The State of Social Media – Benchmark Report 2021

更新:请参阅此处的2022年社交媒体基准报告

Few people would dispute that 2020 has been a decidedly unusual year. COVID-19 has turned the world on its head and changed the way we all live and do business. People worldwide have spent much of the year locked down and often had to operate their businesses from home. Zoom has almost become the de facto way to hold business meetings, and people have had to alter the way they communicate with each other.

这导致许多平台上的社交媒体使用激增,通常代替面对面的会议。188滚球地址许多员工发现自己几乎无能为力地呆在家里,并且在自己喜欢的社交媒体上增加了时间。这增加了创造性公司从事社交媒体营销的机会 - 他们拥有前所未有的社交受众。同时,许多公司已将预算从其他营销媒体转移,决定跟随受众。例如,将您的营销能源转移到高度参与的社交帐户上的促销是有意义的,而不是为现在很少有人通过的网站创建广告牌。

在过去的12个月中,我们的社交媒体基准报告2021将与社交媒体营销有关的数据整合了。尽管社交媒体和影响者营销之间存在固有的联系,但我们在这里忽略了影响者的营销,这使我们的年度金博宝188备用网址影响者状态营销基准金博宝188备用网址报告. Also, although it is impossible to ignore the effects of COVID-19 on 2020, continuing into 2021, and we include a small section on the impact of COVID-19 on social media usage, we leave the rest of our statistical analysis of the effects of the disease to our冠状病毒(COVID-19)营销和广告支出影响报告.

更新:请参阅此处的2022年社交媒体基准报告



Social Media Benchmark Report 2021:


社交媒体使用

More Than 4 Billion People Worldwide Now Use Social Media

根据我们的说法,社交是2020年10月的数字快照,全球超过40亿人(41.4亿)现在每个月都使用社交媒体。对于整个世界人口来说,这是令人难以置信的53%的渗透率。相比之下,有46.6亿个互联网用户,因此,所有互联网用户中有88.9%每月使用社交媒体。每天平均有200万人注册社交网络。

社交媒体's popularity is even more evident when you look at percentage changes for the year October 2019 to October 2020. In that time:

  • The total world's population grew 1.0%, +81 million
  • 独特的手机用户上涨2.0%, +1.02亿
  • Internet users rose 7.4%, +321 million
  • Active social media users rose 12.3%, +453 million.

95%的互联网用户在过去一个月中使用了社交媒体或消息服务

Astoundingly, 98% of all internet users aged 16 to 64 visited or used a social network or messaging app in the past month. 90% engaged with or contributed to social media in the same timeframe.


互联网用户平均超过8个社交帐户

我们绝对喜欢我们的社交。每个互联网用户的平均社交媒体帐户数量(16至64岁)是令人难以置信的8.3。但是,这并不是我们每个月使用每个社会帐户。我们中的许多人的帐户处于休眠状态。


Facebook每月有27亿个活跃用户

We Are Social (in association with Kepios Analysis) has collated user numbers for each of the social networks as of October 2020 from various sources. Not all social networks publicize their user numbers, so these figures come from a range of data sources and assumptions. They represent monthly active users, active user accounts, or addressable advertising audiences, depending on the social network.

  1. Facebook - 27.01亿
  2. YouTube - 2000万
  3. WhatsApp– 2,000 million
  4. Facebook Messenger - 13亿
  5. Weixin /微信 - 1,2.06亿
  6. Instagram– 1,158 million
  7. tiktok(excluding Douyin) – 689 million
  8. QQ – 648 million
  9. Douyin – 600 million
  10. Sina Weibo – 523 million

93% of Twitter Users Also Use YouTube

这个基准测试看着选取之间的重叠ection of social platforms. In reality, there is considerable cross-usage. For example, only 1% of Instagram users claim to use that platform alone. Even YouTube users tend to use other social media, with 5.1% of the respondents claiming to use YouTube solely.

值得注意的是,有大量的人在其领先的初级平台旁边使用YouTube。组合包括:

  • 93% of Twitter users also use YouTube
  • 92% of Instagram users also use YouTube
  • 92%的Pinterest用户也使用YouTube
  • 91%的Snapchat用户也使用YouTube
  • 90%的Facebook用户还使用YouTube
  • 90% of Reddit users also use YouTube
  • 90% of TikTok users also use YouTube

其他值得注意的非Youtube组合包括:

  • 87%的Snapchat用户还使用Instagram
  • 87%的Twitter用户还使用Facebook
  • 86%的Instagram用户还使用Facebook
  • 85% of TikTok users also use Facebook
  • 85% of Pinterest users also use Facebook

平均每日社交媒体使用量将近2.5小时

大多数16至64岁的互联网用户每天花费大量时间使用不同的媒体和设备。最值得注意的结果是:

  • 使用互联网 - 每天6小时55分钟
  • 使用社交媒体 - 每天2小时29分钟
  • Watching television (broadcast and streamed) – 3 hours 29 minutes
  • Listening to music streaming services – 1 hour 34 minutes
  • 使用游戏机 - 1小时14分钟

50%的人使用社交媒体记录其个人里程碑

Sprout Social向受访者询问了他们在某些事件中是否可能使用社交媒体:

  • Personal milestones – 50%
  • Sporting events – 45%
  • Natural disasters – 42%
  • 假期 - 42%
  • 政治活动 - 39%
  • 流行文化时刻 - 38%
  • Award shows – 30%

Of course, while people may happily be making social posts on these occasions, that does not necessarily mean that they are interested in interacting with brands. Only 14% have any interest in seeing brand posts during a natural disaster, for instance. However, 54% would be happy seeing brand posts during a sporting event.


