Curious about what’s changing in social media marketing for 2024? Do you wonder which platforms are leading the pack or what new trends are shaping the industry? Let’s explore the latest insights from a survey of 1,460 marketing professionals worldwide conducted by Hubspot to see what’s hot in social media this year.

Top Social Media Trends

Social Media E-commerce Growth

The integration of e-commerce into social media platforms is becoming increasingly prevalent. Platforms like TikTok Shop and Instagram Shopping are at the forefront of this trend. According to the survey, a quarter of marketers are selling products directly through social apps, and half plan to increase their investment in social selling in 2024. This approach is proving effective, with over 80% of marketers planning to maintain or increase their investment in social media shopping tools next year. Additionally, businesses exploring new ways to enhance online privacy and security, such as VPN free trial, are seeing increased interest as consumers become more aware of online safety.

Customer Service in DMs

Consumers are increasingly using direct messages (DMs) to contact brands for customer service. The survey found that around 76% of social media marketers offer customer service through DMs, with this number expected to rise. To manage this growing demand, many businesses are turning to AI tools like chatbots. In fact, 88% of marketers plan to boost their investment in AI for customer service purposes.

AI-Generated Social Media Posts

AI is playing a significant role in content creation. Over half of the surveyed marketers find generative AI helpful for creating social media posts, and many use it regularly. AI tools are enabling faster and more effective content generation, making them essential for modern marketers.

Micro-Influencers Over Celebrities

Brands are shifting their focus from celebrity endorsements to micro-influencers (10,000 to 99,999 followers). These influencers offer high engagement and are more cost-effective. Nearly half of marketers reported the most success with micro-influencers, making them the preferred choice over larger influencers.

Content is Still King

Content marketing continues to be a vital strategy. Approximately 29% of marketers are leveraging content marketing, with 90% planning to maintain or increase their investment. The main challenges identified include creating engaging content and generating fresh ideas. Many marketers are turning to AI to help overcome these hurdles.

Top Social Media Platforms

Instagram

Instagram remains a favorite among marketers for its return on investment (ROI) and audience growth potential. It is especially strong in social media shopping, making it a key platform for marketers.

Facebook

Facebook continues to be popular and effective, with significant investments planned for 2024. It is particularly valued for its targeting tools and ROI.

TikTok

TikTok is rapidly gaining popularity, especially among Gen Z users. Its ROI is growing, and it is becoming a top platform for discovering new products.

YouTube

YouTube is crucial for long-form content and series. The platform is expected to see significant investment increases, reflecting its importance in the social media landscape.

Content Types and Posting Times

Short-Form Videos

Short-form videos are the top content type for engagement and ROI. About 67% of marketers plan to invest more in this format. These videos are quick, engaging, and ideal for platforms like TikTok and Instagram.

Best Times to Post

The survey also identified the best times to post on various platforms to maximize engagement:

• Facebook: 9 AM to 12 PM
• Instagram: 12 PM to 6 PM
• TikTok: 3 PM to 9 PM
• YouTube: 3 PM to 6 PM

Social Media Challenges

Creating Engaging Content

One of the biggest challenges identified is creating engaging content. Social media trends and user preferences change rapidly, making it difficult to keep content fresh and interesting.

Gaining and Retaining Followers

With an overwhelming amount of content available, standing out and retaining followers is challenging. Brands need to create unique and valuable content to capture and maintain their audience’s attention.

Turning Engagements into Leads

Converting social media interactions into leads and sales remains a significant challenge. Marketers need to develop content that drives conversions beyond likes and comments.

Social Media Predictions for 2024

Based on the survey findings, several key predictions for 2024 include:

• Increased Social Media Shopping: Consumers will increasingly purchase directly from social platforms.
• Growth in DM Customer Service: More brands will handle customer inquiries through DMs.
• Dominance of Short-Form Videos: While short-form videos will continue to be popular, expect a rise in slightly longer content due to new platform incentives.
• Increased Use of AI and Data: AI will play a larger role in content creation and data-driven strategies.

From the growth of social media e-commerce to the increasing use of AI in content creation, 2024 promises to bring exciting developments. Marketers who stay ahead of these trends and adapt their strategies accordingly will be well-positioned for success.

References

HubSpot. (2024). "The 2024 State of Social Media Trends." Retrieved from HubSpot Blog.

Statista. (2023). "Social Media User Statistics and Trends." Retrieved from Statista.