8 Social Media Trends to Watch in 2019

Arik Hanson
Arik HansonBoard Member at Arik Hanson
ACH
8 Social MediaTrends
to Watch in 2019
Arik C. Hanson
ACH Communications
Jan. 25, 2019
ACHACH
ABOUT ARIK
• 20+ years experience;
solo since 2009;
@arikhanson
• Blogger, podcaster,
e-newsletter maker, board
member, event organizer
ACHACH
Everyone’s talking trends!
ACHACH
Most will talk about:
• You guys, VIDEO!!!!!!
• The “rise” of AI
• Hello micro-influencers!
• Chatbots
ACHACH
And, of course, now everyone’s asking
“what’s your egg strategy?”
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
ACHACH
Trend #1: Instagram will take over
Facebook as the new social home base
for brands
ACHACH
The New York Times is even
predicting it!
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
ACHACH
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.
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!).
ACHACH
Facebook: 87 engagements per post
Instagram: 11,974 engagements per post
ACHACH
Facebook: 215 engagement per post
Instagram: 1,408 engagements per post
ACHACH
Facebook: 980 engagements per post
Instagram: 9,148 engagements per post
ACHACH
That’s 10 TIMES the engagement on
Instagram from Facebook!
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.
• Consider shifting more time/energy to Instagram—
but remember who’s spending time there.
ACHACH
Trend #1a: Instagram will increasingly
become all about Stories
ACHACH
It’s already happening—with success
ACHACH
Consider the numbers:
• By last count, Instagram Stories now has 400 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.
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.
ACHACH
Opportunity for 2019…
ACHACH
The challenges for brands:
• Staffing and resource challenges.
• Brand governance processes don’t allow for fast
posting.
• “Engagement” looks different on Stories.
ACHACH
You know who’s doing this REALLY well?
ACHACH
For now:
• Experiment, learn, experiment some more.
• Track results: Impressions, click forwards, click
backs
• Consider involving others (i.e., takeovers with
influencers, employees)
ACHACH
Trend #2: Engagement, as a key metric,
will begin to fade.
ACHACH
Why?
• #1: Brands increasingly aren’t even interested.
ACHACH
Case in point:
ACHACH
This is what brand
“engagement”
looks like in 2019
ACHACH
This doesn’t seem to line up…
ACHACH
Why?
• #2: Engagement rates on the biggest social platform
are plummeting.
ACHACH
Facebook engagement has declined
50% in last 18 months
ACHACH
Case in point:
272 engagements
10,233,733 followers
.0000265 engagement
rate
ACHACH
Case in point:
18 engagements
15,561,798 followers
.0000011 engagement
rate
ACHACH
Why?
• #3: Engagements are starting to become fluffy.
ACHACH
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.
ACHACH
Trend #3: Private social networking will
start to impact 2019 plans
ACHACH
The stats tell the story: Messenger
use WAY up
ACHACH
WhatsApp users have doubled in just
two years
ACHACH
And, messaging growth will continue
ACHACH
At the same time, again, this:
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
• Private and secret groups seemed to gain
momentum on Facebook in 2018.
ACHACH
Plenty of opportunity.
ACHACH
Is one-to-one the future of social?
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?
ACHACH
Trend #4: More focus on overlooked and
niche social media sites
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
ACHACH
Reddit is a different animal
ACHACH
ACHACH
And, of course…
• 200,000 active
neighborhoods
• More than 17M
recommendations
• 90% of U.S.
neighborhoods are active
on Nextdoor
ACHACH
City of Minneapolis actively (sort of)
engaging residents
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!)
ACHACH
Trend #5: 2019 May (Finally) Be The Year
of the Social CEO
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.
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.
ACHACH
THE case study
ACHACH
These companies also have CEOs
active on social media
ACHACH
It’s not just CEOs, either.
ACHACH
What are the benefits for execs
& companies?
