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The insider social media trends you need to know

If you want to hit the ground running in 2021, you need to know how the marketing world transformed in 2020.

Here’s what we’ll cover together:
- Why Facebook ads reach increased by 77.5% YoY in North America
- Pre and post-pandemic patterns: how online behavior has changed
- Discover how brands are shifting their customer care priorities in 2021

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The insider social media trends you need to know

  1. 1. The Insider Social Media Trends You Need To Know Your guide to 2021 social media marketing
  2. 2. Today’s Panelists Taylor Bern Content Marketing Specialist at Socialbakers Mayya Shin Product Marketing Manager & Head of Competitive Intelligence at Socialbakers Mantas Ciuksys Director of Content Marketing at Socialbakers
  3. 3. Questions? Drop them in the chat anytime to All Panelists and Attendees
  4. 4. Let’s Talk About Trends ● Advertising Where and how much money is being spent ● Organic Engagement What are the content trends marketers are prioritizing ● Influencer Marketing What are the overarching trends in influencer marketing
  5. 5. QUICK POLL What’s your marketing outlook for 2021? A. It’s going to be our best year yet B. I’m a pessimist, things won’t improve C. I’m taking it a day at a time
  6. 6. Advertising
  7. 7. Peak Global Ad Spend Increases 50% YoY ● At its Q4 peak, worldwide ad spend increased by 50.3% compared to the holiday peak in Q4 2019. In ● In Southeast Asia spend increased by 29.6%, ● In North America spend grew 92.3% Source: Socialbakers Data Date range: September 30, 2019 - January 03, 2021 Sample: Socialbakers Suite Benchmarks
  8. 8. Industry Ad Spend Increases 33% QoQ Source: Socialbakers Data Date range: January 01, 2020 - December 31, 2020 Sample: Socialbakers Suite Benchmarks ● Looking at the quarter-by-quarter breakdown, you can see how the pandemic impacted different industries. For example, Accommodation and Fashion decreased in Q2 before climbing back up, while Alcohol and Retail increased each quarter. ● Ecommerce ad spend increased by 24.8% in Q4 compared to Q3, and it was more than double where the spend had been in Q1.
  9. 9. Digital Ad Spend Increases 56% YoY ● After the initial stages of the pandemic forced a decrease in ad spend as life paused, digital spending increased significantly the rest of the year. Source: Socialbakers Data Date range: January 1, 2019 – December 31, 2020 Sample: Socialbakers Suite Benchmarks
  10. 10. Cost per Click Increases 25.2% QoQ ● Cost per click increased by 25.2% ($0.174 vs. $0.139). It was the highest the CPC had been all year and it was 12.3% higher than the end of Q4 2019 ($0.155). ● Click-through rate for all brand ad accounts remained stable. It averaged 1.01% during Q4 2020. That was a small increase compared to Q3 2020 (1%) but was a decrease compared to Q4 2019 (1.06%). Source: Socialbakers Data Date range: October 01, 2019 - December 31, 2020 Sample: Socialbakers Suite Benchmarks
  11. 11. Facebook Ads Reach in Northern America Increases 77.5% YoY ● Worldwide Facebook ad reach increased by 23% in Q4 2020 compared to Q4 2019, according to Socialbakers data looking at median weekly values. ● Facebook ad reach in Southeast Asia grew 18.8% compared to previous year, while in Northern America it grew by 77.% and in Latin America by 41.%. Source: Socialbakers Data Date range: September 30, 2019 - January 03, 2020 Sample: Socialbakers Suite Benchmarks
  12. 12. Facebook News Feed CPC Increases 12% YoY ● Looking at the top 5 placements by relative ad spend in Q4 2020 vs. Q4 2019, Facebook News Feed increased by 12.1% in CPC ($0.120 vs. $0.107) and 4.6% in CPM ($1.878 vs. $1.795). ● In CPM, Facebook Instream Video increased by 16.4% compared to Q4 2019, while Facebook Video Feeds increased by 29.4%. Source: Socialbakers Data Date range: October 01, 2019 - December 31, 2019 & October 01, 2020 - December 31, 2020 Sample: All Ad Accounts Benchmarks
  13. 13. Highest Converting Ad Placement Types Source: Socialbakers Data Date range: October 01, 2020 - December 31,, 2020 Sample: All Ad Accounts Benchmark ● Facebook News Feed received 57.4% of the relative ad spend in Q4 2020. ● Instagram Feed and Instagram Stories combined received 27.1% of spend
  14. 14. 73% of Ad Spend Goes to Main Feeds ● Source: Socialbakers Data Date range: October 01, 2020 - December 31, 2020 Sample: 10,420 Facebook Advertising Accounts
  15. 15. Organic Engagement
  16. 16. Instagram Audience Size 39% Larger Than Facebook ● In Q4 2020, the total audience size of the 50 biggest brand profiles was 39% bigger on Instagram than Facebook. ● Looking at YoY results, Instagram’s audience grew by 11.3% compared to Q4 2019 while Facebook’s audience decreased by 17.6%. ● Engagement remained significantly stronger on Instagram, which had 21.4x more interactions than Facebook, while 54.9% of all brand posts were on Facebook. Source: Socialbakers Data Date range: October 01, 2019 - December 31, 2019 & October 01, 2020 - December 31, 2020 Sample: 50 Biggest Facebook & Instagram Brands Profiles Worldwide
