SocialMedia-2019年社交媒体营销行业报告（英文）-2019.5-47页.pdf

2019 SOCIAL MEDIA MARKETINGINDUSTRY REPORTHow Marketers Are UsingSocial Media to Grow Their BusinessesM A Y 2 0 1 9B Y M I C H A E L A.S T E L Z N E RCopyright 2019,Social Media Examiner2019 SOCIAL MEDIA Copyright 2019,Social Media ExaminerLetter from the author Hello,fellow marketer!Welcome to our 11th annual report!This is the longest-running social media marketing study.And yes,social media marketing is still changing.This 46-page report contains easy-to-digest insights into how marketers are currently using social media and their future plans.If youre in charge of marketing your business,youll want to closely examine the 60+charts on the following pages.Ill reveal the not-so-obvious findings in this data-rich content.The report covers all of the major social platforms,organic and paid activities,content marketing,and much more.More than 4,800 of your fellow marketers provided the kinds of insights you wont find elsewhere.I hope you enjoy it!If you find value in this report,please let your peers know about it.You can find the original page for the report here:https:/ my best!Michael A.StelznerFounder,Social Media ExaminerHost,Social Media Marketing podcast 2019 Social Media MarketingSocialMediaEPage of 246Industry Report 2019 Social Media Examiner Table of contentsEXECUTIVE SUMMARY4.MAJOR FINDINGS5.TOP QUESTIONS FACED BY SOCIAL MEDIA MARKETERS6.BENEFITS OF SOCIAL MEDIA MARKETING7.COMMONLY USED SOCIAL MEDIA PLATFORMS11.THE MOST IMPORTANT SOCIAL PLATFORM FOR MARKETERS IS.15.THE RISE AND FALL OF SOCIAL PLATFORMS17.ORGANIC SOCIAL MEDIA POSTING18.SOCIAL MEDIA PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT26.VIDEO CHANNELS USED BY MARKETERS27.AVERAGE VIDEO LENGTH28.VIDEO ORIENTATION29.LIVE VIDEO USE30.AVERAGE LIVE VIDEO LENGTH31.HOW WILL MARKETERS CHANGE THEIR FUTURE VIDEO MARKETING ACTIVITIES?32.VIDEO PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT34.SOCIAL MEDIA ADS35.HOW WILL MARKETERS CHANGE THEIR FUTURE SOCIAL MEDIA AD ACTIVITIES?36.SOCIAL MEDIA AD PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT38.MEASURING ROI OF ORGANIC SOCIAL ACTIVITIES39.FACEBOOK ANALYTICS INSIGHT40.GOOGLE ANALYTICS INSIGHT41.SURVEY PARTICIPANT DEMOGRAPHICS42.ABOUT MICHAEL A.STELZNER46.2019 Social Media Marketing SocialMediaE Page?of?346Industry Report 2019 Social Media Examiner Executive summaryThis study surveyed more than 4,800 marketers with the goal of understanding how theyre using social media to grow and promote their businesses.On the following pages,youll discover:The top social media questions marketers want answered:We reveal the big questions todays marketing pros want answered.The benefits of social media marketing:This section of our study reveals all of the major advantages marketers are achieving with their social media efforts.We also look at how years of experience affect the results.Most-used social media platforms:Discover which platforms marketers are using now and how their usage will change over the next 12 months.We also examine which platforms experienced marketers are using and the most important platforms for marketers.Organic social media posting:We explore how marketers plan on changing their future organic activities by platform.Video marketing:We reveal the video channels most popular with marketers,the length and orientation of their videos,their use of live video,and how they plan on changing their video marketing over the next 12 months.Paid social media:We reveal the social advertising platforms marketers are using,how their use of ads has changed in the last year,and which ad platforms they plan to focus on in the next 12 months.Other analyses:We examine marketers ability to calculate return on investment(ROI)and their interest in analytics.In addition,we take a look at how business-to-business(B2B)companies differ from business-to-consumer(B2C)companies.We also highlight significant changes since our 2018 study.2019 Social Media Marketing SocialMediaE Page?of?446Industry Report 2019 Social Media Examiner Major findingsHeres a quick summary of some of our more interesting findings:Facebook declining:Theres a clear indication that marketers are diversifying away from Facebook.For the first time in the last 5 years,Facebook lost share as the most important platform for marketers,dropping from 67%in 2018 to 61%in 2019.One in ten marketers indicated theyll be decreasing their organic marketing on Facebook.Only 51%of marketers plan on increasing their Facebook organic activities,down from 62%in 2018.Interest in Messenger bots declining:Messenger bots havent caught on with marketers.Only 14%of marketers are using bots(down from 15%in 2018).Only 32%of marketers plan on increasing their bot activities,down from 39%in 2018.Interest in learning more about Messenger bots dropped to 45%from 70%in 2018.Instagram is hot:Seventy-three percent of marketers are using Instagram,up from 66%in 2018.Its the second most important social platform for marketing(behind Facebook)and surpassed