SocialMedia-2018年社交媒体营销行业报告（英文）-2018.5-44页-4mb

2018 Social Media Marketing Industry Report Summary

Core Content Overview

This 2018 Social Media Marketing Industry Report provides a comprehensive analysis of how marketers are leveraging social media to grow their businesses. It is based on responses from over 5,700 marketers and includes insights on platform usage, content strategies, paid advertising, and the effectiveness of social media marketing.

Major Findings

• Facebook Uncertainty: Only 49% of marketers feel their Facebook marketing is effective, and 52% reported a decline in organic reach over the past year. However, 62% plan to increase their organic Facebook activities in the next year.
• Focus on Leads Over Fans: Generating leads has become more important than cultivating a loyal fan base, indicating a shift in marketing priorities.
• Facebook Dominance: Facebook remains the most important platform for marketers, with 94% using it and 67% considering it their most important platform.
• Paid Social Media Growth: Facebook ads are the most used paid platform (72%), followed by Instagram (31%). 67% of marketers plan to increase their use of Facebook ads in the next year.
• Messenger Bots: 15% of marketers currently use Facebook Messenger bots, but 51% plan to use them in the next year.
• Influencer Collaboration: Only 39% of marketers currently work with influencers, and 61% do not.
• Content Trends: Visual assets (80%) and video (63%) are the most commonly used content types, with live video also gaining traction (35%). Blogging remains important for B2B marketers (67%) over B2C (56%).

Top Questions Marketers Are Facing

Marketers are primarily seeking answers to the following areas:

• Tactics: Engagement, paid advertising, and measurement.
• Tools: How to effectively measure ROI and implement new strategies.
• Strategy: Audience targeting and content optimization.
• Audience: Understanding how to better connect with their target audience.

Social Media Marketing Experience

• 72% of marketers have at least 2 years of social media marketing experience.
• Marketers with more experience tend to report better results in terms of sales and exposure.
• The most experienced marketers (5+ years) are more successful in building thought leadership.

Platform Usage Trends

• Top Platforms: Facebook, Instagram, and Twitter are the most used platforms.
• Notable Changes:
  • Instagram moved up from 4th to 2nd place.
  • Twitter dropped from 2nd to 3rd place.
  • YouTube increased from 45% to 58%.
  • Pinterest decreased from 30% to 13%.
  • Snapchat remained relatively stable at 7%.
• B2B vs. B2C:
  • B2C marketers focus more on Facebook, Instagram, and Pinterest.
  • B2B marketers use Facebook and LinkedIn more frequently and are more interested in learning about LinkedIn.

Organic Social Media Posting

• Current Trends:
  • 50% of marketers increased their Facebook organic activities.
  • 48% increased Instagram activities.
  • 26% increased YouTube activities.
  • 31% increased LinkedIn activities.
  • 13% increased Pinterest activities.
  • Only 6% increased Snapchat activities.
• Future Plans:
  • 62% plan to increase Facebook organic activities.
  • 66% plan to increase Instagram organic activities.
  • 51% plan to increase LinkedIn organic activities.
  • 29% plan to increase Pinterest organic activities.
  • 16% plan to increase Snapchat organic activities.

Paid Social Media Activities

• Current Use:
  • Facebook ads: 72%.
  • Instagram ads: 31%.
  • LinkedIn ads: 21%.
  • B2C marketers use Facebook ads more (76%) than B2B (66%).
  • B2B marketers use LinkedIn ads more (21%) than B2C (8%).
• Future Plans:
  • 67% plan to increase Facebook ads.
  • 53% plan to increase Instagram ads.
  • 41% plan to increase Facebook Messenger ads.
  • 73% have no plans to use Pinterest ads.
  • 81% have no plans to use Snapchat ads.

Content Forms

• Commonly Used:
  • Visual assets: 80%.
  • Video: 63%.
  • Live video: 35%.
  • Blogging: 60%.
• Future Plans:
  • Marketers plan to increase use of videos (77%), visuals (68%), live video (63%), blogging (57%), and podcasting (25%).

Key Takeaways

• Facebook remains the dominant platform for both B2B and B2C marketers.
• Marketers are increasingly focused on measurable outcomes and ROI.
• Visual content and video are key for engagement and lead generation.
• Paid social media, especially Facebook and Instagram, is expected to grow in importance.
• B2B marketers are more likely to use LinkedIn and value blogging.
• Marketers with more experience report better results in sales and exposure.

Conclusion

The report underscores the evolving landscape of social media marketing, highlighting the continued importance of Facebook, the rising use of video and visual content, and the growing interest in paid advertising and Messenger bots. It also reveals a shift in focus from building a fan base to generating leads and improving sales. Marketers are increasingly seeking tools and strategies to measure and enhance their ROI, with B2B and B2C marketers showing distinct preferences and approaches.