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1、The 2024 Social Media Content Strategy ReportA Playbook for Every NetworkIntroductionThe more things change,the more consumers engageConsumers have an insatiable appetite for contenteven as the social media ecosystem becomes more complex.At the end of 2023,38%of all social media users anticipated th

2、ey would use more platforms in 2024.*All signs point to that prediction being spot-on.Compared to six months ago,most social users are just as engaged or interact with brand content more often on social.Despite AI-generated content inundating feeds,emerging networks adding even more channels and hyp

3、er-personalized algorithms creating niche bubbles,consumers have never been more plugged into brand content.02The 2024 Social Media Content Strategy R|SproutSocialHow much social media users have interacted with brands over the past six months48%36%16%MoreSameLessWhen we asked consumers which platfo

4、rms brands should stay away from,their#1 answer was somewhat surprising:none.Every network offers opportunities for finding and growing your community,because social users use every platform to meet different needs for connection and consumption.03The 2024 Social Media Content Strategy R|SproutSocia

5、lWhich platforms do social media users have profiles on?Consumer demographicAll social media users84%83%78%68%48%43%39%15%Gen Z91%67%83%86%51%52%26%17%Millennials86%87%80%73%47%42%45%17%Gen X78%92%74%54%48%36%46%13%Baby Boomers64%91%64%38%42%38%38%10%4The 2024 Social Media Content Strategy R|SproutS

6、ocial04The 2024 Social Media Content Strategy R|SproutSocialFor marketers,this is a call to action thats getting harder to answer.Brands need to meet their customers where they are(and want to interact)social media.But thats increasingly easier said than done.Social users are everywhere:the majority

7、 are on Instagram,Gen Z arent the only ones on TikTok anymore and Facebook remains a stronghold for Millennials,Gen X and Boomers.Though consumers arent letting social media saturation slow down their engagement,we know social marketers are feeling the effects.Social teams face increased burnout try

8、ing to keep up with their audiences heightened demands.For this report,we surveyed over 4,500 consumers in the US,UK,Canada,Australia and Ireland to find out what users actually want from brands on social,and how their responses differ from network to network.These findings reveal what kind of conte

9、nt social teams with limited budgets and bandwidth should be prioritizing,and how to deliver the greatest return on investment from your social media efforts.05The 2024 Social Media Content Strategy R|SproutSocialAre you entertained yet?Entertainment+Education=RevenueAcross almost all mainstream net

10、works,the number one way social users want brands to show up on social channels is with entertaining content.Theyre looking for an escape from boredom.Brands that are able to fill their need will be rewarded with increased awareness and affinity.What makes content entertaining?66%of social users fin

11、d“edutainment”(content that educates and entertains)to be the most engaging of all brand content.Even more so than memes,serialized content or skits.By strategically adding their products and services into the equation,marketers can turn this quest for entertainment into revenue.Consumers are most l

12、ikely to buy something on social when brands post content that shows their product or service in action.Actions brands take on social that compel consumers to buy1Post original content showing their product or service in action2Post content from real customers showing their product or service in act

13、ion3Target me with an ad or promo code4Partner with another brand or an influencer I love5Interact with a post or comment I made06The 2024 Social Media Content Strategy R|SproutSocialCaptive on the content carouselBrands published 10 posts per day across networks in 2023,according to Sprouts 2024 Co

14、ntent Benchmarks Report.That number doubled and even quadrupled for certain industries.Not only are teams under pressure to create more content,consumer preferences are also necessitating higher quality content.91%of social users say the production value and budget that goes into brands social conte

15、nt impacts whether they engage with it,and younger consumers are more likely to say it impacts their engagement.Further,the number one reason we unfollow brands is unoriginal or repetitive content,intensifying the creative strain further.Winning consumers attention has become increasingly difficult.

