2024 Social Trends Report V4 from Later.com

Social Trends Report 2024 1
Global Social
Media Trends
Report
2024
A look into how people engage across social
media platforms personally and professionally.

FOREWORD
Keep it real and jump on it
PLATFORMS
Top social media platforms
in 2024
GOALS, CHALLENGES, AND OPPS
Where, when, & how brands are
investing in social
INTRODUCTION
It’s a creator’s world, we’re just
scrolling in it
STRATEGY
Social media marketing
budgets and metrics
SOCIAL TREND #2
Social media marketers are
using AI tools to create more
effective content
SOCIAL TREND #3
Consumers have fully
embraced social media
shopping
SOCIAL TREND #1
Brands taking big creative
swings are seeing the payoff,
big time
SOCIAL TREND #4
Consumers primarily do
research via social media and
video, not search engines
SOCIAL TREND #8
Audiences are connecting with
relatable, authentic content
that shows brand values
SOCIAL TREND #6
Social media teams see the
best ROI on YouTube, Facebook,
Instagram, and TikTok
SOCIAL TREND #10
A strong brand identity on social,
and promoting creators’ voices, is
becoming more important
SOCIAL TREND #7
Short-form video keeps on
keepin’ on delivering ROI
and engagement
CLOSING
Predictions for the future
of social media marketing
SOCIAL TREND #5
Fostering active brand social
media communities is driving
engagement and loyalty
SOCIAL TREND #9
Memes and funny posts are
outperforming highly-produced,
product-focused posts
What’s inside
Go to section 03 04 06 08
13 15 17 19
21 23 26 28
30 32 34 36
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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” (just check
your screen time reports). 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.
This past year at HubSpot, we pulled off one of the most creative social marketing campaigns
of my career in partnership with Alex Lieberman, co-founder at Morning Brew. Instead of
paying for an ad at the NCAA Football Championship, Alex challenged any brand to sponsor
him and his friends to attend the game in a prime TV spot, wearing costumes as a “walking
billboard”. He predicted they’d get better results promoting the brand to his 500K+ social
followers, Morning Brew’s audience of over 2M, and NCAAF fans. With four days to make it
happen, we went for it, scrambling to get approvals (and shirts) together in time. The result?
Millions of organic brand impressions and buzz for months. Like The Sugarhill Gang says,
sometimes you’ve just got to jump on it.
Today’s consumers want to support brands they can connect with and believe in. To find out
this year’s trends and expectations for social, we surveyed over 1,500 brand social media
marketers. We’re seeing that the content that gets the most engagement is authentic and
elicits an emotional response. In a time when content is more accessible to create with AI, the
most original, personalized, valuable posts are winning.
Keep it real
and jump on it
FOREWORD
BRYNA CORCORAN
Director of Global Brand Social Media,
HubSpot
3
Social Trends Report 2024

This year, YouTube surpassed Facebook and Instagram in popularity among social audiences.
And based on our 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.
Recently, tech YouTuber Marques Brownlee, (who Morning Brew recently pointed out has more
subscribers than the New York Times, Washington Post, Wall Street Journal, and USA Today
combined) reviewed a new electric vehicle and called it “the worst car he’d ever reviewed.” Since
the video came out, it’s garnered more than 4M views, and the company’s stock has dropped by
50%. The power of the creator economy is incredibly strong. As consumers shop directly through
social media, their decisions are being funneled through the influencers they follow and the
communities they’re part of.
To help support brands’ social media strategy in the year ahead, we surveyed 1,500+ social
media marketers around the world in January 2024. Here are the findings from our research
along with social campaign examples from leading brands, insights from social media experts,
and actionable strategies.
It’s a creator’s world,
we’re just scrolling in it
INTRODUCTION
4

Connect with your community &
uncover the business value of social
Get to know your audience deeply and publish social content from the same place you build campaigns and capture customer
data. With keyword monitoring and automation, you can take the most manual, tedious parts of social off your team’s hands.
Come up with fresh, new ideas for social media.
Brainstorm with our content idea generator or ask
ChatSpot which posts and channels are performing best.
Build and publish social media campaigns in minutes.
Create and share engaging social media content with our AI
social caption generator and content scheduling tools.
Simplify and automate social media management.
Cut down on manual social media tasks and spend more
time connecting with your community.
Report on social media marketing ROI with
out-of-the-box and custom reports.
Empower your team with accessible analytics and social media
reporting tools that surface the metrics you care about.
Try HubSpot Social Media Tools

