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Relatório De Tendências De Mídia Social Da Socialbakers QUARTO TRIMESTRE DE 2019

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Relatório De Tendências De Mídia Social Da Socialbakers QUARTO TRIMESTRE DE 2019 Relatório de tendências de mídia social da Socialbakers QUARTO TRIMESTRE DE 2019 Trends Report | Q4 2019 Sobre o Relatório O Relatório de tendências de mídia social do último trimestre de 2019 da “Previsto há muito tempo, agora é oficial. Quando se trata Socialbakers revela insights cruciais sobre as mudanças e dos 50 maiores perfis de marcas, o Instagram tem uma desenvolvimento das mídias sociais. O relatório destaca os principais audiência maior que o Facebook. dados por trás da publicidade paga, incluindo objetivos de campanha, desenvolvimento na taxa de cliques e custo por clique e a evolução dos canais de anúncios. Além disso, pela primeira vez os dados publicados Isso não é uma surpresa. O que foi inesperado no quarto pela Socialbakers revelam as taxas de conversão do funil de marketing, trimestre de 2019, no entanto, foi o relativo declínio no bem como quais setores tiveram o melhor performance. engajamento durante as festas de fim de ano. Esse é um sinal de alerta de que as marcas necessitam de uma Com foco no desempenho orgânico, o relatório detalha o tamanho da compreensão mais profunda de quais tipos de conteúdo audiência das 50 maiores marcas do Instagram e do Facebook, seus públicos consideram atraente, e um método ágil informações de audiência por idade e sexo e a distribuição das interações entre os setores. Torne-se um expert em marketing com todos para oferecer esse conteúdo à eles. ” os insights essenciais oferecidos pela Socialbakers. CEO da Socialbakers - Yuval Ben-Itzhak Trends Report | Q4 2019 2 Índice Publicidade 5-20 Influenciadores 21-26 - Gastos com IG e FB 6 - Marketing de influência e uso de #ad 21 - Evolução do Instagram Explore 7 - Principais influenciadores que mencionam marcas 22 - Evolução do Facebook Marketplace 8 - Marcas mencionadas pela maioria dos influenciadores 23 - Objetivos dos anúncios no IG e FB 9 - Perfis mais eficientes de marketing de influência 24 - Impressões de anúncios por dispositivo 10 - Conclusões sobre os influenciadores 25 - CPC por dispositivo 11 Engajamento orgânico 29 - 43 - Gasto relativo e CTR por plataforma 12 - Número de seguidores, publicações e interações 30 - CPC e CPM por posicionamento do anúncio 13 - Audiência por idade e sexo 31 - Evolução do CPM 14 - Média da distribuição de storytellers por idade e sexo 32 - Evolução de CPC e CTR 15 - Média de envolvimento com a marca por idade e sexo 33 - Gasto total por classificação 16 - Distribuição de interações por setor 34 - Taxa de conversão do funil de marketing 18 3 - Evolução das interações 35 - Taxa de conversão do funil de marketing por setor 19 - Distribuição dos tipos de posts 36 - Conclusões dos anúncios patrocinados 20 - Desempenho dos diferentes tipos de posts 37 Trends Report | Q4 2019 Índice - Conteúdo de vídeo - horizontal vs. vertical 38 - Tempo médio de visualização de vídeos 39 - Visualizações de vídeo 30s 40 - Publicações com mais engajamento 41-42 - Conclusões de publicações orgânicas 43 Stories 45-53 - Compartilhamento dos stories do IG 46 - Stories de imagens do IG vs. vídeo 47 - Gastos com anúncios dos stories do IG e do FB 48 - Taxa de toques para voltar dos stories do IG 49 - Taxa de toques para avançar dos stories do IG 50 - Tipos de stories do IG por setor 51 - Interações dos stories do IG por tipo 52 - Conclusões dos stories 53 Metodologia e Glossário 55-58 Trends Report | Q4 2019 Publicidade Trends Report | Q4 2019 5 Gasto por tipo de publicação: feed do Facebook (% do total de gastos da conta de anúncio) Proporção de gastos com anúncios: Instagram vs. Facebook Os dados da Socialbakers mostram que os anunciantes Gastos (% do total) estão direcionando seus gastos em canais de anúncios cada vez mais para fora dos feeds principais do Facebook e Instagram (veja a próxima página). Desde dezembro de Gastos (% do total) 2018, os gastos no feed do Facebook diminuíram de 64,1% para 58,3% no ano seguinte. Gasto por tipo de publicação: feed do Instagram (% do total de gastos da conta de anúncio) Enquanto isso, o gasto no feed do Instagram no final de 2019 foi superior a um ano atrás (20,3% vs. 19,7%), mas vem diminuindo desde que atingiu 21,7% em julho de 2019. Gastos (% do total) Gastos (% do total) Chart Time Range: October 01, 2018 - December 31, 2019; Sample: 6,670 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q4 2019 6 Profissionais de marketing explorando no Instagram Evolução do Instagram Explore (% do total de gastos da conta de anúncio) A partir de agosto de 2019, as marcas começaram a investir em uma nova opção de anúncio no Instagram - Instagram Explore. O Explore ajuda as marcas a obterem visibilidade na página de pesquisa, na qual os usuários podem clicar em uma Gastos (% do