社交媒体趋势报告-英_市场营销策划_重点报告202301104_ppt.pptx

TRENDS2024

Thegoodolddaysofjumpingonbandwagonsanddesperatelytryingtooutruntrendsonsocialmediaarenumbered.Socialmarketershavecomeofage—andwiththeirhard-wonwisdomcomesarenewedfocusonperformanceandlesspatienceforfolly.Asplatformscontinuerainingnewtools,features,andalgorithmupdatesonusall,socialmarketersarelearningtotakeadeepbreathandignorethenoise.In2024,ROIwilltakecenterstageonsocialassmartorganizationsfinallycloseinontheirtop-performingtactics.Fromsinglingoutheroplatformsandperfectingtheircontentmixtoboostingtheirteam’scapabilitieswithAI,themarketersandbrandswhosetthepacethisyearwilldosowithanewlevelofprecisionandefficiency.There’snotimetowasteoneffortsthatyieldnoresults—nomatterhowsentimentalwemightfeellookingbehindus.(Loveyouforever,bluebird.)Fromhereon,it’sfullspeedahead—andthat’swhywemaybelookingatsocialmedia’smostpivotalyearyet.Let’sgo.AlleyesonROI

ContentsTheAITrendWithgenerativeAIontherise,financialorganizationstoethelinebetweenefficiencyandauthenticityonsocialmedia.Page5TheROITrendInthequestforsocialROI,brandsmustturntoentertainmenttoboostthebottomline.Page29ThePlatformTrendStrappedfortimeandresources,organizationsstopstretchingthemselvesthinanddoubledownontheplatformsthatgetresults.Page18

ResearchMethodsThisreportisbasedonacommercialsurveyof4,281marketersandaconsumersurveyof4,508consumers,conductedinAugust2023.Weconductedprimaryinterviewswithsocialmarketingpractitioners,leaders,observers,andpartners.Andwerananewsanalysisof15,557articlesfrommajorsocialmediareportingorganiza-tions,aswellasacontentanalysisof1millionanonymizedsocialpostsfromaccountsconnectedtoHootsuite.OurprimarydatahasbeensupplementedbysecondaryresearchfromPewResearchCenter,Statista,Deloitte,Fo