We recently delved into the insights provided by Hootsuite’s new digital report, and we’re excited to share the distilled highlights with you. As we navigate the ever-evolving landscape of social media, it’s clear that 2024 is all about embracing AI, strategically choosing social platforms, and recognizing the pivotal role entertainment plays in driving social ROI.

1. The AI Trend: Redefining Authenticity

The surge of Generative AI into the mainstream has reshaped how brands approach authenticity. Our analysis reveals a 550% increase in interest in AI from 2022 to 2023. Brands are planning to double, triple, or even quadruple their use of AI across various activities in 2024. However, it’s crucial to note that while AI is a powerful tool, our survey indicates that 62% of consumers are less likely to engage with and trust content created by AI applications.

Different generations exhibit varying levels of trust in AI-generated content. Gen Z tends to be more receptive, while baby boomers are more skeptical. In the AI-dominated social landscape of 2024, the key is to redefine authenticity based on the brand experience your content creates for the customer.

How to Work Smarter with AI:
– Understand your audience’s perception of AI.
– Delegate tasks judiciously, keeping a human touch where necessary.
– Establish AI policies and best practices for social media.

2. The Platform Trend: Quality Over Quantity

Maintaining a presence on every social platform is no longer a winning strategy. In 2024, strategic organizations are prioritizing ROI and focusing on their top-performing channels. Instead of spreading resources thinly across numerous platforms, brands are making data-driven decisions to maximize impact.

Our survey indicates that the average social media user logs into seven platforms each month, making it essential for brands to decode their social platform mix. Conducting a social media audit, putting platforms in an ROI showdown, and mastering proper cross-posting are key strategies to streamline and declutter your social presence.

How to Decode (and Declutter) Your Social Platform Mix:
– Run a social media audit for platform intel.
– Put your platforms in an ROI showdown.
– Master the art of proper cross-posting.

3. The ROI Trend: Entertainment as the Key

Entertainment emerges as the driving force behind social ROI in 2024. Contrary to brands’ heavy focus on self-promotion, consumers are seeking content that entertains and helps them unwind. Brands that align their content with consumer preferences and deliver engaging, entertaining material will capture attention, drive engagement, and ultimately secure market share.

To leverage entertainment for social success, follow your audience’s lead, adopt a long-term social strategy, and make social relationships the foundation of your ROI.

How Entertainment Helps You Win Social:
– Follow your audience’s lead in content creation.
– Embrace social as a long-term strategy.
– Make social relationships the foundation of your ROI.

The social media landscape of 2024 demands a thoughtful integration of AI, a strategic approach to platforms, and a shift toward entertaining content. By embracing these trends, brands can build authentic connections, maximize ROI, and thrive in the dynamic world of social media.