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1. Most Important Social Media Trends
to Remember in 2019
Social Media Statistics by Socialbakers

2. Introduction
“For marketers looking to drive value for their business
via digital marketing no other platform comes close
to Facebook and its family of applications, in terms
of scale and audience engagement. With 2.27 billion
monthly active users, social media performance data
shows that it’s still the place where most consumer
engagement with brands is happening online.
Brands looking to leverage platforms like Facebook
and Instagram need to make sure they are making
data-driven decisions about where to invest their
advertising budgets in order to maximize reach,
engagement and business impact.”
Yuval Ben-Itzhak, CEO, Socialbakers
About Socialbakers
Socialbakers is a trusted social media marketing partner to thousands
of enterprise brands, leveraging the largest social media data-set in the
industry. Socialbakers help brands engage their audiences on social
media through content personalization and grow their customer base using
actionable AI-powered audience insights.

3. Instagram vs. Facebook
Platform Audience, Activity, Engagement
Engagement Distribution by Industries
Instagram vs. Facebook Advertising
Share of Instagram vs. Facebook Ads
Facebook Advertising Desktop vs. Mobile
Promoted Post Promotion on Facebook
Ad Placements On Instagram
Facebook Engagement
Organic vs. Paid Reach on Facebook
Number of Interactions on Facebook Posts
Instagram Engagement
Instagram Stories vs. Posts
The Rise of Influencer Marketing
The Influencer Industry and Minimizing Fraud
Spotting Fake Influencers by Follower Growth
Privacy and Security
Table of Contents
4–6
5
6
7–12
8
9
11
12
13–15
14
15
16–17
17
18–20
19
20
21

4. Instagram
vs. Facebook
4Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

5. Instagram has a smaller audience size compared to Facebook.
However, despite this disparity, Instagram users are far more
engaged than on Facebook. This demonstrates that Instagram
is the go-to for capturing quality engagement within smaller
communities, and will likely be the trend in 2019.
Platform Audience,
Activity, Engagement
“Instagram is becoming the #1 social media platform when it comes
to engagement for brands. When we look at engagement on an absolute
level, Instagram has a lot more engagement for brands than Facebook,
despite having a significantly smaller audience size. As a result, we see
businesses leveraging Instagram for advertising more than ever before.”
Yuval Ben-Itzhak, CEO, Socialbakers
Audience
Size
Activity
Volume
User
Engagement
5Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersChart Time Range: Q3 2018; Sample: Top 5,000 Largest Brand Pages and Profiles across FB and IG; Data: Socialbakers

6. When it comes to the most engaged users by industry across
Instagram and Facebook, there is a clear distinction between what
content users value more on each platform. For Instagram,
Fashion and Beauty dominate, whereas E-commerce sparks the most
interactions on Facebook.
Engagement Distribution
by Industries
Ecom
m
erce
Retail
Fashion
Electronics
Services
FMCG
Food
Beauty
Auto
Others
Fashion
Beauty
Ecommerce
Auto
Retail
Sporting
goods
Services
Electronics
Others
Total User Engagement by Industry
6Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersChart Time Range: Jan 1, 2018 - October 28, 2018; Sample: 79,326 Brand Pages on FB, and 44,105 Brand Pages on Instagram; Data: Socialbakers

7. Instagram
vs. Facebook
Advertising
7Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

8. Share of Instagram
vs. Facebook Ads
When comparing ad spend distribution by platform
from 2017 to 2018, we found that Instagram ads
increased in 2018, whereas ad spend on Facebook
decreased. There was another important shift in
advertising formats, from the News Feed to Stories.
0% 10% 20% 30% 40% 50% 60% 70% 80%
% of Spend
Facebook
Feed
Instagram
Feed
Instagram
Stories
2017 2018
Ad Spend by Platform and Distribution
Means of Relative Account Distribution
8Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersChart Time Range: Sept 29, 2017 - October 28, 2017 vs. Sept 29, 2018 - October 28, 2018; Sample: 1,500 advertising accounts; Data: Socialbakers

9. Facebook usage on mobile is overwhelmingly dominant,
as mobile users consume more ads over desktop.
Desktop: 5%
Mobile: 95%
0.00
0.05
0.10
0.15
0.20
0.25
0.30
CPC(inUSD)
Desktop Mobile
CPC (in USD)
Cost-Per-Click was more expensive on desktop compared to mobile,
though, advertising on mobile received more impressions over desktop.
Cost Per Click by Device
Median Ad Account CPC Values
Share of Average Advertising Impressions by Device
Means of Relative Account Distribution
Facebook Advertising Desktop vs. Mobile
9Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by SocialbakersTime Range for Both Charts: Sept 29, 2018 - October 28, 2018; Sample: 2,244 Facebook Ad Accounts; Data: Socialbakers

