The social media manager of today isn’t solely thinking of growing the number of followers they have or driving more website traffic. They are increasingly taking on marketing strategies that focus more on one-to-one interactions and participation in the communities on social media platforms where their audience already exists and hangs out. These interactions have the potential to positively influence how the consumer views the brand—but only if it is done right.

The social media manager then also plays an integral role in the community as they act as the bridge between the brand and its audience. Social media managers aren’t just broadcasting messages; they listen, engage, and form relationships.

This role requires a deep understanding of the audience’s needs, preferences, and behaviors. That’s why we’ve taken a microscope to this crucial aspect of social media management. Get a free trial of Agorapulse now and start seeing all the amazing things you can do with a social media management tool.

How do the trends we see in the data translate into actionable insights for social media managers tomorrow that will help them build engaged audiences online?

We’ve analyzed nearly 22 million posts to answer just that.

Highlights from the State of Community Management Report

Here’s what we’ve found:

  • The #1 reason social media managers are shifting their focus towards authentic community engagement to drive meaningful results
  • Why Facebook’s text posts dominated 52.06% of total posts and what this means for your content strategy
  • Emerging trends in community management, including the rise of long-form video content, the integration of AI, AR, and VR technologies, and the increasing emphasis on personalized, one-to-one interactions
  • Plus, see which types of content, hashtags, and emojis, perform best on each network to maximize your reach, engagement, and conversions

This analysis will give you a comprehensive look at this aspect of the state of social media management–community management–as we go forward in 2024. Let this ebook be your guide to the intricacies of community management, where you’ll find the observations and strategies you need to manage social media with confidence and creativity.

Publishing Highlights

This section explores the volume of posts across different platforms, identifying trends that signal strategic implications for social media publishing strategies.

Post distribution overview

  • Facebook dominated in terms of post distribution in 2023 capturing 52.06% of the total posts published through Agorapulse, showcasing the platform still plays a vital role in social media marketing strategies.
  • Instagram and Twitter/X showed significant activity, with 18.88% and 17.05% of posts, highlighting their roles in engaging audiences and driving conversations.
  • LinkedIn‘s 9.86% share reflected its niche but vital role in professional networking and content dissemination.
  • YouTube and TikTok, despite their lower shares of posts published, underscored the growing importance of video content in engaging modern audiences.

Volume of posts published in 2023

  • Facebook: Starting strong in January with nearly a million posts, Facebook saw a consistent flow of content throughout the year, peaking again in March. However, there was a noticeable dip in July, hinting at a summer slowdown before activity picked back up towards the year’s end.
  • Instagram: The visual platform showed a steady increase in activity from the start of the year, peaking in June. Interestingly, there was a slight retreat during the summer months before regaining momentum in the fall, suggesting seasonal variations in user engagement.
  • Twitter/X: The platform had a relatively stable volume of posts until July, coinciding with the platform being rebranded to X.
  • LinkedIn: Demonstrating a consistent pattern, LinkedIn saw its highest activity in March, with a gradual decrease leading into the end of the year. This could reflect the professional audience’s engagement patterns, possibly aligning with fiscal quarters and vacation periods.
  • YouTube: YouTube’s content volume steadily grew each month, reaching its zenith in November. This upward trend highlights the platform’s growing importance in content strategy, particularly towards the year’s end, likely capitalizing on holiday seasons and year-end summaries.
  • TikTok: Starting with the lowest volume of posts among the platforms, TikTok saw a significant increase in activity in June and July, and peaked again in November.

Like what you’ve read so far? There’s so much more to dig into regarding social media, such as engagement and content trends as well as the future of communities. Get the details about the state of community management: download our free report.

What I Learned From Analyzing 22 Million Social Media Posts