As we wrap up another year, the Fox and Forth team is excited to share the trends, tools, and lessons that defined marketing in 2024. From innovative technologies to creative strategies, this year pushed us to think outside the box while staying grounded in what truly resonates: authentic human connection. Meet our team and what they thought of the 2024 season.
2024 Trends: Authenticity and Connection
One of the most exciting trends this year was the rise of employee-generated content (EGC). Both Brittini and Cai highlighted how this type of content—featuring real employees sharing their perspectives or daily tasks—fosters a personal connection with audiences.
“When employees are excited to show up for their business with their own ideas, it shows,” Brittini said. “Audiences love seeing the people behind the brand—it creates authenticity and trust.” Posts that included team members, business owners, or customers consistently outperformed others because they felt relatable and authentic. Brooklyn pointed out, “People connect with people—it’s simple, but it works.”
However, not all trends landed well. Brittini voiced her frustrations with inauthentic “sympathy marketing,” where brands post overly dramatic messages to gain attention, such as “We’re closing our doors!” She added, “Audiences are smart—they know when they’re being manipulated, and it’s not a good look.”
Technology and the Rise of AI
AI continued to shape the marketing landscape in 2024, offering endless possibilities for automation, content creation, and even video production. However, the team agreed that AI works best as a supporting tool—not a replacement for human intelligence. Brittini emphasized the importance of balancing technology with emotional creativity.
“The Artlist Report highlighted this beautifully,” Cai said, referencing a 2025 trend report that predicts a creative resurgence emphasizing emotional depth and authenticity.
Lessons Learned: The Power of Connection
If there’s one takeaway from 2024, it’s that people connect with people. True authentic connections matter more than, for example, follower count. As Brittini explained, “Followers are a vanity metric. You can have thousands of followers and still make no sales or have a poor community of support. Stop trying to get followers and focus on building a community of people who support your business and your beliefs. You’ll make more money and more meaningful connections that way!”
Video content also reigned supreme, with TikTok and Instagram Reels leading the charge. However, Sydney reminded us that quality beats quantity every time. “Posting consistently without a clear strategy doesn’t work anymore,” she said. “You need to focus on content that’s meaningful and engaging.”
Reflecting on 2024 and Looking Ahead
As we close out 2024, one thing is clear: marketing is constantly evolving, but its core remains the same—building meaningful connections. This year, the Fox and Forth team embraced authenticity, innovation, and creativity, learning that it’s not just about the tools we use but the stories we tell.
Whether through employee-generated content, strategic use of AI, or creating value-driven video content, the lessons from 2024 have inspired us to continue crafting campaigns that resonate on a human level. As we head into 2025, we’re excited to take these insights forward, helping brands grow by focusing on connection, community, and creativity.
From all of us at Fox and Forth, thank you for being part of our journey.
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