Social Media ROI

Hootsuite analyzed how social media and artificial intelligence (AI) will play a role in ROI for organizations in 2024. 

A survey of 4,281 marketers and 4,508 consumers was conducted in August 2023, along with an analysis of 1 million anonymized social posts and 15,557 articles from major social media reporting organizations.

Key findings include:

1.) 61% of organizations said the primary reason they use AI for social media is to “reduce staff workload.”
2.) 62% of consumers said they are less likely to trust and engage with content if they know it was created by an AI application.
3.) 66% of consumers said it’s hard to tell if information included in AI-generated social media content is real or fake.
— 67% of consumers said it’s hard to tell if AI-generated images are real or fake.
4.) 52% of organizations said their investment of time and money to maintain a presence on multiple social platforms contributes to concern about ROI for social media activities.
— 25% of organizations said rising costs of social media activity contributes to concerns about ROI.
5.) 70% of respondents said they’re confident that LinkedIn delivers a positive return on investment for their organization, followed by Instagram (68%), WhatsApp (66%), Facebook (62%), YouTube (52%), TikTok (50%), and X/Twitter (30%).

Find the original report here.

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
Follow on Twitter