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2020 SOCIAL MEDIA MARKETING INDUSTRY REPORT How Marketers Are Using Social Media to Grow Their Businesses MAY 2020 BY MICHAEL A. STELZNERCopyright 2020, Social Media Examiner Letter from the author Hello, fellow marketer! Welcome to our 12 thannual 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 marketing your business, youll want to closely examine the 60+ charts on the following pages. Ill reveal the “not-so-obvious“ ndings in this data-rich content. The report covers all of the major social platforms, organic and paid activities, video marketing, and much more. More than 5,200 of your fellow marketers provided the kinds of insights you wont nd elsewhere. I hope you enjoy it! If you nd value in this report, please let your peers know about it. You can nd the original page for the report here: socialmediaexaminer/report2020/ All my best! Michael A. Stelzner Founder, Social Media Examiner Host, Social Media Marketing podcast 2020 Social Media Marketing SocialMediaExaminer Page of 2 46 Industry Report 2020 Social Media Examiner Table of contents EXECUTIVE SUMMARY 4 . MAJOR FINDINGS 5 . TOP QUESTIONS FACED BY SOCIAL MEDIA MARKETERS 6 . BENEFITS OF SOCIAL MEDIA MARKETING 7 . COMMONLY USED SOCIAL MEDIA PLATFORMS 11 . THE MOST IMPORTANT SOCIAL PLATFORM FOR MARKETERS IS. 15 . THE RISE AND FALL OF SOCIAL PLATFORMS 17 . ORGANIC SOCIAL MEDIA POSTING 18 . SOCIAL MEDIA PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT 27 . VIDEO CHANNELS USED BY MARKETERS 28 . THE MOST IMPORTANT VIDEO CHANNEL FOR MARKETERS IS. 29 . LIVE VIDEO USE 30 . THE MOST IMPORTANT LIVE VIDEO CHANNEL FOR MARKETERS IS. 31 . HOW WILL MARKETERS CHANGE THEIR FUTURE VIDEO MARKETING ACTIVITIES? 32 . VIDEO PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT 34 . SOCIAL MEDIA ADS 35 . HOW WILL MARKETERS CHANGE THEIR FUTURE SOCIAL MEDIA AD ACTIVITIES? 36 . SOCIAL MEDIA AD PLATFORMS MARKETERS WANT TO LEARN MORE ABOUT 38 . MEASURING ROI OF ORGANIC SOCIAL ACTIVITIES 39 . ORGANIC REACH DECLINE 40 . GOOGLE ANALYTICS INSIGHT 41 . SURVEY PARTICIPANT DEMOGRAPHICS 42 . ABOUT MICHAEL A. STELZNER 46 . 2020 Social Media Marketing SocialMediaExaminer Page of 3 46 Industry Report 2020 Social Media Examiner Executive summary This study surveyed more than 5,200 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 benets of social media marketing: This section of our study reveals all of the major advantages marketers are achieving with their social media e“orts. We also look at how years of experience a“ect the results.! Most-used social media platforms: Discover which platforms marketers are using now and how their usage will change over the next 12 months. We also examine which platforms experienced marketers are using and the most important platforms for marketers. We added TikTok to this years study.! Organic social media posting: We explore how marketers plan on changing their future organic activities by platform.! Video marketing: We reveal the video channels most popular with marketers, 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 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), if theyve seen a decline in organic social activities, and their interest in analytics. In addition, we take a look at how business-to-business (B2B) companies di“er from business-to-consumer (B2C) companies. We also highlight signicant changes since our 2019 study. 2020 Social Media Marketing SocialMediaExaminer Page of 4 46 Industry Report 2020 Social Media Examiner Major ndings Heres a quick summary of some of our more interesting ndings: Facebook declining: Marketers are diversifying away from Facebook. For the last 2 years, Facebook lost share as the most important platform for marketers. When asked to select their single most important platform, Facebook dropped from 67% in 2018 to 59% in 2020. One in ten marketers indicated theyll be decreasing their organic marketing on Facebook. Only 50% of marketers plan on increasing their Facebook organic activities, down from 62% 2 years ago.! Instagram is hot: Seventy-six percent of marketers are using Instagram. Its the second most important social platform for marketing (behind Facebook). A signicant 67% 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. Interest in Messenger bots is declining: Messenger bots havent caught on with marketers. Only 13% of marketers are using bots (down from 14% in 2019). Most marketers have no plans to use Messenger bots and only 25% of marketers plan on increasing their bot activities, down from 32% in 2019. Interest in learning more about Messenger bots dropped to 39% from 70% in 2018. TikTok is ignored by most marketers: Only 5% of marketers are using TikTok. A signicant 74% do not plan on using the platform in the next year; however, 30% are interested in learning more about TikTok. YouTube interest is high: A signicant 69% of marketers plan on increasing their use of YouTube video and 73% want to learn more about marketing on the platform. YouTube is the number-one video channel, used by 55% of marketers.! Facebook dominance still strong: A very signicant 94% of marketers use Facebook (followed by Instagram at 76%). Fifty-nine percent of marketers claim Facebook is their most important social platform. Facebook Live is the leading live video platform used by 38% of marketers. Facebook ads are used by 70% of marketers and 58% 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 nd 60+ charts that visually convey some of our fascinating ndings. 2020 Social Media Marketing SocialMediaExaminer Page of 5 46 Industry Report 2020 Social Media Examiner Are Your Paws Tied With Social Media Gruntwork? hello TM HelloWoofy “. Thought it had incredible uniqueness. I dont know anybody else that is doing A.I. for emojis.