Marketers churn a nonstop feed of data and analysis. So with each monthly update we’ll add several new content marketing studies and research reports, while letting older updates gradually fall off as they fade from interest.
Education may be the key to inspiration, but if you don’t have time to keep up on the latest content marketing studies and research reports, you may be lessening your ability to have the moments of inspiration that allow your marketing efforts to consistently improve.
Finding the latest studies and reports can be a time-consuming effort, but we’re here to make it easier for you. Every month, we provide you with a handful of the most compelling recent reports and all you have to do is read, learn, and act.Top recent marketing studies and research you should know as a content marketer: #contentmarketing #marketing Click To Tweet
Digital content marketing studies and research:
1. More than 50,000 U.S. agency employees to leave in 2020 and 2021.
New marketing research shows that the agency landscape is in the midst of a transformation in 2020 and this transformation will continue throughout 2021. In fact, the report has found that a total of 35,000 agency jobs will have been cut in the United States by the end of this year and an additional 17,000 jobs are expected to be cut next year. This cutting of agency staff could lead to brands being hampered in their efforts to develop content and run ad campaigns. The report also indicates that even in an exceptional economy, perhaps many of these positions won’t need to be replaced. The study estimates that more than 10 percent of media, creative, and digital tasks will be automated by 2023. (October 2020)
2. Content marketing revenues have significantly decreased in 2020.
To the surprise of very few people, estimates indicate that by the end of 2020, content marketing revenues will have decreased by almost seven percent in the United States. Because of the lack of revenue growth in the United States, the global content marketing growth is projected to only increase by just under two percent. The United States has a significant effect on the global market, as it accounts for more than 40 percent of the revenues earned globally. (September 2020)
3. More than two-thirds of marketers expect continued use of digital events beyond 2020.
The recent “Future of the ‘In-Person’ Business Economy” report has found that most marketers are expecting that digital events and meetings will continue beyond the end of 2020. A full 71 percent of marketers say they expect the regular continuation of digital events in 2021. This is an increase of 12 percent from how marketers responded in the spring of 2020 after initially being asked their thoughts. The report also shows that most marketers believe that even when live events return, there will be more digital and virtual elements associated with them. (August 2020)
4. Millennials, Gen Z prefer short-form video content.
Blame it on short attention spans if you want, but a recent survey of 1,000 smartphone owners between the age of 13-35 who had watched videos on their smartphones in the week before the survey, found that user-generated short-form videos are by far the most-viewed video content for the audience. The marketing research found that 8 out of 10 respondents watch short-form UGC videos every day. Likewise, a full 70 percent of respondents said they would rather engage with several short videos than TV shows or longer videos. More than half of the survey respondents claim that full-length TV and video series require more of a time commitment than they are willing to give. (July 2020)
5. Research shows that marketers are “sick” of video meetings, face production issues.
Although it is likely that the long-term future (and certainly the short-term future) points toward more work from home for marketers and publishing professionals, this doesn’t mean that all marketers are happy with the arrangement. In fact, new research from Digiday (subscription required) indicates that among agencies, employees are feeling like they are working more hours and attending more meetings. According to the report, 59 percent of respondents say they are working longer hours, 61 percent say they are in more meetings, and 51 percent say they are “sick” of video meetings. Conversely, only 25 percent of respondents say they miss working from the office. (July 2020)More than half of marketers say they are 'sick' of video meetings and 61 percent say they are in more meetings due to working from home. #marketing Click To Tweet
6. Marketers share how COVID-19 is affecting marketing strategies.
If you have found yourself needing to adjust your marketing strategies during the COVID-19 pandemic, you are in good company. In fact, a full 94 percent of marketers who responded to a recent survey said that the pandemic has affected their brand marketing strategies.
