Previously, success was measured by the number of followers, but now it’s gauged by engagement.
This means that in 2024, experimenting with social media strategy will be conducive to success.
Brands will need to try different scenarios to achieve high engagement rates. In this context, experts advise allocating the
SMM budget in a 20/80% ratio for experimental and proven promotion methods, respectively.
Achieving the best results will be aided by A/B testing. With its help, brands can explore new ways of interacting with the audience and different types of content formats. This will help expand reach and find new opportunities for growth.
However, it's important not to forget to consider other metrics for assessing the overall marketing strategy. Algorithms will become smarter, favoring content that motivates people to leave more reactions, comments, and share with friends. Reach and impressions also remain indicators of success, closely linked to achieving brand recognition goals.