The State of Social Media in 2024 (and Looking Ahead to 2025)
The State of Social Media in 2024 (and Looking Ahead to 2025)
143 minutes per day. That's how long the average person spent on social media in 2024. But for businesses, the question isn't just about presence - it's about impact. What trends drove business results in 2024?
For this blog post, we interviewed our social media strategist, Zoe Wesley, to look into the defining trends shaping social media in 2024 and a glimpse into what we can expect in 2025.
2024: The Year of Community and Authenticity
One of the more significant shifts in social media, according to Zoe, is how users interact and engage with brands online. They're no longer interested in companies simply broadcasting the same message across different social media platforms. They crave authentic connection.
As Zoe puts it, “People crave to connect with something, whether that's a person, whether that's a vision, whether that's an idea. I think especially now, on social media.” This desire for connection has led to a surge in brands focusing on building engaged communities around their products and services.
Authenticity is Key
Building a thriving community requires more than just creating a space for people to gather. It requires authenticity. Users today can spot a fake from a mile away. They're craving realness, transparency, and a human touch in a digital world that can often feel impersonal. They want to see the people behind the brand, not just a polished logo and carefully crafted marketing messages.
As Zoe emphasizes, "The audience can see authenticity and the genuine aspect of the content." Brands need to go beyond surface-level interactions and show up authentically in every aspect of their social media presence.
So, how can brands translate their own authenticity into their social media strategy?
- Showcase the human side. Let your audience see the people behind the profile! Share behind-the-scenes glimpses of your company, highlight employee stories, and feature content created by your followers.
- Be transparent. Don't shy away from sharing what your brand stands for. Be open about your values and your mission
- Tap into employee advocacy. Have your employees become your brand ambassadors. Their authentic voices and experiences can resonate powerfully with your online audience.
Navigating the Platform Dilemma
The average person uses 6.7 different social networks per month. That's a lot of different social media platforms! It also highlights just how fragmented the social media landscape is, making it a real challenge for businesses to maintain a consistent brand identity across multiple platforms. While the potential reach of social media is huge, trying to be everywhere at once just isn't feasible.
As Zoe puts it, “When you're choosing platforms, you have to be really strategic about the types of content you're going to put out, and you need to know where your audience is.” A targeted approach - focusing on the platforms where your audience actually is - is critical for succeeding in today's overflowing social media world.
Here’s Zoe’s advice for navigating the platform dilemma and choosing the right social media channels for your business:
- Know your audience. Before you even think about signing up, take the time to understand your target audience. Where do they spend their time online? What kind of content do they engage with? Conduct research and build buyer personas to identify where your efforts will have the most impact. Don't waste your valuable time and resources on platforms where your audience isn't present.
- Align your social media strategy with platform strengths. Each platform has its own unique characteristics, culture, and content formats that perform well. Make sure your social media strategy is tailored to fit the specific strengths of each platform you choose. Trying to force a one-size-fits-all content strategy across different platforms will likely fall flat.
- Be realistic about bandwidth. Creating engaging social media content takes a lot of time and effort. “You need to consider your bandwidth too, because social media content, even just for one platform, is a full-time job for some people,” cautions Zoe. Start small, master a few platforms, and then expand as your resources allow. Quality over quantity is the mantra here.
The Role of AI
AI has had an explosive impact on how social media and content creators operate. In the business world especially, there's excitement around tools like ChatGPT and Gemini promising to revolutionize content creation.
However, Zoe offers a more balanced perspective, “I feel like [AI] can be helpful for startups or people who aren’t familiar with social media. It can be a great way for them to create optimized content.”
While AI can be useful for ideation and optimization, especially for businesses new to social media, Zoe cautions against overreliance: “I think the downside of that is the end-user, the audience, is going to be able to tell and sense that inauthenticity. It’s not as genuine as if a human was writing it.”
Instead of solely relying on AI to generate content, Zoe sees more value in using AI-powered tools that analyze performance or provide insights into audience engagement.
Looking Ahead to 2025
So, we've explored the key trends shaping social media in 2024. But what's next? Here’s what Zoe sees:
- Continued Emphasis on Authenticity and Community: Authenticity and community building aren't just fleeting trends; they're here to stay. These are fundamental shifts in how users engage with brands online, and they'll continue to be critical for successful social media campaigns in the years to come.
- Video Content Remains King: Short-form video is still ruling our feeds, and this trend shows no signs of slowing down. Brands that create engaging, quick time-to-value videos will be best positioned to capture attention in this fast-paced environment.
- The Resurgence of Networking: While platforms like TikTok and X tend to grab the headlines, LinkedIn is the place to be for professional networking. For businesses looking to grow and connect with industry leaders, investing in thought leadership and building relationships on LinkedIn is key.
Final Thoughts
As we look back on 2024, it's clear that authenticity and community have become the key elements of successful social media strategies. Zoe’s insights highlight that merely being present on social media isn't enough—you need a thoughtful approach.
So, as we look ahead to 2025, remember that authentic engagement is key. Prioritize human connections, cultivate your community, and choose the right platforms for your audience.
And if you need help, or simply want to tap into Zoe’s killer social media strategies, contact us today!