The level at which brands have needed to adjust their marketing strategies varies. The largest percentage of marketers (45 percent) responded they have made moderate tweaks to their strategies. A full 31 percent of marketers claim they made strong strategic adjustments, with 18 percent claiming the COVID-19 pandemic forced them to make extreme marketing strategy adjustments. (May 2020)A full 94% of marketers who responded to a recent survey said that the pandemic has affected their brand marketing strategies. #marketing #contentmarketing Click To Tweet
7. Marketers don’t follow their own advice regarding customer feedback.
When it comes to receiving and evaluating customer feedback before launching a new product, for some marketers, the prevailing thinking might be “do as I say, not as I do.” In a survey of 7,600 marketers from 10 countries — including the United States — roughly 2/3 of marketers responded that they should get customer feedback before launching marketing efforts for new products.
However, when these same marketers were asked how they test 15 different deliverables (including emails, videos, social media content and more), those surveyed responded that they either never or less than half of the time utilize customer feedback before the content goes live. (April 2020)
8. GIF usage has surged in the United States amid COVID-19 pandemic.
Depending on your perspective, the increased use of GIFs amid the COVID-19 pandemic can be either a silver lining or just another example of something bad that this pandemic has produced. It’s fair to say that GIPHY is thrilled with the increased usage. In fact, the company has seen a 33 percent increase in GIF usage over the last month. Marketers might do well to pay attention to the kind of GIFs that are most commonly being used right now. They include a 30 percent increase in searches for “I love you,” “I miss you,” and “You got this.” Likewise, people seem to have started to develop some new hobbies. There is a 225 percent increase in terms like “drawing,” “painting,” and “design.” (April 2020)
9. Spotify overtakes Pandora much sooner than expected.
Although Pandora got an early start on Spotify as the most popular music streaming service in the United States, it didn’t take long for Spotify to catch up. In fact, even though eMarketer didn’t expect a new king of music streaming until 2021, Spotify overtook Pandora as the top music streaming platform in late 2019 — two years earlier than expected. Now, by the end of 2020, marketing research by eMarketer expects Spotify to have 75 million monthly users vs. Pandora’s 60 million. Perhaps of most interest to marketers is the fact that much of Spotify’s growth can be attributed to the introduction of podcasts into the streaming platform. This allows marketers to not only have a larger audience to whom they can advertise, but also an enhanced ability to have their own podcasts consumed. (February 2020)
10. What research says is the best time to send email campaigns.
Good timing matters in life and it also matters in your marketing campaigns. Email marketing research reported by HubSpot of the best times to send marketing emails to engage your intended audience found that mornings are often going to be your best bet for a higher open rate. Not only that, but specific mornings count. For example, the report found that email campaigns sent before 10:30 a.m. on Thursdays saw a 25% click-through-rate; while emails sent on Tuesdays in the same time frame see only a 5% click-through-rate.
Another study concluded Thursdays are the best days to send newsletters, while Wednesdays are better for sending blog posts or videos. HubSpot provides email marketers a list of what research says is the best thing to do with your emails each day of the workweek. (February 2020)
11. Nearly 1 in 4 American adults now own a smart speaker.
After an especially busy holiday season for smart speakers, the number of Americans who own one (or more) of these devices continues to quickly grow. A Smart Audio Report estimates that a full 60 million U.S. adults own at least one smart speaker. Because many people own more than one device, there are nearly 160 million of these devices now in U.S. homes.
The number of smart speakers in U.S. homes has grown by 135 percent in just two years from 67 million in December 2017 to 157 million in December 2019. Though voice devices continue to spread into more homes, marketers continue to struggle to find ways to best utilize these platforms to share content and messages. (January 2020)
12. Study documents how long it really takes to produce a marketing email.
If you ever question why it seemingly takes so long to pull together a marketing email, you aren’t alone. New research from Litmus (free registration required to view report) details that only 23% of respondents say it takes a few days or less to create a marketing email. More than half of those surveyed (53%) say it typically takes more than two weeks to develop and send a marketing email.
