Social Quarterly The latest trends and developments in

Social Quarterly The latest trends and developments in social / March 2018

Welcome Social Quarterly / March 2018 o The Social Quarterly, produced by Econsultancy, is a guide to what’s o This deck can be integrated into your own documents, allowing you happening right now in social to prepare a pitch at a moment’s media, and what you should be notice. keeping an eye on. o Social is evolving rapidly, and the Social Quarterly aims to brief you on the trends and updates in the industry. o The majority of the stats are taken from our Internet Statistics Compendium, which is a comprehensive compilation of data, research and resources.

The current landscape

User numbers 330 m 200 m 178 m Monthly active Twitter users Monthly active Pinterest users Daily active Snapchat users 82% active users on mobile 75% of signups are outside the US Active users visit more than 18 times per day 500 m 2. 07 bn Daily Instagram users Monthly active Facebook users 4. 2 b likes daily 1. 32 bn daily active users

Trends and updates

Social media users more open to shopping online o A Criteo survey of 2, 000 UK consumers explored the link between social media use and shopping habits o Depending on the type of product, Snapchat users are up to 300% more likely to shop online than the average Brit o One in five 25 -34 year olds are happy to spend over £ 250 via mobile, and one in ten 18 -24 year olds say they would buy a car via their mobile phone Source: https: //econsultancy. com/blog/69879 -the-best-digital-marketingstats-we-ve-seen-this-week-13

Ad engagement higher on premium sites than social o Research by Newsworks and the Association for Online Publishing aimed to discover why ad engagement is higher in an editorial context than on social media, which is usually credited with high levels of engagement o Ads on premium publisher sites were compared to ads on You. Tube and Facebook, and were found to generate: o 17% longer viewing times o 29% higher engagement o Higher levels of left and right brain memory engagement Source: https: //econsultancy. com/blog/69790 -the-best-digitalmarketing-stats-we-ve-seen-this-week-8

Instagram returns to a more chronological feed o Instagram has faced regular complaints about the move away from chronological feeds and it seems the company is responding o Instagram recently announced via the company blog that they will now be prioritising newer posts, meaning users are less likely to miss out on new moments from those they care about o Users will also now have control over when their feed refreshes, to stop it suddenly jumping back to the top Source: https: //instagram-press. com/blog/2018/03/22/changes-to-improve-your-instagram-feed/ / ’

Friends and family now take priority on Facebook o In January, Facebook announced a shift in how content will be prioritised on news feeds o Previously, an algorithm used ‘likes’ and other information to surface ‘relevant’ content o The new focus is to be on ‘meaningful interactions’ o It is hoped that the long-term effect will be a higher quality of content and more engagement, although there is likely to be a period where traffic is affected Source: https: //econsultancy. com/blog/69759 -the-best-social-stories-andcampaigns-from-january-2018/

Facebook merges Power Editor and Ads Manager o Clashing features and overlapping functionality has led to problems over the years with Power Editor and Ads Manager, so a merge seemed the logical move to help the user experience o Key changes to Ads Manager: o Creating ads – Two new options: guided creation and quick creation o Editing ads – Edits can be published and updated immediately o Reports – Easily accessed and customised Source: https: //blog. pinterest. com/en/introducingpincodes-discover-ideas-brands-and-publishers

Facebook’s Crisis Response extends capabilities • Crisis Response is a feature on Facebook that allows people to let friends and family know they’re safe during a crisis. Community Help was added a year ago to let users request and offer their help • Organisations and businesses can now post directly into Community Help to offer their services in a crisis • This allows a new way to reach out to communities in crisis. In the year since launch, it has been used during over 500 crises around the world Source: https: //newsroom. fb. com/news/2018/02/making-it-easier-fororganizations-and-businesses-to-help-people-during-a-crisis/

Instagram and Snapchat temporarily remove GIFs o The two platforms have temporarily removed the GIF feature from their Stories after discovering offensive stickers could be searched and used o Both have paused their integration with Giphy until this issue has been rectified – Giphy claims this has now been done, but at the time of writing GIFs had not been reinstated on the social platforms o Watch this space, as it looks like GIFs will be returning to Stories soon Source: https: //www. searchenginejournal. com/instagramsnapchat-temporarily-remove-gifs-stories/242341/

