社交媒體趨勢報告-英

TRENDS

2024

Hootsuite

AlleyesonROI

Thegoodolddaysofjumpingonbandwagonsanddesperatelytryingtooutruntrendsonsocialmediaarenumbered.

Socialmarketershavecomeofage—andwiththeirhard-wonwisdomcomesarenewedfocusonperformanceandlesspatienceforfolly.Asplatforms

continuerainingnewtools,features,andalgorithmupdatesonusall,socialmarketersarelearningtotakeadeepbreathandignorethenoise.

In2024,ROIwilltakecenterstageonsocialassmartorganizationsfinallycloseinontheirtop-performingtactics.Fromsinglingoutheroplatformsandperfectingtheircontentmixtoboostingtheirteam’scapabilitieswithAI,themarketersandbrandswhosetthepacethisyearwilldosowithanewlevelofprecisionandefficiency.There’snotimetowasteonefforts

thatyieldnoresults—nomatterhowsentimentalwemightfeellookingbehindus.(Loveyouforever,bluebird.)

Fromhereon,it’sfullspeedahead—andthat’swhywemaybelookingatsocialmedia’smostpivotalyearyet.

Let’sgo.

ThePlatform

Trend

Strappedfortimeand

resources,organizationsstop

stretchingthemselvesthin

anddoubledownonthe

platformsthatgetresults.

Page18

TheROI

Trend

InthequestforsocialROI,

brandsmustturnto

entertainmenttoboost

thebottomline.

Page29

Contents

TheAI

Trend

WithgenerativeAIontherise,

financialorganizationstoethe

linebetweenefficiencyand

authenticityonsocialmedia.

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Methodology

ResearchMethods

Thisreportisbasedonacommercialsurveyof4,281marketersandaconsumersurveyof4,508consumers,conductedinAugust2023.

Weconductedprimaryinterviewswithsocialmarketingpractitioners,leaders,observers,andpartners.

Andwerananewsanalysisof15,557articlesfrommajorsocialmediareportingorganiza-tions,aswellasacontentanalysisof1millionanonymizedsocialpostsfromaccounts

connectedtoHootsuite.

OurprimarydatahasbeensupplementedbysecondaryresearchfromPewResearchCenter,Statista,Deloitte,Forbes,InsiderIntelligence,

Forrester,LinkedIn,GlobalWebIndex,TheCMOSurvey,andothers.

overviewofHootsuite’sglobal

SocialTrends2024CommercialSurvey

4,281respondents

118countries

16industries

28%directorsandabove

62%managersandpractitioners

overviewofHootsuite’sglobal

SocialMedia2024ConsumerSurvey

4,508respondents

3countries

65%GenZandmillennials

26%GenXandbabyboomers

Note:Commercialsurveyrespondentswerefrom118countries,withthemostcommonbeingtheUS(n=2,709),Canada(n=377),theUK(n=267),India(n=114),andAustralia(n=67).

AIforces

brandsto

redefine

authenticity

WithgenerativeAIontherise,brands

toethelinebetweenefficiencyand

authenticityonsocialmedia.

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Socialmarketerswarmly

welcomeanewteammate

GenerativeAIcreatedaseismicshiftwhenitbrokeintothe

mainstreamin2022andsparkedawholerangeofemotions

typicallyreservedforfellowhumans.

Interestwassohighthatfrom2022to2023,topicsonlearning

aboutAIincreasedby550%,accordingtoananalysiswe

conductedofover15,500newsarticlesandblogs.

Andsocialmarketershavejumpedonthebandwagon.

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Sincesocialmediamanagersaretypicallya

teamofone

andoftenstrappedfortime,it’snosurprisethetopmotivationtouseAIistoreducestaffworkload,with61%ofoursurvey

respondentsselectingthisoption.

Organizationsalsoreportthatthey’replanningtodoubletheiruseofAIacrossvariousactivities—eventriplingorquadruplingitinsomecases.Inthecomingyear,wecanexpecttoseethebiggestincreaseinAIuseforrevisingtext,editingimages,andprovidingcustomerservice.

SoisgenerativeAIasourceofhopeforbusyprofessionals

likeyou?Thenumbersseemtosayso.Butinthenoble

questtoreduceyourworkload,areyouatriskofalienating

youraudience?

