Socialbakers-2019年最重要的社交媒体趋势报告（英文）-2019.1-22页.pdf.pdf

Most Important Social Media Trends to Remember in 2019 Social Media Statistics by Socialbakers Introduction“For marketers looking to drive value for their business via digital marketing no other platform comes close to Facebook and its family of applications, in terms of scale and audience engagement. With 2.27 billion monthly active users, social media performance data shows that it’s still the place where most consumer engagement with brands is happening online. Brands looking to leverage platforms like Facebook and Instagram need to make sure they are making data-driven decisions about where to invest their advertising budgets in order to maximize reach, engagement and business impact.”Yuval Ben-Itzhak, CEO, SocialbakersAbout SocialbakersSocialbakers is a trusted social media marketing partner to thousands of enterprise brands, leveraging the largest social media data-set in the industry. Socialbakers help brands engage their audiences on social media through content personalization and grow their customer base using actionable AI-powered audience insights.Instagram vs. FacebookPlatform Audience, Activity, EngagementEngagement Distribution by IndustriesInstagram vs. Facebook AdvertisingShare of Instagram vs. Facebook AdsFacebook Advertising Desktop vs. MobilePromoted Post Promotion on Facebook Ad Placements On InstagramFacebook EngagementOrganic vs. Paid Reach on FacebookNumber of Interactions on Facebook PostsInstagram Engagement Instagram Stories vs. PostsThe Rise of Influencer MarketingThe Influencer Industry and Minimizing FraudSpotting Fake Influencers by Follower GrowthPrivacy and SecurityTable of Contents4–6567–1289111213–15 141516–171718–20192021Instagram vs. Facebook4Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersInstagram has a smaller audience size compared to Facebook. However, despite this disparity, Instagram users are far more engaged than on Facebook. This demonstrates that Instagram is the go-to for capturing quality engagement within smaller communities, and will likely be the trend in 2019.Platform Audience, Activity, Engagement“Instagram is becoming the #1 social media platform when it comes to engagement for brands. When we look at engagement on an absolute level, Instagram has a lot more engagement for brands than Facebook, despite having a significantly smaller audience size. As a result, we see businesses leveraging Instagram for advertising more than ever before.”Yuval Ben-Itzhak, CEO, SocialbakersAudience SizeActivity VolumeUser Engagement5Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersChart Time Range: Q3 2018; Sample: Top 5,000 Largest Brand Pages and Profiles across FB and IG; Data: SocialbakersWhen it comes to the most engaged users by industry across Instagram and Facebook, there is a clear distinction between what content users value more on each platform. For Instagram, Fashion and Beauty dominate, whereas E-commerce sparks the most interactions on Facebook. Engagement Distribution by IndustriesEcommerceRetailFashionElectronicsServicesFMCG FoodBeautyAutoOthersFashionBeautyEcommerceAutoRetailSporting goodsServicesElectronicsOthersTotal User Engagement by Industry6Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersChart Time Range: Jan 1, 2018 - October 28, 2018; Sample: 79,326 Brand Pages on FB, and 44,105 Brand Pages on Instagram; Data: SocialbakersInstagram vs. Facebook Advertising7Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersShare of Instagram vs. Facebook AdsWhen comparing ad spend distribution by platform from 2017 to 2018, we found that Instagram ads increased in 2018, whereas ad spend on Facebook decreased. There was another important shift in advertising formats, from the News Feed to Stories.0%10%20%30%40%50%60%70%80%% of SpendFacebook Feed Instagram Feed Instagram Stories 20172018Ad Spend by Platform and Distribution Means of Relative Account Distribution8Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersChart Time Range: Sept 29, 2017 - October 28, 2017 vs. Sept 29, 2018 - October 28, 2018; Sample: 1,500 advertising accounts; Data: SocialbakersFacebook usage on mobile is overwhelmingly dominant, as mobile users consume more ads over desktop.Desktop: 5% Mobile: 95%0.000.050.100.150.200.250.30CPC (in USD)DesktopMobile CPC (in USD)Cost-Per-Click was more expensive on desktop compared to mobile, though, advertising on mobile received more impressions over desktop. Cost Per Click by Device Median Ad Account CPC ValuesShare of Average Advertising Impressions by Device Means of Relative Account DistributionFacebook Advertising Desktop vs. Mobile9Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersTime Range for Both Charts: Sept 29, 2018 - October 28, 2018; Sample: 2,244 Facebook Ad Accounts; Data: SocialbakersWhy is mobile such an important trend?