Knowledge from 1400+ World Entrepreneurs

Because the resident social media and content material creation knowledgeable for the HubSpot weblog, I do know a factor or two about social media advertising and marketing. And a kind of issues is that the social media advertising and marketing panorama is continually evolving.

Thankfully, I can lend my experience — and that of the 1,460 advertising and marketing professionals HubSpot not too long ago surveyed — that can assist you keep knowledgeable on the newest happenings in social media advertising and marketing.

Sure, we requested 1,400+ international social media entrepreneurs about their largest traits, targets, challenges, and techniques going into 2024. And we’re passing out information to you.

Not a lot time in your fingers? Click on the part you’d like to leap to right here:

1. Social media e-commerce will proceed to develop.

I am unable to scroll for greater than 5 seconds on nearly any social media app with out seeing an opportunity to buy one thing on-line.

Whether or not it is TikTok Store, Instagram Buying, or sponsored content material from influencers — alternatives to make purchases immediately from social media are nearly countless and can solely develop in 2024.

Our survey reveals {that a} quarter of entrepreneurs are presently leveraging the technique of promoting merchandise immediately by way of social media apps, and 50% of entrepreneurs plan to extend their funding in social promoting in 2024.

Over the previous couple of years, social media apps have developed into e-commerce platforms that join customers with merchandise they’ll purchase with out leaving the app.

Whereas some, like Instagram, are additional alongside on this transformation, many apps are working laborious to implement new options and instruments that allow social buying.

TikTok, for instance, launched TikTok Store within the U.S. in 2023, and whereas 33% of TikTok customers say they haven’t shopped on the platform, 30% have used it, in keeping with Statista.

Moreover, customers are discovering new merchandise on social media greater than anyplace else. Actually, about 1 in 3 customers use social media to find new gadgets and types, in keeping with Porch Group Media.

And I am positively part of that 1 in 3. A number of months in the past, I found a model known as Midnight Hour on Instagram that sells goth-inspired clothes and niknaks. After perusing its Instagram, I purchased two blouses and a skirt immediately from its Instagram storefront.

Our personal analysis reveals I am not the one millennial influenced by social media buying.

In our earlier social media advertising and marketing survey, we discovered social media particularly takes the lead for product discovery amongst Gen Z, Millennials, and Gen X, beating out web searches.

Social media can be the channel customers 18-54 most desire to find new merchandise on.

And social promoting is yielding outcomes for entrepreneurs. Nearly all of advertising and marketing professionals in our survey (16%) say social media buying instruments resulted within the largest ROI in 2023.

So, it is smart that 87% of entrepreneurs plan to keep up or enhance their funding in such instruments in 2024.

2. Customers slide into manufacturers’ DMs for customer support.

Since social media is all about buying, it is smart that customer support is shifting into the DMs.

In 2023, we discovered that round one in 5 Gen Z, Millennial, and Gen X social media customers had contacted a model via DMs for customer support, and 76% of social media entrepreneurs reported their firm already gives customer support on social.

Quick ahead to 2024, and 87% of entrepreneurs say they may preserve or enhance their funding in utilizing social media DMs for customer support.

With so many customers sliding into enterprise’ DMs for buyer assist, customer support professionals may grow to be overwhelmed. It will seemingly immediate many companies to show to AI to lighten their load.

Nearly 1 / 4 of entrepreneurs in our most up-to-date survey (24%) say AI instruments like chatbots would assist customer support professionals reply to tickets and inquiries.

So, naturally, 88% of entrepreneurs plan to spice up or preserve their funding in AI, together with instruments resembling chatbots.

3. AI-generated Social Media Posts

The usage of AI is not going to cease at simply customer support in 2024 — entrepreneurs will leverage AI to assist them create partaking social media content material, in keeping with our survey.

51% of entrepreneurs say generative AI is most useful in creating social media posts, and 58% say that is what they use generative AI for. And just some scrolls on-line show their statements.

I used to be shocked and fairly impressed with how huge of a task AI performed in enormous advertising and marketing campaigns like Nicki Minaj‘s rollout for her most up-to-date album, Pink Friday 2.

Followers gathered from all around the web to make use of generative AI to create Gag Metropolis, a fictional utopia made within the rapper’s honor to indicate followers pleasure in regards to the mission.

Fairly quickly, Nicki Minaj started utilizing her personal AI-generated photos to advertise singles and occasions for the album.

And Nicki Minaj isn‘t the one one. If you happen to go on apps like TikTok, you’ll see tons of customers utilizing AI to generate viral content material. Some customers narrate their movies with AI-generated voices or use AI photos to ask questions.

TikTok is inserting itself on the forefront of the development by making instruments like its Artistic Assistant out there to customers.

So in 2024, contemplate leveraging AI for social media posts — as a result of your competitors seemingly will. Simply make sure that to take action ethically and responsibly.

