social media trends 2015
TRANSCRIPT
SOCIAL MEDIA TRENDS 2015Frank E. Parcells, Ph. D., Professor of Communication
@ Austin Peay State University
Email: [email protected]
A GLOBAL DIGITAL
SNAPSHOT IN 2015
TOP SOCIAL MEDIA GROWTH
TRENDS ENTERING 2015
The social media continue their fierce
growth patterns adding users daily
throughout the world.
Pinterest was the fastest growing social
network in 2014 as it reached 200-million
active users last year.
Globally the social network to watch is
Instagram which recently surpassed Twitter in
the total worldwide user count and has
increased its user base by 23% is just the past
three months.
Google+ enjoys a much better social
networking site growth rate than most realize
ranking at 540-million active users today.
• Facebook has over
1.15 billion users
today.
• Twitter has over 650-
million worldwide
users.
• Google+ has over
550-million active
total user accounts.
• YouTube has over 1-
billion active monthly
users today.
• LinkedIn has 380-
million users today.
SOCIAL MEDIA USER
TRENDS FOR 2015 Multi-platform use is on the rise: 52% of online adults
now use two or more social media sites, a significant increase from 2014, when it stood at 42% of internet users.
For the first time, more than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors.
For the first time, roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half of all Instagram users (49%) use the site daily.
For the first time, the share of Internet users with college educations using LinkedIn is over 50%.
Women dominate Pinterest: 42% of online women now use the platform, compared with 13% of online men.
THE TIME SPENT ON SOCIAL
MEDIA CHANNELS IN 2015
TODAY’S SOCIAL MEDIA
LANDSCAPE
2015 SOCIAL MEDIA
CHANNEL USER FACTS
74% of online adults use social networking
sites.
40% of smartphone owners use a social
networking site on their phone.
71% of online adults use Facebook.
28% of online adults use Pinterest.
28% of online adults use LinkedIn.
26% of online adults use Instagram.
23% of online adults use Twitter.
MOBILE USE OF THE SOCIAL MEDIA
CHANNELS INCREASES IN 2015
Social Media & Mobile
Technology• Social media via mobile technology
started quite a few years back and is expected to continue its growth through 2015 as well.
• More and more people are going to access social media through their mobile devices, and recent trends show that the rise in the number of users who use only mobile to access social media has been much more than those using any other forms of devices.
• Social media platforms are
expected to make their services more mobile-friendly.
• A number of new apps for the social media platforms are expected to emerge and these will make it easier for the users to access social media, no matter where they are.
HERE’S A PROFILE OF SOCIAL
MEDIA USERS IN 2015
CHECK OUT EACH OF THE
PROMINENT SOCIAL MEDIA
CHANNELS
THE MAJOR SOCIAL
MEDIA TRENDS OF 2015 A greater emphasis on online customer services
exists in the social media today.
More and more very specialized niche social networks are developing online.
There is much buzz in the social media about wearable tech (watches, etc.) enabling more and more social media chat.
Lot’s of user desire to build relationships with vloggers(video bloggers) online.
User desires highlight a desire for greater social media privacy protection.
Social media users want more caring and less selling on social media networks.
THE MAJOR SOCIAL
MEDIA TRENDS OF 2015
The chances are great that 2015 will bring even more anonymous social media like those launched in 2014 (Whisper and Secret).
Businesses will finally get it and stop pitching and begin to relate to their customer base through the social networks.
“Buy” buttons are likely to become a frequent faceplate in both Twitter and Facebook as both have tested their use throughout 2014.
Short videos in the social media will become increasingly favored options by users.
All of the social media will be more and more designed for use on mobile devices like smartphones and tablets.
THE IMPACT OF THE SOCIAL
MEDIA ON SOCIETY IN 2015
Do social networking sites isolate people and worsen their relationshipsor do they actually enhance and stimulate relationships?
Social networking sites are increasingly used to keep up with close social ties
The average user of a social networking site has more close ties and is half as likely to be socially isolated as the average American
Facebook users are more trusting than others
Facebook users have more close relationships
Internet users get more support from their social ties and Facebook users get the most support.
Facebook users are much more politically engaged than most people.
Facebook revives “dormant” relationships.
MySpace users are more likely to be open to opposing points of view.
Audio and video will dominate social media marketing in 2015.
More and more social media users will pay to play in online gaming with others.
