Articles Club Recap: Sprout Social's 2024 Social Media Content Strategy Report
By Emily Caister
In November, we tried something new—we held our first articles club where communications pros like you gathered to swap ideas, share experiences, and dig into topics that keep our gears turning. For our debut session, we explored Sprout Social’s 2024 Social Media Content Strategy Report.
We know it’s hard to catch every discussion while juggling busy schedules, so we’re sharing some of the biggest takeaways we explored together. This blog is here to give you a snapshot of the insights we unearthed from the report and how they can shape your 2025 social strategy.
Social media isn’t just part of the marketing mix—it’s the backbone of how audiences connect with brands today. Staying ahead of trends and platform quirks has never been more important. Here’s what you need to know to level up your strategy next year.
Top Insights for Communicators
Content Is King—But Consumers Want More Than Quantity
Social media users aren't just consuming content—they're demanding content that entertains, educates, and connects. The report finds that 66% of users favour "edutainment" content that blends fun with learning. To stay competitive, brands need to focus on quality over sheer output. Generic, repetitive posts can lose followers, while original, product-focused storytelling drives engagement and revenue.
Audience-Platform Fit Matters More Than Ever
The secret sauce isn't being everywhere—it's being where your audience needs you most. The report highlights platform-specific user behaviours, which are essential for tailoring your strategy:
Instagram is a hub for Gen Z and Millennials, with short-form video and static images driving brand engagement. It's also a top channel for product discovery.
TikTok dominates for Gen Z, serving as a search engine and a shopping destination. Short-form videos between 15-60 seconds perform best here, underscoring TikTok's vibrant, fast-paced culture.
Facebook remains the go-to for customer care, especially for Gen X and Baby Boomers, with brands seeing strong engagement from simple text posts.
Pinterest provides a uniquely positive atmosphere that fosters inspiration, resonating strongly with women and Gen Z audiences.
Emerging Channels Demand Your Attention
Newer platforms like Threads are proving their potential. While only 15% of users currently have a Threads profile, there's growing interest in long-form and conversational brand content here. Threads' fresh, relaxed vibe could be a fertile ground for innovative campaigns.
Video Content Still Reigns Supreme
Across platforms, video content continues to dominate. While platforms like TikTok and Instagram reward short, snappy pieces, YouTube sustains its reign over long-form video content. Over half of YouTube users engage with 60-second-plus videos, offering brands more time to tell richer stories that convert users into customers.
Consumer Engagement Is a Two-Way Street
Beyond just liking or sharing content, consumers expect brands to interact. Whether it's responding to comments or engaging through user-generated content, conversations foster loyalty. The report highlights that over a third of Facebook users interact daily with brand content, showcasing the value of relationship building across platforms.
Burnout Is Real—Focus Resources Wisely
Social media teams are under increasing pressure, with brands posting up to 10 times a day on some platforms. However, more isn't always better. The report emphasizes a precision-based approach, urging brands to craft platform-specific content that balances creativity and strategy.
How This Impacts Your Communications Strategies
Understanding these trends isn't just helpful—it's critical. Whether managing crisis comms, rolling out a new product, or building long-term brand equity, aligning your strategy to these insights will vastly improve your impact. You can overcome the noise of today's crowded social media landscape by meeting audiences where they are, delivering meaningful content, and fostering authentic connections.
We only scratched the surface in this blog. The 2024 Social Media Content Strategy Report is brimming with even more data, insights, and examples to inspire your comms game for the year ahead. Trust us—it’s worth the read.
Download the full report today.