Prime 6 Social Media Advertising and marketing Challenges in 2024, Based on 1,500+ Entrepreneurs [+ How to Face Them]

I’m unsure which social platform is successful the algorithmic gymnastics competitors this yr. Is it Instagram? Possibly TikTok?

Both means, it looks as if all of our favourite channels are actively competing for gold, which presents fairly the vary of social media advertising challenges for us.

From algo updates to unpredictable traits, we’re at all times left questioning: Which platforms will present the best return? The place’s our viewers hanging out now? And the way can we create content material they’re truly curious about?

These are all truthful questions. In actual fact, our newest social traits report exhibits that they’ve manifested into the most important challenges social media entrepreneurs are going through this yr.

Right here’s what the info says.

Prime 6 Social Media Advertising and marketing Challenges in 2024

1. Creating participating content material.

As somebody who creates content material, I can let you know firsthand that creating good content material is tough. And the usual for good content material is at all times altering.

It appears to be like like I’m not alone on this considering as a result of our survey exhibits that 17% of entrepreneurs stated creating participating content material could be their greatest problem this yr.

The important thing to high-quality content material creation is assembly your viewers on the intersection of what they care about most and what’s trending on their favourite platforms.

Sprinkle in a number of fickle social algorithms, and also you’ve created one of the vital difficult recipes of all time.

That’s why it’s no shock to me that this appears like a stress level for entrepreneurs.

Easy methods to Overcome This Problem

Rachael Samuels, director of social media at Sprout Social, believes dedicating time, sources, and headcount in the direction of social media is significant for long-term success.

As she places it, “The social panorama is changing into more and more saturated with new networks and seemingly infinite potential audiences to have interaction. Social groups of 1 are now not sufficient to maintain up with the demand.”

Samuels provides, “As shopper preferences and expectations proceed to develop, social entrepreneurs require higher funding of their groups and sources to achieve success.

Manufacturers should guarantee social is prioritized as a essential communication software and supply their groups with the sources wanted to provide artistic, related, and genuine content material.”

As a former social media workforce of 1, I wholeheartedly agree that lack of time and sources are blockers for content material creation.

Nevertheless, should you’re not ready to extend your social media headcount, listed below are a number of extra methods you may beat the participating content material problem:

• Repurpose content material throughout channels to get essentially the most bang in your buck. For instance, take one in every of your 1,800-word weblog posts and rework it into punchy short-form content material for channels like Instagram or TikTok. HubSpot’s free AI paragraph rewriter is nice for this.
• Use social media AI instruments to streamline content material planning, creation, and posting throughout your social channels — and to open up time for extra creativity.
• Pull suggestions from the video under on how you can create an efficient social media content material calendar:

2. Maintaining with options and algorithm updates.

I already talked about the fickle social algorithm, and right here it’s once more, rearing its not-so-pleasant head in problem quantity two.

Our knowledge exhibits that 16% of entrepreneurs are having bother maintaining with new social media options and algorithm updates.

After taking a look at only one instance of Fb’s algorithm from Meta, I get it. (Not the algorithm, however why that is giving social media entrepreneurs a headache.)

Supply

And coming from a blogger who has been quietly beefing with Google over their all-too-regular algorithm modifications, you may belief and consider that I perceive the battle.

Easy methods to Overcome This Problem

As entrepreneurs, we will’t cease the algorithms from altering. However we will take steps to be proactive, keep knowledgeable, and regulate our content material to fulfill new calls for. Right here’s how:

• Get to know the algorithms in your most regularly used channels. It’ll be simpler to navigate the modifications should you already know the fundamentals about how issues function.
• Keep updated on the most recent algorithm modifications. Sources like HubSpot (cough, cough), Sprout Social, and Hootsuite are nice sources right here.
• Create content material your viewers desires to have interaction with. Content material relevance is an enormous rating issue for many algorithms, no matter platform.
• Put up on social media on the proper time. The extra engagement, the higher your probabilities of displaying up in-feed — so catch your viewers on-line early and sometimes.

3. Discovering concepts for brand spanking new content material.

Based mostly on our survey, 16% of entrepreneurs additionally reported that discovering concepts for brand spanking new content material is an enormous problem this yr.

Why? It may be exhausting (and difficult) to persistently pitch new concepts for social platforms, particularly after they already really feel overcrowded with content material.

Fortunately, we’re at a degree now the place we will faucet AI to assist generate new content material concepts if we’re feeling caught. In actual fact, the under ChatGPT immediate is one in every of my favorites as a author:

“Give me [number] of [content type] concepts about [topic] that might enchantment to [target audience].”

Right here it’s with the blanks crammed in: “Give me 5 weblog submit concepts about social media that might enchantment to entrepreneurs in 2024.”

And right here’s the response I received:

I additionally talked to an knowledgeable about this problem — let’s see what she recommends.

Easy methods to Overcome This Problem

Christina Garnett, former principal advertising supervisor at HubSpot, suggests researching what already exists when in search of new concepts.

