2019年最重要的社交媒体趋势报告.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 its 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 Contents46567128911121315 14151617171820192021Instagram 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 Instagramvs. 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 InstagramFeed Instagram Stories 2017 2018Ad Spend by Platform and DistributionMeans 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)Desktop MobileCPC (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 DeviceMedian Ad Account CPC ValuesShare of Average Advertising Impressions by DeviceMeans 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 Socialbakers