Social media managers aren't just chasing follower counts or website clicks anymore. These days, they're all about real conversations and getting involved in online spaces where their audience already hangs out. When done right, these interactions can really shape how people see a brand.
Today's social media managers are the go-betweens for brands and their audiences. They're not just talking at people; they're listening, chatting, and building connections. To do this well, they need to really get their audience - what they want, like, and how they behave.
To shed light on this key part of social media management, an extensive analysis was conducted on nearly 22 million posts. The aim? To find practical tips that'll help social media managers build engaged online communities and get results that matter.
Main takeaways from the community management report
The study spotted several interesting trends:
- Why social media managers are now all about genuine community engagement
- How Facebook's text posts made up a whopping 52.06% of all posts, and what this means for your content plan
- New stuff in community management, like longer videos becoming popular and the use of AI, AR, and VR tech
- More focus on personalized, one-on-one chats
The study also figured out which types of content, hashtags, and emojis work best on each platform to help you reach more people, get them engaged, and turn that into real results.
This in-depth look gives us a clear picture of where community management is headed in 2024. Use this info as your playbook for tackling the ins and outs of community management, giving you the know-how and strategies to handle social media with skill and flair.
Publishing trends: A closer look
The study of post distribution across platforms revealed some interesting patterns that could shake up how we approach social media publishing.
Post distribution overview
Social media post-distribution in 2023 by platform
1. Facebook's big share: In 2023, Facebook grabbed a massive 52.06% of all posts published through Agorapulse. This shows Facebook is still a big deal in social media marketing plans.
2. Instagram and Twitter/X: These platforms were pretty active too, with 18.88% and 17.05% of posts respectively. This highlights how important they are for talking to audiences and getting conversations going.
3. LinkedIn's spot: With 9.86% of posts, LinkedIn showed it's got a specific but important role in professional networking and sharing content.
4. Video platforms: Even though YouTube and TikTok had fewer posts, their presence shows how video content is becoming more and more important for grabbing modern audiences.
Volume of posts published in 2023
Post distribution (state of community management report 2024)
1. Facebook: The year kicked off strong with nearly a million posts in January. Content kept flowing steadily all year, with another peak in March. There was a noticeable drop in July, hinting at a summer slowdown before things picked up again towards the end of the year.
2. Instagram: This picture-focused platform saw steady growth in activity from the start of the year, peaking in June. Interestingly, there was a slight dip during summer before things ramped up again in fall, suggesting seasonal changes in how people use it.
3. Twitter/X: Post numbers stayed pretty steady until July, which is when the platform changed its name to X.
4. LinkedIn: Showing a consistent pattern, LinkedIn was busiest in March, then saw a gradual decrease towards the end of the year. This might reflect how professionals engage, possibly lining up with business quarters and vacation times.
5. YouTube: Content on YouTube grew steadily each month, hitting its highest point in November. This upward trend shows YouTube's growing importance in content plans, especially towards the end of the year, likely cashing in on holiday seasons and year-end roundups.
6. TikTok: Starting with the least posts among platforms, TikTok saw big jumps in activity during June and July, with another peak in November.
New trends in community management
The study also uncovered several new trends that are changing the game in community management:
1. Longer video content: There's a growing appetite for in-depth, informative videos across platforms, especially on YouTube and increasingly on TikTok.
2. AI, AR, and VR use: These technologies are being used more and more to create more immersive and interactive community experiences.
3. Personal touch: There's a clear move towards more personalized, one-on-one chats between brands and their audience members.
4. User-made content: Brands are increasingly using content created by their community members, creating a sense of belonging and authenticity.
5. Social listening: More brands are using advanced tools to keep an ear out for conversations about their brand, industry, and competitors, allowing for smarter community management strategies.
Getting the most engagement: Platform-specific tips
The study revealed platform-specific trends in how content performs:
1. Facebook: Surprisingly, text posts did well, but posts with images or videos got people more involved.
2. Instagram: Carousel posts and Reels got the most engagement, with good use of hashtags helping to reach more people.
3. Twitter/X: Short, clever tweets with relevant hashtags did best. Tweets with images or GIFs got more engagement than just text.
4. LinkedIn: Long, thought leadership content did well, especially when paired with relevant infographics or data visuals.
5. YouTube: Longer videos (10-20 minutes) with well-crafted titles and descriptions kept people watching and engaging more.
6. TikTok: Short, creative videos (15-60 seconds) with trending music or sounds did best, especially when using popular hashtags.
Conclusion
As we head into 2024, social media and community management keep changing fast. It's clear there's a shift towards real engagement, personalized chats, and immersive experiences. Social media managers who can adapt to these trends, using the right content types and strategies for each platform, will be in the best position to build active online communities.
Remember, good community management isn't just about broadcasting messages - it's about creating real connections, listening to your audience, and adding value in the spaces where your community already gathers.
By staying on top of these trends and always tweaking your approach, you can handle the complex world of social media management with confidence and creativity. Use these insights to guide your strategy, but always be ready to change as the social media world keeps evolving.
The future of social media is all about building strong, engaged communities. Are you ready to lead the way?
