We’re officially in Q4, which means it’s time for my signature Q3 trend report! Every quarter, I dive into what’s been trending over the past few months, break it down, and offer insights you can take, make your own. Take what resonates and leave the rest! 

Here’s the link to the Q2 or Q1 reports if you haven’t heard the scoop and want to see where we’re coming from, feel free to go catch up and then come back here. Now, let’s get into what’s been happening in Q3 of 2024.And while we’re at it, what trends are you seeing in the online business space? I want to hear all about what you’re noticing so leave a comment on Spotify or hop over to our Instagram to put in your two cents.

Everyone’s Short Form Content Is Starting to Look The Same

First, let’s talk about short-form video. I’ve got some mixed feelings on this one. We’ve seen short-form content blowing up, but something shifted this summer. Everyone flocked to studios as if they were artists recording an album, batch-producing a ton of video clips to post on Instagram. 

Don’t get me wrong – I get it. Chase the algorithm, put your content out there, and do what you’ve gotta do. But here’s my issue: all these videos are starting to look the same. People aren’t being creative enough with it. It’s turning into another template, another bandwagon moment.

And because so many videos have that same polished but generic look, people aren’t engaging with them the way they used to. So, here’s where I think people are missing the mark – especially if you’re set on continuing with this short-form video trend for your brand or Instagram.

How to Create Effective Evergreen Clips

What I started doing for clients earlier this year was incorporating video clips into our photo shoots. If a client was into video, we’d record some evergreen clips while they were already all dressed up and in their element. 

The key to differentiating these clips from the rest? They would highlight their brand’s values, philosophy, or upcoming launches. It wasn’t just generic studio content – it was personal, polished, and aligned with their branding. 

This approach feels fresh because the setting is already tied to their brand, and we could create something dynamic while staying true to their identity.

Now, a lot of people think if their content is too high-quality, it won’t perform well. But I actually think the opposite! High-quality content, when done right, makes people pause and pay attention. The problem comes when it’s high-quality but lacking creativity or personality.  

When it’s just someone standing in a studio, talking with no movement, no wonder they’re seeing low engagement. Plus, many are using the same AI editing apps and formats, which just makes it all blend together.

Here’s the solution:

#1: Inject your personality into the content.

Treat it like a FaceTime call instead of a staged presentation.

#2: Use visual hooks

Things like switching angles or adding cuts within the first couple of seconds to keep things dynamic.

A great example is a client of mine, Steph, whose quirky branding came through beautifully in her video content. We leaned into her brand’s playful tone, creating an infomercial-style video that felt true to her and performed incredibly well. It increased enrollment for her mastermind, which proves that infusing personality and thinking outside the box really works.

The Rise of Collaborations and Partnerships

Now, moving on to the second trend: collaborations and partnerships. As we head into Q4, especially with Black Friday on the horizon, I’m noticing a rise in creative partnerships. People are teaming up for summits, podcasts, and other offerings, and the criteria for collaboration have evolved. It’s not just about follower count or email lists anymore – people are looking for value alignment and brand synergy.

I’ve seen audio summits becoming more popular, and there’s a growing trend in collaborations that are low-lift and easy to execute. One great example from this year is when we partnered with a sales coach program to provide templates for her students. It was a win-win situation for both of us and a great way to get creative with partnerships.

More People Are Emphasizing Ethical Marketing

I also want to touch on ethical marketing, which has been a hot topic this summer. More than ever, consumers are doing their research and asking tough questions. They want to know if what you’re promising will work for them. 

With new regulations around what coaches can promise, there’s been a lot of legal advice going around, and people are inviting lawyers into their masterminds or going live with them on social media to navigate these changes.

There’s a shift towards creating results-based offers – offers that focus on helping clients improve their results and market them effectively. This trend ties into the growing importance of ethical marketing and building trust with your audience. 

