You can also run experiments with new content types or tone of voice. Grab the opportunity to ask them what they want through polls and Q&As. When it comes to content, follow your audience’s leadĭon’t assume you know what your followers want to see. But if your old, promotion-heavy strategy isn’t working as well as it used to, it’s time to get back to the true strength of social media: building brand awareness, affinity, and long-term relationships with your audience through engaging, entertaining social content.How entertainment helps you win social This isn’t a strategy you can pivot to overnight (obvs). It’s an interactive space where the exchange of value is a two-way street.

After all, social media is not a place where you talk at someone. “Entertainment” simply boils down to providing enjoyment, according to the Oxford English Dictionary-that could be finding inspiration, getting excited, feeling moved, or learning something new.īe your relatable person-self, not your super-serious-brand-self. In 2024, brands that publish entertaining content on social will succeed in winning eyeballs, engagement, and (eventually) market share away from brands that keep on publishing the same old stuff. Source: Hootsuite Social Trends 2024 Survey

In response to the question 'Which metrics does your organization most commonly use to demonstrate the return on investment of its social activities?': 69% engagement, 51% impressions.views, 49% followers, 43% clicks/traffic, 21% leads, 14% sales/revenue, 4% time spent on site/app, 3% sentiment, 3% share of voice, 2% pipeline, 2% survey-based brand awareness. Check out this strategy guide for some cross-posting pro tips. The top rule is to align your content with the norms, best practices, and formats of each platform. We don’t recommend the copy-and-paste method of cross-posting, but there are ways to do it right. Find a channel that’s lagging behind? Even if it generates a positive ROI, it may not be worth the investment if there’s greater potential for growth with your other platforms. Get started with our Social Media Audit Guide.Ĭalculate the ROI of every platform you use and weigh them against each other. This will help you identify your hero platforms-and your duds-so you can make informed decisions about how to approach your social strategy moving forward. Run a social media audit for platform intel How to decode (and declutter) your social platform mix

If they’re really confident (and brave), they might even abandon one or two altogether.īecause mastering a few key platforms is surely better than being so-so at many. They’ll unlock their top-performing channels based on ROI, and focus their attention on those-and only those. In 2024, strategic organizations will push back against unjustified expectations to be on every platform. Sources: Hootsuite Social Trends 2024 Survey and Hootsuite Social Trends 2023 Survey Results show +16% TikTok, +5% LinkedIn, +1% Instagram, +0% YouTube, +0% Snapchat, -1% Facebook, -7% X (Formerly Twitter), -11% Pinterest, -18% Whatsapp Graph regarding change in platform use for businesses from 2022 to 2023. If you have rules and regulations in place, potential nightmares like angry customers and unapproved posts can be avoided. Make sure your team and organization are aligned in how you use AI. It’s up to you to delegate which aspects of the job AI can support, and which aspects need a more delicate hand (and nuanced brain, tbh).Ĭreate AI policies and best practices for social media A deep understanding of your audience can help you gather insights on whether factors such as age, culture, geography, or interests have influence on their perception of AI.ĭecide which tasks to keep on your plate, and which to delegateĪI makes a great assistant-but you still have to run the show. Know your audience and how they feel about AI In 2024, 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.ĭoes it feel right? Does it reinforce the brand? Does it work? Get those right and you can dismiss questions about whether a bot made it with a shrug.How to work smarter with AI To thrive in this new environment, marketers and brands need to move beyond defining “real” and “authentic” based on whether something was created exclusively by a human. Source: Hootsuite Social Media Consumer 2024 SurveyĪI is inevitable on social, and scaling back on its use now would be like reverting from computers to typewriters. While 30% of Baby Boomers and Gen Xers say awareness of AI content will discourage engagement and trust, Millenials and Gen Z are most likely to recognize AI content and still trust it. Bar chart outlining generational preferences around AI generated content.

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