, healthcare, or tech.

Key programming:
JAXUSA Luncheons

Marketing Takeaway: Use data-driven insights to inform your strategy and messaging!
Visit Jacksonville Industry Events
Why marketers should attend: As the city’s official tourism voice, Visit Jax knows destination marketing. Their events are ideal for content creators and marketers in food, travel, hospitality, and culture.

What to look for:
Partner Updates + Town Halls
Hospitality Nights
Collaboration Opportunities via their Partner Portal

Marketing Takeaway: Learn how to turn places into products. These sessions are masterclasses in lifestyle branding, SEO-driven content, and collaborative campaign building.
Downtown Vision, Inc. (DVI) Events
Why marketers should attend: DVI knows how to bring life to a city block, and those activations are full of marketing lessons. DVI events center on placemaking and community-building in Downtown Jacksonville. You’ll see how visuals, street-level branding, and event marketing activate foot traffic.

Watch for:
First Wednesday Art Walk (monthly)
Stakeholder Meetings (quarterly)
Activation Workshops
Sip & Stroll (monthly—except June-August)
Annual #DTJAX Gala

Marketing Takeaway: Street-level engagement matters. Borrow these tactics for IRL campaigns, brand activations, and immersive experiences that foster brand loyalty and buzz.
The Nonprofit Center of Northeast Florida
Why marketers should attend: If you serve nonprofit clients, this is your front-row seat to what matters most in the mission-driven world. The Nonprofit Center hosts workshops, speaker series, and networking events, tailored specifically for nonprofit communicators, fundraisers, and leaders.

Programming highlights:
Annual Nonprofit Works Conference
Catalyst Convening Series Gatherings
Development + Communications Roundtables

Marketing Takeaway: Understand how to build campaigns around impact, empathy, and values, and how to communicate to donors, volunteers, and stakeholders.
Jessie Ball duPont Center Events
Why marketers should attend: The Jessie is the home base for many nonprofits and changemakers in Jacksonville. Their programming focuses on empowerment, civic innovation, and community impact — integral themes for mission-driven brands.

Events to attend:
Nonprofit Meetups
Civic Innovation Lunch & Learns
Community Open Houses

Marketing Takeaway: Learn how mission-driven organizations use storytelling, data, and empathy to build powerful movements.
TEDxJacksonville + Idea-Focused Conferences
Why marketers should attend: Learn from top-tier communicators and thought leaders who know how to distill big ideas into memorable messages. TEDx events and conferences like the upcoming 10X Jacksonville Summit (October 2025) are ideal for inspiration, community connections, and creative fuel.

Marketing Takeaway: Sharpen your narrative craft. Use speaker techniques — like pacing, metaphor, and audience-first language — to elevate your next pitch or brand message.
AIGA Jacksonville Events & Creative Meetups
Why marketers should attend: Design is the backbone of effective branding. AIGA’s events, like portfolio reviews and creative mixers, provide marketers a chance to collaborate with designers, scout talent, and explore the power of visual storytelling and user experience.

Great for:
Brand strategists
Content creators
UX-focused marketers

Marketing Takeaway: Improve your brand strategy by seeing how designers approach user experience, aesthetics, and storytelling. You’ll walk away with a stronger visual vocabulary and new creative partners.
Riverside Arts Market (RAM)
Why marketers should attend: RAM is more than handmade soaps and fresh veggies – it’s a front-row seat to the innovation of small business branding. Watch how vendors capture attention, share their stories, and build loyal audiences in real-time.

Marketing takeaway: Get inspired by grassroots marketing done well. Think: product storytelling, vendor displays, and niche audience engagement.
Creative Panels @ MOCA Jax, MOSH, and Cummer Museum of Art & Gardens
Why marketers should attend: These cultural institutions often host community-driven discussions, artist panels, book clubs, and storytelling events. Keep an eye out for exhibition openings and creative meetups for unique insights into how narratives drive engagement.

Explore Events for:
MOCA
MOSH
The Cummer Museum of Art & Gardens

Marketing takeaway: Great marketing is about emotion and connection, which is exactly what these cultural institutions do best. Use their programming to recharge creatively and explore new ways to tell brand stories through art, history, and place.
Cultural Council of Greater Jacksonville Events
Why marketers should attend: Cultural Council events ignite the creative economy and shine a spotlight on public art, local creatives, and cultural impact. Perfect for marketers interested in placemaking or community engagement.

Top events:
Annual Arts Awards
Public Art Dedications

Marketing Takeaway: Cultural storytelling builds deeper connections. Use what you learn here to create campaigns that resonate with local values and celebrate community identity.

Turn Local Insights Into Local Impact

Tapping into local events is just one piece of the puzzle. If you're ready to turn that inspiration into real results — whether it’s leveling up your Local SEO, launching a new campaign, or giving your brand a creative refresh — Wingard is here to help. We understand Jacksonville, and we know how to help your business thrive here. Let’s make something great, together!

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Let’s turn your idea into realized potential.