Social media marketing alters the ad landscape with a focus on sustainability

BIGO Ads’ Shweta Singh explains how harnessing the power of trends can help for a sustainable tomorrow

In the ever-evolving landscape of advertising, the digital era has ushered in a paradigm shift, turning social media platforms into a powerhouse for marketers.

The year 2024 promises to be a pivotal point in the evolution of social media marketing, presenting both challenges and opportunities for brands committed to a sustainable future.

The staggering statistics paint a vivid picture of the dominance of social media in our lives. With over 4.7 billion active social media users globally, surpassing 50 per cent of the world’s population.

Meanwhile, the amount of time people spend on social media has jumped 38 per cent in the past decade, which all point to a message that people are increasingly dependent on social media. Therefore, by leveraging the key trends shaping the digital landscape, businesses can not only build brand loyalty but also contribute to a greener, more equitable world.


Artificial intelligence (AI) is no longer a futuristic novelty; it’s reshaping marketing in real time. From crafting personalised content to analysing customer data, AI tools offer invaluable insights for targeted campaigns.

2024 calls for a shift in perspective, we must view AI as a powerful collaborator. Human ingenuity remains irreplaceable in crafting the soul of a brand, the emotional resonance that connects with audiences. The true magic lies in seamlessly blending the efficiency of AI with the empathy and intuition of human connection.


Data is no longer just numbers; it’s a powerful narrative tool. In 2024, expect to see a rise in data-driven storytelling, where brands weave compelling narratives based on their environmental and social impact.

Showcase the real-world outcomes of your sustainability efforts, not just the goals. Use data visualisation, interactive infographics, and even augmented reality to create immersive by humanising data, brands can inspire action and drive genuine engagement.


Transparency and authenticity reign supreme. Consumers are increasingly sceptical of greenwashing tactics. In 2024, transparency and authenticity will be the cornerstones of successful sustainable marketing. Be open about your challenges and setbacks alongside your successes.

Share your sustainability journey, showcasing how you’re constantly learning and improving. Partner with credible environmental organisations and influencers who align with your values. Authenticity builds trust, fostering long-term relationships with customers who connect with your genuine commitment to sustainability.


The power of community cannot be underestimated. In 2024, social media will become a platform for co-creation, where brands engage audiences in shaping their sustainability initiatives to host interactive campaigns, online forums, and workshops where customers can provide feedback and ideas. By empowering communities, brands can foster a sense of ownership and collective impact, driving social change beyond their own walls.

Other than grasping the social media trend, unsurprisingly, this seismic shift has left an indelible mark on the advertising industry, turning social media into the most crucial channel. So let’s also delve into the key ways in which social media has become the linchpin of survival in the advertising game.


One of the most profound changes brought about by social media is the ability to deliver highly targeted branding and performance advertisements. Platforms leverage user data, including personal information and interests, to meticulously direct ads to potential customers.


Social media has not only altered the way users consume information but also their attitudes towards advertising. Unlike the traditional ad formats that often made people feel intrusive, social media advertising is more welcomed by users. In the realm of sustainability, this welcoming environment becomes an opportunity to foster positive attitudes towards eco-friendly products and practices.


Beyond targeting and changing attitudes, social media has opened up new chances of marketing opportunities for advertisers with a commitment to sustainability. The numerous user data on these platforms allows for in-depth analysis, offering valuable insights into user needs and preferences. This data-driven approach serves as a compass for advertisers, guiding product and service development with unparalleled precision.

Social media marketing has irrevocably altered the advertising landscape with a particular focus on sustainability. As David Ogilvy’s words echo through the corridors of time, the essence remains – advertising is about information, and in this digital age, social media is the key to disseminating that information effectively.

As the social media juggernaut continues to evolve, advertisers with a sustainability mindset must navigate its waters adeptly, leveraging the power of precision, engagement, and opportunity to steer the industry towards a more environmentally friendly and sustainable future.

By Shweta Singh, Regional Director – MENA, BIGO Ads