How to stay relevant in social media in 2024

Booby Trapped Social Media Campaigns

From booby-trapped campaigns to expose unhealthy influencer marketing practices, to words thrown unfiltered on online walls, social media attention-grabbing tactics seem to be drawn powerfully from both ends of an elastic creative imagination. As regular users, we wonder what might be next. But before we dive into the whirlwind of social media trends, let's take a look at the figures that govern the Romanian online landscape. Because statistics are the starting point. 

Social media maths and statistics

although it may seem surprising, the two go hand in hand more than you might think. To make your way in the social media universe and reap enviable benefits for your brands, you have to befriend numbers, budgets and calculations. Kudos to Excel.

Globally, according to Statista.com, in July 2023, the number of social media users reached an impressive 4.88 billion. That's more than half the world's population. According to HubSpot's 2023 Social Media Marketing Report, the social platforms with the highest expected growth in 2023 are Instagram, TikTok and Facebook. Looking back to Romania, in the first part of 2023, we count over 13.5 million social media users.

Of course, the figures continued to rise throughout the year. Even though Generation Z no longer spends as much time on Facebook, migrating to TikTok or spending more time on Instagram, active accounts of people over 50, for example, have emerged. So all indications are that the number of users is higher now.

These numbers aren't just numbers on a spreadsheet, they represent massive opportunities for brands to connect with their audiences in a more personalised and direct way. According to Statista.com, in April 2023, more than six out of ten people who used LinkedIn in Romania were between the ages of 25 and 34. People in the 20-24 age group accounted for 19.9% of LinkedIn users, while people over 55 accounted for 2.4% of LinkedIn accounts.

In April 2023, the majority of Facebook users in Romania were in the 25-34 age group, accounting for 20.9%. At the same time, teenagers and young people in the 20-24 age group made up more than a fifth of all Facebook users in the country. In addition, the social media application was also popular among users over 65 years old, contributing 8.1% of the total audience.

In April 2023, 18-24 year olds made up 33.5% of all Instagram users in Romania, more than any other age group. The share of Instagram users in the country aged 25 to 34 was at 27.8%.

Authenticity at the core of the strategy

In 2024, authenticity won't (anymore) just be a buzzword overused through ppt's and pitches; it will be the core of connecting with the audience.

Users are looking for brands that speak their language. Users connect with brands that manage to show empathy, not speak to them in sales copy designed to hit business targets. Users, increasingly discerning as the range of options widens, are turning to those companies that are transparent and show their humanity. Because behind an attractive logo are people. And they create the brand.

In 2024, the social media landscape promises to be more diverse and complex than ever. Each social platform has its own language, its own audience, which comes with its own set of expectations. Understanding and adapting content for each platform is not just a recommendation - it's a strategic necessity.

Social media channels have become places where people actively search for information, products and services, similar to traditional search engines like Google. This process involves creating content that is not only engaging but also easy to find through the search functions of social platforms.

Community over followers

Creating and maintaining an active community is more valuable than simply accumulating followers. It does you no good to have tens of thousands of people following your pages if they don't interact with what content is published on those pages, at least once in a while. Community becomes a central pillar in social media strategies, with a focus on building a lasting relationship and increasing brand loyalty.

Moreover, private messaging is becoming the new epicentre of social interactions. From WhatsApp to private groups on Facebook or Linkedin, users prefer to share and engage in more intimate groups. Instagram's Broadcasting Channels is also a recent variant of private groups. Although communication is uni-directional, without the ability for users to share words or files, but only to react, users are increasingly joining such influencer channels for the more intimate and exclusive nature of the content.  Brands will need to explore these new channels in more depth to connect with their audience.

It's no secret that short videos excel in terms of ROI, taking advantage of their dynamic and immediate format to capture audience attention. However, in the digital landscape of 2024, we expect a surprising return of longer videos. It seems that even old text posts still carry their weight, especially on Facebook, attracting likes and, more importantly, comments and shares.

In short, diversification of content is key to meeting a wide range of user preferences.

Ephemeral content, such as Stories on Instagram and Facebook, continues to enjoy growing interest. These types of posts, which are visible for a limited period of time, generate a sense of urgency and real-time engagement, are highly valued by users. Not only are users consuming this kind of content, they are also more inclined to create Stories.

On the video side, there is another aspect to consider: the number of users watching videos without sound is steadily increasing. So adding captions to videos, regardless of platform, is becoming not just a recommendation, but a dominant trend in social media.

Some trends remain in 2024

In 2024, we expect brands to engage even more actively in "online" conversations. Whether it's a major event, a viral trend on social media or a hot topic of discussion, a brand's ability to respond with timely and relevant content can have a significant impact on how it is perceived by the public.

Adopting a responsive content strategy allows brands to demonstrate that they are on top of current events and understand the interests and concerns of their audience. Moreover, it allows them to position themselves as active and engaged, thus building a stronger connection with the community.

And no matter how fun and engaged brands are, paid advertising will still be necessary to maximise visibility. A winning strategy could include a mix of organic post authenticity and targeted ad amplification.

Awareness of the impact of social media on mental health is not just a hot topic, but a reality faced by users and brands alike. In 2024, brands are not only expected to be aware of this impact but also to act as a positive force. Creating content that supports mental health, promotes constructive dialogues and provides an oasis of positivity could be an interesting tactic.

Another tool that will be at least as widely used is influencer marketing. Only now, the power of influencers is no longer measured (only) in the number of followers, but in the quality and depth of the impact they have on communities. Micro and nano-influencers are proving to be true titans in this respect, with smaller but highly engaged and dedicated audiences. Partnering with these influencers offers brands a way to reach niche communities, where personalised messages resonate more strongly and sincerely.

Pay close attention and document thoroughly who you associate your brand with! You never know when person x or y is spouting pearls out of their mouth or caught driving under the influence. Or, why not, other goofs in your personal life that are less personal and more... public? 

A crisis plan for social media crucial

Social networks are fertile ground for the rapid dissemination of information. Online is a place where crises can erupt and spread at lightning speed. Therefore, for any brand or company, having a social media crisis plan is not only advisable but essential.

It means a set of procedures and guidelines prepared to handle unexpected or sensitive situations that may arise online. They can range from unintentional miscommunications to major scandals that can damage a brand's reputation. A crisis plan helps brands control the narrative before the situation gets out of hand.

Dynamic Social Media Landscape

The social media landscape has been, is and will continue to be extremely dynamic. For social media people and the brands they represent, the key to success is adaptability, authenticity and a deep understanding of emerging trends and technologies. By creating strategies that respond to these trends, brands can build meaningful connections with their audiences, making the most of social media's incredible potential.