It’s 2024, and the highest-ROI advertising and marketing channel remains to be good ol’ social media. 

Our State of Advertising and marketing & Developments Report exhibits that 43% of entrepreneurs use it as a advertising and marketing channel. I’m wondering why that quantity isn’t even increased.

As of late, sharing content material on social media is a no brainer for manufacturers. Whether or not you’re searching for a method refresh or making an attempt out the channel for the primary time, this publish is your information to the various kinds of social media content material, what works finest, and the way it can empower what you are promoting.

Completely different Sorts of Social Media Content material

1. Video (Quick-form, Particularly)

Social media entrepreneurs are nonetheless putting their guess on short-form movies in 2024, some even upping the ante: 

• 67% plan to extend their funding in short-form movies
• 31% will preserve their present funding 
• 33% plan to take a position extra in short-form movies than every other content material type

It’s not shocking, contemplating brief movies yield the best ROI for social media advertising and marketing, in line with HubSpot’s 2024 Social Media Developments Report.  

Some widespread examples of short-form movies are TikTok movies, Instagram Reels, and YouTube shorts. This TikTok under is from Candeeze, a small husband-and-wife model that sells freeze-dried sweet on-line. It racked up 1.8 million views by exhibiting the behind-the-scenes of their enterprise operation. 

Don’t neglect dwell video — they gained steam in the course of the pandemic permitting distant participation in occasions. Twitch and different fashionable live-streaming platforms let individuals work together with their favourite creators in actual time. This format has the second highest ROI of all social media content material sorts, in line with 57% of entrepreneurs.

Lengthy-form movies are additionally fashionable, regardless of having decrease ROI than short-form. They’re extra pricey to provide; customers anticipate excessive manufacturing high quality from them whereas missing the eye span to complete them. 

But when lengthy movies are your jam, don’t fear — for every long-form video you produce, you possibly can repurpose it into a number of shorts, maximizing the worth of your assets. 

2. Audio Chat and Stay Rooms

Keep in mind when Clubhouse was all everybody might discuss? That frenzy has handed, however audio chats and dwell rooms are right here to remain. Many platforms have native audio options, like Twitter Areas, LinkedIn Stay, and Fb Stay Audio. 

Audio chat rooms let manufacturers straight talk with audiences and develop nearer relationships than seeing a billboard or watching a YouTube video. And, throughout a time when prospects worth connections with manufacturers greater than ever, audio chat rooms are a useful instrument.

After seeing passable ROI, 91% of social media entrepreneurs plan to proceed or improve their funding in audio chat and dwell rooms. 

Audio chat rooms are additionally stylish amongst Gen Z, the largest social media demographic. A Spotify examine discovered that 80% of Gen Z take pleasure in audio content material as a result of it permits them to specific their individuality and discover completely different sides of their personalities. 

3. Content material That Represents Model Values

Virtually half of entrepreneurs say that content material reflecting model values is a part of their present social media technique. 

Any such content material is something that highlights what your organization stands for, similar to commitments to sustainable manufacturing practices, truthful therapy of workers, social justice, and extra. 

Shoppers care greater than ever about what the manufacturers they purchase from stand for and the values they’ve. They wish to know the causes that companies help and the commitments made to bettering the world.

When you want an instance of doing model worth content material proper, look no additional than Patagonia. 

It’s not nearly loyalty: Entrepreneurs additionally say that it has the fifth greatest ROI of any development. 48% of entrepreneurs are already posting one of these social media content material.

4. Person-generated Content material

Person-generated content material (UGC) is content material your viewers creates that options what you are promoting/model that’s not paid for by what you are promoting. For instance, somebody shares a non-sponsored TikTok about how a lot they like your product or posts an image sporting your clothes and tags what you are promoting.

Any such content material is nice to share on social media as a result of it helps your audiences see that folks use and like your merchandise, vouching for you in a real-life manner. Why toot your personal horn if you may get another person to do it, proper? 

UGC pays off, as prospects belief critiques from family and friends greater than they belief branded advertisements, and almost 80% of individuals say UGC extremely impacts their buy selections, significantly extra so than branded content material and influencer content material.

If you do use UGC, the platforms it performs finest on are YouTube (26%), Instagram (24%), and Fb (21%). 

5. Humorous, Stylish, and Relatable Content material

Social media entrepreneurs know the worth of a viral publish too nicely. They’re laborious to come back by, however you possibly can improve your likelihood by hopping on viral memes, relating them to what you are promoting, and utilizing trending hashtags or sounds. 

Any such buzzy content material requires a excessive stage of consciousness of what’s taking place on-line, cultural moments, and present occasions. 

