According to the Digital Marketing Institute, 88% of 19 to 28-year-olds use some form of social media. There’s no denying the fact that social media channels have become a part of human culture. These platforms allow users to exchange ideas, stay in touch with loved ones, and share entertaining content.
From a business perspective, social media channels like Facebook have allowed marketers and businesses to connect with consumers like never before. These networks offer unmatched targeting options thanks to the amount of information they collect. But, marketers still need to implement a structured strategy in order to craft successful social campaigns.
There has been a lot of talk about the marketing trend of social media channels. Facebook has starred in multiple privacy scandals, so many pundits have predicted a sharp decline in the industry. However, recent trends suggest that consumer attention may be shifting rather than dissipating, so marketers that make adjustments early enough should be able to transition seamlessly.
Below, we’ll go over the current state of marketing trend of different social media channels, analyze the future of the industry, explore some of the most exciting features, and introduce some tools to build better ad campaigns.
The Popularity of Social Media Channels
One of the main reasons social media has gained and maintained popularity is the fact that this industry moves with technology. Social platforms feature personalized news feeds, live streams, video ads, and other innovative elements.
Today, social media channels are still very popular. But marketers find themselves in a crucial time where there appears to be a major shift in the industry.
All social platforms have their specialty or defining characteristic. More “orthodox” social media channels like Facebook have multiple features that attract users, while specialized platforms like Instagram focus mostly on one element. The popularity and demand for each platform fluctuate according to what consumers’ interests, so marketers need to look at the individual performance of each platform to determine if their reach is big enough.
Facebook first became available to the public in 2006 and has since become the most popular social media platform in the world. Today, the company is worth almost 95 billion US dollars. The social network has invested billions back into its operations, acquiring WhatsApp in 2012 as well as Instagram, which we’ll discuss later in this post.
This platform has almost 2.5 billion monthly active users and it adds about half a million new accounts every day. As if that wasn’t enough, 51% percent of US adults report using Facebook multiple times per day while 40% of all accounts are used for reading news and informational purposes.
Considering the above, it’s worth noting that the announcement of Facebook Zero has drastically changed the way marketers will be able to use the platform. Those who get ahead of the wave and start developing potential content early on will have a crucial advantage over their competitors.
Unlike traditional social media accounts, Twitter’s specialty is the dissemination of information via small text snippets widely known as tweets. Although consumers have to get used to the minimalist nature of the platform, Twitter allows companies to create a stronger connection with a more exclusive market, which is regarded as being more affluent than the average user base.
While Twitter doesn’t have Facebook’s reach, many marketers argue that content on this social media platform is much more engaging. 500 million tweets are being sent out every day, which comes from roughly 330 million monthly active users. 1 in 5 adults uses Twitter in the US and 42% of users check the platform every single day.
Anyone who’s ever used Instagram understands why this social network is almost addictive. It focuses on sharing images, videos, live feeds, and other super-engaging content that consumers simply love. Instagram is ideal for companies that want to attract young customers through their content as 71% of users on this platform are under the age of 35.
Instagram was acquired by Facebook a few years ago, but the picture-centric social network has never been more popular. There are 1 billion monthly active users on Instagram, half of which use the platform daily. And, even though Twitter invented the hashtag, Instagram users have transformed this quirky practice into an art form. The average Instagram post includes about 10 carefully-selected hashtags that allow the content to reach a broader audience.
YouTube is the premier video sharing platform that’s used by consumers, media outlets, companies, and every other entity on the planet. It’s estimated that every minute, users upload around 500 hours of video content to this platform. Whether users are looking for a funny cat video, a recap of a match they missed, or a how-to video, YouTube is the place to go.
From a business perspective, it’s important to understand that each visitor spends just under 12 minutes on each visit. About 7 out of 10 videos that people watch are suggested by the platform’s recommendation algorithm, which means that YouTube has a profound understanding of its viewer base. This can be translated into better placement and more effective ads.
If there is one platform that has remained user-centric since its inception, it has to be Pinterest. Despite the fact that it revolves around creating boards, Pinterest attracts users because it’s relatable, easy to use, and practical.
According to official numbers, there have been more than 200 billion pins saved on the platform by more than 335 million users. In the US, Pinterest is already the third-biggest social channel, with close to 43% of internet users having an account. To top it off, households that have a higher income are more likely to have a Pinterest account, so users tend to have more acquisitional power when compared to other platforms.
