One year is gone and another one is here. The start of 2024 brings changes to consider if you are looking to initiate a new social media strategy. Metricool’s Social Media Study 2023 has shed light on significant transformations and emerging trends that are likely to shape the digital landscape in 2024. Through in-depth analysis of 9 platforms and 978,379 accounts, the report highlights substantial changes in key metrics, highlighting declining impressions, interactions and reach amid increasing content saturation.
In the nomenclature used in the study, a distinction is made between different account sizes: Tiny (0-500 followers), Small (500-2,000), Medium (2,000-10,000), Big (10,000-50,000) and Huge (50,000-55M). This classification seeks to capture a variety of account sizes within a tiered structure.
Between 2022 and 2023, several changes were seen. The decrease in impressions, engagement and reach on social networks reflects the growing saturation of content, negatively affecting key metrics. Platforms such as Facebook experience a notable reduction in reach and engagement, despite the introduction of formats such as Reels. Although engagement metrics have withstood the decline, fewer accounts are being reached, underscoring the importance of more effective content strategies.
The vertical video format continues to reign supreme, with Instagram surpassing one million Reels, which means that more than twice as many were posted than in the previous year. This increase in posting has brought Huge accounts 18.26% more interactions.
On the other hand, the frequency of post publication has decreased, which has caused their engagement to drop. But if there has been a format that has stood out in the frequency of publication, these are the Stories. This, in turn, has been reflected in great results in terms of reach.
The data reveals that Stories and Reels look to be the most promising formats for 2024, but that there will be a challenge to retain the attention and interest of the audience. This will be a particularly important task for smaller accounts.
The format par excellence in this social network has been short videos, experiencing an increase in their publication of 600% compared to 2022. However, despite these efforts, the data show that interaction and reach have decreased considerably.
The silver lining lies in Reels engagement, which is up 33%. This leaves us with the consolation that, although fewer accounts are being reached, effectiveness is being achieved.
It also compares the engagement between regular publications (posts) and Reels, highlighting that the engagement of Reels has evolved more favorably than that of traditional publications. This analysis underlines the growing importance of Reels as attractive content for users, while the engagement of conventional publications has experienced a marked decrease compared to 2022.
As for TikTok we see the exponential increase in accounts and publications compared to the previous year (2022). Regarding specific trends in the type of content, a decrease in the frequency of weekly publication is observed (except in the case of Big accounts). The analysis indicates that there is a possible saturation of content on the platform, evidenced by the decrease in interactions and engagement in several accounts.
This suggests that creators and brands on TikTok must adjust their strategies to maintain audience engagement.
YouTube’s analysis highlights several important trends on the platform. It shows that posting frequency has increased for both long-form videos and Shorts, with a notable average growth of 27%, suggesting active engagement by creators in content production.
However, despite the increase in content production, there is a decrease in average engagement per video across channels of all sizes. Looking ahead to trends for 2024, a greater focus on content quality and promotion is expected to increase interaction and audience engagement.
In relation to Twitter, there was a significant decrease in impressions and reach. However, despite this drop, interaction metrics have managed to show positive growth, except in the case of Tiny accounts. Thanks to this, engagement has shown good results.
Trends for 2024 indicate that Twitter (now X) remains an effective platform for interaction and engagement, despite algorithm changes and a drop in impressions.
On the other hand, LinkedIn shows a decrease in impressions, but interactions have helped engagement to show positive results. Brands are reaching fewer people, but connecting with users who are more interested in the content. The platform is more efficient with fewer but more powerful posts, with an emphasis on shareable content.
Pinterest, on the one hand, has been a big surprise. It highlights a remarkable 32% increase in engagement, and the metric that has driven this growth is clicks to external links. This finding reinforces the idea that Pinterest is not only a discovery social network, but also plays a crucial role in generating traffic for external websites.
Active user engagement on Pinterest shows no signs of slowing, as overall interaction has seen growth of more than 17.4%. This includes actions such as clicking on links and saving content, highlighting the importance of user-driven strategies and the creation of content that prompts action.
In terms of anticipated trends for 2024, the analysis suggests a significant increase in clicks on pins to access external URLs and shopping functions on the platform.
Image: Canva
Your email address will not be published. Required fields are marked *
Δ