If it feels like a new social feature pops up every week, you’re not alone. Social media is ever-evolving, and it can be tough to keep up. From new features to the takeover of AI, here’s everything you need to know about what’s new on social media as we enter the second half of 2024.
Rise of AI
Artificial intelligence (AI) is making its presence felt across platforms. Social media companies are offering AI-powered tools to users and creators. This includes features like automatic background generation for videos and even AI-assisted content creation like captions and ad copy.
According to Hootsuite, “62% of consumers say they are less likely to engage with and trust content if they know it was created by an AI application.”
So what does this mean for your brand? While it appears AI is here to stay, it’s vital to utilize these tools as a stepping stool to your greater brand identity. Creating an authentic brand experience for your followers will be the key to success. Hootsuite notes that it’s “not about who (or what) creates your content anymore, it’s about the brand experience your content creates for the customer.”
TLDR; don’t lean on AI to solve all your brand’s problems, maintain your identity and utilize AI to lessen workflow and increase strategies.
Platform-Focused Success
Gone are the days of multi-platform, blind cross-posting social media strategies. While it’s vital to be on multiple social platforms, it’s essential that the platforms you choose to participate in have the proper audience and reach strategy for your specific brand.
There are differences between the platforms and this is what we are seeing work on each of the major ones.
Demographic Data
Here is the latest demographic data Sprout Social as of June 2024.
What is the most used social media by age?
Below is a breakdown of social media usage by age range:
- 18-29 years – Snapchat (41%), TikTok (35%), Instagram (32%)
- 30-39 years – LinkedIn (34%), X/Twitter (34%), Snapchat (33%), Instagram (32%)
- 40-49 years – LinkedIn (25%), Facebook (22%), X/Twitter (21%)
- 50-59 years – Facebook (29%), LinkedIn (24%), Pinterest (24%)
What age range is the most active demographic on social media?
Millennials are the most active demographic on social media, with 68.8% of them estimated using social in 2024. In terms of daily time spent on social media, Gen Z tops the list, with 35% using it more than two hours a day.
Platform Review
We are seeing a divergence here between Facebook and the other social media platforms. While the other platforms are very video-driven, text and images are the top-performing media on Facebook.
One of the big trends we are seeing on Facebook is a significant decline in key metrics, including engagements, impressions, and clicks. This trend aligns with broader platform trends, which show an 80% YoY drop in median interactions.
Facebook’s video performance bucked this trend, with video views increasing by 26% compared to the previous year. This suggests that while overall engagement on Facebook is waning, video content remains a strong engagement driver.
Reels and photo carousels continue to drive the most engagement on Instagram. Two types of reels in particular that we are having success with are resharing UGC as well as interactive stories that ask questions.
In a trend we see across many of the platforms, there has been a shift towards more authentic, unfiltered content on Instagram. Viewers are gravitating towards creators who present genuine, relatable content rather than highly produced videos. This trend is about building a more personal connection with the audience.
YouTube
We are having a lot of success with YouTube shorts. These are short-form videos, similar to TikTok, which have become incredibly popular. These under-60-second videos are easy to create and share, making them an ideal way to quickly engage with viewers.
What we are seeing on YouTube is that after users consume Shorts they then click through to the profiles to see what other videos are available. Interestingly, at this point, users are going for more long-form videos instead of watching more shorts.
TikTok
Big Brands have reduced their spending on TikTok ahead of the US election, which has helped keep down rising CPM. According to Gupta Media’s Social Media CPM Tracker, the CPM for TikTok ads in May 2024 was $3.53, compared to $3.49 in May 2023.
TikTok continues to have the best algorithm for distributing content, meaning that even an account with a small following can get tens of thousands of views on a video. TikTok is very trend-driven, and our clients who are able to jump on trends while maintaining their brand voice have been the most successful on TikTok.
As with other platforms, educational content remains popular on TikTok. Users are sharing how-to videos, tutorials, and personal stories that offer actionable advice and insights into various aspects of life, such as financial strategies or lifestyle changes.
This is the most important platform for B2B marketers, as people come to LinkedIn to be informed and learn. That is why educational content like webinars, how-to guides, industry analyses, and thought leadership articles performs so well. It positions brands as experts and provides value to the audience.
From a tactic standpoint, multi-image posts are generating the most engagement, while article links are the least engaging.
For companies looking to build trust on Linkedin, two tactics we see working well are LinkedIn Newsletters. They offer a way to consistently engage with an audience by providing industry news, company insights, and actionable information.
The other tactic is Linkedin Group. Companies are having success using Groups to build community and trust on LinkedIn,
X
Most brands continue to avoid X, especially heading into a hotly contested US election. But for some niches (sports and news), X is still the best social media platform for reaching these audiences.
It was not a big surprise when President Joe Biden took to Twitter on July 21 to announce that he was withdrawing from the presidential race.
https://x.com/JoeBiden/status/1815080881981190320
From a tactic perspective, Tweets with photos, videos, and GIFs tend to get more engagement. We have also seen a notable trend towards longer videos on X, where videos that are 2-5 minutes long perform very well.
Are you getting the performance you want from social media? At Zozimus, we’re ready to help you refine your strategies to align with these trends and drive your brand’s success. Contact us today to explore tailored strategies that can elevate your brand’s social media presence.
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