As digital transformation continues to influence Maltese businesses, social media remains one of the most powerful marketing channels.

In 2024, new trends are shaping how businesses engage with their audience, foster brand loyalty, and stay relevant in Malta’s competitive market.

Understanding and leveraging these trends can help businesses tap into the Maltese digital audience more effectively.

Here are the key social media trends to watch in 2024.

1. The Rise of Short-Form Video Content

Short-form video content is dominating social media globally, and Malta is no exception.

Platforms like Instagram Reels, TikTok, and YouTube Shorts are leading the way, as users increasingly prefer bite-sized, engaging video content.

• Instagram Reels and TikTok: Maltese consumers are highly active on these platforms, making them prime locations for brands to share quick, creative content. Brands that invest in visually appealing, fun, and informative videos can capture attention and spark conversations.
• Behind-the-Scenes Content: Short-form videos showcasing behind-the-scenes content, such as how products are made or highlighting team members, create authenticity. Maltese users appreciate transparency, and this kind of content helps build trust with local audiences.

2. Influencer Marketing Gaining Local Momentum

Influencer marketing has evolved in Malta, with a strong shift toward working with local micro-influencers in 2024.

These influencers, with smaller but loyal audiences, can provide brands with authentic engagement and a higher return on investment.

• Micro-Influencers: Maltese micro-influencers (those with 5,000-20,000 followers) continue to be highly effective. They foster deeper relationships with their audiences, and their recommendations often hold more weight than larger influencers.
• Authenticity is Key: In 2024, consumers in Malta are more discerning about influencer partnerships. Influencers who align with a brand’s values and can deliver genuine, relatable content are critical for successful collaborations.

3. Increased Social Commerce

Social commerce—the integration of shopping directly within social media platforms—is growing rapidly in Malta.

Consumers are increasingly using social platforms not just to discover products but also to make purchases without leaving the app.

• Instagram Shops and Facebook Marketplace: These tools enable businesses to showcase their products seamlessly. In 2024, brands in Malta will continue to adopt these platforms to provide a frictionless shopping experience for consumers.
• Shoppable Posts and Stories: Enabling users to buy products directly from posts or stories on Instagram and Facebook streamlines the purchasing process and shortens the buyer’s journey.

4. Localized Content and Personalization

Localized content that speaks directly to Maltese consumers is becoming increasingly important.

Personalization and the use of Maltese culture, language, and trends can significantly enhance engagement.

• Bilingual Content (English and Maltese): While English remains dominant, using the Maltese language in marketing campaigns resonates more with local audiences and helps create a sense of community.
• Geo-targeting for Local Campaigns: Brands in Malta can use geo-targeted ads to deliver content relevant to a particular region or city, ensuring they reach the right audience with the right message.

5. Growth of Ephemeral Content

Ephemeral content—temporary content that disappears after a short time—remains highly popular in Malta, as it fosters a sense of urgency and exclusivity.

Instagram Stories, Facebook Stories, and WhatsApp Status are at the forefront of this trend.

• Instagram and Facebook Stories: Brands that use stories for flash sales, limited-time offers, and event announcements can attract immediate attention. This form of content allows for quick engagement and keeps users coming back for more.
• Interactive Features: Polls, Q&A sessions, and countdown stickers in Stories encourage active participation, making users feel more connected to the brand.

6. Community Engagement Through Private Social Networks

There is a growing trend in Malta toward creating and nurturing online communities through private groups on platforms like Facebook and WhatsApp.

These closed communities allow for more intimate interactions and build loyalty among followers.

• Facebook Groups: Businesses in Malta are increasingly using Facebook Groups to foster discussion, share exclusive content, and provide customer support. This gives brands a chance to interact more personally with their audience.
• WhatsApp Groups: WhatsApp is widely used in Malta, and businesses are leveraging it to create small, dedicated groups where they can share exclusive deals, updates, and support.

7. Sustainability and Social Responsibility

Consumers in Malta, particularly younger demographics, are increasingly aligning with brands that champion sustainability and social responsibility.

This is reflected in their social media activity, with a growing demand for businesses to demonstrate their ethical practices online.

• Eco-Conscious Campaigns: In 2024, successful brands are those that highlight their sustainability efforts, whether through eco-friendly products, charitable collaborations, or corporate responsibility initiatives.
• Transparency: Businesses must be transparent about their efforts, using social media to share behind-the-scenes actions and results that demonstrate their commitment to sustainability.

8. Interactive Content and User Participation

Interactive content, such as quizzes, polls, challenges, and live Q&A sessions, is gaining traction in Malta.

This type of content promotes active engagement and gives brands valuable insights into their audience’s preferences.

• Social Media Challenges: Maltese users are eager to participate in fun and engaging challenges, especially on platforms like TikTok and Instagram. Brands can create custom challenges to promote products or services while encouraging user-generated content.
• Quizzes and Polls: Running quizzes or polls related to your brand is a great way to engage audiences and get instant feedback. This helps businesses refine their offerings based on customer interests and responses.

9. Artificial Intelligence (AI) and Chatbots

AI and automation are enhancing the way businesses interact with customers on social media in 2024.

AI-driven chatbots are becoming increasingly common, providing instant customer service, recommendations, and support.

• Chatbots for Customer Support: Many Maltese businesses are using AI chatbots to handle FAQs, product inquiries, and order tracking on platforms like Facebook Messenger and WhatsApp. This provides immediate responses and enhances customer satisfaction.
• AI-Powered Personalization: AI tools are helping businesses analyze user behavior and preferences, enabling them to deliver personalized content and offers that resonate with individual customers.

10. Paid Social Advertising

Paid social media advertising continues to be a driving force behind successful campaigns in Malta.

The increasing competition for organic reach means businesses need to invest in paid strategies to maintain visibility.

• Targeted Ads on Facebook and Instagram: Highly targeted advertising based on demographics, interests, and behaviors allows Maltese businesses to reach the right audience efficiently.
• Retargeting Ads: Retargeting strategies are becoming essential to capture potential customers who have shown interest in a brand but have not yet converted. In Malta, retargeting can significantly improve ROI by focusing on high-intent users.

Conclusion

In 2024, social media marketing in Malta is evolving toward more engaging, localized, and community-focused strategies.

Brands that can adapt to these trends, by embracing short-form videos, leveraging local influencers, and creating interactive content, will have the upper hand in capturing and maintaining consumer attention.

Moreover, the integration of AI, sustainability, and social commerce will further shape the way businesses connect with their audiences.

As social media continues to dominate the digital space, staying ahead of these trends is crucial for long-term success in the Maltese market.

Web Ally can provide you with social media advertising services. Contact us now for more details.