Social Media marketing has become one of the most evolving and rapidly growing sectors in 2024; Exploring key social media marketing strategies to boost engagement, optimize reach, and create the content that resonates in the best way with the segment we are targeting, comparatively with the competition, became the main success factors for firms and individuals that wants to succeed in this difficult area.
It’s a matter of survival for businesses to stay updated with the latest social media marketing strategies. In 2024, to have a strong brand recognition and presence, focusing on social media engagement, and value creation in our content, are key components.
Personalized content
Personalized content has become one of the most used methods of customer engagement on social media marketing strategies. It creates a proximity, and a connection between the client and the brand.
In response to this trend, many brands are now creating tailored messages to have a deeper connection with their target segment. We could take for example, understanding customer demographics and interests, which helps a lot when we want to craft content that resonates with the customers, and therefore, enables us to have a loyal customer base on the long term.
Influencer marketing
Influencer marketing is considered to be one of the most powerful tools when we want to attract a certain type of customers.
Macro-influencers, like celebrities, are expensive to afford for a business that is still small, however for big firms, using an influencer that can be considered as an icon is always a WIN if the product matches this influencer values that he shares with his fans.
On the contrary, if the product does not have any relation with the influencer, or the message of the ad is contrary to the influencer fanbase values, it could create the opposite effect, as people could find it weird.
We could take for an example Pepsi’s campaign with Kendall Jenner on 2017 (https://astute.co/pepsi-kendall-jenner-commercial/)
This ad was an attempt to leverage social influence, Pepsi’s ad featured Kendall Jenner joining a protest and resolving tension with police officers, by handing them a Pepsi. The ad was widely criticized for trivializing social justice issues.
Audiences felt the message was tone-deaf, and Jenner’s involvement seemed insincere. The backlash led to Pepsi pulling the ad and issuing an apology.
For small businesses, Micro-influencers who offers high engagement rates, and authentic connection with the customers are very effective and allow the brand to amplify it reach and credibility; Therefore, they should invest more on those kind of influencers.
Short-form video
In a world where everyone is using smartphones, and the scrolling habit has became something that younger generations live on a daily manner because of the brain searching for instant dopamine and gratification.
This tool, as a social media merketing strategy, is one that should not be underestimated at all to retain people attention.
Plateforms like TikTok and Instagram understood this perfectly, they made the short videos the most available, as they’re easily consumed and very attention capturing.
Some people even made this concept their whole business plan. The TikTok and Instagram account “Abregefrere” reached one million followers in an exceptionally short time, mainly due to the unique concept of condensing long storytime videos, into videos of him doing a brief summary of the story on no longer than 30seconds, sometimes even on less than 10 seconds. Launched on TikTok at the end of January 2024, the account quickly amassed a million followers by early February, achieving massive popularity within just a few days.
Social media analytics
Using social media analytics enables us to have insights into what works and what’s less effective. Effectively, tools like google analytics are vital to track the business progress, helping brands adjust their approach and adapt their social media marketing strategy to optimize results; Therefore, it’s a digital marketing strategy that allows us to have flexibility and control over what the brand should work on.
