2018年社交媒体趋势报告（英文版）.pdf

REPORT Social Media Trends 2018 Hootsuites annual report on the latest global trends in social media3 Executive Summary 4 Methodology 5 Hootsuites 2018 social trends at a glance 7 3 challenges ahead in 2018 9 How global social media behaviors are changing 12 TREND 1 The evolution of social ROI 16 TREND 2 Mobile fuels the growth of social TV 20 TREND 3 Trust declines, while peer influence rises 24 TREND 4 Humans, meet AI 27 TREND 5 The promise (and reality) of social data 30 Where social networks are headed in 2018 32 Facebook marketing deep dive Mari Smiths 2018 Facebook game plan 33 Tools to help in 2018 34 Endnotes Contents 2 Con TEn TSExecutive summary As we look forward to 2018, its clear that the dominance of social networking will continue to increase. Across all global markets, consumers are spending more time on social networks every year. While connecting with friends remains the top motivation for using social networks, digital consumers are also engaging in new activities like tuning in for live broadcasts, researching products, interacting with Messenger bots, and watching an ever- increasing number of mobile videos. As consumers adopt new social behaviors, organizations are also maturing their publishing, advertising, and measurement strategies. In 2017, we saw a long list of innovative social advertising formats, the victory of mobile video, and the rise of AI messaging bots. Organizations are interested in these innovations. But theyre also under pressure to justify the ROI of existing social media investments. In Hootsuites third annual Social Trends Report, we evaluate key global trends, offer recommendations to help solve common challenges, and identify practical ways your organization can better deploy social across all points in the consumer purchase funnel. Our goal is to provide you with new data, best practices, and inspiring case studies to guide your 2018 social media investments. 3 EXECUTIVE SUMMARYMethodology Hootsuites Social Trends Report evaluates global audience behaviors and social strategies. This report is based on a survey of 308 social marketing practitioners; qualitative interviews with 38 industry specialists; global data on the evolution of social ROI from Altimeter and Hootsuite; and analyst reports from Edelman, Gartner, GlobalWebIndex, L2, Forrester, Econsultancy, Kleiner Perkins, Deloitte, and McKinsey & Company. Every year, social media offers marketers a long list of new technologies and experimental tactics. However, we weight our analysis towards trends that can be implemented by our customers in the coming year. Key Questions How will major social networks develop in 2018 and what do these product investments mean for Hootsuites customers? What are the five most significant social trends that will produce tangible business results in 2018? Which brands are deploying innovative uses of new technology? 4 METHodologY1. The evolution of social ROI For years, weve been predicting the death of short-sighted vanity metrics. In 2018, were seeing this long-promised shift finally take place. Whats different? While organizations have traditionally used social media to increase top-of-funnel engagement, many are exploring and discovering the value of social in other phases of the customer journey. In addition to brand awareness, social media is also helping organizations achieve business objectives such as lowering customer service costs, tracking changes in brand perception, mitigating risk, attracting top talent, and even feeding social insights into supply chain analyses. But this evolution requires new metricsand alignment of social media strategies with your organizations most urgent business challenges. 2. Mobile fuels the growth of social TV Mobile usage, shorter attention spans, and the thrill of novelty have accelerated the consumption of video content. The old buzz phrase used to be that “brands need to be publishers.” But in 2018, social networks will encourage brands to become broadcasters as mobile video and social-TV style programming take the spotlight. Creating broadcast-style content wont work for every brand or product category. And the metrics that bump the stock price of social networkssuch as engagement rates or video viewsmight not help your organization achieve your specific business outcomes. However, for many industries, this will open up innovative social advertising formats and bold new ways to engage social audiences. Hootsuites 2018 social trends at a glance 56% of respondents said that not being able to prove the ROI of social media made it difficult for their organization to be successful with social media. Hootsuite 2018 Social Trends Survey 5 HooTSUITES 2018 SoCIAl TREndS AT A glAnCE3. Trust declines, while peer influence rises 2017 was a tumultuous ridewe saw the explosion of fake news in public discourse, U.S. President Donald Trumps unexpected triumph over traditional media, and an erosion of public trust in mainstream institutions. Politics aside, these cultural and technological shifts impacted both businesses and consumers. As Edelman found in their global study of consumer confidence, for the first time in history consumers trust peers just as much as technical experts and more than CEOs, governments, and academics. 