Facebook Instagram YouTube LinkedIn X/Twitter TikTok Pinterest Snapchat Threads
Reddit
55%
50% 48%
38%
30%
23%
19% 18%
10% 9%
65%
53%
61%
31%
31% 39%
16% 18%
12%
8%
Which social platforms does your brand use (top 10)? B2B B2C
This year, YouTube took over as the most effective social media platform for brands
— growing by 79% year over year and overtaking juggernauts Instagram and
Facebook. While short-form video continues to deliver strong ROI, long-form videos
and ongoing YouTube series are becoming more sustainable mediums for growth.
YouTube has emerged as one of the top places for consumer engagement, gaining
interest in parallel to the rise in popularity of creators. Where audiences go, brands
go, too. And today, they’re on YouTube and TikTok.
Top social media platforms in 2024
PLATFORMS
Over the past few years, Twitter/X has lost interest, but Threads hasn’t exactly grown
to replace it yet. In addition to being active on the platforms listed here, about one
in five social media marketers report using Pinterest and Snapchat, and about one in
ten use Reddit and Threads.
As social platforms gain and lose favor, brands need to be agile when it comes to
social media, particularly for channels that they depend on for revenue. In the U.S.,
there’s a growing political movement to ban TikTok — so social media marketers need
to be prepared with a plan to pivot if that happens.

ROI follows engagement, and
marketers feel that YouTube,
Instagram, and Facebook all have
the best audience participation on
social. Companies are investing in
their own media brands and building
content specific to each format.
For example, the Headspace
YouTube channel has almost
700K subscribers, and the team
uses playlists to target different
audiences.
On their page, you’ll find “The Mindful Adventures of Unicorn Island” for kids and “Get
Some Sleep” for those who need help getting rest. They’ve partnered with Star Wars on
a themed kids playlist, and have curated meditation and music collections for studying,
focus, emergencies, and other challenging life situations.
By catering to all the different types of people seeking out meditation, then further
guiding visitors by what they’re trying to solve, Headspace is strengthening their
community and providing a safe, comforting space online for their users.
Kickstart your brand’s YouTube marketing
strategy with a step-by-step guide
YouTube
Instagram
Facebook
TikTok
X/Twitter
Which platform has the most engagement for your brand?
23%
23%
22%
13%
7%

Strategic social media marketing can turn brands into household names or
10X sales overnight. This past year, user-driven social media content brought
Stanley, a 100+ year-old brand, into the spotlight, seemingly out of nowhere.
Three women creators, Ashley LeSueur, Taylor Cannon, and Lindley Hutchinson
helped convince the Stanley team to pivot from campaigns geared towards
male outdoor enthusiasts to busy women that wanted sturdy, high-quality
products, like their followers. They ran a test and sold 5,000 units within days,
proving the potential and getting the Stanley marketing team on board. By
marketing to a new audience, embracing an emerging user base, and leaning
into a new way of shopping, Stanley grew from a steady $70M in annual
revenue to an explosive $750M in just a few years.
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.
Where, when, & how brands
are investing in social
GOALS, CHALLENGES, AND OPPORTUNITIES
Creating engaging content
Keeping up with features and algorithm updates
Finding ideas for new content
Reaching your target audience
Creating content that generates leads
What are the biggest social media challenges
you expect to face in 2024 (top 6)?
17%
16%
16%
15%
14%
Keeping up with new trends
14%
of social media
marketers report that
social media marketing
was effective for their
brand in 2023.
82%

Solo Stove and Snoop Dogg’s partnership stirred up a debate among
marketers. While the catchy campaign “I’m done with smoke. I’m going
smokeless.” earned itself a spot in AdWeek’s “Top 40 Ads of 2023”
and drove billions of media impressions, but many wondered — what
about sales? Others countered, is revenue the right goal for a brand
awareness campaign?
Measuring the impact of social media campaigns relies on:
Setting a clear goal.
Measuring the metrics that most align with the goal.
Gathering and analyzing brand sentiment data, revenue data, and
customer data for a set amount of time following the campaign.
For brands starting out with creator partnerships and investing
in creative social media campaigns, try an iterative approach.
Test a pilot campaign with a smaller budget and audience,
then roll out a larger campaign using the results.
What does “success” look like for
a social media marketing campaign?
Learn how the experts measure
social media marketing ROI
1
2
3

Social media has taken over as consumers’ preferred way to
search and shop. Both B2B and B2C brands are paying for
ads on social, where they can easily track sales and optimize
messaging based on real-time data. According to social
media marketers, YouTube and Facebook have the best
audience targeting tools for brands.
And in 2024, eight in ten social media marketers plan to use
AI tools in their social strategy. The main ways they intend to
use AI are to create social content faster and create content
that’s more tailored to their target audience.
Opportunities for brands to
revitalize their social channels in 2024
YouTube
Facebook
Instagram
TikTok
X/Twitter
Which social media advertising platform has
the best audience targeting tools (top 5)?
27%
26%
19%
12%
6%
of social media marketers
said that social search is
important to their overall
social strategy.
86%
of social media
marketers report that
their company buys paid
ads on social media.
68%
of social media marketers plan to use AI
tools in their social strategy in 2024.
80%
10

