2019社交_媒体趋势_关于社_交媒体最新全球趋势（英文版）_36页_1mb

2019 Social Media Trends Summary

Core Content

Hootsuite's 2019 Social Trends Report outlines five key trends shaping the social media landscape for brands in the year ahead. The report is based on a survey of 3,255 Hootsuite business customers and insights from industry experts. It highlights the evolving nature of social media, emphasizing the need for brands to adapt to new formats, audience expectations, and the increasing importance of trust and engagement.

Main Trends

1. Rebuilding Trust

• Context: 2018 saw a crisis in social media trust, notably due to the Cambridge Analytica scandal and regulatory scrutiny. This has led to a shift where users prefer authentic, peer-driven engagement over traditional influencer marketing.
• Consumer Behavior: 60% of people no longer trust social media networks. Trust is now returning to immediate friends, family, and local communities.
• Key Takeaways:
  • Brands must focus on transparency, quality engagement, and authenticity.
  • Users demand more value in exchange for their time and information.
  • Engaging with communities and using peer voices can help rebuild trust.
• Best-in-Class Examples:
  • Condé Nast: Created a Facebook Group for a passionate community, fostering organic dialogue.
  • Adidas: Partnered with micro-influencers to create more authentic and localized engagement.
  • British Museum: Used Facebook Live sessions with in-house experts to educate and build trust.

2. Storifying Social

• Context: Social media is shifting from text-based platforms to mobile-first experiences, with Stories becoming a dominant format. These are ephemeral, visual, and designed for real-time interaction.
• Consumer Behavior: 64% of brands have either implemented or plan to implement Instagram Stories in their strategy. Stories are growing 15x faster than feed-based sharing.
• Key Takeaways:
  • Stories offer a more personal and spontaneous way to engage with audiences.
  • Brands should experiment with raw, unpolished content that feels real and authentic.
  • Highlights feature allows brands to save high-performing Stories for longer exposure.
• Best-in-Class Examples:
  • The Guardian: Found that spontaneous, low-fi Stories performed better than highly produced ones.
  • WeWork: Shared behind-the-scenes content and allowed members to take over Stories, enhancing community connection.
  • Dunkin' Donuts: Used branded Giphy stickers to create interactive and engaging Story content.

3. Closing the Ads Gap

• Context: Paid social media advertising is becoming more competitive, with rising costs and declining organic reach. Brands are now required to invest more in creative, personalized ad content.
• Consumer Behavior: 78% of respondents have invested in or plan to invest in social advertising. CTR costs on Facebook increased by 61%, and CPM costs jumped 112%.
• Key Takeaways:
  • Paid ads must be paired with creative and targeted content to stand out.
  • Brands should use A/B testing and cross-platform content creators to enhance ad performance.
  • Organic reach is declining, and paid media is becoming essential for visibility.
• Best-in-Class Examples:
  • Spotify: Created culturally relevant campaigns like "Black History Is Happening Now" that inspire and engage audiences.
  • Netflix: Combined online ads with in-person events to create a cohesive and immersive experience.
  • Tropicana: Used Instagram Stories to deliver how-to content that boosted ad recall and purchase intent.

Key Statistics

• 60% of people no longer trust social media networks.
• 71% of people believe social media should support high-quality journalism.
• 50% of respondents cite personalization as a key challenge.
• 52% of brands cite a lack of video creation skills and budget as a challenge.
• 58% of brands cite Facebook's algorithm volatility as a problem.
• 64% of brands have implemented or plan to implement Instagram Stories.

Hootsuite Recommendations

Getting Started

• Start experimenting with Stories: 4 out of 5 major brands are already using Stories. Brands should begin testing different formats.
• Create Story-specific content: Use raw, unedited, and live-action content to match the Story aesthetic.
• Use the Highlights feature: Save high-performing Stories for longer visibility.
• Tap into your team's creative resources: Encourage collaboration between video, photography, and design teams.

Going Pro

• Get creative with Story structures: Use tutorials, behind-the-scenes content, takeovers, and Q&A sessions to engage audiences.
• Add UTMs to Story links: Track engagement and user behavior with UTM codes.
• Get in early with Facebook Stories: Only 9% of major brands use Facebook Stories, but early adopters may benefit from the format's potential.
• Experiment with AR and GIFs: Use augmented reality and custom GIFs to enhance Story content and create unique experiences.

Conclusion

2019 marks a pivotal year for brands navigating the social media landscape. With increasing skepticism, the rise of Stories, and the competitive ad environment, brands must focus on authenticity, personalization, and creativity to build trust and drive engagement. The report encourages brands to embrace new formats, leverage peer voices, and invest in both organic and paid strategies to thrive in this evolving space.