2016 Social Media Trends, Survey Results
Social Media Examiner surveyed over 3700 marketers across industries to better understand their 2016 social media trends. A new year always brings new challenges along with opportunities. I’ve always found it comforting to benchmark your strategy against what other markets are doing. This way I am not in a silo making decisions.
Each business and college is different, but if it can be essential part of your strategy to set marketing benchmarks and to learn from other industries.
Here are some of the most pressing questions marketers are asking:
- Which social media platforms should we focus on?
- How much time and money are my competitors spending on their marketing efforts?
- Which social tactics are the most important?
- How to measure the social media investment?
- Should we spend more money and time on social media?
These findings are taken from the 2015 Social Media Marketing Industry Report.
Here’s a quick summary of our primary findings:
- Twitter, YouTube and LinkedIn hold the top spots for future plans: A significant 66% of marketers plan on increasing their use of these social networks.
- Marketers want to learn most about Facebook: While 93% of marketers are using Facebook, 68% want to learn more about it and 62% plan on increasing Facebook activities.
- Video becoming important: A significant 57% of marketers use video in their marketing; however, 72% want to learn more about video marketing and plan on increasing their use of video.
- Podcasting on growth trajectory: Only 10% of marketers are involved with podcasting, yet 26% plan on increasing their podcasting activities and 43% of marketers want to learn more about podcasting.
- Facebook and LinkedIn are the two most important social networks for marketers. When allowed to only select one platform, 52% of marketers selected Facebook, followed by LinkedIn at 21%.
- Most marketers aren’t sure their Facebook marketing is effective: Only 45% of marketers think that their Facebook efforts are effective.
- Tactics and engagement are top areas marketers want to master: At least 91% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media.
Here are excerpts from the report:
CHANGES SINCE 2014: Facebook declined from 94% to 93% and Twitter from 83% to 79%. Google+ increased by 2% from 2014, taking the fourth position. Instagram rose significantly from 28% in 2014 to 36% in 2015.
YouTube is more commonly used by larger businesses. For example, 71% of businesses with 100+ employees use YouTube, compared to 38% of the self-employed.
51% of Marketers plan to spend more time and money on Pinterest in 2016?