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2024年社交趋势报告(英文版).pdf
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2024年社交趋势报告(英文版).pdf
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TRENDS
2024
The good old days of jumping on bandwagons and desperately trying
to outrun trends on social media are numbered.
Social marketers have come of age—and with their hard-won wisdom comes
a renewed focus on performance and less patience for folly. As platforms
continue raining new tools, features, and algorithm updates on us all, social
marketers are learning to take a deep breath and ignore the noise.
In 2024, ROI will take center stage on social as smart organizations finally
close in on their top-performing tactics. From singling out hero platforms
and perfecting their content mix to boosting their team’s capabilities with
AI, the marketers and brands who set the pace this year will do so with a
new level of precision and efficiency. There’s no time to waste on efforts
that yield no results—no matter how sentimental we might feel looking
behind us. (Love you forever, blue bird.)
From here on, it’s full speed ahead—and that’s why we may be looking
at social media’s most pivotal year yet.
Let’s go.
All eyes on ROI
Contents
The AI
Trend
With generative AI on the rise,
financial organizations toe the
line between efficiency and
authenticity on social media.
Page 5
The ROI
Trend
In the quest for social ROI,
brands must turn to
entertainment to boost
the bottom line.
Page 29
The Platform
Trend
Strapped for time and
resources, organizations stop
stretching themselves thin
and double down on the
platforms that get results.
Page 18
Research Methods
This report is based on a commercial survey
of 4,281 marketers and a consumer survey of
4,508 consumers, conducted in August 2023.
We conducted primary interviews with social
marketing practitioners, leaders, observers,
and partners.
And we ran a news analysis of 15,557 articles
from major social media reporting organiza-
tions, as well as a content analysis of 1 million
anonymized social posts from accounts
connected to Hootsuite.
Our primary data has been supplemented by
secondary research from Pew Research Center,
Statista, Deloitte, Forbes, Insider Intelligence,
Forrester, LinkedIn, GlobalWebIndex, The CMO
Survey, and others.
Methodology
Overview of Hootsuite’s global
Social Trends 2024 Commercial Survey
4,281 respondents
118 countries
16 industries
28% directors and above
62% managers and practitioners
Overview of Hootsuite’s global
Social Media 2024 Consumer Survey
4,508 respondents
3 countries
65% Gen Z and millennials
26% Gen X and baby boomers
Note: Commercial survey respondents were from 118 countries, with the most common being
the US (n = 2,709), Canada (n = 377), the UK (n = 267), India (n = 114), and Australia (n = 67).
AI Trend Platform Trend ROI Trend
With generative AI on the rise, brands
toe the line between efficiency and
authenticity on social media.
TREND 1
TREND 1
TREND 1
TREND 1
AI forces
brands to
redefine
authenticity
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