{"id":3785,"date":"2023-12-07T19:47:50","date_gmt":"2023-12-07T19:47:50","guid":{"rendered":"https:\/\/www.allisonworldwide.com\/?p=3785"},"modified":"2024-01-08T18:52:11","modified_gmt":"2024-01-08T18:52:11","slug":"social-media-effective-2024","status":"publish","type":"post","link":"https:\/\/www.allisonworldwide.com\/social-media-effective-2024\/","title":{"rendered":"Your Guide to Making Social Media More Effective in 2024"},"content":{"rendered":"\n
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By Sarah Maschoff<\/p>\n\n\n\n

Social media plays a major role in most marketing campaigns, usually to encourage brand awareness and user engagement. In 2024, that role should be reconsidered as social channels become a way to not only reach viewers but also buyers.<\/p>\n\n\n\n

Many brands haven\u2019t taken a solid look at their social set up since sometime in the 2010s. And in this new age of Social Discovery, Social SEO and AI, brands must put down the outdated playbook of a decade ago and recognize the shifting behaviors that require them to make changes across their social strategy. <\/p>\n\n\n\n

As we head into a new year, brands must break out of these stale social encampments and bring their social media marketing from 2010 to 2024. <\/p>\n\n\n\n

Social Discovery Brings In Ready-Made Buyers <\/strong><\/p>\n\n\n\n

Social discovery is the act of discovering a brand\u2019s products or services through social channels rather than through traditional search. This doesn’t mean getting a buyer\u2019s attention by bombarding them with ads while they engage in their nightly doom scroll. <\/p>\n\n\n\n

Real social discovery is made through profile optimization (social SEO), social commerce and influencer partnerships. Without these tools, organizations are doomed to keep paying for a potential customer\u2019s attention instead of earning it. <\/p>\n\n\n\n

This trend won\u2019t away any time soon. A recent survey<\/a> confirmed online product searches are increasing on social channels, while traditional keyword searches on Amazon and search engines are ticking down.<\/p>\n\n\n\n

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That\u2019s not to say a behemoth like Google is down for the count \u2013 it just means brands must expand their marketing strategy to encompass this new reality.<\/p>\n\n\n\n

Diversify Your Strategy<\/strong><\/p>\n\n\n\n

As millennials and Gen Xers move into the \u201cold people\u201d camp of social media users, their behavior contrasts even more with younger audiences like Gen Z.<\/p>\n\n\n\n

For older users (i.e., most of us born in the last century), promoted posts or ads still generate a fair number of clicks. But for Gen Zers, traditional ads have become tiresome with most users making purchasing decisions based on influencer recommendations<\/a>.<\/p>\n\n\n\n

Brands should avoid taking a one-size-fits-all approach to their social strategy and begin to diversify the who, how and why of connecting with their audience.<\/p>\n\n\n\n

Steps to Setting Up Social Discovery on Your Social Channels<\/strong><\/p>\n\n\n\n

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  1. Embrace influencers<\/strong><\/li>\n<\/ol>\n\n\n\n

    Influencers have become de rigueur for brands in this new social age. As younger consumers become more accustomed to making their buying choices based on influencer recommendations, brands must think seriously about incorporating influencers into their marketing if they want to continue to reach young, influential buyers.<\/p>\n\n\n\n