🤳Long or Short?

Navigating The Ever-Changing Landscape of Social Media Marketing in 2024

January 30, 2024

Read Time: 3.0 minutes

Welcome back, Creator!

Gen Zers prefer TikTok over Instagram for long videos. No, that's not a typo. We do mean LONG videos, not short ones.

A research project was recently completed at Insider Intelligence/eMarketer, diving deep into US Gen Z social media users. It didn't just ask them which apps they used and what activities they liked on social media. It asked them: "Which apps do you consider your go-to for social activities?"

The report is a deep dive into how Instagram and TikTok compare for key Gen Z social activities. (Check out eMarketer for a preview.)

The biggest surprise in this chart?

Gen Zers are likelier to have used TikTok to watch long videos in the past month than Instagram.

What does this mean? Should you create longer-form videos now?

Read more below!

Trivia Question: In 2024, which major social media platform introduced AI-driven personalized hashtag suggestions for content creators to enhance post visibility and engagement?  (Answer at the end of the Newsletter).

TODAY’S MENU

  • LinkedIn + Content Creators = B2B Lead Heaven: In a world where technology is rapidly changing, the longevity of the tech company, which was founded in 2002, is a tribute to its utility and dominance within its niche in social media.

  • Navigating the Ever-Changing Landscape of Social Media Marketing in 2024: Adapting to ever-evolving platforms to catch the latest trends and user behaviors.

  • Instagram Tests New Group Chat Conversation Starters in Notes: Instagram has launched a new test of Notes prompts, which provides a new way for users to spark group chats by posing common conversation starters.

CURRENT NEWS

Should You Go Long?

Instagram tried to be more like TikTok by letting people post longer videos, but now TikTok is returning to shorter videos. This means Instagram will have a hard time competing with TikTok again.

Here are two things we learned from a recent study:

1️⃣ Gen Z still likes Instagram Stories. We used to think Stories were not popular, but we were wrong. Almost 8 out of 10 young people in the US use Instagram Stories. So, if you want to reach Gen Z with your content strategy, use Stories in your social media plan.

2️⃣ Instagram Reels is becoming more popular, catching up to TikTok. There's only a 10-point difference in how many young people watch short videos on TikTok and Instagram. This matches what we’ve seen from young people and what Mark Zuckerberg and his team have said. If you want to target Gen Z, you should have a plan for Instagram Reels, not just TikTok.

On the heels of the news about TikTok favoring longer videos, they recently announced that they will test 30-minute uploads to expand their content options.

While the jury is out on whether the average TikTok consumer will be interested in longer videos, you, as the creator, should always be testing how your content lands with your followers. Test, test, test!

CREATOR STRATEGIES

Navigating The Ever-Changing Landscape of Social Media Marketing in 2024

Social media platforms are constantly evolving to adapt to the latest trends and user behavior, aiming to maximize usage, retain audiences, and stay relevant in the dynamic landscape of social media marketing.

This constant transformation can be challenging for businesses looking to leverage these platforms for marketing.

1. Facebook: Despite recent shifts, Facebook remains the largest social media platform, making it a crucial focus for marketing. In 2024, Facebook is concentrating on the following areas:

  • Messaging: As more users share updates within private messaging groups, businesses should explore connecting with consumers through messaging platforms.

  • Reels: Facebook continues to prioritize short-form video content, providing opportunities for marketers to engage with the audience.

  • AI: With Mark Zuckerberg's interest in AI, businesses should consider utilizing AI ad tools to enhance marketing efforts.

2. Instagram: Instagram, owned by Meta, is a significant marketing platform with a focus on the following in 2024:

  • Reels: Like Facebook, Instagram emphasizes short-form video content for increased engagement.

  • Notes: Instagram's Notes feature, popular among younger users, allows businesses to connect with this demographic.

  • Threads: Meta is giving attention to Threads, potentially opening up new outreach and connection opportunities for marketers.

