social media trends 2016

Social Media Trends You Need to Know for 2016

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Social Media Trends You Need to Know for 2016 North America: @HootBusiness Asia Pacific: @HootsuiteAPAC United Kingdom: @Hootsuite_UK

WEBINAR: SOCIAL MEDIA ESSENTIALS 2016 EDITION


Webinar Moderator

Chelsey Perrella Product Marketing Specialist, Hootsuite

@chelseyperrella


Submit your questions via the chat box in the ReadyTalk Console


Webinar Tools

Hootsuite Guide Social Media Strategy Guide ow.ly/Vmbye

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Resources

Ashley Jane Brookes Director, Brand & Social,

Hootsuite @ashjbee

Jenny Heinrich Vice President, Digital Strategy,

Edelman @jennyheinrich


Today’s Speakers

1.  The landscape in 2015

2.  Trends Hootsuite sees for 2016

3.  Audience Q&A


Today’s Agenda


Hootsuite @ashjbee


Hootsuite Speaker

Consumerization

The following paved the way for our 2016 trends:

Fragmentation

Mobile First

The Landscape in 2015


Active Users of the Top Social Platforms and Messaging Tools, by Age

16-24 25-34 35-44 45-54 55-64

Tumblr Instagram YouTube Pinterest Google+ Twitter Facebook LinkedIn

Snapchat Kik Wechat Line Facebook Messenger

Viber Whatsapp Skype Kakao

2015 Landscape, Demographics

Source: Global Web Index Q4 2014

2. Channel feature sets are converging

1. Social is the new front door

4. Video is king 3. #socialbusiness FINALLY happens

5. Spend on Influence


Hootsuite Trends for 2016

Social is the new front door.

Trend 1:

Brands are investing in reaching customers where they are: Social, and therefore, mobile.


Reaching Consumers on Social

Percentage of marketers growing their social media advertising budgets in 2015

The amount marketers will spend by the end of 2015 to reach customers on social media

Growth in social media advertising budgets in 2015

70%

$24 billion

33% YoY

+

Data source: emarketer, marketingland, recode

Reaching Consumers on Mobile

Projected Worldwide Mobile Ad Spend

$43

$101

$167 $196

$69

$134

2016 2018 2015 2017 2019

$19

2013 2014

Source: emarketer

Reaching Consumers on Mobile

Mobile as a Percentage of Total Digital Ad Spend

16% 29.4% 40.2% 51.1% 59.4%

2013 2014 2015 2016 2017

Source: emarketer

“Apps are trying to flatten the funnel so everything is right there at the point of discovery.” Patrick Collision, Stripe Co-Founder

The convergence of feature sets.

Trend 2:

While channels are increasingly fragmented, the feature sets offered by each are actually converging.


Top Apps Usage (Time)

Rank

App

Facebook WhatsApp Instagram Viber Messenger Line Kakao Talk

WeChat Twitter Clash Of Clans

1 2 4 6 3 5 7 9 8 10

Source: Mary Meeker Report 2015


The App That Killed SMS

Sources: Portio Research; a16z

SMS WhatsApp


Messaging Investments & Innovation



In-Demand Features

Direct Messaging

Content Discovery

Photo, Video, Animation

Fastest Growing Apps

Source: Statista

Work is now social.

Trend 3:

The long-awaited transformation of workplace communication promised by social media is here.


Source: IDC


Social’s Taken Over the Office


Consumer Social at Work

“To remain competitive in today’s digital landscape, organizations need to foster a socially-savvy workforce by implementing and supporting a social and digital training program for all employees.” Ambrosia Vertesi Global VP Human Resources Leader @ Hootsuite

All Brands are Social ●  Recruiting: 66% of CEOs say that the absence of necessary skills

is their biggest talent challenge

●  Brand: 47% of Millennials say a prospective employer’s online reputation matters as much as the job it offers

●  Retention: 40% of employees who receive poor job training leave their positions within the first year

Source: LinkedIn


Edelman Speaker




Video dominates on social.

Trend 4:

Video continues to grow its share of our attention on social media, even as it fragments across multiple channels.