16、Social media marketers are feeling overstretched by constant production and uncertainty regarding the ever-changing social landscape.The antidote isnt publishing morebut rather,focusing on building the right content for the right channels.By focusing on entertaining audiences and understanding what

17、they want from brands on each platform,you and your team can fine-tune your content strategy and make the most of your resources.07The 2024 Social Media Content Strategy R|SproutSocialInstagramPrimary audience:Gen Z,MillennialsReasons for brand interaction:Product discovery,Customer careContent that

18、 performs best:Short-form video(15 seconds),Static imagesBest days to post:Tuesday,Wednesday,ThursdayInstagramInstagram dominates consumer attentionThough its most popular with Gen Z and Millennials,84%of social users have an Instagram profile(the most of all of the networks)a testament to the platf

19、orms wide appeal.Users primary reasons for scrolling Instagram are to connect with friends and family and alleviate boredom.But half of all users also interact with brands there at least once per day.In fact,69%of social users say they see the most engaging brand content on Instagram,and another 44%

20、wish brands used Instagram even more often,the highest of any network.08The 2024 Social Media Content Strategy R|SproutS|SproutSocialInteracting with brands has become a core function of the Instagram experience.It is the top social media channel for product discoverability,with 61%of social users t

21、urning to the network to find their next purchase.*Another 72%of Gen Z are most likely to use Instagram for customer care over any other channel.*Which further proves Instagram isnt just a part of a comprehensive social strategyits an essential part of the customer journey.Though the platform was on

22、ce synonymous with photo sharing,Instagram has become a destination for consuming video content,too.Most social users say Instagram Reels and Stories are both the video formats they engaged with most in the past six months and plan to engage with most in the next six months.But that doesnt mean bran

23、ds should completely throw out their static image content.Social users also said they are most likely to engage with short-form video and static images when interacting with brand content on Instagram.Top social media channels for product discovery61%60%46%40%15.5%The types of brand content social u

24、sers are most likely to interact with on Instagram1Short-form video(15 seconds)2Static images3Short-form video(15-60 seconds)4Sponsored influencer content5GIFs and memes09The 2024 Social Media Content Strategy R|SproutSocialBrand spotlightJacquemusLuxury retailer Jacquemus takes full advantage of th

25、e many different content formats that resonate on Instagram,and uses them to create eye-catching,sensationalist visuals.The French label is renowned for grandiose marketing strategiesparticularly on the platform.Jacquemus currently boasts 6.5 million followers on Instagram,all hooked on the brands t

26、op-tier creativity.As one user commenter put it,Jacquemus has“the hardest working social team.”10The 2024 Social Media Content Strategy R|SproutSocial10The 2024 Social Media Content Strategy ReportFacebookPrimary audience:Gen X,Baby Boomers,MillennialsReasons for brand interaction:Customer careConte

27、nt that performs best:Text postsBest days to post:Monday through ThursdayFacebookFacebook is still a mainstayespecially for brandsTwo decades after Facebook first emerged and transformed the way social networks fit into culture,its still one of the most popular platforms in the world.About 83%of all

28、 social users have a Facebook profile,and its used most by Gen X,followed by Boomers and Millennials.The overwhelming majority of consumers log into Facebook to connect with friends and family,but its also the most popular network for getting news and current event updates.*11The 2024 Social Media C

29、ontent Strategy R|SproutS|SproutSocialAlmost half(44%)of Facebook users interact with brand content on the network at least once a day.Of all brand content,consumers are most likely to engage with text postseven above short-form video and static images.Given how many social teams wish they had more

30、time to create content,this stat is a helpful reminder that sometimes less is more on the platform.Consumers are also most likely to turn to Facebook for customer care compared to any other channelespecially Millennials,Gen X and Baby Boomers.*This is a staggering illustration of Facebooks continued

31、 influence,and why brands should continue to invest in the platform.Top social media channels for customer careGen ZMillennialsGen XBaby Boomers72%71%72%79%62%62%49%34%47%29.5%41%31%The types of brand content social users are most likely to interact with on Facebook1Text posts2Static images3Short-fo

32、rm video(60 seconds)YouTubeYouTube keeps consumers engaged for the long haulMore than three-quarters(78%)of all social users have a YouTube profile.That number soars even higher for Gen Z and Millennials.Since its debut in 2005,the platform has continued to be the premier channel for long-form video

33、 content.As consumer attention spans shorten,YouTubes relatively long videos continue to appealeven when it comes to brand posts.Over half(51%)of YouTube users are most likely to engage with brands long-form videos.This paradox doesnt mean short-form video is irrelevant on the platform:consumers say

34、 31-60 second videos are their second choice when consuming brands YouTube content.14The 2024 Social Media Content Strategy R|SproutS|SproutSocialJust because consumers are willing to watch longer brand videos compared to other platforms,doesnt mean their standards are lower on YouTube.They still wa