Respondents claim that the majority of the time spent developing emails isn’t spent on planning or writing. Instead, the aspects of a marketing email that require the most time for brands of all sizes include designing the email, coding it, and having it reviewed and approved. (2019)More than half of surveyed marketers (53%) say it typically takes more than two weeks to develop and send a marketing email. #emailmarketing Click To Tweet
B2B content marketing studies and research:
1. Survey reveals how B2B marketers are reacting to COVID-19.
More than 90 percent of B2B content marketers have changed their strategies in 2020 due to COVID-19. This is one of the key results that comes from a recent B2B content marketing research report that indicates how 2020 has changed B2B marketing. Interestingly, 86 percent of B2B marketer respondents of the survey said their organization adjusted their strategies quickly, with 4 out of 5 marketers saying the strategy adjustments were effective. Likewise, more than 85 percent of respondents foresee that the adjustments to their B2B marketing strategies will remain in effect for the foreseeable future. (October 2020)
2. Report: B2B influencer marketing still has room to grow.
Even though influencer-focused B2B marketing efforts have already been around for a few years, large and small organizations alike continue to learn new ways to make this kind of marketing work to their advantage. Among other things, the 2020 State of B2B Influencer Marketing Report details that 96 percent of B2B marketers who work with influencers are finding success. Likewise, nearly 80 percent of B2B marketers believe the importance of influencer marketing will grow in the next year. (September 2020)
3. Pandemic drives jump in ad spend by B2B organizations.
While it is unlikely to find anyone who would argue that the pandemic is a “good” thing, it has led to some good results for some B2B advertisers. For example, in large part because of the pandemic, it is expected that by the end of 2020, U.S. B2B organizations will spend 23 percent more on digital ads than they did in 2019. This is much higher than the year-to-year increase of overall digital ad spend, which is expected to increase only 1.7 percent. In dollars spent, this comes out to an increase of $1.5 billion—from $6.64 billion in 2019 to $8.14 billion in 2020. (August 2020)
4. Only 1 in 3 B2B marketers say their company is ‘excellent’ in personalization.
A new ON24 report that surveyed B2B marketers found that a significant percentage (44 percent) of respondents say their business is “excellent” in providing a “unique customer experience.” However, when asked about their ability to personalize to their audiences, only 33 percent of respondents rated their businesses excellent in this area. Similarly, only a few more B2B marketers (34 percent) say that their company’s performance in driving engagement can be rated as “excellent.” (July 2020)A new survey of B2B marketers found that 44 percent of respondents say their business is 'excellent' in providing a 'unique customer experience.' Only 33 percent say the same about their personalization efforts. Click To Tweet
5. Study shows that ebooks are most-requested B2B marketing asset.
For B2B marketers, determining which content can best help them connect with potential customers and partners is an ongoing struggle, but according to Netline’s “2020 State of B2B Content Consumption and Demand Report for Marketers,” (free registration required) the ebook is by far the most requested asset from B2B marketers, followed by white papers and guides. Though webinars are less utilized by B2B businesses, marketing research shows that webinars may be the most effective way to get leads. More than 3/4 of marketers say webinars allow them to drive more leads and 80 percent say that webinars help them reduce their cost per lead. (July 2020)
6. LinkedIn’s “dwell time” algorithm update to affect B2B marketers.
A new examination of “dwell time” on LinkedIn will affect how effectively B2B marketers are able to reach audiences on LinkedIn. The “dwell time” update looks at two elements of LinkedIn posts to consider how your brand’s followers are engaging with them: (1) dwell time on a post within the feed; and (2) dwell time on a post after clicking into it. In essence, the main goal of the “dwell time” measurement will be to help better identify which content audiences are finding meaningful. Because of this, B2B marketers on LinkedIn have an elevated need to develop content that captures the interest of their collective audiences. (May 2020)
7. Signs point to an increase in newsletter ad revenue.
Although many aspects of the economy — including the digital economy — have been hard hit during the COVID-19 pandemic, market research from PowerInbox has shown that there may be a glimmer of hope for B2B marketers in newsletters. The analysis concludes that publisher clients of PowerInbox saw nearly 25 percent more revenue from their email newsletters toward the end of March than they saw at the beginning when many U.S. businesses and individuals were first affected by the pandemic.
The study found that the number of emails that were opened were up by 20 percent at the end of the month. Likewise, click-through-rate was up by 22 percent. These were two of the main contributing factors that led to increased revenue. (April 2020)
8. ‘The Infinite Dial’ report shows podcast consumption continues to grow.