61%

oforganizations

saythe#1reason

theyuseAIfor

socialmedia

istoreduce

staffworkload

Source:HootsuiteSocialTrends2024Survey

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AIusewillskyrocketin2024

Inthelast12/next12months,howhas/willyourorganizationuse(d)AItoassistwithsocialmediaactivities?

+28%

86%

67%

+29%

85%

66%

+44%

82%

57%

+103%

75%

37%

+195%

59%

20%

54%

15%

+260%

+136%

52%

22%

%change%

Thisyear

Lastyear

+318%

46%

11%

Editand

Producead

Develop

Completely

Produce

Edit

Generate

Useachatbot

re?netext

textfrom

scratch

newideas

reviseandrewritetext

customer

supporttext

images

images

torespondto

messages

Sample:4,278respondents

fromscratch

Source:HootsuiteSocialTrends2024Survey

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AudiencesgreetAIwithhesitation

There’sgoodnews,andthere’sbadnews.

First,thebadnews.(BettertoripofftheBand-Aid,right?)AI-generatedsocialpostsgetalotofbuzz,butthequestionoftruststillcastsabig

shadow.

Noone’sastrangertofakenewsanymore.Andtheideaofamachine

stringingwordsormashingimagestogethertobesharedonlinemakessomepeopleuneasy,especiallywhentryingtogaugewhat’srealand

what’snotonsocial.

Thesesentimentslineupwitha2022

study

bythePewResearch

CenterontheincreaseduseofAIindailylife.Thestudyfoundthat

45%ofUSadultsareequallyconcernedandexcitedaboutthis,while37%aremoreconcernedthanexcited,andonly18%aremoreexcitedthanconcerned.

62%

ofconsumerssay

theyarelesslikely

toengagewithand

trustcontentifthey

knowitwascreated

byanAIapplication

Source:HootsuiteSocialTrends2024ConsumerSurvey

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10

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Inotherwords,audiencesarenotnecessarily

embracingAIandAI-generatedcontentasmuch

associalmarketersareflockingtouseit.

Thegoodnews?NoteveryonedistrustsAIequally.

Differentagegroupsareformingdifferent

relationshipswithAI-generatedcontent.Knowing

exactlywhoyouraudienceisonsocialwillhelpyou

developanAIstrategythat’sinlinewiththeir

valuesandpreferences.

ConcernsoverAIare

highamongconsumers

ThinkingaboutsocialmediacontentgeneratedbyAI,

rateyouragreementwiththefollowingstatements

Agree

Neitheragreenordisagree

Disagree

66%

22%

12%

It’shardtotellwhat

informationisrealorfake

67%

20%

13%

It’shardtotellwhatimagesare

realorfake/createdusingAI

Sample:4,499respondents

Source:HootsuiteSocialTrends2024ConsumerSurvey

11

33%

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TakeGenZ,forexample.They’remorelikelyto

claimtheyknowwhat’srealandwhat’screated

byAIthanothergenerations.They’realsomore

likelytotrustandengagewithAIcontent.On

theotherhand,babyboomersaretheopposite

onallaccounts:lessconfidentintheirabilityto

tellifsomethingiscreatedbyAI,andlesslikely

totrustandengagewithitifitis.

Soifyouhaveayoungercommunityonsocial,

youmayhaveaneasiertimeexperimenting

withAI.Butifyouraudienceisolder,it’sbest

totreadcarefullyfornow.

IfIknowsomething iscreatedbyanAI application,Iamlesslikelytoengagewithit

IfIknowsomething iswrittenbyanAIapplication,Iamlesslikelytotrustit

It’shardtotellwhat imagesarerealorfake/createdusingAI

It’shardtotellwhatinformationisrealorfake

AIfortheages

ThinkingaboutsocialmediacontentgeneratedbyAI,

rateyouragreementwiththefollowingstatements

GenerationZ

Millennials

GenerationX

Babyboomers

20%

22%

28%

33%

21%

22%

27%

17%

19%

22%

21%

14%

15%

20%

19%

Response=Stronglyagree

Sample:4,420respondents(filteredtothosewhostronglyagree)

Source:HootsuiteSocialTrends2024ConsumerSurvey

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Authenticity冒AI

It’sinevitable:AIwillbecomeubiquitous

onsocial.Andit’scompletelyfairforsocial

marketerstouseatoolthatmakestheirlifeeasier.Scalingbackonitsusenowwouldbelikerevertingfromcomputerstotypewriters.

