Socialbakers-2020年Q3社交媒体趋势报告（英文）-2020.12-44页_11mb

Social Media Trends Report - Q3 2020 Summary

Core Content

The Social Media Trends Report Q3 2020 provides an in-depth analysis of the impact of the pandemic on digital marketing, highlighting significant shifts in ad spending, user engagement, and influencer marketing strategies.

Main Points

Advertising Trends

• Global Ad Spend Increase: Social media ad spend rose by 56.4% in Q3 2020 compared to Q2 2020, with North America seeing the highest increase at 61.7%.
• Ad Spend by Industry: The average ad spend across industries increased by 38.9% in Q3 2020. Notable increases included FMCG Food (61.3%), Auto (59.4%), Finance (35.3%), and Ecommerce (27.5%).
• Cost Per Click (CPC): Global CPC increased by 42.4% in Q3 2020. Latin America saw the highest increase at 44.8%, while Northern America increased by 19.5%.
• Ad Spend by Platform: 75.9% of ad spend went to the main feeds on Facebook and Instagram. Instagram Feed and Instagram Stories also saw significant increases in spend.
• Ad Performance: Facebook News Feed had the highest click-through rate (CTR) at 1.82%, while Instagram Carousel was the most engaging format with 188 median post interactions.
• Video Trends: Very long videos (over 5 minutes) achieved the highest reach on Facebook, while long videos (over 65 seconds) had the best performance index at 23.2%.

Organic Engagement

• Instagram Audience Growth: The total audience size of the top 50 brand profiles was 34.7% larger on Instagram than on Facebook in Q3 2020.
• Engagement Levels: Instagram had 22x more interactions than Facebook. Ecommerce and Fashion were the top industries for interactions on both platforms.
• Video Usage: Instagram and Facebook saw a slight increase in video content compared to Q3 2019. Twitter also saw an increase in video usage.
• Facebook Live: Facebook Live posts generated twice the interactions of regular videos. However, its usage decreased slightly in Q3 2020 compared to Q2 2020.
• Time Online: Facebook users in Europe spent more time online in the mornings, with a 98% increase in fans online at 5 a.m. on Fridays compared to March 2020.

Influencer Marketing

• #Ad Usage: The number of influencers using #ad increased by 10.6% in Q3 2020 compared to Q3 2019. However, it slightly decreased in September compared to the previous year.
• Top Influencers: The top influencers in Q3 2020 were Mridul Sharma (India), Julie W (France), and Pamela Pedroza (US), with Kanaan Pitan (UK) being the only male influencer in the top six.
• Top Brands Mentioned: iDeal Of Sweden was the top brand mentioned by influencers, with 1,949 mentions from 1,301 influencers. Walmart followed closely with 1,068 mentions from 720 influencers.
• Effective Campaigns: BT had the best influencer marketing efficiency in Q3 2020 with a cooperation efficiency of 176,172.96x, indicating that influencer posts generated significantly more interactions than brand posts.

Key Takeaways

• Ad Spend Growth: Marketers are increasingly confident in digital channels, with ad spend returning to pre-pandemic levels.
• Platform Preferences: Instagram and Facebook remain the primary platforms for ad spend, with Instagram Feed and Instagram Stories being the most popular placements.
• User Behavior Shifts: Time spent online has returned to pre-pandemic levels, but the timing of engagement has shifted, with more activity in the mornings.
• Video Performance: Longer videos perform better on both platforms, especially on Facebook, where very long videos achieved the highest reach and long videos had the best performance index.
• Influencer Impact: Influencer marketing remains a powerful tool, with #ad usage and effective campaigns showing strong engagement potential.
• Audience Research: Marketers should focus on understanding audience behavior and adapting their strategies accordingly to maintain relevance and engagement.

Conclusion

The Q3 2020 report highlights a recovery in social media ad spending, with a notable return to pre-pandemic levels. It also underscores the importance of adapting to new user behaviors, such as increased morning engagement and the effectiveness of long-form video content. Influencer marketing continues to play a crucial role, with brands like iDeal Of Sweden and Walmart leading in mentions and BT excelling in campaign efficiency. Overall, the report emphasizes the need for brands to remain agile and data-driven in their digital strategies.