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8 Social Media Trends to Watch for the Rest of 2019

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In this short presentation, Arik discusses 8 social media trends to watch for the rest of 2019 backed up with stats and case studies, and ideas on how to best take advantage of these trends in your day-to-day work.

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8 Social Media Trends to Watch for the Rest of 2019

  1. 1. ACH 8 Social MediaTrends to Watch in 2019 Arik C. Hanson ACH Communications June 24, 2019
  2. 2. ACHACH ABOUT ARIK • 20+ years experience; solo since 2009; @arikhanson • Blogger, podcaster, e-newsletter maker, board member, event organizer
  3. 3. ACHACH Everyone’s talking trends!
  4. 4. ACHACH Most will talk about: • You guys, VIDEO!!!!!! • The “rise” of AI • Hello micro-influencers! • Chatbots
  5. 5. ACHACH Instead, today we will: • Discuss 8 pragmatic social media trends for 2019. • Talk about how those trends might impact YOU! • Ideas on action steps to take as a result
  6. 6. ACHACH Trend #1: Instagram will take over Facebook as the new social home base for brands
  7. 7. ACHACH Numbers tell the story. • Instagram just surpassed 1 billion users. The only other platform not named Facebook to do it. • 71% of U.S. business now use Instagram • Instagram is THE platform for influencers–80% prefer the platform for brand collaborations • 59% of 18-29 year-olds use Instagram
  8. 8. ACHACH Number of Insta users in US – 2017-2022
  9. 9. ACHACH Meanwhile, over on Facebook… • Facebook saw a 5.6 percent decline in users between 12 and 17 years old. • They also saw a 5.8 percent decline in users between 18 and 24 years old. This is the first time Facebook has seen a decrease in users since its inception. • Facebook usage dropped–for the first time ever– from 67% to 62% among Americans 12+ years of age.
  10. 10. ACHACH Numbers don’t tell the whole story: • Facebook is an increasingly toxic place for many users. #DeleteFacebook is real. • Facebook took a beating in the media in 2018. • Facebook has completely lost it’s “cool” factor (and guess who’s gained it!).
  11. 11. ACHACH Facebook: 39 engagements per post Instagram: 17,394 engagements per post
  12. 12. ACHACH Facebook: 131 engagement per post Instagram: 1,200 engagements per post
  13. 13. ACHACH Facebook: 7,339 engagements per post Instagram: 14,582 engagements per post
  14. 14. ACHACH That’s a 100% increase in engagement on Instagram from Facebook!
  15. 15. ACHACH For now: • Review your Facebook and Instagram numbers— where are you seeing the most “bang for your buck?” • Consider experimenting with Instagram ads (including Stories), if you haven’t already.
  16. 16. ACHACH Trend #2: Instagram will increasingly become all about Stories
  17. 17. ACHACH It’s already happening—with success
  18. 18. ACHACH Consider the numbers: • By last count, Instagram Stories now has 500 million daily active users. That’s more users than Reddit, Twitter, and Pinterest. • Stories have also reportedly increased the time users spend on Instagram, with an average of 32 minutes per day for those users under 25 years old, and 24 minutes for users 25 and older.
  19. 19. ACHACH And, Insta continues to invest: • “Story Highlights” – create branded graphics for your page and save your stories permanently by category. • “Swipe up” – for verified business accounts with 10,000 or more followers. Gives brands the ability to drive traffic to owned web properties and sites. • Enhanced metrics – Host of in-app metrics for Stories including impressions, engagements, taps forward, taps back and exits.
  20. 20. ACHACH Opportunity for 2019…
  21. 21. ACHACH The challenges for brands: • Staffing and resource challenges. • Brand governance processes don’t allow for fast posting. • “Engagement” looks different on Stories.
  22. 22. ACHACH You know who’s doing this REALLY well?
  23. 23. ACHACH For now: • Experiment, learn, experiment some more. • Track results: Impressions, click forwards, click backs • Consider involving others (i.e., takeovers with influencers, employees)
  24. 24. ACHACH Trend #3: Engagement, as a key metric, will begin to fade
  25. 25. ACHACH Why? #1: Brands increasingly aren’t even interested.
  26. 26. ACHACH Case in point:
  27. 27. ACHACH This is what brand “engagement” looks like in 2019
  28. 28. ACHACH This doesn’t seem to line up…
  29. 29. ACHACH Why? #2: Engagement rates on the biggest social platform are plummeting.
  30. 30. ACHACH Facebook engagement has declined 50% in last 18 months
  31. 31. ACHACH Case in point: 272 engagements 10,233,733 followers .0000265 engagement rate
  32. 32. ACHACH Case in point: 18 engagements 15,561,798 followers .0000011 engagement rate
  33. 33. ACHACH Why? #3: Engagements are starting to become fluffy.
  34. 34. ACHACH
  35. 35. ACHACH For now: • Evaluate your social media KPIs for 2019—do they still make sense? Is engagement a part of that mix? • Define engagement more succinctly—is it all about customer service? Are video view metrics inflating your results? • Consider what you can do to capture more lead- focused metrics—actions on site, e-newsletter signups from social, lead form completions.
  36. 36. ACHACH Trend #4: The shift from one-to-many to one-to-one starts to accelerate
  37. 37. ACHACH The stats tell the story: Messenger use WAY up
  38. 38. ACHACH WhatsApp users have doubled in just two years
  39. 39. ACHACH And, messaging growth will continue