ACHACH
Better-than-expected employee
communications channel
ACHACH
Table stakes in the new recruitment
marketing world
ACHACH
Opportunity to humanize stiff
corporate marketing messages
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”
ACHACH
Trend #6: Employees will drive more social
engagements than brand channels
ACHACH
In fact, it’s already happening…
79 engagements
4,497 engagements
ACHACH
Call it an (educated) hunch
• Brand messages are re-shared 24 times more
frequently when distributed by employees’ vs the
brand (MSLGroup)
• Content shared by employees receives 8X more
engagement than content shared by brand
channels (Social Media Today)
• CEOs, board of directors and government officials
saw biggest jumps in trust levels (2018 Edelman
Trust Barometer)
• Engagement levels nosediving—as much as 50%
drop in some cases
ACHACH
205 engagements
1.2 million
engagements
ACHACH
Averaged: 53 engagements (last 10 tweets)
ACHACH
Averaged: 22
engagements (last 10
tweets)
ACHACH
Averaged: 15
engagements
(last 10 tweets)
ACHACH
Most logical platforms:
• Twitter
• Instagram
• LinkedIn
ACHACH
Consider:
• Do your research: Do you have a Cameron Potts in
your organization? Work with these people to make
sure they have social content opportunities for your
brand.
• Take it to the next level: What about a more formal
employee advocacy program? Start by
experimenting with a small group of employees.
ACHACH
Trend #7: Influencer marketing grows up
ACHACH
Current state
ACHACH
The pushback has already started…
ACHACH
Influencer marketing NEEDS to grow up
77% aren’t happy
ACHACH
Growing up in three stages
ACHACH
#1: From Insta/YouTube to a more
holistic approach
• Existing primary channels: Instagram, YouTube
• Future state: Brands will consider using influencers
more holistically:
o As speakers on webinars and at trade shows
o As guest authors on your corporate blog
o As featured speakers at employee events
o As an author making posts on LinkedIn (think B2B)
o As a spokesperson with media and in TV spots
ACHACH
#2: From celebrity and macro-influencers
to more credible influencers
• Existing focus: Celebrities, macro-influencers
• Future state: Brands will start using more credible
influencers across the board:
o People who comment regularly on your Facebook
or Instagram posts
o Employees who see above-average engagement
on their Facebook, Instagram and LinkedIn posts
o People in specific geographic areas with smaller to
mid-level follower counts, but with big engagement
numbers (think: Erin Good).
ACHACH
#3: From episodic use to a long-term
approach
• Current state: Campaign focus, short duration
• Future state: Brands will more broadly engage
influencers in long-term contracts and work as key
partners (and employ tiered approaches):
o Annual contracts will become the norm.
o Influencers will become more like brand advocates
vs. assets to be used and quickly discarded.
o Influencers will start to take on different roles—
spokesperson, speaker at employee meetings,
interviewee for media placements.
ACHACH
But, we still have MAJOR issues
#fakesponcon
ACHACH
For now:
• Are you doing all you can to leverage your
influencer partnerships beyond just social?
• Are you looking at all types of influencers? As trust
wanes, working with those outside the “celebrity
influencer” bucket may make the MOST sense.
• Are you thinking about influencers as key partners—
or merely tactics—in your 2019 plans?
ACHACH
Trend #8: Organic reach is dead (or, IS it?)
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
ACHACH
Wait, maybe it’s not…
ACHACH
Less is more. WAY more.
ACHACH
LinkedIn—not Facebook or IGTV—
is the place for video
LinkedIn videos shared
20X than other content
ACHACH
Instagram (and Facebook) Stories
ACHACH
Curate user-generated content across
social platforms
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?
ACHACH
8 (and a half) Social Media Trends
• #1: Instagram will take over as brands’ social home base
• #1.5: Instagram will become all about stories
• #2: Engagement, as a metric, begins to fade
• #3: Private social media will start to impact 2019 plans
• #4: More focus on overlooked & niche social media sites
• #5: 2019 may (finally) be the year of the Social CEO
• #6: Employees will drive more engagement than brand
channels
• #7: Influencer marketing grows up
• #8: Organic reach is dead (or IS it?)
