social media trends Archives

Introduction

The social media landscape is undergoing significant changes. As platforms refine their algorithms and adjust their focus, marketers are rethinking their strategies. Over the past year, major shifts—such as Meta distancing itself from news content and the changes at X (formerly Twitter)—have impacted social ad trends. These shifts are pushing marketers to explore alternative platforms, creating new opportunities for brands to connect with audiences in different ways.

Reddit’s Rise: A New Player in Organic Traffic

One of the most notable shifts is the surge in organic traffic from Reddit. Thanks to a new partnership with Google, Reddit’s referral traffic has increased sevenfold over the past nine months. Between August 2023 and April 2024, Reddit’s readership nearly tripled, growing from 132 million to 346 million monthly visitors【AdWeek】.

This partnership with Google is focused on data sharing to aid in the development of Google’s Gemini AI models. However, it also includes provisions for more prominent displays of Reddit content in Google search results. This has led to a significant increase in attention and has made Reddit a valuable platform for publishers looking to drive traffic【AdWeek】.

LinkedIn’s Steady Growth: Engagement and Newsletters

LinkedIn is also experiencing steady growth in user engagement, particularly through its newsletter feature. As Meta has moved away from promoting publisher content by penalizing link posts, publishers are turning to LinkedIn to drive engagement. LinkedIn newsletters are proving to be a successful tool for creators and publishers alike, fostering direct connections with their audiences【Social Media Today】.

Moreover, as X and LinkedIn adjust their algorithms to downplay external links, publishers are increasingly considering alternative platforms. This shift in strategy could lead to a broader rethinking of how news and content are distributed across social media.

Shifting Social Media Budgets: A New Focus on Snapchat and Reddit

The broader changes at X have also led to a significant shift in social media marketing budgets. As X continues to struggle with an exodus of advertisers, a considerable portion of that budget is moving to platforms like Snapchat and Reddit. Snapchat, for instance, reported an 85% increase in SMB ad spend in Q1, while Reddit has more than doubled its revenue growth rate by focusing on SMBs【Social Media Today】.

These shifts indicate that marketers are exploring new opportunities on these platforms, driven by the desire to find alternatives that deliver results similar to those previously achieved on X.

The Broader Context: A New Era for Social Media Marketing

These developments signal a broader shift in the social media marketing landscape. Platforms are revising their focus, and marketers are looking for new opportunities to reach their target audiences. While Meta’s platforms remain viable options—especially with the ongoing improvements to its AI-driven ad tools—there is a clear trend towards diversifying marketing efforts across multiple platforms.

This diversification is not just about finding alternatives to Meta or X. It’s about recognizing that platforms like Reddit, Snapchat, and LinkedIn are gaining traction because they offer unique opportunities to connect with different audiences. For marketers, this means exploring these platforms now could give you a competitive edge, particularly as we approach the holiday marketing season.

Conclusion: Explore New Opportunities in Social Media Marketing

The shifting social media trends in 2024 highlight the importance of staying adaptable. As marketers, it’s crucial to recognize where the audience is moving and to explore new platforms that offer untapped potential. Whether it’s the rise of Reddit, the steady engagement on LinkedIn, or the growing appeal of Snapchat, now is the time to diversify your marketing strategy.

At Amber 90, we specialize in helping businesses navigate the ever-changing social media landscape. Contact us today to learn how we can help you take advantage of these emerging trends and optimize your marketing strategy across multiple platforms.

Introduction

Meta reports Q2 2024 earnings which reveals a strong performance across its platforms, with notable increases in both user numbers and revenue. This quarter, Meta has demonstrated its ability to leverage artificial intelligence (AI) to drive user engagement and ad revenue while continuing to invest heavily in its long-term vision, particularly in virtual reality (VR) and augmented reality (AR).

User Growth: Expanding the Meta Family

One of the standout metrics from Meta’s Q2 2024 earnings is the growth in daily active users across its Family of Apps, which includes Facebook, Instagram, Messenger, and WhatsApp. The number of daily active people (DAP) reached 3.27 billion, a 7% increase year-over-year. This growth reflects Meta’s ongoing success in attracting and retaining users across its platforms.

As indicated in the earnings presentation, this increase represents an addition of 30 million users during the quarter, although Meta no longer provides a breakdown of user activity by individual app. Instead, it reports aggregate usage across all its platforms, which limits insights into specific trends within each app. However, it’s clear that platforms like WhatsApp are seeing significant usage growth, particularly in the U.S.

Revenue Growth: A Robust Quarter for Meta

Meta also reported a strong financial performance, with total revenue reaching $39.07 billion in Q2 2024, marking a 22% increase compared to the same period last year. This growth was driven by a combination of higher ad impressions and increased ad prices, which both rose by 10% year-over-year.

The rise in ad revenue is particularly impressive given the challenges in the digital advertising market. Meta’s ability to increase ad impressions and command higher prices suggests that its platforms continue to be valuable channels for advertisers looking to reach engaged audiences. The company’s focus on AI-driven content recommendations, which keeps users interacting with its platforms longer, is likely a key factor in this sustained demand for ad space.

AI and VR: Meta’s Continued Investment in the Future

While Meta’s core platforms continue to generate substantial revenue, the company remains committed to investing in its future technologies, particularly in AI and VR. During Q2 2024, Meta’s Reality Labs division, which focuses on VR and AR, reported a loss of $4.5 billion, up from the previous year. This increased investment underscores Meta’s long-term bet on the metaverse and related technologies, even as these initiatives weigh down current profits.

Meta’s total operating expenses rose by 7% in the quarter, largely due to ongoing investments in AI infrastructure and the development of a new data center dedicated to AI research. These investments are crucial as Meta seeks to maintain its leadership in the social media space while also pushing the boundaries of what’s possible with immersive technologies.

Looking Ahead: The Future of Meta

Meta’s Q2 2024 earnings report highlights the company’s dual focus on sustaining growth in its core business while laying the groundwork for future opportunities. With a strong user base, increasing ad revenue, and continued investment in AI and VR, Meta is positioning itself for long-term success, even as it faces challenges and uncertainties in the evolving digital landscape.

As the company continues to integrate AI into its platforms and explores new frontiers in VR and AR, it will be fascinating to see how these efforts shape the future of social media and digital interaction.

Conclusion: Meta’s Strategic Growth in Q2 2024

Meta’s Q2 2024 results demonstrate its resilience and strategic vision in a rapidly changing digital landscape. The company’s ability to grow its user base and revenue, while making significant investments in AI and VR, sets the stage for continued success. For businesses looking to stay ahead in the social media space, keeping an eye on Meta’s developments is crucial.

At Amber 90, we specialize in helping brands navigate the complexities of social media marketing. Contact us today to learn how we can help you leverage the latest trends and technologies to grow your business.

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