YouTube 6-9 PM
Social media marketing goals in 2023 vs. 2024
Best times to post on social by channel
TikTok
Instagram
Facebook
1
2
3
4
5
2023 2024
Increasing engagement
Increasing brand awareness + reaching new audiences
Growing your community or following on social media
Driving traffic to your website
Increasing overall revenue + sales
Increasing brand awareness + reaching new audiences
Driving traffic to your website
Increasing overall revenue + sales
Getting a better understanding of your customers and their needs
Fostering relationships with your customers and increasing brand loyalty
12-3 PM
12-3 PM or 6-9 PM
6-9 PM
X/Twitter 12-3 PM LinkedIn 3-6 PM

Last year, 78% of B2B marketers felt that social media marketing was effective
for their brand, compared to 84% of B2C marketers. The social platform
with the best ROI for B2B marketers was Facebook, but for B2C marketers it
was YouTube. And B2B marketers reported seeing the most engagement on
Instagram, whereas B2C teams said YouTube.
B2C marketers are more likely to use paid ads on social media, with 72%
reporting their brand invests in social ads, versus 59% of B2B marketers.
This year, we predict that B2B brands will take even more inspiration from
B2C brands, playing into the blurring lines between scrolling and shopping.
B2B vs. B2C social media strategy differences
Which social media platforms does your company use?
1
2
3
4
5
B2B B2C
TikTok
Instagram
Instagram
YouTube
YouTube
LinkedIn
Facebook Facebook
X/Twitter X/Twitter
Emotional and creative ads used
to feel taboo for B2B. I’m excited
to see that more and more
companies are realizing why
rational isn’t always the only lane.
YAEL MILLER
Director of Content & Creative Marketing,
monday.com

More than 80% of surveyed social media marketers said their social efforts were successful
in 2023, and 89% of respondents said they expect their social media budget to stay the same
or increase in 2024. In the HubSpot State of Marketing Report, two of the top five channels
resulting in ROI were on social media — social media shopping and paid social media ads.
How is your social media budget allocated?
(From managers+)
How do you expect your social media
marketing budget to change in 2024?
Social media marketing
budgets and metrics
STRATEGY
Increase
Decrease
Stay the
same
54.5%
11.9%
33.7%
27%
18%
22%
16% 16%
Creating organic
content
Influencer/
creator
partnerships
Creating paid
content
Community
management/
engagement
Promotions/
contests/
giveaways
13

On marketing teams, this year’s overarching goals
include driving revenue and sales, improving brand
awareness, reaching new audiences, and increasing
engagement. These translate pretty closely to what
social media teams are looking at to determine
success. Social media is becoming even more of
an integral part of go-to-market (GTM) strategy,
showing up as an influence in sales, marketing, and
service processes.
As many industries, particularly tech, have
experienced a slowdown over the past few years,
companies are looking to double down on the
strategies they know will deliver, like social media,
and find ways to execute them more efficiently.
With a rising demand for lean growth
channels, brands are turning to social
for measurable, scalable sales Overall sales/revenue
Traffic to your website
Impressions/views
Sales directly within social media platforms
Likes/comments
Lead generation
What are the primary metrics you use to
measure social media marketing success?
29%
29%
26%
25%
22%
22%
Brand sentiment
Brand mentions/hashtags
22%
22%

Key stats
of marketers rate long-form
videos as having average or
high ROI.
of marketers rate ephemeral,
temporary content like IG
stories and polls as having
average or high ROI.
of marketers rate interviews,
podcasts, and expert
discussions as having average
or high ROI.
of marketers rate virtual reality
(VR) + augmented reality (AR)
content as having average or
high ROI.
95%
96%
96%
96%
The Super Bowl is like the Oscars for marketers and
advertisers. We live for the ads, the conversations, and
the creativity — and we take note of the brands that
commit to the bit. But many companies are realizing that
they don’t need to wait for the big game to develop rich
media channels like long-form video series and podcasts
and build loyalty with their audiences through art and
creative content.
Brands taking big
creative swings
are seeing the
payoff, big time
SOCIAL TREND #1

e.l.f cosmetics brought together some
of the hottest celebs and influencers
for a social ad that mimicked the
style of the popular show “Jury Duty”,
generating millions of views. Their
social strategy is reactive, influencer-
heavy, and aligns with their target
audience — makeup junkies.
e.l.f has grown on social media by knowing
their audience. It’s how they gained traction as
an affordable, but well-made, makeup brand
notorious for being one of the best options to
grab from a drug store. They run challenges,
partner with makeup artists, and have even
invested in their own original music for a new
TikTok dance.
To win with big creative campaigns:
Clearly identify not just your target
audience, but how they engage online and
what they care about.
Build a process for executing on creative
ideas (within brand guidelines) — FAST.
Set the right goals for brand campaigns
and measure success accordingly.
Brand spotlight Actionable tips
EKTA CHOPRA
Chief Digital Officer, e.l.f
We are where Gen Z is,
and we don’t just show
up, we show up bold…We
are very good at looking
for signals and jumping in
— we don’t wait, we don’t
dwell, we don’t have a lot
of red tape.
1
2
3
Explore our favorite creative
marketing campaigns of 2023