LinkedIn for the first time.A significant 69%of marketers plan on increasing their Instagram organic activities over the next 12 months.Instagram is the number-one platform marketers want to learn more about,surpassing Facebook for the first time.Engagement matters most:For the first time in our study,how to achieve better engagement is the top question marketers want answered.This is likely in reaction to Facebook news feed changes made in early 2018 that incentivize meaningful social interactions.YouTube interest is high:A significant 71%of marketers plan on increasing their use of YouTube video and 75%want to learn more about marketing on the platform.YouTube is the number-one video channel,used by 57%of marketers.Facebook dominance still strong:A very significant 94%of marketers use Facebook(followed by Instagram at 73%).Sixty-one percent of marketers claim Facebook is their most important social platform.Facebook ads are used by 72%of marketers and 59%plan on increasing their use of Facebook ads over the next 12 months.The above summary is just a taste of whats in this report.On the following pages,youll find 60+charts that visually convey some fascinating findings.2019 Social Media Marketing SocialMediaE Page?of?546Industry Report 2019 Social Media Examiner Top questions faced by social media marketers We asked marketers whether theyd like answers to broad social marketing questions.The graph below indicates the percentage who agreed or strongly agreed that they were seeking answers to these questions.At least 85%of marketers surveyed were interested in answers to all of the following questions:This can be summarized with the following keywords:1.Engagement 2.Tactics3.Organic Reach4.Customer Acquisition 5.Measurement6.Ads7.VideoFor the first time ever,achieving better engagement is the top question marketers want answered.2019 Social Media MarketingSocialMediaEPage of 646Industry Report 2019 Social Media Examiner Benefits of social media marketingA significant 93%of all marketers indicated that their social media eorts have generated more exposure for their businesses.Increased tra#c was the second major benefit,with 87%reporting positive results.These benefits have remained in the top two spots for the last 5 years.All of the benefits have improved since 2018:Increased exposure grew to 93%from 87%.Increased tra#c improved to 87%from 78%.Generated leads increased to 74%from 64%.Improved sales rose to 72%from 53%.Developed loyal fans grew to 71%from 63%.Provided marketplace insight expanded to 58%from 54%.Increased thought leadership increased to 57%from 46%.Grew business partnerships improved to 56%from 49%.A question that naturally emerges from the above chart is,Are marketers whove been using social media for years achieving better results?The following charts address this question.2019 Social Media MarketingSocialMediaEPage of 746Industry Report 2019 Social Media Examiner Improved salesA large percentage of marketers find better sales results with more years of social media experience.For example,more than 70%of marketers whove been using social media for more than 12 months report it helped them improve sales.In the past,using social media for selling was a big challenge for marketers.It appears that most have overcome this issue.Increased exposure Nearly all marketers(91%+)whove been using social media marketing for 1 year or longer report it generates exposure for their businesses.Grew business partnerships Using social media to grow partnerships seems to be underused by most marketers.2019 Social Media MarketingSocialMediaEPage of 846Industry Report 2019 Social Media Examiner Generated leadsMore than two-thirds of marketers with more than 12 months of social media marketing experience were generating leads with social platforms.Increased tracThose whove used social media for 1 year or longer reported substantially better results driving tra#c(86%+reported benefits),compared with those with less experience.Provided marketplace insightThere doesnt appear to be much of a change in this benefit based on years of experience.2019 Social Media MarketingSocialMediaEPage of 946Industry Report 2019 Social Media Examiner Developed loyal fansBuilding a loyal fan base seems to be an advantage that improves over time.Increased thought leadershipOnly those with the most experience(5+years)have seen real success with building thought leadership.2019 Social Media MarketingSocialMediaEPage of 1046Industry Report 2019 Social Media Examiner Commonly used social media platformsFacebook and Instagram are the top two platforms used by marketers,by a long shot.All other platforms lag behind these top two.NOTABLE CHANGES SINCE 2018Instagram grew from 66%.Twitter fell from 62%.LinkedIn expanded from 56%.YouTube moved up from 50%.Pinterest rose slightly from 27%.Snapchat declined from 8%.2019 Social Media MarketingSocialMediaEPage of 1146Industry Report 2019 Social Media Examiner Platform use:Beginners vs.advanced marketersHeres a close examination of which