Trust, authenticity, and connection still reign in 2024
People will always buy from brands they know, like, and trust. Building trust through authenticity and connection will never go out of fashion. My top social media marketing tips for 2024 remain:
Be authentic
Authenticity is relatable. If you sell swimsuits, consider imperfect images with real-world models in real-world situations your audience can see themselves in. If you sell a service, consider sharing that time it went wrong and how you fixed it, the case study of how you improved a client’s life, or maybe behind-the-scenes product creation videos. Avoid AI images, airbrushing, fake poses, and being someone else on social media.
Know your audience
The average social media user is on seven platforms a month. Take the time to get to know where your ideal customer spends the most time so you can tailor your efforts. Review what is working and what is not, or even ask your customers directly what they want more of. Edit your strategy accordingly.
Make the most of user-generated content
We are all wired to be wary of a business promoting itself. We all look for independent reviews and experiences to build brand trust before a purchase. So, monitor business tags and shares by followers and capitalise. If a customer tags you with a positive review – share the gold. If you receive a positive review on Google, consider using a screenshot rather than retyping.
Note: Everyone makes mistakes sometimes. Simply handle negative comments quickly and publicly to improve trust and show your commitment to customer service.
Connect
Build connection with your audience by being human and engaging as you might a friend – reply to comments, thank for shares, and check your business inbox daily.
Trends around social media marketing trends in 2024
If you’ve covered the basics and want to step up your game with some failsafe ‘trends’ in 2024, I recommend these slightly longer-term trends.
Customer service – chatbots and automations
Using automation or chatbots can serve to build trust with simple message like, ‘Thank you for your message, we will get back to you within 24 hours’ (if you meet the promised deadline). They can also successfully answer simple FAQs, and soon we will start to see more generative responses based on your own content.
The trick is to be clear if you are using a chatbot or automation. Consider the Woolworths app. ‘Olive, a digital member of the Woolworths team’, introduces clearly what it can help with, helps efficiently, and transfers you to a human team member if unable to assist.
Communities and groups on social media
Loyal followers like to feel like they are part of a community, and the Facebook algorithm prioritises groups over pages in the newsfeed, so your group posts have more chance of being seen. Consider creating a group for loyal fans to join where you have special offers and exclusive content. Encourage participation and belonging while enjoying greater visibility.
Investing in micro-influencers
People will trust a brand so far, but they trust their favourite influencer so much more. Micro-influencers cost less and can connect with a perfect niche market for your ideal customer. So do your research and reach out about a paid collaboration.
Should your business use AI for social media in 2024?
Artificial intelligence got a lot of press in 2023, with multiple generative offerings entering the market. It can be a great resource if used carefully, but it’s not mandatory for success. The important part, if you choose to use it, is to stay authentic to your brand.
AI style guide
If you use AI for social media content, update or create your style guide first to include AI prompts for consistency. If you are new to style guides, consider using ChatGPT to help you identify your style by analysing your own work. Try the simple prompt, ‘Analyse the following article for tone, language, and style. Provide response in short dot points.’
Summarise it in a few words and provide it to your team and ChatGPT whenever you need content created. Eg. ‘Write me 10 short social media post ideas on the topic of beekeeping in an encouraging yet professional tone, using conversational language, with an action-oriented style.’
As an idea generator
If using AI to create your content feels incongruent with your brand values, consider using it for ideas, like a conversation with a colleague. Try simple prompts like:
- We work in social media marketing. Can you give me ten tips I can share about how to use Facebook for business marketing?
- Our tone is calm, our style is informal, and our language is formal but friendly. Our audience are middle-aged homeowners. Can you write five helpful hints about homeownership for them?
Then you can take the ideas, re-write them to feel more like you and have your posts prepared in half the time. It’s great when you are stuck for inspiration. Stay tuned for more from The Social Nest on this emerging tool for social media marketers!
2024 – Social media marketing in 2024 is still about the long game
Building brand recognition, trust, and community takes time. I could have given you a dozen ‘so-called’ trends for 2024 – use video, post four times a week, get onto the latest platform, sell directly from socials, use chatbots for messages, etc. If a trend aligns with your business values and style, try it, but behind all the new and trendy, remember that social media marketing is a journey, not a sprint.
My plan for social media marketing in 2024 is the same as it was in 2023:
- Know your audience
- Be strategic and consistent
- Build your following and community gradually with authentic content
- Research your hashtags, connect with contacts on LinkedIn, and participate in (or create) appropriate groups on Facebook
- Review and adapt your social media marketing strategy according to what works for your business
- Avoid chasing short-term trends unless they align with your brand values and style
If you could use a guide on this journey, book yourself a free 15-minute social media marketing consultation with The Social Nest today.