Tothriveinthisnewenvironment,marketers

andbrandsneedtomovebeyonddefining

“real”and“authentic”basedonwhether

somethingwascreatedexclusivelybyahuman.Likeitornotwe’reallcyborgsnow,atleastat

work.Whetherwe’reusingAIasabrainstorm-ingpartner,lettingitfinishoursentencesfor

us,pretendingitdoesn’texist,or(morelikely)

amixoftheabove,thisgenieisoutofthebottle.

In2024,themostsuccessfulbrandswill

redefine“authenticity.”It’snotaboutwho

(orwhat)createsyourcontentanymore;

it’saboutthebrandexperienceyourcontentcreatesforthecustomer.

Doesitfeelright?Doesitreinforcethebrand?Doesitwork?Getthoserightandyoucan

dismissquestionsaboutwhetherabotmadeitwithashrug.

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Thetrend

inaction

CrodadiscoverstheartandscienceofAI

Drivenbyitspurposetouse“Smartscienceto

improvelives,?”

Croda

combinesitsknowledge,passion,andentrepreneurialspirittocreate,

make,andsellspecialtyingredientsthatarereliedonbyindustriesandconsumersaroundtheworld.Itssocialmediaaudienceismostlyscientistsandchemists—acommunitythat

valuesinnovationandisopentoexploringemergingtechnologieslikeAI.

SowhenChatGPTbecamewidelyavailablein2022,AshleySidi,digitalmarketingleadatCroda,immediatelysawanopportunity.

“Ifwe’renotusingAI,othercompanieswill,”

saysSidi.“Thisisgoingtobethenextbig

thing—andwehavetoevolvewiththis

transformativetechnologytostaycompetitiveintheevolvingbusinesslandscape.”

SidisetouttochampionAIwithinthecompany.

It’snowusednotonlyforsocialmediaandmarketing,butalsoforsales,product

development,andmore.

Withmarketerswhoareprimarilychemistsandnointernaldesignteam,creatingprofessional-lookingsocialimageshasbeenachallengeforCroda.ThisisoneaspectofthejobSidiplanstodelegatetoAI.

Thinkofitashavingapersonalvirtualassistant.Ifyouuseitinthismanner,itwillbeeffective.However,it’simportanttosprinkleintherealstuff.Maintainingahealthybalance

betweentechnologyandauthenticityiskey.

AshleySidi

DigitalMarketingLead,Croda

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“Basicdesignelements,likemakingsurethattextisn’trunningofftothecorner,resizing

images,colorconsistency:Itsoundslikelittlethings,butitreallydoesmakeyourbrandlookprofessional,”shesays.“IthinkAIisgoingto

helpquiteabitinthedesignspace.”

Inadditiontocreatingconsistencyandimprov-ingthequalityofsocialmediaimages,Croda’smarketingteamalsousesAIforbrainstormingcontentideasanddraftingsocialmediacaptions.

TomakesureCrodaissetupforsuccess,Sidi

collaboratedwithITandotherteamswithinthe

organizationtoputAIpoliciesinplace.Nowthe

companyhasclearguidelinesforsecurelyusing

AIacrossdifferentdepartments.

Themarketingteamalsohasanapprovals

processinplacesoeverybitofAIcontentis

fact-checkedandgreenlitbeforeit’sposted

onsocial—apriorityamongtheirfact-loving,

data-drivencommunity.

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15

Masteryourtargetmarketon

socialmediawithour

in-depthguide

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Recommendations

1

Knowyouraudience

andhowtheyfeelaboutAI

It’stimelessadviceforareason:Knowyouraudience.

AdeepunderstandingofwhoyouraudienceisonsocialwillbeessentialforusingAIintherightwaysthisyear.

Don’tstopatbasicdemographics.Whoarethey?Whatdotheylike?Howdotheyfeelaboutwhattheyseeonsocialmedia?

