We’ve looked at some of the most recent studies on social media topics and trends and picked out our most surprising and revealing ones that all businesses should be aware of. Let us know if you find any other good ones.
1. The top social networks
The Global Web Index’s most recent quarterly report looked at social media usage of over 40,000 Internet users and came up with some interesting findings. They found that YouTube is actually the most visited social media site, trumping both Facebook and Twitter. Facebook, however, is the most popular site for contributing users. This is surprising, as many brands have focused their efforts on Facebook, Twitter, and LinkedIn for marketing while YouTube may be the best avenue to customers. In addition, the trend toward video ads is another strong sign that YouTube could be a great place for companies to find consumers.
2. Instagram users are more engaged than Facebook or Twitter
According to a Locowise Instagram study in April 2015, Instagram leads social networks in engagement with 2.81% of audiences engaging with a post. This is much higher than 0.25% for Facebook and 0.21% for Twitter. In addition, they also found that the organic follower growth rate is 1.95% for Instagram as opposed to .18% for Facebook during the same time. What does this mean for businesses? It means that growth and engagement is still very possible on Instagram. There is a high follower growth rate and a high engagement rate, which means your Instagram content can reach many people very quickly. If you are targeting a younger and more mobile audience, this is a great opportunity for your business.
3. Social Media Marketing Expansion
Social Media Examiner surveyed over 3,700 marketers on their social media strategies and found some interesting results on what direction social media marketing is heading. First, they found that 66% of marketers plan to increase their use of Twitter, YouTube, and LinkedIn, the most for the future of any networks. Also, they found that marketers said that Facebook and LinkedIn are the two most important networks. Finally, they also found that most marketers said that they are not sure if their Facebook marketing is effective. This shows some interesting trends in social media marketing. Sometimes, it’s hard to see the direct results of social media marketing, and that is shown here in this survey. However, companies still think that it is important, and are looking to expand to more networks in the future.
4. Pictures Increase Involvement on Twitter
In a large Twitter analysis, Stone Temple Consulting discovered an unusual trend that shows the power of tweets with images. They found that including an image with your tweets doubles the likelihood of getting a favorite or retweet. For those with lower social authority, or less followers, your chances of getting a favorite or retweet are even greater with an image – 5 to 10 times more likely than a tweet without an image. Many people always thought images increased involvement, but the magnitude shown by this study is enormous. For any brand using Twitter, this is a good indicator of how to generate consumer involvement. Also, if you are a small business just starting Twitter marketing, pictures and/or videos are a great way to gain followers and customers quickly.
5. Brands don’t Respond
Sprout Social conducted a study in 2013 to see how brands respond to questions on social media. They found brands have a lot of room to improve, and their follow-up study in 2014 had similar results. They found that businesses only respond to 17% of messages over social media, down from 21% in 2013. Response time is getting quicker, but this is definitely a problem that needs to be addressed. The key to social media marketing is interacting with customers, and a large part of that involves answering questions. By simply ignoring questions, you can deter customers from your business. You might not be able to answer every question, but answer as many as possible to build trust with your customers.
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