The good ald days of jumping on bandwagons and desperately tryingto outrun trends on social media are numbered.
Social marketers have come of age—and with their hard-won wisdom comesa renewed focus on performance and less patience for folly.As platformscontinue raining new tools,feat ures,and algorithm updates on us all,socialmarketers are learning to take a deep breath and ignore the noise.
In 2024,ROI will take center stage on social as smart organizations finallyclose in on their top-performing tactics.From singling out hero platformsand perfecting their content mixto boosting their team’s capabilities with
Al,the marketers and brands who set the pace this year will do so with anew level of precision and efficiency.There’s no time to waste on effortsthat yield no results-no matter how sentimental we might feel lookingbehind us.(Love you forever,blue bird)
From here on,it’s full speed ahead—and that’s whywe may be lookingat social media’s most pivotal year yet.
Let’s go.
Research Methods
This report is based on a commercial survey
of 4,281 marketers and a consumer survey of
4.508 consumers,conducted in August 2023.
We conducted primary interviews with socialmarketing practitioners,leaders,observers,and partners.
And we ran a news analysis of15,557 articlesfrom major social media reporting organiza-tions,as well as a content analysis of1 millionanonymized social posts from accountsconnected to Hootsuite.
Our primary data has been supplemented bysecondary research from Pew Research Center,Statista,Delbitte,Forbes,Insider Intelligence,Forrester,LinkedIn,GlobalWeblndex,The CMOSurvey,and others.
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