In its 22 years of existence, “The Infinite Dial” report has become one of the most recognizable podcasting and audio consumption reports available. This year’s report has yielded some fascinating information for B2B marketers who are using podcasting to support their digital strategies.
Some of the marketing research found in this year’s edition includes:
- A full 10 million Americans who were not familiar with podcasting last year now are this year. Approximately 75 percent of the American public is now familiar with podcasting.
- More than half of Americans (55 percent) have listened to a podcast. This is a 4 percent increase from the 51 percent that was included in last year’s report.
- More than 1/3 of Americans listen to one or more podcasts monthly. This means more than 100 million Americans consume a podcast at least once per month. (March 2020)
9. Nearly 2/3 of B2B marketers say email is the most effective channel.
While B2B marketers continue to explore how to best connect to market their products or services, a majority of B2B marketers (59 percent) say that marketing through email is the most effective tactic. The same group of B2B marketers who were surveyed claimed there are some effective tactics they can take to make their emails even more effective. For example, according to Experian, 56% of email marketers who use emojis in their subject lines have a higher open rate. (March 2020)A majority of B2B marketers (59%) say that marketing through email is the most effective tactic. #emailmarketing Click To Tweet
10. More than half of companies will use LinkedIn for marketing by next year.
Currently, greater than 49 percent of all companies with 100 or more employees use Linkedin for B2B marketing purposes. According to a report from eMarketer, this number will jump to greater than 50 percent in 2021 — suggesting that LinkedIn still has yet to realize its full potential as a B2B platform.
This number has shown a steady increase over recent years. In 2017, 46 percent of companies with 100 or more employees were utilizing LinkedIn. In recent years, LinkedIn has released several features to allow organizations to target audiences based on industry, company, job title, and education. Each of these features strengthens LinkedIn’s ability to help organizations with their B2B marketing efforts. (February 2020)
B2C content marketing studies and research:
1. SEO survey details this year’s most effective link-building tactics.
Search engine optimization content professionals were asked in a recent survey If they had to choose one tactic only for link-building, which tactic would they choose? More than half of those who responded said that outreach and content creation are most important. Nearly a quarter of respondents said that they would choose guest blog posts. When asked which tactics they most often use, more than 80 percent of respondents said that they use content creation and outreach initiatives and more than 75 percent of those who responded said that they utilize guest blog posts. (October 2020)
2. Study: Gen Z is more likely to remember your ads.
While marketers are worried about the perceived short attention span of their younger audiences, a recent study is showing that just because Gen Z doesn’t stick around for your full ad, that doesn’t mean you can’t reach them. The Snap and Kantar-sponsored marketing research shows that 59 percent of Gen Z respondents can recall a brand’s skippable video ad. This is a notably higher rate than the 47 percent of Gen Xers who can do the same. Perhaps what is even more impressive is that 55 percent of Gen Z consumers who watch a skippable ad for less than two seconds can remember it. This number is significantly higher than the 26 percent of Gen X consumers who can do the same. What does all this mean? Among other things, it means you can make a lasting impression in a short period of time in your marketing efforts to young adults and teens. (September 2020)A full 55% of Gen Z consumers who watch a skippable ad for less than two seconds can remember it. This number is significantly higher than the 26% of Gen X viewers who can do the same. #advertising #contentmarketing Click To Tweet
3. Podcast ad spend in the U.S. will reach $1 billion in 2021.
Because the popularity of podcasts has continued to increase in recent years, so has the amount of ad spend dollars that organizations are willing to spend on podcast platforms. According to marketing research, the U.S. ad spend on podcasts will increase to top more than $1 billion spent in 2021. Perhaps even more impressive is the sharp increase that will be seen from 2020 to 2021. Whereas ad spend on podcasts is expected to reach $782 million in 2020, the estimated total for 2021 is $1.13 billion. This is an increase of more than 40 percent year over year. (August 2020)
4. Nearly half of consumers have changed brand preferences during pandemic.
With all of the problems that 2020 has brought with it, it has also created some opportunities for brands to connect with new customers. A full 45 percent of surveyed consumers reported that the pandemic and racial justice issues have caused them to change brand preferences in the last few months. Additionally, more than 3 in 5 consumers responded that they expect their brand preferences will permanently change — even after the pandemic is over. The study also found that consumers are expecting businesses to be socially responsible. A full 88 percent of consumers say the pandemic has made it more important for companies to be ethical and 9 out of 10 consumers say they would rather buy from brands that prioritize employee and customer safety. (July 2020)
5. New data suggests why customers unsubscribe from your email lists.
- Emails come too often. For some “too often” means daily (34 percent), while for others it means once per week (17 percent).
