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2018
Social Media
Trends Report
10 Major Social Media Trends to Know in 2018
There are now almost 2.5 billion social media users
Social media is going mob...
1. There are now almost 2.5
billion social media users
… estimated to grow to > three billion by 2021.
Source: eMarketer, taken from Statista (2017)
2.46B
3.02B
Number of social...
In comparison...
of the world population
is now on social media
1/3
Source: Wikipedia (2017)
The world population is
estim...
Facebook - 2.07B MAUs
Source: Facebook, taken from Statista (2017)
Number of monthly active users (in millions)
Increasing...
Instagram - 800M MAUs
Source: TechCrunch, Instagram, taken from Statista (2017)
Number of monthly active users (in million...
Twitter - 330M MAUs
Source: Twitter, taken from Statista (2017)
Number of monthly active users (in millions)
Stagnating
LinkedIn - 500M Members
Source: LinkedIn, taken from Statista (2017) and LinkedIn (2017)
Number of members (in millions)
S...
Pinterest - 200M MAUs
Source: Pinterest, TechCrunch, taken from Statista (2017)
Number of monthly active users (in million...
Snapchat - 179M DAUs
Source: Snap Inc., taken from Statista (2017)
Number of daily active users (in millions)
Growth slowi...
2. Social media is going mobile
We are becoming glued to our smartphones
Source: Facebook (2017)
Facebook study: 100 people watching
TV
94 had their smart...
… and we surf social media on our phones a lot
Source: Facebook (2017)
70%
Mobile apps
22%
Desktop
8%
Mobile web
Share of ...
Facebook - 94% MAUs are mobile users
Source: Facebook, taken from Statista (2017a), Statista (2017b)
Instagram - Likely majority are mobile users
Mobile-first app
More features on the mobile app
than the web app
The web app...
Twitter - 82% MAUs are mobile users
Source: Twitter (2013), CNET (2014), VentureBeat (2016)
LinkedIn - 60% mobile visiting members
Source: LinkedIn, taken from Statista (2017)
Pinterest - 80% of traffic is from mobile
Source: TechCrunch (2014), VentureBeat (2015)
There’s insufficient data to concl...
Snapchat - Mobile only
Mobile-only app
Snapchat rolled out a web player in
2016
Snapchat is reported to be working
on a ne...
3. Social messaging overtook
social media
Rise of social messaging
Source: Business Insider (2017) (The colors of the graph were edited to match the theme of the sl...
Rise of social messaging
Facebook Messenger has 1.3 billion
monthly active users
Instagram is testing a standalone
messagi...
4. Social messaging will
greatly benefit businesses
Shift in consumer <> business communications
Shift in consumer <> business communications
Source: Facebook (2016)
56%
would rather message
than call a business for
cus...
5. Chatbots are becoming the
norm
Normalization of chatbots
Source: Venturebeat, 2017
Proliferation of chatbots
across platforms
Messenger bots: 33,000 to
m...
Normalization of chatbots
Source: Business Insider (2016), Business Insider (2017), The Next Web (2017)
> 50% of Americans...
6. Businesses can no longer afford
to ignore social customer service
Social media = Public customer service
Source: Sprout Social (2017), Sprout Social (2016)
1,000-people Sprout Social surve...
Social customer service consequences
Source: Sprout Social (2017)
When shunned on social media… When responded to on socia...
Social customer service tools
7. Organic reach & referral traffic
are plummeting
Social media organic traffic
Source: social@Oglivy (2014)
Likely even low as Facebook
algorithm prioritizes posts
from fam...
Referral traffic
Source: Parse.ly (2017)
Referral traffic to more than 2,500 online media sites
Tiny amount of traffic
fro...
Social media used to be a megaphone. Now, it’s
becoming a conversation.
4 reasons why this shift might be true…
Low organi...
8. Video is still the most popular
content type
2018 will again be the year of video
Source: Buzzsumo (2017)
> 2X overall
average
Average engagement by Facebook post type
New video features everywhere
Source: The Body Coach (2017), Paul Thomson (2017)
Stories Live videos LinkedIn native videos
Stories’ rocket growth
Source: TechCrunch (2017a), TechCrunch (2017b)
300M
Instagram Stories DAUs
in 15 months
300M
WhatsA...
Increasing video ad spending
Source: Animoto, taken from eMarketer (2017)
“Marketers are more confident in video content o...
9. User-generated content can help
drive reach & engagement
Effectiveness of user-generated content
Source: Starbucks (2017), Marvck (2016), Olapia (2016)
7x
higher engagement than
b...
Businesses are tapping into the power of their
customers and influencers
Source: Starbucks (2017)
Brand
Customers
Influenc...
10. Businesses are pouring more
money into social ads
… to combat falling organic reach
Source: Facebook (2017), Instagram (2017)
6M
Facebook advertisers
2M
Instagram advertise...