Snapchat Stories can be shared outside the app o Until recently, Snapchat was mobile only and everything happened within the app o A new sharing feature allows users to share stories online via snapchat. com o The development could encourage new people and companies who don’t currently use the platform to start experimenting with it o The move was perhaps motivated by slowing growth through Q 4 2017 Source: https: //www. econsultancy. com/blog/69747 -snapchat-isfinally-opening-itself-up-to-the-web

Explore on Snapchat o In March, Snapchat announced the introduction of Explore, a tour guide for the Snap Map o Updates automatically appear when friends are on the move, taking road trips or flying somewhere new o Updates are only shared between friends who have opted in to sharing their Explore and Snap Map updates with one another Source: https: //www. snap. com/en-GB/news/post/introducing-explore-on-snap-map/

Saving and sharing Tweets • Bookmarks now offer a way to save and share Tweets more easily • Users can save Tweets for later, share via Direct Message or keep hold of content they’ve enjoyed • Saving Tweets to reply to later could improve response rates and allow more engagement on the platform, rather than moments for communication being lost as soon as the feed is refreshed Source: https: //blog. twitter. com/official/en_us/topics/product/2018/an-easier-way-tosave-and-share-tweets. html

New organisation tools for Pinterest o A series of new tools have been introduced to help plan projects and events o Archive boards – Users can now archive boards they have finished with. This creates a cleaner platform and helps keep notifications more relevant o Reorder sections – Sections help to organise Pins into topics and those sections can now be reordered for ease of use o Rearrange Pins and boards – Pins can now be reorganised on boards. There also new ways to organise boards themselves so finding new ideas takes less time ’ Source: https: //newsroom. pinterest. com/en/post/new-tools-for-organizing-pins-boards-and-sections-on -pinterest

You. Tube Go expands to more countries • Since launching into India in 2017, the You. Tube Go app has launched in 14 more countries including Nigeria and Indonesia. In February, You. Tube announced the app would launch in 130 countries across the globe • The app offers access to You. Tube in a locally and socially relevant fashion, regardless of connectivity and allows more control over data usage • It opens up video to new, larger audiences Source: https: //youtube. googleblog. com/2018/02/bringing-power-of-youtube-to-more. html

Marketers failing to recognise the importance of dark social • Just 4% of marketers regard dark social as a top-three challenge. As more content is shared this way, does this finding indicate that brands are failing to recognise the importance of these channels? o Some brands have begun to experiment with Whats. App, realising that a key is to speak to customers the way they speak to one another, rather than ignoring communication channels altogether Source: https: //econsultancy. com/blog/69790 -the-best-digital. Source: https: //econsultancy. com/reports/dark-social marketing-stats-we-ve-seen-this-week-8

Whats. App Business o Whats. App has launched a new, free Android app for small businesses to connect with their customers o More than 80% of small businesses in India and Brazil say that Whats. App helps them communicate with customers and grow their businesses o Key features: o o o Business profiles Smart messaging tools Messaging statistics and metrics Whats. App Web – usable via desktop Listed as a Business Account Source: https: //blog. whatsapp. com/10000637/Introducing-the-Whats. App. Business-App

Econsultancy resources o o Social Media Best Practice Guide: o https: //econsultancy. com/reports/socialmedia-best-practice-guide Marketing in the Dark: Dark Social https: //econsultancy. com/reports/darko social The Rise of Influencers: https: //econsultancy. com/reports/the-rise -of-influencers o The Age of Social Influence: https: //hello. celebrityintelligence. com/age -of-influence/ Internet Statistics Compendium: Social Media: https: //econsultancy. com/reports/socialmedia-statistics The Econsultancy blog features regular posts on the most recent social trends and stats: https: //econsultancy. com/blog/ Social media training: https: //econsultancy. com/training/course s/topics/social/