社交媒体趋势报告-英

TRENDS20242.每日分享：6+份行研精选、3个行业主题2.每日分享：6+份行研精选、3个行业主题4.严禁广告：仅限行业报告交流，禁止一切无关信息报告仅限社群个人学习，如需它用AlleyesonROIThegoodolddaysofjumpingonbandwagonsanddesperatelytryingtooutruntrendsonsocialmediaarenumbered.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.TheROITrendInthequestforsocialROI,brandsmustturntoentertainmentTheROITrendInthequestforsocialROI,brandsmustturntoentertainmenttoboostthebottomline.Page29ThePlatformTrendStrappedfortimeandresources,organizationsstopstretchingthemselvesthinanddoubledownontheplatformsthatgetresults.Page18ContentsTheAITrendWithgenerativeAIontherise,financialorganizationstoethelinebetweenefficiencyandauthenticityonsocialmedia.Page5HootsuiteAITrendPlatformTrendROITrendSCialTrends2024MethodologyResearchMethodsThisreportisbasedonacommercialsurveyof4,281marketersandaconsumersurveyof4,508consumers,conductedinAugust2023.Weconductedprimaryinterviewswithsocialmarketingpractitioners,leaders,observers,andpartners.Andwerananewsanalysisof15,557articlesfrommajorsocialmediareportingorganiza-tions,aswellasacontentanalysisof1millionanonymizedsocialpostsfromaccountsconnectedtoHootsuite.OurprimarydatahasbeensupplementedbysecondaryresearchfromPewResearchCenter,Statista,Deloitte,Forbes,InsiderIntelligence,Forrester,LinkedIn,GlobalWebIndex,TheCMOSurvey,andothers.OverviewofHootsuite’sglobalSocialTrends2024CommercialSurvey4,281respondents118countries16industries28%directorsandabove62%managersandpractitionersOverviewofHootsuite’sglobalSocialMedia2024ConsumerSurvey4,508respondents3countries65%GenZandmillennials26%GenXandbabyboomersNote:Commercialsurveyrespondentswerefrom118countries,withthemostcommonbeingtheUS(n=2,709),Canada(n=377),theUK(n=267),India(n=114),andAustralia(n=67).AIforcesbrandstoredefineauthenticityWithgenerativeAIontherise,brandstoethelinebetweenefficiencyandauthenticityonsocialmedia.6HootsuiteAITrendPlatformTrendROITrendSCialTrends2024SocialmarketerswarmlywelcomeanewteammateGenerativeAIcreatedaseismicshiftwhenitbrokeintothemainstreamin2022andsparkedawholerangeofemotionstypicallyreservedforfellowhumans.Interestwassohighthatfrom2022to2023,topicsonlearningaboutAIincreasedby550%,accordingtoananalysisweconductedofover15,500newsarticlesandblogs.Andsocialmarketershavejumpedonthebandwagon.HootsuiteAITrendSincesocialmediamanagersaretypicallyateamofoneandoftenstrappedfortime,it’snosurprisethetopmotivationtouseAIistoreducestaffworkload,with61%ofoursurveyrespondentsselectingthisoption.Organizationsalsoreportthatthey’replanningtodoubletheiruseofAIacrossvariousactivities—eventriplingorquadruplingitinsomecases.Inthecomingyear,wecanexpecttoseethebiggestincreaseinAIuseforrevisingtext,editingimages,andprovidingcustomerservice.SoisgenerativeAIasourceofhopeforbusyprofessionalslikeyou?Thenumbersseemtosayso.Butinthenoblequesttoreduceyourworkload,areyouatriskofalienatingyouraudience?SCialTrends2024ROITrendSCialTrends2024ROITrend*oforganizationssaythe#1reasontheyuseAIforsocialmediaistoreducestaffworkloadSource:HootsuiteSocialTrends2024Survey7AITrendPlatformTrendROITrendAIusewillskyrocketin2024Inthelast12/next12months,howhas/willyourorganizationuse(d)AItoassistwithsocialmediaactivities?