SocialMedia-2019年社交媒体营销行业报告（英文）-2019.5-47页_15mb

2019 Social Media Marketing Industry Report Summary

Core Content

This 2019 Social Media Marketing Industry Report provides insights into how marketers are currently using social media to grow their businesses, with a focus on organic and paid strategies, video marketing, and platform trends. It is based on responses from over 4,800 marketers, offering a comprehensive overview of current practices and future intentions.

Major Findings

• Facebook's Decline: Facebook is no longer the most important platform for marketers, dropping from 67% in 2018 to 61% in 2019. Only 51% of marketers plan to increase their Facebook organic activities, down from 62% in 2018. However, Facebook remains the most used platform (94%) and the most important for 61% of marketers.

• Instagram's Rise: Instagram is now the second most important platform and the most popular video channel, with 73% of marketers using it and 69% planning to increase their organic activities. It has surpassed LinkedIn in importance.

• Interest in Video Marketing: Video marketing is a top priority, with 71% of marketers planning to increase their YouTube video use and 75% wanting to learn more about YouTube marketing. The most common video length is 1-3 minutes (39%), and horizontal orientation is preferred (68%).

• Live Video Usage: Only 43% of marketers use live video, with Facebook being the most popular platform for this activity (34%).

• Paid Social Media: Facebook remains the dominant platform for paid ads, with 72% of marketers using it. Instagram ad use has increased from 31% in 2018 to 38% in 2019. LinkedIn ads are more popular among B2B marketers.

• B2B vs. B2C Differences: B2C marketers focus more on Facebook and Instagram, while B2B marketers use LinkedIn more frequently. B2B marketers also show higher interest in LinkedIn video marketing.

• Messenger Bots: Interest in Messenger bots has declined significantly, with only 14% currently using them and 32% planning to increase usage. However, 53% have no plans to use them, up from 49% in 2018.

• Platform Trends: Instagram has grown in popularity, while Snapchat and Twitter have declined. YouTube and Pinterest have seen modest increases in usage and interest.

Top Questions Faced by Marketers

• Engagement: Achieving better engagement is now the top concern for marketers.
• Tactics: Marketers are seeking more effective strategies for content creation and distribution.
• Organic Reach: Improving reach without paid promotion is a key focus.
• Customer Acquisition: Strategies to attract new customers through social media.
• Measurement: Understanding how to measure the success of their social media efforts.
• Ads: Optimizing paid ad campaigns for better ROI.
• Video: Leveraging video content effectively across platforms.

Benefits of Social Media Marketing

• Increased Exposure: 93% of marketers reported that social media efforts increased their business exposure.
• Increased Traffic: 87% of marketers saw improved traffic from social media.
• Lead Generation: 74% of marketers with over 12 months of experience reported generating leads.
• Sales Improvement: 72% of marketers saw sales improvement through social media.
• Loyal Fan Base: 71% of marketers developed loyal fan bases.
• Marketplace Insight: 58% of marketers gained more insight into market trends.
• Thought Leadership: 57% of marketers increased their thought leadership efforts.
• Business Partnerships: 56% of marketers formed new business partnerships through social media.

Key Platforms and Trends

Most Used Platforms

• Facebook: 94% of marketers use Facebook.
• Instagram: 73% of marketers use Instagram.
• YouTube: 57% of marketers use YouTube for video marketing.
• LinkedIn: 56% of marketers use LinkedIn, especially for B2B.

Future Intentions

• Facebook: 10% of marketers plan to reduce Facebook organic activities; 51% plan to increase.
• Instagram: 69% of marketers plan to increase Instagram organic activities.
• YouTube: 62% plan to increase YouTube organic activities.
• LinkedIn: 52% plan to increase LinkedIn organic activities.
• Twitter: 35% plan to increase Twitter organic activities.
• Messenger Bots: 32% plan to increase bot activities; 53% have no plans to use them.
• Pinterest: 29% plan to increase Pinterest organic activities.
• Snapchat: Only 9% plan to increase Snapchat organic activities.

Video Marketing Insights

• Average Video Length: Most marketers create videos of 1-3 minutes (39%) or 16-59 seconds (30%).
• Video Orientation: Horizontal orientation is the most popular (68%).
• Live Video Use: 43% of marketers do not use live video, with Facebook being the most popular platform for live video (34%).
• Future Video Plans: Marketers plan to increase use of YouTube (71%), Instagram (69%), and Facebook (68%) for video marketing.

Paid Social Media Insights

• Ad Platforms: Facebook is the most used platform for ads (72%), followed by Instagram (38%).
• Future Ad Plans:
  • Facebook Ads: 59% plan to increase use.
  • Instagram Ads: 55% plan to increase use.
  • YouTube Ads: 40% plan to increase use.
  • LinkedIn Ads: 24% of B2B marketers use LinkedIn ads.
  • Twitter and Pinterest Ads: 84% and 73% respectively have no plans to use these platforms.

Additional Highlights

• ROI Measurement: Marketers are increasingly interested in calculating ROI for their organic activities.
• B2B vs. B2C: B2C marketers are more active on Facebook and Instagram, while B2B marketers focus on LinkedIn.
• Platform Interest: Marketers want to learn more about YouTube and Facebook for video marketing, with B2C showing more interest in Instagram and Facebook.
• Twitch: Marketers are interested in learning more about Twitch, especially for live video.

Conclusion

The report highlights a dynamic shift in social media marketing strategies, emphasizing the importance of video content and the decline of Facebook as the dominant platform. Marketers are increasingly looking to diversify their approach, with a focus on engagement, tactics, and measurement. The insights provided offer a valuable resource for understanding current trends and planning for the future.