Social Media Trends Report 2024

HubSpot has published a report on how people engage across social media platforms personally and professionally- Global Social Media Trends Report for 2024.

Curious to find out how do you as marketers in the multifamily industry compare with your peers in other industries?

We’re thrilled to announce that Jacqui Malis Becker, Product Manager, Social Media Integrations, HubSpot, will present key findings of this report as well as share the unique insights she has gathered about the social space over the years. As a Product Manager at HubSpot, Jacqui leads agile teams to deliver impactful and user-centric software solutions that help businesses grow and succeed through social media integrations. She is responsible for customer research, agile sprints, defining vision & product strategy, pricing & packaging initiatives. Some of the recent projects she has worked on include deep integrations with LinkedIn, Meta, YouTube, X Corp and openAI, enabling customers to optimize scheduling, monitoring and reporting on social campaigns across their multiple channels.

Excepted Highlights from the Report

Social media has transformed into our main method of communication. We’re living in a social-first, video-forward landscape, and every generation is “perpetually online.”  In the recent past, the professional journey of learning something new or finding a new product started with a Google search. And personally, sharing a funny meme or new restaurant between friends happened via text. Now, people go right to social media for everything. They look to their favorite creators first for inspiration, advice, and recommendations.

The digital landscape is bustling, but crowded. Brands need to break the mold to stand out.

 Key Findings and Trends in the Report

• It’s a creator’s world, we’re just scrolling in it
  

  This year, YouTube surpassed Facebook and Instagram in popularity among social audiences. And based on HubSpot’s recent consumer trends survey, around 1 in 5 people consider themselves creators. More and more, people look to their friends and trusted influencers on social media to guide their decisions, whether that decision is professional, like which AI email assistant to use, or personal, like which electric car to buy.

• How marketers are connecting with the community and uncover the business value of social
• Top social media platforms in 2024
• Where, when, and how brands are investing in social
• Best times to post on social by channel

Some of the fundamental challenges of social media marketing remain year after year, like the task of creating engaging content. This year, marketers are looking to keep up with algorithm and feature updates and find new ideas for content, and they’re a bit less interested in directly generating leads from social media than they were last year. In a time where budgets are tight and every marketing dollar needs to show value, nearly 60% of social media marketers find it somewhat or very easy to tie social media campaigns to business outcomes, but almost 20% find it somewhat or very hard.

• Social media marketing budgets and metrics
  What are the primary metrics you use to measure social media marketing success?
• Fostering active brand social media communities is driving engagement and loyalty.
  

  Building an online community isn’t the same as just posting on social media. The expectation for social media marketers in 2024 is to become much more involved, meaning less posting just to appear “active on socials,” and more meaningful, reciprocal, community-focused interactions.

• Short-form video keeps on delivering ROI and engagement.
  

  Of all the content formats, short-form video has been consistently effective for social media marketers over the past few years. Short-form video lends itself to jumping on trends and aiming for a goal of engagement, not sales or revenue.

• Audiences are connecting with relatable, authentic content that shows brand value.
• Memes and funny posts are outperforming highly-produced, product-focused content.
• Having a strong brand identity and voice on social, and promoting individual creators’ voices, is becoming more important.
• Predictions for the future of social media marketing
  

  In the year ahead, social media marketers plan to invest the most in YouTube, Facebook, Instagram, and TikTok, and they’ll create more funny, relatable, behind-the-scenes content. Across industries, brands are seeing strong results from investing in social and recognize that social media is extremely important to business growth.

Meet Jacqui in person in Napa and don’t miss out on our early bird rate- register here,