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

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Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
Most Important Social Media Trends
to Remember in 2019
Social Media Statistics by Socialbakers
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
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
About Socialbakers
                                                                            and Instagram need to make sure they are making
                                                                            data-driven decisions about where to invest their
Socialbakers is a trusted social media marketing partner to thousands
                                                                            advertising budgets in order to maximize reach,
of enterprise brands, leveraging the largest social media data-set in the
                                                                            engagement and business impact.”
industry. Socialbakers help brands engage their audiences on social
media through content personalization and grow their customer base using
                                                                            Yuval Ben-Itzhak, CEO, Socialbakers
actionable AI-powered audience insights.
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
Table of Contents
Instagram vs. Facebook                             4–6
    Platform Audience, Activity, Engagement        5
    Engagement Distribution by Industries          6
Instagram vs. Facebook Advertising                 7–12
    Share of Instagram vs. Facebook Ads            8
    Facebook Advertising Desktop vs. Mobile        9
    Promoted Post Promotion on Facebook            11
    Ad Placements On Instagram                     12
Facebook Engagement                                13–15
    Organic vs. Paid Reach on Facebook             14
    Number of Interactions on Facebook Posts       15
Instagram Engagement                               16–17
    Instagram Stories vs. Posts                    17
The Rise of Influencer Marketing                   18–20
    The Influencer Industry and Minimizing Fraud   19
    Spotting Fake Influencers by Follower Growth   20
Privacy and Security                               21
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
Instagram
    vs. Facebook

Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   4
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
Audience                         Activity                        User
                          Platform Audience,                                                                           Size                           Volume                       Engagement
                          Activity, Engagement
                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.

                “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

Chart Time Range: Q3 2018; Sample: Top 5,000 Largest Brand Pages and Profiles across FB and IG; Data: Socialbakers     Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   5
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
Engagement Distribution                                                                                                  When it comes to the most engaged users by industry across
                                                                                                                                                  Instagram and Facebook, there is a clear distinction between what

                         by Industries                                                                                                            content users value more on each platform. For Instagram,
                                                                                                                                                  Fashion and Beauty dominate, whereas E-commerce sparks the most
                                                                                                                                                  interactions on Facebook.

                                                                                                                                Total User Engagement by Industry

                                                                               Electron

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                                              Auto
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                                                                                                                                                                                           Retail

                                                                                                                                                                                                                   er
                                                                                m

                                                                                                                                                                                                                     ce
                                                                           Ecom

Chart Time Range: Jan 1, 2018 - October 28, 2018; Sample: 79,326 Brand Pages on FB, and 44,105 Brand Pages on Instagram; Data: Socialbakers                      Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   6
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
Instagram
vs. Facebook
Advertising
               Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   7
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
Ad Spend by Platform and Distribution
                                                                                                                                                                          Means of Relative Account Distribution

                          Share of Instagram
                          vs. Facebook Ads                                                                                                        Facebook
                                                                                                                                                      Feed

                 When comparing ad spend distribution by platform
                                                                                                                                                  Instagram
                 from 2017 to 2018, we found that Instagram ads                                                                                        Feed
                 increased in 2018, whereas ad spend on Facebook
                 decreased. There was another important shift in
                 advertising formats, from the News Feed to Stories.                                                                              Instagram
                                                                                                                                                     Stories

                                                                                                                                                           0%      10%        20%        30%           40%          50%          60%           70%           80%
                                                                                                                                                           % of Spend
                                                                                                                                                                                            2017                   2018

Chart Time Range: Sept 29, 2017 - October 28, 2017 vs. Sept 29, 2018 - October 28, 2018; Sample: 1,500 advertising accounts; Data: Socialbakers                                  Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   8
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
Facebook Advertising Desktop vs. Mobile

                Facebook usage on mobile is overwhelmingly dominant,                                                     Cost-Per-Click was more expensive on desktop compared to mobile,
                as mobile users consume more ads over desktop.                                                           though, advertising on mobile received more impressions over desktop.

                              Share of Average Advertising Impressions by Device                                                                       Cost Per Click by Device
                                                  Means of Relative Account Distribution                                                            Median Ad Account CPC Values

                                                                                                                                      0.30

                                                                                                                                      0.25

                                                                                                                       CPC (in USD)
                                                                                                                                      0.20

                                                                                                                                      0.15

                                                                                                                                      0.10

                                                                                                                                      0.05

                                                                                                                                      0.00
                                                                              Desktop: 5%                                                           Desktop                                             Mobile
                                                                              Mobile: 95%                                                                                  CPC (in USD)

Time Range for Both Charts: Sept 29, 2018 - October 28, 2018; Sample: 2,244 Facebook Ad Accounts; Data: Socialbakers                         Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   9
Most Important Social Media Trends to Remember in 2019 - Social Media Statistics by Socialbakers
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

                Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   10
Promoted Post Trend                                                                             Photos are the most heavily promoted compared to any other
                                                                                                                                        content format. However, video promotion soared in 2018 and converged
                                        on Facebook                                                                                     with photos in September.

