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Most Downloaded App in the U.S The State of Social Media Marketing in 2021 White Paper April 29, 2021 Introduction The ever-evolving state of social media marketing is not always an easy one to keep up with. Within the past year, social media behaviors have shifted as a result of a global pandemic, new networks emerging, top-ranking networks rolling out major updates, and more. Enter Ignite Social Media. Since 2007, social media marketing has been all that our team focuses on, leading some of the biggest brands to success through our customized social media strategies. We earned our nickname, the original social media agency, because we literally wrote the book on it – two books, in fact. Today, an essential part of our job is to stay on top of the constantly changing social landscape and prepare our clients for what’s next before it happens. Based on our experience and research, we’ve compiled this comprehensive white paper as a resource for other brands and marketers in the industry seeking information about the current state of social media marketing and what their social media teams should be preparing for in 2021 and beyond. Within these pages, you’ll find the following detailed information: • Where to find your audience on social media; • What motivates different audiences to use social media today; • Which features are currently the most popular across the different networks; • The current state of organic reach across different social networks; • How to prepare for the demise of third-party cookie tracking later this year; and • New features and opportunities networks plan to roll out throughout 2021. 2 10 Important Social Media Statistics for 2021 Let’s begin with a few key data-points on where the social media space currently stands in 2021. 1) TikTok was the most downloaded app in the U.S. in 2020 (89M), followed by Instagram (62M), Facebook (53M), Snapchat (51M), and Pinterest (31M). (eMarketer) 2) Clubhouse, the new “rising star” in social media, has amassed 3.2M U.S. downloads as of March 2021, 13M downloads worldwide. (App Annie) 3) Organic reach across social networks continues to decline, as the average reach per post on Facebook is 2.2%, on LinkedIn is 5.3%, and on Instagram is 9.4%. (Ignite Social Media) 4) The average consumer uses 3-6 social media networks/messaging apps. (GWI) 5) U.S. social ad spending is expected to increase 11.4% this year ($40B), and 21.3% in 2022 ($49B). (eMarketer) 6) 71% of businesses intend to increase their influencer spending throughout 2021 (Linqia) and while TikTok influencers are on the rise, Instagram is still the preferred platform for brand partnerships. (SocialPubli) 7) Daily time spent on social media networks is expected to decline on average 4% throughout the year, with Snapchat being the one exception. (eMarketer) 8) As of January 2021, 98.8% of social media users are accessing social networks via mobile devices. (HootSuite) 9) Customer care on social media is vital, as 21% of consumers prefer to message brands on social versus calling, and 56% will unfollow a brand who then delivers poor customer service on social networks. (Smart Insights) 10) Of the top 5 social networks and messaging apps in the U.S., Facebook owns 4. (Statista) 3 10 Important Social Media Statistics for 2021 continued Out of those statistics listed on the previous page, which stood out to you the most? Organic reach across social The decline of organic reach and increase in advertising spend makes sense to us, but what’s networks surprising about those data points is how much time continues to and money we still see brands put into organic content strategies, planning and publishing content decline, as the daily across social media platforms. average reach per post on Mind you, when the audience sees the post isn’t factored into the calculation here. It could be several Facebook is days from the original posting date that audiences 2.2%, on are shown a brand’s post in the feed. So, knowing LinkedIn is that only 2,200 of 100,000 followers on average are going to see a brand post on Facebook, many 5.3%, and on brands are reevaluating their organic content Instagram is strategy. Feel free to dive more into our recent study on organic reach and best practices for 9.4%. implementation here. 4 How Social Audiences Have Changed Heading into 2021 For every social strategy we develop for our clients, we leverage Forrester’s POST methodology, which starts with understanding the people we’re trying to reach on social. GWI (formerly known as GlobalWebIndex) is one of our most trusted research partners that helps our teams understand target audience behaviors within social media. Our expert teams dove into the Q4 2020 data (released in early 2021) to analyze not only which channels certain audiences were favoring, but insights into why they’re using certain channels, and which features they favor the most. Key Insights by Age (GWI) • Younger audiences (Gen Z and younger Millennials) over index for using Snapchat, TikTok, Reddit, and Instagram. • Older audiences (45+) slightly over index for using LinkedIn and Nextdoor. • While every generation has a presence on Facebook (they are after all, the most popular social network globally), audiences in the age range of 45-55 are as likely to use this network as the general population. • Instagram ages range across the board, but the younger audiences make up most of the users. This insight could be one of the many reasons Facebook is working on developing a new version of Instagram for audiences under the age of 13. 