社交媒体效果综述（英文版）.pdf

201 SOCIAL MEDIA EFFECTIVENESS ROUNDUP presented bySocial Media Effectiveness Roundup Copyright 201 eMarketer, Inc. All rights reserved. 2 SOCIAL MEDIA EFFECTIVENESS ROUNDUP OVERVIEW Millennials are seemingly glued to social networks throughout their day, but US adults overall average 51 minutes per day on social platforms . Facebooks popularity across all age groups will be a big driver of time spent with social media, accounting for 25 minutes of daily time. Facebook penetration in the US is nearing saturation, so growth in time spent on the platform is slowing, just 1 minute in 2017. By comparison, overall time spent on social networks increase by 5 minutescoming primarily from expand mobile social network usage driven by Instagram and Snapchat. The average daily time spent accessing social networks via mobile device total 40 minutes in 2017, eMarketer estimates. Instagram and Snapchat each contribute to this total, at 8 minutes and 6 minutes, respectively. Both platforms rapid audience expansion has resulted in time spent doubling from 2015. Editors Note: While eMarketers estimate for time spent on Instagram includes desktop/ laptop usage, its contribution to the number is minor. The common thread between Instagram and Snapchats popularity is the platforms visual-heavy content, speci!cally video. Mobile technology has dramatically improved and now offers fast delivery and better-quality video content via handheld devices. These developments are mainly responsible for Facebooks increase in mobile time spent. year , US adults devote 19 minutes per day to Facebooks mobile app or browser site, up 2 minutes from 2016. Editors Note: Time spent viewing digital video on social media is not counted toward eMarketers estimate of digital video time, but instead as part of social media time. It is worth noting that the average daily minutes spent on Instagram among its usersnot the US population total 25 minutes . By comparison, Snapchats users spen 26 minutes on Snapchat. This indicates that while Instagram may see more total minutes across the US population, Snapchat is generating slightly more engagement among its user base. One advantage that Snapchat has over Instagram is its emphasis on messaginga time-consuming activity in its own right. The average time spent per day with mobile messaging apps among US adults has more than doubled since 2014 climbing from 4 minutes to 10 minutes year. The impetus for growth was Facebook requiring its users to download Messenger for messaging via their platform. Additionally, the rise of feature-rich chat apps like WeChat and Snapchat has also contributed to this growth. While mobile messaging will not supplant SMS as the primary method of mobile communication anytime soon, it remains very popular among millennials. By 2019, US adults will spend 12 minutes a day mobile messaging. Editors Note: Time spent messaging on social networks like Snapchat is factored into time spent mobile messaging, as well as toward time on social networks. However, time spent messaging on mobile messaging-only platforms minutes Average Time Spent per Day with Social Networks by US Adults, by Platform, 2014-2019 2014 2015 2016 2017 2018 2019 Facebook 20 22 24 25 26 27 Instagram 346891 0 Snapchat 235678 Other 11 11 11 11 11 11 Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of device or multitasking; for example, 1 hour of multitasking on F acebook while using Snapchat is counted as 1 hour for Snapchat and 1 hour for Facebook Source: eMarketer, Sep 2017 230448 eMarketer minutes Average Time Spent per Day with Facebook, Instagram and Snapchat by US Adult Users of Each Platform, 2014-2019 2014 2015 2016 2017 2018 2019 Facebook 36 38 40 41 42 43 Snapchat 16 20 24 26 27 28 Instagram 18 20 22 25 26 27 Note: ages 18+ who use eac h platform at least once per month; average time spent with each medium includes all time spent with that medium, regardless of de vice or multitasking; for example, 1 hour of multitasking on F acebook while using Snapchat is counted as 1 hour for Snapchat and 1 hour for Facebook Source: eMarketer, Sep 2017 230447 eMarketerSocial Media Effectiveness Roundup Copyright 201 eMarketer, Inc. All rights reserved. 