The social media landscape is one that all marketers are keeping a close eye on. Even though social media marketing has become the go-to marketing channel to connect with and engage your customer, the dynamics are ever changing. Marketing teams in 2016 need to adapt to these changes in order to be effective.
What kind of changes are we talking about here? Well, for starters, live content has taken over the spotlight both on Twitter and Facebook. Media companies, charities and a whole host of institutions are maximizing the use of live streaming to connect with their audience on a higher level. Live streaming showcases context like never before, which makes watchers feel like they are a part of the event.
For example, Sky Sports, one of Britain’s leading sports channels had its team of reporters talk to fans, and report from the Euro Football Championship, through Facebook live. An accurate picture of the mood was painted when the reporters themselves were genuinely living in the moment, and interacting with fans as they normally would when they were not on the job. Another example was, how the Wayne Rooney Foundation (A Children’s Charity) streamed an entire testimonial game through Facebook Live to raise money and awareness.
According to Charles Reid, a Marketing Specialist at Chicago SEO Company, “live streaming is a massive asset to any marketer, as not just the content but the context also feels relatable and authentic for the target audience“.
Keeping this in mind, we have compiled 5 interesting Social Media Marketing (SMM) statistics that you as a marketer should be wary of, in order to be effective.
1. Going Virtual
More than a million hours of VR video has been consumed by Facebook users, using Samsung’s VR kit alone.
A telling statistic about where the future of social media might lie. Users also spend 3X amount of time watching live videos, as opposed to the ones that are recorded. This avenue is a potential gold mine for marketers. VR experiences, in the words of Mark Zuckerberg, allow you to “share unbounded spaces and experiences with the people in your life. Imagine sharing not just moments with your friends online, but entire experiences and adventures.”
VR environments allow marketers to engage their audiences and add more value at the same time. Using VR potential consumers can visualize themselves or a scenario with a product and understand its uses more accurately. If you are selling travel services, for instance, you can create VR videos showcasing entire experiences for consumers.
2. Real-Time Engagement
77% of Twitter users feel positive about a brand when their Tweet has had a response.
Social Media has been a way for brands to form a personality, have conversations and resolve issues with consumers. In order for a brand or a marketing company to survive, it must be highly responsive on Twitter and other social media platforms. A stat that lends an even more accurate picture, is that 53% of these users expect a response within an hour. For organizations, there must be clear communication channels so that issues can be resolved faster. This trend means that if you own a global brand, your social media team must always be staffed, and ready to be proactive and reactive 24*7.
3. Aspire to Pin
85% of Pinterest users are female.
Pinterest is still a dominant force in the social media space. Trends show a growing popularity of Pinterest among Female Users. The niches that are predominantly involved are Food and Drink, Home Décor and DIY. If you are a marketer targeting the female demographic, Pinterest should be your number one social media tool. Pinterest traffic is also shifting more towards mobile, too. According to Robert Moore of RJ Metrics “pinning is aspirational, which means that data on pins is data on people’s aspirations.” Marketers should use this data to create boards that excite and engage their audience.
4. The Power of Instagram
90 percent of Instagram users are younger than 35.
Brand Watch, in their recent post on social media statistics, posted about how young the Instagram demographic is. Instagram traditionally has never been a platform where marketers could instigate a call to action, however, its importance when it comes to engagement is growing. A classic example would be a major shopping mall posting a bad weather update, and offering shopping as an alternative to spending time on the beach. Instagram has gone on to introduce stories similar to Snapchat. Snapchat targets an even younger demographic so it’s important that brands convey relevant information for youngsters.
5. Everyday Storytelling
Snapchat users watch 10 billion videos a day, up from 8 billion in February 2016.
Snapchat is by far the fastest growing social media network. Snapchat’s growth has been phenomenal over recent years. A big part of the success stems from enabling every user to create their own story. About 48% of the users cited story creation as their favorite feature. With influencer marketing on the rise, Snapchat has taken center stage. New layers of engagement will arise as brands become more candid and personal. Snapchat enables brands to provide everyday insight into interesting processes and even daily lives of celebrities. This bodes particularly well for influencer marketing as personalities can integrate any marketing activities into their Snapchat stories.
So how does this affect you?
Like famous social media expert, Gary Vaynerchuk says in his book “Jab, Jab, Jab, Right Hook” “Content is King but Context is God.” The moments that marketers choose to interact is becoming more and more important.
A major takeaway from this post is that social media marketers need to shift their focus onto video and VR platforms, and also be more reactive on all major platforms. It is also important to combine your SEO and SMM strategies, as Google is beginning to display a lot more social media pages in its own search results.
With all these new trends emerging in 2016, marketers need to be on their toes and adapt quickly to maximize their efforts.