- The content is not valuable. About 17 percent of people will unsubscribe from email content that feels overly promotional or spammy, and nearly 10 percent will unsubscribe if the content is “no longer valuable.”
- Unexpected content. About 5 percent of people say they unsubscribe from email lists that they don’t recall signing up for in the first place. Another 5 percent say they unsubscribe because the content of the emails doesn’t deliver on what they were expecting when they first signed up for the email subscription. (July 2020)
6. Email marketing continues to be a major player in digital marketing efforts.
Though it may have seemed that most marketers were already using email in their marketing efforts, new data shows that email marketing continues to be adopted by organizations. Between 2018 and 2020, email marketing saw an 11 percent usage increase. This now means that 82 percent of brands are utilizing email marketing efforts.
According to the marketing research found in a recent Salesforce study, email marketing is now the third-most popular digital marketing channel behind websites and social media, despite email marketing’s continued growth. Social media was less popular than email two years ago, but a 32 percent growth surge in social media usage in the last two years skyrocketed into second place. (May 2020)
7. Report details correlation between social followers and product sales.
Social media marketers now have a new important piece of information to share with executives when discussions turn to social media and ROI. According to a report from Sprout Social, almost 90 percent of consumers say they will purchase products from brands they follow on social media.
Likewise, the study found that after consumers follow a brand on social media, 75 percent of them increase the amount they spend on products or services from the brand. This is an increase from the 63 percent who answered similarly in 2019. (May 2020)According to a new report, almost 90 percent of consumers say they will purchase products from brands they follow on social media. #smm #contentmarketing Click To Tweet
8. Nearly three-fourths of your website content is not seen by your customers.
If you have developed a process for consistently creating content for your website, recent data suggests that you may want to also make sure you are putting ample time into ensuring that your content is useful and findable. A new report from Contentsquare has found that nearly 70 percent of the content published on websites is not seen by customers and prospects. Lest you think this report doesn’t apply to you, the data was compiled from content published over 12 months on 400 websites from several different industries, including luxury, apparel, beauty, travel, grocery, automotive, energy, home supply and technology, and financial services. The report also found that the financial services industry receives the most free traffic at 80 percent and the travel industry sees the most paid traffic at 49 percent. (March 2020)
9. Influencer marketing is predicted to be a $10 billion industry by the end of 2020.
Although many organizations are still looking into ways to best utilize influencers in their marketing efforts, the difficulty in measuring ROI hasn’t slowed influencer marketing practices among brands. In fact, influencer marketing is predicted to be a $10 billion industry by the end of 2020.
As your organization considers how to use influencer marketing, consider the following:
- Nearly 9 out of 10 marketers use “engagement” to measure the effectiveness of an influencer campaign.
- Almost 70 percent of marketers claimed that Instagram is the most effective channel for their influencer campaigns.
- Nearly 60 percent of marketers say that influencer content outperforms their own content.
10. Purchases via smart speakers not seeing significant increase.
Yes, recent years have seen a significant increase in the purchase and use of smart speakers. Despite the increase in ownership and consumption of these devices, these devices still are not a significant factor for consumers when making purchasing decisions. In fact, in Q2 2019, eMarketer estimated that more than 23.6 million U.S. consumers will have made a purchase through a smart speaker by the end of 2020. Recent data suggests this estimate will not come to fruition and eMarketer now predicts the number of U.S. consumers who will make a purchase through a smart speaker by the end of this year will be closer to 21.6 million people.