4. Manufacturers proceed to swap out celebrities for micro-influencers.

Influencers have gotten the brand new superstar endorsements in 2024 as manufacturers and companies proceed to faucet into social media personalities to advertise their services and products.

Our survey reveals that just about 1 / 4 (23%) of entrepreneurs presently leverage influencer advertising and marketing, and 87% of these entrepreneurs plan to keep up or enhance their influencer advertising and marketing investments.

If you happen to‘re a marketer or an influencer, you could assume influencers with huge following are who manufacturers are flocking to for promotions. Nonetheless, our survey reveals that isn’t the case.

64% of entrepreneurs have labored with micro-influencers (10,000 to 999,999 followers) within the final yr, and 47% say they yielded probably the most success with micro-influencers—making them the preferred influencers amongst entrepreneurs.

Our survey reveals macro-influencers with 100,000 to 999,999 followers are the second hottest.

44% of entrepreneurs say they’ve labored with macro-influencers within the final yr. Even nano-influencers (lower than 10,000 followers) are leveraged by 22% of entrepreneurs.

Solely 17% of superstar or mega-influencers with greater than 1 million followers have been leveraged by entrepreneurs within the final yr.

In comparison with celebrities, working with small influencers is cheaper, makes it simpler to determine long-term partnerships, and gives entry to tight-knit, engaged, and dependable communities.

No matter how huge or small the influencer is, influencer advertising and marketing is a extremely efficient advertising and marketing channel that drives client buy selections.

Our most up-to-date client traits survey reveals that 31% of social media customers desire to find new merchandise on social media via an influencer they comply with over every other social format or channel.

This shoots as much as 43% for Gen Z – making influencer advertising and marketing their most popular product discovery channel.

On high of that, 21% of social media customers 18-54 have made a purchase order primarily based on an influencer’s suggestion previously 3 months. This additionally rises to 32% amongst Gen Z.

5. Content material stays king in 2024.

In fact, with influencer advertising and marketing persevering with to rise, it is smart content material advertising and marketing would proceed to be a preferred go-to for entrepreneurs. In spite of everything, all influencers are content material creators, although not all creators are influencers.

However that is a distinction for one more weblog put up.

Anyway, nearly a 3rd of entrepreneurs in our survey (29%) are leveraging content material advertising and marketing, and a whopping 90% plan to keep up or enhance their funding within the technique in 2024.

Nonetheless, content material advertising and marketing comes with its hurdles. Most entrepreneurs in our survey say the largest challenges they face in content material advertising and marketing are creating extremely partaking content material and developing with recent concepts.

To fight that, some entrepreneurs will seemingly flip to AI to generate concepts, outlines, or copy. 46% stated AI would assist their enterprise on that entrance. Nonetheless, that does not imply the robots are taking up.

For a lot of entrepreneurs, boosting their investments in content material advertising and marketing means hiring folks for particular roles.

In accordance with our survey, three roles anticipated to be a high precedence to recruit in 2024 are content material creator, content material strategist, and content material advertising and marketing supervisor.

1. Manufacturers will flock to Instagram for ROI and viewers development.

Instagram is leveraged by 55% of manufacturers in our survey, coming in simply behind Fb at 57%.

The excellent news for Instagram entrepreneurs is the platform ties with Fb within the high spot for ROI, with 29% of entrepreneurs itemizing each as yielding the very best ROI previously yr.

Moreover, 43% plan to extend their funding within the platform in 2024, whereas one other 46% will preserve it the identical.

If I have been a betting individual, I would gamble that Instagram will seemingly proceed seeing development from entrepreneurs as a result of rising development of social media buying.

The app positioned itself on the forefront of the development by enabling manufacturers to arrange Instagram storefronts and retailers throughout the app.

Earlier than shifting on to development #7, let’s check out a number of extra social media platforms and see how they stack up towards one another.

2. Fb will continue to grow, however TikTok’s closing in.

Fb is perhaps the platform utilized by most social media entrepreneurs at 37%, however TikTok is slowly creeping up as 24% of entrepreneurs say the latter app yields probably the most ROI.

Fb will even see vital development in 2024, with 23% of social media entrepreneurs planning to take a position extra in it than every other platform, and 43% plan to extend their funding in Fb, whereas 41% will proceed investing the identical quantity.

3. Extra entrepreneurs want to TikTok.

44% of entrepreneurs say their corporations leverage TikTok, inserting it third behind Instagram and Fb. This quantity additionally goes up from 36% final yr.

Moreover, nearly 1 / 4 of entrepreneurs (24%) say the platform yields the very best ROI, inserting it proper behind YouTube (26%).

TikTok‘s rising enchantment to entrepreneurs considerations the platform’s relationship with Gen Z, probably the most outstanding era on the app.

