SocialBakers-2019年第四季度社交媒体趋势报告（英文）-2020.2-59页_23mb

Social Media Trends Report Q4 2019 Summary

Core Content

This report provides an in-depth analysis of social media trends in Q4 2019, focusing on advertising, influencer marketing, and organic engagement across Instagram and Facebook. It highlights key data points, including ad spend distribution, engagement metrics, and the effectiveness of various content types and strategies.

Main Points

Advertising Trends

• Instagram vs. Facebook Ad Spend: Instagram's ad spend increased slightly, reaching 20.3% of total ad spend by the end of 2019, while Facebook Feed remained the dominant placement with 58.3% of total ad spend.
• Instagram Explore Growth: Instagram Explore saw a significant rise in ad spend, growing from 0.72% in December 2018 to 1.32% in Q4 2019.
• Facebook Marketplace Growth: Facebook Marketplace ad spend increased by over 80% in Q4 2019, from 0.72% to 1.31%, driven by holiday shopping efforts.
• Ad Objectives: On Facebook, the top ad objectives were post engagement (23.8%), link clicks (22.0%), and reach (16.4%). On Instagram, link clicks were the primary objective (31.3%), followed by post engagement (20.4%) and reach (17.3%).
• Device Share of Ad Impressions: Over 96% of paid ads were viewed on mobile devices in Q4 2019, with desktop accounting for just 3.9%.
• CPC and CTR Trends: The cost per click (CPC) and cost per thousand (CPM) both increased in Q4 2019. The highest CTR was seen on Facebook News Feed (1.87%), while the lowest CPC was on Facebook Suggested Video (0.095 USD).
• Post Quality Grading: Socialbakers' AI grades posts on a scale from A+ to D. A+ posts had 50% lower CPC and 20% lower CPM than D-grade posts, and generated 2.3 times more interactions.
• Marketing Funnel Conversion Rate: The conversion rate from impressions to clicks was 1.58%, and from clicks to purchases was 0.32%. Ecommerce had the best conversion rate from clicks to purchases at 1.38%.

Influencer Marketing Trends

• #Ad Mentions Increase: Influencer use of #Ad (and local language equivalents) rose by 90.5% in Q4 2019, especially during the holiday season.
• Top Influencers: The top influencers mentioning brands on Instagram were Ashley Alexander, Julie Bouza, and Johan Papz, with Virgin Media Ireland leading in influencer cooperation efficiency.
• Brands Mentioned by Influencers: Walmart was the most mentioned brand by influencers, with 854 mentions from 619 influencers, followed by Daniel Wellington and FashionNova.com.

Organic Engagement Trends

• Instagram Audience Growth: For the first time, Instagram's total audience surpassed Facebook's in Q4 2019.
• Audience by Age and Gender: Women made up the majority of followers and fans on both platforms, with the 25-34 age group being the most engaged on Facebook.
• Industry Interactions: The top industries for organic interactions were Ecommerce (16.1%), Retail (13.0%), and Fashion (8.0%) on Facebook, and Fashion (25.7%), Ecommerce (16.0%), and Beauty (13.2%) on Instagram.
• Post Type Performance: On Facebook, Live videos had the highest engagement, while on Instagram, carousel posts led in interactions. Horizontal videos were more common on Facebook, with over 70% of brand videos being horizontal, and they performed better than vertical videos.

Key Insights

• Instagram's Rise: Instagram has surpassed Facebook in audience size for the top 50 brands, signaling a shift in platform dominance.
• Engagement Challenges: Despite the holiday season, Instagram saw a significant drop in engagement, suggesting the need for more targeted and compelling content strategies.
• AI's Role: AI-driven post grading and influencer selection are critical for optimizing ad spend and improving ROI.
• Content Optimization: Video content, especially horizontal videos, was more effective in driving engagement compared to vertical videos, with Instagram video maintaining consistent performance.
• Conversion Focus: Ecommerce and Retail performed best in converting clicks into purchases, indicating the importance of these industries in the social media marketing funnel.

Conclusion

The Q4 2019 report highlights a growing shift in ad spend from Facebook Feed to Instagram Explore and Marketplace. It emphasizes the importance of content quality, the role of AI in optimizing marketing efforts, and the effectiveness of video content. Ecommerce and Retail are leading in conversion rates, while Instagram continues to be the preferred platform for audience engagement. Brands are encouraged to leverage data-driven strategies and focus on high-quality, engaging content to maximize their social media ROI.