According to eMarketer, the number of people purchasing through smart devices is increasing each year — but the increase is slower than expected. It is expected that 10.8 percent of all U.S. digital buyers will have made a purchase by smart speaker before the end of this year. (February 2020)
12. Report shows publishers are dissatisfied with ROI from platform publishing.
Despite the fact that users are seeing more content from more publishers in more platforms, this doesn’t mean that all publishers are finding their efforts successful.
A new DigiDay report finds that the majority of publishers are less satisfied with their platform publishing results in 2019 than they were in 2018.
The percentage of publishers who claim to be satisfied with the ROI of publishing on platforms is as follows:
- Google AMP: 38%
- Facebook news feed: 33%
- Instagram: 21%
- Facebook Instant Articles: 20%
- Apple News: 18%
- Snapchat: 17%
13. Report details most-effective PPC channels.
Wasting time and money on less-than-effective PPC campaigns is the last thing that any marketer wants, yet it still happens frequently. You can minimize the likelihood of throwing away your efforts on PPC channels that don’t work by learning from other marketers who have figured out what works best for them.
According to recent research from Hanapin Marketing, the most effective PPC channel is search — and it’s not even close. Check out the results of the percentage of marketers who consider the following channels to be most effective:
- Search (65%)
- Social (15%)
- Shopping (9%)
- Remarketing (4%)
- Display (3%)
14. Desktop conversions are still more valuable than mobile conversions.
Even though mobile conversions continue to grow, the majority of consumers still prefer to use desktop devices for transactions. A recent analysis of 10 million ad clicks shows that desktop users convert 60% more often than mobile users. Additionally, on average, desktop conversions are worth a full 93% more than mobile conversions.
Some of the issues that may result in fewer conversions on mobile include poor landing pages that are not conducive to transactions; apps that drive traffic, but not conversions because of a lack of quality; and ads that lead to accidental clicks on mobile. (October 2019)
Social media content marketing studies and research:
1. Sprinklr’s #BeautyTwitter report shows the platform is a major player in beauty discussions.
Although one may think first of Pinterest or Instagram for beauty content on social media, a recent report by Sprinklr shows that Twitter is also a major player in social media beauty conversations. In their first-ever #BeautyTwitter report, Sprinklr shows that the platform saw more than 118 million tweets about beauty-related topics from July 2019 through July 2020. The report shows that the most popular beauty-related hashtag is #Makeup. Also, the report found that the day for the highest volume of beauty tweets is Wednesday and the best time for a brand to tweet about beauty is noon Eastern time.The most prominent beauty-related hashtag on Twitter is #makeup. #contentmarketing Click To Tweet
2. User-generated videos are becoming more prevalent in Facebook news feeds.
Although YouTube continues to attract viewers on a consistent basis, data indicates that Facebook has had a significant increase in the number of video views on the platform among videos that were not developed by brands or other media companies. In fact, data shows a significant increase in these video views throughout the first several months of 2020. Whereas January 2020 saw 223 billion views of these kinds of videos, August 2020 saw 495 billion views — a 122 percent increase in just eight months. (September 2020)
3. Virtually nobody is going to share your branded hashtag.
Although you may think your branded hashtag is a great way to encourage UGC that promotes your brand, a recent study has indicated that very few people will even consider sharing a branded hashtag. According to a report from Visual Objects, 75 percent of people say they are “unlikely” to share content on social media with a branded hashtag. The report also found that only about 1 in 10 survey respondents have interacted with a hashtag campaign in the prior three months. Brands who are seeking to have consumers support them with UGC may be more successful if they ask consumers to share reviews on third-party websites, with more than 1 in 4 saying they are “likely” to do so. (August 2020)According to a report from Visual Objects, 75 percent of people say they are 'unlikely' to share content on social media with a branded #hashtag Click To Tweet
4. Facebook adds 100 million monthly active users in Q2.
Despite the recent Facebook advertiser boycott, the social media behemoth continues to show growth. In addition to adding 100 million monthly active users in Q2, the Facebook company now has three billion worldwide users in its family of apps (Facebook, Messenger, Instagram, WhatsApp). Among its user base, Facebook also has a large percentage of daily active users with nearly 2/3 of Facebook users use the app on a daily basis. Facebook expects to see continued growth during Q3, though the company says the rate at which the growth occurs will likely slow. (July 2020)
5. LinkedIn report details how marketers are dealing with COVID-19.
LinkedIn surveyed more than 450 marketers to learn how the pandemic is affecting them and their marketing activities. Some of the survey’s results include:
- A full 76 percent of those surveyed said they were forced to shift marketing priorities because of the pandemic.