Otherdatapointsyoucanlearnaboutyouraudienceinclude:

LocationInterestsStageoflife

LanguageChallengesBuyinghabits

Thesecanhelpyougatherinsightsonwhetherotherfactorssuchasculture,geography,orinterestshaveinfluenceontheirperceptionofAI.Asabonus,you’llalsobeabletofine-tunetherestofyourcontenttotheirlikesandneeds.

PROTIP

PROTIP

Usethebots

Brainstormingideas

organizingyour

thoughts

Givingcontent

suggestions

Writingfirstdrafts

forcaptions

Suggestingimages

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2iteto

helpbuildrelationships

AImakesagreatassistant—butyoustillhavetoruntheshow.

It’suptoyoutodelegatewhichaspectsofthejobAIcansupport,andwhichaspectsneedamoredelicatehand(andnuancedbrain,tbh).Afterall,youraudience’strustisontheline.

AsAIgetsmoresophisticated,itmaybecometemptingtopassoffAIworkasyours.Butremember:Socialrelationshipsarebuiltontrust.Leadingaudiencestobelievethatthecontentthey’reinteractingwithishumanwhenit’snotisaquickwaytobreakthattrust.Nottomention,itcouldcreateseriousdamageforabrandifit’severbroughttolight.

(Andifanyofyouthoughttoyourselvesjustnow,“Butthey’llneverknow,”youjustmadeowlyreally,reallysad.)

PlayaroundwithsocialmediaAI

that’sseriouslyeasytouse

Instantlygeneratecaptionsandgetpostideas—

fast—foreverynetworkwith

owlyWriterAI

Delegatetasks

withthischeatsheet

Keepithuman

Creatingacontent

strategyforsocial

Editingandrefiningcaptions

Ensuringimagesandpostsareuptobrandstandards

Interactinginthe

commentssection

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CreateAIpractices

3

policiesandbestforsocialmedia

Nothing’sworsethananemployeegoingrogueand

postingtheirAI-generated“masterpiece”onthecompanyInstagramaccount.OrabefuddledcustomerraginginyourDMsbecauseyourtone-deafchatbot“handled”theissue.

Butifyouhaverulesandregulationsinplacetoguide

yourorganization’suseofAI,thesepotentialnightmares

canbeavoided.

Makingsureyourteamandorganizationarealignedwill

helpyouuseAIsafelyandeffectively.

Step

-by-stepguide

tocreatinganAIpolicy

Step1:Loopinthewiderorganization

GetIT’sinputtoidentifysecurityissues

AskforLegal’sadviceontheuseofimagesonvariousplatforms

0Determinewhetheryou’reallowedtofeedproprietarydataintotheprogramoruseAI’shelpwithconfidentialinformation

Step2:DefineAI’sscopeinyourwork

Willyoulimititsroletoideagenerationandbrainstormingfornow?

Willyouuseitforwritingandgeneratingimages?

0Willyouuseittointeractwithcustomers?

Step3:CreateanAIstyleguideforsocial

0Includenotesfortoneofvoiceandphotographyorillustrationstyles

Addtipsforeffectiveprompts

0Sharewithallinternalandexternalcontentcreatorssoyoursocialcontentisconsistentacrossallchannels

17

Strategic

brands

champion

platforms

committotheir

Strappedfortimeandresources,

organizationsstopstretchingthemselves

thinanddoubledownonthesocial

platformsthatgetresults.

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Themulti-platform

predicament

Bewhereyouraudienceis,theysaid.

Butwhenyouraudienceiseverywhere,that’satallorder—andtheaveragesocialmediauserlogsintoabout

seven

platforms

eachmonth.Seven.

Forbrands,maintainingapresenceonjustonesocial

networkishardenough,letalonemany.Andmaintainingisthebaseline.Doingitwellisawholeotherstory.

Infact,thisissuchachallengefororganizations,it’s

emergedasthetopROIconcernforsocialmedia—eventrumpingissuesthathavetodowithmeasuringsuccess(someofsocial’smosttalked-aboutstruggles).

Timeorbudgetinvestmenttomaintainapresenceonmultiplesocialplatforms

Uncertaintyabouttheaccuracyofcampaignsuccessmetrics

Uncertaintyabout theattributionofcampaignsuccess

Unsatisfactoryconnectionbetweensocialmetricsandbusinessmetrics

Uncertaintyaboutthesocialmediastrategy

Risingcosts

Highcosts

Unsatisfactoryshort-termimpactforcampaigns

Unsatisfactorylonger-termimpactforcampaigns

OrgsfeartheROIimpact

ofbeingonsomanyplatforms

Whichofthefollowingissuesdoyouthinkcontributetoyourorganization’sconcernaboutreturnoninvestmentforsocialmediaactivities?

