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Significant social media trends for 2018
- 1. SIGNIFICANT SOCIAL MEDIA TRENDS FOR 2018 Presented by Kirtika Biyani For Wockhardt Ltd.
- 2. 1. THERE ARE NOW ALMOST 2.5 BILLION SOCIAL MEDIA USERS 2.46B 3.02B Number of social media users (in billions) Source: eMarketer, taken from Statista (2017) The world population is estimated to be 7.6 billion 1/3 of the world population is now on social media
- 3. 1. THERE ARE NOW ALMOST 2.5 BILLION SOCIAL MEDIA USERS 2.07B MAUs 330M MAUs 800M MAUs 500M members 179M DAUs 200M MAUs Source: Facebook, taken from Statista (2017) Twitter, taken from Statista (2017) TechCrunch, Instagram, taken from Statista (2017) LinkedIn, taken from Statista (2017) and LinkedIn (2017) Snap Inc., taken from Statista (2017) Pinterest, TechCrunch, taken from Statista (2017) Exponential growth Stagnating Exponential growth Steady growth MAU is likely lower Growth slowing down in recent years Steady growth
- 4. PHARMA NOTES Instagram is no longer the new kid in town Instagram was still the smallest of the four platforms with 77,000 total pharma followers, but it does point to the importance of visually engaging content
- 5. 2. SOCIAL MEDIA IS GOING MOBILE ʁ One of the top reasons they look away from the TV is to use their smartphone Source: Facebook (2017) Mobile-first app
- 6. 3. SOCIAL MESSAGING WILL GREATLY BENEFIT BUSINESSES 56% would rather message than call a business for customer service 61% likes receiving personalized messages from businesses
- 7. 4. CHATBOTS ARE BECOMING THE NORM Source: Business Insider (2016), Business Insider (2017), The Next Web (2017) ʀ Oracle survey: 80% of senior marketing & sales executives worldwide are already using chatbots for their business or plans to use them by 2020
- 9. 5. BUSINESSES CAN NO LONGER AFFORD TO IGNORE SOCIAL CUSTOMER SERVICE ʁ 1,000-people Sprout Social survey: 46% have “called out” or complained about a business on social media ʁ Ability to re-share a social media posts enables complaints to be amplified and “go viral” ʁ Social media is now the top choice for customer service Source: Sprout Social (2017), Sprout Social (2016)
- 10. 6. ORGANIC REACH IS PLUMMETING ʁ Likely even low as Facebook algorithm prioritizes posts from family and friends over Pages ʁ Instagram, Twitter → Timeline algorithm
- 11. PHARMA NOTES Source: Ogilvy Healthworld Social check up report (2018) Novo Nordisk - targeted focus on diabetes means most of the content the company posts is more likely relevant to its followers. Novo Nordisk also has a smart paid targeting strategy working to amplify its content. The space is now pay to play
- 12. 8. VIDEO IS STILL THE MOST POPULAR CONTENT TYPEAverage engagement by Facebook post type Source: Buzzsumo (2017) New video features everywhere Storie s Live videos
- 13. 9. USER-GENERATED CONTENT CAN HELP DRIVE REACH & ENGAGEMENT 7x higher engagement than brand-generated Facebook posts 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 Source: Starbucks (2017), Marvck (2016), Olapia (2016)
- 14. PHARMA NOTES Learnings from 2017’s content trends Highlighting the human side of the business was the most regular theme across 2017’s high-performing posts, such as spotlighting employees and internal initiatives. Example – ‘Team Novo Nordisk’ all diabetes pro cycling team Awareness day content drove high engagement and became part of the wider online conversation, often beyond pharma. Examples – Earth Day, World Aids Day, Movember, World Cancer Day Celebrity involvement in event coverage encouraged social spike in engagement. Examples – Novo Nordisk and Pakistani cricketer Wasim Akram for #ChangingDiabetes, J&J and Oprah supporting the HIV vaccine announcement
- 15. What other social media trends have you spotted?