total) apresentação de slides patrocinada, para acessar as publicações da marca com a opção de comprar produtos diretamente na plataforma. Gastos (% do total) Em cinco meses, o percentual de gastos no Instagram Explore aumentou para 1,32%. Chart Time Range: October 01, 2018 - December 31, 2019; Sample: 6,670 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q4 2019 7 Os gastos do Facebook Marketplace cresceram 80% Evolução do Facebook Marketplace (% do total de gastos da conta de anúncio) Outra área que teve um aumento nos gastos com anúncios no quarto trimestre de 2019 foi o Facebook Marketplace. No último ano, os gastos com anúncios no Marketplace aumentaram de 0,72% em dezembro de 2018 para 1,31% no final de 2019, um aumento de mais de 80%. Houve um grande aumento logo no final de 2019 - 1,08% em novembro para 1,31% em dezembro - quando os profissionais de marketing tentaram ficar diante dos olhos Gastos (% do total) dos compradores de última hora dos presentes de Natal. Gastos (% do total) Chart Time Range: October 01, 2018 - December 31, 2019; Sample: 6,670 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q4 2019 8 Distribuição de campanhas por objetivo do anúncio Distribuição dos objetivos da conta principal no Facebook Objetivos dos anúncios no Instagram vs. Engajamento nas publicações: 23,8% Clicks no link: 22,0% Facebook Alcance: 16,4% Visualizações de vídeo: 10,3% Conversões: 9,6% A análise dos objetivos dos anúncios no Facebook e Instagram Reconhecimento da marca: 5,7% Curtidas da página: 3,8% no quarto trimestre de 2019 mostra que as metas dos Geração de leads: 2,7% profissionais de marketing variavam um pouco, dependendo da Venda de produtos do catálogo: 1,8% plataforma que estavam usando. Outros: 4,0% No Facebook, o principal objetivo da campanha publicitária era Distribuição de campanhas por objetivo do anúncio aumentar o envolvimento pós-publicação (23,8% das Distribuição dos objetivos da conta principal no Instagram campanhas), seguido de perto, fazendo com que os usuários clicassem nos links (22%) e atingindo um grande alcance Clicks no link: 31,3% (16,4%). Enquanto isso, no Instagram, os três principais Engajamento nas publicações: 20,4% objetivos eram os mesmos, mas em uma ordem diferente, com Alcance: 17,3% cliques no link como principal objetivo (31,3%), seguido de Conversões: 9,5% pós-engajamento (20,4%) e alcance (17,3%). Visualizações de vídeo: 8,8% Reconhecimento da marca: 6,3% Geração de leads: 2,3% Conversões, uma métrica importante que vincula os esforços Venda de produtos do catálogo: 1,7% da mídia social às metas de negócios, era o objetivo de pouco Instalação de app: 1,0% Outros: 1,4% menos de 10% de todas as publicações nas duas plataformas. Chart Time Range: October 01, 2018 - December 31, 2019; Sample: 6,670 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q4 2019 9 Porcentagem das visualizações dos anúncios: Celular vs. Desktop 96,1% dos anúncios pagos foram vistos em dispositivos móveis no quarto trimestre de 2019, um número que continuou a subir ao longo do ano (95,1% em Q2 e 95,8% em Q3). Chart Time Range: October 01, 2018 - December 31, 2019; Sample: 6,670 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q4 2019 10 Evolução do custo por clique (CPC) Custo por clique por plataforma de dispositivo Marcas globalmente O custo por clique para computadores (U$ 0,29) e dispositivos móveis (U$ 0,15) foi maior no quarto trimestre de 2019 do que em qualquer outro período do ano. Os custos mais baixos de CPC do ano foram no primeiro trimestre para dispositivos móveis (U$ 0,13) e no terceiro trimestre para computadores (U$ 0,26). Prevê-se que o CPC tenha uma redução pós-festividades no primeiro trimestre de 2020. Custo por clique (em dólares) Chart Time Range: October 01, 2018 - December 31, 2019; Sample: 6,670 Facebook Advertising Accounts; Source: Socialbakers data Trends Report | Q4 2019 11 Gasto relativo por tipo de publicação na plataforma - TOP 5 (todos) Tipos de publicação com maior conversão De acordo com dados da Socialbakers, o feed do Facebook recebeu 58% do gasto relativo em anúncios no quarto trimestre de 2019. Essa foi de longe a porcentagem mais alta, embora menor do Gasto relativo (em %) que no terceiro trimestre (62,3%). Feed do FB Feed do IG Stories do IG Vídeo Sugerido FB Vídeo em Seq. FB Gasto relativo Os próximos dois canais com maior gasto com publicidade foram o feed do Instagram e os stories CTR por tipo de publicação na plataforma - TOP 5 por gasto relativo do Instagram, que combinados receberam 28,4% do (todos) gasto relativo em anúncios. Dos 5 principais canais, de acordo com o gasto relativo em anúncios, o feed do Facebook também foi o de melhor desempenho de acordo com a taxa de cliques (1,87%). No entanto, duas outras áreas da plataforma - Vídeo Sugerido no Facebook e Vídeo em Sequência - ofereceram CTRs efetivas com baixo CTR (em %) gasto relativo em anúncios.
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