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1、THE STATE OFSOCIALMEDIAEcommerce Insights on Attribution,Emerging Platforms,&More234679415161718Executive Summary The State of Social Media TodayAttribution Confusion&iOS 14iOS 14.5 ImpactsEmerging Social Media PlatformsTikTokLinkedInRedditPinterestSocial Media Trends on the RiseSocial Vi
2、deoSocial CommerceInfluencer MarketingAugmented&Virtual RealityTying It All TogetherTable of Contents3Social media is a top priority for 50%of digital marketers.As a key component of most digital marketing strategies for over a decade now,social media advertising certainly isnt going away any time s
3、oon.With a mix of noteworthy social media trends swirling around in the ecosystem,finding your footing can be a challenge.In this report,youll explore how the social media landscape looks,with data from a survey of 170+digital marketers and insights from ROI experts to help you navigate the complexi
4、ty.Youll uncover:Solutions to alleviate attribution confusion and navigate the new privacy landscape Insights on the top emerging social media trends and platforms and which are really worth embracing for your brand Data visualizations and exclusive research to give you a clear picture of the state
5、of social media today Continue reading to unravel the mysteries of social media!Executive Summary4The State of Social MediaWith half of digital marketers saying social media is a big initiative for their brand this year,standing out from the competition will be a key component of any revenue-driving
6、 strategy.Social media has a wide variety of valuable purposes for consumers,making it a key channel for brand discovery and awareness marketing.Social media usage has grown substantially since the onset of the COVID-19 pandemic.Q2 2020 was the highest time period on record globally for social media
7、 usage1.Growth has leveled out,but usage still remains much higher than pre-pandemic predictions.However,as the pandemic wanes and people start to spend more time outdoors,social media usage may decline.9%of users say theyre more likely to spend less time on social media now than in 2020.Many intern
8、et users are beginning to think about how much they use social media.More than 1 in every 4 consumers worry they spend too much time on social media,including 37%of Gen Z.1 https:/ Z users spend the most time on social media at around 3 hours per day,making them the top age demographic for most soci
9、al platforms-including Instagram,Twitter,TikTok,Snapchat,Pinterest,and Reddit.Millennials outnumber all other age groups on Facebook and LinkedIn,though Gen X isnt far behind them.Consumers are also changing the way they use social media as authenticity becomes more of a trend.30.3%of social media u
10、sers say they care less than they used to about impressing others on social media,and 24.5%say theyve become more open online.Brands can reach more consumers(especially Gen Z and Millennials)by developing a social media presence that showcases your brands authenticity and encourages your customers t
11、o be authentic themselves.We segmented the data in our State of Digital Marketing Survey based on doers,managers,and decision-makers,and found that social media is the biggest priority for digital marketing doers this year.Over 70%of doers name it a top initiative compared to less than 50%of manager
12、s and decision-makers.Why the disparity?Social media work usually falls on lower-level contributors in a company,but its a major potential driver of revenue and awareness.In fact,77%of internet users use social media to search for more information on brands.Brand executives and decision-makers shoul
13、d be sure to give adequate attention to their companys social media budget and the profitable return that a strategic social media plan can deliver.31.6%of digital marketers say authenticity and trust are top-of-mind for their brand.6Attribution ranks#1 as the most top-of-mind for digital marketers
14、right now according to our survey.Between the rise of new consumer privacy regulations,Apples iOS 14.5 update,and the impending disappearance of third-party cookies(slated for late 2023),the ability to clearly understand the multiple touchpoints that your customers pass on their path to purchase is
15、becoming increasingly complicated.Businesses large and small are being forced to move away from traditional attribution models.Tracking and attribution are already complex,especially for big brands that advertise across numerous channels and platforms.On top of that,consumers now shop across more ch
16、annels and devices than ever.Unlocking the secrets of attribution can allow you to quickly and easily funnel your advertising efforts into your most profitable channels.With growing regulations and concerns over data privacy,advertisers will face more difficulty in the coming years.Attribution is to
17、p-of-mind for 49.4%of digital marketers.Attribution Confusion&iOS 14.57Apple released its iOS 14.5 update in April 2021,transforming how brands advertise through social media.With the update,iPhone app users are required to opt in to sharing their unique Identifier for Advertisers(IDFA),a random ide
18、ntifier assigned to each iOS user that allows advertisers to deliver personalized ads in addition to providing tracking and attribution capabilities.Apps are required to display an App Tracking Transparency(ATT)prompt asking the user to provide explicit permission for the app to use their IDFA.Prior
