{"id":229178,"date":"2024-09-26T10:50:24","date_gmt":"2024-09-26T08:50:24","guid":{"rendered":"https:\/\/autoritas.net\/2024\/09\/26\/analysis-of-the-brand-observatory-on-social-networks-2024-trends-challenges-and-strategies\/"},"modified":"2024-10-27T13:17:26","modified_gmt":"2024-10-27T12:17:26","slug":"analysis-of-the-brand-observatory-on-social-networks-2024-trends-challenges-and-strategies","status":"publish","type":"post","link":"https:\/\/autoritas.net\/en\/2024\/09\/26\/analysis-of-the-brand-observatory-on-social-networks-2024-trends-challenges-and-strategies\/","title":{"rendered":"Analysis of the Brand Observatory on Social Networks 2024: trends, challenges and strategies"},"content":{"rendered":"

The IAB Spain Brand Observatory on Social Networks 2024<\/strong> <\/a>is an exhaustive analysis of the performance of 206 brands on social networks over a year, between July 2023 and June 2024. This study offers a detailed view of how brands They have managed their communities, generated interactions and optimized their presence on platforms such as Facebook, Instagram, YouTube, X (Twitter), LinkedIn, TikTok and Twitch<\/strong>.<\/p>\n

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Main conclusions of the Observatory of Brands in Social Networks 2024 <\/strong><\/h2>\n<\/p>\n

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1. Decrease in total community<\/strong><\/h3>\n<\/p>\n

One of the most striking data from the study is the 12% decrease in the total community of followers compared to the previous year.<\/p>\n<\/p>\n

Facebook<\/strong> continues to be the social network with the highest community share (61%, up from 58% in 2023), while Instagram<\/strong> drops to 21% (from 24%). YouTube<\/strong> grew slightly, and Twitter (X)<\/strong> maintained its share.<\/p>\n<\/p>\n

This reflects a consolidation of Facebook as the network with the most followers, although activity on other more visual platforms continues to be crucial for brands.<\/p>\n

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2. Increase in publications<\/strong><\/h3>\n<\/p>\n

Brands have increased their activity on networks, with a 2% growth in the average number of publications per brand. The average went from 2,820 publications<\/strong> in 2023 to 2,885<\/strong> in 2024. <\/p>\n<\/p>\n

Facebook<\/strong> and YouTube<\/strong> are the platforms where the amount of content published grew the most, while on Instagram<\/strong> and Twitter<\/strong> there was a decrease. However, Twitter continues to be the network where the most publications are made, with a 61% share of publications, although this represents a decrease compared to 76% the previous year. <\/p>\n<\/p>\n

This underlines that, although Twitter has a strong presence, content dynamics are changing, and visual platforms such as YouTube and Facebook are regaining prominence.<\/p>\n<\/p>\n

3. Decrease in interactions and engagement<\/strong><\/h3>\n<\/p>\n

The study shows a 33% decrease in the total number of interactions <\/strong>compared to 2023, indicating a challenge for brands when trying to capture the public’s attention.<\/p>\n<\/p>\n

Regarding engagement<\/strong>, there is also a significant drop of 26%. Instagram<\/strong> continues to be the platform with the highest engagement rate (61% compared to 72% the previous year), although the growth of YouTube<\/strong> stands out, which considerably improved its engagement, going from 12% in 2023 to 22% in 2024. Facebook It continues to be the network with the lowest level of engagement, which demonstrates the importance of generating attractive and relevant content on more visual platforms. <\/p>\n

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4. Lower virality<\/strong><\/h3>\n<\/p>\n

In 2024, virality decreased by 2%, with 37,194 total shares<\/strong>, compared to 37,945<\/strong> in 2023. Although the decrease is not dramatic, it still marks a constant decrease year after year. <\/p>\n<\/p>\n

Twitter (X) <\/strong>continues to be the most viral network, with a share of 74% (compared to 81.79% the previous year), although Facebook<\/strong> has experienced a notable increase, reaching 26% (compared to 18% in 2023).<\/p>\n<\/p>\n

This trend shows a slight change in the way users interact with content on social networks, prioritizing virality on more visual platforms.<\/p>\n<\/p>\n

5. Decreased efficiency<\/strong><\/h3>\n<\/p>\n

Although Instagram<\/strong> remains the most efficient network, with 80% of the efficiency share, the study reflects a general decrease in the efficiency<\/strong> of brands on social networks.<\/p>\n<\/p>\n

This metric, which measures the interactions generated per publication, fell by 35<\/strong>% in 2024, indicating that brands need greater efforts to achieve results comparable to those of previous years.<\/p>\n

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Efficiency on Facebook<\/strong> improved slightly, from 10% to 11%, while YouTube also saw a slight increase, from 7% to 8%. On the other hand, Twitter<\/strong> remains the least efficient network, with only 1% of the total share. <\/p>\n<\/p>\n

6. Domain of the sports sector
<\/strong><\/h3>\n<\/p>\n

The sports sector, driven largely by LALIGA, leads the rankings in most metrics.<\/p>\n<\/p>\n

Aside from sports, the scenario is more heterogeneous, with other sectors such as Beauty and Hygiene <\/strong>dominating the community, and Publishing<\/strong> standing out both in publications and interactions.<\/p>\n<\/p>\n