AI tools have quickly become some of marketers’ favorite things,
helping them work smarter and find more time for creativity.
And marketers who say their social media strategy was effective
in 2023 are 185% more likely to use generative AI tools to make
social media content.
Social media
marketers are
using AI tools
to create more
effective content
SOCIAL TREND #2
Key stats
use AI tools.
of social media marketers say
using AI tools will be crucial
to a successful social media
strategy in 2024.
of marketers using generative
AI to create content said it
performed better than content
made without AI.
of marketers are concerned
that creating content with
generative AI can harm their
brand’s reputation.
71%
87%
71%
64%

Databox tries to be at the forefront of every new business
strategy and trend. CEO Pete Caputa encourages the team
to experiment with different solutions and try out different
marketing and sales tactics. They’re completely data-driven,
seeing what’s effective and what their audience wants, and AI
helps them get more content out there that they can test and
iterate on. For Databox, LinkedIn has been a strong channel for
engagement, so they came up with a way to scale.
The most popular ways social media
marketers are using generative AI are:
Getting ideas + inspiration
Writing copy
Repurposing content by adapting it to a
different audience, format, and tone
When it comes to specific types of content, AI is
most commonly used to help social media marketers
create images, build short and long-form videos,
and automatically add captions to videos. Brand
marketing and sales teams can see how AI tools can
make it easier for individuals to turn their thoughts
and perspectives into content that they can easily
share with their audience. Developing creators within
a brand can be far more effective than posting from
the brand page alone.
Empower your team within approved brand
guidelines and following an AI policy to protect
your brand reputation and maintain quality service
and marketing.
We’ve started using ChatGPT to
help our team members write posts
for Linkedin. Writing isn’t easy for
everyone, of course. Plus, English is
a second language for many of our
team members. So, we built a process
to help. Generative AI is only as good
as your prompts, so we developed a
few for our needs.
PETE CAPUTA
CEO, Databox
1
2
3
Try these 190 ChatGPT
prompts for marketers

Social media shopping is up almost 40% year over year and almost half of
Gen Zers and Millennials report buying a product directly on social in the
past three months. TikTok plans to grow the TikTok Shop in the U.S. alone to
$17.5B in 2024, and savvy brands are jumping aboard the social commerce
gravy train.
Marketers feel that Instagram, TikTok, Facebook, and YouTube offer the
highest ROI for social selling and have the best audience targeting tools,
but they are navigating consumer concerns around trust and need to build
strong relationships with their customers and social followers.
One way to build more trust with online shoppers is to keep up diligently with
social commerce. Seven in 10 brands surveyed have an employee who is
responsible for social commerce activities, like maintaining the social shop,
providing customer service through DMs, and engaging with shoppers. By
taking this off the plate of the social media manager, customers get a better
experience, and the brand can reach even wider audiences.
Consumers have
fully embraced social
media shopping
SOCIAL TREND #3
Key stats
social media users bought a
product directly within social
media apps in the past 3 months.
of social media marketers use
social media to sell products
directly within social media apps.
of social media marketers predict
that in 2024, consumers will buy
products from brands directly in
social media apps more often
than from third-party websites
and from brand’s websites.
social media marketers say they
have an employee responsible for
managing social commerce.
1 in 4
52%
84%
7 in 10

The TikTok Shop brings reviews and
social proof directly into the purchasing
experience. For Wyze, a smart camera
startup founded by YouTuber Dave
Crosby and partners, selling their
products on the TikTok Shop and
leveraging user-generated content on
social has helped them reach over $1M
in creator affiliate sales, with one video
alone driving $100K in revenue.
Brand spotlight
We’ve only been on TikTok Shop for
a few months, this feels like ‘internet
shopping in the late 90s’ huge. We’ve
been blown away by early results.
Content-led commerce looks like the
next paradigm shift in online shopping
with TikTok leading the way as the next
big e-commerce platform in the US.
YUN ZHAN, DAVE CROSBY,
AND DONGSHENG SONG
Cofounders, Wyze
In response to changes in how consumers
interact on social media, brands need to
adopt a few key strategies.
Analyze your audience and the
most engaged segments on different
social platforms
Optimize social media content for search.
Invest in creator or influencer partnerships,
and develop internal employee personas.
Set up and improve on social media shop
pages and product listings.
Combine organic content with paid
advertisements that test out messaging
and imagery.
Actionable tips
1
2
3
4
5
See what brands need
to know about social
shopping & social ads
When to use paid vs. organic
content on social media
Paid social
Launching a new product or service
Testing out new messaging
Promoting an influencer partnership
Generating leads or retargeting
customers
Organic social
Educating your audience on
a new concept
Showing behind-the-scenes clips
Building brand awareness
Engaging your followers with
funny/relatable posts