19、 to iOS 14.5,this information was automatically shared.The update has significantly impacted brands that advertise through social media apps.Approximately 70%of iPhone users shared their IDFA with apps prior to the update2.That number is now cut nearly in half,with 37%of iPhone users opting in as of
20、 December 20213.This is much higher than initial predictions,which put ATT prompt adoption at just 10%.2 https:/ https:/ for Advertisers(IDFA):An ID attached to a users iPhone that provides advertisers with valuable data to provide relevant ads,measure campaign performance,and track the customer jou
21、rney.iOS 14.5 Impacts8Still,iOS 14.5 introduced major obstacles for brands advertising on social media.With only around half as many consumers sharing their IDFA now,many brands have shifted their budget away from iOS ad spend.Two months before the update occurred,Apple had 44%of the marketing budge
22、t share compared to Android at 56%4.Two months after the update,Apples share moved to 30%and Android was at 70%.Opportunity for Your BrandAs the need has risen for social media advertisers to bridge the gap created by decreased targeting and tracking capabilities,Meta introduced server-side tracking
23、 known as Conversions API(CAPI).CAPI connects a brands marketing data to a system that optimizes targeting and increases measurable results on Metas platforms-regardless of opt-in status.CAPI follows user privacy preferences while still fulfilling much of the same tracking functionality of the tradi
24、tional Meta Pixel,and quickly matches that activity to customer information stored on your server.CAPI helps marketers lower costs per action,improve efficiency,and accurately measure performance.Using both CAPI and Meta Pixel helps you capture the full picture of how your customers interact with yo
25、u,maximizes the success of your website events,and achieve more effective data-driven marketing.4 https:/ brands grow wary of advertising on Facebook due to attribution concerns and as users become more concerned with their personal privacy,the road is being paved for new social media platforms to e
26、merge.Businesses and consumers alike are increasingly looking toward emerging social media platforms to build their brand presence and reach new customers.In fact,out of all of the trends we asked about in our survey,emerging social media platforms ranked as#3.Theyre top-of-mind for 41.4%of marketer
27、s this year.The social media sites with the most user growth in 2021 were TikTok and Reddit,with 18.3%and 14.4%user growth respectively.In comparison,Instagram grew just 3.7%and Facebook saw a 0.8%increase in users5.Facebook is still the most popular social network worldwide by user count,coming in
28、at 2.1 billion active monthly users compared to Instagram at 1.3 billion and TikTok at 755 million.26%of social media users say Facebook is their favorite service,and its the most popular social media platform for Baby Boomers.As major platforms like Facebook and Twitter experience slowdowns in grow
29、th and new social media channels emerge,the social media ecosystem is transforming.What can brands like yours expect from these rising social media apps?Emerging Social Media Platforms 5 https:/ consumers trust organic,user-generated content more than traditional advertising9.TikTok is now the third
30、 largest social network in the US based on user count,second only to Facebook and Instagram6.That means TikTok has more users than Snapchat,Twitter,and Pinterest!The average TikTok user spends 38 minutes per day on the platform,compared to around 30 minutes for Facebook,Snapchat,and Instagram7.TikTo
31、k was also the most downloaded app in 2021 by a long shot,coming in at 94 million downloads.Instagram was next at 64 million,followed by Snapchat at 56 million8.TikTok is becoming a key place for consumers to find reviews they can trust and brands for which they can become long-term advocates.Accord
32、ing to research from Nielsen,users find TikTok to be authentic,genuine,and unfiltered10.6 https:/ https:/ https:/ https:/ https:/ https:/ for Your BrandThe key opportunity with TikTok is organic brand growth.67%of TikTok users say they have been inspired by the community to shop even when they weren
33、t looking to do so11,and 52%say they intentionally search for products or shop on TikTok.With authenticity top-of-mind for nearly 1 in 3 of the marketers that we surveyed,TikTok can be a key way to achieve trust with your customers.11Since 2016,LinkedIn has ranked first among social media platforms
34、for digital trust12.In an age when trust in social media has been steadily declining,LinkedIn provides an invaluable opportunity for brands to effectively reach and engage target audiences particularly B2B customers.LinkedIn saw more user growth than Instagram in 2021 and is the sixth largest social
35、 network in the US,expected to reach 66.8 million users in 2022.In 2022,US B2B LinkedIn display ad spend is expected to reach nearly$2 billion,up from$1.64 billion in 2021 and just$650 million in 2018.12 https:/ https:/ makes up one-third of all US B2B digital display ad revenue13.LinkedInOpportunit
36、y for Your BrandIf youre a B2B marketer,generating high-quality leads is a must.LinkedIn gives you the opportunity to reach highly qualified audiences at scale through its powerful advertising technology.Leverage a combination of exclusive ad inventory and first party data to deliver the right messa
