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Social Media Marketing in 2024

Welcome to the year 2024! Social media has come a long way since its early days, and the strategies and tactics for effective social media marketing have evolved alongside it. With over 4 billion social media users worldwide, social media is more important than ever for businesses looking to engage their audience, build their brand, and drive results.

In this comprehensive guide, we’ll cover everything you need to know to crush your social media marketing in 2024, including:

  • The latest social media trends and statistics
  • How to select the right platforms for your business
  • Crafting an audience-focused social media strategy
  • Creating engaging and shareable content
  • Leveraging social media ads and influencer marketing
  • Measuring your results with social media analytics
  • The keys to providing excellent social customer care
  • Maximizing emerging social media opportunities
  • Helpful tips, tools, and resources for social media marketers

Whether you’re new to social media marketing or looking to take your existing strategy up a notch, this guide will give you the insights, examples, and actionable takeaways you need to succeed. Let’s get started!

Before we dive into tactics, let’s look at the current social media landscape and some noteworthy trends expected in Social Media Marketing in 2024

Key Social Media User Statistics

  • There are over 4 billion social media users worldwide in early 2024. This represents over half of the total global population.
  • Gen Z spends an average of 3+ hours per day on social media. They are the most highly engaged age demographic.
  • 98% of Gen Z has a presence on at least one social media platform.
  • Roughly 80% of the global social media audience accesses platforms via mobile devices.
  • The average social media user has accounts on 8 different platforms. However, most only use 2-4 actively.

Top Social Media Platforms

The top social media platforms at the start of 2024 based on number of active users are:

  1. Facebook – 2.96 billion
  2. Instagram – 2 billion
  3. TikTok – 1 billion
  4. YouTube – 2.6 billion
  5. Twitter – 330 million
  6. Pinterest – 478 million
  7. LinkedIn – 830 million
  8. Snapchat – 300 million

As you can see, Meta still dominates with Facebook and Instagram, but TikTok has experienced massive growth.

Here are some of the most important social media developments expected to shape marketing strategies in 2024:

  • Live streaming and video will continue to explode, especially short-form vertical video for TikTok and Stories.
  • Use of influencer marketing will increase across both B2C and B2B as followers increasingly look to “experts” they trust when making buying decisions.
  • More brands will invest in conversational marketing, bots, and messaging to enable personalized and direct customer engagements.
  • Social commerce will gain more sophistication as platforms enhance their shoppable features and introduce new capabilities like live shopping.
  • Adoption of artificial intelligence will accelerate, powering everything from predictive analytics to automated ad optimization.
  • AR and VR integrations will create more interactive and immersive social media experiences.
  • Social listening and community management will become higher priorities as brands realize the importance of monitoring and engaging with their audience.

How to Select the Right Social Media Platforms

With so many social media platforms now available, how do you determine where to focus your efforts? The key is to match your platform selection to your audience, industry, and business goals.

Follow this process to select the best social media platforms for your brand:

Identify Your Target Audience

Gather demographic and psychographic data on who your ideal customers are via market research, analytics, surveys, and customer profiles. Key information to collect includes location, age, gender, interests, values, pain points, and shopping preferences.

Analyze Where Your Audience Spends Time

Use audience insights to determine which platforms your audience uses regularly. Pay attention to platform popularity by factors like age, gender, and other attributes of your audience.

Consider Industry Norms

Look at what platforms competitors and other brands in your industry have adopted. For B2B, LinkedIn and Twitter are commonly used, while B2C brands often focus on Facebook, Instagram, and TikTok.

Align with Business Goals

Match potential platforms to your social media marketing goals, whether that is brand awareness, lead generation, etc. Choose platforms that are well-suited for your objectives.

Start with 1-3 Core Platforms

Resist the urge to be everywhere at first. Select just 1-3 platforms that provide the best opportunity to reach your audience and support your goals. Expand cautiously later once you find success.

Regularly Review and Adjust

Check your audience analytics and competitive audits regularly to determine if new or emerging platforms are gaining traction with your audience. Adjust your platform mix accordingly.

By following this data-driven process for platform selection, you’ll ensure you’re spending time marketing on the right social networks for your business.

Crafting an Audience-Focused Social Media Marketing Strategy

Your social media strategy provides the blueprint for who you want to reach, how you’ll reach them, and what you want to achieve. An audience-focused strategy that defines your target customer is essential for success. Here’s how to build one:

Set Measurable Goals and KPIs

Define your specific social media goals and KPIs to provide focus and track progress. Common social media goals include driving brand awareness, website traffic, lead generation, engagement, and sales.

Establish Target Audiences and Buyer Personas

Get ultra-specific on who you want to target with your social media marketing. Create detailed buyer personas and audience segments using data on location, demographics, interests, behaviors, and values.

Document Ideal Customer Journeys

Map out what your ideal customer’s journey looks like from initial awareness to becoming a loyal brand advocate. Identify where and how social media influences their decisions.

