Are you trying to determine which social media channels your business should engage? Think about where you will find your customers and potential customers, then consider whether a particular social media outlet fits with your brand and products/services. Social media is free on the surface, but it takes time to truly do it right. Unless you are a business with large marketing resources, it’s best to select two or three social media sites and enthusiastically become part of the online community.
Take a look at the list of best social media sites for building an active community, based on research published by Hubspot in its 2024 Social Media Trends Report. Note that although the most effective platforms for community-building are Facebook and Instagram, TikTok might be a better option if you want to reach GenZ.
- TikTok
- YouTube
Instagram is expected to continue to grow in influence with the continued trend toward social media shopping. The app was at the forefront in encouraging brands to set up Instagram storefronts and shops.
Facebook is expected to see significant growth in 2024, with 23% of survey respondent indicating that they plan to invest more in it than any other social media platform. In fact, 43% of survey respondents indicated that they plan to increase their investment in Facebook in the coming year.
More marketers are engaging with TikTok citing its strong return on investment (ROI). Overall, 44% of marketers say their companies leverage TikTok, up from 36% in HubSpot’s 2o23 survey.
YouTube also continues to grow as short-form videos dominate the social media marketing landscape. More than 25% of survey responders indicated that YouTube yields the highest ROI for their business or organization.
See HubSpot’s full report for detailed trends and stats on the 2024 state of social media. The bottom line is to fully consider your audience and message when selecting which social media sites to engage to connect with and expand your customer base while building your brand.