Social media ad spending on the rise
Source: eMarketer (2016), Zenith Optimedia, taken from Fortune (2016)
> 20% annual gr...
Social media advertising
Source: eMarketer (2016), Zenith Optimedia, taken from Fortune (2016)
High growth in the number
o...
Recap
There are now almost 2.5 billion social media users
Social media is going mobile
Social messaging overtook social me...
What other social media trends
have you spotted?
Check out the full post here
and tweet us @buffer
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2018 Social Media Trends Report

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Social media is changing at a rapid pace. Here's our comprehensive social media trends report to help you succeed on social media in 2018.

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2018 Social Media Trends Report

  1. 1. 2018 Social Media Trends Report
  2. 2. 10 Major Social Media Trends to Know in 2018 There are now almost 2.5 billion social media users Social media is going mobile Social messaging overtook social media Chatbots are becoming the norm Social messaging will greatly benefit businesses Businesses can no longer afford to ignore social customer service Organic reach and referral traffic are plummeting Video is still the most popular content type User-generated content can help drive reach and engagement Businesses are pouring more money into social ads
  3. 3. 1. There are now almost 2.5 billion social media users
  4. 4. … estimated to grow to > three billion by 2021. Source: eMarketer, taken from Statista (2017) 2.46B 3.02B Number of social media users (in billions)
  5. 5. In comparison... of the world population is now on social media 1/3 Source: Wikipedia (2017) The world population is estimated to be 7.6 billion
  6. 6. Facebook - 2.07B MAUs Source: Facebook, taken from Statista (2017) Number of monthly active users (in millions) Increasing growth in recent years
  7. 7. Instagram - 800M MAUs Source: TechCrunch, Instagram, taken from Statista (2017) Number of monthly active users (in millions) Exponential growth
  8. 8. Twitter - 330M MAUs Source: Twitter, taken from Statista (2017) Number of monthly active users (in millions) Stagnating
  9. 9. LinkedIn - 500M Members Source: LinkedIn, taken from Statista (2017) and LinkedIn (2017) Number of members (in millions) Steady growth MAU is likely lower
  10. 10. Pinterest - 200M MAUs Source: Pinterest, TechCrunch, taken from Statista (2017) Number of monthly active users (in millions) Steady growth
  11. 11. Snapchat - 179M DAUs Source: Snap Inc., taken from Statista (2017) Number of daily active users (in millions) Growth slowing down in recent years
  12. 12. 2. Social media is going mobile
  13. 13. We are becoming glued to our smartphones Source: Facebook (2017) Facebook study: 100 people watching TV 94 had their smartphone in their hands One of the top reasons they look away from the TV is to use their smartphone
  14. 14. … and we surf social media on our phones a lot Source: Facebook (2017) 70% Mobile apps 22% Desktop 8% Mobile web Share of digital time spent on social networking apps
  15. 15. Facebook - 94% MAUs are mobile users Source: Facebook, taken from Statista (2017a), Statista (2017b)
  16. 16. Instagram - Likely majority are mobile users Mobile-first app More features on the mobile app than the web app The web app is catching up but the mobile app still feels like the priority
  17. 17. Twitter - 82% MAUs are mobile users Source: Twitter (2013), CNET (2014), VentureBeat (2016)
  18. 18. LinkedIn - 60% mobile visiting members Source: LinkedIn, taken from Statista (2017)
  19. 19. Pinterest - 80% of traffic is from mobile Source: TechCrunch (2014), VentureBeat (2015) There’s insufficient data to conclude whether the percentage of mobile traffic has increased. Judging from the increase in mobile usage overall, it likely has increased.