3. X: Elon Musk's "everything app" remains unpredictable, but in 2024, potential marketing strategies include:

  • Premium Boost: Marketers may need to consider X Premium subscriptions to advertise on the platform.

  • Reduced Competition: As major advertisers pull out, marketers may have more exposure potential.

  • Video Focus: X is transitioning into a "video first platform," offering opportunities for video ads and content.

4. TikTok: TikTok, a trendsetter in recent years, is focusing on the following:

  • In-Stream Sales: TikTok is pushing in-app sales projects, making it essential for marketers to explore e-commerce opportunities.

  • Live-Streaming: Live-streaming remains popular on TikTok, providing creative avenues for promotional efforts.

  • Creator Partnerships: Collaboration with creators is encouraged to improve branded content and offer monetization opportunities.

5. LinkedIn: LinkedIn continues to be a valuable platform for B2B social media marketing with a focus on:

  • Newsletters: LinkedIn's in-app newsletters are growing, offering opportunities for businesses to provide updates.

  • Collaborative Articles: LinkedIn emphasizes AI-powered Collaborative Articles for brand awareness.

  • Video and Events: The platform hosts more video content and events, presenting opportunities for exposure.

6. Snapchat: Snapchat excels in youth engagement and offers opportunities for marketers, including:

  • AR Development: Snapchat leads in augmented reality, offering the potential for AR ads and experiences.

  • Creator Collaborations: Brands partnering with creators can enhance engagement through unique content.

7. Pinterest: Pinterest, with a focus on shopping, is valuable for retailers, especially with:

  • Catalog Ingestion: Improved catalog integration allows businesses to showcase products to targeted audiences.

  • New Ad Types: For increased engagement, Pinterest introduces new ad formats like Showcase and Quiz ads.

  • Creative Collages: Pinterest's Collage option provides a creative way to display products.

In the ever-changing social media landscape, staying informed about these platform-specific trends is essential for successful marketing in 2024.

SOCIAL

Instagram Tests New Group Chat Conversation Starters in Notes

Instagram has introduced a new test feature called "Notes prompts" to encourage group engagement and conversations among users. With Notes prompts, users can ask questions or pose common conversation starters, and other users can see everyone's responses in their feeds. This feature is designed to make it easier for people to connect and interact with their friends on the platform.

While this may seem like a minor update, it serves a specific purpose. Instagram is keen on retaining its younger audience, as many young users migrate to platforms like TikTok and Snapchat.

Notes are popular among young users, and they often use them as conversation starters. Instagram wants to remain relevant to the younger demographic and prevent becoming a platform associated with older users, similar to what happened with Facebook.

In essence, Instagram's continuous updates to Notes are driven by the desire to cater to the preferences of younger users and keep them engaged on the platform. So, expect to see more updates related to Instagram Notes as long as they resonate with the youth.

CURRENT TRENDS FOR CREATORS

Leverage These TikTok Trends in January

@later.com

Me IRL: “Thank you for the questions”. 😇💫 🙏 Oh, and this cute template is available on our site for free, so grab her while you can. 🫶 #b... See more

Trend: Receipts, Proof, Timeline, Screenshots

Trend Recap: ICYMI: Everyone is obsessed with this viral clip from Real Housewives of Salt Lake City, and it makes for the perfect audio.

Pair this audio with the text of you trying to showcase your work or explain something obvious.

New Podcast Episode Alert:

Watch our latest clip from Digital Marketing Misfits Show, “Monetize Whatever Content You Love Doing.”

Don’t forget to SUBSCRIBE to catch the latest episodes!

CONTENT CREATION TIPS

We compiled our BEST 100 ChatGPT prompts you will need as a creator in 2024!

⬇️GET YOUR COPY TODAY ⬇️

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Trivia Answer: Instagram launched an AI-driven feature in 2024 that provides personalized hashtag suggestions to content creators, helping them increase their posts' visibility and engagement by targeting more relevant audiences.

Thanks for reading!

Catch you on the next edition of THE CREATOR REPORT!

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