+28%86%86%67%+29%85%85%66%+44%82%82%57%+103%75%75%37%+195%59%59%20%54%54%+260%+136%52%52%22%%change%ThisyearLastyear+318%46%46%EditandProduceadDevelopCompletelyProduceEditGenerateUseachatbotrefinetexttextfromscratchnewideasreviseandrewritetextcustomersupporttextimagesimagestorespondtomessagesSample:4,278respondentsfromscratchSource:HootsuiteSocialTrends2024Survey8HootsuiteAITrendPlatformTrendROITrendSCialTrends2024AudiencesgreetAIwithhesitationThere’sgoodnews,andthere’sbadnews.First,thebadnews.(BettertoripofftheBand-Aid,right?)AI-generatedsocialpostsgetalotofbuzz,butthequestionoftruststillcastsabigshadow.Noone’sastrangertofakenewsanymore.Andtheideaofamachinestringingwordsormashingimagestogethertobesharedonlinemakessomepeopleuneasy,especiallywhentryingtogaugewhat’srealandwhat’snotonsocial.Thesesentimentslineupwitha2022studybythePewResearchCenterontheincreaseduseofAIindailylife.Thestudyfoundthat45%ofUSadultsareequallyconcernedandexcitedaboutthis,while37%aremoreconcernedthanexcited,andonly18%aremoreexcitedthanconcerned.62*ofconsumerssaytheyarelesslikelytoengagewithandtrustcontentiftheyknowitwascreatedbyanAIapplicationSource:HootsuiteSocialTrends2024ConsumerSurvey9HootsuiteAITrendPlatformTrendROITrendSCialTrends2024Inotherwords,audiencesarenotnecessarilyembracingAIandAI-generatedcontentasmuchassocialmarketersareflockingtouseit.Thegoodnews?NoteveryonedistrustsAIequally.DifferentagegroupsareformingdifferentrelationshipswithAI-generatedcontent.KnowingexactlywhoyouraudienceisonsocialwillhelpyoudevelopanAIstrategythat’sinlinewiththeirvaluesandpreferences.ConcernsoverAIarehighamongconsumersThinkingaboutsocialmediacontentgeneratedbyAI,rateyouragreementwiththefollowingstatementsAgreeNeitheragreenordisagreeDisagree66%22%It’shardtotellwhatinformationisrealorfake67%20%It’shardtotellwhatimagesarerealorfake/createdusingAISample:4,499respondentsSource:HootsuiteSocialTrends2024ConsumerSurvey33%33%33%33%HootsuiteAITrendPlatformTrendROITrendSCialTrends2024TakeGenZ,forexample.They’remorelikelytoclaimtheyknowwhat’srealandwhat’screatedbyAIthanothergenerations.They’realsomorelikelytotrustandengagewithAIcontent.Ontheotherhand,babyboomersaretheoppositeonallaccounts:lessconfidentintheirabilitytotellifsomethingiscreatedbyAI,andlesslikelytotrustandengagewithitifitis.Soifyouhaveayoungercommunityonsocial,youmayhaveaneasiertimeexperimentingwithAI.Butifyouraudienceisolder,it’sbesttotreadcarefullyfornow.IfIknowsomething iscreatedbyanAI application,IamlesslikelytoengagewithitIfIknowsomething iswrittenbyanAIapplication,IamlesslikelytotrustitIt’shardtotellwhat imagesarerealorfake/createdusingAIIt’shardtotellwhatinformationisrealorfakeAIfortheagesThinkingaboutsocialmediacontentgeneratedbyAI,rateyouragreementwiththefollowingstatementsGenerationZMillennialsGenerationXBabyboomers20%20%22%28%21%21%22%27%17%19%22%21%14%15%20%19%Response=StronglyagreeSample:4,420respondents(filteredtothosewhostronglyagree)Source:HootsuiteSocialTrends2024ConsumerSurveyHootsuiteAITrendPlatformTrendROITrendSCialTrends2024AuthenticityAIIt’sinevitable:AIwillbecomeubiquitousonsocial.Andit’scompletelyfairforsocialmarketerstouseatoolthatmakestheirlifeeasier.Scalingbackonitsusenowwouldbelikerevertingfromcomputerstotypewriters.Tothriveinthisnewenvironment,marketersandbrandsneedtomovebeyonddefining“real”and“authentic”basedonwhethersomethingwascreatedexclusivelybyahuman.Likeitornotwe’reallcyborgsnow,atleastatwork.Whetherwe’reusingAIasabrainstorm-ingpartner,lettingitfinishoursentencesforus,pretendingitdoesn’texist,or(morelikely)amixoftheabove,thisgenieisoutofthebottle.In2024,themostsuccessfulbrandswillredefine“authenticity.”It’snotaboutwho(orwhat)createsyourcontentanymore;it’saboutthebrandexperienceyourcontentcreatesforthecustomer.Doesitfeelright?Doesitreinforcethebrand?Doesitwork?Getthoserightandyoucandismissquestionsaboutwhetherabotmadeitwithashrug.HootsuiteAITrendPlatformTrendROITrendSCialTrends2024ThetrendinactionCrodadiscoverstheartandscienceofAIDrivenbyitspurposetouse“Smartsciencetoimprovelives,™”Crodacombinesitsknowledge,passion,andentrepreneurialspirittocreate,make,andsellspecialtyingredientsthatarereliedonbyindustriesandconsumersaroundtheworld.Itssocialmediaaudienceismostlyscientistsandchemists—acommunitythatvaluesinnovationandisopentoexploringemergingtechnologieslikeAI.SowhenChatGPTbecamewidelyavailablein2022,AshleySidi,digitalmarketingleadatCroda,immediatelysawanopportunity.“Ifwe’renotusingAI,othercompanieswill,”saysSidi.“Thisisgoingtobethenextbigthing—andwehavetoevolvewiththistransformativetechnologytostaycompetitiveintheevolvingbusinesslandscape.”SidisetouttochampionAIwithinthecompany.It’snowusednotonlyforsocialmediaandmarketing,butalsoforsales,productdevelopment,andmore.Withmarketerswhoareprimarilychemistsandnointernaldesignteam,creatingprofessional-lookingsocialimageshasbeenachallengeforCroda.ThisisoneaspectofthejobSidiplanstodelegatetoAI.ThinkofitashavingapersonalThinkofitashavingapersonalvirtualassistant.Ifyouuseitinthismanner,itwillbeeffective.However,it’simportanttosprinkleintherealstuff.Maintainingahealthybalancebetweentechnologyandauthenticityiskey.AshleySidiDigitalMarketingLead,CrodaHootsuiteAITrendPlatformTrendROITrendSCialTrends2024“Basicdesignelements,likemakingsurethattextisn’trunningofftothecorner,resizingimages,colorconsistency:Itsoundslikelittlethings,butitreallydoesmakeyourbrandlookprofessional,”shesays.“IthinkAIisgoingtohelpquiteabitinthedesignspace.”Inadditiontocreatingconsistencyandimprov-ingthequalityofsocialmediaimages,Croda’smarketingteamalsousesAIforbrainstormingcontentideasanddraftingsocialmediacaptions.TomakesureCrodaissetupforsuccess,SidicollaboratedwithITandotherteamswithintheorganizationtoputAIpoliciesinplace.NowthecompanyhasclearguidelinesforsecurelyusingAIacrossdifferentdepartments.ThemarketingteamalsohasanapprovalsprocessinplacesoeverybitofAIcontentisfact-checkedandgreenlitbeforeit’spostedonsocial—apriorityamongtheirfact-loving,data-drivencommunity.MasteryourtargetmarketonMasteryourtargetmarketonsocialmediawithourin-depthguideHootsuiteAITrendPlatformTrendROITrendSCialTrends2024RecommendationsKnowyouraudienceandhowtheyfeelaboutAIIt’stimelessadviceforareason:Knowyouraudience.AdeepunderstandingofwhoyouraudienceisonsocialwillbeessentialforusingAIintherightwaysthisyear.Don’tstopatbasicdemographics.Whoarethey?Whatdotheylike?Howdotheyfeelaboutwhattheyseeonsocialmedia?Otherdatapointsyoucanlearnaboutyouraudienceinclude:LocationInterestsStageoflifeLanguageChallengesBuyinghabitsThesecanhelpyougatherinsightsonwhetherotherfactorssuchasculture,geography,orinterestshaveinfluenceontheirperceptionofAI.Asabonus,you’llalsobeabletofine-tunetherestofyourcontenttotheirlikesandneeds.PROPROTIPPROTIPKeepithumanCreatingacontentstrategyforsocialEditingandrefiningcaptionsEnsuringimagesandPROTIPKeepithumanCreatingacontentstrategyforsocialEditingandrefiningcaptionsEnsuringimagesandpostsareuptobrandstandardsInteractinginthecommentssectionHootsuiteAITrendPlatformTrendROITrendSCialTrends20242Decidewhichtasks2tokeeponyourplatetohelpbuildrelationshipsAImakesagreatassistant—butyoustillhavetoruntheshow.It’suptoyoutodelegatewhichaspectsofthejobAIcansupport,andwhichaspectsneedamoredelicatehand(andnuancedbrain,tbh).Afterall,youraudience’strustisontheline.AsAIgetsmoresophisticated,itmaybecometemptingtopassoffAIworkasyours.Butremember:Socialrelationshipsarebuiltontrust.Leadingaudiencestobelievethatthecontentthey’reinteractingwithishumanwhenit’snotisaquickwaytobreakthattrust.Nottomention,itcouldcreateseriousdamageforabrandifit’severbroughttolight.(Andifanyofyouthoughttoyourselvesjustnow,“Butthey’llneverknow,”youjustmadeOwlyreally,reallysad.)PlayaroundwithsocialmediaAIthat’sseriouslyeasytouseInstantlygeneratecaptionsandgetpostideas—fast—foreverynetworkwithOwlyWriterAIDelegatetaskswiththischeatsheetUsethebotsBrainstormingideasOrganizingyourthoughtsGivingcontentsuggestionsWritingfirstdraftsforcaptionsSuggestingimagesHootsuiteAITrendPlatformTrendROITrendSCialTrends20243laetNothing’sworsethananemployeegoingrogueandpostingtheirAI-generated“masterpiece”onthecompanyInstagramaccount.OrabefuddledcustomerraginginyourDMsbecauseyourtone-deafchatbot“handled”theissue.Butifyouhaverulesandregulationsinplacetoguideyourorganization’suseofAI,thesepotentialnightmarescanbeavoided.MakingsureyourteamandorganizationarealignedwillhelpyouuseAIsafelyandeffectively.Step-by-stepguideSteptocreatinganAIpolicyStep1:Loopinthewiderorganization0GetIT’sinputtoidentifysecurityissues0AskforLegal’sadviceontheuseofimagesonvariousplatforms0Determinewhetheryou’reallowedtofeedproprietarydataintotheprogramoruseAI’shelpwithconfidentialinformationStep2:DefineAI’sscopeinyourwork0Willyoulimititsroletoideagenerationandbrainstormingfornow?0Willyouuseitforwritingandgeneratingimages?0Willyouuseittointeractwithcustomers?Step3:CreateanAIstyleguideforsocial0Includenotesfortoneofvoiceandphotographyorillustrationstyles0Addtipsforeffectiveprompts0SharewithallinternalandexternalcontentcreatorssoyoursocialcontentisconsistentacrossallchannelsTREND2TREND2TREND2TREND2TREND2TREND2TREND2TREND2StrategicbrandschampionplatformschampionplatformsStrappedfortimeandresources,organizationsstopstretchingthemselvesthinanddoubledownonthesocialplatformsthatgetresults.HootsuiteAITrendPlatformTrendROITrendSCialTrends2024Themulti-platformpredicamentBewhereyouraudienceis,theysaid.Butwhenyouraudienceiseverywhere,that’satallorder—andtheaveragesocialmediauserlogsintoaboutsevenplatformseachmonth.Seven.Forbrands,maintainingapresenceonjustonesocialnetworkishardenough,letalonemany.Andmaintainingisthebaseline.Doingitwellisawholeotherstory.Infact,thisissuchachallengefororganizations,it’semergedasthetopROIconcernforsocialmedia—eventrumpingissuesthathavetodowithmeasuringsuccess(someofsocial’smosttalked-aboutstruggles).TimeorbudgetinvestmenttomaintainapresenceonmultiplesocialplatformsUncertaintyabouttheaccuracyofcampaignsuccessmetricsUncertaintyabout