“ Social media is a great marketing tool socialmediaexaminer/organic-social-content-marketing. Use Your Favorite Graphic Editors to Create Works of Art! See Copyright Free Graphics Based on Your Social Media Post and Suggested Hashtags Emojis May Drive Signicant Uplifts in Engagement (A.I. Recommended) Translate Your Copywriting into any Language $49/Year LIFETIME Get Exclusive Deal Autocomplete Social Posts Saving You Time Soon: SEO Optimized Blog Posts Too! - Tim Draper, Billionaire Investor, Founder of Draper Associates and DFJ Venture Capital #SocialMedia #Instagram #YoutubeVideos #SocialMediaMarketing #Technology #SocialMediaManager #DigitalMarketing #Facebook See Quotes and Hashtags from any Article URLTop questions faced by social media marketers We asked marketers whether theyd like answers to broad social marketing questions. The graph below indicates the percentage who agreed or strongly agreed that they were seeking answers to these questions. When asked to select the single most important question they want answered, heres what marketers said: 2020 Social Media Marketing SocialMediaExaminer Page of 6 46 Industry Report 2020 Social Media Examiner Benets of social media marketing A signicant 86% of all marketers we surveyed indicated that their social media e“orts have generated more exposure for their businesses. Increased tra#c was the second major benet, with 78% reporting positive results. These benets have remained in the top two spots for the last 6 years. All of the benets have declined since 2019: Increased exposure fell to 86% from 93%. Increased tra#c declined to 78% from 87%. Generated leads lowered to 67% from 74%. Developed loyal fans shrunk to 60% from 71%. Improved sales plummeted to 59% from 72%. Grew business partnerships dropped to 49% from 56%. Provided marketplace insight fell to 49% from 58%. Increased thought leadership declined to 46% from 56%. 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. 2020 Social Media Marketing SocialMediaExaminer Page of 7 46 Industry Report 2020 Social Media Examiner Improved sales A large percentage of marketers nd better sales results with more years of social media experience. For example, more than half of marketers whove been using social media for more than 12 months report it helped them improve sales. Increased exposure A signicant group of marketers (79% or more) whove been using social media marketing for 1 year or longer report it generates exposure for their businesses. Grew business partnerships Using social media to grow partnerships seems to be underused by most marketers. ! ! ! ! ! ! ! ! 2020 Social Media Marketing SocialMediaExaminer Page of 8 46 Industry Report 2020 Social Media Examiner Generated leads This chart shows that marketers get more procient at generating leads via social platforms with more experience. ! ! Increased tra“c Those whove used social media for 1 year or longer reported substantially better results driving tra#c (72%+ reported benets), compared to those with less experience. Provided marketplace insight There doesnt appear to be much of a change in this benet based on years of experience. ! ! 2020 Social Media Marketing SocialMediaExaminer Page of 9 46 Industry Report 2020 Social Media Examiner Developed loyal fans Building a loyal fan base seems to be an advantage that improves as marketers gain more years of experience. Increased thought leadership Only those with the most experience (5+ years) have seen real success with building thought leadership. ! ! 2020 Social Media Marketing SocialMediaExaminer Page of 10 46 Industry Report 2020 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 behind these top two. NOTABLE CHANGES SINCE 2019 Instagram grew from 73%. Twitter fell from 59% and moved from third to fourth place. Pinterest fell slightly from 28%. TikTok is new to our study. 2020 Social Media Marketing SocialMediaExaminer Page of 11 46 Industry Report 2020 Social Media Examiner 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 of experience) compared to those just getting started (the blue bars = less than 12 months of experience). New social media marketers mostly focus on Facebook (89%) and Instagram (66%). The most experienced marketers are highly diversied. 2020 Social Media Marketing SocialMediaExaminer Page of 12 46 Industry Report 2020 Social Media Examiner Platform use: B2C marketers This chart shows that nearly all B2C marketers are focused on Facebook. Interestingly, B2C marketers reduced their use of Twitter (down from 57% in 2019) and increased their use of LinkedIn (up from 46% in 2019).2020 Social Media Marketing SocialMediaExaminer Page of 13 46 Industry Report 2020 Social Media Examiner Platform use: B2B marketers This chart shows that most B2B marketers use Facebook and a signicant percentage use LinkedIn. B2B marketers have increased their use of Instagram in the last year, up from 66% in 2019. Twitter use has declined from 67% in 2019. 2020 Social Media Marketing SocialMediaExaminer Page of 14 46 Industry Report 2020 Social Media Examiner A World-Class Conference in Americas Finest City: San Diego, California Visit SocialMediaExaminer/event Join thousands of fellow marketers and inuencers at the mega-conference designed to empower you with business-building ideas brought to you by Social Media Examiner. CLICK HERE FOR DETAILSThe most important 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 ndings are revealing. Most marketers (59%) chose Facebook as their most important platform. This chart clearly reveals Facebook is still the primary platform for marketers. NOTABLE CHANGES SINCE 2019 Facebook dropped from 61%. Instagram grew from 14%. Twitter declined from 4%. 2020 Social Media Marketing SocialMediaExaminer Page of 15 46 Industry Report 2020 Social Media Examiner B2B vs. B2C Notice the fascinating di“erences between B2B- and B2C-focused marketers. Clearly, Facebook dominates in the B2C space (67% of marketers select it as their number-one choice). However, for B2B marketers, Facebook also grabs the most important slot, su
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