社交媒体趋势报告-英.docx

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1、Scil iTRENDS 1 20 24 JHootsuite HThe good old days Ofjumping on bandwagons and desperately trying to outrun trends on social media are numbered.Social marketers have come of ageand with their hard-won wisdom comes a renewed focus on performance and less patience for folly. As platforms continue rain

2、ing new tools, features, and algorithm updates on us all, social marketers are learning to take a deep breath and ignore the noise.All eyes on ROIIn 2024, ROI will take center stage on social as smart organizations finally close in on their top-performing tactics. From singling out hero platforms an

3、d perfecting their content mix to boosting their team,s capabilities with Al5 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 resultsno matter how sentimental we might feel looking behind u

4、s. (Love you forever, bluebird.)From here on, it,s full speed aheadand that,s why we may be looking at social media,s most pivotal year yet.Lefs go.ContentsThe AlThe ROIPage 18TrendIn the quest for social ROI5brands must turn toentertainment to boostthe bottom line.TrendWith generative Al on the ris

5、e,financial organizations toe theline between efficiency andauthenticity on social media.The PlatformTrendStrapped for time andresources, organizations stopstretching themselves thinand double down on theplatforms that get results.MethodologyResearch MethodsThis report is based on a commercial surve

6、y of 4,281 marketers and a consumer survey of 4,508 Consumers5 conducted in August 2023.We conducted primary interviews with social marketing practitioners, Ieaders5 observers, and partners.And we ran a news analysis of 15,557 articles from major social media reporting organizations, as well as a co

7、ntent analysis of 1 million anonymized social posts from accounts connected to Hootsuite.Our primary data has been supplemented by secondary research from Pew Research Center5 Statista3 Deloitte5 Forbes5 Insider Intelligence,Forrester5 Linkedln5 GIobaIWebIndex5 The CMO Survey5 and others.overview of

8、 Hootsuite,s globalSocial Trends 2024 Commercial Survey4,281 respondents118 countries16 industries28% directors and above62% managers and practitionersoverview of Hootsuite,s globalSocial Media 2024 Consumer Survey4,508 respondents3 countries65% Gen Z and millennials26% Gen X and baby boomersNote: C

9、ommercial 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).orcesnds toredefineauthenticityWith generative Al on the rise, brandstoe the line between efficiency andauthenticity on soci

10、al media.Social marketers warmly welcome a new teammateGenerative Al created a seismic shift when it broke into the mainstream in 2022 and sparked a whole range of emotions typically reserved for fellow humans.Interest was so high that from 2022 to 2023, topics on learning about Al increased by 550%

11、, according to an analysis we conducted of over 15,500 news articles and blogs.And social marketers have jumped on the bandwagon.Since social media managers are typically a team Of One and often strapped for time, it,s no surprise the top motivation to use Al is to reduce staff workload, with 61% of

12、 our survey respondents selecting this option.Organizations also report that they,re planning to double their use of Al across various activitieseven tripling or quadrupling it in some cases. In the coming year, we can expect to see the biggest increase in Al use for revising text, editing images, a

13、nd providing customer service.So is generative Al a source of hope for busy professionals like you? The numbers seem to say so. But in the noble quest to reduce your workload, are you at risk of alienating your audience?61%of organizations say the #1 reason they use Al for social media is to reduce

14、staff workloadSource: Hootsuite Social Trends 2024 SurveyAl use will skyrocket in 2024In the last 12/next 12 months, how has/will your organization use(d) Al to assist with social media activities?Edit andProduce adDeveloprefine texttext fromnew ideasscratchCompletely revise and rewrite textSample:

15、4,278 respondentsSource: Hootsuite Social Trends 2024 SurveyProduceEditcustomerimagessupport text from scratchGenerate imagesUse a chatbot to respond to messagesAudiences greet Al with hesitationThere,s good news, and there,s bad news.First, the bad news. (Betterto rip off the Band-Aid5 right?) Al-generated social posts get a lot of buzz, but the question of trust still casts a big shadow.No oe,s a stranger to fake news anymore. And the idea of a machine stringing words or mashing images together to be shared online makes some people uneasy, e