Socialbakers-社交媒体报告：COVID-19的影响（英文）-2020.5-23页_7mb

Socialbakers State of Social Media Report: The Impact of COVID-19 Summary

Core Content

The Socialbakers State of Social Media Report: The Impact of COVID-19 provides insights into how the pandemic has influenced both brand and user behavior on social media platforms such as Facebook and Instagram. It highlights the shift in marketing strategies, the evolution of engagement metrics, and the changes in ad spend and cost per click (CPC) across various regions and industries.

Main Points

• Digital Transformation Acceleration: The pandemic has accelerated digital transformation for businesses, emphasizing the importance of social media in customer engagement.
• Shift in Marketing Spend: Brands have increased organic content and reduced ad spend, especially in regions affected by the pandemic. This is attributed to budget tightening and the shift in user behavior.
• User Engagement Trends: Users have spent more time online, particularly on Facebook, due to the increased time at home. Engagement peaks in the evening, especially around 8 p.m.
• Coronavirus Content Trends: There has been a significant increase in coronavirus-related content, with brands using hashtags like #coronavirus, #covid19, and #stayhome to communicate with their audiences.
• Regional Differences: East Asia has shown a rebound in ad spend and CPC, indicating a more positive trend compared to other regions.
• Platform-Specific Behavior: Facebook is more commonly used for news and updates, while Instagram is used for more personal or community-focused content.

Key Information

Organic Engagement

• Engagement Growth: Organic engagement has increased in some regions, such as Japan and Argentina, while it has declined in Europe, North America, and the Middle East.
• Coronavirus Content: The number of interactions and posts related to the coronavirus has spiked since early March, especially after major events like the closure of bars and cinemas in the US.
• Most Engaging Posts: Brands that shared messages of support or community help received the most interactions. Examples include Ambev's hand sanitizer production, Ferrari's €10 million donation, and Bugatti's sympathy for Italy.
• Top Industries: Airlines had the highest median post interactions on both platforms, followed by Finance and Telecom. The number of active pages in these industries was also significant.

Paid Engagement

• Ad Spend Decline: Most regions saw a decline in ad spend due to the pandemic, with East Asia being the exception, where ad spend increased by 21.5%.
• CPC Trends: CPC dropped significantly in many regions, with Southern Europe experiencing a 36.7% decline. East Asia saw an increase of 25.6% in CPC.
• CPM Trends: CPM also decreased across all regions, with East Asia recovering to levels similar to those from seven months ago. The Services industry saw a notable drop in CPM, from $3.486 to $1.436.

User Behavior

• Increased Online Time: Fans of Facebook brand pages in Europe spent 11.9% more time online from March 16-22 compared to the last week of February.
• Engagement Peaks: The peak time for engagement on Facebook was around 8 p.m., with consistent increases on Sundays and Mondays.

Conclusion

The report underscores the importance of leveraging organic content and taking advantage of lower ad costs during the pandemic. It also highlights the need for brands to maintain a strong presence on social media to stay connected with their audiences. East Asia stands out as a region showing signs of recovery, suggesting that brands may find opportunities there as the situation stabilizes.