Now that the end of the year is approaching and 2024 is getting closer, it’s time to look back to see which trends were popular in recent months, and it’s also the moment to anticipate what the coming year will bring.
Hootsuite identifies five key trends for 2022
This is what Hootsuite has tried to do, once again presenting its Social Media Trends Report at this time of year, which offers information and guidance to help businesses grow and thrive on social media in the coming year.
By knowing what the trends for 2024 will be, it will be possible to anticipate the needs of clients and potential clients on social media. To find out what the keys will be for next year, Hootsuite interviewed more than 10,600 marketing professionals, who identified these five main trends in the eighth edition of its Social Trends Report:
Conclusions from the 2024 Social Trends Report
These are the main keys identified this year by Hootsuite in its Social Trends Report:
-Artificial Intelligence will force brands to redefine their authenticity: It’s no longer about who or what creates the content, but now, after the arrival of generative Artificial Intelligence, brands must offer a complete experience to social media users, who demand authenticity.
Companies are torn between the efficiency provided by AI and how users receive automatically generated content. 61% of companies state that AI-generated content helps them save time on their tasks.
On the other hand, 62% of users admit they are less willing to interact with content generated by Artificial Intelligence. Finding the balance will be key for 2024. For this, it will be essential to know your target audience well.
-Brands commit to star platforms: Wanting to be on every social network is no longer relevant today. In 2024, according to Hootsuite, brands will focus their efforts on those social networks that provide the greatest return on investment.
58% of marketing executives say that social networks launch so many new features that it is difficult for them to keep up and understand how to take advantage of all the platforms.
According to Hootsuite’s analysis, LinkedIn is the social network they trust most for return on investment (70%), followed by Instagram (68%) and WhatsApp (66%). However, 91% of companies have a presence on Facebook, 86% on Instagram, and 81% on LinkedIn.
-Entertainment, key for ROI on social media: Although they are still used as customer service channels with the adoption of chatbots, the main goal for brands on social media is no longer to answer questions and resolve delicate situations, but to entertain.
This is why the fundamental metric to determine return on investment in social media is engagement (used by 69% of those surveyed). Likewise, the main reason users abandon a company’s corporate profiles on social media is excessive self-promotion on the company’s channels.
What users are really looking for is entertainment, not so much corporate and often promotional information. Despite this, more than half of marketing managers say their company posts corporate information on social media several times a week.
Along with these three main trends, attention should also be paid to others such as the evolution of influencer marketing, which already last year saw a slowdown in the rate of investment by marketing managers.
