Social media users in Australia are some of the most active in the world, according to the latest SocialMediaNews report. Facebook is the lead platform, followed by YouTube, WhatsApp, Instagram and LinkedIn, so what does this mean for business owners in the coming 12 months? asks Elise Balsillie, Head of Thryv Australia.

In addition, according to a study by eMarketer, approximately 30% of internet users in Australia are using social media platforms to buy goods and services – and as both social media and small businesses continue to evolve based on changing customer preferences, preparing for social media in 2024 is imperative.

So, what can we expect to see in terms of social media trends next year?

Social media as a customer support tool  

Consumers use social media for more than just entertainment and exploring brands; they also seek customer support. When a customer has an issue (with your business), social media allows them to contact you directly, where a prompt reply can be expected.

Of course, this puts some pressure on your business – and how you respond is absolutely crucial. Your other followers are observing how quickly and kindly you resolve the problem. This can have a significant impact on how they perceive your brand’s commitment to customer service, as well as your reputation.

This is why knowing how to respond to messages and complaints on social media is a must-know for next year, as social media continues its trend of being used as a customer support tool.

Social media as a brand loyalty tool

Social media is an optimal platform to engage customers and build brand awareness. And getting the formula right is the key to long-term customer loyalty and growth.

Building engagement requires understanding your audience, the types of content with which they interact, and the times of day when they’re likely to be engaged online.

If they’re following your business, chances are they’re interested in something that you’re doing. Offering advice, tips and tricks, how-to guides and best practice will make your content engaging while sticking with what you do best – talking about your business.

Finding the right time to post can be trickier, however, but technology can really help. Having a platform that can help you see when your users are engaging with your posts – rather than just how many – will help you edge out your competitors.

Lastly, if you can plan out your content schedule, it’ll save you heaps of time and help you organise yourself better. You’ll be engaging customers on social media and elevating your brand presence all while you work on your business.

Social media as a sales driving tool

The content you create for your social channels is key to driving talkability about your brand, which will get consumers to take action and purchase your products.

Social selling through advertising and targeting options is a pivotal way to target specific audiences based on demographics, their particular interests, and online behaviours. The best news is the same content you use to engage others with your brand can be repurposed as ads or as “boosted” posts. These can help you to tap into potential new markets.

As we draw closer to 2024, embracing social media in whichever capacity your small business can manage will help you deliver long term and sustained business growth and customer engagement.

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