35、nt to be entertaineda throughline across every networkand they want to learn about your products in a captivating way.Since only one-third(32%)of YouTube users engage with brands on the platform everyday,and another 47%engage at least once a week,you should be even more intentional about creating co

36、ntent thats intriguing,informative and memorable.The long-form nature of YouTube content also gives you the chance to create smaller cut-downs for other video-centric platforms like Instagram and TikTok,maximizing reach and returns.What social media users want brands to prioritize on YouTube1Enterta

37、ining content2Educational product information3Sponsored influencer content4Contests and giveawaysThe types of brand content consumers are most likely to interact with on YouTube1Long-form video(60 seconds)2Short-form video(31-60 seconds)3Short-form video(15-30 seconds)4Short-form video(15 seconds)15

38、The 2024 Social Media Content Strategy R|SproutSocialBrand spotlightFenderFenders musical legacy precedes it.Maker of musical instruments and amplifiers,Fender is world-famous for its guitars.On YouTube,the brand highlights musicians who perform their songs and explain how Fender instruments help th

39、em create their unique sound.Fender has a content library of more than 3,000 videos on YouTube,filled with resources for their customers.16The 2024 Social Media Content Strategy R|SproutSocial16The 2024 Social Media Content Strategy ReportTikTokPrimary audience:Gen Z,MillennialsReasons for brand int

40、eraction:Product discoveryContent that performs best:Short-form video(15-60 seconds)Best days to post:Wednesday,ThursdayTikTokTikToks impact on younger generations cant be overstatedIts almost clich at this point:younger consumers drove(and continue to drive)TikToks proliferation.Though 68%of social

41、 users have a TikTok profile,that number skyrockets to 86%of Gen Z and 73%of Millennials.For Gen Z especially,TikTok is more than a social network.Its a search engine,a news source,a birthplace of culture and an online shopping mall.TikTok is the top channel for news and product discovery among Gen

42、Z.*17The 2024 Social Media Content Strategy R|SproutS|SproutSocialWhich explains why 54%of users engage with brand content on TikTok at least onceif not multiple timesper day:they proactively seek out new products and product updates on the platform.Another 30%engage with brand content at least once

43、 per week.When users interact with brands on TikTok,theyre most likely to engage with short-form videos,ranging from 15-60 seconds long.And theyre most interested in entertaining content,influencer partnerships,and contests and giveaways.Gen Zs top social channels for.63%62%48%36%33%News77%74%41%39%

44、17%ProductsThe types of brand content consumers are most likely to interact with on TikTok1Short-form video(15-30 seconds)2Short-form video(60 seconds)|SproutSocial18The 2024 Social Media Content Strategy ReportBrand spotlightCiscoCisco is a software,network and cybersecurity solutions provider(whic

45、h may not seem like the type of brand that can succeed on TikTok).The company proves even highly technical brands can find their niche on the platform when they share product education content thats fun,relatable and approachable.Cisco has amassed nearly 150,000 followers and more than 835,000 likes

46、 on TikTok,evidence of the platforms potential for all brandsregardless of industry.19The 2024 Social Media Content Strategy R|SproutSocial19The 2024 Social Media Content Strategy ReportXPrimary audience:MenReasons for brand interaction:Real-time updates,Entertainment,EducationContent that performs

47、best:Text postsBest days to post:Tuesday,Wednesday,ThursdayXXs core user base is still passionate about the networkWhen X(formerly Twitter)transitioned from being public to privately-owned,many brands were skeptical of its longevity.But Xs core user base remains present on the network.Almost half(48

48、%)of all social users across age demographics have an X profile,with men significantly more likely to have a profile than women.20The 2024 Social Media Content Strategy R|SproutSocialUsers turn to X for timely updates and news because of its reputation as a news-breaker platform,and thats especially

49、 true for Baby Boomers.Consumers also use X for entertainment,connection with friends and family,and keeping up with influencers and celebrities.When interacting with brands,Xs purpose changes slightly.While still wanting to be entertained,consumers are also most likely to engage with educational pr

50、oduct content and contests and giveaways.On average,35%of X users interact with brand content dailyif not multiple times a dayand 23%interact multiple times per week.When users interact with brand content,theyre by far most likely to engage with text posts,followed by static images and short-form vi

