2024

Social Media Trends Report + Expert Panel

Create a winning social media strategy tailored for success in the year ahead with our exclusive look into how people engage across social personally and professionally.

Brands that move quickly and seize opportunities are seeing big payoffs.

Whether it’s using AI tools to create better content, jumping on trends that are a good brand-fit, or optimizing brand channels for social commerce, social marketers are more agile than ever in their efforts to increase ROI.

Dive into the top trends social media marketers are seeing in 2024 as they work to maximize social engagement, brand loyalty, and sales.

Today’s consumers want to support brands who get them, their passions, and who they can connect with and believe in.

Bryna Corcoran

Director of Global Brand Social Media

AI Content Creation

AI-powered content performs better

AI tools have quickly become integral to the marketers’ toolbelt, helping them work smarter and find more time for creativity. Marketers who say their social media strategy was effective in 2023 are 185% more likely to use generative AI tools to create social media content.

71%

of social media marketers use AI tools.
71%

of marketers using GenAI to create content said it performed better than content made without AI.
87%

of social media marketers say using AI tools will be crucial to a successful social media strategy in 2024.

Building an online community isn’t the same as just posting on social media. The expectation for social media marketers in 2024 is to become much more involved, meaning less posting just to appear ‘active on socials,’ and more meaningful, reciprocal, community-focused interactions.

Community Building

Communities are a must-have

Consumers are expecting more engagement and support on social media than ever before. And brands are taking notice — 86% of social media marketers say building an active online community is crucial to a successful social media strategy in 2024.

Top Benefits of Building a Social Media Community

Insights from Industry Leaders

On-Demand Social Trends Webinar

HubSpot sat down with five social media and digital marketing experts to get their take on the top social trends for 2024. See what they had to say in this expert panel.

Chi Thukral

Social Media at HubSpot, Forbes 30 Under 30
Chris Savage

CEO and co-founder of Wistia
Jon Youshaei

YouTuber and former YouTube and Instagram employee
Ross Simmonds

Founder of Foundation Marketing, specializing in B2B content marketing
Scott D. Clary

Founder of The Social Club and Host of Success Story Podcast

Relatable doesn't always mean that you have to have a vanilla point of view. So I think you can be provocative. I think you can have a spiky opinion. You don't have to play it safe all the time.

Scott D. Clary

Founder & CEO of The Social Club

Panel Participant

Social Media Shopping

Social is the new home of e-commerce

Social media shopping is up almost 40% year over year, and almost half of Gen Zers and Millennials report buying a product directly on social in the past three months.

52%

of social media marketers use social media to sell products directly within social media apps.
25%

of social media users bought a product directly within social media apps in the past three months.
70%

of social media marketers say they have an employee responsible for managing social commerce.

The brand research and product discovery process is now closely linked to influencer reviews, brand videos, and which product is the most searchable and easiest to buy.

Social Vs. Search Engines

Social beats traditional search for consumers

Today, one in four consumers prefer searching for brands on social media platforms over search engines, and 22% say they search via social more often than search engines.

87%

of social media marketers say social search is important to their overall social media marketing strategy.
17%

of consumers use AI chatbots to search for answers online.
21%

of consumers prefer to use social media to find answers to what they’re looking for.

2024 Social Media Trends Report

Gain insights into the top social trends of the year, gathered from over 1,500 global marketers.

About Our Partner

Mention supports over 2,000 brands and agencies in their Web Monitoring and Social Listening endeavors. With over a billion sources monitored 24/7 on the web and social media, you will never miss an important mention about your brand or your market.