Social Media Examiner：2019年社交媒體營銷行業報告（英文版）.pdf

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1、2019 SOCIAL MEDIA MARKETING INDUSTRY REPORT How Marketers Are Using Social Media to Grow Their Businesses M A Y 2 0 1 9 B Y M I C H A E L A . S T E L Z N E R Copyright 2019, Social Media Examiner 2019 SOCIAL MEDIA Copyright 2019, Social Media Examiner Letter from the author Hello, fellow marketer! W

2、elcome 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 marke

3、ting your business, youll want to closely examine the 60+ charts on the following pages. Ill reveal the not-so-obvious fi ndings 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 fell

4、ow marketers provided the kinds of insights you wont fi nd elsewhere. I hope you enjoy it! If you fi nd value in this report, please let your peers know about it. You can fi nd the original page for the report here: All my best! Michael A. Stelzner Founder, Social Media Examiner Host, Social Media M

5、arketing podcast 2019 Social Media MarketingSocialMediaEPage of 246 Industry Report 2019 Social Media Examiner Table of contents EXECUTIVE SUMMARY4. MAJOR FINDINGS5. TOP QUESTIONS FACED BY SOCIAL MEDIA MARKETERS6. BENEFITS OF SOCIAL MEDIA MARKETING7. COMMONLY USED SOCIAL MEDIA PLATFORMS11. THE MOST

6、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 L

7、ENGTH31. 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

8、 OF ORGANIC SOCIAL ACTIVITIES39. FACEBOOK ANALYTICS INSIGHT40. GOOGLE ANALYTICS INSIGHT41. SURVEY PARTICIPANT DEMOGRAPHICS42. ABOUT MICHAEL A. STELZNER46. 2019 Social Media Marketing SocialMediaE Page ? of ? 346 Industry Report 2019 Social Media Examiner Executive summary This study surveyed more th

9、an 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 benefi ts of soci

10、al 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 usag

11、e 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 v

12、ideo 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 cha

13、nged 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 busine

14、ss-to-consumer (B2C) companies. We also highlight signifi cant changes since our 2018 study. 2019 Social Media Marketing SocialMediaE Page ? of ? 446 Industry Report 2019 Social Media Examiner Major fi ndings Heres a quick summary of some of our more interesting fi ndings: Facebook declining: Theres

15、 a clear indication that marketers are diversifying away from Facebook. For the fi rst 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

16、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 th

17、eir 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

18、surpassed LinkedIn for the fi rst time. A signifi cant 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 fi rst time. Engagement matters most: For the fi

19、 rst 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 signifi cant 71% of marketers plan on increas

20、ing 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 signifi cant 94% of marketers use Facebook (followed by Instagram at 73%). Sixty-one percent of market

21、ers 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 fi nd 60+ charts that visually

22、convey some fascinating fi ndings. 2019 Social Media Marketing SocialMediaE Page ? of ? 546 Industry 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 percen

23、tage 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.Tactics 3.Organic Reach 4.Customer Acquisition 5.M

24、easurement 6.Ads 7.Video For the fi rst time ever, achieving better engagement is the top question marketers want answered. 2019 Social Media MarketingSocialMediaEPage of 646 Industry Report 2019 Social Media Examiner Benefi ts of social media marketing A signifi cant 93% of all marketers indicated

25、that their social media eorts have generated more exposure for their businesses. Increased tra#c was the second major benefi t, with 87% reporting positive results. These benefi ts have remained in the top two spots for the last 5 years. All of the benefi ts have improved since 2018: Increased expos

26、ure 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%

27、. 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 746 Industry Re

28、port 2019 Social Media Examiner Improved sales A large percentage of marketers fi nd 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

29、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 s

30、ocial media to grow partnerships seems to be underused by most marketers. 2019 Social Media MarketingSocialMediaEPage of 846 Industry Report 2019 Social Media Examiner Generated leads More than two-thirds of marketers with more than 12 months of social media marketing experience were generating lead

31、s with social platforms. Increased trac Those whove used social media for 1 year or longer reported substantially better results driving tra#c (86%+ reported benefi ts), compared with those with less experience. Provided marketplace insight There doesnt appear to be much of a change in this benefi t

32、 based on years of experience. 2019 Social Media MarketingSocialMediaEPage of 946 Industry Report 2019 Social Media Examiner Developed loyal fans Building a loyal fan base seems to be an advantage that improves over time. Increased thought leadership Only those with the most experience (5+ years) ha

33、ve seen real success with building thought leadership. 2019 Social Media MarketingSocialMediaEPage of 1046 Industry Report 2019 Social Media Examiner Commonly used social media platforms Facebook and Instagram are the top two platforms used by marketers, by a long shot. All other platforms lag behin

34、d these top two. NOTABLE CHANGES SINCE 2018 Instagram 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 1146 Industry Report 2019 Social Media Examin

35、er Platform use: Beginners vs. advanced marketers Heres 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 m

36、arketers mostly focus on Facebook (89%) and Instagram (63%). The most experienced marketers are highly diversifi ed. 2019 Social Media MarketingSocialMediaEPage of 1246 Industry Report 2019 Social Media Examiner Platform use: B2C marketers This chart shows that nearly all business-to-consumer (B2C)

37、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 1346 Industry Report 2019 Social Media Examiner Platform use: B2B marketers

38、This chart shows that most business-to-business (B2B) marketers use Facebook and a signifi cant 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 1446 Industry Report 2019 Social Media Ex

39、aminer A World-Class Conference in Americas Finest City: San Diego, California Visit SocialMediaE Join thousands of fellow marketers and infl uencers at the mega-conference designed to empower you with business-building ideas brought to you by Social Media Examiner. CLICK HERE FOR DETAILS The most i

40、mportant 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 fi ndings are revealing. Most marketers (61%) chose Facebook as their most important platform. This chart clearly reveals Fac

41、ebook is still the primary platform for marketers. NOTABLE CHANGES SINCE 2018 Facebook 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 o

42、f 1546 Industry Report 2019 Social Media Examiner B2B vs. B2C Notice 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 import

43、ant 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 1646 Industry Report 2019 Social Media Examiner The rise and fall of social platforms Here we show the top four

44、 social platforms that marketers deem most important over a 5-year period. For the fi rst 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 1746 Ind