Key stats
consumers will search for brands
on social more than on search
engines in 2024.
of consumers use AI chatbots to
search for answers online.
social search is important to their
overall social media marketing
strategy.
of consumers prefer to use social
media to find answers to what
they’re looking for.
87%
17%
86%
21%
Today, one in four consumers prefer searching for brands on social media
platforms over search engines, and 22% say they search via social more
often than search engines, which is up 47% from early last year. And
almost a third of Gen Zers and Millennials are already using AI chatbots
for everyday research. Consumers want to do their own poking around
and spend some time getting to understand exactly what they need
before paying for a new subscription or product.
The brand research and product discovery process is now closely linked
to influencer reviews, brand videos, and which product is the most
searchable and easiest to buy.
Consumers primarily
do research via social
media and video,
not search engines
SOCIAL TREND #4

FHI Heat, maker of the viral “Unbrush” is nailing their TikTok search strategy,
with video reviews from influencers appearing first when a user searches for
“curly hair brush”. Potential customers can search their almost 20K reviews for
specifics like their curl pattern and feel confident in the brand’s 4.6-star rating
from nearly 250K sales.
Brand spotlight
Here’s what a typical consumer discovery journey looks like today.
Search social media for a problem or even jump
right to the solution, like “curly hair brush.”
Watch reviews or instructional videos about
the product or tool.
Make a purchase right from TikTok, Instagram,
YouTube, or Facebook.
Make sure that you know what your audience is looking for,
your digital shopping experience is seamless for potential
customers, and your brand reputation speaks for itself.
Actionable tips
1
2
3
Learn more about how &
where consumers discover
products on social media

Social media marketing has long become the norm for the vast majority
of industries, both consumer-focused B2C and business-focused B2B
brands alike. Now that it has become an expectation for consumers
to be able to follow their favorite brands on social media, the bar has
definitely risen. Our data has shown that consumers are expecting more
engagement and support on social media than ever before.
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.
Fostering active brand
social media communities
is driving engagement
and loyalty
SOCIAL TREND #5
Key stats
building an active online community
is crucial to a successful social
media strategy in 2024.
their company invests in building
communities and has a dedicated
community manager.
of social media users actively
participate in an online
community, shooting up to 40%
among Gen Z/Millennials.
of social media marketers who
build social media communities will
increase their investment in 2024,
while 33% will keep it the same.
86%
60%
27%
63%
Consumer Trends 2024 Survey

Sometimes it can be difficult to communicate
those benefits to higher-ups, especially when
you’re trying to advocate for more investment into
community management.
The top benefits of building a social media
community are increasing brand awareness (24%),
promoting engagement (21%), strengthening
connections between customers (21%), increasing
brand loyalty (20%), and fostering trust between
your brand and customers (19%). The data is crystal
clear. Brands are investing in that extra work by
having a dedicated community manager because
they are seeing the short-term and long-term
benefits in doing so.
Our data has found that community management
becomes even more essential for brands who are
targeting Gen Z & Millennials; this generation is
even more active in online communities. And even if
you’re targeting an older audience, you can be sure
that the Gen Z and Millennials will soon be entering
this age bracket. So, thinking ahead can never hurt!
Community management might often be confounded with social
media management, but there are some subtle distinctions between
the two. While the roles can be quite different, many smaller
businesses often have one person doing both. In companies with
separate social media managers and community managers, they
often interact and work together to reach their separate goals.
Benefits of social media communities Actionable tips
Social media manager Community manager
Posts on behalf
of the brand
In charge of the overall
social strategy; creates
and scheduling content
Most interested in KPIs
related to brand
visibility and audience
building
Posts as a brand
ambassador under their
own social handles
Answers customer
questions, helps to solve
problems; launches and
moderates community
discussions
Most interested in
KPIs related to brand
engagement and
interactions

