1.
WHAT’S NEW
The Quick & Dirty Social Media Update
March, 2019

2.
GetSet for Growth is a 22-months non-profit project, fully funded by
the J.P. Morgan Chase Foundation.
Our mission is to help 500 young businesses until October 2019 ,
to persevere and grow into sustainable ventures.
We do this by providing no-nonsense, plain English, highly practical
support to help you find the right solution for your funding needs,
create a winning marketing strategy and strong financial structures.
About GetSet for Growth

3.
GLOBAL TRENDS
• The number of social media users worldwide in 2018
is 3.196 billion, up by 13 % from 2017.
• Yet profound “loneliness is an epidemic”.
• Young people spending more than two hours per day on social
networking sites are more likely to report poor mental health,
including psychological. (Though current research is
inconclusive.)
• Mindfulness, tech minimalism and privacy concerns are on the
rise.

4.
GLOBAL TRENDS
https://www.smartinsights.com/social-media-marketing/social-media-
strategy/new-global-social-media-research/

5.
BUSINESSES DO IT
https://buffer.com/resources/facebook-marketing-2019

6.
KIDS DO IT TOO
https://www.ofcom.org.uk/research-and-data/media-literacy-
research/childrens/children-and-parents-media-use-and-attitudes-report-2018
• continuing decline of
Facebook use with
12-15 year olds,
Facebook profile
number decreasing
from 40% to 31% ,
2017 to 2018.
• Instagram increased
from 14% to 23% in
the same period with
Snapchat fixed at
31%
• YouTube is winning
in the demographic

7.
UK TRENDS
https://www.ofcom.org.uk/research-and-data/multi-sector-
research/cmr

8.
GLOBAL TRENDS - Content
https://sproutsocial.com/insights/data/q2-2017/

9.
GLOBAL TRENDS
https://sproutsocial.com/insights/data/q2-2017/

10.
GLOBAL TRENDS - Ads
https://www.socialmediaexaminer.com/social-media-advertising-
research/

11.
GLOBAL TRENDS - Ads
https://www.socialmediaexaminer.com/social-media-advertising-
research/

12.
GLOBAL TRENDS - Ads
https://www.surveymonkey.com/curiosity/74-of-people-are-tired-of-
social-media-ads-but-theyre-effective/
• Nearly 3 out of every 4 users (74%) think there are too many ads.
Looking at 35+ years olds, the number grows to 78%.
• 63% complains of repetitiveness and 51% of lack of diversity.
• 44% of users find the ads irrelevant to their wants and needs. For
those 35 and older, the number goes up to to 51%.
• However, if you are too relevant, you can easily creep them out.
• Consumers trust social media ads 17% less than TV ads.

13.
GLOBAL TRENDS - Ads
“The more a consumer engages in brand related communication
(this factor has the strongest influence potential) on a social
platform, the more positive is his attitude towards the
advertisements he sees on them.”
Organic content is key for better ad effectiveness.
https://www3.unifr.ch/marketing/fr/assets/public/documents/Travaux
Bachelor/cretti(1)%5B2%5D.pdf

14.
FACEBOOK – BIG PICTURE
• Stagnant user base, shrinking revenues and growing costs
• Mainstream user base
• Latest pivot: “privacy focused company”, “the digital
equivalent of the living room”
• Mission: Help build meaningful connections
• “private messaging, ephemeral stories, and small groups
are by far the fastest growing areas of online
communication”
https://www.facebook.com/notes/mark-zuckerberg/a-privacy-
focused-vision-for-social-networking/10156700570096634/

15.
FACEBOOK
Growth(?)
In the US, its daily user base is stagnant;
In the EU, it has shrunk by three million.
Worldwide growth is 22 million users, driven largely by growth in
India, Indonesia and the Philippines
De-prioritising page content
move “from focusing on helping you find relevant content to
helping you have more meaningful social interactions.”
“We decided that having the community determine which
sources are broadly trusted would be most objective.”