10. Why is mobile such an important trend?
“According to Kleiner Perkins, an average user spends over three hours
per day consuming digital media on mobile - a growth of nearly
4x over just the past five years. Mobile ads present a huge opportunity
for marketers, they just need to start thinking about using mobile-friendly
content formats. The key with mobile content is to focus on understanding
the nature of mobile, then use those learnings to test and refine your
content until you find what works best for your brand and audience.”
Yuval Ben-Itzhak, CEO, Socialbakers
10Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

11. Promoted Post Trend
on Facebook
Photos are the most heavily promoted compared to any other
content format. However, video promotion soared in 2018 and converged
with photos in September.
Jan 2017 Mar 2017 May 2017 Jul 2017 Sep 2017 Nov 2017 Jan 2018 Mar 2018 May 2018 Jul 2018 Sep 2018
0%
10%
20%
30%
40%
50%
60%
%ofPublishedContent
Photos Videos Links Statuses
Distribution of Promoted Posts on Facebook
Top 1,000 Largest Brands on Facebook
Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers 11Chart Time Range: January 2017 - October 2018; Sample: Top 1,000 Largest Brands on Facebook; Data: Socialbakers

12. Ad Placements
On Instagram
In 2018, we’ve seen Instagram ad campaigns rise and reach their highest adoption rates thus far,
in June. Though it’s tapered off, as Instagram audiences grow, so will marketers’ ad campaigns.
Median Share of Instagram Campaign Placements
Feb
2017
Apr
2017
Jun
2017
Aug
2017
Oct
2017
Dec
2017
Feb
2018
Apr
2018
Jun
2018
0%
10%
20%
30%
40%
50%
ShareofCampaigns
(%ofTotal)
Share of Campaigns Targeting Instagram
Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers 12Chart Time Range: January 1, 2017 - July 31, 2018; Sample: 9,433 Facebook Ad Accounts (a campaign can have multiple placements); Data: Socialbakers

13. Facebook
Engagement
13Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

14. Organic vs. Paid Reach
on Facebook
Data highlights the importance of having a well-balanced organic
and paid promotion post strategy.
“Today, it’s crucial that marketers are making data-driven decisions with their
advertising budgets. Not knowing how your content will perform and investing
in posts indiscriminately, could mean you might be wasting half of your
advertising budget - but which half? Content grading can help ensure that the
quality content you do promote is achieving optimal engagement, improving
cost efficiency, and maximizing your budget.”
Yuval Ben-Itzhak, CEO, Socialbakers
Median Weekly Paid Page Post Reach
Facebook Brand Pages
Jan, 2018 Apr, 2018 Jul, 2018 Oct, 2018
0
0.5M
1.0M
1.5M
2.0M
WeeklyMedians
Median Weekly Organic Page Post Reach
Facebook Brand Pages
Jan, 2018 Apr, 2018 Jul, 2018 Oct, 2018
0
20k
40k
60k
80k
WeeklyMedians
14Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers
Chart 1 Time Range: January 01– October 21, 2018; Sample: 2,397 Facebook Brand Pages Data: Socialbakers
Chart 2 Time Range: January 01– October 21, 2018;; Sample: 2,397 Facebook Brand Pages; Data: Socialbakers

15. Number of Direct Interactions
on a Facebook Page Post
The median of interactions on the top 500 global brand and media Facebook
Page posts has started to decline over 2018. That is a decrease in 50% of
engagement from what pages experienced in January. However, this is in line
with Facebook’s expectations when they changed their algorithm to prioritize
content from friends and family over media and brands.
Interactions on the Top 500 Global Brand & Media Facebook Page Posts
Weekly Median of Interactions
Jan 2018 Feb 2018 Mar 2018 Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018 Sep 2018 Oct 2018
0
200
400
600
800
1,000
MedianPostInteractions
Brands Media
Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers 15Chart Time Range: January 1 - October 21, 2018; Sample: Top 500 Facebook Pages by Audience Size within each Category; Data: Socialbakers

