Social media trends for your 2024 marketing strategy

Hootsuite has published its Social Media Trends 2024 report, which means now is the perfect time to review and update our social media marketing approaches for the new year.

The 41-page report is based on insights from over 4200 marketers and 4500 consumers, highlighting some of the key concerns and opportunities on the rise for 2024.?

We're here to save you the time of going through the lengthy report, so we've compiled the top points you need to be aware of for your own social media strategies.

AI forces brands to redefine authenticity

The mainstream use of AI has quickly become part of our daily routines in the workplace, with 61% of organisations saying the #1 reason they use AI for social media is to reduce staff workload.?

Hootsuite's report indicates that organisations plan to double their use of AI across various activities, even tripling or quadrupling in some cases. It's predicted that in 2024, we will see AI increasingly used for revising text, editing images and providing customer service.

The bad news? 62% of consumers say they are less likely to engage with and trust content if they know an AI application created it. However, the good news is that different age groups have different attitudes towards AI. Instead of avoiding the use of AI, it is better to tailor your AI strategy to your target audience.

In the words of Hootsuite, 'the most successful brands will redefine "authenticity". It's not about who (or what) creates your content anymore; it's about the brand experience your content creates for the customer.'

Strategic brands commit to their champion platforms

Did you know that the average social media user logs into about seven platforms each month? SEVEN.?

Maintaining - let alone doing it well - a presence on multiple social media channels has shown to be a huge challenge for brands, with it emerging as the top ROI concern for social media.

At JP Media, we live by the saying, "Do a few social media platforms well rather than do them all poorly", and it appears that we aren't the only ones sticking to this mantra now. Hootsuite's report indicates that organisations are leaning away from stretching themselves too thin, focusing on the platforms that they feel confident deliver a positive return on investment. Surprisingly (or unsurprisingly for some), the top three platforms most feel confident in are LinkedIn, Instagram, and WhatsApp.

Entertainment fuels the social ROI engine

If this report can't convince you, nothing will. Audiences want to be entertained.

People are tired of being sold to and watching brands promote how great they think they are, with 34% of Hootsuite's survey respondents saying it's a major turn-off in how they perceive brands on social media.

Interestingly, 48% of marketers have reported publishing product or brand updates or news multiple times a week - but then also report high levels of concern around ROI. Coincidence? We think not.

The stats make it clear that 'brands that publish entertaining content on social media will succeed in winning eyeballs, engagement, and (eventually) market share away from brands that keep on publishing the same old stuff.'

There is A LOT to take away from Hootsuite's Social Media Trends 2024 report, but it is well worth the read. Our biggest recommendations to brands and marketers are to:?

• Develop a better understanding of when AI is and isn't appropriate.
• Focus on doing a few social media platforms well and cut the FOMO; and lastly,?
• Listen to your audience and find a way to entertain them!

Get your hands on the full Social Media Trends 2024 report by Hootsuite here.