  17. 17. Distribution of Interactions Across Industries ● Ecommerce received the highest percentage of interactions on Facebook and the second highest number of interactions on Instagram, behind only Fashion. ● The top 3 positions remained unchanged from Q3 2020. Source: Socialbakers Data Date range: October 01, 2020 - December 31, 2020; Sample: Facebook Brand Pages & Instagram Brand Profiles Worldwide
  18. 18. Ecommerce Interactions Grow on Both Platforms Source: Socialbakers Data Date range: October 01, 2019 - December 31, 2019 & October 01, 2020 - December 31, 2020 Sample: Instagram and Facebook Brand Pages ● YoY the overall interactions for brand accounts decreased on both Facebook (down 5.4%) and Instagram (down 6.3%) in Q4. ● Beauty and Fashion mirrored the overall trend with noticeable decreases on both platforms, while Ecommerce grew on both Instagram (up 14.4%) and Facebook (up 1%). ● Alcohol decreased 33.7% on Facebook yet remained virtually unchanged on Instagram. Meanwhile, FMCG Food decreased 13.9% on Facebook and increased 14.9% on Instagram.
  19. 19. Interactions Decline at the End of the Year Source: Socialbakers Data Date range: October 01, 2019 - December 31, 2020 Sample: 50 Biggest Facebook & Instagram Brands Profiles Worldwide ● The relative post interactions for the 50 biggest Instagram brand profiles remained consistent over the last 15 months, but there was a noticeable decrease at the end of Q4.
  20. 20. Facebook Live Nearly Triples the Interactions of Video Source: Socialbakers Data Date range: October 01, 2020 - December 31, 2020 Sample: 145,277 Facebook Brand Pages & 53,347 Instagram Brand Profiles Worldwide ● In Q4 2020, Facebook Live was by far the most engaging format on the platform with 39 median post interactions. ● On Instagram, carousel was the most engaging format with 176 median post interactions. Carousel posts, which can contain both images and videos, have consistently outperformed image and video.
  21. 21. Facebook Live Usage Steady YoY Source: Socialbakers Data Date range: January 01, 2019 - December 31, 2020 Sample: 5,996,655 Facebook Posts from 17,613 FB brand profiles ● The share of Facebook Live posts on brand accounts in Q4 2020 was nearly identical to Q4 2019, according to Socialbakers data looking at average monthly values. ● After a large increase to about 1% of all posts from brand accounts in Q2 2020, there was a decrease back to pre- pandemic levels. ● In December, the share of Facebook Live posts was 0.74%, which was virtually the same as December 2019 (0.72%).
  22. 22. Gaming, Giveaways Garner Most Live Interactions Source: Socialbakers Data Date range: October 01, 2020 - December 31, 2020 Sample: 154,683 Live Videos Published by Brands on Facebook ● Two of the top three Facebook Live videos by interactions in Q4 2020 were centered around big sales holidays. ● Cdiscount, a French company, brought their audience together for Black Friday giveaways while Daraz Online Shopping in Bangladesh hosted an 11.11 giveaway show. ● The top video was from realme Philippines, a smart phone company that hosted a three-hour egaming and rap battle show.
  23. 23. The Live Shopping Trend Drive consideration: You can use live shopping to show people how to use a product, provide a product review or recommendation, and/or answer questions from your audience. Going live lets you directly interact with your followers and helps them build confidence to determine that your products are right for them. Feature new products and promotions: Use live to keep your audience up to date about new products and promotions, so that they can tune into your live stream and be the first to know. By producing live content, you can drive real-time demand for your products and let people know what's available. Collaborate with creators: Businesses and creators can use live shopping to drive sales for merchandise or product collaborations. Your business and creator must be approved to use Shopping from Creators. Source: Facebook Help Center, About Live Shopping on Instagram
  24. 24. Influencer Marketing
  25. 25. Influencer #Ad Usage Decreases 17% YoY Source: Socialbakers Data Date range: October 01, 2019 - December 31, 2020 Sample: Instagram profiles associated with Brands Worldwide ● In Q4 2020, the number of Instagram influencers who used #ad in their posts decreased by 17.6% compared to Q4 2019. ● Advice often steers marketers toward smaller influencers, and the data shows that XS and S influencers are used far more often than other groups, but at the end of 2020, it was the usage of XL and L influencers growing while others decreased.
  26. 26. Ad spend and reach both continue to grow as marketers and users migrate to digital channels. Social media marketing is extremely resilient to market changes Live content experiences can be used to boost engagement and commerce Influencer marketing is still in a downtrend, but macro-influencers are picking up Takeaways
  27. 27. Get the Full Report Download the Report
  28. 28. Taylor Bern Content Marketing Specialist at Socialbakers Mayya Shin Product Marketing Manager & Head of Competitive Intelligence at Socialbakers Mantas Ciuksys Director of Content Marketing at Socialbakers Thank You! Q & A Find us on LinkedIn – We’d be happy to connect

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