In an ever-evolving social media marketing landscape, staying ahead requires a current understanding of the challenges, strategies, and innovations that drive success in the industry. This is why we conducted the first-ever “Ignite Social Media Trends Survey,” capturing insights from social media marketing professionals across various sectors. With over 100 responses from seasoned marketers, the results offer a comprehensive snapshot of the current state of social media marketing in 2024.

Team Sizes and Challenges

Conducted in June and July of 2024, one of the surprising insights from our survey was the size of social media teams. The average team size reported was just 3.3 people, with a median of only 2 people. The small size of teams may be correlated with a significant challenge identified by 33% of respondents: being asked to do too much.

With teams often stretched thin, it’s no wonder that social media professionals are grappling with generating engagement (43%) and creating content (34%), which are among the top struggles identified. Other notable challenges include securing budget (31%), coming up with content ideas (25%), and analyzing results (21%). These challenges highlight the multifaceted nature of social media marketing, where strategic thinking must be paired with creativity and analytical skills. It’s hard to do all of that with just two people.

Tools and Content Strategies

In terms of tools, a majority of respondents (55%) are still working natively within the social networks at least some of the time. Sprout Social emerged as the most popular tool (23%), followed by Hootsuite and HeyOrca (18% each). These tools may be helpful for managing the increasing demand for video and reels, which 91% of respondents ranked as the most successful content types. Image posts and carousels also performed well, with 49% and 47%, respectively, ranking them as successful.

Measurement continues to be a challenge for social media marketers. While direct return is frequently discussed, it’s not a common metric actually being used by brands. Return on Ad Spend (ROAS) and Return on Investment (ROI) were less prioritized than other metrics, with only 11% and 10% of respondents selecting them as critical measures of success. Instead, engagements (87%), reach (56%), and follower growth (41%) were the most common metrics used to gauge success by the brands and agencies surveyed.

Preferred Platforms and Value Assessment

When we asked what platforms they support, three industry stalwarts led the way. Instagram, Facebook, and LinkedIn are the top platforms where brands are most active, with 98%, 96%, and 74% of brands using them, respectively, while TikTok was supported by less than half of brands (47%).

In terms of value received by brands, similar results surfaced. TikTok, while receiving significant media and industry attention, ranked lower in terms of perceived value, with only 22% of respondents listing it as one of the top three most valuable platforms. This finding suggests that while TikTok is trendy, it may not yet offer the same level of ROI as more established platforms like Instagram and Facebook. Instagram led the way at 79%, followed by Facebook (56%) and LinkedIn (54%), saying it was among their most valuable channels.

Moreover, brands are increasingly recognizing the value of social media beyond mere visibility. A substantial 72% of respondents reported that their leadership teams value their work, with social media being moderately to highly valued by most. This acknowledgment is crucial for social media professionals, who are often at the forefront of digital innovation.

Budget and Paid Media

Budget allocation remains a critical aspect of social media strategy. While only 15% of respondents reported a decrease in their budgets, 32% noted an increase, and 49% said their budgets remained the same. Despite budgetary constraints, paid social media is a strategic component for most respondents, with only 13% not incorporating it into their marketing plans.

Interestingly, 44% of respondents indicated that they have a modest paid social budget relative to their size, while 33% have a moderate budget, and 6% boast a significant paid social budget. These figures reflect the diverse approaches brands take when investing in social media advertising.

The Role of AI in Social Media

Artificial Intelligence (AI) is gradually reshaping the landscape of social media marketing. While 53% of respondents reported no impact of AI on their resource needs, 14% noted a moderate increase, and 13% experienced a moderate decrease. AI’s influence today is primarily seen in content creation, with 68% of respondents using AI for text generation and 51% leveraging AI for brainstorming creative concepts and campaigns.

Additionally, 23% of respondents use AI assistance for engagement or replies, indicating that AI is beginning to play a more significant role in managing social interactions. Despite this, a small percentage (18%) are not yet utilizing AI, highlighting a gap in adoption that may close as AI technologies continue to evolve.

Career Satisfaction and Industry Experience

Social media marketing remains a rewarding career path for many professionals. According to our survey, 72% of respondents are happy with their careers, with 40% somewhat happy and 32% very happy. Only 1% reported being very unhappy, and 10% were somewhat unhappy. This overall satisfaction reflects the dynamic and fulfilling nature of working in social media.

Our survey was completed by respondents who are quite experienced, with 52% having worked in the industry for over a decade and only 6% having worked in the industry for fewer than 2 years.

Conclusion

The “Ignite Social Media Trends Survey” provides a valuable lens into the current state of social media marketing. As the industry continues to evolve, understanding the challenges, tools, and strategies that drive success is essential for marketers aiming to stay ahead of the curve.