The start of a new year is a great time for brands and social media managers to take stock of what's working - and what's not - in their social media marketing strategies.
With new features being rolled out every other month, knowing which ones to pay attention to can be overwhelming. But it’s worth noting that as the capabilities of social media platforms evolve, so should your habits.
To help ease the overwhelm, we've compiled a list of 5 things to stop doing on social media in 2024 - and what you should be doing instead!
There’s a reason video content finds its way into almost every blog post we publish - it’s because video has become the most powerful form of content on social media! Not only is it more engaging than text or photo posts, but it also allows you to connect with your audience in a more personal way.
Plus, video content is more likely to be shared and go viral, giving your brand the exposure it needs to grow. So feel free to get creative and incorporate more videos into your social media strategy. Your audience (and your engagement) will thank you.
Check out this post for some evergreen video content ideas.
A well-crafted caption can be the difference between prompting your audience to take action (like clicking a link, visiting your website, making a purchase) or continuing to scroll. When it comes to writing effective social media captions, you need two things: a hook and a strong call or action (CTA).
A hook can be a question, a statement, or a quote that will pique the interest of your audience and make them want to read more. A CTA can be something like 'check out our website', 'buy now' or even 'send us a DM'. Being strategic with your captions can go a long way in increasing engagement and driving conversions on your social media posts.
Social media is no longer just a marketing tool to promote your products or services - brands can now make sales within the platform thanks to its social commerce features. Using social media as a sales tool allows you to reach a large audience and target specific demographics, such as age, location, and interests, which means that your message (and sales offer) will reach the people who are most likely to be interested in your products or services.
It can be tempting to want to post on social media every day to feel like you’re keeping up. But quality will always win over quantity when it comes to building a successful video strategy. Don’t feel obligated to post something just to say you did! Every piece of content should serve a purpose - whether that’s to grow brand visibility, educate your audience, or spark engagement.
If you’re not paying attention to your analytics tab, you could miss out on a goldmine of information! Regularly monitoring your analytics can help you gain valuable insights into audience patterns and behaviours. Ask yourself the following questions:
Reviewing analytics will help you understand your content's performance and where you need to adjust your social media strategy.
Relying solely on branded visuals, product images, or polished announcements can make your brand feel impersonal. Social media users are far more likely to engage with brands that feel human and relatable.
Audiences want to understand who they’re supporting, what the brand stands for, and what happens behind the scenes. Showing personality, values, or real experiences helps build trust over time and encourages stronger engagement without compromising professionalism.
Copying captions from competitors or reusing trending text without adapting it to your brand can weaken your credibility. While trends can be useful for inspiration, directly lifting language often results in content that feels forced or out of place.
When multiple brands use the same wording, messaging quickly loses its impact and memorability.
Publishing content without responding to comments, messages, or mentions creates a one-sided presence. Social media is designed for interaction, and audiences notice when brands don’t acknowledge them.
Ignoring engagement opportunities can make followers feel undervalued, even if the content itself is strong. Over time, this can reduce trust and discourage users from interacting with future posts.
Trying to appeal to everyone at once often leads to vague messaging that resonates with no one. Without a clear audience in mind, content can feel generic and unfocused, making it harder to drive meaningful engagement.
Writing as if you’re speaking to a specific person helps clarify tone, language, and intent. It also makes your message easier to understand and more relevant to the people you want to reach.
Clear audience targeting leads to stronger connections, higher engagement, and more effective communication overall.
Leading with sales messaging in every post can quickly overwhelm your audience. Audiences are more receptive when value comes first. Educational, entertaining, or informative content builds trust and positions your brand as helpful rather than pushy.
When sales messaging is balanced with value-driven content, conversions tend to feel more natural and sustainable over time.
Some content can do more harm than good, no matter how well-intentioned it may be. Certain posts can weaken trust, confuse your audience, or dilute your brand message if shared without careful consideration. Maintaining consistency, relevance, and professionalism is key to protecting your brand’s credibility online.
In general, brands should avoid posting:
Being selective about what you share helps ensure your social media presence remains intentional, trustworthy, and aligned with long-term brand growth.
Remember, social media is a powerful tool that can be used to grow your business, but it's important to use it in the right way. By avoiding these practices, you'll be able to improve your strategy in 2024 and get more out of your time online! Have questions? Reach out to our social media agency for a consultation.
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