2024 Trends, and Comparisons to 2023
As we navigate through 2024 with us already passing the halfway mark of the year, the social media landscape continues to shift, presenting both challenges and opportunities for brands and content creators. Let’s delve into the current trends across major platforms and explore what they mean for your digital strategy.
Facebook: The Reign of Reels
Facebook’s traditional posts are experiencing a decline in engagement, but there’s a silver lining – Reels. This short-form video content is proving to be a powerful tool for capturing user attention. While overall engagement on the platform may be waning, Reels are showing positive growth across all metrics. This trend suggests that Facebook users are increasingly drawn to quick, dynamic content, mirroring the preferences seen on other platforms.
X/Twitter: Quality over Quantity
The platform formerly known as Twitter is seeing an interesting shift. While engagement rates have dropped significantly, impressions have skyrocketed; this paradox suggests that users might be posting less frequently, but the content shared is reaching a much wider audience. For brands and influencers, this means focusing on creating high-quality, shareable content rather than flooding the platform with frequent updates.
TikTok: Viewership Grows, But Engagement Lags
TikTok continues to be a powerhouse for video content, with substantial growth in views, however is seeing a decrease in engagement rates at the same time. This trend indicates that while TikTok’s audience is expanding, users might be adopting more passive viewing habits. For content creators, this means working harder to create truly engaging content that encourages active participation.
Instagram: The Reels Revolution Continues
Much like its sister platform Facebook, Instagram is seeing a decline in engagement for traditional posts, while Reels continue to perform strongly. This reinforces the growing preference for short-form video content across social media, with the advice being that brands and influencers should prioritise creating engaging Reels to maximise their reach and engagement on Instagram.
LinkedIn: The Rising Star of Social Media
LinkedIn is showing impressive growth across all metrics, standing out as a platform with increasing user engagement. This surge suggests that both individuals and businesses are finding more value in the professional networking site, therefore B2B marketers and professionals looking to build their personal brand should look to LinkedIn as a golden opportunity for increased visibility and engagement.
YouTube: From Viewing to Interacting
Interestingly, YouTube is evolving from a passive viewing platform to a more interactive social space, with it finally being recognised as a social media platform in its own right. While engagement rates have slightly decreased, both views and interactions are up, with this shift indicating that users are not only watching more videos but also engaging more with the content through comments, likes, and shares. Content creators should focus on fostering this engagement by creating content that encourages viewer interaction.
Key Takeaways and Strategies
1. Embrace short-form video: The success of Reels across platforms underscores the importance of incorporating short, engaging video content into your strategy.
2. Quality over quantity: Especially on platforms like X/Twitter, focus on creating high-quality, shareable content rather than frequent posts.
3. Encourage active engagement: With passive viewing on the rise, particularly on TikTok, strive to create content that prompts user interaction.
4. Don’t neglect LinkedIn: Its growing engagement rates make it an increasingly valuable platform for professional networking and B2B marketing.
5. Foster community on YouTube: Capitalise on YouTube’s evolution by creating content that encourages viewer interaction and community building.
As we progress through the year, it’s clear that adapting to these trends will be crucial for maintaining and growing your social media presence. The key lies in understanding your audience’s preferences on each platform and tailoring your content strategy accordingly.
Remember, social media is always evolving, and staying ahead of these trends can give you a significant advantage in reaching and engaging your target audience. Keep experimenting, analysing your results, and refining your approach to make the most of the ever-changing social media landscape.
If you want to learn more about social media and what The Plattform can do for your business, please contact us.
Statistics from a 2023 Study conducted by Metricool, in comparison with a 2024 Study of Social Media results
For those who love the numbers, here’s a breakdown of the key social media statistics from 2023 to 2024. These figures illustrate the trends we’ve discussed and provide a clear picture of the shifting social media landscape:
Facebook:
Posts:
– Engagement: -5.31%
– Interactions: +9.25%
– Impressions: -4.03%
Reels:
– Engagement: +4.83%
– Interactions: +0.12%
– Impressions: +0.99%
X/Twitter:
– Engagement: -38.05%
– Interactions: +8.85%
– Impressions: +98.24%
TikTok:
– Views: +26.69%
– Interactions: +1.82%
– Engagement: -19.58%
Instagram:
Posts:
– Engagement: -4.30%
– Interactions: +0.86%
– Impressions: +5.50%
Reels:
– Impressions/Views: +0.86%
– Interactions: -0.10%
– Engagement: +0.84%
LinkedIn:
– Impressions: +16.49%
– Interactions: +50.57%
– Engagement: +29.37%
YouTube:
– Views: +14.90%
– Interactions: +12.38%
– Engagement: -2.52%
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