- When identifying their largest single concern, more than a third of respondents answered budget cuts.
- Nearly 1 in 5 marketers say COVID-19 had a “major impact” on their marketing strategies. (July 2020)
6. Social networks are seeing a boost in user engagement — but some platforms more than others.
Social media users in the United States are spending more time online, but the increase in time is not evenly distributed among the major social platforms. A new eMarketer report shows that social media usage among adults is up by nearly 7 minutes compared to usage one year ago. However, both Instagram and Snapchat are seeing a larger increase in time spent on the platforms than Facebook. Daily Instagram usage in 2020 is up 13.8 percent. Snapchat usage is up 12 percent. Comparatively, Facebook usage in minutes per day is up 4.3 percent. (May 2020)
7. Facebook shares new Information about how users watch videos on the platform.
In a survey of 3,000 users who watch videos on Facebook Watch at least once per week, Facebook found a few interesting findings that may help your organization as it considers its Facebook video strategy.
Included among some of the notable findings:
- More than 80 percent of all Facebook Watch users are seeking opportunities to connect with other users who have similar interests.
- Those surveyed said that they are very likely to share content found on Facebook Watch. In fact, 94 percent of users surveyed regularly share Facebook Watch content.
- Viewership rates among those who are active users remains high throughout the day, but generally speaking, Facebook Watch videos are more viewed in the evening or afternoon. (May 2020)
8. Social media use is on the rise during global pandemic.
If it feels like your content is being engaged with more than usual in recent weeks, that’s not your imagination — that’s an effect of COVID-19. As people self-isolate, they are more likely to use social media.
A recent report of social media usage in the United States, Italy, and Spain found:
- The number of Americans actively using Facebook increased by 2.5 percent from February 2020 to March 2020.
- The number of Italians using Facebook increased by nearly one percent during the same time period.
- The number of people in Spain using Facebook Messenger between February and March jumped a whopping 10.5 percent. (April 2020)
9. Learn five Facebook video stats that might change your perspective on video marketing in 2020.
You already know that video marketing is a key element of your social media strategy. However, you may not be as aware that the best tactics and strategies for developing your video marketing change on a regular basis. HubSpot recently shared five things that would be helpful for you to know in 2020 as you develop your Facebook video marketing content.
- More than 500 million people view videos on Facebook daily.
- Those 500 million viewers account for roughly 8 billion video views each day.
- More than 5 million brands advertise with videos on Facebook each month.
- Posts that include videos receive higher engagement than any other type of post.
- Since 2016, sponsored video views have increased by more than 250 percent.
10. Marketers are now spending more on Instagram ads than YouTube.
According to a recent Bloomberg report, marketers are spending more on Instagram than on YouTube. In fact, it appears as if marketers are spending much more on Instagram. The report details that Instagram brought in $20 billion in ad spend in 2019.
Conversely, Google brought in about $15 billion in ad revenue last year. This huge intake of ad revenue makes Facebook’s $1 billion purchase of Instagram in 2015 look like a steal. The ads appear to be working. Roughly one-third of Instagram users have made a purchase directly attributed to an Instagram ad. (February 2020)
11. Sharablee lists the most engaging consumer brands.
If you’re looking to learn from the best social media accounts, look no further than the list recently compiled by Sharablee that details the most engaging consumer and media brands.
