Meme dreams, AI schemes, and minimalist extremes: Branded content trends 2024

New Delhi: Be it the hearts, the minds, or the fingers running on an endless Instagram scroll, branded content is here to rule. At a time when “content is king” has gone full-on Maharaja Mode, brands have been churning out content that is spicier than ever. 

The plain-vanilla ads are now being replaced by branded content in the same way that Luxo Jr., the good old lamp, replaces the “I” in PIXAR. 

And as of now, there is no better year to witness this tumultuous transformation laced with some of the most tremendous trends than 2024. 

The “ism” in absurd

This year turned heads and twisted minds when it came to the trends in branded content. As Ashiish V Patil rightly pointed out how absurd internet trends became marketing gold. 

“Brands were tripping over themselves to hitch a ride on internet absurdities. It wasn’t just Yashraj Mukhate waiting to create his next viral sensation. BoAt and Crocs hopped onto the Orry Lorry like it was the last train home. Dhoni crooning “Bole Jo Koyal” for an electric bike turned memes into marketing currency. 

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Hell, you had Dua Lipa bringing her meme/mashup alive at the Mumbai gig. ‘Looking like a Wow!’ and even Ganji Chudail went from niche to mainstream, thanks to Nykaa, Shaadi.com and even Google teaming up with Neena Gupta,” Patil, a writer, producer, director, author and currently heading ‘Isspeshal’, a content hotshop, commented. 

The reason why everyone is riding on the back of absurdism, Patil told BuzzInContent.com, is the comforting corner people find in humour. “Humor is the world’s emotional support dog—in a post-pandemic, multiple-layoff, uncertain economy world. And nothing screams authenticity like high-fiving absurdity. It’s the marketing equivalent of a group chat where everyone gets the joke except Phuphaji in your family WhatsApp group,” he quipped. 

All in the favour, say AI (Say it like our Hon’ble PM #IYKYK)

As Pratik Gupta, Co-founder, Zoo Media & FoxyMoron, aptly articulated, “It’s no longer a question of ‘should we use AI?’—it’s about how to use it effectively.” Elaborating on the role of artificial intelligence in branded content, Gupta said, “AI also became a much bigger part of the way brands work. What started as small experiments turned into full-blown strategies. From automating content creation to building entire content libraries, brands used AI to create more efficiently and try new things.”

Zooming in on the features of AI, Sudeep Subash, Co-founder & Chief Revenue Officer, Collective Artist Network, stated, “ Tools like Galleri5 helped brands match creators with audiences effectively, making campaigns more engaging and successful. AI also predicted content performance, tailored stories for different groups, and allowed real-time campaign adjustments.”

AI is much more than just a buzzword, said Neelesh Pednekar, Co-founder & Head Of Digital Media, Social Pill. “AI isn't just a fancy tech toy anymore—it's fundamentally reshaping how brands connect with consumers,” Pednekar explained. 

“Take Swiggy, for instance. They didn't just recommend food; they created entire personalised narratives. Imagine getting a year-end video that's not just about your food orders but tells a story about your culinary journey. It's like having a digital friend who knows exactly what you crave,” he added. 

Pednekar, analysing globally, mentioned Nike’s AI-powered fitness content. He mentioned, “Nike took this to another level. Their AI-powered fitness content isn't just about tracking workouts; it's about understanding your entire fitness ecosystem. We're talking about adaptive training plans that change based on your mood, performance, and personal goals.” 

Pednekar finds it a game changer that these aren’t generic recommendations but hyperpersonalisation that actually feels human. 

Minimalism ultra pro max

Although the world is still unclear whether Jaguar’s rebranding controversy was a PR stunt or not, it clearly succeeded in making headlines. A hot cup of minimalism is being enjoyed by brands across industries. 

Sharing his thoughts on this, Gupta said, “ In 2024, we saw a clear move toward minimalism. Brands across industries like tech, auto, lifestyle, and wellness embraced the ‘less is more’ approach with simple designs, clean lines, and minimalist packaging.”

