1、TRENDS2024The good old days of jumping 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 raining new tools,features,

2、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

3、their teams capabilities with AI,the marketers and brands who set the pace this year will do so with a new level of precision and efficiency.Theres no time to waste on efforts that yield no resultsno matter how sentimental we might feel looking behind us.(Love you forever,blue bird.)From here on,its

4、 full speed aheadand thats why we may be looking at social medias most pivotal year yet.Lets go.All eyes on ROIContentsThe AI TrendWith generative AI on the rise,financial organizations toe the line between efficiency and authenticity on social media.Page 5The ROI TrendIn the quest for social ROI,br

5、ands must turn to entertainment to boost the bottom line.Page 29The Platform Trend Strapped for time and resources,organizations stop stretching themselves thin and double down on the platforms that get results.Page 18Research MethodsThis report is based on a commercial survey of 4,281 marketers and

6、 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