Perform Competitor Research

Study what platforms, content types, and tactics your competitors use to attract your shared target audience. Look for weaknesses to capitalize on and strengths you may want to emulate.

Audit Your Existing Social Presence

If you already have social media accounts, audit their performance. Review strengths to continue and weaknesses that your new strategy can improve upon.

Select Platforms, Content, and Activities

Choose the 1-3 platforms that allow you to reach your goals and target audience most effectively. Outline the types of content and specific social media activities that will appeal to your audience.

Allocate Appropriate Resources

Factor in the level of human resources, budget, and tools you can dedicate. Your resources influence what you can realistically accomplish.

Measure and Refine

Finally, determine how you’ll track performance through social media analytics to identify what’s working and what needs improvement. Expect to refine your strategy frequently based on data and results.

Creating Engaging and Shareable Social Media Content

You’ll get back what you put into social media. Well-planned, high-quality content tailored to your audience is essential for cutting through the noise. Apply these tips to create content people love to engage with and share:

Post Valuable Content Consistently

Consistency is critical – post high-value content on a regular schedule based on your audience’s habits. But quality over quantity is key. Better to post fantastic content 2x per week than average content daily.

Find the Right Social Media Content Mix

Experiment to determine what your audience responds to best. Try a variety of content types – video, live streams, images, carousels, Stories, etc. Identify your top-performing formats.

Leverage Interactive Content

Take advantage of opportunities for interaction built into social platforms such as polls, quizzes, AR filters, and Q&As to spark engagement.

Optimize Videos for Mobile

With most social media users on mobile, vertical format videos tailored for phones are a must. Shorter videos also tend to perform better.

Appeal to Emotions

Connect with your audience by stirring their emotions – whether humor, inspiration, surprise, or others appropriate for your brand voice.

Educate and Entertain

Position your brand as an industry authority by sharing valuable tips, behind-the-scenes info, and educational resources to build trust and loyalty.

Promote User-Generated Content

Repost great social content from customers and fans. User-generated content comes across as more authentic and can tell your brand story.

Track Performance Data

Use analytics to identify your best-performing content across platforms. Find out what your audience loves and do more of that!

Leveraging Social Media Advertising and Influencer Marketing

To maximize reach and conversions, explore putting some budget behind social media ads and influencer partnerships.

Social Media Advertising

If used strategically, social media ads provide an affordable way to target your ideal audience and scale growth.

Benefits of Social Media Advertising:

  • Hyper-targeted based on demographics, interests, and behaviors
  • Cost-effective compared to traditional advertising
  • Allows testing of different creative and messages
  • Drives measurable conversions onsite or directly on social platforms
  • Retargeting capabilities to reconnect with site visitors
  • Powerful tools available to optimize campaigns

When executing social ad campaigns, follow these best practices for success:

  • Set clear campaign goals and target KPIs from the start
  • Research your audience to identify who to target your ads to
  • A/B test different ad variations to improve performance
  • Design ads specifically for each platform and ad format
  • Use compelling creative including strong visuals and concise copy
  • Monitor campaigns regularly and adjust targeting or creative as needed
  • Take advantage of detailed reporting to optimize efforts
  • Coordinate timing with promotions, product launches, and other initiatives

Influencer Marketing

Partnering with influencers who are respected by your target audience can effectively expand your reach.

Ways Influencer Marketing Can Benefit Your Brand:

  • Increased awareness – influencers introduce you to their engaged follower base
  • Credibility – endorsements from influencers your audience trusts carry more weight
  • Authentic storytelling – influencer-created content tells your brand story organically
  • High engagement rates – influencers elicit higher response rates from followers on social posts
  • Targeted reach – niche influencers allow you to connect with specific audience segments

To maximize the impact of influencer marketing, be strategic in identifying and vetting potential partners. Look for influencers whose follower demographics and content align closely with your brand. Make sure to set clear expectations and metrics for the partnership. Track results to ensure the collaboration is driving ROI.

Measuring Your Social Media Marketing Results

It’s critical to monitor key social media metrics in order to continually refine your efforts and demonstrate ROI. Here are some top analytics to track:

Engagement Rate

Measures the level of interaction with your content in the form of reactions, comments, shares, clicks, etc. High engagement is key to organic reach.


Tracks how many times your content is displayed to users. This helps gauge reach and awareness.

Reach and Follower Growth

Helps assess effectiveness at driving new followers and expanding your audience of regular viewers.

Website Traffic

Quantifies how much traffic to your website is being generated via social channels through clicks on your profile, posts, and ads.


Measures users taking your desired on-site or on-social actions such as purchases, downloads, signups, etc.

Mentions and Hashtag Volume

Helps monitor brand sentiment and mindshare by tracking how often your brand is mentioned and discussed.

Competitor Benchmarking

Compare key metrics against competitors to evaluate your performance in the market.

