- September 11, 2019
- Posted by: Matt Burt
- Category: Marketing
Social media is one of the most important tools for building a brand. But it’s an ever-shifting landscape and the modern marketer needs to stay on top of the trends to ensure that their marketing time and money is being used in the most effective way.
If you struggle with knowing where, when and how to best use social media in 2019, you are not alone.
The following stats were derived from 2019:
- The average marketer spends 10% of their working week on social media (4-6 hours per week).
- Despite the amount of time marketers are spending on social media platforms, 53% of respondents to a survey by Social media examiner say they still need help when it comes to effectively using social media in areas such as brand awareness, advertising, and nurturing sales prospects.
This indicates that marketers are currently under-resourced and unable to cope with the demands of social media. It could also indicate that currently marketers are uninformed and shooting blindly when it comes to their social media activity.
Social media and your target audience
For any campaign or marketing activity, one of the keys to success is to know your target market and demographic, therefore knowing who is spending time on various social media platforms is vital.
Now more than ever, segmentations for demographics and purposes are forming across the various social media platforms.The following are some key statistics highlighting who is spending time where:
- 62% of males and 74% of females who are active online have a Facebook account.
- There is a large spread of age groups.
- We continue to see a rise in older Facebook users, with over 40% of people aged 65+ now having an account.
- Amongst teenagers aged 13-17, just 51% have a Facebook account.
- 94% of marketers are using Facebook for their advertising.
- This platform continues to be the big social mover, with 72% of teenagers aged 13-17 using it.
- As the user gets older, the percentage of them having an Instagram account reduces.
- Almost 40% of females have an Instagram account, as opposed to 30% of males (still much lower than Facebook).
- Percentage of marketers using this platform for advertising increased from 66% in 2018, to 73%.
Twitter and LinkedIn
- These two platforms have an even distribution of males and females with accounts.
- Twitter remains relevant to younger audiences, whereas LinkedIn is most popular amongst 30-49 year old’s.
- Percentage of marketers using LinkedIn for advertising increased from 56% to 58% and those using Twitter decreased from 62% to 59%.
As consumer experience grows on social media, so do their expectations
It is important to consider that as the popularity of social media increases, brands are continually improving their offering on social media and therefore consumer expectations continue to be raised.
90% of consumers attempt to reach out to brands on social media but it takes, on average, 10 hours for brands to respond. A study conducted by V12 data found that the maximum time customers consider reasonable to wait for a response is four hours, after that their positive engagement with your brand diminishes.
The success of your online marketing and growth of your business is determined by:
- The consumer experience on your company pages.
- Consistency across all of your social media platforms.
- Ease of use allowing for safe and straightforward purchases.
- Successful online customer service.
- Overall professionalism of your social media.
Why Facebook is still relevant in 2020
It is important to remember that although Instagram is rising quickly, particularly among the younger generation, Facebook is still the most utilised platform for marketing purposes. With Facebook and Instagram belonging to the same family, we know that they will continue to complement each other. Facebook CEO, Mark Zuckerberg, made clear that the ease of payments across Facebook, Instagram and What’s App is a priority for them moving forward, as they look to make business transactions easier. It is likely that Facebook will therefore continue to grow as a marketplace.
Where to in 2020?
Facebook advertising and marketing will continue to be a necessity for all companies. Despite Facebook’s dominance not being as pronounced as before, the growing partnership between Facebook and Instagram will enhance the strength of both businesses as they continue to complement each other.
If you’re not on Instagram, it’s time to jump on, as its’ popularity with the younger generations continues to grow!