But while we were dazzled by AI's potential, consumers revealed they were more sceptical. Over 60% said they'd be less likely to engage with content if they knew it was AI-created. Different generations also had varying levels of trust - Gen Z was most chill with it, while Baby Boomers seemed the wariest.
So while AI offered new creativity for us busy marketers, it also meant rethinking ideas around "real" and "authentic" content. We didn't want to seem robotic in our communications.
That wasn't the only challenge we faced. The average social media user hops between 7 platforms per month now. Trying to maintain a presence across so many channels emerged as marketers' top concern around social ROI.
It's just too hard for us to create tailored content and keep up with constant platform changes. In fact, over half of us admitted it takes a lot of work to keep pace with new features being added all the time.
No wonder over two-thirds of marketers also named ROI as our top social media concern last year. The stress was real!
But here's the good news - rather than continuing the exhausting cycle of chasing every new platform and trend, brands finally started analyzing their ROI across each platform specifically. And we made strategic decisions based on that intel.
So what can ensure social media ROI success in 2024?
First, we need to take advantage of AI's potential while also understanding our audience's perspectives. Setting clear guidelines will help us avoid disasters but also not shy away from innovation.
Next, running audits assessing ROI on each platform, then doubling down on the ones that are paying off, makes smart sense. Refining a focused presence is better than spreading ourselves thin.
And finally, churning out pure promotional content won't work. Consumers made it clear they want entertainment and reliability from brands on social media.
Building genuine connections with our communities is what will pay off in the long run - not just chasing vanity metrics. The social media hamster wheel won't stop spinning. But brands that focus their efforts thoughtfully will stay ahead of the pack when it comes to ROI.