Not solely does Gen Z flock to the app, in addition they make purchases from the platform (bear in mind what I stated about e-commerce?).

In accordance with TikTok, 1 in 3 of its Gen Z customers are fascinated with shopping for from TikTok Dwell, and 74% of Gen Z weekly TikTok customers would search extra details about an marketed product after seeing the advert on TikTok.

4. YouTube Is available in third for Utilization & ROI, however Will Proceed Rising in 2024

As short-form movies proceed to dominate (extra on that later), entrepreneurs should not depend YouTube out. Greater than 1 / 4 of the entrepreneurs in our survey say the platform yields the very best ROI.

Furthermore, 88% of entrepreneurs say they may enhance or preserve their funding within the platform in 2024.

High Content material Kind Social Media Entrepreneurs Are Leaning Into in 2024

Quick-form Video Continues Its Takeover

Quick-form video has the very best ROI in comparison with different advertising and marketing traits, in keeping with our survey.

Quick-form video will see probably the most development in 2024 by far, with 67% of social media entrepreneurs planning to take a position extra in it than every other format.

53% of these utilizing it additionally plan to extend their funding in 2024, whereas 38% will preserve investing the identical quantity.

Social Media Challenges

1. Creating partaking content material.

One of many high challenges social media entrepreneurs face every year entails creating partaking content material. So, it is no shock that 18% of these we polled stated it was their high hurdle.

And it is smart. In social media, content material drives engagement, site visitors, and conversions that enhance your enterprise. Nonetheless, social media, its traits, and what folks wish to see on every platform change every day. It is fairly robust to maintain up.

2. Gaining and Conserving Followers.

18% of entrepreneurs additionally stated gaining and holding followers is one other high social media advertising and marketing problem they‘re going through. That’s not shocking, contemplating how a lot content material customers are flooded with each day.

A lot content material could make it laborious for manufacturers to face out above the noise.

3. Turning engagements into leads.

Like all entrepreneurs, social media execs are at all times asking themselves, “How can my work profit the larger enterprise?” And, one measurable strategy to justify enterprise influence is by driving leads or conversions.

But, that‘s nonetheless fairly laborious. In spite of everything, most social media scrollers don’t simply wish to depart their feed to grow to be a lead or a buyer and are available proper again.

To win them over, you‘ll should create content material that energizes them past the purpose of merely commenting or clicking a response emoji.

That’s why we completely aren’t shocked that 18% of social media entrepreneurs checklist lead era as one in every of their high challenges.

High Social Media Advertising Targets

It is all in regards to the cash in 2024. In accordance with our survey, the highest aim for many entrepreneurs (23%) is rising income and gross sales. Different targets embrace:

• Enhancing the client expertise (19%))
• Growing model consciousness and reaching new audiences (19%)
• Growing engagement (18%)
• Enhancing gross sales/advertising and marketing alignment (16%)
• Integrating AI with their advertising and marketing technique

The High Social Media Advertising Metrics

How are social media entrepreneurs monitoring success? Let’s see what metrics they’re taking a look at when posting natural and paid content material.

• 41% of entrepreneurs say gross sales is an important metric to trace
• 32% say net site visitors
• 29% say social engagement

• 27% say lead era
• 23% say on-site engagement

The Finest Instances to Put up on Social Media

As a social media marketer, you seemingly wish to be posting at the very best occasions for peak engagement.

So, whereas we had our social media survey individuals, we obtained their ideas on the very best occasions to put up throughout social media platforms within the U.S. particularly.

• Fb: 9 AM to 12 AM
• YouTube: 3 PM to six PM
• Instagram: 12 PM to six PM
• TikTok: 3 PM to 9 PM
• X: 9 AM to three PM
• LinkedIn: 9 AM to three PM

For recommendations on what different occasions to put up or what to put up throughout the occasions above, take a look at this social scheduling information.

Social Media Predictions for 2024

Primarily based on our findings (and being the Advertising Weblog‘s social media knowledgeable), I predict an increasing number of customers will make purchases immediately from their favourite manufacturers’ social media platforms, like Instagram and TikTok.

I additionally predict it’s going to proceed to be the norm for customers to message manufacturers by way of social media with considerations and inquiries.

None of those predictions could appear shocking, however I do have one that would shock you. Whereas I predict short-form movies will proceed to dominate advertising and marketing, I do see extra creators opting to make longer movies. Why?

As a result of TikTok is rolling out packages meant to prioritize movies longer than 60 seconds. Whereas I do not see a resurgence in hours-long video essays, 2-3 minute movies may begin arising on the platform as creators search income from TikTok’s Creativity Program.

What’s Subsequent for Social Media Advertising?

Finally, it’s as much as you and your organization to find out and plan your future success methods! However our knowledge and insights are at all times right here to assist.

To begin constructing, refining, or researching extra alternatives on your social media technique: