Do people still say “new year, new you?”
2024 can mean the same ol’ social plans you did in 2023. Social media profiles continue to evolve, and the platforms are continuously finding ways to make users stay longer. What’s that saying? “Adapt or die?”
If you have personal resolutions such as reading 20 books or learning the guitar, it’s a challenge to see the finish line with a wall in front of you. The best you can do is pick up that first book and start reading, botch that first chord.
For social media, you may have goals of gaining 2,000 followers, and increasing your web traffic from social, which can also seem daunting. Much like goals, there’s value in finding small ways to improve, all supporting continued growth and future success. It’s like driving a freight ship – it’s difficult, near impossible to turn it 180 degrees, but if you turn it a few degrees in one direction, over a long time, it makes a big difference.
Looking at top platforms in 2024, here are two ways in Q1 that you too can make that small change, to make a big difference in 2024. With that, here are actionable items your social media profiles can take to improve this year.
While Facebook is pay-to-play, it’s hard to cut out such a large and still-influential social media platform.
Prioritize your engagements
This quarter, evaluate what metrics are moving the needle on Facebook for you. Between likes, other reactions, comments, shares, and saves, all are engagements, but not all are created equal.
Likes and reactions show recognition or approval. Comments show appreciation (or anti), shares show that you have brand advocates, and saves show the value of your content.
Look through your analytics and identify posts with any or above-average shares and saves. To create value on social media, these two indicators can provide insight into future content opportunities. Did users share your infographic? Amazing, make it a Reel. Did 36 people save your health tip? Amazing, expand on it in future months.
Organize your video content
Video is driving the future of social media, on all platforms. With Facebook (and YouTube), you have the opportunity to develop landscape (16:9) videos and organize them to make exploring your content easier for users.
The platform has been around since the early 2000s, and if your brand has been around for even a few years, you have many videos added to your page. Give them a good vet for descriptions and titles, but ensure you’re organizing your videos for both yourself and users.
Reel-y hot right now
Video-first content calendars
It can’t be overstated that video content is driving social media in 2024. We’ve all sat, late-night and binged IG Reels. Many of my friends are subject to shared Reels daily. Next time you’re ripping through videos on Instagram, consider the work put into each Reel. These videos can be as complex or simple as you’d like (with reason), and with editing opportunities within the app, you can develop easy video content that can reach 3x+ users than those who follow you.
In planning your content calendar, video does take more work, it always will. Give yourself that time and prioritize it. See if you can build out Q1 and Q2 content and/or editorial calendars to find new opportunities to plan and create engaging video content for Instagram.
Flex your profile options
Instagram Highlights is one of the most underutilized aspects of the profile. Many brands are not using the space to keep those 24-hour glimpses in their feed forever.
Go through your Instagram profile and do the following:
- Consider Highlights opportunities to: showcase evergreen content you posted to Stories, answer FAQs, showcase user-generated content (UGC), or even highlight products/services
- Start with 3-5 total highlights, if possible, and don’t add everything. Aim for 15-20 max Stories per highlight at a time.
- Design simple graphics for your Highlights – don’t add text, you’ll do that below in the app (plus I can’t read what you put in the little circle)
- Canva that, if you must
- Instagram offers profiles to add multiple links – use it or use a Link Tree account or another software that can allow you to use one link to take users to a multi-link option
- Great when you have multiple website locations that users may need to go to
- If you can simplify your logo and remove any text in your profile picture, do it. Your company name is in the bio and may/should be in your username
X (the profile formally known as Twitter)
Oh gosh, where to start.
Do you even want to be here?
Many brands are jumping off X, given the lack of content reviewing, the need to be a premium member to place ads, and priorities for other accounts. Do some soul-searching this quarter and understand where X fits into your content strategy, if at all.
Build lists
Lists still exist, and when you’re looking for related industry, media, or follower content, Lists can be the best way to organize and prioritize users you do or do not follow. They’ll also integrate to third-party posting platforms but need to be created in X.
TikTok
The platform that can read you and serve you content you’ll love in 45 minutes of use.
Reuse, reuse, reuse
If you’re prioritizing video content in 2024, and TikTok is or fits in your social media strategy, find ways to reuse historical or Reels content on the platform. Don’t simply copy and paste – update your video details, caption, and any on-video text and audio. Trending sounds on TikTok are not the same as Reels, so don’t treat them as such.
TikTok’s editing portion is also so easy, so don’t be discouraged to rebuild your videos in-app.
Try Capcut
A free app if you’re going to want to create some fun, timely, and relatable content on TikTok. Quickly create video overlays from hit movies, memes, and more over images or videos you have already. Create something meaningful and trending, and get that over to TikTok without wasting any time.
YouTube
Not enough supply, for all the demand.
Lean in on YouTube Shorts
The one social media platform that is in need of more content. Users have been flocking to Shorts, and creators have been trying to keep up with demand. If you’re creating TikToks and Reels, this is another place to put that content to use.
Dig up the past
If you’ve been uploading YouTube videos over time, you may be missing out on organization, descriptions, and even titles that will help your videos reach more users. As a primary search platform for information, it’s time to give yourself an audit.
- Review titles and ensure they are descriptive for searching users
- Too often, brands will upload videos and keep the title “FinalAwarenessVideoFINALFINAL4A.” Treat YouTube videos like you do posts on other platforms
- Take the opportunity to create meaningful descriptions for users, that provide resources, links, and other information
- Update tagging and library information so users can see how organized your videos are
Honorable mentions
Because we could do this all day, here are a few additional tips for social platforms this quarter:
- Snapchat: Still holding its own, so if you’re trying to reach that younger audience, keep doing it
- Messenger: Set a cadence for reviewing messages, and be aware of spam messages coming in. No one is shutting down your page, and make sure you’re not clicking on links.
- For more information, check out this blog I wrote on spam Messenger messages
- Content Calendars: Get yourself ahead on content planning. Whenever you’re reading this, aim to have content created 2-3 weeks before the month starts. Have your concepts planned 2-3 months ahead of time, and have a running editorial calendar for 6-12 months to ensure nothing is missed.
In conclusion
There’s always something happening in social, and it can seem as though there are more barriers to having a successful social presence. What goes a long way in finding small improvements to make for your followers and potential users, providing value to users, and developing a comprehensive social media strategy that gives you the roadmap to a successful social presence.
Cheers!
Dave Solce 