16. Instagram
Engagement
16Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

17. % Stories: 18%
% Posts: 82%
Instagram
Stories vs. Posts
In 2018, Instagram Posts are still reaching and garnering more
impressions per Fans over Instagram Stories - roughly 15% and
25% more, respectively. That uplift in reach and impressions are
free visibility. However, as Stories adoption increases amongst
users, these metrics will continue to rise.
Impressions/Fans Reach/Fans
0%
10%
20%
30%
40%
50%
Stories Posts
Stories vs. Posts on Instagram
Average Reach and Impressions per Fans
Stories vs. Posts on Instagram
Average Reach and Impressions by Format
The volume of brands posting Instagram Stories has increased 4x over the
course of 2018. In the battle for organic reach and engagement, adopting
new content formats like Stories has worked well for brands as they are
consumed actively, while feed content is consumed passively.”
Yuval Ben-Itzhak, CEO, Socialbakers
17Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers
Chart 1 Time Range: March 1 - October 24, 2018; Sample: Top 10% Instagram Business Profiles of Brands (by volume of stories) that published both formats (331 profiles); Data: Socialbakers
Chart 2 Time Range: March 1 - October 24, 2018; Sample: 3,310 Instagram Business Profiles of Brands that published both formats; Data: Socialbakers

18. The Rise of
Influencer Marketing
18Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

19. The Influencer Industry
and Minimizing Fraud
According to Statista, influencer marketing is projected to be a $2.38 billion market by 2019. With so
much money on the table, is unsurprising that fraud exists in the influencer marketing space. The first
challenge the industry faces is pinning down real vs fake accounts; right now, a bulletproof strategy
doesn’t exist. However, we’ve been able to spot 3 types of fraudulent activity when it comes to influencer
marketing - fake followers, engagement and interests.
19Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

20. Spotting Fake
Influencers
These mock charts were designed to demonstrate unusual and normal
activity to help you spot the difference between a real and fake influencer.
Here we can see that the top chart has a suspicious increase in follower
growth, and normal interactions. If posting rates are the same, then this
is unusual activity. Compare with the chart below which shows a positive
correlation between the number of interactions and follower growth.
Follower Growth vs. Interactions
Unusual Growth and Decline
Follower Growth vs. Interactions
Usual Growth and Decline
Follower Growth Number of Interactions
Follower Growth Number of Interactions
“Our research has shown that brands can minimize the risk of working with influencers
with fake followers by looking at two key data points - the influencer’s performance over
a longer time period, like 6 months, and their engagement level per 1K fans.
The former metric allows marketers to easily spot spikes of followers and performance
that can highlight fake activity and the latter metric gives a clear insight into whether the
influencer’s followers are actually engaging with the topics that resonate with the brand’s
audience. In addition, benchmarking the performance of a few influencers over time can
also greatly help to identify anomalies that are a result of fraud.”
Yuval Ben-Itzhak, CEO, Socialbakers
20Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

21. “2018 was a wake up call for the social media platforms, for users and for marketers alike when it comes
to privacy and security. Not only did brands acting in Europe have to conform to GDPR, but we also have
seen Facebook, Twitter, and Google ramping up their efforts to increase transparency and clean up their
platforms. From the roll-out of Instagram verification badges to the launch of a new View Ads tool, which
provides a public list of all ads currently running on Facebook, Instagram and Messenger, right through
to Twitter deleting a huge volume of fake accounts, the platforms have been doubling down their efforts.
These steps have all been very important when it comes to ensuring that users are having an authentic
experience on the platforms. Users want to know that the content they see comes from credible,
trustworthy sources and marketers want to know that they are investing their ad budgets in platforms that
are free of digital pollution. 2018 for the social media platforms has been like 2002 was for Microsoft when
they launched the now infamous Trustworthy Computing initiative, after it came under fire given repeated
security issues with Windows. Security and privacy will undoubtedly be ongoing themes for the social
media platforms moving forward.”
Yuval Ben-Itzhak, CEO, Socialbakers
Privacy and Security
21Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers

22. Socialbakers is the trusted social media management partner to thousands of enterprise brands and SMBs.
Leveraging the largest social media data-set in the industry, Socialbakers’ social media marketing platform helps
brands large and small ensure their investment in social media is delivering measurable business outcomes.
With over 2,500 clients across 100 countries, Socialbakers is the leading social media management platform.
Socialbakers has been a Facebook Marketing Partner since 2011, a Pinterest Marketing Partner since 2017 and
a LinkedIn Marketing Partner since 2017. Socialbakers was named in the 2018 Inc. 5000 list of the fastest-growing
private companies in Europe.
www.socialbakers.com