Last month, Social Media Examiner released their 10th annual “Social Media Marketing Industry Report” for 2018. The report shares data collected through surveying 5,700+ marketing professionals. This is one the longest running studies in the social media marketing industry, so it is always interesting to see how trends change over time.
Here are some main highlights from the report:
Although Facebook is still dominating, 94% of marketers use the platform, about half of marketers are unsure if their Facebook strategy is effective, and have seen decline in organic reach. However, most marketers are still putting time and money into Facebook. A large majority, 72%, of marketers are using Facebook ads and 67% of marketers say Facebook is their most important platform. By a long shot. We’re surprised to see that the second most important platform at 12% was LinkedIn, followed by Instagram at 10%. We suspect that of the people surveyed, there were a lot of bigger, more corporate companies there and are sure that when speaking with small business owners that they would find a bigger sway towards Instagram.
Video, Video, Video
This report shows it loud and clear – video is dominating in social. Marketers are planning to up their video game, and for good reason. It is projected that 80% of global internet traffic will be video content by the year 2020. In the report, one of the key areas people are spending morst of their time – and plan to spend even more – is video. Live video was also a big focus. We know where we’ll be putting more time too.
The Benefits of Social Media Marketing
What marketers perceive as the biggest benefit to using social media as part of their marketing strategy is interesting, but not surprising. The survey showed that increased exposure and increased traffic were top two. How does this translate? Brand awareness and website visits. Marketers also said that social media has provided opportunities for sales and building business partnerships. Fascinatingly, Facebook was shown as a stronger B2B platform than LinkedIn.
Other things to note
Snapchat activity with brands is declining. Only 6% of marketers have increased their activity on Snapchat over the past 12 months.
It’s also important to note that 50% of survery respondents were based in the US, and only 7% of responses came from in the UK.
So what does this all mean?
Stay on top of your Facebook marketing, your Facebook ads and get a hold on video. This study is a good reminder to do your own social brand audit. Where do you currently spend your resources and budget? What would you like to do more or less of? Which platforms do you find are effective, why? If you need a hand with this, drop us a line or check out our Social Media Audit service.
For us, the main takeaway is that social media marketing is here to stay (woo!). If social isn’t a big component of your overall marketing strategy and you’d like to learn more about how we can help, drop us a line or join our free Facebook group to chat with us and other like-minded business owners.
Got any further thoughts on social media in 2018? Or do you have any questions for us? Ask below. 👇🏼