theattributionofcampaignsuccessUnsatisfactoryconnectionbetweensocialmetricsandbusinessmetricsUncertaintyaboutthesocialmediastrategyRisingcostsHighcostsUnsatisfactoryshort-termimpactforcampaignsUnsatisfactorylonger-termimpactforcampaignsOrgsfeartheROIimpactofbeingonsomanyplatformsWhichofthefollowingissuesdoyouthinkcontributetoyourorganization’sconcernaboutreturnoninvestmentforsocialmediaactivities?52%35%34%33%31%25%Sample:4,281respondentsSource:HootsuiteSocialTrends2024Survey20HootsuiteAITrendPlatformTrendROITrendSCialTrends2024Mostsocialmarketerscouldtalkyourearoffaboutwhyittakessomuchtimeandenergytobeactive—andthrive—onseveralsocialmedianetworks.Oneofthebiggestfactors:Howimportantit’sbecometotailorsocialcontenttoeachnetwork.(Cross-postingjustdoesn’tcutitanymore,sadly.)Differentchannelshavedifferentaudiences,lingo,trends,andhashtags,nottomentionwordcountsandimagespecs.Brandpoststhatmimicthecontentandformatsofindividualplatformsmakeforabetteruserexperience—andlessannoyedcustomers.Usersalsohavedifferentreasonsforbeingoneachplatform—Facebookforconnectingwithfriendsandfamily,TikTokforbeingentertained,Instagramforexploringinterests,andTwitter/Xforgettingnewsandeventupdates,forexample.Thedifferencesbetweenplatforms—andtheamountofworkittakestocatertothemall—areenoughtomakesocialmarketers’headsspin.Nowonder66%ofthemsaytheyhavetoomuchtodo,accordingtoour2023SocialMediaManagementCareerSurvey.Socialmarketersareresponsiblefordevelopingstrategies,creatingcontent,trackinganalytics,executingads,respondingtocomments,schedulingposts,andsooooooomuchmore—andthat’sbeforeconsideringthateachofthosetaskshavetogetdoneformultiplechannels.It’salsobeforetakingintoaccounttheconstantplatformchangesthatsocialprosareexpectedtostayontopof.Today,networksreleasenewuserandadvertisingfeaturessooftenthatmorethanhalf(58%)ofmarketerssayit’sdifficulttokeepup.Thegoodnews?Socialmarketersaren’ttheonlyoneswhofeelthepressuresofhavingtodealwithmultipleplatforms.Companyleadersarefinallystartingtocluein,recognizingtheimpactthisishavingontheirbusiness.58*ofmarketerssaythepaceatwhich networksrelease newuserandadvertisingfeaturesmakesithardtokeepupSource:HootsuiteSocialTrends2024SurveySample:3,891respondentsSource:HootsuiteSocialTrends2024SurveySample:3,891respondentsSource:HootsuiteSocialTrends2024SurveyAITrendPlatformTrendROITrendPlatformprioritiesareshiftingHistorically,whenorganizationsfeltiffyabouthowaplatformwascontributingtotheirsocialandbusinessgoals,theydidn’tdomuchaboutit.Socialmarketerswouldoverextendthemselvestryingtodoeverything,everywhere,allatonce,anddraintime,money,andresourceswhiletheywereatit.Thiswasalltoocommon,andyet,nothingwouldeverchange.