Show them what competitors are doing. If a competitor
is doing a great job of fostering their social community,
you’re in danger by not doing so. Show concrete examples
from competitors to add pressure and prove it’s working.
Survey your social media audience. Sometimes, asking
directly is the easiest way to grow. It’s probable that your
audience wants more meaningful interactions on social,
and they’re expecting more from brands.
Look for tools that make community management
easier. Time is precious, and it can be difficult to justify
the investment in something new. However, social media
management tools like Mention can cut down on manual,
repetitive tasks by up to 90%.
Get them to read this report! Numbers don’t lie, and it’s
hard to ignore the benefits of investing in community
management — especially when reputable brands have the
data to prove it.
Tips for advocating for the benefits of
community management to your boss
Reach your brand’s potential
online with Mention
Soak up audience conversations online and plan out hyper-relevant campaigns
with smarter social media analytics. Engage your audience more organically
and grow your brand where it counts.
Analyze your competition
See what people are saying about your
competition online and stay ahead of the game.
Manage your brand reputation
Aggregate brand mentions and analyze how
consumers perceive your brand, then respond
right away when needed.
Pilot social channels and new strategies
Test out new audiences, platforms, and channels
with agile marketing tools and reporting.
Try it now
25

Audiences looking for specific products or tips
online are extremely high-intent. They’re almost
ready to make a decision and want to get to
know a few of the main options before signing up.
Social media marketers are finding that the most
popular platforms also have the highest return
on investment, and they’re seeing that this year,
YouTube, Instagram, Facebook, and TikTok offer
the best value for the time and money spent.
Social media teams
see the highest ROI
on YouTube, Facebook,
Instagram, and TikTok
SOCIAL TREND #6
Key stats
YouTube
Facebook
Instagram
TikTok
X/Twitter
LinkedIn
Which social platform offers the highest ROI (top 5)?
14%
25%
22%
21%
14%
6%
6%
23%
14%
12%
6%
11%
2023 2024

Gymshark has grown to a $1B business, largely
thanks to social media strategy. CEO Ben Francis
invested in influencer marketing from the start of
their business, helping them raise brand awareness
exponentially through trusted partnerships and
custom collections.
Now, Gymshark has a thriving TikTok audience of
over 5M and an entire marketing strategy dedicated
to guiding their audience to “shop TikTok looks”.
See where your audiences are most active online and direct your efforts
there, using both organic and paid content. Analyze your audience more
easily using AI-powered CRM tools like ChatSpot that accept inputs of
plain-language questions, like “Where did most of my social media traffic
come from last quarter?” and make data interpretation simple.
Using the HubSpot integration with TikTok, brands can even:
Capture TikTok leads in the HubSpot CRM in real-time.
Connect TikTok to HubSpot in under 10 minutes, without using code.
Immediately reach out to new leads from TikTok when
they’re most open to chatting.
1
2
3

Key stats
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.
Our recent consumer trends survey found that consumers
say the content formats they enjoy most are images or
photos, short-form videos, live videos or live streams, and
long-form videos.
Brands can take a varied approach to social video and use
each format for the content types that match best.
Short-form video
keeps on keepin’ on
delivering ROI and
engagement
SOCIAL TREND #7
say short-form video offers
the highest ROI, the highest
of any format.
is the most popular content
format among Gen Z,
Millennials, and Gen X.
of social media marketers plan
to invest more in short-form
video than any other content
format this year.
of social media marketers plan
to try short-form videos for the
first time in 2024.
36%
Short-form video
One-third
43%

Do great things, do them fast, and
remove barriers to getting them
done. Our team quickly hopped on
the #GirlDinner TikTok trend and
pulled together a collection featured
front and center in the WW app of
the best, easy, low-effort dinners. No
new photoshoot, no complex process,
no major approvals, no hoops to
jump through. You miss 100% of the
trends you don’t hop on…that make
absolute sense for your brand.
MELANIE COHN RABINO
Head of Global Brand Marketing,
WeightWatchers
The team at WeightWatchers has been engaging their
audience with short-form video and seeing tons of love
from their users. They’re putting out quick recipe videos
on YouTube Shorts and participating in viral trends like
#girldinner on TikTok.
In 2024, making a short or long-form video and posting across
Instagram, YouTube, Facebook, and Instagram without changing it won’t
work. Social media audiences can sniff out inauthentic content that
doesn’t make sense for the channel, and they’ll quickly scroll past.
Where to use different types of social media video content
Video type Video length Suggested platform(s)
Tutorials
Product
review
Product
announcement
Behind the
scenes video
Live webinar
or panel
Clips from events
or podcasts
3-5 minutes
1-10+ minutes
Under 1 minute
1-3 minutes
30+ minutes
1-3 minutes
YouTube
Instagram Reels, TikTok,
YouTube Shorts
Instagram, Facebook,
YouTube ads
Instagram Reels, TikTok
YouTube, LinkedIn Live
Instagram Reels, TikTok,
LinkedIn, YouTube Shorts
Transform your
social strategy with
short-form video

