2024 Marketing Trends: Untraditional Strategie

In the ever-evolving world of marketing, 2024 has made one thing clear: untraditional marketing strategies are increasingly overtaking traditional methods. Consumers are aware and overloaded with ads, and many are actively avoiding them with ad-blockers or simply by tuning out. Today’s winning brands are reaching consumers through creative and unconventional methods that feel more organic, authentic, and engaging. So let's dive into a few of the untraditional marketing techniques that are overtaking traditional strategies—and why they’re so effective.

1. Backdoor Marketing: Connecting to Influencers and Creator Communities

Backdoor marketing involves cleverly inserting a brand or product into spaces where the audience is already highly engaged and trusts the information presented. This strategy often involves collaborations with influencers, creators, and other well-known personalities who organically weave the brand into their content.

Now, let’s take Jake Paul as an example to discover what Backdoor Marketing actually looks like!

But first how did it all start?  

So way back in 2016, our very own Founder of Scrolling Media went to a Web Summit Tech Conference in Portugal where he presented his first start-up NEXMII!  🎉As he was setting up his booth he realized that a similar face happened to be at the Summit as well. Lo and behold, there was Jake Paul presenting his service - TeamDom.

Above - Philippe Bensadon CEO and Founder and his partner at the Web Summit Tech Conference in 2016  

The legacy of social media - Alfie Deyes, Jake Paul and Mamrie Hart at Web Summit 2016

Jake Paul gained fame through Vine, a short-form video platform popular in the early 2010s. Together with his brother, Logan Paul, he created humorous and daring six-second clips that quickly attracted a large following.

Jake then moved to YouTube, where he began daily vlogging, which further fueled his popularity. One of his early viral videos on YouTube was "It's Everyday Bro," a music video released in 2017 as part of Team 10, his collaborative influencer group. The video, which featured his bold personality and flashy lifestyle, quickly gained attention due to its strong hook but also became controversial and debatable.  

The viral YouTube video - Jake Paul - It's Everyday Bro (Song) feat. Team 10 (Official Music Video)

Jake Paul’s continued vlogging, making shocking moves, and causing media clashes, along with his involvement in the content creation house "Team 10," this kept him in the public eye and played a key role to his viral status across social media platforms.

This year in 2024, he used shock marketing to make $1M in sales just by using hate. 🫨

Jake Paul turned criticism into $1M in sales, and it could be the boldest marketing move of 2024.

His brand, "W," didn’t just deal with haters—they capitalized on them.

Here’s the genius behind it; When the hate started pouring in, they flipped their body spray’s name from 'W' to 'F.' They even set up punching bag machines featuring Jake’s face, letting critics take a swing. Imagine how every punch, comment, and reaction fueled a viral frenzy.

The numbers started to rack up and sparked over 1,000 organic posts tagged each month. They had 194 million impressions on Instagram and made millions in revenue!

How it works in 2024 In the age of TikTok, YouTube Shorts, and Instagram Reels, consumers are paying close attention to the creators they follow. Brands are now working with influencers to produce content that doesn’t feel like an ad, but rather, like an honest endorsement or a product that naturally fits into their lifestyle.

2. Experiential Marketing: Making Moments Memorable

Experiential marketing is about creating engaging experiences that captivate audiences and encourage them to interact with a brand in a meaningful way. It’s a tactic focused on giving consumers a memorable, hands-on encounter that often mixes the digital and physical worlds.

Let’s review the Best Anthropomorphic Snack: Pop-Tarts, The First Edible Mascot and see how Pop-Tart used experiential marketing to market their brand!  

At the first-ever Pop-Tarts Bowl, this brand activation showcased a mascot made entirely from the classic snack. Mixing food, fun, and football, the campaign reached fans in the stadium and viewers all around the world.

The Pop-Tarts YouTube Ad- The First Edible Mascot

Here is the genius behind it; Pop-Tarts made a significant impact with their edible mascot stunt during the 2023 Pop-Tarts Bowl, which went viral and generated massive buzz. This year, they are doubling down on the concept with three new edible mascots. Even though specific sales figures from the mascot campaign aren't shared, the campaign's success last year resulted in significant earned media coverage and attention for the brand. In fact, the previous year's stunt earned Pop-Tarts a Cannes Grand Prix award!

Look at Pop-Tart’s Instagram page showcasing their edible mascot! 🏈#PopTartsBowl  

How it works in 2024:  In 2024, live, in-person activations are helping brands create unforgettable experiences by connecting with consumers on a personal level. These events allow people to engage directly with the brand through interactive experiences, sensory engagement, and exclusive opportunities that can't be replicated online.

3. Dark Social and Private Communities

Dark social refers to the sharing of content on private platforms, like messaging apps (WhatsApp, Telegram) and private communities (Slack, Discord). Unlike traditional social media, dark social is highly personal and harder to track.

Let’s uncover what made Kim Kardashian so famous without getting into the gruesome details 😉

Kim Kardashian first gained popular attention in the early 2000s after a private tape featuring her and ex-boyfriend Ray J was leaked in 2007. The video, which some considered mild adult entertainment, quickly went viral, leading to increased media attention. This event played a significant role in moving Kardashian into the public eye. Afterwards, she built her fame through reality TV, particularly the success of Keeping Up with the Kardashians, using her family and personal brand to expand into business ventures, fashion, and social media.

