As a small business owner, I’ve always known that social media is crucial for growth. But 2024 feels different. The landscape is evolving faster than ever, with new platforms emerging and algorithms constantly changing; It’s both exciting and a little daunting. But after experimenting and adapting my strategies over the past year, I’ve discovered some key trends that are proving incredibly effective for driving business growth.
1. Embracing the Power of Text
While it might seem counterintuitive in a world dominated by video, text-based content is experiencing a resurgence. I’ve noticed a significant increase in engagement on my simple text posts, especially on platforms like Facebook and LinkedIn.
For example, I recently shared a text-only post on LinkedIn detailing a challenge my business overcame. The post sparked a lively discussion, attracting comments and shares from other professionals in my industry. It reminded me that sometimes, authentic and relatable storytelling trumps flashy visuals.
This trend highlights the enduring power of the written word. People crave valuable information and genuine connection, which well-crafted text can deliver effectively.
2. Optimizing for Social Search
Here’s a thought: What if instead of just competing with other businesses on social media, you were competing with Google? That’s the reality in 2024. People are increasingly turning to platforms like TikTok and Instagram for information they used to search for on Google.
I experienced this firsthand when a potential customer messaged me after finding my business profile on Instagram. They were looking for a specific service and found my page through a hashtag search. It was a lightbulb moment.
Now, I’m laser-focused on optimizing my social media profiles and content for search. This includes:
- Using relevant keywords in my bios and captions
- Creating content that answers common questions in my industry
- Engaging with relevant hashtags to increase discoverability
By treating my social media profiles like mini search engines, I’m attracting a wider audience actively seeking what my business offers.
3. Experimenting with Longer Video Formats
While short-form video remains popular, I’ve found that longer-form videos are capturing attention and driving deeper engagement. People are craving more in-depth content, and platforms are responding by increasing video length limits.
I recently tested this theory by creating a five-minute video tutorial explaining a complex aspect of my product. To my surprise, it outperformed all my shorter videos in terms of watch time and engagement. Viewers appreciated the comprehensive explanation and found it genuinely helpful.
Don’t be afraid to experiment with longer videos that provide value, educate, or entertain. You might be surprised by the results.
4. Leveraging the Power of Private Engagement
While public-facing content is essential, I’ve learned that private engagement is equally crucial. More and more interactions are happening behind the scenes in direct messages (DMs) and closed communities.
I’ve made a conscious effort to be more responsive to DMs and foster a sense of community. I regularly host Q&A sessions in my Instagram Stories and encourage direct conversations. This has led to stronger customer relationships and increased brand loyalty.
Don’t neglect the power of one-on-one connections. Nurturing relationships in private spaces can lead to valuable customer insights and advocacy.
5. Staying Agile and Adaptable
Perhaps the most critical lesson I’ve learned in navigating the ever-changing social media landscape is the importance of agility. What works today might not work tomorrow, so it’s crucial to stay informed, experiment, and adapt your strategies accordingly.
I’ve committed to regularly reviewing my social media performance, experimenting with new features and formats, and staying updated on emerging trends. By embracing this mindset of continuous learning and adaptation, I’m confident in my ability to leverage social media for continued business growth in 2024 and beyond.