There’s an opportunity to stand out on social media by showing
what makes your brand unique and making authentic, relatable
content. Just around 63% of consumers say the content they see
from brands is authentic or relatable, and only 59% say it’s tailored
to their interests. Around 95% of marketers plan to continue or
increase their investment in relatable, authentic content and
content that reflects their brand’s values in 2024 — indicating early
results that this type of content is connecting with audiences.
Audiences are
connecting with
relatable, authentic
content that shows
brand values
SOCIAL TREND #8
Key stats
Which type of social media content has resulted
in the biggest ROI for your brand?
Which of these is more important in brand
social media content? (Customer perspective)
Relatable and
authentic
Polished, with
high production
value
37%
63%
24%
12%
18% 12%
Funny
content
Authentic
content
Relatable
Content
Interactive
content
10% 9% 7%
7%
Educational/
informational
content
Brand
Value
Content
Nostalgic
Content
Trendy
Content

Talking about your product isn’t
enough anymore. Brands must
tap into their universal truth and
what their product unlocks for the
consumer. Take YETI for example.
Their universal truth is that the
right gear can help you stay out
longer, travel farther, and live
harder—that’s why their social
media content focuses on all of the
adventures that are possible when
you’re equipped with the right tools.
RACHEL KARTEN
Social Media Expert & Consultant
The team at Bose is committed to
supporting underrepresented groups
in the music industry and using their
platform to amplify the voices of
creators and their own employees.
They share publicly about how they’re
investing in employee resource groups
(ERGs) and ongoing efforts to make the
space more accessible and fair to all.
If brands are going to talk the talk, they need to walk the
walk. Influential consumers will be the first to call brands
out if they post about International Women’s Day, for
example, but don’t have a maternal leave policy. Those
kinds of contradictions won’t fly with today’s audiences,
and they won’t just have a negative reaction individually,
but share their feelings with their entire network.
To grow as a beloved brand, open a dialogue with your
audience and set clear, but flexible guidelines for your
social team to show off your brand personality while
maintaining your trustworthy reputation.
Since the very beginning, we’ve proudly worn our HubSpot
culture code on our sleeve and led with transparency —
take a peek inside to see what we’re about.

Turns out the hard sell doesn’t work great on platforms that are largely
made up of people looking for entertainment, inspiration, and relatable
content. But silly little jokes? Those are welcome. At HubSpot, we’ve been
testing out some more humorous, meme-filled, joke-y content, and we’re
seeing tons of engagement. We’ve struck a chord with a segment of our
audience, and they want more.
Memes and funny
posts are outperforming
highly-produced,
product-focused content
SOCIAL TREND #9
of marketers say that funny
content has resulted in the
biggest ROI this year.
of marketers plan to continue
or increase their investment in
memes in 2024.
of marketers rate memes as
having average or high ROI.
of marketers plan to continue
or increase their investment in
funny content in 2024.
24%
92%
94%
97%
Key stats

Rent the Runway knows their crowd — and
their customers certainly know their rom-
coms. Their Instagram page is a healthy mix
of killer looks, fashion inspo, and memes like
this one, inspired by a devastatingly romantic
line from the Julia Roberts and Hugh Grant
classic, Notting Hill. RTR keeps it relatable
and funny, going heavier on the inspiration
and light on the sales.
Want to be funny on social media? It’s not as
easy as it looks. Consider sending your social
media team to an improv comedy class or
workshop — they’ll learn:
How to take creative risks
Ways to get out of their comfort zone
The art of taking a comedic leap
As a brand, the best way to bolster
connections with your audience using humor
is to use social listening to keep tabs on
what’s making your audience laugh, make
observations, and experiment often. And
give your social team the resources they
need to move quickly and make bold choices
when appropriate.
33

One in four marketers say their main goal for social media in 2024 is to increase
brand awareness and reach new audiences, and this is the top reason brands are
partnering with creators and influencers, too. Marketers are also interested in improving
brand sentiment and improving customer relationships and loyalty by aligning themselves
with respected creators.
To do this, social teams will need to establish a recognizable brand identity and partner
with influencers that match their brand vibe and values.
Having a strong brand
identity and voice on
social, and promoting
individual creators’
voices, is becoming
more important
SOCIAL TREND #10
Key stats
Increase brand awareness/reach new audiences
Improve brand reputation
Increase revenue/sales
Grow your community/following on social media
Increase engagement
Advertise products/services
What are the primary goals of working with influencers
(top 6)?
33%
30%
27%
26%
25%
25%