37、ge at the right time and then engage your audience directly in the platform.While advertising on LinkedIn does come at a premium,know that your return on investment will be strong with the right strategies and tactics in place.12Reddits ad revenue has been steadily increasing as the platform makes m
38、oves to be more appealing to advertisers and take advantage of heightened online growth spurred by the pandemic.Reddit was the second fastest growing social network in 2021,with user count increasing 14.4%after rising 25.9%in 2020.14 https:/ 2019,Reddits annual advertising revenue was$94 million.In
39、2022,its expected to reach$423.8 million-and in 2023,its projected to hit$522.4 million.Opportunity for Your BrandIn February 2022,Reddit updated its app to include an algorithm-driven,visual-based Discover tab that looks similar to Instagrams Explore tab or Pinterests home feed14.The platform is al
40、so making efforts to ensure brand safety for advertisers,improve audience ad targeting,and more to become a more viable advertising platform.With impressive targeting offered by the subreddits users choose to follow,Reddit can be a great place to reach specific target audiences.Dont be afraid to try
41、 it out as a new channel if youve never used it before.Reddit13Pinterest has also seen notable growth over the past several years more so in the form of revenue than users.In 2021,Pinterests revenue surged 52.3%to$2.6 billion.Thats nearly double what it was in 2019!In 2020,Pinterest was the third fa
42、stest growing social media channel.In 2021,the platform ranked fifth with 3.1%user growth-more than Snapchat but less than Instagram.Pinterest has been a pioneer in incorporating augmented reality(AR)into its platform with its Pinterest Lens technology,which enables users to stage pinned furniture i
43、n their own home by uploading a photo,try on beauty products by uploading a selfie,and more.15 https:/ users are 5x more likely to purchase a pinned product with the AR-powered Try On feature than other pins15.Pinterest14Social Media Trends on the RiseOn top of emerging social media platforms,new an
44、d exciting social media trends are also top-of-mind for marketers right now.These trends will be key to reaching your target audience and propelling them to convert into customers.Video and social media go hand-in-hand.Between TikTok,Snapchat,Instagram Stories,and more,video is central to many socia
45、l media strategies.US social network video ad spend grows every year.In 2021,social video ad spend grew 38.2%to reach$20.28 billion and make up one-third of all social network ad revenue16.16 https:/ VideoIn 2023,social media video advertising spend will grow 15.9%to$28.21 billion.Thats nearly doubl
46、e what it was in 2020,when advertisers spent just$14.68 billion.Opportunity for Your BrandNative social video advertising-which refers to ads that are seamlessly integrated into a feed to appear more like regular content to users-will be key to many social advertising strategies in 2022.Consumers ar
47、e more likely than ever to resonate with content that is less formal and more personal,a shift accelerated by TikTok since 2020.On all platforms,native video ads that are similar to user-generated content are becoming a major social media initiative.15Attribution&Social CommerceSocial commerce can m
48、ake it easier for brands to track conversions because the entire path to purchase happens on one platform.Many brands are turning to social commerce as a solution to alleviate cookie-based attribution confusion by engaging and converting consumers on a single channel and device.An emerging trend in
49、social media right now is social commerce,which refers to shoppers ability to purchase items directly through platforms like Instagram,Pinterest,Facebook,and TikTok.The popularity of social commerce has been rising steadily since 2017,when there were just 45.8 million social commerce buyers18.2020 w
50、as the biggest year of growth yet,with more than a 25%increase in social commerce users as the pandemic pushed shoppers toward ecommerce.US social commerce buyers are expected to grow 6.1%in 2022 to reach 96.1 million shoppers.That number will climb to 101.1 million in 2023.Facebook is the most popu
51、lar platform for social commerce,followed by Instagram and YouTube.One out of every three adult social media users have made a purchase on Facebook.17 https:/ https:/ CommerceBy 2025,social commerce will account for 16.7%of all ecommerce spending17.Social commerce will grow 3x faster than traditiona
52、l ecommerce between now and 2025.ROI TipMike EwasyshynDirector of Digital Advisory&Programmatic“Recent changes to tracking and measurement have left many social media channels scrambling to find ways to drive directly attributable revenue.In addition,recent data has shown how younger generations tru
53、st brand messaging from influencers and user-generated content more than from brands directly.These changes are combining to pave the way for greater adoption of social commerce,and will likely drive significant changes in how we use social channels to shop in the future.”16Influencer MarketingInflu
54、encer marketing is a top initiative for 35.1%of the brands we surveyed,making it a higher priority than Amazon,lead generation,or design and creative.In 2021,23%of global social media users said they follow influencers or other experts on social media,a 6%year-over-year increase.US brands will spend