(Redflagalert!)Eventhoughthisresultedinlousycontent,poorsocialmediaperformance,andburntoutstaff,itwasstillconsideredlessofariskthanscalingbackonplatformefforts.Sothey(foolishly)stuckitout.Butnow,organizationsarestartingtostrayfromthiswayofthinking.Instead,they’reacknowledgingtheproblemsandtakingstepstoturnthingsaround.Ourdatarevealsthatthey’regettingseriousaboutunderstandingwhichplatformsworkforthemandwhichonesdon’t—andROIconfidencehelpsthemdecide.LinkedInInstagramWhatsAppFacebookBeRealYouTubeTikTokSnapchatRedditPinterestTwitter/XThreadsBrandsaremostconfidentinLinkedIn,Instagram,andWhatsAppHowconfidentareyouthateachofthefollowingsocialplatformsdeliversapositivereturnoninvestmentforyourorganization?ConfidentNotConfident70%30%68%32%66%34%62%38%60%40%52%48%50%50%45%55%43%57%36%64%30%70% 16%84%22HootsuiteAITrendPlatformTrendROITrendSCialTrends2024TheplatformsthatdrivethemostROIconfidencearen’tnecessarilythemostwidelyused,andviceversa.TakeWhatsApp,forexample.Only14%oforganizationshaveapresenceontheinstantmessagingapp,butalmosttwo-thirdsofthemfeelstronglythatitbenefitstheirbusiness.Sotherearen’ttoomanywhouseit,butthosewhodo,feeltheygetalotoutofit.Conversely,themajorityofbrandsareonTwitter/X,butonly30%thinkitdrivesvalue—whichisa23%decreasefromlastyearandmightexplaintheplatform’s7%dropinbranduse.SowehavesomespeculationsaboutTwitter/X,butwhyarebrandsshiftingtheirstrategiesawayfromPinterest(down11%)andWhatsApp(downaneye-popping18%)?Theydidn’ttellus—andthesenumbersdon’tdovetailneatlywithoverallROIconfidencefortheseplatforms.Whatwedoknowisthatwhatevertheirreasons,organiza-tionsaremorewillingthanevertosaybuh-byetoplatformsandstrategiesthataren’tmeetingtheirdefinitionofROI.They’refinallyprioritizingtheirownplatform-by-platformROIscoresandmakingbusinessdecisionsaccordingly.91*86*80*66*62*Sample:4,281respondentsSource:HootsuiteSocialTrends2024SurveyMostorgshaveapresenceonFacebook,Instagram,andLinkedInWhichsocialmediaplatformsdoesyourorganizationcurrentlyuse?29*d19*16*14*5*4*1*HootsuiteAITrendPlatformTrendROITrendSCialTrends2024Novalue,nopoint:BrandsleavesomeofthesocialplatformgiantsChangeinplatformuseforbusinessesfrom2022to2023+5%+0%+0%-7%-18%Samples:3,891respondents(2024),9,422respondents(2023)Sources:HootsuiteSocialTrends2024Survey,HootsuiteSocialTrends2023SurveyZeroinginontheplatformsthatworkIt’seasytofallintoapatternoffollowingsocialmediaindustrynorms.Butindustrynormsdon’tconsidertheuniquegoals,growthstrategies,KPIs,andcustomersofyourorganization.That’swhyit’ssoimportanttotakeastepback,challengeyourownassumptionsabouttheplatformsyou’reon,andthinkaboutwhat’sbestforyourbusiness.Thekeyisbeingabletodefydistractionsthatpreventyoufrommakingsmartdecisionsaboutyourchannels.Keepingupwithwhatyourcompetitorsaredoingandexperimentingwithshinynewfeaturesorentirelynewplatformsisanessentialpartofasocialmarketer’sjob,butnotattheexpenseofdrivingrealbusinessvaluefromsocial.In2024,strategicorganizationswillpushbackagainstunjustifiedexpectationstodoeverythingoneveryplatform.They’llunlocktheirtop-performingchannelsbasedonROI,andfocustheirattentiononthose—andonlythose.Ifthey’rereallyconfident(andbrave),theymightevenabandononeortwoaltogether.Thiswillgivesocialmarketersmoretimewiththeplatformsthatmakethecut—timetounderstandtheiraudiences,experimentwithcontenttoseewhatresonates,stayontopoftrendsandalgorithms,andgetuptospeedwithallthefeatures.Becausemasteringafewkeyplatformsissurelybetterthanbeingso-soatmany.2324ThetrendThetrendinactionHootsuiteAITrendPlatformTrendROITrendSCialTrends