Are you looking to plan your social media marketing approach for 2024?
This might help. Today, Hootsuite published their latest social trends report based on insights from people around the world. With 4,200 marketers and 4,500 consumers in attendance, the event highlighted some of the key concerns and opportunities emerging in the sector.
You can download the full 41-page report here , but in this post we’ll look at some key takeaways.
Hootsuite’s 2024 report is divided into three main trend sections.
- artificial intelligence
- Changes in platform usage
- Return on investment.
The AI segment looks at evolving approaches to the use of generative AI and how consumers view such approaches from brands.
As you can see from this chart, AI usage is set to grow significantly in 2024, as expected. This creates new opportunities, but it also leaves consumers with some anxiety about what it means for their perception of what's real and what's fake, and how it will affect their trust in digital marketing.
That’s why transparency is key to maintaining trust with your audience, especially when it comes to portraying realistic scenes in your AI content.
When it comes to platform trends, Hootsuite's data reveals social marketing teams' main concerns and how to maximize performance.
It may coincide with your own experience or give you perspective on wider trends.
The report also shows which platforms marketers trust most in terms of return on investment.
BeReal ranks surprisingly high on this list, while X seems to have taken a big hit.
Threads, on the other hand, is still early in its lifecycle and is not considered relevant at this stage. (Note: this survey was conducted in August, less than a month after Threads was released.)
The final section of the report looks at ROI and how consumers are viewing your brand’s content, with the aim of improving that connection.
Here are some key strategic considerations that may be considered in your 2023 plans.
There's much more information in the full report, which offers a range of insights into what people expect from brands on social media and how marketers can meet them going forward.
You can download Hootsuite's full “Social Trends 2024” report here.
