The 2024 Social Media Content Strategy Report
Social media users have an insatiable appetite for content—even as the social ecosystem becomes more complex. Despite AI-generated content inundating feeds, emerging networks shaking up the landscape and algorithms transforming on a dime, consumers have never been more plugged in and eager to engage with their favorite brands on every channel.
For marketers, this is a call to action that’s getting harder to answer. Without the right insights and direction, social teams face creative fatigue trying to keep up with their audience’s heightened demands. We surveyed over 4,500 consumers to find out what users actually want from brands on social, and how their responses differ from network to network. These findings reveal what kind of content social teams with limited budgets and bandwidth should prioritize, and how to deliver the greatest return on investment from your social media efforts.
View Data Report
Key findings from the research
What you’ll find in this toolkit
Lean into "edutainment"
Two-thirds of social users find “edutainment” (content that educates and entertains) to be the most engaging of all brand content.
Understand platform nuances
How consumers want brands to show up on social varies by platform, so marketers need to dig into what audiences really want to maximize their limited resources.
Emphasize quality over quantity
The antidote to today’s over-saturated landscape isn’t publishing more. It’s staying adaptable, listening to audience needs and prioritizing content that resonates.
Build and grow stronger relationships on social
Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.
Try Sprout For Free