People are no longer just taking your word for it. They’re digging deeper, researching you and your brand before making any decisions. So, it’s crucial to ensure that your online presence, from your website to your social media, reflects what you stand for and what you’re offering.

It’s Time to Revamp Your Sales Page

Are your sales pages optimized for cold leads? Are they designed to address objections right off the bat? The truth is, there are still people out there who, even after landing on your page, are doing their own research. They might be DMing your clients or scouring your site, trying to figure out if you’re the real deal. 

It’s more important than ever to be upfront and honest on those pages—about what you offer and, just as importantly, what you don’t. Now, more than ever, having sections that address FAQs and objections is crucial. But it’s also about being transparent. 

What’s your approach? If your style is no-nonsense, your sales page should reflect that. And when it comes to testimonials—don’t just rely on text. Are you including videos? Podcast episodes? Screenshots? The more ways you can back up your claims, the better.

One thing I’ve been considering (but haven’t implemented yet) is adding chat support to my site. Imagine how helpful it would be during a launch to have a team answering questions live! Even if it’s automated, having that immediate interaction could really help bridge the gap for people who are on the fence.

If you’re still selling services through a Google doc and charging five figures, it’s time to pause and go check out The Rebrand Experience. Honestly, I’ve seen people try to pass off not having a website as some kind of flex. It’s not. 

There’s no excuse at this point. If you’ve hit six or multiple six figures, you need a website, period. I don’t care how well things have gone in the past, but you can’t expect to keep thriving if your brand doesn’t evolve. It’s not just about having a website—it’s about making sure that your site and your branding communicate clearly what you offer, who you are, and who you’re not for.

If you find that your clients aren’t happy, it’s often because there was a miscommunication somewhere. They thought they were going to get one thing, and you delivered something else. So, where did the gap happen? Being clear about your brand and your boundaries will not only help you attract the right clients, but it will also help you avoid messy situations later.

I’m grateful that I haven’t had major client horror stories at my agency, and I think that’s because our brand communicates exactly what we will and won’t do. We avoid surprises. That clarity is key to building strong, long-lasting relationships with clients.

The Return of Nostalgic Branding and Dark Mode

Let’s talk about the return of nostalgic branding. Y2K vibes, old ad campaigns, retro typography—all of it has made a comeback, and I’m here for it. People are incorporating these nostalgic elements into their brands in creative ways, and I think it adds a fresh layer of relatability.

Another trend? Dark mode. I’m seeing more and more websites shift to darker aesthetics. And no, dark mode doesn’t mean grunge or emo—there are so many ways to make it luxe and polished. It’s all about how you use it. I recently worked with a client who wanted dark purple as the main color for her brand, and it came out stunning.

One thing I’ve noticed is that people don’t always think about how their branding elements—like their photos—play into their overall site design. We had a client who decided to handle her own photoshoot separately from the rebrand, and when she tried to put it all together, it didn’t work. She ended up coming back to us to align everything, and the result was much more cohesive.

So, a pro tip—when you’re doing a photoshoot for your brand, think about how those images will integrate with your website. If your branding doesn’t align with your visuals, everything can end up looking disjointed, and even expensive shoots can look cheap if they’re not well thought out.

A Shift Towards More Lived-In Content

Lastly, I’ve been seeing a shift toward more lived-in, personalized content. People are craving authenticity. If you’re traveling, spending time with family, or doing something meaningful, share that in a way that ties back to your brand. Especially with the holidays fast approaching, this is the perfect time to get more personal. It humanizes your business and builds stronger connections with your audience.

For anyone listening who’s thinking, “I need to step up my game,” I encourage you to check out The Rebrand Experience. Whether you’re considering a rebrand, or you’re ready to dive into something bigger, we’re taking clients for the new year and beyond. 

There you have it – the top trends from Q3 2024. As we move forward, remember to stay creative, stay authentic, and keep thinking outside the box. I can’t wait to see how these trends evolve in Q4 and beyond!