2024 Social Media Trends and Local Advertising

Keeping Up with Multiple Platforms Can Be a Strain

In Hootsuite’s social media trends report, 52% of respondents said they don’t have the time or budget to do this. It’s easy for your customers to feel the need to be everywhere. However, they’ll get greater ROI by focusing on three platforms. Which three they choose will depend on their audience demographics, industry and proficiency.

The same thing goes for ads. They shouldn’t try to advertise on every app. It’s too overwhelming. When discussing strategies, analyze where to invest based on the following:

• Their ideal audience and where those people spend time: Younger generations prefer Instagram, Snapchat and TikTok. Beyond demographics, think about the type of potential customer. For example, if they want to attract DIYers or crafters, Pinterest is a good option.
• Creative resources or preferences: Social media ads can include video or static images for most sites, except TikTok, which is only video. The ad’s format can guide where to put it.
• The ad content: Most ads will focus on a product or service. Recruitment ads are another type. Depending on the ad type, some sites make more sense than others. YouTube is great for services because many people search for how-to content, like fixing a leak. A plumbing ad may make them realize they need an expert.

Overall, the Hootsuite report noted that businesses have the greatest presence on:

• Facebook
• Instagram
• LinkedIn
• X
• YouTube

The best mix for your customers could be any combination. They may experiment with many and then emphasize those that deliver the best engagement.

Cross-Posting Can Drive Value If Executed Well

While brands don’t want to manage too many profiles, cross-posting is valuable. On an organic level, it allows them to distribute content to more people. Their follower base will have some crossover, but there will also be unique fans.

How could this work for advertising? If they want to try out some campaigns, you can recommend two platforms that have enough diversity but are both places where their audiences spend time. For example, a local restaurant has a broad demographic, from young singles to families to seniors. They could customize the ad types to fit with each group like this:

• Use Snapchat ads for young singles, emphasizing cheap deals and happy hours.
• Create ads on Facebook to attract older consumers, highlighting food choices they like and lunch over dinner.
• Try Instagram to target parents in their 30s by showcasing family-friendly options and kids meals.

Consumers Don’t Want Brands to Be Overly Promotional

Whether in regular posts or ads, being too promotional is a turnoff, according to the Hootsuite report. So, how do you create an ad that’s not too promotional?

The best way to capture this is by making sure the ad focuses on the customer. With storytelling techniques, brands can make an ad seem less like one. It can present the challenge their audience faces and how their product or service solves it. Even something as simple as copy that says “you” instead of “we.”

Another great way to do this is by featuring actual customers giving a testimonial on video or by using reviews in their ad content. This social proof can go a long way in connecting with those viewing the ads.

It’s also never a bad idea for ads to be infotainment — informative and entertaining at the same time. Being clever and using humor appropriately is a nice hook.

Social Commerce Continues to Rise

Many people make purchases directly on social media platforms. Facebook, YouTube, Instagram and TikTok are the leaders. It might be an option for advertisers, and they’ll need ads to drive traffic. For reference, here are some stats on social commerce:

• The demographic that shops socially the most are those ages 25 to 34.
• The platforms with the most direct purchases are Instagram for Gen Z and Facebook overall.
• 59% of social media users have made an in-app purchase.
• The expected revenue for social commerce will grow to $144.52 billion by 2027.

Social commerce ads could be a good fit for local shops with an e-commerce store. It could be a way to get a first purchase that turns into more store visits. Beyond retail, spa or fitness businesses could also benefit from direct purchases of subscriptions, gift cards or one-time purchases.

Narrow Targeting and Personalizing Ad Experiences

Social media sites offer many ways to target specific audiences, from demographics to geography to interests. You don’t want to be too narrow in creating the profile, or your potential audience will be too few. However, people respond to ads more favorably when they are relevant. Otherwise, people get annoyed.

If you can map out a campaign that correlates with targeting, advertisers get the best results. For example, lots of local businesses focus on people who are homeowners, from landscaping services to pest control to mortgage refinancing. If that’s a segment your customer wants, you can narrow your parameters. You can also define the areas for the ad to appear that align with where they offer services.