From year-end reporting and performance analysis to budget planning and campaign wrap-ups, if there’s one thing communications professionals don’t have at the end of the year, it’s time. So, we won’t waste yours with a generic spiel about how the comms landscape is changing and stakeholder expectations are shifting. Instead, here’s a rundown of the five trends we think will be critical to shaping your comms strategy in 2024.

1. Embrace AI for testing your comms plan

While everyone will no doubt be sick of hearing about AI in 2024, the vast majority of us will be using it every day. While the technology can’t write flawless copy that’s truly authentic and unique to your brand (who can? Narrative Labs can), it’s an invaluable sounding board for optimising your content strategy. Master the art of writing clear and thorough prompts, and AI can become a powerful tool for testing out your personas, evaluating your messaging and generating personalised content ideas for your 12-month communications plan.

2. Sustainability messaging: Beware of greenwashing

From 1 January 2024, many large European companies will be required to report on their climate impact under the Corporate Sustainability Reporting Directive (CSRD), with the Directive coming into effect for SMEs in 2025 and beyond. Comms teams should therefore be wary of vague and empty phrases such as ‘eco-friendly’ or ‘natural’, which now need to be fully substantiated with hard data – or your company risks reputational damage. The same goes for imagery or design that gives an unjustified impression of green credentials. To learn more about preparing for CSRD compliance, check out this blog.

3. Redefine stakeholder interactions with instant solutions

As the demand for instant, personalised interactions with businesses grows, conversational messaging apps such as WhatsApp or Instagram are likely to play an increasingly important role in corporate communications. Two-way, one-to-one conversations based on thoughtful, tailored messaging will present many opportunities to create meaningful engagement between brands and their stakeholders – but for most, this will inevitably require a powerful data platform and AI-powered chatbot to deliver a truly seamless experience.

4. Harness short-form video for brand storytelling

Modern life can be very demanding on our attention spans, so it’s no wonder that short-form platforms such as TikTok and YouTube Shorts have become so popular thanks to the brief bursts of engaging content they offer. While there will always be immense value in transparent, authentic written content for positioning your brand, comms professionals are also advised to leverage short-form video formats for maximum reach – both internally and externally.

5. Prioritise mobile-first communications

As points 3 and 4 above make clear, communications teams need to optimise their content and channels for mobile. Almost 60% of all global online traffic is now delivered via mobile devices. This is likely to increase, especially as mobile technologies become more affordable and available in developing digital markets, where mobile networks are the primary means of accessing the internet. A solid mobile-first communications strategy can help you reach a global audience, boost retention and establish a seamless omnichannel experience for your target audiences.

If you’d like help optimising your 2024 communications plan or need a hand getting it up and running, why not contact us today?