ADWEEK Social Media Week 2024: Praytell’s Insights

Last week Praytellians had the opportunity to attend ADWEEK Social Media Week 2024 to brush up on what’s working and what’s not in the new era of  social media. We’re sharing a recap with you so you don’t need to wade through Twitter/X feeds for details or search the depths of LinkedIn. Check it out:

Scrolling Into the Future: Unpacking Social Media Trends of 2024

In the ever-evolving landscape of social media, it’s crucial that marketers are authentic and stand out from the pack. While it's tempting for platforms to replicate successful features from their competitors, they should stay true to their unique identity while incorporating necessary upgrades. A great example? As Instagram tries to expand and mimic the features of other platforms, they’ve actually hindered organic amplification for influencers and creators. Criticisms of Instagram’s continual changes abound and new capabilities seem to fall flat. Not very real of you, IG. 

With such an emphasis on authenticity, it makes sense that platforms that create space for niche communities and allow for targeted engagement are on the rise. Using platforms like Discord and SubStack, brands can foster meaningful connections with community members. The move toward these more personal interactions goes to show how important it is for brands to adapt and experiment with up-and-coming platforms if they want to succeed on social media.

Decoding The Power of Social-First Marketing

Social-first content is captivating, audience-centric, and platform-endemic. And, it’s always on. “Always-On Social Content” seeks to provide a constant stream of engaging content, tailored to specific audiences and platforms. Since we can’t predict how each piece of content will perform or which trends will bubble up that day, marketers need to be prolific. Content doesn’t need to be perfect, it needs to be social. Premium doesn’t win, connection wins. Viral Nation, a leading authority in the digital landscape, shared insights on just how powerful this approach to social can be:

• 40% more views on average are attributed to lo-fi brand content than hi-fi brand visuals
• 79% of people ages 13-26 say they’re tired of seeing polished images in advertising

Dynamic community management also plays a large role in social-first marketing, which involves maintaining active, responsive relationships with audiences across platforms. In the current social landscape, every user is—or will soon become—an influencer or creator due to the transformative power of social media and the little chunks of metal and plastic we carry around in our pockets. By leveraging user-generated content and prioritizing authentic engagement, brands can build loyalty with creators and inspire trust in consumers. In fact, UGC campaigns can trigger a 29% increase in conversion rates (Viral Nations). 

‍Debating the Social Data That Drives Performance

When developing strategies around paid and organic social, it’s important to consider how the message aligns with your intended audience on a day-to-day basis. By showcasing how your brand or product seamlessly integrates into consumers' lives, you can capture attention and drive engagement much faster. For instance, illustrating to busy moms how a Therabody device can alleviate stress after a day of chasing after their kid will likely resonate deeply, instead of sharing out a few quick product features (no matter how impressive). 

Enter: TikTok shop. TikTok is becoming a shopping destination and fertile ground for this discussion. How do brands keep the content focused on the consumer, authentic to the creator, and educational to all. It’s a fine balance for TikTok Shop brands and content creators to create the perfect “edu-tainment” post and inspire purchases from a short selfie video. In a constantly-evolving landscape, data-driven strategies are the foundation but people-focused content is the scaffolding resting atop. 

The Impact of a TikTok Ban: What Marketers Should Know

As discussions surrounding a potential TikTok ban continue, marketers must strategize for shifts in the advertising landscape. TikTok's unique testing capabilities make it invaluable, offering opportunities for experimentation and reaching diverse creator communities. Moreover, TikTok's extensive creator base provides access to a broader audience spectrum, which may not be as readily available on other platforms.

In light of uncertainty, marketers should consider diversifying their platform presence and assets. Utilizing content across multiple channels can amplify reach and engagement, reinforcing brand visibility and resilience. Mitigate risks and capitalize on emerging trends by developing contingency plans, exploring alternative platforms, and experimenting with various content formats. By adapting to evolving landscapes, marketers can navigate potential disruptions while maintaining momentum in their digital strategies.

Interested in learning more about navigating the challenges of the current social media landscape?  Drop us a line at hello@praytellagency.com.

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