Chewy has made a name for themselves as the pet people who truly care about their
customers’ pets. They’ve gone viral many times on TikTok when pet owners whose furry
friends have passed away receive a handwritten note and a painted portrait of their buddy.
The little things go a long way in a social-first world and can lead to thousands of new
brand advocates from each video.
Chewy shares user-generated content (UGC) and partners with creators and fans like
@Rachhhyl, a smart spending influencer, to share their free vet services with new audiences.
When seeking out influencers, look to your network of existing brand
advocates first. Then, evaluate partnerships based on alignment
with your brand values, campaign goals, and potential impact.
When working with influencers, the best relationships are
long-lasting, mutually beneficial, and rooted in respect.
The quality of their content
Their aesthetic/branding
Their follower/subscriber count
Their alignment with your company’s values
Their expertise in your particular industry
How do you determine which creators to partner
with on social media (top 5)?
47%
38%
38%
38%
35%
Get the guide to working
with influencers

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.
Predictions for
the future of social
media marketing
CLOSING
YouTube
Facebook
Instagram
TikTok
LinkedIn
Which platform offers brands the biggest
opportunity to grow their audience this year?
Where does your brand plan to invest
the most on social media in 2024?
15%
18%
18%
18%
15%
7%
17%
23%
20%
7%
2023 2024
23% 22%
13% 7%
23%
Instagram Facebook
TikTok
X/
Twitter
YouTube

Here are the top ten ways social media pros believe their
strategy will change this year + tips to get ahead of the curve
Using AI tools in social media marketing
strategy will become more important.
Using data to drive social media marketing
strategy will become more important.
Marketers will need to plan ahead in case they
have to pivot their social media marketing
strategy due to major world events.
Creating content tailored to the interests
and needs of your audience will become
more important.
Creating content that reflects brand values
will become more important.
#1
#4
#5
#2 #3
Invest in AI policies, training, and tools. Build out easy-to-read social dashboards
or reports that help your team quickly get
results & make decisions.
Have an action plan in place with your brand’s
point of view (POV) on events like the election.
Consumers want to know your brand values, so
be prepared to share your leaders’ perspectives
if that’s something your audience cares about.
Create AI workflows to repurpose content
for different segments of your audience.
Develop a brand guide for working with
influencers and creators that outlines your
brand mission, vision, and values.
Get ahead Get ahead
Get ahead
Get ahead
Get ahead
37

Brands will need to better understand their
target audiences.
Social media teams will need to tailor the tone
of their content to fit the unique voice of each
social media platform.
Working with small influencers (1K-100K
followers) will become a better investment
than working with larger influencers (over
100K followers).
Brands will prioritize making authentic
and relatable content.
Brands will need to sell products directly in
social apps.
Gather data on your audience, conduct focus
groups or user interviews, and frequently
analyze audience feedback. Align marketing,
sales, and service teams and share
knowledge between departments.
Set up AI guidelines for refreshing content
for different platforms, or partner with
different creators based on the channel.
Identify micro influencers in your space,
whether your brand is B2B or B2C, and begin
outreach ahead of your next campaign.
On social media, the only limitations your
team should have are your imaginations.
Try a big, creative campaign and dig in to
how it impacts your brand, then try again, and
again. We can’t wait to see what you create.
Throw out your “social media marketing”
playbook and reimagine how you measure
success on social. This will give social teams
more freedom to experiment with new content
types and test them out with enough leeway.
Set up shop on your most active social media
platforms and designate a team member to
handle optimization, customer service, and
ongoing social shop marketing.
Get ahead
Get ahead
Get ahead
Get ahead
Get ahead
#6
#9
#7
#10
#8
38

Connect with your
audience and prove
business value
Prioritize social media interactions and never miss mentions from your
most loyal brand advocates with HubSpot’s smart social media tools.
• Build and publish social media campaigns
with ease, using our AI-powered social
post generator.
• Monitor social mentions automatically with
streams based on certain keywords.
• Report on social media marketing ROI and set
up custom social reports and dashboards.
• See how social media impacts your larger
marketing campaigns and strategy.
Get a demo
Capture all conversations
on Social Media
Identify all conversations in real time about your brand, market,
or competitors on the web and social networks
Brand management
Understand and improve your brand’s reputation online by easily identifying
everything that’s being said about it on the web and social media
Competitive analysis
Monitor and strengthen your market position by
tracking every move your competitors make
Market research
Identify movements in your market and stay relevant
to your audience by anticipating the emergence of new
technologies, regulatory changes or consumer behavior
Crisis Management
Manage and reduce the effects of a brand crisis by
identifying it at an early stage and interacting with
those who are fuelling it
Try Mention for free

Methodology
We surveyed 1,500+ social media marketers in Australia, Canada, Colombia,
France, Germany, Japan, Mexico, the Netherlands, Sweden, Singapore, the
UK, and the U.S. in January 2024 to gain the insights for this report.
Report created in collaboration with CXD Studio.
www.cxd.studio • hello@cxd.studio

2024 Social Trends Report V4 from Later.com

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