2019社_交媒体趋势（英文版）_30页_18mb

Social Media Trends 2019 Summary

Core Content

The 2019 Social Media Trends report highlights the ongoing transformation of the social media landscape, focusing on how platforms are adapting to challenges in advertising, algorithms, and user trust. It explores the evolution of social commerce, the emergence of strategic partnerships, and the diversification of revenue models for major social networks.

Main Points

1. The Advertising Model Reinvents Itself

• Facebook's Dominance: Facebook remains a dominant player in the digital advertising market, with over 20% of the market share and projected ad revenue of nearly $70 billion in 2019.
• Crisis and Response: Facebook faced multiple crises in 2018, including data breaches and fake news scandals, prompting new practices to restore trust.
• Diversification Efforts: To reduce reliance on targeted advertising, Facebook is exploring alternative monetization methods, such as:
  • A paid version of WhatsApp for professionals.
  • Subscription-based models for its platforms.
  • Hardware ventures like smart speakers (Portal, Portal+) and a satellite internet project (Athena).
• Innovative Ad Formats: The use of AR, AI, and interactive formats (e.g., Canvas, lenses, filters) is increasing the personalization and engagement of social ads.

2. A Two-Speed World of Social Platforms

• Algorithmic Influence: Social media algorithms are shaping user behavior and content consumption, often in ways that are difficult to control.
• Reputational Risks: The spread of fake news and algorithmic biases has led to a decline in trust in social media as news sources.
• De-Algorithmisation: Some platforms are moving towards non-algorithmic models, such as:
  • Twitter: Introduced an option to disable the algorithm and restore the original timeline.
  • YouTube: Made its app non-algorithmic in April 2019.
  • Facebook: Removed the "trending" feature and is exploring more transparent content curation.
• Consumer Demand: Users are seeking more autonomy in content consumption, pushing platforms to offer alternative models.

3. Dedicated Platforms and "Social by Design"

• New Social Platforms: Several brands are creating their own dedicated platforms to engage with their communities, such as:
  • Kiabi launched "We are Kiabi" as a social network.
  • Niantic added a social layer to its games through the acquisition of Everton.
  • Amazon introduced Spark and a dedicated social network for Kindle users.
• Shift in Focus: These platforms are no longer standalone social networks but are integrated into existing services, emphasizing "social by design" rather than complete autonomy.
• Privacy by Design: The concept of integrating privacy considerations into the design of platforms is becoming more widespread, especially with the influence of GDPR.

4. Multifaceted Approaches in Social Commerce

• Four Major Approaches:
  1. In-app Features: Platforms like Facebook, Instagram, and Pinterest are enhancing their apps with e-commerce capabilities.
  2. Shoppable Content: Features like Instagram Shopping, Snapchat Shoppable AR, and Pinterest's "Shop the Look" allow users to make purchases directly from content.
  3. Community-Driven Commerce: Pinduoduo in China exemplifies this, using group buying and community interaction to drive sales.
  4. New User Experiences: Social commerce is evolving into a more interactive and personalized experience.
• Pinterest's Edge: Pinterest stands out for its "pre-sale" model, where users plan purchases based on inspiration, leading to high conversion rates (87% of users have made purchases from Pinterest content).

5. Strategic Partnerships Flourish

• Diversification Strategy: Platforms are forming strategic partnerships to expand into new sectors and enhance functionality.
• Notable Collaborations:
  • Data Transfer Project: An open-source initiative by Google, Microsoft, Twitter, and Facebook to improve user data control.
  • Snapchat & Amazon: A partnership to enable shoppable content via image recognition.
  • Twitch & AR Lenses: Twitch is integrating AR lenses to enhance user experience.
  • YouTube & Eventbrite: Strengthening their alliance with Ticketmaster to capture 70% of the US ticketing market.
• Future Directions: These partnerships are expected to accelerate in 2019 and beyond, especially in areas like health, education, and banking.

6. Branded Influencer Fatigue

• Influencer Marketing Shift: Consumers are becoming more skeptical of branded content, leading to a shift towards peer-to-peer recommendations.
• Micro-Influencers: Brands are increasingly relying on micro-influencers and user-generated content (UGC) to build trust and visibility.
• Challenges: The rise of adblockers and declining organic reach on platforms like Facebook have forced brands to rethink their influencer strategies.

Key Takeaways

• Diversification is Key: Social media companies are exploring new revenue streams beyond advertising, including subscriptions, hardware, and partnerships.
• Algorithm Transparency: There is a growing push for more transparent and ethical algorithmic practices to restore user trust.
• Social by Design: Social platforms are evolving to be more integrated into user experiences, emphasizing community and personalization.
• Influencer Evolution: The influencer marketing model is shifting towards more authentic and community-driven engagement.
• Global Influence: In China, social commerce is more deeply embedded in the user experience, offering valuable insights for global brands.

Why This Is Important

• The social media landscape is becoming more complex, with platforms evolving into tech conglomerates.
• Brands must reinvest in owned media and strategic partnerships to remain relevant.
• User autonomy and privacy are becoming central to platform design and consumer trust.
• The future of social media will likely involve a mix of algorithmic and non-algorithmic models, as well as a broader range of services beyond social interaction.