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Status Update: Social Media Trends from Q1, 2017

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Status Update: Social Media Trends from Q1, 2017

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Join us as we break down key themes and updates from around social media in our quarterly publication, the Status Update.

Status Update is a quarterly trend report, detailing the hottest and most important social media updates from around the industry. The report details moves and headlines from all major platforms, as well as up-and-coming apps in the social space. Click through to learn about the last 3 months in...

- Facebook
- Instagram
- Snapchat
- Pinterest
- Twitter
- YouTube

And much more!

Join us as we break down key themes and updates from around social media in our quarterly publication, the Status Update.

Status Update is a quarterly trend report, detailing the hottest and most important social media updates from around the industry. The report details moves and headlines from all major platforms, as well as up-and-coming apps in the social space. Click through to learn about the last 3 months in...

- Facebook
- Instagram
- Snapchat
- Pinterest
- Twitter
- YouTube

And much more!

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Status Update: Social Media Trends from Q1, 2017

  1. 1. STATUS UPDATE A quarterly publication from The Social Lights®
  2. 2. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 2 Social media moves fast. Really fast. That’s where we come in. Every 3 months, we bring you all the updates from around the social sphere. So, what went down in Q1? It’s Facebook Versus the World
 Over the past 9 months, Facebook and its family of apps have declared war on Snapchat, grabbing headlines with every lookalike feature from ephemeral images to stories to filters. However, Snapchat hasn’t been Facebook’s only target in recent months. More recently, Facebook has introduced features aimed to compete with Craigslist, LinkedIn, YouTube, and even Google. Facebook doesn’t want to be your social platform. They want to be your Internet. Marketing Converging On Social Media Several platforms made announcements that are sure to alter the marketing world, projecting social media to be the point of convergence between E- commerce, TV, and digital marketing. Who are shaping up to be the biggest players in this space? Where is social headed? Answers to these questions and more, right ahead.
  3. 3. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 3 “Bring it on.” - Facebook
  4. 4. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 4 Craigslist GoFundMe Google LinkedIn Slack Snapchat Twitch Twitter In 2017 alone, Facebook has either made updates to or launched lookalike features aimed at taking down each of the following platforms… Pinterest YouTube Facebook vs. The World
  5. 5. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 5 WhatsAppMessenger Instagram Facebook vs. Snapchat The most documented battle in recent months, Mark Zuckerberg has done everything in his power to make Snap Inc. regret the $3B offer he made to the platform back in 2013. Messenger, Instagram, WhatsApp, and even Facebook have added ephemeral messaging features. Facebook The constant barrage of updates has now led to 1.86 billion users having access to AR lenses, geo- located community stories, and illustrative stickers to tell each individual story.
  6. 6. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 6 Facebook heard concerns voiced by some of the world’s largest businesses regarding whether or not the platform truly offered a superior marketing platform, as well as calls for standardization across measurement methods. Zuckerberg responded, bringing third-party data to the platform through a new advertising tool, Advanced Measurement, to compare performance across Facebook, Instagram, Google, and search- based ads. YouTube has long had a stranglehold on native video consumption. However, in recent months, Facebook made a leap, earning 10-times more shares on native video when compared to YouTube’s on the platform. Facebook vs. Google, YouTube
  7. 7. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 7 Facebook has long since turned its primary focus away from knocking Twitter down, but that doesn’t mean the platform has stopped bringing the heat. Facebook has continually made revisions to it’s “trending” and “live video” features, aiming to dismantle Twitter from it’s spot as the leader of the now. Most recently, Facebook added a second Newsfeed, aiming to bring users more content that the platform believes they will like. Loved within the esports and gaming community, Amazon’s Twitch has gained significant traction in the social world, which meant that it was inevitable that Facebook would eventually launch a feature to try and kill the platform. Predictably, it happened. Facebook vs. Twitter, Twitch
  8. 8. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 8 Pinterest has continued to flex its muscles in influencing purchase decisions, launching new advertising options and adding capabilities to search any image on the Internet for related pins. In gaining momentum with retail and CPG advertisers, Facebook added sales options to try and keep marketers within those big blue walls, options including collection advertisements and product catalogues. Facebook vs. Pinterest
  9. 9. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 9 GoFundMe Facebook vs. Craigslist, GoFundme, LinkedIn, Slack An ongoing theme, if something on the Internet is working well, a Facebook lookalike won’t be far behind, especially when groups of people are involved. From messaging to fundraising to job searches to getting rid of that old mini-fridge in your mancave, Facebook wants to do it all. Craigslist LinkedIn Slack
  10. 10. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 10 TV MARKETING DIGITAL ECOMMERCE SOCIAL MEDIA