5 How Social Audiences Have Changed Heading into 2021 continued Key Insights by Gender (GWI) • Male users over index on social channels such as Reddit, Twitter, and LinkedIn, while Female users over index on all the remaining networks, most notably Nextdoor and Pinterest. • Although Pinterest has touted a 40% global growth in male users, the above data shows that male audiences only make up approximately 1/4 of users versus females, indicating female usage still largely dominates the network. Reasons for Using Social Media (GWI) • Research shows the main motivator for using social media (55%) is to "Keep in Touch with Friends/Family" followed by "Filling Spare Time" (35%). • Less popular reasons include work-related networking/research (13%), supporting good causes (13%), following celebs/influencers (14%) and making new contacts (15%). 6 How Social Audiences Have Changed Heading into 2021 continued Key Insights on Social Media Actions/Features (GWI)* • Video is King, Depending on the Type of Video 82% of all Watching a video is one of the top two activities social media users partake in across the majority of social consumer channels, including Facebook, Instagram, Snapchat, internet traffic Twitter, and Reddit. will come from The above statement, however, excludes Facebook online videos Watch videos, as this type of video-on-demand content by 2022. is a much less commonly used feature on Facebook, (SocialMediaToday) alongside broadcasting Live videos and using Facebook Dating (a very underutilized feature that launched in late 2019). Seeing as TikTok is a video-centric platform, liking/commenting on video content or sharing videos with others is among the top actions users take on the platform. • Instagram Winning the Stories War While most social networks now have a Stories feature of some sort, Instagram seems to be winning the war as 3 out of the 4 top activities on this platform relate to Stories. Good news for brands, it’s also on this platform that audiences are more likely to click on the “swipe-up feature” or react to poll/questions in Stories (although posting polls/questions is a lower utilized activity). Snapchat activities also rank highly when it comes to Stories, however using the swipe-up feature is not as highly utilized by audiences on this platform. • Clicks on Sponsored Content Surprisingly Low Audiences reported clicking on a sponsored/promoted posts or ads as one of the three least common *See appendix for all activities across the majority of platforms, including GWI charts related to Instagram, TikTok, Snapchat, LinkedIn, Twitter, and “Key Insights on Social Reddit. Media Actions/Features” 7 How Social Audiences Have Changed Heading into 2021 continued Key Insights on Social Media Actions/Features (GWI) continued • Discover Features Underutilized Instagram and Snapchat are both known for their Discover feeds. However, on both networks this action was ranked near the bottom of actions taken on the respective platforms. • LinkedIn a Go To for Job Hunting, a No Go for Education As many people lost jobs last year due to the pandemic, utilizing LinkedIn for job searches and networking was among the top activities on the platform. That said, users are less likely to participate in LinkedIn Learning courses or attend webinars/events on this channel. This could, however, change later this year with the introduction of social-audio events on the platform. • TikTok Users Are More About Consumption vs Participation While TikTok usage is at an all-time high, it’s less likely the average user is creating their own content, specifically when it comes to participating in trends or brand-initiated hashtag challenges. • Pinterest Users Focus on Recipes and DIY Another less surprising insight that’s still worth noting, the pandemic led brides across the country to halt their wedding-related activities on Pinterest. Instead, audiences have been more focused on using the platform for inspiration related to food/meal ideas as well as home décor as people try to make their homes a more enjoyable atmosphere during lockdowns. 8 How Social Audiences Have Changed Heading into 2021 continued In addition to the GWI data, our team at Ignite Social Media Thisconducted may be a some survey interesting in March call 2021-out of 1,000 consumersthat should to see be how highlighted.
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