1Marketing leaders are also more skeptical of inflated influencer metrics and wary of paying to reach social media bots instead of humans. Were moving away from trusting institutions, vanity metrics, and mega-influencer celebritiesand moving towards smaller and actual spheres of influence where customers advocates, genuine customer communities, and engaged employees matter more than ever. 4. Humans, meet AI The machines have risen. And marketers have discovered they can be delightfully useful. The danger, of course, is following this trend, rather than understanding the far-reaching changes AI will bring to social marketing. Over 100 thousand Messenger bots are now active on Facebook (a 233 percent YOY growth over last years 33 thousand). But its still unclear whether customers will value these human-less engagements. While AI is still a future-facing trend, marketers can expect to start reaping the practical benefits in 2018. Facebook, for example, has released new predictive analytics to help marketers find insights faster. And visual search engines are using machine learning to help consumers search by images rather than keywords, a shift that will redefine the future of online product browsing. 5. The promise (and reality) of social data Organizations have long heard about the benefits of deep listening and uncovering customer insights with social data. But theyve also realized that integrating social data with other analytics systemsor finding usable insights from mountains of social mentionsrequires a lot of work and more resources than they originally thought. In 2018, the promise of social data remainsbut organizations will need to recalculate the effort and resources theyll need to invest to turn social data into a true source of customer insights that can be used across the enterprise. 33% of respondents said that not being able to prove the ROI of influencer marketing made it difficult for their organization to be successful with social media. Hootsuite 2018 Social Trends Survey 6 HOOTSUITES 2018 SOCIAL TRENDS AT A GLANCE3 challenges ahead in 2018 Looking ahead to 2018, we see three core challenges facing marketers. Challenge #1 Finding sustainable solutions to declining organic reach. Analysts warn that organic Facebook reach could shrink further in 2018. Organizations need to accept this new reality, stop chasing short-term tactics, and start building sustainable strategies that are not reliant on organic placement in Facebooks News Feed. This means being more selectivefor example, if your goal is organic engagement, focus on emerging social networks that attract smaller loyal audiences. It also means properly tracking social advertising ROI so that you can secure more budget, and building long-term influencer and advocacy strategies. BuzzSumos analysis of 880 million posts in 2016 and 2017 found that due to increased content competition, average engagements on Facebook content are falling. That said, video continues to be the best algorithmic boost. As BuzzSumo found, “the average video post in April 2017 reached 12.05% of the total page audience, just ahead of photos at 11.63%, links at 7.81%, and status updates at only 4.56%.” 251% of respondents said that a lack of social ads budget made it difficult for their organization to be successful with social media. Hootsuite 2018 Social Trends Survey Average facebook engagements 2016/17 (all post types) 325 350 300 275 250 225 BuzzSumo analysis of 880m Posts 2016/17 July november March September January May August december April october February June 7 3 CHAllEngES AHEAd In 2018Challenge #2 Social video surges ahead but were approaching saturation. If youre not creating social videos or using social video ads, youre already far behind. Forty-six percent of respondents in our annual customer survey say theyre already implementing social videos, with another 26 percent planning to implement in 2018. In 2017, social video advertising spending leaped 130 percent YOY. 3 Video is a core growth strategy for the major social networks because its an engaging mobile medium and easy to monetize. But instead of simply feeding social networks more views to monetize, organizations need to connect social video to a broader strategy. Metrics need to reflect business value and ROI, not network-specific metrics based on the features and ad formats suggested by social networks. “People are talking like the future is just going to be