Key Social Media Marketing Stats of 2017
This year, we've seen the importance of visual content emphasised by the changes that occurred across almost every major social network, including Facebook, Snapchat, Instagram, and Twitter. At the same time, videos have become powerful tools for brands looking to communicate more easily with their readers.
Visuals have become essential: A significant 85% of marketers use visuals in their marketing and 73% plan on increasing their use of visuals.
Live video is hot: A significant 61% of marketers plan on using live video services such as Facebook Live and Periscope, and 69% want to learn more about live video.
• Instagram is on a growth trajectory: Currently, 54% of marketers are using Instagram, yet 63% plan on increasing their Instagram activities and 71% of marketers want to learn more about Instagram.
• Facebook is the most important social network for marketers by a long shot: When asked to select their most important platform, 62% of marketers chose Facebook, followed by LinkedIn at 16%.
• Many marketers are unsure about their Facebook marketing: A significant 40% of marketers don't know if their Facebook marketing is working and 53% have seen declines in their Facebook News Feed exposure.
• Facebook ads dominate: A surprising 93% of social marketers regularly use Facebook ads and 64% plan on increasing their Facebook ads activities.
• Tactics and engagement are top areas marketers want to master: At least 91% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media.
Commonly used social media platforms Facebook, Twitter, LinkedIn, and Instagram were the top four platforms used by marketers, with Facebook leading the pack by a long shot. Other platforms paled in comparison to these top four.
CHANGES SINCE 2016:
• Facebook rose from 93% to 94% in 2017.
• Twitter declined from 76% to 68% in 2017.
• LinkedIn dropped from 67% to 56% in 2017.
• Instagram jumped from 44% to 54% in 2017.
• YouTube declined from 53% to 45% in 2017.
• Pinterest dropped from 40% to 30% in 2017.
• Snapchat rose from 5% to 7% in 2017.
Stelzner, M. S. (2017) SOCIAL MEDIA MARKETING INDUSTRY REPORT. Available at: http://www.socialmediaexaminer.com/wp-content/uploads/2017/05/Industry-Report-2017.pdf (Accessed: 27/06/17)