3 like WeChat or Messenger is not factored toward time spent with social media, since their primary function is messaging. US adults average daily time spent with other social networks total 11 minutes in 2017. These networks includebut are not limited todesktop/laptop and mobile usage of Twitter, Pinterest, Tumblr, LinkedIn or any platform that features traditional social network content feeds. What Social Trends Are Marketers Paying Attention To? Many are looking at social messaging and video Social media provides marketers with an ever-growing litany of media options beyond just display advertising. But which are the most important? A September 2017 study from The Creative Group polled 400 US advertising and marketing executives, asking them which social media trends they expect to have the greatest effect on their advertising and marketing efforts in 2018. A third said social messaging would sway their efforts in the coming yearthe top choice among survey respondents. And not surprisingly, 28% named video as another trend that would play a role in their marketing strategies next year. In“uencer marketing, which continues to draw a lot of media attention, was cited by just 11% of respondents as a social media trend that would have a large effect on ad and marketing strategies, while 10% named virtual and augmented reality. A separate study by gen.video and Geometry Global, conducted in March and April 2017, found that nine in 10 social network users are in“uenced to make a purchase after seeing content on social media. And video has the greatest in“uence of all content types. Average Time Spent per Day with Mobile Messaging Apps by US Adults, 2015-2019 Mobile messaging app time (hrs:mins) % change % of total mobile app time % of total mobile (nonvoice) time % of total digital time 2015 0:06 60.0% 5.2% 3.5% 1.9% 2016 0:08 38.3% 6.3% 4.5% 2.4% 2017 0:10 15.2% 6.5% 4.9% 2.7% 2018 0:11 11.5% 6.7% 5.1% 2.9% 2019 0:12 8.5% 6.8% 5.4% 3.1% Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking on desktop/laptop while using messaging apps is counted as 1 hour for messaging apps and 1 hour for desktop/laptop; includes time spent with over-the-top (OTT) messaging apps via mobile devices (browser or app) Source: eMarketer, Sep 2017 230591 eMarketer % of respondents Leading Social Media Trends that Will Have the Biggest Effect on Their 2018 Advertising and Marketing Strategy According to US Advertising and Marketing Executives Social messaging 33% Video 28% Inuencer marketing 11% Virtual and augmented reality 10% Paid content or amplication 8% Source: The Creative Group, Sep 5, 2017 230426 eMarketerSocial Media Effectiveness Roundup Copyright 201 eMarketer, Inc. All rights reserved. 4 Nearly Half of Social Users Say Platforms Spark Purchases Study !nds Facebook most likely to inspire a purchase decision According to a new study, nearly half of US social network users make purchases that begin on social sites, a !nding that underscores the increasingly free-form path to purchase. The August 2017 survey by visual commerce platform ViSenze found that close to one-third of US social media users say they make a purchase that begins on a social site about once a month. Nearly 15% of respondents said they make such purchases more frequently. The survey is the latest to highlight socials role in the purchasing decisions of consumers. Social platforms have yet to live up to hopes that they will be strong drivers of direct sales, but a growing body of evidence makes clear that social touchpoints do contribute along the path to purchase. For example, ClickZ Intelligence and Catalyst polled US digital buyers in August 2017 about the sources that in“uenced their purchase decisions. The survey found that social media in“uenced roughly one-quarter to one-third of respondents decisions on items ranging from furniture to baby care. Though social in“uence fell far short of other options, such as product reviews, the !gures were not insigni!cant. The ViSenze study asked about purchases that “begin” on social platformsthose that could be considered more akin to the original vision of true social commerce. Asked which social platforms were most likely to inspire a purchase decision, respondents scored Facebook considerably higher (31.8%) than Pinterest (16.4%) or Instagram (12.5%). Snapchat, the other option listed, registered below 2%. A recent PwC survey on holiday shopping, which broke down results by age, found somewhat parallel results. US internet users ages 22 and older were the most likely to cite Facebook as in“uencing their holiday shopping. But younger shoppersthose ages 13 to 21cited Instagram as having the most in“uence. And among these young shoppers, roughly one-third said Snapchat