16.
FACEBOOK
“Facebook is
encouraging
marketers to look at
their fan bases as a
way to make paid
advertising more
effective rather than
using it as a free
broadcast channel.
Facebook says you
should assume
organic reach will
eventually arrive at
zero.”

17.
FACEBOOK – To Do
• Get as much interaction from a single post as possible
• Live videos - video performs better than all other types of
Facebook posts
• Inspirational, funny, or practical content generates the most
engagement
• Treat Facebook as an advertising platform
– Custom Audiences: Target Facebook ads based on your email list.
– Lookalike Audiences: Target Facebook users similar to your
customers.
– Audience Insights: Learn about your existing Facebook audience to
better target your ads.
– Messenger and Stories Ads
https://buzzsumo.com/blog/facebook-engagement-guide/?utm_source=buffer&utm_campaign=blog

18.
TWITTER – BIG PICTURE
Road to recovery:
Profitable
User growth is stagnant but daily activity is growing
The product is improving

19.
TWITTER
The Twitter timeline:
Users can switch between
chronological and algorithmic
Slightly lost direction in the past,
battling with fake news, trolls and
revenue – but stock price has gone
up 155% in the past year
Enhanced analytics tools and
dashboard.

20.
TWITTER – To Do
• Be present, chat, converse, be part of the community.
• Videos are six times more likely to be retweeted than
photos and three times more likely to be retweeted than
GIFs
• Engage in Twitter chats
• #noBrainer: reply to mentions

21.
INSTAGRAM – BIG PICTURE
• Still growing user base and coolness
• Young and female (68%), overtaking Snapchat as most
important social media amongst teens.
• (Sort of) simple, visually focused, inspiring, escapist.
• “to capture and share the world's moments”
• Moving away from creative platform for artists towards
heavy consumer generation.
https://www.facebook.com/notes/mark-zuckerberg/a-privacy-
focused-vision-for-social-networking/10156700570096634/

22.
INSTAGRAM – BIG PICTURE
• Steadily moving towards
becoming an end to end
online discovery and shopping
platform.
• Shopable posts have gone
global enabling direct links to
products.
https://www.facebook.com/notes/mark-zuckerberg/a-privacy-
focused-vision-for-social-networking/10156700570096634/

23.
INSTAGRAM
– 1 in 5 organic Instagram
Stories from brands see
at least one direct
message from a
consumer
– average time spent on
Instagram per day grew
to 28 minutes since the
launch of Stories
– AR battles: face filters,
stickers and augmented
reality

24.
INSTAGRAM
IGTV picking up amongst users
Driving traffic from post to Story and vica versa
Self-care, transparency, gifs and friendly shout-outs are
trending.
The cost of influencer fraud is $500m a year according to
influencerDB, an influencer search engine.
In 2017 $2.1bn (and it is projected to be a $2.38 billion market by 2019)
was spent on influencer-sponsored Instagram posts but more than 11 per
cent of engagement on those posts was generated from fraudulent
accounts.

25.
INSTAGRAM – To Do
• Have an overarching theme,
colour scheme and something to
say
• Consistency is key in turning
visitors into followers.
• Choose hashtags that are
relevant, not too popular and can
connect your to communities or
real fans of the topic.
• Be very mindful of your best times
to post and that engagement
drives the algorithm to spread
your content further.

26.
PINTEREST – BIG PICTURE
• Search engine VS social media – 2 billion searches per
month
• “to help people discover the things they love, and inspire
them to go do those things in their daily lives.”
• But it is also about our future, idealised selves.
• 250 million monthly users worldwide and growing, mostly
female users but 50% of new sign ups in 2018 had been
male.
• High income, high educated user base in discovery mode:
89% of user had bough something via Pinterest.

27.
PINTEREST – BIG PICTURE
• More than 52% of Pinterest users report that Pinterest helps
them find items to buy.
• 89% of women use Pinterest to plan “life moments” - planning
twice as early as people who use other platforms.

