This is a follow-up and addition to our article about social media marketing at the beginning of the year which can be found here.
In 2024, social media marketing is rapidly evolving, and for businesses in Atlantic Canada—especially those in smaller towns—keeping up with these trends can make a huge difference in visibility and engagement. While the big cities have larger budgets and more competitive markets, small businesses can still thrive by focusing on the right strategies.
1. Short-Form Video: The Reigning Champion
TikTok may have started the trend, but in 2024, short-form video dominates across platforms. Instagram Reels, YouTube Shorts, and even LinkedIn have leaned heavily into this format. For businesses in towns like Fredericton or Saint John, these bite-sized videos are powerful for promoting products, showcasing behind-the-scenes content, or even spotlighting community events.
Why short-form works: The attention spans of online users are decreasing, and these quick videos keep people engaged long enough to deliver your message. You don’t need a big budget—just a smartphone, some creativity, and consistency. And because people in smaller towns tend to have closer community ties, personal and behind-the-scenes content can really help to humanize your brand.
2. The Rise of Local Influencer Marketing
Influencer marketing is no longer just about A-list celebrities or influencers with millions of followers. Micro and nano influencers, often with 1,000-10,000 followers, are making waves in Atlantic Canada. Their close-knit audiences trust their recommendations, and for businesses in small towns, partnering with local influencers means directly reaching people in your community.
Actionable Tip: Look for community figures in your town—local bloggers, well-known event organizers, or even someone active on social media with a loyal following. Their endorsement could bring in foot traffic and online sales. Plus, local partnerships can be more budget-friendly.
Or, you could just reach out to us at Kiers Marketing because we’ve already put in the work to create a list of local and regional influencers segmented by industry!
3. SEO Meets Social: Optimizing Your Profiles for Search
With the inception of SearchGPT and other machine learning search tools, SEO isn’t just for websites anymore. In 2024, social media platforms are enhancing their search functionalities. Optimizing your social media profiles and posts for SEO can increase visibility, especially when people in your area are searching for products or services you offer.
What you can do: Use keywords in your profile descriptions, captions, and hashtags. In smaller markets like Charlottetown or Moncton, think about the specific language and terms your community uses. For example, a “local bakery in Moncton” will likely perform better in searches than a generic “bakery.”
4. User-Generated Content for Authentic Engagement
When it comes to building trust in small communities, user-generated content (UGC) is key. Encourage your customers to share photos, reviews, or experiences with your brand. Not only does this create authentic content, but it also showcases your strong community ties.
In practice: If you’re running a local business in a town like Truro, consider creating a monthly contest where customers can win discounts or prizes by posting about your product or service with a branded hashtag. This not only increases engagement but builds word-of-mouth marketing, which is critical in smaller towns.
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