Navigating Social Media Communications in 2024

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What platforms should a business choose to communicate with its customers?

I recently asked my LinkedIn followers what influences people to consider buying from or using the services of a business. Is it content posted directly from the company itself, or does the engagement and representation by its employees play a more significant role in considerations?

The answer: is a 50/50 split. This got me thinking about how important it is to have these two working in tandem. A strong brand-aligned presence, supported by advocates of the business who are passionate about sharing successes as much as the board.

When it comes to choosing the key platforms, businesses should be using to communicate with their customers in 2024, it’s worth considering which employees can effectively engage to amplify your company messages.

What emerging social media platforms do you see gaining traction in 2024, and how do you plan to leverage them for communication with our audience?

As the line between working from the office or at home has merged, I believe there will be a shift in how we use social media. No longer is LinkedIn just for professional conversation as our connections have and will spill over to Instagram, and even TikTok. There is no hard line between each channel, and in the strategies we prepare for clients, we understand how they are intrinsically linked.

We are already leading LinkedIn training with senior leaders on how to share your authentic voice as well as having conversations about how to leverage Instagram and TikTok as part of this strategy. Helping clients unpick their own assumptions on how they should present themselves online, as well as navigate the opportunities to build a personal brand, will be a core focus for us next year.

Video content has been a dominant trend in recent years. How do you plan to incorporate or enhance video communication on our social media channels in 2024?

The days of preparing social content with a theme/caption and finding an accompanying image are gone.

Video-first content used to be my recommended content approach, but now it’s social first. It sounds obvious, but whether conducting content days on-site or liaising with videographers, our brief is very clear – ensure we are filming with social formats in mind. Most people on social media view video content which fills up the smartphone screen. This portrait/vertical aspect is best filmed in that format from the start, but if the content is filmed in a landscape/ horizontal aspect, it just needs to be easily editable without on-screen graphics or logos.

For our clients, we are already experimenting with a real social-first approach, and editing more clever video content in-house to produce high-quality content which is adaptable for most social channels.

Helping clients unpick their own assumptions on how they should present themselves online, as well as navigate the opportunities to build a personal brand, will be a core focus for us next year.

Augmented Reality (AR) and Virtual Reality (VR) are becoming more prevalent in social media. Can you share how you plan to utilise these technologies for interactive and immersive communication experiences?

Building brand awareness is a key objective for any social strategy, but defining exactly how and where depends entirely on the customer profile. I believe AR and VR have their place in traditional property marketing e.g. showcasing floorplans for overseas buyers, but for socials, generally, property buyers/ renters do not prioritise these mediums for search.

My view is that the metaverse is still in its BETA stage – but we are keen to keep exploring its development and relevance for our clients, especially for the next generation of house hunters.

As a creative content agency, we are keen to explore opportunities but are always mindful of what is going to create the best source of PR activity for the majority target audience of our clients.

Are there any specific social media trends or technologies you are particularly excited about or see as game-changers for communication in 2024?

Edited podcast-style interviews are growing in popularity as social content for good reason. We can all appreciate how engaging, and helpful, podcasts are to enable us to multi-task. Why is it we can tell ourselves we haven’t got time to sit and read a 2,000-word article, but we somehow convince ourselves we have five minutes to watch the interview instead?

We go to social media when we want to be entertained. We are actively seeking content which makes us laugh, intrigues or is sharable with a friend or colleague.

Most sound bites of podcasts tend to be heavily edited with rapidly firing on- screen graphics and text to hook the viewer in to watch for longer. I’m keen to see if this is a trend which is going to continue or soften as viewers become put off by the overstimulation.

I believe ‘casual comms’ – as explained through the blurring of LinkedIn/ Instagram personal branded content – is a growing movement for professionals, and I’m excited to see how this evolves.

Artificial Intelligence (AI) is of course a technology we’re all grappling with, whether that’s the ethics or privacy issues attached to it. Chat GPT has just released an updated version of its model, which means in theory, content should be more up-to-date. Canva has also released its ‘magic’ tool, which can cleverly turn any content into any size, or create any picture/video with a simple description prompt.

The agencies that learn to work alongside its power and educate clients, ensuring content remains accurate and avoids copyright infringement, will be advantageous to those who are inclined to shy away from it.

Read more insights in our latest issue of PRoperty Talk.