In our latest infographic with Smart Insights and Similarweb we explore the State of Social Media Marketing in 2015. Unsurprisingly, social media continues to play a crucial role in most brand’s marketing strategies due to the scope of reach and engagement available, but what are the most popular social networks right now and how can brands capitalise on these to improve their effectiveness?
If you liked this, check out our State of Mobile Marketing 2015 Infographic, also in collaboration with Smart Insights and Similarweb
The State of Social Media Marketing 2015
Of all the marketing tools and tactics available today, social media continues to be top priority for many. Despite the fact organic reach has become more and more difficult to achieve in recent years, social remains an incredibly lucrative option.
But what social networks should you be capitalising on? Are mobile users more important than those on desktop and which industries can enjoy the most success? Let’s find out with our State of Social Media Marketing 2015 infographic.
The most popular social networks
The most recently published summary (January 2015) of the top 20 social platforms comes from the Global Web Index. The percentage of Internet users with the following accounts is:
- Facebook – 81 per cent
- YouTube – 60 per cent
- Google+ – 60 per cent
- Twitter – 53 per cent
- LinkedIn – 13 per cent
- Instagram – 29 per cent
- Pinterest 27 per cent
The still growing opportunity of social media marketing
In Q2 of 2015, data from Similarweb found that popular networks such as Facebook, Twitter, and YouTube actually saw negative growth in desktop traffic over the course of three months. However, the average monthly change for LinkedIn stayed roughly the same, whereas Reddit grew everywhere apart from the US.
Having said that, the Global Web Index recently revealed that out of the world’s total population:
- Active social media accounts are at 29 per cent penetration
- Active internet users are at 42 per cent penetration
Therefore, there is clear scope for growth, especially among mobile users.
The importance of mobile users
With the exception of Reddit, the worldwide average monthly change of mobile web share went up across all social networks in Q2 2015.
- Facebook – 0.61 per cent
- YouTube – 0.56 per cent
- Twitter – 2.62 per cent
- Pinterest – 2.55 per cent
- LinkedIn – 0.46 per cent
So, when interacting with social networks, the world’s Internet users are increasingly doing so on mobile. But is this taking place on responsive websites or dedicated apps?
The most popular and active social apps on Android
According to data for the USA from Similarweb, the share of total Android users was:
- YouTube – 99.48 per cent (Active users – 66.07 per cent)
- Facebook – 70.93 per cent (Active users – 30.14 per cent)
- Twitter – 24.10 per cent (Active users – 19.66 per cent)
- Pinterest – 17.64 per cent (Active users – 18.62 per cent)
- LinkedIn – 5.95 per cent (Active users – 10.76 per cent)
While popular networks such as YouTube and Facebook enjoy an impressive share of Android users, the more niche social spheres of Twitter, Pinterest, and LinkedIn are perhaps more advantageous to certain brands due to their active audiences. But what industries will benefit the most?
The importance of social media for e-commerce
According to Similarweb, the worldwide percentages of desktop social traffic for various shopping subcategories are as follows:
- Wedding – 11.38 per cent
- Clothing – 6.14 per cent
- Antiques and collectables – 5.88 per cent
- Ethnic and regional – 5.63 per cent
- Jewellery – 4.91 per cent
- Publications 4.17 per cent
In the USA and UK, weddings and clothing lead the way, but France and India are more concerned with ethnic and regional. So, when using social media for e-commerce, carefully consider your location first.
The most cost-effective marketing channels
Further research by Smart Insights looked at how marketers rate channels for volume of leads or sales expected by the business.
- 33 per cent gave social media a medium-high to high rating. This is in comparison to display advertising (19 per cent) and online PR (23 per cent).
- Only 4 per cent said they didn’t use social media. This is in comparison to SEO (5 per cent), online PR (9 per cent), paid search marketing (13 per cent), and display advertising (16 per cent).
What’s hot for social media in 2015?
As you would expect, social networks are constantly changing and adjusting their offering for everyday users as well as brands and businesses. But what are the latest trends you should be aware of?
- Facebook – Removed charge for likes and has made changes to Newsfeed visibility
- Twitter – Ability to stream Periscope, a service for live broadcast and recording
- Instagram – Introduction of Carousel Ads, which feature URLs and multiple photos that can be swiped left to find out more
- Pinterest – Buyable pins button now live
- LinkedIn – Lead Accelerator offering to target and convert specific users
Regardless of the social network you choose to promote your goods and services on, a fair amount of success is all but guaranteed. However, the extent in which you can engage with users and generate qualified leads will depend on a few things.
First up, you will need to find out whether your audience is interacting with social media on desktop or mobile. Then, you must decide whether there is enough interest in your industry to make any social media activity worth it.
All the while, you should bear in mind the constantly changing landscape of social media, which may or may not work in your favour.