2019年社交媒体营销行业报告（英文版）_47页_15mb

2019 Social Media Marketing Industry Report Summary

Core Content Overview

This report provides an in-depth analysis of how marketers are using social media to grow and promote their businesses. It is based on a survey of over 4,800 marketers and highlights trends, challenges, and future plans in the social media marketing space.

Major Findings

• Facebook Declining: Facebook lost its position as the most important platform for marketers, dropping from 67% in 2018 to 61% in 2019. Marketers are shifting their focus to other platforms.
• Instagram Rising: Instagram became the second most important platform and the most popular for marketers to learn more about, with 73% of marketers using it and 69% planning to increase their organic activities on the platform.
• Engagement Matters Most: Achieving better engagement is now the top question marketers want answered, likely due to changes in Facebook's news feed algorithm.
• Video Marketing Growth: Marketers are increasingly using video, with YouTube being the top video channel (57%), followed by Facebook native videos (50%). A significant majority (71%) plan to increase YouTube video marketing, and 75% want to learn more about it.
• Paid Social Media: Facebook remains the dominant platform for social media ads, used by 72% of marketers, with 59% planning to increase their ad spend on it. Instagram and LinkedIn are also gaining traction in ad usage.
• Platform Usage Differences: B2C marketers focus more on Facebook and Instagram, while B2B marketers show higher interest in LinkedIn and YouTube for both organic and paid activities.

Top Questions Faced by Marketers

Marketers are primarily concerned with the following areas:

• Engagement
• Tactics
• Organic Reach
• Customer Acquisition
• Measurement
• Ads
• Video

Benefits of Social Media Marketing

Marketers reported the following benefits from their social media efforts:

• Increased Exposure: 93% of marketers indicated this as a benefit.
• Increased Traffic: 87% reported positive results.
• Generated Leads: 74% of marketers with over 12 months of experience reported success.
• Improved Sales: 72% of marketers with over 12 months of experience saw improvements.
• Developed Loyal Fans: 71% of marketers with over 12 months of experience reported this benefit.
• Provided Marketplace Insight: 58% of marketers reported this benefit.
• Increased Thought Leadership: 57% of marketers with over 5 years of experience achieved this.
• Grew Business Partnerships: 56% of marketers with over 12 months of experience saw this benefit.

Future Plans for Platform Use

Video Marketing Insights

• Average Video Length: Most marketers (80%) create videos that are 3 minutes or less, with the most popular lengths being 1-3 minutes (39%) and 16-59 seconds (30%).
• Video Orientation: Horizontal videos are the most popular (68%).
• Live Video Use: Only 43% of marketers use live video, with Facebook being the most popular platform for live video (34%).

Notable Changes Since 2018

• Instagram: Grew from 66% to 73%.
• Twitter: Declined from 62% to 51%.
• LinkedIn: Increased from 56% to 61%.
• YouTube: Increased from 50% to 57%.
• Pinterest: Rose slightly from 27% to 29%.
• Snapchat: Declined from 16% to 9%.
• Messenger Bots: Interest dropped from 70% to 45%.

Platform Use by Experience Level

• Beginners: Focus mainly on Facebook (89%) and Instagram (63%).
• Experienced Marketers: Highly diversified, with significant use of YouTube, LinkedIn, and other platforms.

B2B vs. B2C Usage

• B2C Marketers: More focused on Facebook and Instagram for both organic and paid activities.
• B2B Marketers: Show greater interest in LinkedIn and YouTube for video marketing and ad strategies.

Summary of Key Trends

• Shift in Platform Priorities: Facebook is still the most important platform, but its dominance is waning as marketers explore other channels.
• Growth of Video Marketing: Video is becoming a central part of social media strategy, with a focus on YouTube, Instagram, and Facebook.
• Decrease in Messenger Bot Usage: Interest in Messenger bots is declining, with only 14% currently using them.
• Interest in Analytics and ROI: Marketers are increasingly interested in measuring the ROI of their social media activities and analytics tools.

Additional Insights

• The report includes over 60 charts that provide visual data on various aspects of social media marketing.
• Marketers are looking for tools and resources to improve their social media performance, including SEMrush's Social Media Toolkit.
• The report highlights the importance of adapting to changes in social media algorithms and user behavior.

Conclusion

This report outlines the evolving landscape of social media marketing, emphasizing the shift from Facebook to other platforms, the growing importance of video, and the need for marketers to adapt their strategies to stay competitive. It serves as a valuable resource for understanding current trends and planning for the future.