in“uenced their shopping. % of respondents Frequency with Which US Social Media Users Make a Purchase that Begins on a Social Media Platform, Aug 2017 Once a month 32.1% 2-3 times a month 9.9% Multiple times a month 4.4% Never 53.6% Note: n=1,003 ages 18+ Source: ViSenze, “2017 Visual Commerce Report: Retail,“ Oct 19, 2017 231696 eMarketer % of respondents Sources that Inuence US Digital Buyers Purchase Decisions, by Product Category, Aug 2017 Furniture or home decor Home electronics Pet care Home cleaning Baby care Clothing Personal care Grocery Product reviews 88% 88% 81% 80% 78% 78% 77% 66% Ecommerce sites (e.g., Amazon) 83% 82% 78% 70% 77% 78% 80% 63% Search engines 77% 77% 63% 67% 71% 55% 66% 53% Digital display ads 61% 49% 42% 44% 51% 48% 41% 39% TV ads 38% 37% 41% 48% 43% 28% 40% 36% Social media 25% 23% 29% 32% 38% 19% 30% 26% Note: ages 18+ who have digitally purchased each category in the past 12 months; responses of “important“ Source: ClickZ Intelligence, “The Age of Amazon: Maximizing the B2C Marketing Opportunity“ in partnership with Catalyst, Oct 10, 2017 231267 eMarketerSocial Media Effectiveness Roundup Copyright 201 eMarketer, Inc. All rights reserved. 5 How Social Platforms Are Using Video to Capture Audience Attention Facebook, Snapchat and Twitter want a piece of the digital video advertising pie Facebook, Snapchat and Twitter are embarking on a massive land grab for video content, hoping to drive increased usage and capture a greater portion of digital video ad revenues with familiar ad formats such as pre-roll and mid-roll. “Consumersparticularly young peopleare viewing video programming on more devices and in more destinations than ever before, and social platforms want to capture their attention,” said Debra Aho Williamson, eMarketer principal analyst. Video advertising has become an important revenue stream for social media properties. But they want more. Being pigeonholed in the “social” bucket has stymied growth. The broader digital video ad business is something that all social properties have been lusting after . eMarketer forecasts US digital video ad spending outside of social platforms reach $13.23 billion , up 23.7% from 2016. By 2021, spending will reach $22.18 billion. eMarketer does not include video outlays on social platforms in its digital video ad spending forecast, instead counting them in the rich media forecast. Rich media, which a $10.33 billion market in the US year , includes such ad types as flash, JavaScript and video that does not appear as part of a video player . Companies like Facebook “know their users have an increasing appetite for video content and are actively making a play for brand marketing dollars that would traditionally go to online video or broadcast TV buys,” said Todd Silverstein, US head of performance marketing at Edelman. Although Facebook has deep pockets and an enormous audience, its success is by no means assured. Consumers today dont go there to watch shows, so Facebook must change their behavior by offering great programming and a winning video platform. Meanwhile, Snapchats “Shows” are quite short, bene!ting its position as a place for creative, quick-hit content for young people. TV networks are the primary programming partners, and the ads use Snapchats familiar vertical video format. However , many marketers have yet to get comfortable with creating video ads on Snapchat. As the company continues to roll out programming, the challenge will be to convince them to develop for its unique format. Twitter is relying on its real-time roots, emphasizing live and event-driven video content. Like Snapchat, Twitter has turned to a familiar formatits Amplify video publisher partner programfor delivering ads in its new shows. The company has a lot riding on its video initiatives, given its slumping user growth and resulting falloff in ad revenues. billions, % change and % of total digital ad spending US Digital Video Ad Spending, 2017-2021 2017 $13.23 23.7% 15.9% 2018 $15.42 16.5% 16.4% 2019 $17.56 13.9% 16.7% 2020 $19.81 12.8% 16.9% 2021 $22.18 12.0% 17.2% Digital video ad spending % change % of total digital ad spending Note: includes in-banner, in-stream and in-text; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices Source: eMarketer, March 2017; conrmed and republished, Aug 2017 227926 eMarketerSocial Media Effectiveness Roundup Copyright 201 eMarketer, Inc. All rights reserved. 6 Is Organic Social Media Marketing Still Relevant? Its change