A lot of people think »Dang that looks cool!« when they’re looking at photos on Instagram or Pinterest. But until recently, it took a little research – or at least some work – to find and buy the products you saw. As of a few weeks ago, that’s a thing of the past. The “shop-the-look” function for various social channels has an enormous popularity with consumers and Social Commerce has become the norm within a very short time. But as always when a hype arises, so does the question: Is there more to it? Before we could even think about whether to expect something new again. The answer is not surprising, as commercial features on Facebook and Instagram continue to evolve. Each social commerce update awakens desires, desires that become routine within a very short time.
Facebook has once again changed the rules of the game. Its algorithm is now taking a new approach. Facebook classifies the content of friends and family members as more relevant, compared to the content that brand and media pages publish. The direct consequence is a lower organic reach and the first impression that arises is that years of hard work on building up one’s own audience and community wasn’t worth it.
But don’t panic, there are some bright spots: The opportunity to get better and make users happier. How do marketers have to react? What alternatives are there? What can brands and the media do to neutralise the effects of this update?
Last Monday, one in seven people on this planet used Facebook. With this, the social network broke through the through the sound barrier – so to say, with one billion active users in one day, as CEO Mark Zuckerberg proudly announced in a Facebook post. Facebook currently has over 1.5 billion users. They reached the 1 billion user mark in already in 2012 Q3.
So this new record is more of a psychological signal, although the idea that every seventh person in the world is using the same platform certainly holds a certain fascination. In general, things are going well for Zuckerberg. Turnover is rising ceaselessly, and they are strategically confident, at least more confident than Google Alphabet.
Facebook has managed to occupy all the most important trends for themselves. Mobile + mobile ads, video, visual content, and its monetization weren’t set into motion solely thanks to Intagram. This is why an ongoing upward trend is expected for the second half year.
Who shares what, when, and where? Once you’ve tailored your online shop for your target group, you should take a closer look at the world of social media: lots of factors – from the use of particular networks to the frequency with which things are shared – play an important role in identifying the target group on Facebook, Twitter etc.
If your online marketing concept designed to address the “rich kids”, you should focus on Instagram. According to a new study, this is where the richer kids happily post selfies and pictures of healthy lunches. What are my fans and followers on social networks like? An infographic answers this question and introduces 6 difference target groups who use social media for different reasons.
Teens are mobile
We just published some thoughts in the difference in internet and TV use with adults from different socio-economic backgrounds, but what about the teens? About ¾ of teens these days (yes, I do feel old) have a smart phone and 91% of these go online with their mobile. We already noted that mobile internet access increases in the lower income bracket, and the situation is similar for teenagers. Nearly all African American youth – those statically most likely to belong to a low income household – access the internet via mobile vs. 91% and 90% of Hispanic and white teens respectively.
Facebook is the social network with the best range: almost 1.4 milliard people are registered there. Sharing pictures, clicking “like,” commenting – all well and good. But how do things look when it comes to sharing advertising campaigns e.g. in the form of a coupon? G/O Digital ran a study on this, which did not confirm Facebook’s swam song, at least for small business. So it Facebook worth it after all?
The birth place of viral campaigns or the front page of the internet – this is how Reddit is often labelled. The platform is a mixture of forum and social network. Users can put together their own personal newsfeed and receive information and links or pictures, for instance from the marketing world, via so-called subreddits. Reddit may still be struggling with monetisation for their idea, but marketers can already make use of this service for their own interests.
Since the start of Google+ in June 2011, a lot has changed in the social media landscape. Facebook is still the most used platform, XING is the recruiting source nr. 1 and Pinterest is the most used online photo album. But how does Google+ integrate itself here?