Social Media Is Evolving: Here’s What You
Need To Know To Get Ready For 2016
Every business wants increased exposure – and
what’s better than social media to make that happen? But before you jump in
head-first, there’s one thing every marketer must always remember: Technology
changes fast, especially social media. Does anyone remember MySpace and
Friendster?
According to Pew Research Center, use of social media
is on the rise. In the United States alone, a ten-fold jump (from 7% to 65%)
among adults has occurred over the last ten years. Plus, Business Insider
recently revealed that even less-developed tech markets are experiencing rapid
growth in social media use – thanks to the exponential adoption of smartphones.
While this may sound like good news,
increased social adoption, the proliferation of social channels, and
“mobile-first” engagement behaviors are creating a complicated landscape for
marketers. As new social technologies emerge and others shut down, it’s easy to
get mixed up in the hype and misjudge the true value of these channels.
Does your social media strategy reach the
right audience? Or are you tweeting, sharing, and posting to deaf ears?
3 insights that can positively change your 2016
social marketing game plan
For most businesses, it’s not uncommon to
have a social strategy based on tweets, shares, and posts alone. However, this
approach may be soon outdated as social channels no longer claim a stronghold
over all demographics – even Facebook. This evolution in the social landscape
will require marketers to gain a better understanding of their customers’
social interactions.
To help you plan your 2016 social marketing
strategy, here are some insights from Business Insider’s report “The Social Media Demographics Report 2015.”
1. Social users are leaning towards visual
content.
YouTube. Snapchat. Instagram. Pinterest. If
the growth of these platforms proves anything, it’s that people love visual
content. This finding is especially true for women, African-Americans,
millennials, and Gen Z.
In the past year, Instagram, Snapchat, and
Pinterest have experienced a rise in users between the ages of 12 and 24. More
than half of this demographic cites Instagram (59%) and Snapchat (57%) as the
most popular. At the same time, YouTube continues to be a favorite medium among
31% of users aged 16 to 24, which is a higher proportion of users seen on
Pinterest, Twitter, LinkedIn, or Facebook.
Plus, it appears that Instagram is picking up
African-American who are leaving Facebook – as shown by the 40% who are on
Instagram. And women who are diversifying their social networking are also
jumping aboard this trend with Snapchat, where 70% of its users are
female.
Your social opportunity: If you have been playing with the idea of video
and image-driven campaigns, this may be the time to try them out. Just be
mindful of whom you are targeting. Although these platforms tend to entertain
younger, female, and African-American users, men may be a user base that is
largely untapped. Even the NFL and Red Bull have a follower base of more than
75% male on Instagram. Take a look at who is following whom and find a way to
make your brand appear relevant to those popular accounts.
2. The tried-and-true of social networking is
skewing older and more female.
It seems like everyone is on Facebook;
however, this may soon change. Although 10% more people aged 50 and older are
adopting Facebook since last year, the social behemoth is starting to show
signs of waning use among teenagers and millennials. In fact, only 38% of
Facebook’s adult user base in the United States is aged 18 to 34, which is the
lowest rate seen by any other major social networking site. However, Facebook
is not alone: even the user base on Twitter, LinkedIn, and Pinterest are
trending older as well.
More notable is the widening gap between
female and male participation. In September 2014, 77% of adult Facebook users
were women, but only 66% were men. And it appears that this gap is widening
when you consider that the gap was only 10 percentage points in 2013, versus
the 11% gap seen in 2014. Even Snapchat, Instagram, and Pinterest are
experiencing similar changes in their user base.
Your social opportunity: Keep an eye on the changing demographics of your
current social outlets. Do not forget seniors and women when posting content.
If you constantly skew younger and male in your Facebook and Twitter posts, you
may be missing out on two important demographics – especially women who account
for the majority of household spending decisions.
3. Messaging apps are gaining popularity, but
the demographic may not be what you expect
Global adoption of mobile messaging apps has
grown 103% in 2014, as stated by Flurry, a mobile analytics firm. Yet,
Americans are not adopting this technology as widely as consumers in other
countries.
Like most new technology, these apps are
catering to a younger base. When compared to other age demographics worldwide,
teens (ages 12 – 24) are more likely to use Snapchat, Kik, Hike messenger,
LINE, and Telegram.
Your social opportunity: Adopting new technology in your marketing plans may
seem like fun and cutting-edge. However, it will not work if your demographic
is not a teenager in Asia. The key is not to get lost in the hype and what’s
cool at the moment and to be realistic at where your real opportunities for
engagement are.
Pesquisa, Divulgação: Miguel Moyses Neto Se gostou
desta matéria , divulgue para seus amigos.
Visite nosso linkedin http://br.linkedin.com/pub/miguel-moyses-neto/28/971/9aa---Twitter: @mikenetIT onde VC poderá ver as principais
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