The more things change, the more consumers engage

Consumers have an insatiable appetite for content—even as the social media ecosystem becomes more complex. At the end of 2023, 38% of all social media users anticipated they would use more platforms in 2024. All signs point to that prediction being spot-on.

Compared to six months ago, most social users are just as engaged or interact with brand content more often on social. Despite AI-generated content inundating feeds, emerging networks adding even more channels and hyper-personalized algorithms creating niche bubbles, consumers have never been more plugged into brand content.

When we asked consumers which platforms brands should stay away from, their #1 answer was somewhat surprising: none. Every network offers opportunities for finding and growing your community, because social users use every platform to meet different needs for connection and consumption.