“According to Kleiner Perkins, an average user spends over three hours per day consuming digital media on mobile - a growth of nearly 4x over just the past five years. Mobile ads present a huge opportunity for marketers, they just need to start thinking about using mobile-friendly content formats. The key with mobile content is to focus on understanding the nature of mobile, then use those learnings to test and refine your content until you find what works best for your brand and audience.”Yuval Ben-Itzhak, CEO, Socialbakers10Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersPromoted Post Trend on FacebookPhotos are the most heavily promoted compared to any other content format. However, video promotion soared in 2018 and converged with photos in September.Jan 2017Mar 2017May 2017Jul 2017Sep 2017Nov 2017Jan 2018Mar 2018May 2018Jul 2018Sep 20180%10%20%30%40%50%60%% of Published ContentPhotosVideosLinksStatusesDistribution of Promoted Posts on Facebook Top 1,000 Largest Brands on FacebookMost Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers11Chart Time Range: January 2017 - October 2018; Sample: Top 1,000 Largest Brands on Facebook; Data: SocialbakersAd Placements On InstagramIn 2018, we’ve seen Instagram ad campaigns rise and reach their highest adoption rates thus far, in June. Though it’s tapered off, as Instagram audiences grow, so will marketers’ ad campaigns. Median Share of Instagram Campaign PlacementsFeb 2017Apr 2017Jun 2017Aug 2017Oct 2017Dec 2017Feb 2018Apr 2018Jun 20180%10%20%30%40%50%Share of Campaigns (% of Total)Share of Campaigns Targeting InstagramMost Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers12Chart Time Range: January 1, 2017 - July 31, 2018; Sample: 9,433 Facebook Ad Accounts (a campaign can have multiple placements); Data: SocialbakersFacebook Engagement13Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersOrganic vs. Paid Reach on FacebookData highlights the importance of having a well-balanced organic and paid promotion post strategy.“Today, it’s crucial that marketers are making data-driven decisions with their advertising budgets. Not knowing how your content will perform and investing in posts indiscriminately, could mean you might be wasting half of your advertising budget - but which half? Content grading can help ensure that the quality content you do promote is achieving optimal engagement, improving cost efficiency, and maximizing your budget.”Yuval Ben-Itzhak, CEO, SocialbakersMedian Weekly Paid Page Post Reach Facebook Brand PagesJan, 2018Apr, 2018Jul, 2018Oct, 201800.5M1.0M1.5M2.0MWeekly MediansMedian Weekly Organic Page Post Reach Facebook Brand PagesJan, 2018Apr, 2018Jul, 2018Oct, 2018020k40k60k80kWeekly Medians14Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersChart 1 Time Range: January 01– October 21, 2018; Sample: 2,397 Facebook Brand Pages Data: Socialbakers Chart 2 Time Range: January 01– October 21, 2018;; Sample: 2,397 Facebook Brand Pages; Data: SocialbakersNumber of Direct Interactions on a Facebook Page PostThe median of interactions on the top 500 global brand and media Facebook Page posts has started to decline over 2018. That is a decrease in 50% of engagement from what pages experienced in January. However, this is in line with Facebook’s expectations when they changed their algorithm to prioritize content from friends and family over media and brands. Interactions on the Top 500 Global Brand Sample: Top 500 Facebook Pages by Audience Size within each Category; Data: SocialbakersInstagram Engagement16Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers% Stories: 18%% Posts: 82%Instagram Stories vs. PostsIn 2018, Instagram Posts are still reaching and garnering more impressions per Fans over Instagram Stories - roughly 15% and 25% more, respectively. That uplift in reach and impressions are free visibility. However, as Stories adoption increases amongst users, these metrics will continue to rise. Impressions/FansReach/Fans0%10%20%30%40%50%StoriesPostsStories vs. Posts on Instagram Average Reach and Impressions per Fans Stories vs. Posts on Instagram Average Reach and Impressions by Format The volume of brands posting Instagram Stories has increased 4x over the course of 2018. In the battle for organic reach and engagement, adopting new content formats like Stories has worked well for brands as they are