Where’s the Money? Growth Opportunities for Social Media Agencies in 2024

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Discover the latest trends and opportunities for social media agencies to thrive in the ever-evolving landscape of 2024.


Social media platforms have become an integral part of our lives, connecting us with friends, family, and brands. As we enter 2024, the social media landscape continues to evolve, presenting both challenges and opportunities for brands, agencies, and social media professionals. In this article, we will explore the growth opportunities that lie ahead for social media agencies in 2024. Let’s explore Where’s the Money? Growth Opportunities for Social Media Agencies in 2024.

The State of Social in 2024

According to Brandwatch’s “The State of Social” report, brands currently initiate only 1.51% of all brand-related conversations on social media. This signifies a vast untapped potential for brands to influence the narrative and engage with their audience more effectively. As social media platforms introduce new features and harness technologies like artificial intelligence (AI), it is crucial for social media agencies to navigate this complex landscape and seize the opportunities that arise.

The Power of AI and ChatGPT

One significant trend highlighted by the report is the increasing innovation in AI and the adoption of ChatGPT by social marketers. AI-powered tools and chatbots can enhance customer experiences, streamline communication, and automate processes. Social media agencies that leverage AI technology can offer more personalized and efficient services to their clients, gaining a competitive edge in the market.

Enhancements to Major Social Platforms

YouTube and TikTok, two major social media platforms, have been making significant enhancements to improve user experiences and engagement. These platforms continue to attract a massive audience, making them ideal channels for brands to reach their target market. Social media agencies should stay updated with the latest features and trends on these platforms to develop effective strategies for their clients.

Audience Re-evaluating the Value of Social Media

A study by We Are Social suggests that individuals are re-evaluating the value of their attention and participation on social media. This poses a challenge for marketers to connect with their audience and provide meaningful content. Social media agencies need to understand the shifting preferences and interests of their target audience to create engaging and relevant campaigns.

Growth Opportunities in 2024

Now that we have explored the current state of social media and the trends shaping the industry, let’s dive into the growth opportunities that social media agencies can anticipate in 2024. We reached out to industry experts to get their insights on what will be the moneymakers of the year.

1. Tourism: Tapping into the Resurgence of Tourists

According to Tim Hung, founder and CEO of Blossom Lane Communications, posts about “travelling to Hong Kong” are gaining popularity on the social media platform Red (Xiaohongshu). The resurgence of tourists from mainland China presents a clear signal of opportunity for brands. While tourists may be spending less currently, Hung believes that by crafting tailored products and experiences and engaging them on their preferred social platforms, brands can inspire them to spend more.

2. Integration: Providing Comprehensive Communication Solutions

Kenny Yap, managing director of Socialyse, Havas Red and Havas Play, highlights the demand for integrated services in the communications industry. Clients are seeking consultancies that can provide counsel on a range of communication needs. Integrated services such as social media management, content creation, public relations, influencer marketing, performance marketing, and media solutions continue to be in high demand. Social media agencies that can offer comprehensive solutions will have a competitive advantage in the market.

3. Offline Events: Capitalizing on the Resurgence of Physical Gatherings

As economies recover from the impact of COVID-19, marketers are witnessing a resurgence in offline events. Ken Cheung, digital director at KREW DIGITAL, notes that marketers are shifting their focus from driving online traffic to attracting foot traffic through online promotions. This indicates a higher traction for physical events. AI, digital innovations, interactive elements, and key opinion leader (KOL) content play a crucial role in enhancing the overall event experience and creativity.

4. Social Media Content: Channeling Strategies through Dominant Platforms

Jude Foo, general manager and partner at Nine:TwentyEight, believes that growth will come through social media content as marketers channel their strategies through dominant platforms like Facebook and Instagram. Additionally, Foo predicts that more marketers will be shifting their focus to TikTok, given its increasing popularity. Social media agencies should prioritize creating engaging and shareable content on these platforms to drive growth for their clients.

5. User-Generated Content: Leveraging Authenticity and Trustworthiness

Vin Ng, director at Spread-it, highlights the growing preference for user-generated content (UGC) over influencer-driven content. Users trust UGC for its authenticity and unbiased opinions. Ordinary individuals are starting to create and share more content, capturing genuine experiences that foster trust among social media users. Brands can leverage UGC to engage audiences, build brand authenticity, and foster a sense of community.

6. Content Creators: Capitalizing on the Rise of E-commerce Features

Jarrod Reginald, executive creative director at The Chariot Agency, predicts that content creators will play a significant role in the market as platforms like TikTok implement e-commerce features. This shift towards content-driven platforms gives content creators the upper hand in reaching and engaging audiences. Social media agencies should collaborate with content creators to develop compelling campaigns that align with the growing e-commerce trend.

7. Influencers and Creators: Driving Growth through Dedicated Platforms

Florence Kong, founder and managing director of We Glow Hong Kong, emphasizes the significant growth of the creator economy on platforms like Meta and YouTube. Influencers and creators play a crucial role in driving growth as platforms provide resources and incentives to support their content creation efforts. Social media agencies should collaborate with influencers and creators to develop impactful campaigns that resonate with their target audience.


As we look ahead to 2024, social media agencies have a multitude of growth opportunities to capitalize on. By embracing AI, staying updated with platform enhancements, focusing on authentic and engaging content, and collaborating with influencers and content creators, agencies can position themselves as industry leaders. Understanding the evolving landscape of social media and harnessing its power will be key to success in the years to come.

Disclaimer: The opinions and insights expressed in this article are those of the experts interviewed and do not necessarily reflect the views of the author or the publication.

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