video. That is crazy. The future is going to be everything: it is going to be text, photos, audio, and video. The media brands of the future will do these all extremely well.” Henry Blodget CEO and cofounder, Business Insider 4 Challenge #3 Brands fatigue from new tools and tactics. During our research, we heard a common complaint from our customers: Theyre fatigued with the endless list of new tactics, tools, and content formats. Social networks continue to innovate and build new ways to reach audiences. But marketers are under pressure to prove that their existing social strategies merit continued investment. Future investments need to have a demonstrable business impact (not just “getting more followers” or “increasing audience reach”). Whether its adding rigor to attribution models or refining influencer programs, 2018 will be less about experimentation and more about improving the implementation of existing strategies. 40% of respondents said that developing content targeted for specific social networks made it difficult for their organization to be successful with social media. With every network requiring specific content formats, brands need to be selective with their resources. If youre struggling to keep up, consider scaling back on experimental tactics. Shift your budget and time back into one or two core platforms. Hootsuite 2018 Social Trends Survey 46% of respondents say theyre already implementing social videos, with another 26% planning to implement in 2018. This means that social video is quickly moving from being an algorithmic advantage to a table-stakes tactic. Hootsuite 2018 Social Trends Survey 8 3 CHALLENGES AHEAD IN 2018 Almost every internet user can now be reached via social media. According to GlobalWebIndexs study of 50 thousand internet users aged 16-64, almost every internet user can now be reached via social media. Ninety-eight percent of internet users say theyre visiting or using social networks each month. And 78 percent of the internet population aged 16-64 are networking with a mobile device. 5 Passive social networkers continue to climb. 42 percent of digital consumers use social networks to stay in touch with friends. But were also seeing an increasing number of passive behaviors on social networks. For example, 39 percent use social networks to access the news. Similarly, 39 percent use social networks to fill their spare time (which is why social networks are racing to fill feeds with monetizable video content). 6 All eyes turn to mobile-first social videos. The explosion of video consumption is driven by five forces: smartphones, shorter attention spans, binge-watching, the importance of context, and the thrill of novelty. In the battle for mobile video attention, Facebook has climbed to the top, gaining 48 percent of total video views in Q1 2017, according to a study by the research firm L2. 7As Mark Zuckerberg stated in Facebooks Q2 2017 earnings report, theres no sign of this slowing. “Over the next few years, the much bigger driver of the business and determinant of how we do is going to be video, not Messenger.” 8Brands, of course, have moved with the social video tide. According to L2, video made up 21 percent of brand posts in Q1 2017, an increase of 6 percentage points from Q1 of 2016. 9 23% 25% 28% Social media in the purchase journey online product research % who say they use social media to research / find products to buy Time spent per day on mobile and on social media 50% 40 30 20 10 2015 2016 2017 1:49 2:20 2:06 2:35 2:15 3:02 4HRS 3 2 1 2015 2016 2017 Mobile Social Media How global social media behaviors are changing 9 HoW gloBAl SoCIAl MEdIA BEHAVIoURS ARE CHAngIng Social medias role in the purchase journey expands. Social continues to gain ground as a source of information for brands and products. In a study of 178,421 global internet users aged 16-64, GlobalWebIndex found that 28 percent of users turned to social networks during their online product research, a number that weve seen jump every year. They also found that 46 percent of all global internet users are following brands on social media. As we move into 2018, well see more consumers researching new products on social and making social a key part of their buying journey. 10 One in every three minutes online is spent on social networking. According to comScore, Daily time spent on social increases every year across all markets and all major demographics. One in every three minutes online is spent on social networks or messaging apps. 11 Social overtakes search for 16-24 year-olds. For online product research, search still leads the way. But social is catching up. 41 percent of global internet users say they use social to research new brands or products. And among 16-24s, social has overtaken search engines as a brand discovery and research channel. 12As more consumers research pot