2024 Ins & Outs

Here are my ins and outs for 2024.

INs

Long-Form Video

For the past few years, short-form video content (around 1 minute) using trending audio has been a key strategy on TikTok and Instagram.

In 2024, that’s just not going to cut it.

TikTok introduced 10-minute videos in 2022, but the platform didn’t push longer content until late 2023. Now, longer, genuine, and unique content will capture the attention of viewers.

Meta is even using watch-time as a key metric.

Episodic Video

“I need a part 2!”

Another form of longer content, series or episodic content has taken over social platforms.

Here are some of my favorites:

Public Opinion’s Track Star is a show about music. They quiz NYC residents and artists alike. Who will they interview next?

I love that he is taking us behind the scenes of this investment project. People love seeing the messy, relatable parts of projects; and once they’re invested, they’ll be hooked until project completion.

This New Jersey liquor store chain is killing it with the TikTok game! They probably get great questions in-store that they repurpose into content, like this!

YouTube Shorts

First, it was Meta with Reels, now it’s Google with YouTube Shorts. They saw success in TikTok and now they want in.

With the rise of long-form videos, I could see brands and creators using shorts to hook people then send them to regular YouTube videos, since that’s where the platform and creators make the bulk of money through ads and monetization.

AI-Inspired Content

Any good social media manager or content creator isn’t using artificial intelligence to fully conceptualize content and captions.

But, a bit of inspiration from the technology when in a creative block can be helpful.

Posting Less - With Higher Quality

Stop posting just to post.

Victoria Paris and other TikTokers got their start posting multiple times a day with spammy content. Their idea was “if I throw every thing out there, some thing has to stick.”

Social media managers and content creators definitely do some exploration in the beginning to see what connects with your audience, you never know if you don’t try! But, at the end of the day, your focus should be on research and creating quality content that your audience will love.

I’m not saying to not explore, but when you have an out-there idea that you’re dying to try, make it good. Make it quality. So, if it does flop, you at least have that to fall back on.

In-House Influencers

I’m a big proponent of humanizing brands.

No one is going to trust you unless they know that humans - with real feelings - are behind the screen.

Having a face, or faces that your audience know and who have a real part of the process in your business is the best way to create an audience.

Better yet, a community.

OUTs

Follower Count

Unless you’re going to pay for bot-followers or hold a giveaway every other week (I highly warn you to not do it, please), your follower count is not going to grow over night.

In the last few eyars, users have relied on the algorithm to suggest content to them instead of following branded pages. After becoming a fan via the For You Page, they might throw you a follow.

Engagement is what matters. Across all platforms, content that is engaged with is pushed to new users. Not content that is posted by an account with a hunk of followers.

How many of your current followers are regularly interacting with your posts? My guess is not a lot. And, that’s ok.

Let’s build an audience with engage, then decide to follow you because you have earned their time and attention.

AI Created Content

All I’m going to say is, your audience can see right through it.

Copying Competitors

Aren’t you your own business for a reason?

You should want to market to a different audience. What makes you different from them?

Now that would make a great post.

Driving Sales

What account do you follow that regularly advertises their products and services? How often do you see posts doing this on your For You Page? I bet none.

They’re annoying and no one wants to be sold to all the time.

That includes your audience. Stop being annoying and start being human.

Own an appliance store? Post about how easy the process of buying a refrigerator is with your expert and welcoming staff! Post about how fun it is to have a section of your refrigerator just for drinks! Mine would be filled with pre-biotic soda!

And, when someone from your audience eventually does need a new fridge, they know who to call! They know who to trust! They know who will make the process stress-free!

Those are my ins and outs for the year. What did I miss?