55、$4.62 billion on influencer marketing in 2023,a 12%increase over 202219.Thats more than double what it was in 2020,when US influencer marketing spend was just$2.76 billion.A key reason that influencer marketing is so lucrative for many brands is that its based on a foundation of trust.Customers are
56、more likely to listen to a celebrity or expert that they choose to follow.With consumers feeling wary about ads,influencer marketing provides your target audience with content theyre already active seeking out.Influencer marketing meets shoppers right where they are,showing your product to them unob
57、trusively with a strong endorsement from someone who they trust.Influencer marketing can also be a great way to reach highly targeted audiences especially through micro-influencers with a niche following.Micro-influencers are users with a large following,but not as much as a prominent celebrity or p
58、ublic figure.Micro-influencers tend to have smaller,more focused followings,which can lead to higher conversion rates than with influencers with a more significant but broad following.Micro-influencers have a 60%higher engagement rate than macro-influencers20.Opportunity for Your BrandUsers who foll
59、ow micro-influencers are likely to trust that person since theyve indicated interest in the micro-influencers specific focus area.Brands that want to reach a targeted audience with trustworthy content should consider implementing influencer marketing.19 https:/ https:/ RealityFrom the Metaverse to n
60、ew online shopping capabilities to video games,augmented reality(AR)and virtual reality(VR)are taking shape in the digital marketing landscape.In fact,36.7%of social media users say they pay more attention to advertising that incorporates AR.AR and VR are top-of-mind trends for just 6.9%of our respo
61、ndents-but looking at that 6.9%,a significant 58.3%also say social media is a major initiative.VR/AR will have 165.6 million monthly users in 2022 compared to just 115.9 million in 2019,an increase of nearly 50 million consumers21.Around 1 in every 3 social media users say augmented reality was help
62、ful for trying on products they otherwise wouldnt during the pandemic.49.3%of social media users say AR makes the shopping experience easier,with that number highest for TikTok at 56%.43%of Instagram users say AR makes the shopping experience easier.42%of TikTok users pay more attention to ads with
63、augmented reality.21 https:/ It All TogetherTake a deep breath!In todays constantly shifting ecommerce landscape,it can be easy to feel social media whiplash but hopefully the data and insights in this report help clear up the complexity.Social media advertising will remain a crucial component of an
64、y successful marketing strategy for the foreseeable future,and having a thorough understanding of the competitive landscape will help you maneuver with confidence.Use these insights to help your brand successfully track and target your customers despite attribution challenges,understand what trends
65、and platforms will help your brand discover untapped revenue growth,and more.At ROI Revolution,our proven digital marketing experts with over 20 years of online advertising experience are ready to accelerate your brands growth in 2022 and beyond.Whether youre looking for attribution solutions,strate
66、gies for growth on emerging social platforms,or any other type of expertise to drive more revenue for your business,were here to act as an extension of your team to surpass your goals.Get in touch with one of our experts today at ROIR to get an insightful analysis of how we can help your brand grow
67、beyond your expectations.19Additional ResourcesLearn about the top 5 initiatives that brands are prioritizing the most right now,with data visualizations,expert analysis,and quotes from industry thought leaders to give you a clear picture of the state of ecommerce today.Dive even deeper into the dat
68、a you uncovered today with these more in-depth insights and charts into the trends separated by industry,job role,and annual company revenue.Top Marketing Initiatives for Profitable GrowthWhite Paper2022 State of Digital Marketing ReportWhite PaperTOP MARKETINGINITIATIVESTO DRIVEPROFITABLEGROWTH THE
69、 2022 STATEOF DIGITALMARKETINGREPORT2022 Data Analysis&Insights From 170+Ecommerce B at:Download at:WERE HERE TO HELP!Visit us anytime at ROIs proven digital experts have been amplifying brand growth since the dawn of digital.We have a reputation for helping brands identify untapped potential throug
70、h custom multi-channel strategies.Our best-in-class teams and technology empower hundreds of brands to drive billions in annual revenue.No matter the obstacles and opportunities your brand faces,were here to act as a trusted extension of your team.We dont have a“set it and forget it”approach to acco
71、unt management.We drive profitable revenue and new customer acquisition at scale through consistent communication and ongoing campaign optimization.Full-funnel advertising strategies to supercharge profitable customer acquisition on Amazon,Google,Facebook,&more.ROIs RevolutionSuite,combining the hyb
72、rid intelligence of smart technology&human logic to accelerate your return on investment.Optimization of your website to boost conversion rates,optimize content strategy,&grow your organic search presence.Strategic partnerships with Google,Microsoft,Facebook,Instagram,Pinterest,Amazon,Snapchat,Feedonomics,&more.