Over 40% of entrepreneurs already share humorous, stylish, and relatable content material on social media, and 59% say they are going to double down on humorous content material in 2024, it being the best of the three. Shoppers adore it, too – they’re starved for high quality humor from manufacturers. 

Our very personal social media crew is savvy at this type of content material, like this humorous and relatable tweet. 

6. Shoppable Content material

Shoppable social media content material permits customers to flick thru merchandise in your accounts, uncover issues they like, and even make a purchase order with out leaving the app.

The picture under is an Instagram storefront for Ink Meets Paper, the place somebody can browse its merchandise, discover what pursuits them, and make a purchase order.

Picture Supply

This can be a useful content material sort as social purchasing is presently on the rise, and customers are discovering new merchandise and shopping for merchandise on social media apps greater than ever earlier than.

In actual fact, social media is the most well-liked manner for Gen Z, Millennials, and Gen X to find new merchandise — over 1 in 5 have made an in-app buy prior to now three months. No surprise 87% of entrepreneurs plan to take care of or improve their funding in social promoting enablement instruments in 2024. 

The simplest platforms for promoting in-app are Instagram (26%) and Fb (26%). 

7. Instructional Content material

Instructional content material shares useful info with audiences that helps them attain their objectives and meet their wants. It may well are available infographics, movies, text-based posts, pictures — any of the content material sorts we mentioned on this publish.

HubSpot usually shares academic content material by YouTube movies, the place viewers can be taught extra about ideas of curiosity. The video under is a latest one which educates viewers on making a model model information.

8. Ephemeral/Disappearing Content material

Ephemeral/disappearing content material is content material that solely stays up for a sure period of time, like Instagram Tales that disappear after 24 hours.  

Leveraging individuals’s FOMO is without doubt one of the oldest tips within the advertising and marketing playbook. The sensation will get much more amplified in social media, which is why 47% of manufacturers plan to extend their funding in this type of “limited-time” content material. 

Customers solely have a set interval to interact with it, so that they could be extra keen to maintain monitor of your profiles and hold returning to expertise. 

Creating quizzes and polls in your Tales is a good way to leverage one of these content material. Individuals solely have a sure period of time to reply, producing pleasure and fast motion and galvanizing respondents to come back again and see outcomes.

Take a look at examples from LEGO, Harvard Enterprise Evaluation, and Outback Steakhouse, and see how they’re crushing it on the Instagram Tales recreation. 

9. Different Sorts of Content material You’re Acquainted With

Pictures

Our latest survey discovered that 47% of entrepreneurs leverage pictures as a media format, which works nicely on all social media platforms.

Really, 54% of entrepreneurs suppose that social media content material that’s polished and has excessive manufacturing worth (e.g. excessive decision pictures/movies) is much more necessary than the content material being genuine and relatable. However attempt to goal for each! 

Textual content-based

We see text-based content material on social media on a regular basis, from Twitter(X) threads to thought management posts on LinkedIn. The first objective is to share perception by phrases — you possibly can pair it with an eye catching picture, however the level of the publish is within the textual content.

Blogs are fashionable text-based content material the place individuals learn longer posts and uncover useful info. However a typical mistake is sharing weblog hyperlinks straight on social media. Social platform algorithms don’t favor linking out (they need you to remain!), so that you higher adapt an present weblog publish into snackable takeaways that’s extra appropriate for social customers’ habits. 

Infographics

Infographics are a content material sort with the share-ability and visible attraction of pictures however are full of useful information and data. It’s an impactful type of social media content material and academic content material.

The picture under is a publish from HubSpot’s Instagram account that’s an infographic that informs viewers about the best traits of a gross sales chief.

Picture Supply

Infographics are efficient, too, with 51% of entrepreneurs that recurrently use them saying it yields excessive ROI.

Repurposing Content material Is Nonetheless A Precious Technique

Social media entrepreneurs say they use a median of three platforms in 2024, every with its finest practices and norms to comply with. 

It may be difficult to create particular person items of content material for each single platform, so many entrepreneurs share comparable content material throughout platforms however repurpose it to suit the tone and necessities of every one.

The important thing to success, nonetheless, is repurposing content material, not resharing. Individuals don’t look fondly at manufacturers that share the very same factor on every platform. 47% of entrepreneurs already share comparable content material throughout platforms with tweaks to make it extra related to the platform’s calls for.

It’s a brand new period for social media. To maintain up, I like to recommend you take a look at this video about making a social media technique this 12 months and past. 

Need Extra Social Media Insights?

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