  20. 20. Snapchat - Mobile only Mobile-only app Snapchat rolled out a web player in 2016 Snapchat is reported to be working on a new feature, Stories Everywhere, which might bring Snapchat to the web Source: Snapchat (2017), Business Insider (2016), Cheddar (2017)
  21. 21. 3. Social messaging overtook social media
  22. 22. Rise of social messaging Source: Business Insider (2017) (The colors of the graph were edited to match the theme of the slide deck) Top 4 social messaging apps: WhatsApp, Messenger, WeChat, & Viber Top 4 social media apps: Facebook, Instagram, Twitter, & LinkedIn
  23. 23. Rise of social messaging Facebook Messenger has 1.3 billion monthly active users Instagram is testing a standalone messaging app, Direct Number of mobile messaging users worldwide is still growing at a significant rate Source: TechCrunch (2017), TechCrunch (2017), eMarketer, 2017
  24. 24. 4. Social messaging will greatly benefit businesses
  25. 25. Shift in consumer <> business communications
  26. 26. Shift in consumer <> business communications Source: Facebook (2016) 56% would rather message than call a business for customer service 61% likes receiving personalized messages from businesses >50% prefers shopping with a business they can message
  27. 27. 5. Chatbots are becoming the norm
  28. 28. Normalization of chatbots Source: Venturebeat, 2017 Proliferation of chatbots across platforms Messenger bots: 33,000 to more than 100,000 in just a year
  29. 29. Normalization of chatbots Source: Business Insider (2016), Business Insider (2017), The Next Web (2017) > 50% of Americans between the age of 18 & 55 have used chatbots before 5,000-people survey by LivePerson: 38% felt positive about their chatbot experiences VS only 11% felt negative Oracle survey: 80% of senior marketing & sales executives worldwide are already using chatbots for their business or plans to use them by 2020
  30. 30. 6. Businesses can no longer afford to ignore social customer service
  31. 31. Social media = Public customer service Source: Sprout Social (2017), Sprout Social (2016) 1,000-people Sprout Social survey: 46% have “called out” or complained about a business on social media Ability to re-share a social media posts enables complaints to be amplified and “go viral” Social media is now the top choice for customer service
  32. 32. Social customer service consequences Source: Sprout Social (2017) When shunned on social media… When responded to on social media… 30% will go to a competitor 26% will less likely use the company’s product or service 70% more likely to use your product or service 75% likely to share the good experience on their own social media profile
  33. 33. Social customer service tools
  34. 34. 7. Organic reach & referral traffic are plummeting
  35. 35. Social media organic traffic Source: social@Oglivy (2014) Likely even low as Facebook algorithm prioritizes posts from family and friends over Pages Instagram, Twitter → Timeline algorithm
  36. 36. Referral traffic Source: Parse.ly (2017) Referral traffic to more than 2,500 online media sites Tiny amount of traffic from other sources
  37. 37. Social media used to be a megaphone. Now, it’s becoming a conversation. 4 reasons why this shift might be true… Low organic reach and referral traffic Rise of social messaging (and chatbots) People use social media to reach brands Algorithms prioritize engagement We think that organic social media is increasingly becoming a channel for engagement and brand building, not referral traffic or revenue.
  38. 38. 8. Video is still the most popular content type
  39. 39. 2018 will again be the year of video Source: Buzzsumo (2017) > 2X overall average Average engagement by Facebook post type
  40. 40. New video features everywhere Source: The Body Coach (2017), Paul Thomson (2017) Stories Live videos LinkedIn native videos
  41. 41. Stories’ rocket growth Source: TechCrunch (2017a), TechCrunch (2017b) 300M Instagram Stories DAUs in 15 months 300M WhatsApp Stories DAUs in 9 months 70M Messenger Day DAUs in 6 months
  42. 42. Increasing video ad spending Source: Animoto, taken from eMarketer (2017) “Marketers are more confident in video content on Facebook and YouTube when it comes to driving views, engagements and purchases. But videos placed on Instagram and Twitter are not that far behind, Animoto found.” U.S. marketers’ video ad spending (current and next 12 months)
  43. 43. 9. User-generated content can help drive reach & engagement
  44. 44. Effectiveness of user-generated content Source: Starbucks (2017), Marvck (2016), Olapia (2016) 7x higher engagement than brand-generated Facebook posts 7x more trust than ads 45% look at user-generated images for inspiration at least once a day 56% more likely to buy a product after seeing a positive customer- generated post of it
  45. 45. Businesses are tapping into the power of their customers and influencers Source: Starbucks (2017) Brand Customers Influencers
  46. 46. 10. Businesses are pouring more money into social ads
  47. 47. … to combat falling organic reach Source: Facebook (2017), Instagram (2017) 6M Facebook advertisers 2M Instagram advertisers (the second million advertisers joined in just six months)
  48. 48. Social media ad spending on the rise Source: eMarketer (2016), Zenith Optimedia, taken from Fortune (2016) > 20% annual growth rate until at least 2018 By then, it’ll account for 20% of digital ad spending & 45% of display ad spending Expected to overtake newspaper ad spending by 2020
  49. 49. Social media advertising Source: eMarketer (2016), Zenith Optimedia, taken from Fortune (2016) High growth in the number of social media advertisers and social media ad spending Effectiveness (or necessity) of social media ads for businesses indicates
  50. 50. Recap There are now almost 2.5 billion social media users Social media is going mobile Social messaging overtook social media Chatbots are becoming the norm Social messaging will greatly benefit businesses Businesses can no longer afford to ignore social customer service Organic reach and referral traffic are plummeting Video is still the most popular content type User-generated content can help drive reach and engagement Businesses are pouring more money into social ads
  51. 51. What other social media trends have you spotted? Check out the full post here and tweet us @buffer
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Social media is changing at a rapid pace. Here's our comprehensive social media trends report to help you succeed on social media in 2018.

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