In its evaluation of “social actions” such as likes, shares, comments, video views and more on Instagram, Facebook, and Twitter, Sharablee found the following brands were most successful in engaging audiences in 2019:
- Fashion Nova — 282.5 million engagements
- Huda Beauty — 228.9 million engagements
- Victoria’s Secret — 194.9 million engagements
- Kylie Cosmetics — 194.1 million engagements
- ColourPop — 151.4 million engagements
12. TikTok downloads explode to surpass digital giants.
If your company can find meaningful ways to engage with audiences on TikTok, now might be the time to jump on developing your publishing strategy for the platform. Sensor Tower’s Store Intelligence Data Digest shows that only WhatsApp had more downloads last year than TikTok.
Yes, this means that TikTok was downloaded more times in 2019 than Facebook, Messenger, and Instagram. Before you jump into TikTok, consider if your desired audience is there. A full 45 percent of the app’s downloads in 2019 occurred in India. (January 2020)TikTok was downloaded more times in 2019 than Facebook, Messenger, and Instagram. #socialmedia #contentmarketing Click To Tweet
13. Generational preferences influence how audiences use social platforms.
A study by The Manifest of more than 600 Gen Z, Millennial, Gen X, and Baby Boomer social media users has found that more than 80 percent of respondents in each generation use social media daily — however the platforms the different groups prefer to use vary by generation.
A couple of the report’s interesting findings include:
- Whereas at least 87 percent of Millennials, Gen X, and Baby Boomers use Facebook at least once per week, only 36 percent of Gen Z does the same.
- Gen Z is also more likely to use YouTube — though not by as wide a margin. Nearly 90 percent of Gen Z uses YouTube weekly. About 86 percent of Millennials, 68 percent of Gen X, and 52 percent of Baby Boomers do the same.
14. Influencers see a drop in engagement after Instagram’s test to hide likes.
Recently Social Media Today partnered with HypeAuditor to document a study that details the social engagement from more than 150,000 Instagram influencers. Each of these influencers sees about 1/3 of their followers coming from regions where Instagram is testing hiding like counts. The report has found that smaller influencers are seeing a smaller decrease in the percentage of likes lost per post than larger influencers.
For example, influencers in Brazil with between 1,000 and 5,000 followers saw a 17 percent decrease in likes per post; whereas Brazilian influencers with between 100,000 and 1 million likes saw a 26 percent decrease. (November 2019)
15. Data suggests Snapchat has made a comeback.
An eMarketer report estimates that by the end of 2019, Snapchat will have a total of 293 million users worldwide — 14 percent more than the number of followers at the end of December 2018. The company now expects a total of 356 million worldwide users of the platform by the end of 2023. (November 2019)
16. Facebook reports a significant year-over-year increase in ad impressions.
Compared to this time last year, Facebook has seen a 37 percent increase in ad impressions on its family of social platforms. The company is reporting that the increase is largely being driven by Facebook news feed ads, Instagram feed ads, and Instagram Stories ads.
Another potential reason for the increase in ad impressions is the decrease in the price per ad, which dropped six percent from one year ago. (November 2019)
17. Young Americans are using social media less now than two years ago.
A report that details the use of social media by Americans between the ages of 12-34 shows that this group seems to be using most major social media platforms less than it did two years ago.
- Facebook use is down from 79% in 2017 to 62% in 2019.
- Twitter use decreased from 36% to 29%.
- Pinterest dropped from 36% to 31%.
- LinkedIn dropped slightly from 23% to 21%.
- Instagram — a notable exception — has thus far been able to buck the trend, growing from 64% two years ago to 66 percent in 2019.
18. Study explores effectiveness of Quora ads vs. Reddit ads.
A recent study by Bannersnack measured the effectiveness of ad spend on Quora vs. Reddit.
Here is what the study found:
- Reddit ads had 7 times as many impressions as Quora ads. Despite this, Quora ads received more clicks.
- Despite the Quora ads receiving more clicks, the Reddit ads generated more sales.
- Almost all of the impressions and clicks on the Quora ads came from mobile.
Bannersnack didn’t declare a “winner” between the two platforms but did conclude that it may be worth marketers’ time to pay attention to both Quora and Reddit.
See more monthly roundups to help apply content marketing research:
- Content Marketing Trends to Know (With Examples): Monthly Roundup
- Social Media Marketing News: Monthly Roundup
- Freelancing Tips & News: Monthly Roundup