Have You Captured Every Opportunity in Digital Marketing in 2024?
The end of the year is the perfect time to reflect, summarize activities, and evaluate the results delivered by (digital) marketing. As digital channels are highly dynamic and constantly evolving, it’s not always easy to track and implement every trend.
In this article, we aim to remind you of some key trends and changes so you can assess whether you’ve fully leveraged their potential. If not, consider incorporating them into your plans for 2025.
TikTok – Growth and Advertising
In 2024, Serbia welcomed long-anticipated TikTok advertising. Many seized this opportunity for their (sales) campaigns, and the results (based on our experience) have been excellent. If you’re still debating whether advertising on TikTok makes sense for your business – we say YES.
Let this be one of your business resolutions for the new year.
Instagram Broadcast Channel
When we talk about digital marketing in 2025, one of the first keywords that comes to mind is COMMUNITY. While it’s common knowledge how important it is to build and nurture relationships with the community around your brand, Instagram has taken steps to make this even more direct. With the introduction of Instagram broadcast channels, the platform enables content creators to establish closer and more immediate contact with their followers.
Although this feature became available last year, it saw a true surge in popularity in 2024 on Serbian market. Don’t miss the chance to unlock its potential in 2025.
Be aware that only creators can initiate these channels, sending messages in the form of text, photos, videos, voice recordings, and polls. Followers can react to the content and participate in real-time polls.
Video – The Axiom for 2025
Short video formats, such as those on TikTok, Instagram Reels, and YouTube Shorts, remain the dominant type of content. Algorithms on these platforms continue to prioritize short, dynamic, and informative videos, prompting brands to invest in creativity to capture and retain audience attention.
If vertical videos aren’t yet the primary content type on your digital channels, make it a priority in 2025 without hesitation.
Chat Applications
Taking it a step further from Instagram channels, brands are moving towards private communication platforms like WhatsApp, Discord, and Slack. These platforms are being used to build exclusive communities and foster direct dialogues with users, which boosts customer loyalty.
In Serbia, Viber can serve as an equivalent. With Viber installed on 94% of all active mobile numbers in the country, it is a highly effective channel for communication with target groups.
Beyond push notifications for special offers, news, and updates, Viber also offers Viber Ads and Viber Stickers, allowing brands to optimize communication and convey emotions. With branded stickers, you can connect with your target audience more effectively and seamlessly integrate into their everyday lives.
S̶e̶x̶ ̶Se̶l̶l̶s̶ – Authenticity Sells
Consumers increasingly demand authenticity from brands, leading to a rise in UGC (User-Generated Content). User-created content—such as photos, videos, reviews, or even entire social media posts—continues to grow in popularity because it directly builds audience trust. People inherently trust recommendations from ordinary individuals more than marketing messages or influencer endorsements.
Although UGC is often spontaneous and imperfect, this is precisely what makes it authentic, relatable, and more engaging than polished, high-production marketing campaigns.
UGC also engages audiences. Through contests, challenges, or hashtag campaigns, brands encourage users to create content, which increases audience engagement and visibility.
Instead of a conclusion
Every year is dynamic and challenging for digital marketing, yet full of opportunities for those ready to adapt, leverage new features, follow trends, and experiment. The key to success lies in flexibility and in staying attuned to the needs and preferences of your target audience.
