2018社交媒体营销行业报告英文版_44页_5mb

报告摘要

2018 Social Media Marketing Industry Report Summary

Core Content Overview

This report, published by Social Media Examiner in May 2018, is based on a survey of over 5,700 marketers. It provides insights into how marketers are currently using social media to grow their businesses, their future plans, and the effectiveness of various strategies across different platforms and industries.

Major Findings

Facebook Uncertainty: Only 49% of marketers feel their Facebook marketing is effective, and 52% reported a decline in organic reach over the last year. However, 62% plan to increase their organic activities on Facebook in the next year.
Shift in Focus: Generating leads has become more important than cultivating a loyal fan base, indicating a trend towards metrics and automation.
Platform Dominance: Facebook remains the most important platform for marketers, with 94% using it. Instagram and Twitter are also widely used, with 66% and 31% respectively.
ROI Measurement: Only 44% of marketers can measure ROI for their social media activities, an increase from 38% in 2017.
Content Trends: Visual assets (80%) and video (63%) are the most commonly used content types, with live video gaining traction at 35%. Blogging is more important for B2B marketers (36%) than B2C (22%).

Social Media Marketing Experience

Experience Levels: 72% of marketers have at least 2 years of experience.
Effectiveness with Experience: Marketers with more experience report better outcomes in terms of sales, exposure, and partnerships.
B2B vs. B2C: B2B marketers are more likely to use LinkedIn and report benefits such as competitor insight and thought leadership.

Platform Use Trends

Current Use: Facebook is the most used platform (94%), followed by Instagram (66%) and Twitter (31%).
Future Plans: Marketers plan to increase activities on Facebook (62%), Instagram (66%), and YouTube (58%) over the next 12 months.
Beginner vs. Advanced Marketers: Newcomers focus on Facebook and Instagram, while experienced marketers are more diversified.
B2C Focus: B2C marketers primarily use Facebook, while B2B marketers use Facebook and LinkedIn.

Paid Social Media

Ad Platforms: Facebook (72%) and Instagram (31%) are the most used platforms for paid social media.
B2C vs. B2B: B2C marketers use Facebook ads more (76%) than B2B (66%). B2B marketers use LinkedIn ads more (21%) than B2C (8%).
Ad Changes: Marketers increased their use of Facebook and Instagram ads in the last year.
Future Plans: Marketers plan to increase use of Facebook (67%), Instagram (53%), and Facebook Messenger (41%) ads. Pinterest and Snapchat ads are less likely to be used in the future.

Facebook Messenger Bots

Current Use: Only 15% of marketers use Facebook Messenger bots.
Future Plans: 51% plan to use Messenger bots in the next year.

Influencer Collaboration

Current Use: 61% of marketers do not work with influencers.
Future Plans: The report does not provide detailed future plans for influencer work.

Content Marketing

Commonly Used Content: Visual assets (80%), video (63%), and live video (35%) are the most used content types.
Future Content Plans: Marketers plan to increase use of videos (77%), visuals (68%), live video (63%), blogging (57%), and podcasting (25%).
Content Interest: Marketers want to learn more about creating videos, live video, and visuals. B2C marketers are more interested in live video than B2B.

Survey Demographics

Methodology: The survey was conducted via email to 450,000 marketers, resulting in 5,726 responses.
Demographic Breakdown: Detailed demographic data is available on pages 41-43 of the report.

Key Takeaways

Facebook Dominance: Facebook remains the primary platform for marketers, with strong usage and future interest.
Content Evolution: Visual content and video are becoming increasingly important, with live video on the rise.
ROI Challenges: Measuring ROI remains a challenge, with only 44% of marketers able to do so effectively.
B2B vs. B2C Differences: B2B marketers use LinkedIn more and value blogging and thought leadership, while B2C marketers focus on Facebook and visual content.

Conclusion

The 2018 report highlights the evolving landscape of social media marketing, emphasizing the continued dominance of Facebook, the growing importance of video and visual content, and the challenges in measuring ROI. It also underscores the differences in strategies between B2B and B2C marketers, with B2B leaning more towards LinkedIn and professional content types. Marketers are increasingly looking to expand their use of paid social media and explore new platforms like YouTube and Messenger bots.

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