Key trends we uncovered from analyzing 133,000+ client social media posts

2024 was a solid reminder of how quickly the social media landscape can shift. For my fellow marketing leaders, here’s a snapshot of key trends we’ve uncovered from analyzing the 133,000+ social media posts our team at Hiper Inc. managed for clients this past year. I hope these insights inspire you as you refine your channel strategies for 2025 - and please reach out with any questions!

So let’s get into it– here's what we're seeing as we wrap up 2024 and look ahead to 2025 (in no particular order):

📈 Video as a % of Content Mix is (Still) Expanding:

Video continues to dominate. On traditional networks like Facebook and Instagram, video content made up 22-40% of all posts, reaffirming its status as a powerhouse for engagement and brand visibility. If you’re struggling with this one, keep in mind that user-generated content still reigns supreme and helps mitigate content bottlenecks.

📉 Audience Defection from X is Real

The shift away from X (formerly Twitter) is undeniable. We're seeing audiences migrate to LinkedIn, experimenting with emerging platforms like Bluesky, and fueling the rapid growth of Threads. For now, we suggest securing your brand handles at a minimum.

🔻 Top-of-Funnel Standout: YouTube Shorts

YouTube Shorts delivered exceptional reach and audience growth. While it’s a tougher platform for brands to break into, the rewards for consistent effort are well worth it. A key difference compared to TikTok: top-performing Shorts are truly SHORT—think 9 to 12 seconds.

📣 Engagement Leader: Instagram

For building connections and driving engagement, Instagram was a standout this year. With new features that reward 1:1 social sharing and community building, we're excited to see how brands can push creative boundaries on IG in the coming year.

💎 LinkedIn is a Hidden Gem

LinkedIn performance is still impressing us, with engagement rates exceeding 7%—double the industry benchmark. We predict a rise in employee-generated content, which brings an unmatched level of authenticity. For a great example, check out our client March of Dimes. Their tiny-mic office interviews and team introductions have been a hit, presenting serious topics in entertaining, authentic ways that are reaching new audiences.

🧮 TikTok and Diversification

The uncertainty around TikTok underscores the importance of diversification. Understanding where your audience consumes content is critical, and so is having an archive of content ready to repurpose across channels. Flexibility is the name of the game.

Final Thoughts

As we step into 2025, we’re rolling out innovative AI-driven solutions, thanks to partners like SOCi, Inc., to scale local SEO optimization and streamline online review responses for clients tasked with responding to hundreds of online customer reviews. Curious about what that looks like? Let’s talk!