51、deos.The types of brand content social media users are most likely to interact with on X1Text posts2Static images3Short-form video(15 seconds)4Short-form video(15-30 seconds)5GIFs and memes21The 2024 Social Media Content Strategy R|SproutSocialBrand spotlightAldi UKThe UK branch of the multinational

52、 supermarket chain Aldi is quintessentially Britishespecially on X.The brand shares cheeky posts about hashtag holidays and current events in the UK.They also respond to user-generated posts about their products in a way thats light and on-brand.22The 2024 Social Media Content Strategy R|SproutSocia

53、l22The 2024 Social Media Content Strategy ReportPinterestPrimary audience:Gen Z,Millennials,WomenReasons for brand interaction:Positive inspiration,EducationBest days to post:Monday through FridayPinterestPinterests positivity offers a halo effect for brandsAlmost half(43%)of all social users have a

54、 Pinterest account,and its most popular among Gen Z,Millennials and women.Pinterests appeal comes from the positive vibe of the platform.More than half(51%)of all social users feel thatcompared to content on other platformsPinterest is more positive.That number rises to 60%among Gen Z.23The 2024 Soc

55、ial Media Content Strategy R|SproutSocialPinterests optimistic and refreshing nature explains why a quarter of all social users wish more brands used it.Again,this trend is most notable among Gen Z,with 31%agreeing they wish more brands used the network.When social users were asked which platforms b

56、rands should stay away from,Pinterest was the second least likely answer behind Instagram,underscoring just how potent the opportunity for brands is.More than half(51%)of all consumers feel that Pinterest is more positive thanother platforms24The 2024 Social Media Content Strategy R|SproutSocialBran

57、d spotlightNASAThe National Aeronautics and Space Administration(NASA)educates the American public about space scienceincluding how to bake cookies that look like moon phases and create rockets made out of paper.Or,at least,thats what they do on Pinterest.By adapting their mission to the DIY and cra

58、ft inspiration-style content on the platform,theyve developed a following of almost 560,000 and see 4.4 million monthly views.25The 2024 Social Media Content Strategy R|SproutSocial25The 2024 Social Media Content Strategy ReportLinkedInPrimary audience:Gen X,MillennialsReasons for brand interaction:

59、Education,Community management,Customer supportContent that performs best:Text posts,Static imagesBest days to post:Tuesday,Wednesday,ThursdayLinkedInLinkedIn is a space for more than thought leadershipLinkedIn(or,as creator Jayde Powell coined,“The Briefcase App”)is known for being a business-centr

60、ic social media network.But,in the last few years,its evolved into a haven where people share personal updates and reflections,and build genuine community.Its user base is still primarily made up of people in the corporate workforce:39%of all social users have a LinkedIn profile.Its most popular wit

61、h Gen X and Millennials,the generations young enough not to be retired yet and old enough to have established careers.Users are most likely to turn to LinkedIn to search for jobs,but theyre also looking for networking and professional development opportunities.26The 2024 Social Media Content Strateg

62、y R|SproutSocialWhen brands show up on LinkedIn,users want them to share educational product information,manage communities and provide customer support.The platform shouldnt be a mouthpiece for your brand or a chance to show off your fluency in corporate jargon.Instead,its an opportunity to educate

63、 people about your products and industry,and foster community and trustAbout a quarter of users typically engage with brand content on a daily basis(or more).The remaining half are casual users,who log in a few times a week to once every other week.When interacting with brands,they are most likely t

64、o interact with text posts and static images,suggesting video may not be a draw on LinkedIn compared to other platforms.How social users want brands to show up on LinkedIn1Share educational product information2Manage smaller communities3Provide customer support4Interact with other brand accounts5Pos

65、t entertaining contentThe types of brand content social users are most likely to interact with on LinkedIn1Text posts2Static images3Short-form video(15 seconds)4Short-form video(15-30 seconds)5User-generated content27The 2024 Social Media Content Strategy R|SproutSocialBrand spotlightSupersideSupers

66、ide is a creative subscription service that scales companies internal design capabilities.On LinkedIn,the brand shares their latest product innovations,relatable memes,tips from their designers and industry news related to AI developments.The content keeps their 68,000 followers informed and engaged

67、.28The 2024 Social Media Content Strategy R|SproutSocial28The 2024 Social Media Content Strategy ReportThreadsPrimary audience:Gen Z,MillennialsReasons for brand interaction:Entertainment,EducationContent that performs best:Text posts,Static imagesThreadsThreads is still finding its footing,but has