“When looking for the brand new it’s essential to devour and see what sort of content material is already obtainable after which search for hole alternatives.

Are there questions not being answered? Completely different views not being shared? Possibly the content material exists however not in a format that’s tailor-made for a particular learner or viewers,” says Garnett.

She provides, “As soon as you identify what you may create, you should decide who wants it, and the way it can greatest be packaged to enhance their expertise. Content material has the identical want to seek out product-market match as merchandise and options do.”

4. Reaching their target market.

Up subsequent, 15% of entrepreneurs additionally recognized reaching their target market as one in every of their high social media challenges.

Creating participating content material and discovering new concepts is nice, however what’s the purpose in case your viewers by no means sees it? (Like if a tree falls within the forest, and nobody is round to listen to it … )

The excellent news is we have already got an amazing piece on the weblog that explains how you can discover your social media target market. I’ll summarize a number of of the motion gadgets under.

Easy methods to Overcome This Problem

• Determine or create purchaser personas. Take into consideration who your present prospects are. What are their jobs? Age? Revenue?
• Discover out the place your viewers is most energetic. It will show you how to prioritize which social media platforms to deal with.
• Have a look at your opponents. Who’re they interesting to? Who’s responding to their posts and interesting with them?
• Survey your prospects. Ask what kind of content material they devour, what social media websites they like, or who they observe.

Then, use all of this data to fulfill them the place they’re on social.

5. Creating content material that generates leads.

Lead era can be proving to be a hurdle in 2024. 14% of these surveyed report creating content material that generates leads as a high social media problem this yr.

Lead era is a job all by itself. Group that with content material creation, pattern monitoring, and group administration, and also you’ve simply described the duties of the quintessential social media marketer.

To take among the stress off, right here’s how one can construct a robust social media lead gen technique.

Easy methods to Overcome This Problem

To begin, think about driving your viewers from sure social platforms again to devoted touchdown pages, or monitor clicks on particular CTAs for every of your social media campaigns.

Let’s say you are operating a marketing campaign aimed toward driving income in the direction of a brand new product providing, create a product touchdown web page and hyperlink to it on every of your social profiles. That means, you may monitor what number of clicks come from every web page, and alter your technique accordingly.

For instance, should you’re seeing most clicks coming from Fb, which will point out that it’s a good suggestion to place paid promoting behind your Fb technique.

Talking of paid promoting, social media adverts and influencer advertising are additionally highly effective methods to generate leads by social media.

Talkwalker’s former CMO Elena Melnikova emphasizes the significance of studying the room when creating adverts for social media:

“Too business, and this younger viewers will scroll previous your model, in search of the subsequent dance routine. Learn the room. Comply with the traits. Be spontaneous,” notes Melnikova.

And in the case of influencer advertising, Melnikova says:

“Savvy manufacturers will work with influencers to create content material. And with nearly all of TikTok influencers being Gen Z, they‘ll perceive how to make sure their content material stands out, and enhance a model’s engagement figures.”

6. Maintaining with new traits.

Final however definitely not least, our knowledge exhibits that 14% of entrepreneurs cited maintaining with new traits as one in every of their high challenges for this yr.

At this level, virtually every part materializes as a pattern — whether or not it’s a brand new platform, an outdated meme, and even only a sound (I’m taking a look at you, TikTok).

However the actuality is that this: Each pattern isn’t an excellent match for each model.

Typically the hottest social platform isn’t the correct place to seek out your viewers. Or possibly your prospects aren’t aware of, and subsequently wouldn’t respect, that trending phrase that everybody is utilizing of their movies this week.

(For instance, I stated “typically, you should eat a whole cucumber” to my mother yesterday, and she or he had no concept what I used to be speaking about. Shoutout to @logagm on TikTok.)

The fixed battle between what’s present and what resonates along with your viewers makes it tough to find out which traits to faucet into.

Easy methods to Overcome This Problem

I’ve two nuggets of recommendation for this one.

First, discover a option to maintain a pulse of the most recent social media traits.

Comply with business leaders like Sprout Social, join knowledgeable newsletters like The Advertising and marketing Millennials, or see what your viewers is presently speaking about on discussion board websites like Reddit.

Additionally, monitor the most recent information and releases out of your favourite social media channels (or curate a community of insiders like Annie-Mai Hodge on LinkedIn) to be the primary to find out about new options and algorithm updates.

The second is to decide on the strategies with the best ROI. And should you don’t understand how, check out HubSpot’s free lesson on Easy methods to Measure Social Media ROI to be taught extra.

Like I stated earlier, it’s not price it for each model to hop on each pattern. If it may tie again to your viewers’s pursuits and your greatest enterprise outcomes, you’re in the correct place.

Problem(s) Accepted

There you may have it! The six greatest challenges that social media groups are going through in 2024.

Now that you understand which challenges you’re up towards, take the time to brainstorm options that can show you how to stage up your social media technique — for subsequent yr and past.

Editor’s word: This submit was initially revealed in November 2021 and has been up to date for comprehensiveness.