Almost 1800 business marketers of all sizes responded to the development of the Statement of Social Report by Strteamlive and Digital Guru. The article itself is worth reading, but we were more concerned about the fact that the maps were discussed towards the end–the data points Strteamlive did not examine. There are 4 social media trends that deserve a second look, plus some relevance to understanding their significance for your consideration in 2020.
Social Media Trend # 1: More firms are now using Twitter than any other social channel not titled Facebook.
Let’s observe this response through the magnifying lens of a marketer:
Some social media platforms that executives know (and therefore want to see business accounts for) are Facebook, Twitter and Instagram.
The second level of outlets is specialist sites, that are LinkedIn & YouTube (and Pinterest, perhaps). We are not beneficial to all, but they could have an effect on the best approach.
You may have an account, and you may think this would be worth having one, on IGTV, Whatsapp, and Snapchat (if you had any idea what material worked or markets to reach).
But then there’s Twitch then TikTok, which you keep an eye on, because even though your teenager might not stop at them.
Times have changed, and it can be used to illustrate why businesses are still widespread on Facebook and Twitter. These are the main social media marketing networks. The rumours of Twitter’s decline began to ring when Instagram’s success took off, but the future of tweet isn’t in our sights.
That’s not to suggest Facebook hasn’t had any problems on the way. Yet underneath the trolls and the bots, there persists an engaged, thriving community. Twitter users in the US are more likely to be young, skilled, and greater-income people.
So we are bound on Facebook when something happens–news breaks, live sports, activities, TV awards shows, and public debates. It’s the number one online source for real-time content. We also go to Twitter to express our experience with a brand or service–often to start whining or ask for help from the brand or service itself.
Twitter operates really well with such customized interactions, and I’m trying to comprehend how much of our Twitter updates are only RSS feeds in disguise. Marketers may – and would – use Twitter to communicate directly to main audiences.
Marketing professionals should utilize Tweeting to connect directly to their core listeners.
Social Media Trend # 2: Half of the industry advertisers are always making plans for social media on the air.
About 50% of the advertisers acknowledged that they don’t have a recorded social media marketing plan. They’re caught up in the process of writing and waiting. Reactive social media marketing is not a tactic. Neither does it build an editorial schedule two weeks in advance, and it repeats the same material across every advertised platform, irrespective of the market there.
Worse, 100% of companies using social media on-the-fly are at the possibility of losing all connection to their strategy, not to include their institutional knowledge and policy-makers, whether key social contributors leave the company or are unable to get to work.
In our opinion, as advisors to the most fascinating brands in the world, more and more firms are coming to us looking for a recorded social media strategy with a guide that they can execute. Although these businesses have developed social accounts with respectable audience size and distribute and improve the content on a regular basis, they are forging ahead on their very first strategic plan for the use of social media marketing.
The improvements that can happen as you begin to think about social media with the intention and results you want are invaluable. Wondering how to get started? Try to check your latest posts on social media and those few rivals of yours!
Social Media Trend # 3: Engagement measures are the most important for content success.
Don’t take the nominal value of this graph. The query is worded in such a way that advertisers can’t fully imply a choice in which the promises are most relevant. Fun fact: 2/3 of the advertisers state that likes, feedback and shares are the most important dedication measures.
Not only are these responses ambiguous, but they are also irrelevant. Not that all social media experiences are equivalent. Hot dog carnivores should agree–sour cream is the most popular pizza topping, but it also appears on the list of the least-favoured toppings. We all apply different qualities to items, even if we express love for them. A Facebook comment can be more (or less) beneficial to a marketing company than a LinkedIn post. This depends on the aims of the social media strategy and what targets are being aimed for.
What advertisers identify as real interaction in this response seems to highlight the trivial metrics (i.e. views, tweets, comments) that show on a monthly or weekly social network chart. Yet you can’t use the contributions to finance the payroll. Social media needs to do much more than making the reporting look good.
The second biggest response, Brand Interaction,” is important. Woohoo. Woohoo. Get your audience engaged, fascinated, or motivated enough to connect – it can be a discussion if your company is similarly involved and likely to engage.
Social Media Trend # 4: Nearly 50% of advertisers do not plan to raise the use of social features to push direct purchases.
Social media has a great impact on the study and engagement processes of any consumer journey. We’re discovering new products since the people we’re watching are talking about them. Our local Facebook page is filled with messages asking for advice on landscapers and craftsmen. 30% of customers say they’re going to make purchases from Pinterest, Facebook, Tumblr or Snapchat.
Yet more than half of the advertisers state that they are not hoping to increase the use of social features to boost direct purchases this year.
Now let us focus on how the Social Trade Plan is so critical. Note that younger generations are more susceptible to impulse transactions. Buy function keys and shoppable tags to reduce customer friction. Shoppable posts enhance the ability of marketers to assign social media touchpoints to the customer’s journey.
Through Slack, WhatsApp and WeChat, companies are turning to chatbots to tailor an integrated customer shopping experience.
Ultimate-level funnels are simplified into two steps: exploration and purchasing. It’s time to realise the opportunities that each social network provides to drive sales and start experimenting with apps such as shoppable tags and AI-powered checkout.