  40. 40. ACHACH At the same time, again, this:
  41. 41. ACHACH Other signals • Instagram investing more in its direct messaging capabilities o Video chat o Poll functionality o 250,000+ active users (as of 2017) • Facebook testing the notion of deleting the SHARE button • Facebook now proactively promoting Groups.
  42. 42. ACHACH Plenty of opportunity.
  43. 43. ACHACH However, we still have a ways to go…
  44. 44. ACHACH For now, ask yourself these questions: • Do I start to adjust expectations with internal stakeholders re: engagements? Should engagements be a key metric in 2019? • Should I explore the possibility of using more automation to respond to more inbound private messages? Should I look at chatbots more closely? • What do I do about organic social media? Do I care? Does this impact my content strategy and generation?
  45. 45. ACHACH Trend #5: More focus on overlooked and niche social media sites
  46. 46. ACHACH The “Big Four” still dominate, but… • Quora o 190M users o 400,000 topics now exist on Quora • Pinterest o 250M active users o 175B+ pins o 1 in 2 millennials use Pinterest every day • Reddit “Front page of the internet” o 300M users o Average visit: 15 minutes, 47 seconds
  47. 47. ACHACH Reddit is a different animal
  48. 48. ACHACH
  49. 49. ACHACH And, of course… • 200,000 active neighborhoods • More than 17M recommendations • 90% of U.S. neighborhoods are active on Nextdoor
  50. 50. ACHACH City of Minneapolis actively (sort of) engaging residents
  51. 51. ACHACH And don’t forget about…
  52. 52. ACHACH Stats don’t lie • 500 million monthly active users • More than a billion downloads • 66% of users are younger than 30-years-old Users now spend an average of 52 minutes on TikTok per day!
  53. 53. ACHACH For now: • Don’t over-rely on the major social networks— constantly explore new networks where your audiences may be spending time. • If you’re not already, start using these niche networks yourself (yes, I’m talking about lip-syncing on Tik Tok!)
  54. 54. ACHACH Trend #6: 2019 May (Finally) Be The Year of the Social CEO
  55. 55. ACHACH Survey says: • A BRANDFog survey found that 78% of people prefer to work for a company whose leadership is active on social media. • The 2018 Edelman Trust Barometer found that business is more trusted than government and 64% of people believe CEOs should take the lead on change rather than waiting for government to impose it.
  56. 56. ACHACH Survey also says: • Further, 56% have no respect for CEOs who remain silent on important issues. • According to TheSocialCEO.org, only 20% of CEOs have a social network account today.
  57. 57. ACHACH THE case study
  58. 58. ACHACH These companies also have CEOs active on social media
  59. 59. ACHACH It’s not just CEOs, either.
  60. 60. ACHACH What are the benefits for execs & companies?
  61. 61. ACHACH Better-than-expected employee and customer communications channel
  62. 62. ACHACH Table stakes in the new recruitment marketing world
  63. 63. ACHACH Opportunity to humanize executives and leaders
  64. 64. ACHACH For now: • Start with the basics—make sure executive LinkedIn profiles are updated. • Don’t boil the executive ocean—start with one person and build out from there. • Make sure your plan is airtight and buttoned up before approaching execs—you can’t afford to position this as an “experiment”
  65. 65. ACHACH Trend #7: Less “let’s go viral” and more “let’s build community”
  66. 66. ACHACH How did we get here? • Chances of “going viral” in 2019: < 1% • Platforms would prefer you pay for your reach
  67. 67. ACHACH Meanwhile… • Brand engagement rates: < 1% • Facebook, Instagram pages no longer ”communities” – just ad tools to reach target audiences
  68. 68. ACHACH We will start to see more of this
  69. 69. ACHACH Facebook is prioritizing Groups
  70. 70. ACHACH We’ll also start to see more of this
  71. 71. ACHACH Community makes a comeback! • Customer service • Product innovation • Feedback loops • Alumni groups • New/incoming students
  72. 72. ACHACH Trend #8: Organic reach is dead (or, IS it?)
  73. 73. ACHACH OK, yep, it’s dead. • Facebook organic reach rates now right around 1% • Facebook engagement rates down by as much as 50% in 2018
  74. 74. ACHACH Wait, maybe it’s not…
  75. 75. ACHACH Less is more. WAY more.
  76. 76. ACHACH LinkedIn—not Facebook or IGTV— is the place for video LinkedIn videos shared 20X than other content
  77. 77. ACHACH Instagram (and Facebook) Stories
  78. 78. ACHACH Curate user-generated content across social platforms
  79. 79. ACHACH For now: • Are you posting too much? 8-12 times a month is more than enough for most organizations. • Could you identify your employee content producers and curate content for social platforms? • Native video on LinkedIn—have you experimented yet? • Could you supplement coverage of live events more with Instagram Stories?
  80. 80. ACHACH 8 Social Media Trends • #1: Instagram will take over as brands’ social home base • #2: Instagram will become all about stories • #3: Engagement, as a metric, begins to fade • #4: Shift from one-to-many to one-to-one starts to accelerate • #5: More focus on overlooked & niche social media sites • #6: 2019 may (finally) be the year of the Social CEO • #7: Less “let’s go viral” and more “let’s build community” • #8: Organic reach is dead (or IS it?)
  81. 81. ACHACH arik@arikhanson.com Blog: arikhanson.com Podcast: TheTalkingPointsPodcast.com E-news: http://www.arikhanson.com/subscribe/

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