Here is the genius behind it; The film generated massive attention, creating an instant buzz around Kardashian. This fame laid the foundation for her reality TV career, which became a gateway to successful brand deals, endorsements, and entrepreneurial ventures. By using this attention, Kardashian transformed what could have been a fleeting scandal into a lasting and profitable personal brand, demonstrating how uproar can be effectively used for long-term marketing success.

Other examples of how Kim Kardashian tends to break the internet with massive online attention through provocative, headline-grabbing moments and strategic brand moves.  

How it works in 2024 with people seeking private spaces, brands are now entering these fields through partnerships, branded communities, or even promotional messages. Because these channels are considered more private and trusted, audiences are more receptive to brand messages shared here, especially when they come from friends or community leaders.

4. Content Marketing Through Unlikely Influencers: Think Niche Creators

Content marketing has taken a shift from big-name influencers to smaller, niche creators who cater to very specific interests or subcultures. Known as “micro” or “nano” influencers, these creators often boast highly engaged audiences, despite having smaller followings.

Take a look at Peloton and how they use micro-influencers to promote their brand

Example of a micro-influencer on TikTok promoting the Peloton Brand 💪#workoutfromhome  

Here is the genius behind it; Peloton is smart because they have highly engaged, niche audiences that trust their recommendations. Unlike larger influencers, micro-influencers offer more authentic and personal connections with their followers. This leads to higher engagement rates, more targeted marketing, and often a better return on investment for brands. Their content tends to feel more relatable, and their influence is felt on a more grassroots level, helping Peloton build a more loyal and motivated customer base.

Another example of a micro-influencer filming a TikTok using the authentic approach and #pelotoninstructor

How it works in 2024 Brands are finding success by connecting to niche communities with creators who feel authentic and relatable to their audiences. These partnerships allow brands to reach micro-communities that would otherwise be difficult to target through traditional media.

5. User-Generated Content (UGC): Letting Customers Tell the Story

User-generated content involves maximizing customer-created content, such as photos, videos, or reviews, to promote the brand. UGC campaigns work well because they feel genuine and allow customers to act as brand ambassadors.

Check out this UGC campaign that Neutrogena used to promote their brand using these creators on social media 👇

‍Kristy Sarah partners with Neutrogena while making an funny “juicy facts”  viral video on Instagram 😁

Here is the genius behind it; it give the brand the ability to make use of customer-created photos, videos, and reviews to authentically promote a brand. UGC campaigns succeed because they connect with audiences, feeling more genuine and relatable. They turn customers into brand ambassadors, inspiring a sense of community and trust that traditional advertising can't match.  

Giggly Squad collabs with Neutrogena while filming a “who is more likely to” video on Instagram 😂

How it works in 2024 Brands are increasingly encouraging customers to share their own experiences on social media and using this content in their own marketing materials. The results feel authentic and relatable, driving engagement and trust more effectively than polished, traditional ads.

Check Out our previous blog about Top UGC & EGC Trends Shaping 2024 Marketing➡️

6. Interactive Content: Quizzes, Polls, and Contests

What’s the buzz? Interactive content involves creating activities that engage the consumer and encourage them to take an active role. These can range from polls and quizzes to gamified elements within apps or on social media.

Let's take a moment to consider Nike -  in 2010, the Nike team introduced theNike+ app for iOS, followed by its release on Android in 2012. Over time, the app evolved, receiving a new name and a range of innovative features that transformed the way people approached running. Free to use, the app connects users with a global community, promoting motivation and motivating continued participation in running activities.

In 2024, Nike Run Club (NRC) continues to be a inclusive app that helps runners of all levels track their progress, set goals, and stay motivated. The app offers features like GPS tracking for distance, pace, and heart rate, as well as guided runs led by professional coaches to provide real-time tips and encouragement. NRC also includes personalized training plans for events like 5Ks, 10Ks, and marathons.

Here is the genius behind it; Nike's decision to create an app and launch the Nike Run Club (NRC) was a smart marketing move because it allowed the brand to engage directly with consumers by offering a interactive experience. It also helps the brand collecting valuable data on users' fitness habits and preferences, Nike could tailor its marketing efforts, recommend products, and innovate based on customer insights.

How it works in 2024 People enjoy interactive content because it feels fun and engaging rather than overtly promotional. Brands are using interactive formats to boost engagement and gather valuable data in an entertaining way.

7. AI-Driven Personalization: Crafting Tailored Experiences

What is it? AI-driven personalization uses artificial intelligence to deliver content, recommendations, and experiences based on individual user preferences and behaviors.

So Netflix uses AI to personalize content recommendations by analyzing viewing patterns, user ratings, and preferences. Their algorithms continuously learns from individual user behavior to suggest movies and shows that are likely to be enjoyed.

Here is the genius behind it; this enables the platform to deliver tailored content that keeps users engaged, increasing retention and reducing churn. By analyzing viewing habits, Netflix can promote relevant shows, improve marketing efforts, and create more effective promotional messages.

How it works in 2024 Brands use AI to anticipate user needs, personalizing everything from website content to email campaigns. This deep personalization gives customers a unique experience that feels tailor-made for them, making marketing efforts far more effective.

To wrap up, As marketing continues to evolve in 2024, it’s clear that untraditional strategies are outpacing traditional methods. With consumers increasingly avoiding traditional advertisements through ad blockers or simple disengagement, brands must find new ways to connect with their audiences! The key to success is based in using creative, organic, and authentic methods that connect with today’s well-informed consumer.  What do you think we will see in 2025? What is your pick for untraditional marketing? 😊

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