Should you spend your time growing your TikTok following? Are your potential customers using Snap? And does Twitter/X still exist?
The social media landscape is constantly changing. Therefore, it may seem impossible to build a business strategy on these platforms.
We asked social media experts to analyze what works for businesses looking to get views on their social media pages. Here's what they had to say about the trends for 20024.
Emphasis on reliability
Brands that break through the noise of the internet have focused on interesting ways to attract specific audiences and potential customers.
“In my report, there were a few brands that really built communities or provided enough entertainment to keep users engaged,” said Kimeko McCoy, senior marketing reporter at Digiday. . She cited language learning app Duolingo as a great example of brands building authentic messaging on her TikTok account.
“Gone are the days of spending time in a shopper’s peripheral vision,” McCoy added.
Rachel Johnston is the founder and CEO of Sunset Social, a social media marketing agency that works with many Atlanta startups. Her suggestion for startups: Share your founder's story.
“Founders need to share about their journey. Especially for early-stage startups, much of the identity is built into the founders first. So in addition to promoting the business, promote yourself as well.” It’s important that we do that,” Johnston told Hypepotamus.
Know where your employees are
It could be fun to shoot a video based on the microtrends of the day. But is it necessary for your business?
The experts we spoke to said startups and brands need to really understand where their target users live online, whether it's on Snap, Facebook, TikTok or LinkedIn.
“While cove.tool maintains a strong presence on most social media platforms, we have found that LinkedIn better connects us with our target audience of architecture, engineering, and construction professionals. But we enjoy leveraging Instagram Stories for extra nifty promotions,” said Krystl, senior vice president of marketing and strategic communications at Atlanta-based cove.tool. Black told Hypepotamus.
Cove.tool has also found video to be particularly useful in communicating ClimateTech's vision to a wider audience online. Black said CEO and co-founder Sandeep Ahuja has been creating videos showcasing the startup's products and talking about success stories.
“Additionally, to make it easier to promote webinars and other long video content, we split our videos into shorter videos to help promote our content. We also include same-day videos to drive live attendance. We are implementing it,” she added.
McCoy said brands should focus on being “culture makers” on the platforms that resonate most with their audiences.
“According to my report, TikTok has become the cultural town square for Gen Z, while Instagram continues to capture the attention of Millennials. Even X, formerly Twitter, continues to play a role. “I'm in charge,” she added. “But it's important to note that more conversations are happening in public, in group chats, on Discord servers, and in livestream comments. Companies and brands are everywhere at the same time, and culturally It looks like you need to take advantage of the moment when it's happening. Reading trade pub news can also be helpful.”
Become an AI expert
If you think social media marketing is all about creative production, think again. Marketing roles are increasingly about analytics and artificial intelligence.
“2023 saw a significant increase in AI startups. According to statistics, 25% of all investments in 2023 went to AI-related companies. Even when I attended a technology event in Atlanta, startups Marketing/social media teams should also prioritize how they can leverage AI: video creation, photo editing, copywriting, and more. No matter what, using AI can improve efficiency and keep up with the latest technology solutions across the board,” Johnston told Hypepotamus.
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Photo by Georgia de Lotz on Unsplash