Analyze these metrics regularly, using free platform tools, social media analytics software, and Google Analytics. Track what content and tactics perform best to optimize your approach. Report on metrics that align to company KPIs to showcase social media impact.

The Keys to Providing Excellent Social Customer Care

Providing responsive, personalized support on social media differentiates your brand. Apply these principles:

Make Response Time a Priority

Set expectations for response times – under 60 minutes is ideal. Use tools to monitor mentions across platforms and assign responses.

Resolve Issues Quickly

If an inquiry requires additional troubleshooting, move the conversation to email or messaging to resolve it quickly rather than letting it languish on public social posts.

Empower All Employees

Enable all employees to provide social customer care when appropriate by giving them access, resources, and guidance.

Use Tools to Assign and Track

Leverage help desk software integrated with social media management tools to efficiently route inquiries to the right team members.

Monitor Sentiment

Keep a pulse on how customers feel about your brand by tracking social media sentiment over time. Use this insight to improve.

Promote Support Wins

When you delight a customer with great service, highlight this through testimonials or reviews to reinforce your commitment.

By providing VIP treatment to customers on social media, you can build lasting brand advocates.

Maximizing Emerging Social Media Opportunities

While you likely want to focus most of your current efforts on established networks, it’s wise to continually monitor emerging platforms and trends. Being among the first to capitalize on new social media opportunities can give you a competitive advantage.

Here are some emerging trends and platforms to pay attention to in the coming year:

  • The metaverse – virtual worlds like Decentraland are creating new spaces for brands to connect and engage digitally native generations
  • Live shopping – platforms are launching integrated live video shopping capabilities to facilitate social commerce, like Instagram Live Shopping and TikTok Shop
  • Ephemeral content – features like Snapchat, Instagram Stories, and TikTok’s 24-hour loop encourage natural sharing of in-the-moment content
  • Messaging – closed platforms like WhatsApp and Facebook Messenger are becoming bigger channels for intimate social engagement
  • Spatial audio – interactive audio platforms like Clubhouse and social audio features on Twitter Spaces tap into the growing podcast/audio trend
  • Short video – bite-sized vertical video dominates the growing TikTok and YouTube Shorts platforms

Stay on the lookout for new and emerging social channels where you could reach untapped audiences and get in early before it’s saturated with competitors. Test different platforms in small ways through guest posts or influencer partnerships.

Helpful Social Media Marketing Tips, Tools and Resources

To wrap up this guide, here is a collection of helpful suggestions and resources for executing your social media marketing:

Tips for Managing Your Social Media Workflow

  • Use social media management tools to schedule and publish content efficiently
  • Maintain an editorial calendar for consistent content planning
  • Store content in a digital asset library for easy access
  • Collaborate with team members using social media tools with team workflows
  • Automate reporting for quick access to actionable analytics

Tools to Enhance Social Media Marketing

Helpful Social Media Marketing Resources

Review these social media marketing fundamentals and expert tips as you craft your 2024 strategy. With a strategic, audience-focused approach and quality content that resonates, you’re primed for social media success this year! What social media marketing tactics are you most excited to try? Let me know if you have any other questions.

Frequently Asked Questions

What is social media marketing?

Social media marketing is the process of creating content and engagement on social media platforms like Facebook, Instagram, TikTok, and others to build your brand and connect with your target audience. The goal is to increase awareness, improve image, drive website traffic, generate leads, and ultimately boost sales.

What do you do as a social media marketing?

Key responsibilities of a social media marketer include developing audience personas, creating and curating engaging posts, monitoring conversations and responding, running social media ads, collaborating with influencers, measuring performance through analytics, listening for consumer insights, and continuously optimizing efforts based on what works.

What are the 5 ways of social media marketing?

The top 5 social media marketing tactics are:

  1. Content Marketing – Creating valuable text, image, video, and live stream content consistently.
  2. Community Building – Engaging followers through likes, shares, and comments.
  3. Social Advertising – Running targeted ads to reach more of your target audience.
  4. Influencer Marketing – Partnering with influencers to tap into their audience.
  5. Social Listening – Monitoring brand mentions and conversations for insights.

What are 3 important points of social media marketing?

The 3 most important points are:

  1. Have Clear Goals – Define your objectives and KPIs for social media to focus efforts.
  2. Know Your Audience – Create detailed target audience personas to inform content and engagement.
  3. Use Data to Guide Strategy – Track performance analytics to refine your approach for optimal results.

What are the 6 steps of social media marketing?

The 6 key steps for effective social media marketing are:

  1. Research your target audience insights and preferences
  2. Set measurable goals and KPIs
  3. Select the best social platforms to meet goals
  4. Create engaging, audience-focused content
  5. Listen and respond to social conversations
  6. Continuously improve based on analytics and performance data

What is the best social media marketing strategy?

The best strategy is to get crystal clear on your target audience, establish data-driven goals, create high-quality

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July 2024