  11. 11. 11Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | The past decade in marketing has been dominated by digital media, TV advertising, and exploding eCommerce sales. As social media developed into the advertising monster it is today, the industry’s gravity is attracting more and more marketing facets. Combining the efforts of the all-encompassing marketing giants with the innovation of startups, advertising in 2017 is soon to be more than simply digital, TV, or social marketing. It’s going to be an all-in-one industry. Where one aspect exists, there too will be the others. It’s all coming together.
  12. 12. 12Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | A constant race across social media, platforms repeatedly announce updates to make their live-streaming experience better than the competition. With events leading the charge, broadcasts (and their media companies) have become a target for Facebook, Twitter, and YouTube alike. YouTube made waves in February, announcing a 40-channel, Internet- based TV subscription package that features content from ABC, CBS, FOX, NBC & more. Social + TV
  13. 13. 13Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | Eyeing the overlap between social and digital, platforms are creating conversation points and adding features synced to announcements, like movie-based Snap filters, accessible by snapping the code flashed during the trailer premiere. Both Snapchat and Facebook have adopted this approach, with Facebook tying the announcement of its Snapchat lookalike “Camera” to the Justice League trailer announcement. Social + TV
  14. 14. 14Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | Not to be left out, Twitter, fresh off a successful NFL season, has expanded its presence in live-event coverage. In addition to regular programming that includes talk shows, cooking how-to’s, and breaking news broadcasts, the platform has seen success in covering awards shows. With more on the horizon, we’ll see what else Twitter has in its bag of tricks. Social + TV
  15. 15. 15Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | As previously noted, Facebook and Google have responded to calls for transparency in performance measurement. As the two continue adding features from around the Internet (eg. app launches, lookalike features, etc.), click-through rates and performance metrics are becoming more comparable, and the gap between social and digital advertising is narrowing. Social + Digital
  16. 16. 16Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | ROI in terms of cash value and sales influence has long been a hurdle for social advertising. However, this issue could soon be squarely in the rear-view mirror. With statistics behind Pinterest’s purchasing power, the introduction of visual search, virtual fitting rooms, and updates to product catalogues on Facebook and Instagram, recording sales directly within social platforms are getting closer. Social + eCommerce
  17. 17. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 17 What else happened in Q1? Platform by Platform Facebook Instagram Snapchat Pinterest YouTube Twitter Miscellaneous
  18. 18. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 18 Facebook Coming off of a strong 2016 performance, Facebook was busy in Q1, seemingly adding every feature possible in its quest to be the only source of info a person could ever want. Along with the previously-mentioned additions / battles, Facebook also took on the following: • Began work on a weather tool. • Launched the Facebook Journalism Project. • Opened negotiations to stream MLB games. • Created a 360 / VR-viewing app. • Announced a unified inbox for Facebook, Instagram, and Messenger. • Introduced ePayment options to Messenger. • Continued work on its controversial “Trending” section. • Added Safety Check to let users alert friends and family that they are safe during times of crisis.
  19. 19. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 19 On the advertising front, Facebook announced a number of new ad formats and updates to existing ones. These updates include, including mid-roll placements, improved re-targeting methods, and collection posts. Following harsh criticism after admitting mistakes in performance measurement, the platform announced updates in measuring completion rates, as well as how video is ranked within your Newsfeed. Facebook also announced new payment options, allowing advertisers to choose to be billed only when videos are viewed with sound or when the full video is viewed. Facebook
  20. 20. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 20 In mid-February, Mark Zuckerberg released a manifesto, detailing his plans to continue building a community around five focal points: • Building a supportive community. • Building a safe community. • Building an informed community. • Building a civically-engaged community. • Building an inclusive community. Facebook
  21. 21. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 21 Carousels (Multi-Image Posts) Save Live Broadcasts Booking Appointments Instagram launched a flurry of updates in Q1, ranging from letting users save live stories to abandoning its one-image- per post limit. Check them out here: Carousels open up a wide array of opportunity in content creation. Check out these 7 tips for Marketers using the tool. Instagram
  22. 22. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 22 As the platform continues to generate purchasing power and move further into eCommerce, Instagram put more tools into marketers’ hands. Heading into Q2, Instagram made headlines with the following… • Reaching the 1 million-advertisers milestone. • Improving the platform’s shopping capabilities. • Introducing ad placements within stories. As in recent quarters, Instagram continued its efforts in establishing a kind, safe community. A hot topic across the marketing world, see how some influencers are gaming the current Instagram algorithm. Instagram