According to him, it’s not just about looking good—it’s about being functional, clear, and easy for people to connect with. “Minimalism also aligns with values like transparency and sustainability, which more consumers are expecting from brands today,” he noted. 

Purpose over promotion

In the content clutter, numerous brands are focusing on creating experiences rather than just creating ripples, connecting rather than just grabbing attention, and making meaningful connections rather than just making sales. This is how myriad brands are tuning the trends in 2024, according to Pednekar. 

Forget traditional advertising; 2024 is about brands that stand for something, he told BuzzInContent.com. “Brands are no longer just selling products. They're creating experiences, sparking conversations, and taking stands,” he said. 

“Look at Nykaa. They're not just selling beauty products; they're creating conversations about beauty inclusivity. Their short-form videos tackle real issues like mental health and diverse beauty standards. It's not marketing; it's a movement.” 

He added, “Patagonia internationally continues to be a masterclass in this approach. Their microdocumentaries aren't about selling jackets; they're about climate activism. They've turned brand content into a platform for meaningful dialogue.” 

He ended by saying, “It's not about how many people you reach, but how deeply you connect.”

“Click on the link below”

The content creators and influencers are now bringing the products to customers within a click’s reach. Blending content with commerce is a trend that is now catching momentum. For Subash, it was a fulcrum of focus, turning content into direct shopping opportunities. 

“The content-to-commerce play is gaining momentum and campaigns with influencers made it easy for viewers to shop directly, using data and trend-driven strategies to drive sales,” he said. Lading his response with an example, he talked about how Collective Artists facilitated one lakh shoppable content pieces on Pinterest for Myntra. 

Legacy and latent latte

Gone are the times of yore when only legacy celebrities and Bollywood bigshots used to appear in advertisements and billboards. Brands have unlocked the Pandora’s box of creators who offer relatability and authenticity like never before. 

Sharing his two cents, Gupta said, “When it comes to driving results, creators are now at the forefront. It’s not about celebrities anymore. Creators bring relatability and authenticity that audiences connect with. They’re better at building real engagement, and that’s translating directly into results for brands.”

Marketing the marketing

Looking at branded content trends through this interesting lens is the brainchild of ex-MTV Honcho Patil. Giving insights into this, Patil pointed to brands discovering that LinkedIn is not just for ‘10x your followers’ or Uber-driver stories. 

“Varun Dhawan popped up as Intern of the Year and Shraddha conducted a job interview for Ajio. Meanwhile, brands like Mokobara luggage, Slurrp farm baby foods and the Lemonn mascot at Diljit’s concert used LinkedIn influencers to push their campaign,” he said. 

Adding to this, Patil continued, “And let’s not ignore the founder frenzy. Deepinder, Nikhil, Namita, Kunal, Shantanu, Ashneer, Anupam. Podcasts, personal branding, and LinkedIn essays are no longer extracurriculars. They’re essential.”

“Because at the end of the day, even the B in B2B is a C,” Patil’s thoughts culminated. 

Shrenik Gandhi, Co-Founder and CEO, White Rivers Media, concluded, “2024 was a year of dynamic evolution in branded content. AI-powered personalisation revolutionised consumer experiences, while short-form video platforms captured attention spans. Purpose-driven storytelling resonated deeply, and vernacular content expanded its reach. Interactive experiences and authentic storytelling became paramount, with a shift towards micro-influencers for more relatable connections. These trends highlight the power of technology, empathy, and genuine engagement in shaping a brand’s narratives.”

It is clear that brands are stepping up their game and leaving us and you grabbing for popcorn while they churn out some entertaining and engaging content. Be it a 10-second reel or 10-episode series, or something immensely idiosyncratic, this branded content saga of 2024 is going to be an epic blockbuster, and trust us, the sequel’s going to be even better. 

Stay tuned!