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 for 2024.
AI Tools & Creating Authenticity
It’s no surprise over the last year that AI generated art, writing and tools have increased exponentially. With these new AI tools, have brought an opportunity to lighten the load for social media team members and increase productivity, but what are the cost of these AI tools for audience engagement? 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 on have the proper audience and reach strategy for your specific brand.
According to Hootsuite, “strategic organizations will push back against unjustified expectations to do everything on every platform. They’ll unlock their top performing channels based on ROI and focus their attention on those.” With these new strategies, it will allow brands to experiment with new content, interact with their audience more, and drive the ROI from each platform.
TLDR; find the platforms that work best for your brand story and identity, and experiment with content to increase your ROI.
Bring On The Entertainment
The latest information from consumers: they want to be entertained. Being entertaining can be intimidating, especially for more regulated or “serious” brands. Truthfully, consumers are seeking brands who aren’t primarily focused on self-promotion and churning out low quality content. For your followers, quality over quantity is vital.
According to Hootsuite, “brands that publish entertaining content on social will succeed in winning eyeballs, engagement, and eventually market share, away from brands that keep on publishing the same old stuff.” Find what content entertains your audience – that could be funny, inspirational or learning something new. The sky is the limit.
TLDR; keep it fun, keep it fresh, and by all means keep it authentic!