  23. 23. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 23 Arguably the biggest news of the quarter in social media, Snap Inc. went public in their IPO, and NBC is heavily invested. Speaking of being invested, Snap has a 5-year, $2B deal with Google for the tech giant’s cloud services, and the platform has been snagging serious media deals from publishers. Over the last 3 months, Evan Spiegel and Co. remade the platform’s user interface, better enabling the search function, and made public stories searchable by content through image recognition. Snapchat
  24. 24. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 24 Snap was tied to several features and products over the last 3 months. The self-proclaimed camera company made Spectacles publicly available and was rumored to be in the early stages of developing a drone. A QR-code that marketers should actually use, the platform also announced the ability for users to create custom Snap codes that direct viewers to web pages. More rumors surrounded Snap, with talks of Lens games and moves in advertising that increased the platform’s attractiveness for advertisers, including self-service ad creation through VidMob. Snapchat
  25. 25. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 25 While Facebook has been charging, developing every Snapchat look-a-like possible, that trend may be slowing down in the coming months. In February, Snap Inc. hired an engineer to improve the platforms defense against such copycat features. While this may not fully stop the barrage, perhaps it can help slow Facebook’s onslaught enough to give Snap time to build out more unique, protected features. Further in the development side, Snapchat also announced that it would be prioritizing its Android product in an effort to retain users and maintain growth. Snapchat
  26. 26. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 26 Lens: Shazam for everyday objects. Visual search for similar, related content. Search every web image for related pins. Known for its prowess in driving purchase decisions, Pinterest went on the offensive in attracting marketers in Q1. Overall, the platform aimed to push its product into everyday life. Pinterest
  27. 27. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 27 With 93% of U.S. users using the platform to influence purchases, Pinterest is hoping that these flashy metrics, along with its latest features aimed at brining the platform out into the world, will attract more businesses and marketers to the platform. Expanding these efforts to draw advertising dollars, Pinterest launched Pinterest Propel, a self-hosted advertising platform. Propel aims to help businesses of all sizes leverage Pinterest ads through… • Education on the platform and best practices. • Custom content created by the Pin Factory. • One-on-one support from platform experts. Pinterest
  28. 28. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 28 We’ve already noted YouTube and the launch of its monthly TV subscription, but we should note two key figures driving this move. 1. YouTubers consume over one billion (with a B) hours of video daily. That’s 10 times more than Facebook’s 100 million and is currently on- pace to surpass TV viewership in the U.S. 2. The platform is home to over 1B users, reaching more 18-34 and 18-49 year-olds than any U.S. cable provider. It’s pretty clear where YouTube, Google, and Alphabet saw the opportunity to jump into the TV space. YouTube
  29. 29. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 29 YouTube can’t have it all, though. At least, not yet. A pair of controversies clouded the platform’s quarter. Carrying over from 2016, there has been increased scrutiny directed at YouTube for its treatment of some of its most influential users. Overarching both Google and YouTube, numerous advertisers have either slowed or completely halted campaigns until the media giant can guarantee that a business’s ads will not run alongside hateful or harmful content. YouTube
  30. 30. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 30 With the exception of promise in live events, Twitter was pretty quiet in Q1. The platform dropped its Dashboard app, a favorite of many advertisers. Once again, Jack Dorsey focused on community care, specifically at protecting famous people, and Twitter introduced an update to its 140-character limit. Sound familiar? In an effort to help marketers, Twitter announced Spring tips and metrics to drive campaign decisions, as well as releasing Moments analytics. Also, refusing to let Vine die, Twitter turned the app into a less-prominent feature. Twitter
  31. 31. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 31 • Social-only publishing is coming. • Musical.ly launched a video messaging app in Ping Pong. • Google is coming for Slack, and launched a video-watching social app in Uptime. • Trying to find that one influencer, but can’t remember their name? Use image recognition to track them down. • Amazon-owned Twitch set its sights on Twitter. Twitch currently owns a large conversation on the platform through video games and the emergence of esports. • Are you an influencer? Amazon launched a social influencer platform, aiming to draw more traffic to the eCommerce giant. • Catching up to the party: Tumblr adds stickers and filters. Some extra notes from around the industry in Q1… Miscellaneous
  32. 32. Confidential. Do Not Distribute | © 2017 The Social Lights® LLC | 32 Here are our top-10 tips for social media success that you can use on any platform, any time. As always, SXSW provided a wealth of insight for marketers. Check out our top-three takeaways. Let’s break down the latest Facebook algorithm update. Be ordinary, extraordinarily with Spectacles. Give your content a boost with these 7 tips for using Instagram Carousels. In case you missed it or have a little extra time over lunch, catch up on our musings from Q1. Supplemental Reading
  33. 33. THANK 
 YOU www.thesociallights.com 33Confidential. Do Not Distribute | © 2017 The Social Lights® LLC |

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