2024iSharesbyBlackRockembracesmillennialandGenZplatformsIfyou’retryingtoreachabrandnewaudience,youcanstartbychuckingyourbusiness-as-usualeffortsoutthewindow.Keentocaptureanewgenerationofpotentialinvestors,exchange-tradedfund(ETF)companyiSharesbyBlackRockdidjustthat—andmaderesearchtheirfirstpriority(asitshouldbe).Tokickoffthedevelopmentoftheirnewsocialandcontentstrategies,theytookadeepdiveintothedemographics,interests,behaviors,andfinancialliteracyofmillennialandGenZinvestors.Andthatanalysishelpedidentifythebestplatformstoreachthem—Instagram,Twitter/X,LinkedIn,Reddit,andTikTok.Italsogavetheminsightsintowhattypesofcontentwouldresonate.Knowingthateveryday“financialspeak”wouldsoundlikegibberishto(andtotallybore)thisyoungaudience,theylandedonclear,jargon-freemessagingwithboldheadline-drivenvisuals.Anditworked.Byleaningintotheplatformsthatwererelevanttotheiraudience—andstrategicallydodgingtheonesthatweren’t,likeFacebook—iSharesbyBlackRockmettheirobjectivesofawareness(acquaintingthisnewaudiencewiththeirbrandandproduct)andeducation(sheddinglightonthebenefitsofETFs).TheircontentwassoengagingandimpactfultheyevenreceivedacongratulatorynotefromLinkedIn.#Goals!HootsuiteAITrendPlatformTrendROITrendSCialTrends2024TheHarvardGraduateSchoolofEducationuntanglesThreadsWhenitcomestoenticinguserstojoinanewnetwork,MetacrackedthecodewithThreads.Theapp’sintegrationwithInstagrammadecreat-inganaccountabsolutelyseamless.It’swhyMayaWesby,socialmediamanagerattheHarvardGraduateSchoolofEducation(HGSE),knewtheplatformwasagoodfitforherorganization.“Instagramhasbeenastrongchannelforus,so[Threads]wasanaturalwaytoreachacommunitywealreadyhad,”Wesbysays.“Andtheywerealljumpingonboard.”Atfirst,HGSEwasrelativelyactiveontheplatformandgettinglotsofengagement.Butoncetheinitialexcitementoftheappworeoff,Wesbynoticedaharddipininteractions—whichisn’tsurprisingwhenyouconsiderthe70%dropinThreads’dailyactiveusersjustweeksafteritslaunch.Butthatdidn’tscareWesbyaway.LookingatHGSE’sThreadsmetrics,shenoticedthatalthoughengagementwasn’trising,itwasstillthere.Andnewfollowerswerestilltricklingin.“Forthosereasons,we’restillactiveontheplatformtoday,”shesays.What’schangedisthestrategy.ShepostscontenttoThreadslessfrequentlythansheusedto—maybeonceortwiceaweek—allowinghertodevotemoretimetotheschool’smorepopularchannels.AndshecontinuestomonitortheplatformtokeeptabsontheHGSEcommu-nityandothereducationalinstitutions,soifanopportunitypopsup,she’llbereadytojointheconversation.That’sapromove,anditprovesthatyoudon’talwayshavetomakerashdecisionswhenyoursocialmediaoutcomeschange.Youjusthavetopivotwhenandwhereitmakessense.ThreadswasThreadswasanaturalwaytoreachacommunitywealreadyhad.MayaWesbySocialMediaManagerHarvardGraduateSchoolofEducation2526HootsuiteAITrendPlatformTrendROITrendSCialTrends2024RecommendationsRunasocialmediaauditforplatformintelWhat’shappeningacrossallyoursocialplatforms?Asocialmediaauditwilltellyou.It’lluncoveryourmostengagingposts,yourhighest-performingcontentformats,andotherpatternsthat’llhelpyoudecidehowtoapproachyoursocialstrategymovingforward.CrushingitonFacebook,Instagram,LinkedIn,andTikTok?Considertheseyourheroplatforms,andpourallyoureffortsintothem.Thatmeansspendingthemajorityofyourtime