68、long-term potentialMetas Threads platform,designed for sharing text updates and creating public conversations,has seen massive growth since it debuted at the end of 2023.Yet,only 15%of our survey respondents currently have a Threads profile.This percentage increases slightly for Gen Z and Millennial

69、s.Like almost all other platforms,most users turn to Threads to escape boredom,but some use it to keep up with news and real-time updates.About 34%of Threads users report logging in at least once a day.29The 2024 Social Media Content Strategy R|SproutSocialWhen it comes to brand content on the netwo

70、rk,most social users want to be entertained,educated about products and see their favorite brands interacting with each other.Almost half of users(47%)are likely to interact with text posts from brand accounts,followed by static images,short-form video and long-form video.Interest in long-form video

71、 is particularly noteworthy,and could be an emerging opportunity for brands.How social media users want brands to show up on Threads1Post entertaining content2Share educational product information3Interact with other brand accounts4Host contests and giveaways5Provide customer service and supportThe

72、types of brand content social users are most likely to interact with on Threads1Text posts2Static images3Short-form video(60 seconds)5Short-form video(15-30 seconds)30The 2024 Social Media Content Strategy R|SproutSocialBrand spotlightAmerican Red CrossThe American Red Crossa nonprofit that helps th

73、ose affected by disasterswas an early Threads adopter.On the platform,the organization urges people to donate blood and prepare for disasters while providing community education in the wittiest ways possible.The Red Cross also responds to donor and volunteer questions,and jumps on threads with other

74、 brands,delighting their 49,000 followers.31The 2024 Social Media Content Strategy R|SproutSocial31The 2024 Social Media Content Strategy ReportQuality over quantity matters mostSocial media users demand for entertainment above all else continues to shape and evolve what brand content looks like.But

75、 that doesnt mean you should create content for the sake of entertainment alone.Your strategy should still educate your audience,forge connections and serve your business goals.As people up their usage across platforms,brands should keep the key pillars of entertainment,education and connection top

76、of mindwhile understanding the unique nuances of every network.This will enable teams to give audiences what they really want and maximize their limited resources.Reaching consumers in todays over-saturated landscape starts with staying adaptable,listening to customer needs and prioritizing content

77、that resonates.Remember:Go where your customers are.You dont have to do everything,everywhere.32The 2024 Social Media Content Strategy R|SproutSocialAbout the dataUnless otherwise indicated via the symbols below,the research cited in this report was conducted online by Cint on behalf of Sprout Socia

78、l.Consumer participants included 4,400 respondents across the US,Canada,UK,Ireland and Australia who have at least one social media account and follow at least five brands on social media.The survey was conducted between June 28-July 10,2024.*Q4 2023 Sprout Pulse Survey.The data referenced was colle

79、cted via online survey from 1,623 consumers who have at least one social media profile and follow at least five brands on social media,between September 12-14,2023.50%of respondents were based in the US and 50%in the UK.*Q1 2024 Sprout Pulse Survey.This consumer survey was conducted online by Cint,a

80、 global market research firm,on behalf of Sprout Social.Participants included 2,000 consumers across the US and UK who follow at least five brands on social media.The consumer survey was conducted from March 15-March 22,2024.Q2 2024 Sprout Pulse Survey.This consumer survey was conducted online by Ci

81、nt,a global market research firm,on behalf of Sprout Social.Participants included 2,059 consumers across the US and UK who have at least one social media account and follow at least five brands on social media.The consumer survey was conducted from May 17-27,2024.2024 Best Times to Post on Social Me

82、dia Report.Sprout Socials Data Science team gathers this information by analyzing nearly 2 billion engagements across 400,000 social profiles across Twitter,Facebook,LinkedIn,Instagram,Pinterest and TikTok.About Sprout SocialSprout Social is a global leader in social media management and analytics s

83、oftware.Sprouts intuitive platform puts powerful social data into the hands of more than 30,000 brands so they can deliver smarter,faster business impact.With a full suite of social media management solutions,Sprout offers comprehensive publishing and engagement functionality,customer care,influencer marketing,advocacy and AI-powered business intelligence.Sprouts award-winning software operates across all major social media networks and digital platforms.Learn more at Schedule a demo