ACHACH
arik@arikhanson.com
Blog: arikhanson.com
Podcast: TheTalkingPointsPodcast.com
E-news: http://www.arikhanson.com/subscribe/
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8 Social Media Trends to Watch in 2019

  • 1. ACH 8 Social MediaTrends to Watch in 2019 Arik C. Hanson ACH Communications Jan. 25, 2019
  • 2. ACHACH ABOUT ARIK • 20+ years experience; solo since 2009; @arikhanson • Blogger, podcaster, e-newsletter maker, board member, event organizer
  • 4. ACHACH Most will talk about: • You guys, VIDEO!!!!!! • The “rise” of AI • Hello micro-influencers! • Chatbots
  • 5. ACHACH And, of course, now everyone’s asking “what’s your egg strategy?”
  • 6. 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
  • 7. ACHACH Trend #1: Instagram will take over Facebook as the new social home base for brands
  • 8. ACHACH The New York Times is even predicting it!
  • 9. 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
  • 11. 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.
  • 12. 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!).
  • 13. ACHACH Facebook: 87 engagements per post Instagram: 11,974 engagements per post
  • 14. ACHACH Facebook: 215 engagement per post Instagram: 1,408 engagements per post
  • 15. ACHACH Facebook: 980 engagements per post Instagram: 9,148 engagements per post
  • 16. ACHACH That’s 10 TIMES the engagement on Instagram from Facebook!
  • 17. 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. • Consider shifting more time/energy to Instagram— but remember who’s spending time there.
  • 18. ACHACH Trend #1a: Instagram will increasingly become all about Stories
  • 20. ACHACH Consider the numbers: • By last count, Instagram Stories now has 400 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.
  • 21. 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.
  • 23. ACHACH The challenges for brands: • Staffing and resource challenges. • Brand governance processes don’t allow for fast posting. • “Engagement” looks different on Stories.
  • 24. ACHACH You know who’s doing this REALLY well?
  • 25. ACHACH For now: • Experiment, learn, experiment some more. • Track results: Impressions, click forwards, click backs • Consider involving others (i.e., takeovers with influencers, employees)
  • 26. ACHACH Trend #2: Engagement, as a key metric, will begin to fade.
  • 27. ACHACH Why? • #1: Brands increasingly aren’t even interested.
  • 29. ACHACH This is what brand “engagement” looks like in 2019
  • 30. ACHACH This doesn’t seem to line up…
  • 31. ACHACH Why? • #2: Engagement rates on the biggest social platform are plummeting.
  • 32. ACHACH Facebook engagement has declined 50% in last 18 months
  • 33. ACHACH Case in point: 272 engagements 10,233,733 followers .0000265 engagement rate
  • 34. ACHACH Case in point: 18 engagements 15,561,798 followers .0000011 engagement rate
  • 35. ACHACH Why? • #3: Engagements are starting to become fluffy.
  • 37. 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.
  • 38. ACHACH Trend #3: Private social networking will start to impact 2019 plans
  • 39. ACHACH The stats tell the story: Messenger use WAY up
  • 40. ACHACH WhatsApp users have doubled in just two years
  • 42. ACHACH At the same time, again, this:
  • 43. 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 • Private and secret groups seemed to gain momentum on Facebook in 2018.
  • 45. ACHACH Is one-to-one the future of social?
  • 46. 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?
  • 47. ACHACH Trend #4: More focus on overlooked and niche social media sites
  • 48. 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
  • 49. ACHACH Reddit is a different animal
  • 51. ACHACH And, of course… • 200,000 active neighborhoods • More than 17M recommendations • 90% of U.S. neighborhoods are active on Nextdoor
  • 52. ACHACH City of Minneapolis actively (sort of) engaging residents
  • 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. ACHACH Trend #5: 2019 May (Finally) Be The Year of the Social CEO
  • 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. 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.
