The State of Social Media: Trends & Challenges Laura Solomon @laurasolomon www.meanlaura.com

AGENDA The current environment How did we get here? What now?

The current environment

Social is MOBILE

91%

https://blog.bufferapp.com/social-media-trends-2018 Facebook: 94% Twitter: 82% LinkedIn: 60% Pinterest: 80% Snapchat: 100% Instagram: unknown, but definitely a majority https://blog.bufferapp.com/social-media-trends-2018

94% kept a smartphone while watching TV

51% of all video plays are on mobile devices https://www.slideshare.net/AdelieStudios/the-top-17-video-marketing-statistics-for-2017

#1 content type is still VIDEO

https://buzzsumo.com/blog/facebook-engagement-brands-publishers-falls-20-2017/

Video usage is INCREASING

https://www. emarketer https://www.emarketer.com/Article/More-Spending-on-Social-Video-Ads-Planned/1016049

Why We Abandoned Facebook Video [Social Media Examiner] “Here’s why we killed two shows and moved a third one over to YouTube. All of our analysis showed that people are NOT watching video on Facebook. Especially if it’s longer than about a minute or two. Why? Facebook is a highway and no one stops to watch video (at least for us.) ” Why We Abandoned Facebook Video [Social Media Examiner] https://www.socialmediaexaminer.com/why-we-abandoned-facebook-video/

https://www. slideshare https://www.slideshare.net/AdelieStudios/the-top-17-video-marketing-statistics-for-2017

Facebook organic reach is GONE

“How many people you can reach for free on Facebook by posting to your Page.” https://www.facebook.com/business/news/Organic-Reach-on-Facebook

Too much, too many

EAME managing director Marshall Manson “Increasingly Facebook is saying that you should assume a day will come when the organic reach is zero.” EAME managing director Marshall Manson https://adage.com/article/digital/brands-organic-facebook-reach-crashed-october/292004/

Peak social media?

https://www. marketingcharts https://www.marketingcharts.com/charts/us-adults-internet-social-media-device-access-2018-vs-2016/attachment/pewresearchcenter-us-adults-digital-tech-use-2018-v-2016-oct2018

http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/

https://www. edisonresearch https://www.edisonresearch.com/facebook-declines-first-time-infinite-dial-history/

https://www. theguardian https://www.theguardian.com/media/2018/aug/10/peak-social-media-facebook-twitter-and-snapchat-fail-to-make-new-friends

Social media usage Down for the first time OVERALL https://www.convinceandconvert.com/social-media-measurement/6-unexpected-trends-in-2018-social-media-research/

--Jay Bauer, Convince & Convert “Any drop in social media usage is unprecedented, and indicates that Americans are not wholly satisfied with social in ways they may have been in the past.” --Jay Bauer, Convince & Convert

Even Millennials are FALLING OUT OF LOVE with social media

Just “go away”

How did we get here?

MULTIPLE FACTORS

“I can’t wait til Instagram culture is over so we can all be ourselves again.” Katy Perry

Tough on TEENS

Negative HEALTH CONSEQUENCES

ADDICTION

NEGATIVE ENVIRONMENT

Maeve Dugan, Pew Internet “To borrow an expression from the technology industry, harassment is now a ‘feature’ of life online for many Americans. In its milder forms, it creates a layer of negativity that people must sift through as they navigate their daily routines online. At its most severe, it can compromise users’ privacy, force them to choose when and where to participate online, or even pose a threat to their physical safety.” Maeve Dugan, Pew Internet

CONTENT SHOCK

PRIVACY PROBLEMS

Image from https://fr. yougov

9%

Social sharing DOWN

SOCIAL MESSAGING HAS OVERTAKEN SOCIAL MEDIA

https://www. businessinsider. com/the-messaging-app-report-2015-11/ https://www.businessinsider.com/the-messaging-app-report-2015-11/?IR=T

What now?

There really are no good answers.

Young people AREN’T coming back

“…social networking is being outrun by a universe of professional attention-grabbers. The attention economy is a Darwinian, survival-of-the-fittest contest, and your Aunt Mildred with her cat photos and Uncle Fester with his political rants just can’t keep up” --Mike Elgan, in his Computerworld opinion piece “I’m calling it: Social networking is over” 

Social media is MORPHING

What CAN you do/? PAY FOCUS . ENCOURAGE . SELECT

www.meanlaura.com THANK YOU! laura@designforthelittleguy.com