HERE’S SOME YEAR-TO-YEAR
INTERESTING DIGITAL MEDIA STATS
FOR 2015
NOTE PARTICULARLY THE MOBILE USER SOCIAL MEDIA ACCOUNTS
INCREASE AS WELL AS THE RISE IN ACTIVE INTERNET USERS
THE MOST ACTIVE SOCIAL
MEDIA CHANNELS IN 2015
ACTIVE SOCIAL MEDIA CHANNELS
ACROSS THE WEB FOR 2015
TOP SOCIAL MEDIA CHANNELS IN
MEMBERS AND ACTIVE USERS FOR 2014
KEY SOCIAL MEDIA USAGE
FACTORS IN 2015
The size of the social media network still matters.
Social media channel growth dynamics offer surprises across the board for businesses like B2B, B2C, nonprofit, and solo entrepreneurs. LinkedIn’s the winner for business pros.
Social media usage extends across multiple networks.
The average social media user has 5.54 different accounts.
16 to 24 year olds have an average of 6.6 different accounts.
24 to 36 year olds use the most different social networks for an average of 4.2 channels.
KEY SOCIAL MEDIA USAGE
FACTORS IN 2015
Social media usage extends across
multiple networks.
8% of Internet users visited Facebook,
YouTube, Twitter, and Google+ in the past
month.
One third of Internet users visited YouTube,
Facebook, and Twitter in the past month.
90% of Facebook visitors also visit YouTube and
almost half visited Twitter in the past month.
Social media activity moves to apps.
Participation motivation powers social media behavior.
SOCIAL MEDIA CHANNEL
CHOICE & USAGE BY AGE
GROUP ONLINE FOR 2015
ESTIMATED SOCIAL MEDIA CHANNEL
GROWTH IN 2015 & 2016
REAL TIME MARKETING IS BEING
REDEFINED & SOCIAL MEDIA
SPENDING ON INCREASE IN 2015
LET’S TAKE A CLOSE LOOK AT
THE USERS OF FACEBOOK Looking demographics of Internet
users, we find that Facebook skill skews strongly toward women.
Facebook is the top social network for teens in the U. S.
Instagram has edged out both Facebook & Twitter in terms of prestige among young users.
Twitter us leaning slightly toward male users.
LinkedIn is more popular than Twitter among U. S. adults.
YouTube reaches more 18 to 49 year old adults than any single cable TV network.
COMPARING FACEBOOK &
TWITTER AS SOCIAL NETWORKS
COMPARING FACEBOOK &
TWITTER AS SOCIAL NETWORKS
COMPARING FACEBOOK &
TWITTER AS SOCIAL NETWORKS
COMPARING INSTAGRAM,
FACEBOOK, & YOUTUBE
REACHING SOCIAL MEDIA
USERS IN DIFFERING CHANNELS
SOCIAL MEDIA TRENDS FOR 2015
IMPACTING CONSUMERS
Social media continue to propel consumer spending.
Friends will influence your spending through the social media.
New social media networks will rise; watch Yik Yak and Ello.
Advertising on Facebook & Twitter becomes an essential of social media marketing mix.
Image-based social media will be most influence buying habits.
Publishing on LinkedIn will increase in popularity.
Content marketing will remain an effective social media ad tool.
Social media will continue to drive customer service.
Marketing to millennials in the social media becomes essential.
The purchasing power of minorities will increase in the social media.
WHEN USING THE SOCIAL
MEDIA CHANNELS IN 2015
As a communicator using multiple social media channels:
Engage your audience by being genuine, generous, and grateful.
Honesty through genuineness.
Generous by asking for their opinions in the social media.
Grateful by rewarding them by giving them something in return for their help.
SOCIAL MEDIA USAGE IN 2015
ACROSS CHANNELS
THE TOP 5 REASONS WHY PEOPLE
FOLLOW BRANDS IN SOCIAL MEDIA
USER FEELINGS ABOUT BRANDS IN
THE SOCIAL MEDIA
SOCIAL MEDIA
ADOPTION OF
TOP BRANDS
WEB USERS INCLUDE SOCIAL
MEDIA WHEN MAKING PURCHASE
DECISIONS ONLINE
VIDEO THRU SOCIAL
MEDIA RULES IN 2015
Social Media Video
TWITTER LAUNCHES A BETA
VERSION OF VIDEO ADS
Twitter has recently launched a beta version of their Promoted Video Ads service, taking a huge marketing step to encourage marketers into focusing on online video promotion.
Vine is Twitters micro-video service with 6-second promoted video ads.
Promoted Video Ads allow video promotion on Twitter for the first time ever, offering great video analytics through a pay-per-click system.
TWITTER: FROM VINE VIDEO
TO VINE FOR KIDS APP
On January 30, 2015, Twitter
launched its new Vine Kids,
a separate stand-alone
video sharing tool aimed at
children.
Twitter said the new app is
meant to be a place full of
short videos appropriate for
kids to watch.
Vine Kids is available only for
Apple iOS, and no word on
if or when it will be coming
for Android.
GOOGLE ENAHCNES ITS YOUTUBE
VIDEO ADWORDS WITHOUT GOOGLE
Google’s made its marketing
move on YouTube by
enhancing its Video
AdWords just on YouTube.
This new ads update allows
YouTube video marketers to
gather and handle their own
analytics data right within
YouTube rather than having
to go to Google’s AdWords.
Social media video
marketing is on its way to
even better storytelling
success.
Explainer videos explain any product in
under 2-minutes while Screencast videos
(below) showcase how a product works.
SOCIAL MEDIA ARE A BIG DEAL
ON MOBILE DEVICES IN 2015
Social apps are a very big deal with mobile devices like smartphones and tablets today.
65% of social network traffic is from mobile devices in 2015.
What does this mean?
Online users first choice is to access the social media channels via mobile devices.
Web designers MUST take mobile device websites seriously using responsive design.
MOBILE DEVICE ACCESS OF
SOCIAL MEDIA BY GENDER
SOCIAL MEDIA ACCESS FOR
MOBILE TABLET USERS
e-COMMERCE CONVERTS TO
s-COMMERCE FOR THE SOCIAL
MEDIA NETWORKS IN 2015
Among the biggest trends in social media is e-commerce over the social networks [social or s-commerce].
More and more social media networks are developing means by which to handle payments within their own channels.
Simply put, the shorter the path to payment conversion, the greater chance that the transaction takes place.
Such social networks as Facebook, Twitter, Tumblr, and Snapchat are working with s-commerce in 2015.
PROS AND CONS OF THE SOCIAL
NETWORK CHANNELS IN 2015
LOOKING AT SOCIAL MEDIA USE
BY THE NUMBERS COMPARED TO
MORE TRADITIONAL MEDIUMS
PRIMARY REASONS OF USE FOR
THE VARIOUS SOCIAL MEDIA
CHANNELS IN 2015
THE VARIOUS SOCIAL MEDIA
CHANNELS IN 2015 & THEIR
PRIMARY PURPOSES
WHAT’S YOUR OWN
SOCIAL MEDIA USAGE
DURING THE LAST MONTH?
THE SIX TYPES OF
SOCIAL MEDIA USERS
TODAY
SOCIAL NETWORK
USER AGE GROUP
DEMOGRAPHICS
LOOK AT THE TYPES OF SOCIAL
MEDIA PLATFORMS IN 2015
WHICH FORM OF MEDIA DO YOU
USE MOST? MOBILE DEVICES
HAVE IT ACROSS THE BOARD!
SO…DO YOU REALLY NOT NEED
SOCIAL MEDIA IN 2015?
WHAT DOES ALL OF THIS MEAN
FOR SOCIAL MEDIA USERS IN
2015 AND BEYOND? The social media landscape is always in a state of flux
and change so keeping pace with all of the social channels is a real challenge in the 21st Century.
Social media are transitioning to local and mobile-based platforms.
Social media users are self-appointed leaders sharing their experiences across multi-channels.
Consumers become self-published journalists and videographers through a wide variety of social media channels.
New iOS apps provide easy video storytelling over mobile smartphones and tablets.
Social media channels have become essential to today’s communication where even CEOs introduce themselves to consumers through variety of different mediums.
About the Author
Dr. Parcells teaches advertising, corporate
communication, marketing communications, Internet &
web technology, media management & economics,
and social media marketing in the Department of
Communication at Austin Peay State University in
Clarksville, TN.
Website Address: http://DrParcells.org.
Email: [email protected]
LinkedIn: https://www.linkedin.com/in/frankparcells/
Facebook:
https://www.facebook.com/feparcells?ref=profile
Twitter: https://twitter.com/APSU_DrP
Frank E. Parcells (Ph. D., Professor of
Communication) @ Austin Peay State University