  • 58. ACHACH These companies also have CEOs active on social media
  • 59. ACHACH It’s not just CEOs, either.
  • 60. ACHACH What are the benefits for execs & companies?
  • 62. ACHACH Table stakes in the new recruitment marketing world
  • 63. ACHACH Opportunity to humanize stiff corporate marketing messages
  • 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. ACHACH Trend #6: Employees will drive more social engagements than brand channels
  • 66. ACHACH In fact, it’s already happening… 79 engagements 4,497 engagements
  • 67. ACHACH Call it an (educated) hunch • Brand messages are re-shared 24 times more frequently when distributed by employees’ vs the brand (MSLGroup) • Content shared by employees receives 8X more engagement than content shared by brand channels (Social Media Today) • CEOs, board of directors and government officials saw biggest jumps in trust levels (2018 Edelman Trust Barometer) • Engagement levels nosediving—as much as 50% drop in some cases
  • 72. ACHACH Most logical platforms: • Twitter • Instagram • LinkedIn
  • 73. ACHACH Consider: • Do your research: Do you have a Cameron Potts in your organization? Work with these people to make sure they have social content opportunities for your brand. • Take it to the next level: What about a more formal employee advocacy program? Start by experimenting with a small group of employees.
  • 74. ACHACH Trend #7: Influencer marketing grows up
  • 76. ACHACH The pushback has already started…
  • 77. ACHACH Influencer marketing NEEDS to grow up 77% aren’t happy
  • 78. ACHACH Growing up in three stages
  • 79. ACHACH #1: From Insta/YouTube to a more holistic approach • Existing primary channels: Instagram, YouTube • Future state: Brands will consider using influencers more holistically: o As speakers on webinars and at trade shows o As guest authors on your corporate blog o As featured speakers at employee events o As an author making posts on LinkedIn (think B2B) o As a spokesperson with media and in TV spots
  • 80. ACHACH #2: From celebrity and macro-influencers to more credible influencers • Existing focus: Celebrities, macro-influencers • Future state: Brands will start using more credible influencers across the board: o People who comment regularly on your Facebook or Instagram posts o Employees who see above-average engagement on their Facebook, Instagram and LinkedIn posts o People in specific geographic areas with smaller to mid-level follower counts, but with big engagement numbers (think: Erin Good).
  • 81. ACHACH #3: From episodic use to a long-term approach • Current state: Campaign focus, short duration • Future state: Brands will more broadly engage influencers in long-term contracts and work as key partners (and employ tiered approaches): o Annual contracts will become the norm. o Influencers will become more like brand advocates vs. assets to be used and quickly discarded. o Influencers will start to take on different roles— spokesperson, speaker at employee meetings, interviewee for media placements.
  • 82. ACHACH But, we still have MAJOR issues #fakesponcon
  • 83. ACHACH For now: • Are you doing all you can to leverage your influencer partnerships beyond just social? • Are you looking at all types of influencers? As trust wanes, working with those outside the “celebrity influencer” bucket may make the MOST sense. • Are you thinking about influencers as key partners— or merely tactics—in your 2019 plans?
  • 84. ACHACH Trend #8: Organic reach is dead (or, IS it?)
  • 85. 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
  • 87. ACHACH Less is more. WAY more.
  • 88. ACHACH LinkedIn—not Facebook or IGTV— is the place for video LinkedIn videos shared 20X than other content
  • 90. ACHACH Curate user-generated content across social platforms
  • 91. 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?
  • 92. ACHACH 8 (and a half) Social Media Trends • #1: Instagram will take over as brands’ social home base • #1.5: Instagram will become all about stories • #2: Engagement, as a metric, begins to fade • #3: Private social media will start to impact 2019 plans • #4: More focus on overlooked & niche social media sites • #5: 2019 may (finally) be the year of the Social CEO • #6: Employees will drive more engagement than brand channels • #7: Influencer marketing grows up • #8: Organic reach is dead (or IS it?)