6 billion Years it would take to watch all the video that will be shared every month in 2019

5 million Hours of video watched by YouTube users every month

+50% YoY Percentage of global Internet traffic that will be attributed to video by 2019

80%

The Internet is Video

Daily video views on Snapchat (3X growth from May to November 2015)


Facebook vs. YouTube

YouTube

Facebook

8 billion videos are viewed on Facebook daily

Facebook views are aided significantly by autoplay


Facebook Users Like Video

●  In the last 12 months, the number of video posts per Facebook user has increased 75% globally and 94% in the U.S.

●  On average, more than 50% of U.S. users who visit Facebook daily watch at least one video

●  More newly uploaded Facebook videos (last 7 days) hit 1 million views each month than on any other platform

Average Facebook Fan Reach Types of Facebook activities and their audience reach among 4,445 brand pages and 670,000 posts

Video

Date range: October 1, 2014 to February 4, 2015 Data: The sample consisted of 4,445 brand pages and more than 670,000 posts Souce: Socialbakers, October 2014 to February 2015 © World Newsmedia Neetwork 2015

5.7% 4.8% 3.8% 2.3%

Status Link Photo

Facebook Video Advertising

●  More advertisers plan to run video ads on Facebook than any other network

●  Advertisers are turning to Facebook for video ads more than any other network

●  The video advertising landscape is fragmented


Video Advertising

None

Ran a video advertising campaign or video promotional content in the last year

Plan to run a video advertising campaign or video promotional content in the next year

Source: Mixpo Survey 2015

100%

50%

0%


“The traditional 30-second ad format is dying. As Snapchat, Vine, and Periscope continue to explode, these new formats will unleash new creativity and new formats. And marketers will increasingly promote user-generated content instead of professionally produced ads.” Ashu Garg, General Partner at Foundation Capital ReelSEO

●  65% of Facebook’s ~4 billion daily video views come from mobile

●  In Q2 of 2015, the average YouTube session on mobile was 40 minutes

●  36% of people watch long-form videos via mobile every day

●  50% of YouTube views are on mobile

●  90% of Twitter video views are on mobile

Online video now accounts for 50% of all

mobile traffic

50%


Sources: Facebook Insights; Reelseo

All Content is Mobile Content

●  2 million users ●  Unknown number of video views ●  Access to Facebook Graph

The Future of Livestreaming

●  10 million users ●  40 years/21 million minutes

of video watched every day ●  Owned by Twitter

2016 will be the make-or-break year for mobile livestreaming, as Meerkat and Periscope seek mainstream consumer use cases


Trend 5:

Both brands and consumers are shifting spend toward influence.


The influence of

people we trust seals the deal.

“92% of consumers say that they trust word-of-mouth and recommendations from friends and families above all other forms of advertising.” Nielsen


The Pyramid of Influence

Power Middle Influencers

Super Fans

Fans & Followers

Paid Professional Influencers

Journalists & Celebrities

Earned/Owned

What Do You Do With Them?


What Can They Do For You?

Generate Awareness

Reach a new audience

Ignite action

Amplify your messages or program

Crowdsource intelligence

Drive entries, downloads, clicks, traffic, shares and purchases

Build affinity for your brand

Grow consideration for your products

Change opinions


Fastest-growing categories of marketing spending in 2015 tap into social influence to amplify or reinforce messages

70% 24%

70% 25%

67% 27%

Social media advertising

Social media marketing

Social media engagement

Social Budgets Growing

●  84% of marketers expect to launch at least one

influencer campaign in the next 12 months

●  Those who have already done so are pleased

with the results: 81% said influencer

partnerships were an effective tactic

●  Tech buyers spend nearly 50% of their total

buying process time engaging with influencers

that are independent from their organization


Influencer Marketing Takes Off

●  Influencers are becoming more diverse and are either “non-niche” or VERY niche

●  Influencers will need to provide more data

●  Oversaturation = inauthenticity

●  Marketers need to figure out the true value of an impression

●  Blurring the lines between traditional and digital PR

●  Influencers are becoming increasingly expensive to partner with

●  Exclusivity drives cost and complicates relationships


Where’s it all Going?

Chelsey Perrella Product Marketing Specialist, Hootsuite

@chelseyperrella


Webinar Moderator

Hootsuite Guide Social Media Strategy Guide ow.ly/Vmbye

Hootsuite Template Social Media Strategy Template ow.ly/VkEZL


Resources


Hootsuite @ashjbee




Questions?

North America: @HootBusiness Asia Pacific: @HootsuiteAPAC United Kingdom: @Hootsuite_UK


Thank You

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social media trends 2016

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