A recent survey of nearly 6,000 marketers worldwide has yielded some interesting results about the state of social media marketing we want to pass along.
In 2017, more of the marketers surveyed are using Facebook, Instagram and Snapchat than they were last year. However, Twitter, LinkedIn and Pinterest use declined 8%, 11% and 10% respectively. That’s not to say those platforms aren’t still important. We firmly believe that any social media network you can regularly maintain well is a beneficial one.
Also of note, marketers continued to overwhelmingly rank Facebook as their most important social media platform and the numbers were even higher among B2C marketers. Facebook remains king of the social networks!
The two top benefits of social media marketing survey takers listed were increased exposure (88% said this) and increased traffic (78% agreed). Improved sales was actually the benefit ranked last at 52%, but to be fair, that’s a pretty tricky conversion to measure for most businesses. So in all likelihood, sales are improving, companies just lack the tools needed to measure it.
As for content, marketers said visual images were the most important type of content they shared. For the future, 75% of them planned to increase their use of videos and 61% said they wanted to incorporate more live video. Consequently, video was also the number one content form those surveyed said they wanted to learn more about. Virtual reality and 360-degree video came in close behind.
Pilch & Barnet has been encouraging our clients to increase their use of video for years now, ahead of the current trend. Want to stay a step above your competition? Let Pilch & Barnet help!