                                                                                                                  Distribution of Promoted Posts on Facebook
                                                                                                                         Top 1,000 Largest Brands on Facebook

                                        60%

                                        50%
               % of Published Content

                                        40%

                                        30%

                                        20%

                                        10%

                                         0%
                                          Jan 2017        Mar 2017                 May 2017                   Jul 2017       Sep 2017    Nov 2017     Jan 2018         Mar 2018            May 2018              Jul 2018            Sep 2018

                                                                                                                  Photos             Videos           Links                  Statuses

Chart Time Range: January 2017 - October 2018; Sample: Top 1,000 Largest Brands on Facebook; Data: Socialbakers                                               Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   11
Ad Placements                                                                In 2018, we’ve seen Instagram ad campaigns rise and reach their highest adoption rates thus far,
                               On Instagram                                                                 in June. Though it’s tapered off, as Instagram audiences grow, so will marketers’ ad campaigns.

                                                                                                              Median Share of Instagram Campaign Placements

                                    50%
               Share of Campaigns

                                    40%
                   (% of Total)

                                    30%

                                    20%

                                    10%

                                    0%
                                                       Feb                         Apr                           Jun                           Aug     Oct   Dec                      Feb                    Apr                     Jun
                                                       2017                        2017                          2017                          2017   2017   2017                     2018                   2018                    2018

                                                                                                                     Share of Campaigns Targeting Instagram

Chart Time Range: January 1, 2017 - July 31, 2018; Sample: 9,433 Facebook Ad Accounts (a campaign can have multiple placements); Data: Socialbakers          Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   12
Facebook
Engagement

             Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   13
Median Weekly Organic Page Post Reach
                                                                                                                                                                 Facebook Brand Pages
                         Organic vs. Paid Reach                                                                              80k

                         on Facebook

                                                                                                            Weekly Medians
                                                                                                                             60k

                                                                                                                             40k

                Data highlights the importance of having a well-balanced organic                                             20k
                and paid promotion post strategy.
                                                                                                                               0
                                                                                                                                Jan, 2018                        Apr, 2018                      Jul, 2018                      Oct, 2018

                “Today, it’s crucial that marketers are making data-driven decisions with their
                advertising budgets. Not knowing how your content will perform and investing                                                       Median Weekly Paid Page Post Reach
                in posts indiscriminately, could mean you might be wasting half of your                                                                          Facebook Brand Pages
                advertising budget - but which half? Content grading can help ensure that the
                                                                                                                             2.0M
                quality content you do promote is achieving optimal engagement, improving

                                                                                                            Weekly Medians
                cost efficiency, and maximizing your budget.”                                                                1.5M

                                                                                                                             1.0M
                Yuval Ben-Itzhak, CEO, Socialbakers
                                                                                                                             0.5M

                                                                                                                                   0
                                                                                                                                       Jan, 2018                 Apr, 2018                      Jul, 2018                       Oct, 2018

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
                                                                                                                                                    Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   14
The median of interactions on the top 500 global brand and media Facebook

                                          Number of Direct Interactions                                                                               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
                                          on a Facebook Page Post                                                                                     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
                                          1,000
               Median Post Interactions

                                           800

                                           600

                                           400

                                           200

                                             0
                                            Jan 2018        Feb 2018                  Mar 2018                      Apr 2018                   May 2018      Jun 2018       Jul 2018               Aug 2018                Sep 2018               Oct 2018

                                                                                                                                             Brands            Media

Chart Time Range: January 1 - October 21, 2018; Sample: Top 500 Facebook Pages by Audience Size within each Category; Data: Socialbakers                                    Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   15
Instagram
Engagement
  Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   16
Stories vs. Posts on Instagram
                                                 Average Reach and Impressions per Fans

                                                                                                                                                                                                   Instagram
                50%

                40%

                30%
                                                                                                                                                                                                   Stories vs. Posts
                20%

                                                                                                                                                                                              In 2018, Instagram Posts are still reaching and garnering more
                10%
                                                                                                                                                                                              impressions per Fans over Instagram Stories - roughly 15% and
                  0%                                                                                                                                                                          25% more, respectively. That uplift in reach and impressions are
                                                Impressions/Fans                                                       Reach/Fans
                                                                                                                                                                                              free visibility. However, as Stories adoption increases amongst
                                                                             Stories                  Posts
                                                                                                                                                                                              users, these metrics will continue to rise.
                                                        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
                                                                                                                % Stories: 18%                                                                consumed actively, while feed content is consumed passively.”
                                                                                                                % Posts: 82%

                                                                                                                                                                                              Yuval Ben-Itzhak, CEO, 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
                                                                                                                                                                                                        Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   17
The Rise of
Influencer Marketing
      Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   18
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.

                                            Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   19
Spotting Fake                                                                                       Follower Growth vs. Interactions
                                                                                                               Unusual Growth and Decline

     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                         Follower Growth                         Number of Interactions
correlation between the number of interactions and follower growth.
                                                                                                         Follower Growth vs. Interactions
                                                                                                                 Usual Growth and Decline

 “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
                                                                                                 Follower Growth                         Number of Interactions
 also greatly help to identify anomalies that are a result of fraud.”

 Yuval Ben-Itzhak, CEO, Socialbakers

                                                                                                 Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   20
Privacy and Security
“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

                                                  Most Important Social Media Trends to Remember in 2019 | Social Media Statistics by Socialbakers   21
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
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