consumed actively, while feed content is consumed passively.” Yuval Ben-Itzhak, CEO, Socialbakers17Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersChart 1 Time Range: March 1 - October 24, 2018; Sample: Top 10% Instagram Business Profiles of Brands (by volume of stories) that published both formats (331 profiles); Data: Socialbakers Chart 2 Time Range: March 1 - October 24, 2018; Sample: 3,310 Instagram Business Profiles of Brands that published both formats; Data: SocialbakersThe Rise of Influencer Marketing18Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersThe Influencer Industry and Minimizing FraudAccording to Statista, influencer marketing is projected to be a $2.38 billion market by 2019. With so much money on the table, is unsurprising that fraud exists in the influencer marketing space. The first challenge the industry faces is pinning down real vs fake accounts; right now, a bulletproof strategy doesn’t exist. However, we’ve been able to spot 3 types of fraudulent activity when it comes to influencer marketing - fake followers, engagement and interests. 19Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersSpotting Fake InfluencersThese mock charts were designed to demonstrate unusual and normal activity to help you spot the difference between a real and fake influencer. Here we can see that the top chart has a suspicious increase in follower growth, and normal interactions. If posting rates are the same, then this is unusual activity. Compare with the chart below which shows a positive correlation between the number of interactions and follower growth. Follower Growth vs. Interactions Unusual Growth and Decline Follower Growth vs. Interactions Usual Growth and Decline Follower GrowthNumber of InteractionsFollower GrowthNumber of Interactions“Our research has shown that brands can minimize the risk of working with influencers with fake followers by looking at two key data points - the influencer’s performance over a longer time period, like 6 months, and their engagement level per 1K fans. The former metric allows marketers to easily spot spikes of followers and performance that can highlight fake activity and the latter metric gives a clear insight into whether the influencer’s followers are actually engaging with the topics that resonate with the brand’s audience. In addition, benchmarking the performance of a few influencers over time can also greatly help to identify anomalies that are a result of fraud.”Yuval Ben-Itzhak, CEO, Socialbakers20Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers“2018 was a wake up call for the social media platforms, for users and for marketers alike when it comes to privacy and security. Not only did brands acting in Europe have to conform to GDPR, but we also have seen Facebook, Twitter, and Google ramping up their efforts to increase transparency and clean up their platforms. From the roll-out of Instagram verification badges to the launch of a new View Ads tool, which provides a public list of all ads currently running on Facebook, Instagram and Messenger, right through to Twitter deleting a huge volume of fake accounts, the platforms have been doubling down their efforts.These steps have all been very important when it comes to ensuring that users are having an authentic experience on the platforms. Users want to know that the content they see comes from credible, trustworthy sources and marketers want to know that they are investing their ad budgets in platforms that are free of digital pollution. 2018 for the social media platforms has been like 2002 was for Microsoft when they launched the now infamous Trustworthy Computing initiative, after it came under fire given repeated security issues with Windows. Security and privacy will undoubtedly be ongoing themes for the social media platforms moving forward.”Yuval Ben-Itzhak, CEO, SocialbakersPrivacy and Security21Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersSocialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs. Leveraging the largest social media data-set in the industry, Socialbakers’ social media marketing platform helps brands large and small ensure their investment in social media is delivering measurable business outcomes. With over 2,500 clients across 100 countries, Socialbakers is the leading social media management platform. Socialbakers has been a Facebook Marketing Partner since 2011, a Pinterest Marketing Partner since 2017 and a LinkedIn Marketing Partner since 2017. Socialbakers was named in the 2018 Inc. 5000 list of the fastest-growing private companies in Europe. www.socialbakers.com