Social Usage Trends to Consider in 2019

Header_Social Usage Trends

The start of a new year is an opportunity for marketers to evaluate what’s ahead for their brand with fresh eyes. A good starting point in this process is to check in on target consumer’s behavior – an ever-changing element in the social media space. To assist you in staying on top of these 2019 social media usage trends, we pulled out key insights from GlobalWebIndex’s latest Social Media Flagship Report.

Facebook and YouTube Remain on Top

 Despite its stock plummeting nearly 36% since July, Facebook still reigns supreme when it comes to social platforms by membership. Outside of China, 85% of internet users say they have a Facebook account. YouTube takes a close second to Facebook, with nearly 80% of internet users being members on this platform. What’s interesting about YouTube is despite having fewer registered members, its weekly visitor rate is 7% higher than that of Facebook’s, meaning a good chunk of users are either not logged into their accounts, or not members in the first place, when visiting YouTube.

GWI Flagship Report_Top Platforms

Social Media’s Role in the Buying Journey

Social media has evolved into more than just an outlet for users to keep up with their friends and family. Now, users are turning to the platforms to discover what products to buy next. In fact, GWI reports that 42% of digital consumers use social networks to research new brands or products, making social media the second-most important channel in the purchase journey, behind search engines. Among 16-24-year-olds however, social media ranks #1 as the channel that is most-used when researching a brand or product.

Beyond product research, social media is capable of influencing users’ opinions and feelings towards actually buying a product. 25% of users age 16-34 reported that seeing a brand/product with a lot of likes would encourage them to buy something. One fifth of 35-44s report the same.

GWI Flagship Report_Social Commerce

The Growth of Live Video

We recently wrote about three key reasons why video is integral to your social media content strategy, and data from this GWI report further backs up that notion, specifically with live video.

Among users on Facebook, Instagram, Snapchat, and Twitter, 27% engage with live streams each month on any one of these services. Of these major four platforms, Facebook wins out for highest engagement rates with live video. The platform also has proven to invest most heavily in live streaming, adding capabilities like live polling, Facebook Premieres, and other features that appeal to both users and marketers on the site. The trend in live streaming demonstrates the important intersection of entertainment and marketing.

GWI Flagship Report_Live Streaming

As the social media landscape continues to develop, you can count on us to stay on top of the latest trends offerings on each platform. To learn more about what we can do for you, check out our services.

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Marketing to Gen Z: What Not to Do

As Generation Z grows to be a large part of consumers, it’s important to understand what kinds of marketing they are receptive to. It’s much easier to simplify them down to a generation of people who are always on their phones than it is to put the effort in to learn their behaviors. Want to know how not to market to Generation Z? We’ve got you covered. Want help with your marketing efforts? Let us know.


Who is Generation Z?

As it happens, the categorization of Gen Z varies depending on who you ask. They are defined as the generation directly following Millennials, born between the years of 1995 and 2010. This is a wide range of ages, which makes creating a one size fits all marketing strategy difficult. People who make up Gen Z fall into many varying life stages – from high school to college to those entering the work force for the first time. Generation Z is growing to be an estimated 25% of the US population, making them a larger group than Baby Boomers or Millennials.

Don’t: Ignore Their Most Used Platforms

Studies have shown that Millennials that are jumping ship from Facebook. Gen Zers spend an average of 2 hours 43 minutes a day on social media. When looking at where Gen Z is spending their time, YouTube, Facebook and Instagram take the top spots, while Facebook Messenger is close behind. Even though Facebook has come under fire in the recent past, they own three of the top four channels that Gen Zers are active on.

Don’t: Be Inauthentic

Those who fall into Generation Z can see through the PR jargon, canned responses and subtle sales tactics. They will call you out and they will drag you. Nothing is off limits when it comes to Generation Z. When it comes to creating content, we create authentic content, leaning away from consistently branded Instagram posts or Tweets. There are ways to incorporate your brand voice & colors in a subtle way to create that thumbstopping content.

Don’t: Stay Silent on Social Issues

In the world we live in, social issues are seeping into every aspect of life, especially social media. While it seems like an idea that goes against the norm, taking firm stances on social issues will help you gain trust with Gen Z. Gen Zers are outspoken activists who are voting for the first time in elections and taking control of the future they want to live in. If your brand stays silent on major issues, you risk falling into obscurity.

Like what you see? We’re experts in the world of social media. We’ve created holiday campaigns that returned increased nearly a 100% increase in engagements and optimized content to drive over 31K clicks. We are here to help you drive real business results!

The post Marketing to Gen Z: What Not to Do appeared first on Ignite Social Media – The original social media agency.

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Social Ad Spending Report – What You Need to Know

Whether you are still finalizing your social media strategy or hitting the ground running with execution this year, we’ve compiled the following few social media ad spending trends to help guide and inform your social advertising spending in 2019.

Social Ad Spending Trends

Social Media Ad Spending Predicted to Grow By 19% in 2019

According to eMarketer’s US Social Trends for 2019, Social Ad Spending is predicted to increase by 19% in 2019, an estimated total of $37B in ad spend.

Social Network Ad Spending

To put this into perspective, eMarketer notes that this will bring social ad spending to nearly 50% of TV ad spending ($69.17 billion) this year.

Brand Implication:  Due to the expected increase in Social Media spending this year, marketers should consider the impact of increased competition into strategies, goals, and budgets in 2019. Maintaining the same media budget for social year-over-year may not be realistic given the nature of the industry and the predicted increases in social advertising spend this year.

Facebook Comprises 84% of Social Network Ad Spend

Perhaps not so surprising is Facebook’s clear dominance when it comes to social network ad spending. With over 84% of marketing dollars allocated to the social giant in 2018, we can see just how reliant marketers have been on this particular platform.

Social Network Ad Revenue Share, by Venue

Instagram and Pinterest Ad Revenues Signal Strategic Media Shifts

Looking back at last year’s ad revenues can tell us a lot about the potential media shifts we can expect this year. From the eMarketer research below, we see nearly 90% ad revenue growth on Instagram compared to just 31% ad revenue growth from Facebook. 

This, combined with the 43% growth on Pinterest and nearly 18% growth for Snapchat signal that advertisers are diversifying their ad strategies outside of Facebook (even if they still aren’t yet ready to go completely outside of Facebook’s portfolio).

Social Network Ad Revenue Growth, by Venue

Brand Implication:  Start considering how to leverage more opportunities outside of Facebook. Before allocating large budgets to unknown and unproven channels, start by carving out a portion of your overall media budget to test and learn opportunities on other platforms and compare against the results you see on Facebook.

Need Social Advertising Help?

If you need help or support with planning or executing your social media advertising and content strategy, we have a new approach we’d love to chat with you about. As a social advertising agency, we have seen impressive results across a variety of industries.

Learn how to create content that converts

Visit here to learn more about our Content That Converts approach to editorial and paid media planning.

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The post Social Ad Spending Report – What You Need to Know appeared first on Ignite Social Media – The original social media agency.

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