Did you know that 99% of internet users have at least one social media account?

This stat alone shows how powerful a tool it is for brands to market. But, Social media marketing is constantly evolving and brands need to stay on top of the latest trends to succeed. 

So what are the social media marketing trends in 2024? Well, you are going to see a lot of AI, that’s for sure. Below you will find the top 9 social media marketing trends and how you too can capitalize on those trends. Let’s start.

1. Engagement Is More Important than Likes and Shares

Gone are the days when likes and shares were the key metrics for social media. Algorithm changes on platforms like Facebook and Instagram now favor engagement over vanity metrics. So what constitutes meaningful engagement? Comments, clicks, long watch times, saves, and any action that shows users truly connecting with your content.

To boost engagement:

• Ask questions in your posts to prompt discussion.
• Use prompts like “Comment below…” to get users to respond.
• Respond to comments to keep the conversation going.
• Offer value in your content by educating, entertaining, or inspiring your audience. Valuable content earns engagement.

Additionally, reuse engaging content across platforms and turn top-performing posts into ads to maximize reach.

2. AI-Powered Strategies Are Getting Traction

AI is revolutionizing social media marketing by automating tedious tasks. For example, tools like SproutSocial can automate content curation, chat responses, and community management. But AI does have ethical risks around data privacy and algorithmic biases.

When exploring AI tools, opt for transparent companies that align with your brand values. Start with small tests, track the impact on metrics like engagement and sales, and discontinue any tools that underperform or pose ethical risks.

3. Authenticity and Transparency Win Customers’ Trust

In an era of influencer marketing and review cultures, authenticity and transparency are imperative for brands. Avoid coming across as robotic or salesy on social media. Instead, showcase your brand personality by:

• Sharing behind-the-scenes content – photos, videos, and stories that humanize your brand.
• Responding to feedback – listening and publicly replying to customers boosts transparency.
• Admitting mistakes – brands that acknowledge errors come across as honest and earn forgiveness.

Additionally, use employee advocacy to tap into authentic viewpoints from within your company. Encourage staff to share their experiences working at your brand.

4. Short-Form Videos Are Becoming The New Norm

Short-form video has exploded, with TikTok leading the charge. But the appeal of quick, entertaining videos extends beyond TikTok. Reels on Instagram, YouTube Shorts, and LinkedIn’s video feature are all perfect for short-form.

To succeed with short videos:

• Keep it under 60 seconds – shorter is better for short attention spans.
• Leverage trends and challenges – put your spin on trending audios, effects, prompts, and hashtags.
• Post daily – frequent posting is key for TikTok’s algorithm.
• Re-purpose top videos across platforms.

Short-form video provides quick hits of entertainment plus opportunities for brands to demonstrate expertise and creativity.

5. Micro-Influencers Are Offering Targeted Reach

The mega-influencer bubble is bursting. With engagement rates plummeting, brands are shifting focus to micro-influencers in specific niches. A pet food brand may work with pet owners in their target cities. A skincare company might partner with beauty influencers.

Here’s how to make micro-influencers work:

• Get selective – vet influencers for authenticity and production value before partnering.
• Discuss creative direction – make sure sponsored content aligns with your brand style.
• Negotiate multi-post deals – lock-in pricing for a series of posts over several months.
• Track engagement metrics – use unique links and codes to quantify impact.

The hyper-targeted reach of micro-influencers makes them a smart investment compared to celebrity influencers.

6. Loyal Brand Communities Are Becoming More Important

Simply managing social media communities isn’t enough anymore. To stand out, brands must foster genuine connections by:

• Spotlighting loyal customers – reshare user-generated content and recognize super fans.
• Offering VIP access – create Facebook Groups or Discords to provide exclusive behind-the-scenes content.
• Collaborating with power users – work with brand advocates to co-create products and content.

These tactics help transform communities into collaborative, empowered spaces where customers become partners. Monitor conversations happening both on official accounts and on third-party sites to truly listen to your audience. Addressing feedback and concerns publically strengthens community bonds.

7. Live Video Provides Unmatched Engagement

Live video opens up game-changing engagement opportunities for brands. Beyond standard Q&As and AMAs, creative livestream ideas include:

• Product launches – give viewers exclusive first looks at new products through shoppable livestreams.
• Events and workshops – host experiences like classes, concerts, and conventions.
• Behind-the-scenes – give inside access to processes like manufacturing, kitchens, etc.

Promote live streams in advance across channels and optimize video titles and thumbnails for discovery. During streams, spark conversation through live chat, real-time polls, and audience Q&A segments.

8. Social Commerce Streamlines Shopping

With native checkout and shopping features coming to platforms like Instagram, TikTok, and Pinterest, social commerce is exploding. Brands that embrace this trend reap benefits like:

• Frictionless transactions – shoppable posts eliminate steps between discovery and purchase.
• Targeted promotion – ads with shoppable links drive conversions.
• Peer validation – seeing followers purchase signals social proof.

Maximize social commerce with shoppable product tags, exclusive social-only deals, and strategically placed ads. Collaborating with influencers on social shopping campaigns also provides access to their engaged follower bases.

9. ROI and Lifetime Value is The Focus

Vanity metrics only reveal part of the social media marketing story. To optimize efforts, you need to track metrics like:

• Return on ad spend (ROAS) – ensure the profitability of paid campaigns.
• Sales attributed to social – track social’s impact across the funnel with unique promo codes.
• Customer lifetime value (LTV) – gauge the long-term value of acquired customers.

These metrics reveal how social media activity actually impacts the bottom line. Focus efforts on platforms, campaigns, and content driving real business results. Continuously test and refine based on performance data.

Final Thoughts

By embracing these key trends and tactics, brands can maximize their social media ROI and stand out from competitors. As new features and algorithms emerge, stay nimble and keep optimizing based on data. With an authentic brand voice and customer-centric approach, your social media marketing will engage and convert throughout 2024 and beyond.

FAQ

How often should I post on social media?

Posting frequency varies by platform, but consistency is key. For most networks, aim for:

• Facebook & LinkedIn: 1 post per day
• Instagram: 2 posts per day
• Twitter: 3 tweets per day
• TikTok: 2-3 videos per day

Test different schedules and assess performance data to optimize.

What types of content perform best on social media?

It depends on the platform, but in general, creative photos & videos, helpful articles & polls, news & updates, entertainment, etc. perform well across all platforms. Try different approaches and see what resonates most with your audience.

How much should I budget for social media marketing?

There’s no single rule of thumb, as costs vary widely based on factors like industry, competition level, and business goals. Generally, aim for:$100-$500 per month.