Social Media Global Statistics
In addition to looking at each platform individually, marketers should also analyze the overall performance of the campaign to make the right adjustments. Cutting-edge advancements, changes in policy, global incidents can all affect the way consumers behave on social channels. Savvy marketers and business owners should monitor the industry’s landscape and learn to read the patterns that start showing.
Our team has taken the time to analyze current trends in order to make projections for the future of social media. Here’s what we’ve found:
Out of the 4.5 billion people actively using the internet at the beginning of 2020, 3.8 billion are on social media. The adoption rate of social media channels has increased by 9% compared to the same time last year, reeling in more than 320 million new customers.
With more than 49% of people in the world using some form of the social network, marketers need to take advantage of and start generating leads through these platforms. However, there are already more than 3 million companies actively advertising their products and services on Facebook alone. For this reason, having the tools to research each channel properly can help companies invest funds in the right areas.
Social media platforms have evolved from an entertainment and communication hub to a functional part of society. It’s common for consumers and businesses to find the services and products they need through these platforms. This can occur by asking friends, conducting a search, or joining a group, so making these networks a great place to promote your goods.
29% of 16 to 44 year-olds discover new brands and products through social media. Not only this, but 43% of all consumers are reported doing research for a product or service through social media channels. As for conversions, more than 13% of all consumers agree that having a “buy” button directly on their feeds would increase the chance of them making a purchase.
Research suggests that digital consumers spend almost 2.5 hours on social media every day, which is spread across an average of 8 different profiles. Keeping users engaged has been a huge challenge for marketers since the inception of social media. Creating entertaining and valuable content is key, but scheduling posts at the right time and spreading them out properly is the only way to get attention from your audience.
The Marketing Trend of Social Media Channels
Video Ads and Live Ads
The general census among marketers is that consumers prefer to watch a video than to read an ad that takes them the same amount of time. While it represents a bigger investment in terms of resources, video ads can help engage users and showcase your product more effectively. Additionally, Facebook predicts that by the end of 2020, video can potentially draw up to 82% of all mobile traffic.
Live ads, which are adverts that are presented similarly to commercial TV breaks during a live stream, also maintain prospects super-engaged. That said, it’s important for companies to develop useful content early on and prevent consumers from developing a bad perception of this format.
The Power of Influencers
Marketers have known for a while that consumers value the opinion of small-scale influencers more than celebrities. Influencer marketing has already become a common element in advertising plans across all companies. As a matter of fact, 65% of marketers increased their budget for influencers this year. That said, advertisers also have to learn to single out the best influencers in order to get the results they’re looking for.
The Key to Success: Customizing Ads by Target Audiences
Ad target and customization are regarded as two of the most powerful features of digital advertising. Tailoring your ads and making sure that they are only displayed to a group of people that are more likely to be interested in your product can boost your conversions and improve the performance of your entire campaign.
With this in mind, knowing what demographics are more interested and which ads attract their attention requires extensive testing. Alternatively, you can use an ad monitoring and transparency tool like BigSpy to determine what’s working for others running similar campaigns. As a powerful ad spy tool, it provides detailed demographics for reference.
Enhancing User Experience with AI
Artificial intelligence (AI) is advancing in leaps and businesses are starting to leverage this turn-key technology to improve their marketing as well as their entire operation. This, combined with tryvertising, can give users a one-of-a-kind, efficiency-driven experience.
Take Uniqlo, who set up UMood kiosks in select stores, by using AI technology and censors in the UMood kiosks, the company could identify customers’ mood via analyzing neurological responses and make suggestions based on the results.
How to Use Ad Spy Tool to Improve Social Ad Campaigns
We’ve talked briefly about BigSpy in this article, but we’ll go over the specifics of the ads analysis platform in this section. BigSpy is a powerful business tool that allows users to see a comprehensive list of statistics from competitor ads across multiple platforms.
AdMob, Facebook, and other social ads networks have incredible reach and could produce stellar conversion numbers, but having the right strategy is crucial. BigSpy gives companies, marketers, and other stakeholders valuable insight that allows them to craft effective ads and well-structured campaigns, so if you want to find out more about building a robust social media ads campaign, what the future holds for social media channels, just test the ad spy tool-BigSpy.
There you have it. We hope that this article has provided you with value about the marketing trend of social media channels as well as some guidance on improving your ads campaign with BigSpy. If you have any queries, please don’t hesitate to ask in the comments section.