Mastering social media in 2024: Top trends for finance and property professionals
Social media continues to dominate digital marketing trends, shaping the way consumers engage with content, discover products and make purchasing decisions.
Platforms like TikTok, Instagram and YouTube are no longer just for lifestyle brands; they’re becoming key content creation tools for property and finance professionals looking to engage and inform their audiences in meaningful ways.
From short-form video content and influencer marketing to online community engagement and AI-driven strategies, social media is essential to staying competitive in these sectors.
Key social media marketing trends in Australia
1. Video content
Australians are highly engaged with video content, especially short-form videos on platforms like TikTok.
DataReportal’s Digital 2024: Australia report reveals that social media users in Australia spend an average of 42 hours and 13 minutes each month on this platform, almost double their time on YouTube and Facebook.
While short-form videos offer high return-on-investment (ROI) as they are preferred by younger generations for product discovery, longer-form videos are experiencing resurgence. Australians spend an average of 21 hours and 36 minutes a month on YouTube.
2. Influencer marketing
Influencer marketing has become a popular strategy for businesses to reach and engage with audiences on social media. And there has been a shift towards partnering with smaller influences rather than celebrities.
HubSpot’s 2024 Consumer Trends Report reveals that consumers are making decisions based on content they see on social media, mainly from creators or influencers. Gen Zers even feel that recommendations from influencers are more important than recommendations from friends and family.
Furthermore, one third of Australians are learning about finance from social media, according to a recent Compare the Market survey. Gen Z were revealed as the most app-happy generation, with 22% using the internet and 28% using social media platforms like TikTok, YouTube, Facebook and Instagram to learn about money.
3. Social commerce
According to Statista, the social commerce market in Australia has generated an estimated $4.48 billion in revenue in 2024. Forecasts indicate that revenue in the market will increase by $2.5 billion between 2024 and 2028.
Social media giants are continually adding new features to make shopping easier. TikTok, in particular, has positioned itself as a go-to platform for product discovery and purchase in the United States.
While TikTok Shop’s Australian launch is uncertain, its global popularity suggests it could be a significant player in the market.
In January 2024, 19.3% of Australians were primarily using social media to find products to purchase.
4. Social media communities
Social media communities are growing in popularity globally, with HubSpot’s 2024 Social Trends Report stating that one in five users have joined a community based on shared interests. Building such communities can help financial services and property professionals boost their visibility, attract new customers and foster loyalty.
Platforms like Facebook, Twitter and Reddit offer spaces for communities to form and interact.
5. Artificial intelligence (AI) tools
AI is becoming indispensable for marketers. From improved chatbots to better organisation and content creation tools, AI can enhance marketing efforts by delivering personalised and engaging content and ads based on user behaviour.
In fact, HubSpot research shows that 81% of marketers who have taken advantage of generative AI capabilities say it enhances their roles.
6. Social media customer service
Many businesses are using social media platforms as customer service tools. Responding quickly to customer inquiries and complaints via platforms like Twitter, Instagram and Facebook enhances customer satisfaction and builds loyalty.
Around one in five Gen Z, Millennial and Gen X social media users have contacted a brand through direct messages (DMs) for customer service. And 88% of social media marketers predict that this will become consumers’ preferred customer service channel throughout 2024.
DMs are a popular way for consumers to contact businesses. Many young people prefer instant message for customer service, and companies are increasingly offering support through this channel.
7. Memes and playful content
Authentic and funny social media content is becoming increasingly important, with many companies using memes to connect with younger audiences, humanise their image and stand out in a crowded digital space.
By tapping into pop culture and local references, they create shareable, engaging content that resonates with users. This approach not only boosts engagement but also appeals to Gen Z and millennials who prefer casual, light-hearted communication from companies.
8. Human diversity and social responsibility
Social media is a growing platform for celebrating diversity. Acknowledging and celebrating people’s ethnicity, gender, sexual identity, religious beliefs, age, and physical or mental abilities will continue to develop as a major social media content marketing trend.
Furthermore, as people become more aware of social justice issues, there is increasing demand for inclusive and representative content. By celebrating diversity on social media, businesses can connect with a wider audience, build trust and contribute to a more inclusive society.
Those that demonstrate their commitment to ethical practices, environmental responsibility and social causes also resonate strongly with audiences.
The role of content writing in social media marketing
Professional content writing is essential for navigating the fast-changing world of social media marketing and ensuring that these strategies are effectively executed.
It enables property and finance businesses to craft authentic, compelling messaging that resonates with audiences, drives product discovery and sales, and builds engagement in social media communities.
Whether you are looking to simplify complex financial concepts or craft AI-driven personalised content, expert copywriting can help you stay relevant.