52%

35%

34%

33%

31%

25%

19%

18%

14%

Sample:4,281respondentsSource:HootsuiteSocialTrends2024Survey

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Mostsocialmarketerscouldtalkyourearoffaboutwhyittakessomuchtimeandenergytobeactive—andthrive—onseveralsocial

medianetworks.

Oneofthebiggestfactors:Howimportantit’s

becometotailorsocialcontenttoeachnetwork.(Cross-postingjustdoesn’tcutitanymore,sadly.)Differentchannelshavedifferentaudiences,

lingo,trends,andhashtags,nottomentionwordcountsandimagespecs.Brandpoststhat

mimicthecontentandformatsofindividualplatformsmakeforabetteruserexperience—andlessannoyedcustomers.

Usersalsohavedifferentreasonsforbeingon

eachplatform—Facebookforconnectingwith

friendsandfamily,TikTokforbeingentertained,Instagramforexploringinterests,andTwitter/Xforgettingnewsandeventupdates,forexample.

Thedifferencesbetweenplatforms—andtheamountofworkittakestocatertothemall—

areenoughtomakesocialmarketers’heads

spin.Nowonder66%ofthemsaytheyhavetoomuchtodo,accordingtoour

2023SocialMedia

ManagementCareerSurvey

.

Socialmarketersareresponsiblefordevelopingstrategies,creatingcontent,trackinganalytics,executingads,respondingtocomments,

schedulingposts,andsooooooomuchmore—andthat’sbeforeconsideringthateachofthosetaskshavetogetdoneformultiplechannels.

It’salsobeforetakingintoaccounttheconstantplatformchangesthatsocialprosareexpectedtostayontopof.Today,networksreleasenewuserandadvertisingfeaturessooftenthatmorethanhalf(58%)ofmarketerssayit’sdifficulttokeepup.

Thegoodnews?Socialmarketersaren’tthe

onlyoneswhofeelthepressuresofhavingtodealwithmultipleplatforms.Companyleadersarefinallystartingtocluein,recognizingtheimpactthisishavingontheirbusiness.

58%

ofmarketerssay

thepaceatwhich networksrelease newuserandadvertisingfeatures

makesithardtokeepup

Source:HootsuiteSocialTrends2024Survey

21

Sample:3,891respondents

Source:HootsuiteSocialTrends2024Survey

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Platformprioritiesareshifting

Historically,whenorganizationsfeltiffyabouthowa

platformwascontributingtotheirsocialandbusiness

goals,theydidn’tdomuchaboutit.

Socialmarketerswouldoverextendthemselvestryingtodoeverything,everywhere,allatonce,anddraintime,money,andresourceswhiletheywereatit.Thiswasalltoocommon,andyet,nothingwouldeverchange.(Redflagalert!)Even

thoughthisresultedinlousycontent,poorsocialmedia

performance,andburntoutstaff,itwasstillconsideredlessofariskthanscalingbackonplatformefforts.Sothey

(foolishly)stuckitout.

Butnow,organizationsarestartingtostrayfromthiswayofthinking.Instead,they’reacknowledgingtheproblemsandtakingstepstoturnthingsaround.Ourdatarevealsthat

they’regettingseriousaboutunderstandingwhichplatformsworkforthemandwhichonesdon’t—andROIconfidence

helpsthemdecide.

LinkedIn

Instagram

WhatsApp

Facebook

BeReal

YouTube

TikTok

Snapchat

Reddit

Pinterest

Twitter/X

Threads

Brandsaremostconfidentin

LinkedIn,Instagram,andWhatsApp

Howconfidentareyouthateachofthefollowingsocialplatformsdeliversapositivereturnoninvestmentforyourorganization?