social channels experienced social media marketers are using(the green bars:more than 5 years experience),compared to those just getting started(the blue bars:less than 12 months experience).New social media marketers mostly focus on Facebook(89%)and Instagram(63%).The most experienced marketers are highly diversified.2019 Social Media MarketingSocialMediaEPage of 1246Industry Report 2019 Social Media Examiner Platform use:B2C marketersThis chart shows that nearly all business-to-consumer(B2C)marketers are focused on Facebook.Interestingly,B2C marketers reduced their use of Twitter(down from 62%in 2018)and increased their use of Instagram(up from 72%in 2018).2019 Social Media MarketingSocialMediaEPage of 1346Industry Report 2019 Social Media Examiner Platform use:B2B marketersThis chart shows that most business-to-business(B2B)marketers use Facebook and a significant percentage use LinkedIn.B2B marketers have increased their use of Instagram in the last year,up from 57%in 2018.2019 Social Media MarketingSocialMediaEPage of 1446Industry Report 2019 Social Media Examiner A World-Class Conference in Americas Finest City:San Diego,CaliforniaVisit SocialMediaE thousands of fellow marketers and influencers at the mega-conference designed to empower you with business-building ideasbrought to you by Social Media Examiner.CLICK HERE FOR DETAILSThe most important social platform for marketers is.We asked marketers to select the single most important social platform for their business.Because only one choice was allowed,the findings are revealing.Most marketers(61%)chose Facebook as their most important platform.This chart clearly reveals Facebook is still the primary platform for marketers.NOTABLE CHANGES SINCE 2018Facebook dropped from 67%.Instagram jumped from the#3 slot to the#2 slot,up from 10%.LinkedIn lost the#2 slot,but grew from 12%.YouTube grew to the#4 slot,up from 4%.2019 Social Media MarketingSocialMediaEPage of 1546Industry Report 2019 Social Media Examiner B2B vs.B2CNotice the fascinating dierences between B2B-and B2C-focused marketers.Clearly,Facebook dominates in the B2C space(69%of marketers select it as their number-one choice).However,for B2B marketers,Facebook also grabs the most important slot,surpassing LinkedIn.Facebook dropped from 75%of B2C claiming it was their most important platform in 2018 to 69%in 2019.B2B B2C 2019 Social Media MarketingSocialMediaEPage of 1646Industry Report 2019 Social Media Examiner The rise and fall of social platformsHere we show the top four social platforms that marketers deem most important over a 5-year period.For the first time in the last 5 years,Facebook lost share as the most important platform for marketers,dropping from 67%in 2018 to 61%in 2019.The rise of Instagram can be clearly seen(blue),alongside the decline in Twitter(yellow).2019 Social Media MarketingSocialMediaEPage of 1746Industry Report 2019 Social Media Examiner Organic social media posting We asked marketers how their organic posting activities will change over the next 12 months.Heres a breakdown by social media channel:Future Facebook plansOur research shows that 10%of marketers indicated theyll be decreasing their organic marketing on Facebook.This is greater than for any other platform.Fifty-one percent of marketers plan on increasing their Facebook organic activities,a drop from 62%in 2018.Yet,as shown earlier,Facebook is still the most important social network for most marketers.2019 Social Media MarketingSocialMediaEPage of 1846Industry Report 2019 Social Media Examiner Future Instagram plansOur research shows a significant 69%of marketers plan on increasing their Instagram organic activities over the next 12 months,up from 66%in 2018.Seventy-three percent of B2C marketers plan on increasing Instagram organic activities,compared to 65%of B2B.2019 Social Media MarketingSocialMediaEPage of 1946Industry Report 2019 Social Media Examiner Future YouTube plansA significant 62%of marketers plan on increasing their YouTube organic activities over the next 12 months.This is an increase from 2018 when 58%of marketers planned on doing more organically with YouTube.Note that on page 32,we asked this question in a dierent way and 72%of marketers indicated they plan to increase their YouTube video marketing eorts.2019 Social Media MarketingSocialMediaEPage of 2046Industry Report 2019 Social Media Examiner Future LinkedIn plansMore than half of marketers(52%)plan on increasing their LinkedIn organic activitiesover the next 12 months,up 1%from 2018.Seventy percent of B2B plan on increasing LinkedIn organic activities,compared to 44%of B2C.2019 Social Media MarketingSocialMediaEPage of 2146Industry Report 2019 Social Media Examiner Future Twitter plansAbout one in three(35%)marketers plan on increasing their Twitter organic activities over the next 12 months,down from 44%in 2018.2019 Social Media MarketingSocialMediaEPage of 2246Industry Report 2019 Social Media Examiner Future Messenger 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