Research Report | The Evolution of Social Media Marketing in the AI ​​Era by 2024

In the AI ​​era, social media marketing is undergoing a revolutionary change. In 2024, how can companies use artificial intelligence and social media to deeply integrate, solve growth problems, and achieve new marketing growth?

At present, many companies are stuck in the predicament of slow growth, declining profits, weak innovation, and rising traffic costs. However, with the deep integration and rapid development of artificial intelligence and social media marketing, an unprecedented change has quietly taken place.

Focusing on the marketing dilemmas currently faced by advertisers, this report is anchored on "people", revolves around "place", and focuses on "brand". It will deeply analyze the social media marketing trends in the AI ​​era in 2024, help companies achieve new marketing growth, and explore "AI" to bring new thinking on upgrading and iteration of the three fields of "people, goods, and place".

1. Focusing on “people” and looking at the changes in Chinese consumers from a macro perspective

The consumer market is constantly changing. In today's stock era, consumers' behaviors and mentality are undergoing profound changes. At present, my country is entering a stock era dominated by emotional value, which is specifically manifested in the following characteristics:

• Retail sales slowed down steadily, and the urbanization dividend ended
• Internet users have peaked and time is filled
• Consumers have greater uncertainty about the future
• Consume rationally, increase small expenditures, and choose affordable alternatives
• The social radius is shrinking, and social and consumption needs are shifting online
• Emotional value is the main driver of consumption growth and drives the steady growth of high-order products

2. Focusing on the “field”, looking for new opportunities from the changes in the social media platform ecology

Judging from the current ecological status of mainstream platforms, each platform has shown characteristics such as the user traffic scale reaching its peak, the platform continuing to increase its investment in content supply, and the price of KOLs rising.

From the development and changes of mainstream platforms, it can be seen that the platforms have begun to strengthen the fine operation of the crowd, and more actively build the connection between scenarios and businesses. At the same time, they have fully embraced AI and entered the development of AI products, which are worthy of attention. Specifically, they are manifested in the following aspects:

• Granular segmentation of the crowd promotes the upgrade of social resource purchase accuracy
• Accelerate the integration of online and offline traffic to promote business growth
• Accelerate active and passive traffic integration and optimize business closed loop
• Go deep into the scene and realize the full integration of marketing and operation
• The development of AI technology has given rise to new ways to increase input and output

3. Focus on “brand” to find the evolution trend of corporate marketing

At present, the growth of corporate marketing budgets is generally limited, and the core demand for reducing costs and increasing efficiency is more consistent. In the face of changes in consumers, changes in marketing positions, and the addition of new technologies, corporate marketing is also constantly adjusting and upgrading marketing strategies:

• The new normal: limited budget growth, but more needs to be done, better results are needed
• Expanding the market: Extending "sinking" and "going global" to find new markets
• New products: New products stimulate new vitality of the brand, increasing both attention and marketing expenses
• Chasing technology: Pay attention to the development of AIGC, improve quality and efficiency and keep up with the market
• Strengthen mind: Increase brand mind share and help achieve synergistic transformation of brand, effect and sales
• Focus on social: Social and short videos account for nearly 40% of advertisers' total budgets. Explore new KOC, emotional value, and weak vertical categories

4. Explore "AI" and seek business growth from enterprise AI marketing

Generative AI is accelerating the growth of the advertising and marketing industry. Corporate spending on AIGC marketing continues to grow, and it is expected that AIGC advertising will reach a market of 100 billion yuan by 2030. AI technology has fully penetrated the entire marketing chain, from strategy formulation, content creation, media selection to operation management, AI can participate and assist efficiently.

Weibo is also helping companies explore two major AI-powered approaches, namely “+AI” cost reduction and efficiency improvement and “AI+” subversion and reconstruction. Through +AI, companies can upgrade their social marketing, aiming to reduce costs, improve efficiency, optimize business, and achieve progressive development. Through AI+, companies can reconstruct their content marketing, which includes the entire process from content creation to presentation.

AI is already redefining the rules of the game. With the help of AI, future corporate marketing will show the following trends:

• Trend 1: AI helps digital marketing achieve “one person, multiple faces” and “one-to-one” marketing
• Trend 2: Each company has its own marketing model for each scenario
• Trend 3: Marketing big model applications are becoming more professional, personalized, and private
• Trend 4: AI accelerates the upgrading and elimination of practitioners
• Trend 5: Enterprises will usher in a wave of concept, technology and organizational upgrades

Author: Micro Broadcast Easy