Social Media & Paid Advertising: Leap Year 2024

The last Leap Day was on February 29th, 2020, before the world entered lockdown due to the COVID-19 pandemic. This makes comparing 2020 and 2024 Leap Days particularly interesting, offering insights into pre-pandemic and post-pandemic trends.

Since 2020, social media has changed dramatically. Keeping up with its constant transformations can be challenging. To grasp these changes, we talked to our Senior Digital Account Executive, Fatima Cuervo , about the biggest differences between 2020 and 2024. The COVID-19 lockdowns played a major role in this evolution, significantly impacting online interactions.

Q: What's changed in the social media world since 2020?

A: Things are totally different! In 2020, Facebook and YouTube were the big names. But now, scroll through any feed, and you'll see a different story. Short, snappy videos on TikTok and Instagram Reels are taking center stage. Brands must ditch the old playbook and switch gears to this fast-paced, visual world to grab anyone's attention.

Q: How have changes in consumer behavior impacted social media use?

A: Social media in 2020 was all about fun and staying connected. But after the pandemic, things shifted. Now, it's where we shop too! From finding new products to clicking "buy," social media has become a significant player in deciding what to purchase.

Q: How's paid advertising changed?

A: Targeting options have grown exponentially. We can precisely reach specific demographics, interests, and online behavior patterns today. This ensures your message lands in front of the right audience, maximizing impact and return on investment.

Q: Have content trends shifted?

A: Back in 2020, funny and lighthearted posts were all the rage. Today, social media content often dives into important social issues and mirrors changing cultural values. There's a big push for authenticity and transparency: people connect more with real, relatable content than feeds that feel fake and polished.

Q: How has the pandemic impacted Leap Day marketing strategies?

A: Pre-pandemic campaigns focused on offline experiences, travel, and in-person events. Today, they emphasize online engagement, virtual experiences, and celebrating the newfound focus on home and community.

Q: How can brands maintain authenticity in the digital age?

A: Gone are the days of perfectly staged feeds. People crave genuineness. Showcase your brand's true personality and values. Share behind-the-scenes glimpses and encourage user-generated content. Authenticity builds trust and fosters deeper connections.

Q: How can brands jump on the short-video trend?

A: Platforms like TikTok and Reels are changing the advertising game. Just a few years ago, they weren't even a thing! But now, these quick, bite-sized videos (under a minute) are holding people's attention like never before. Brands can use these platforms to reach the right audience with laser focus and even partner with popular creators to spread their message further.

Q: What about the rise of social commerce?

A: In 2020, clicking "Buy Now" within a social media post was rare. Today, social commerce is booming! Platforms offer seamless shopping experiences, driving sales and conversions. "Buy Now" buttons and shoppable posts simplify the buying journey for consumers.

Q: Key takeaways for brands thriving in Leap Year 2024?

A: Understand the significant shifts and remember these three key ingredients: authenticity, strategic paid advertising, and adaptation to new trends. These will help you leap ahead of the competition.?