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RESEARCH, ANALYSIS & TRENDS
Socialbakers 2019 Social Media Trends Report
provides guidance on how to maximize reach,
engagement and business impact
Recently, the AI-powered social media marketing video promotion soared in 2018 and converged with
platform Socialbakers released its 2019 Social Media photos in September, indicating that the popularity
Trends Report for industry professionals and brands who of this type of medium is on the rise.
want to work smarter in social media. The
comprehensive report offers detailed information about • advertising investments.
the state of social media engagement and advertising,
as well as emerging themes for the year ahead, besides • Facebook usage on mobile is overwhelmingly
diving into demographics and brand trends, advertising dominant, as mobile users consume more ads than
effectiveness, engagement best practices, and emerging desktop users.
trends involving influencer marketing, as well as privacy Engagement trend: Facebook vs. Instagram
and security issues.
While the report examined multiple social media
In developing the comprehensive report, Socialbakers platforms, it found that marketers looking to drive value
leveraged its social media data set, culled from more for their businesses via digital marketing can find more
than 10 billion pieces of social media content generated value in terms of scale and audience engagement from
by more than 17 million profiles. In addition, Facebook and its family of applications than they can
Socialbakers has visibility into $3 billion of ad spend on from competing platforms. With 2.6 billion monthly
social, that allows the company to set industry active users, Facebook’s family of applications is still
benchmarks and identify the following key findings: where most consumer-to-brand engagement happens
online.
• When comparing ad spend distribution by social
media platform from 2017 to 2018 between the two However, in terms of engagement per user, Instagram
main Facebook owned services, Instagram ads reigns supreme. Socialbakers’ data found that while
increased in 2018, while the percentage of overall ad Instagram has a smaller total audience compared to
spend on Facebook decreased. Overall brands are Facebook, Instagram users are far more engaged than
shifting their investments between the services. Facebook users. Hence, Instagram is becoming
increasingly powerful as a platform for capturing quality
• Photos are the most heavily promoted type of engagement within small, targeted communities.
content compared to any other format. However,
14 January 2019 - Digital Business Trends Predictions