Dripped Digest #12: Social Trends 2024
Sviatoslav Pinchuk
CMO at ScaleFinal | COO at TradeCrypto - Media and Digest about Crypto and Web3
Oh, what a scorching week. Coffee's a savior. ?
?? I had Kenya as usual. It's profile: pancakes with berry jam from my grandma's garden.
What's not usual is today's topic. Hootsuite tsuite's Social Trends 2024.
Nothing without SMM. Nothing without Hootsuite.
Hootsuite not only sets the trends in social media analytics with its quarterly We Are Social report, but... creates an annual guide to leveraging key trends in marketing, sales and customer service.
3 Trends:
1. The AI Trend.
Generative AI is on the rise, and financial organisations toe the line between efficiency and authenticity on social media.
2. The Platform Trend.
Strapped for time and resources, organizations stop stretching themselves and double down on the platforms that deliver results. ??
3. The ROI Trend.
? In the quest for social ROI, brands must turn to entertainment to boost the bottom line.
Today's all about the AI trend.
?? at the end: a step-by-step guide to creating an AI policy.
Enjoy.
The AI Trend
GenAI entered the stage in 2022 and sparked a lot of emotions. Typically reserved for fellow humans. ??
Not unfounded. From 2022 to 2023, interest in topics of learning about AI increased by 550%, according to Hootsuite's analysis.
?? , but who wouldn’t use AI to at least reduce workload?
That won’t be the only reason. Companies plan to double (in some cases even triple and quadruple) the use of AI in various areas - from text revision to image editing to customer support.
Despite being so popular and well-received by us, it casts a shadow.??
Shadow called Customer Mistrust.
Nobody is a stranger to fake news anymore.
And the idea of a machine stringing words or putting images to spread online makes some people uncomfortable. Especially when trying to gauge what’s real and what’s not on social.
Just look at Fake Tank Man at the top of Google Search:
The public doesn't necessarily embrace AI as much as we, social marketers, do.
?? Take Gen Z, for example. They can tell what’s real and what’s created by AI. And they are more likely to engage with and trust AI content.
? With Baby Boomers, the opposite is true: they are aware of AI and are less inclined to trust and engage with AI content.
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Tip: If you have a younger community on social, you should double down on AI. However, if your audience is older, you should be cautious for now. ?
Even if they are older, no one is asking you to hold back out of mistrust. It makes our lives easier, and holding back is not an option.
You just need to have a strategy.
Words on Authenticity
In 2024, the most successful brands will redefine the term “authenticity.”
Ask yourself these questions:
Final Recommendations
1. Know your audience and how they feel about AI
?? Don’t settle for basic demographics.
Questions to ask: Who are they? What do they like? What do they think about what they see on social media?
?Data you can learn about your audience includes:
2. Decide which tasks to keep on your plate to build relationships
AI is a great assistant. But you still need to be in charge. It’s up to you to decide which aspects of the job AI can support and which need a delicate hand.?
Read our new Pros and Cons of AI in copywriting post:
Use this cheat sheet:
3. Create AI guidelines for social media
Establishing rules for using AI in your company can prevent misunderstandings, misuse, intransigence or failure. You name it.???
?? By ensuring your team is aligned, you can use AI safely and effectively.
Step-by-step guide to creating an AI policy:
Step 1: Loop in the wider organization
Step 2: Define AI’s scope in your work
Step 3: Create an AI style guide for social
Senior Graphic Designer
1 年Your step-by-step guide is truly insightful. Thanks!