Let's Breakdown Sprout Social’s 2024 Content Benchmarks

Posted on 02/21/2024 / by Amy Dang-Stojanovic / in Blog, Social Media

The Need for Content: A Breakdown of Sprout’s 2024 Report

Sprout Social just released their 2024 Content Benchmarks Report, presenting us with invaluable insights into the ever-evolving landscape of social media. As we all know things are moving faster than ever in the world of social media; however, as sprout points out in their report, the one constant in this fast paced world is the need for content. Social media usage is growing across all platforms and as consumers we are spreading ourselves across more platforms than ever before.

Video Superiority:

Video content has emerged as a defining tool for brands looking to captivate their audience. On Instagram in 2023, video made up a fourth of what brands were posting. Short form video is still the most effective way to connect with your audience. Short video challenges brands to tell their message faster and more effectively than ever before.

Not All Platforms Are Created Equal:

It is imperative to recognize that not all platforms are created equal in terms of their capacity to create meaningful audience engagement. Across various industries, Instagram and Facebook reign supreme, outperforming X in terms of interaction and engagement.

What Consumers Want in 2024:

The world of social media presents unprecedented opportunities, brands just need to know what their audience’s are searching for. With more media to consume than ever before, originality when posting becomes key to sticking out in the minds of consumers. Not to say that joining in on trends will not get you likes and engagement but doing something against the grain that is true to one’s brand will leave a lasting impression.

Keeping it Real:

Audience’s are looking for “authentic” content, as the report points out “authentic” was the word of 2023 for a reason. Consumers want real and raw content that will reveal the true heart of the brand. Additionally, prioritizing the creation of memorable content over quantity is key. Consumers want to know that your brand is listening to what they are saying by answering their questions. Brands can do this via social media by creating customer-centric content.

Inevitably of AI

With the advancement of technology and AI, the crossover of AI and social media was inevitable. Learning how to use these new AI technologies while remaining true to your brand can be intimidating. More than 40% of consumers are off put by the use of AI and social media. By integrating what AI has to offer behind the scenes of production can be a successful way to utilize the new technologies and keep intact the human qualities behind social media. AI can serve as a practical tool when brainstorming ideas for content as well, but it is vital that it is used as a tool and nothing more.

Sprout Social’s 2024 Content Benchmark Report serves as a guide as brands navigate the complexities of social media in 2024. By embracing authenticity, originality, and the integration of AI technologies, brands can position themselves at the forefront of the digital landscape, building meaningful connections with their consumers.

Reference

Sprout – 2024 Content Benchmarks Report

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Posted by Amy Dang-Stojanovic