Con?dent

NotCon?dent

70%

30%

68%

32%

66%

34%

62%

38%

60%

40%

52%

48%

50%

50%

45%

55%

43%

57%

36%

64%

30%

70%

84%

16%

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TheplatformsthatdrivethemostROIconfidencearen’tnecessarilythemostwidelyused,andviceversa.TakeWhatsApp,forexample.Only14%of

organizationshaveapresenceontheinstant

messagingapp,butalmosttwo-thirdsofthemfeelstronglythatitbenefitstheirbusiness.So

therearen’ttoomanywhouseit,butthosewhodo,feeltheygetalotoutofit.

Conversely,themajorityofbrandsareon

Twitter/X,butonly30%thinkitdrivesvalue—

whichisa23%decreasefromlastyearandmightexplaintheplatform’s7%dropinbranduse.

SowehavesomespeculationsaboutTwitter/X,butwhyarebrandsshiftingtheirstrategiesawayfromPinterest(down11%)andWhatsApp(downaneye-popping18%)?Theydidn’ttellus—and

thesenumbersdon’tdovetailneatlywithoverallROIconfidencefortheseplatforms.Whatwedoknowisthatwhatevertheirreasons,organiza-tionsaremorewillingthanevertosaybuh-byetoplatformsandstrategiesthataren’tmeetingtheirdefinitionofROI.They’refinallyprioritizingtheirownplatform-by-platformROIscoresandmakingbusinessdecisionsaccordingly.

MostorgshaveapresenceonFacebook,Instagram,andLinkedIn

Whichsocialmediaplatformsdoesyourorganizationcurrentlyuse?

91%86%80%66%62%29%19%16%14%5%4%1%

Sample:4,281respondents

Source:HootsuiteSocialTrends2024Survey

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Novalue,nopoint:

Brandsleavesomeof

thesocialplatformgiants

Changeinplatformuseforbusinessesfrom2022to2023

+16%

+5%

+1%

+0%

+0%

-1%

-7%

-11%

-18%

Samples:3,891respondents(2024),9,422respondents(2023)

Sources:HootsuiteSocialTrends2024Survey,HootsuiteSocialTrends2023Survey

Zeroinginontheplatformsthatwork

It’seasytofallintoapatternoffollowingsocial

mediaindustrynorms.Butindustrynormsdon’tconsidertheuniquegoals,growthstrategies,

KPIs,andcustomersofyourorganization.

That’swhyit’ssoimportanttotakeastep

back,challengeyourownassumptionsabouttheplatformsyou’reon,andthinkabout

what’sbestforyourbusiness.

Thekeyisbeingabletodefydistractionsthat

preventyoufrommakingsmartdecisionsaboutyourchannels.Keepingupwithwhatyour

competitorsaredoingandexperimentingwithshinynewfeaturesorentirelynewplatformsisanessentialpartofasocialmarketer’sjob,butnotattheexpenseofdrivingrealbusinessvaluefromsocial.

In2024,strategicorganizationswillpush

backagainstunjustifiedexpectationstodoeverythingoneveryplatform.They’llunlocktheirtop-performingchannelsbasedonROI,andfocustheirattentiononthose—andonlythose.Ifthey’rereallyconfident(andbrave),theymightevenabandononeortwo

altogether.

Thiswillgivesocialmarketersmoretimewiththeplatformsthatmakethecut—timetounderstandtheiraudiences,experimentwithcontenttoseewhatresonates,stayontopoftrendsand

algorithms,andgetuptospeedwithallthe

features.Becausemasteringafewkeyplatformsissurelybetterthanbeingso-soatmany.

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24

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iSharesbyBlackRockembraces

millennialandGenZplatforms

Ifyou’retryingtoreachabrandnewaudience,youcanstartbychuckingyourbusiness-as-

usualeffortsoutthewindow.

Keentocaptureanewgenerationofpotentialinvestors,exchange-tradedfund(ETF)company

iSharesbyBlackRock

didjustthat—andmaderesearchtheirfirstpriority(asitshouldbe).

Tokickoffthedevelopmentoftheir

newsocial

andcontentstrategies

,theytookadeepdiveintothedemographics,interests,behaviors,

andfinancialliteracyofmillennialandGenZinvestors.Andthatanalysishelpedidentifythebestplatformstoreachthem—Instagram,

Twitter/X,LinkedIn,Reddit,andTikTok.

Italsogavetheminsightsintowhattypesof

contentwouldresonate.Knowingthatever