28.
PINTEREST
• Pinterest regularly posts trend reports: incredibly useful to
understand trends and search keywords

29.
PINTEREST
• Lens is a new addition to the app, helping people discover
new ides, products and brands on the go.

30.
PINTEREST
• More inclusive beauty searches, easier options for
advertisers to create shopable pins, upload whole
catalogues and advertise direct to shop

31.
PINTEREST To Dos
Utilise trend reports to see what people are looking for
Plan along life events important for your target audience and
relevant to you, and help them prepare
Use the browser extension or Buffer to post easily and regularly
Be a continual source or information and/or inspiration –
cohesion and sonsitency is important as well as good pics.
Use up to 20 hashtags

32.
SNAPCHAT - BIG PICTURE
• “a faster way to stay in touch”
• First decline in the apps history reported for Q2 2010
• Haunted by Instagram and Facebook Stories – but ignores
them.
• Young and hyperactive: 74% of users are under 35 and 65% of
them posts daily.
• Possibly changing focus towards AR and VR.

33.
SNAPCHAT
Snap Map: web-based map features public stories posted from
locations seen on an overhead Snap Map and a heat map that
shows user activity

34.
SNAPCHAT
Significant improvements
on advertising products
and with a young and
tech savvy audience they
have an interesting niche
to offer.

35.
YOUTUBE – BIG PICTURE
Magnet for kids - 77% of 8 to 11-years olds and 89% od 12 to
15-year-olds watch it – but GenX and Baby Boomer usage
grows steadily too.
Second largest search engine – people actually are happy to
learn from your how to videos.

36.
YOUTUBE
Focus on engagement
community tab (10 000 subscribers or more)
contacts
Reel on mobile [closed Beta] – ephemeral content

37.
YOUTUBE
Plans to launch new education channel, Youtube Learning
With it’s own original content as well as that of creators.
Organisations such as Goodwill and Year Up will help curate.
Youtube will spend £15 million in house and with creators.
New EU copyright directive can change content as we know it
article 13 forces major platforms to scan through all uploaded
content to make sure nothing includes copyrighted material –
#SaveYourInternet campaign

38.
YOUTUBE To Do
• Know what your audience is searching for
• Shape titles, description and of course content accordingly.
• Keep consistent schedule – the most successful accounts
have high volume and frequent posts
• Think long term content strategy and theme – are you an
educator or an entertainer?

39.
LINKEDIN – BIG PICTURE
• Betting heavily on content
• Offering better and better ad functions
• Focus on employer branding
• Important asset for Microsoft so improvements won’t
stop.

40.
LINKEDIN
• Betting heavily on content
– 50 strong editorial team of professional journalists from
around the world
– Trend reporting based on the Economic graph, a dataset of
560 million members, 50,000 skills, 20 million companies and
15 million open jobs
– Needs to become stickier to increase advertising revenue
– More than 100,000 organic articles are published weekly on
LinkedIn, many of which are written by top-level executives at
brands around the world

41.
LINKEDIN
“Dynamic Ads help you build deeper relationships with your
audience by automatically customizing your ad creative with the
publicly available information from LinkedIn member profiles –
adding visibility and scale.”

42.
LINKEDIN To Do
• Encourage employees to have a full, friendly profile and
share company content – aside from a fully fleshed out
company profile.
• Engage top management in participation
• Maintain your connections daily and create consistent
posting schedules.
• Have a content strategy to stay visible and give a reason
for people to follow.
• Investigate groups: LinkedIn is improving the experience
and trends move towards more group and relevance based
social media consumption.

43.
TOOLS
• Bot Builder for automation conversation workflows.
The feature allows brands to easily create, preview
and deploy chatbots to their Twitter or Facebook in
minutes.
• Linktree creates a little landing page out of the link
in your bio.
• Prime will take a look at your Instagram analytics
and tell you the best times to post for YOUR
audience

44.
A WIDER VIEW

45.
A WIDER VIEW

46.
Q&A

47.
What’s next?

48.
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