YouTube是世界上访问量最高的社交媒体网站

宽带搜索数据显示了2020年访问量最多的网站,包括全世界和美国。也许毫不奇怪,这些统计数据主要由主要的社交网络主导。

您不必走得很远,就可以看到YouTube的社交媒体的受欢迎程度,现在可以在列表中登上列表。2020年9月,整体访问量最多的网站的社交网站是:

  1. YouTube.com – 8.564 billion monthly global visitors, 1.625 billion monthly US visitors
  2. Facebook.com - 每月34.83亿个全球访客,每月5.12亿美国访客
  3. 推特.com – 2.008 billion monthly global visitors, 535 million monthly US visitors
  4. Instagram.com – 525 million monthly global visitors, 96 million monthly US visitors
  5. Pinterest.com - 每月4.2亿个全球访客,1.6亿美国访客
  6. Reddit.com - 每月2.78亿个全球访客,1.84亿美国访客
  7. Linked.com - 每月2亿个全球访客,每月7100万

Most Parents Say Their Child of 11 or Younger Watches YouTube Videos

皮尤研究对我们的父母进行了调查,向他们询问了孩子的屏幕习惯。有57%的有两个或以下的孩子的父母承认他们的孩子观看YouTube视频。随着儿童的年龄,这一数字增加了,3-4岁的儿童为81%,5-11岁的儿童达到89%。总体而言,有80%的11岁以下儿童的父母承认他们的孩子看YouTube。

The parents were then asked how frequently their children watch YouTube videos. The results were:

  • 一天几次 - 35%
  • Once a day – 19%
  • 每周几次 - 31%
  • Every few weeks – 11%
  • Less often – 5%

Two-Thirds of Employees Use Social Media to Communicate With Their Fellow Workers

We Are Social asked their respondents how they communicate with other employees at least once per week. While email was the clear leader here, social media was surprisingly high for a work setting:

  • 电子邮件 - 92%
  • 消息传递系统(例如WhatsApp) - 79%
  • Collaboration tools (e.g. Slack) – 73%
  • Video calls – 71%
  • 社交媒体– 66%

Of course, messaging services like WhatsApp and Facebook Messenger are also highly connected to social media.


前四个移动应用程序是Facebook家庭的一部分

October 2020 App Annie data makes clear the dominance of Facebook and the company's various apps. When you look at the ranking of mobile apps by monthly active users (excluding China), the top four places are all Facebook-owned:

  1. 前沿空中管制官ebook
  2. WhatsApp
  3. 前沿空中管制官ebook Messenger
  4. Instagram

However, when you look at the ranking of mobile apps by downloads, TikTok now leads:

  1. tiktok
  2. 前沿空中管制官ebook
  3. WhatsApp
  4. 变焦云会议

tiktoktakes the number 2 spot when you rank apps (excluding games) by consumer spend, with Tinder taking the top position, and YouTube number 3.


前沿空中管制官ebook Second Only to Google Across Multi-Platform Corporations in the USA

comscoreranks multi-platform digital media properties in the United States, based on ownership, i.e., they look at the total performance of sites across all the different media types (mobile, search, video, tv, box office, and movies) owned by the large corporations. Effectively, this ranking compares the unique visitors or viewers that each major internet/television/movie company generates across their entertainment assets.

值得注意的是,这家主要的互联网公司负责此列表。请记住,这些数字仅涵盖美国,不包括其他地方的访客/观众。

  1. Google Sites – 266,235,000 unique visitors/viewers
  2. 前沿空中管制官ebook – 224,367,000 unique visitors/viewers
  3. 微软网站 - 223,328,000个唯一访问者/观众
  4. Verizon Media – 213,328,000 unique visitors/viewers
  5. 亚马逊网站 - 209,910,000个唯一访客/观众
  6. 维亚康姆CBS数字 - 194,997,000个唯一访客/观众
  7. Warner Media – 186,276,000 unique visitors/viewers
  8. Comcast NBCuniversal - 180,774,000个唯一访客/观众
  9. The Walt Disney Company – 171,229,000 unique visitors/viewers
  10. 苹果公司 - 169,292,000个唯一访客/观众

其他social media related sites in this list include:

  1. Twitter - 114,488个唯一访客/观众
  2. Pinterest - 105,772个唯一访客/观众
  3. Snapchat Inc - 75,555个唯一访客/观众
  4. LinkedIn - 65,269个唯一的访客/观众

Snapchat仍然是美国青少年最喜欢的社交平台,但Tiktok迅速追赶

eMarketerregularly asks US teens about their preferred social media platforms. Back in Fall 2017, the results were clear-cut:

  1. Snapchat – 47%
  2. Instagram– 24%
  3. 前沿空中管制官ebook – 9%
  4. Twitter - 7%

The teen shift away from Facebook was already clear at this point. Teen social preferences are obviously quite different from their elders.

Since 2017, we have seen the explosion of TikTok and, to a lesser extent, Discord. The respondents' preferences in Fall 2020 were:

  1. Snapchat - 34%
  2. tiktok– 29%
  3. Instagram– 25%
  4. Twitter - 3%
  5. Discord – 3%
  6. Facebook - 2%

TikTok近39%的18 - 24岁的美国用户

tiktokis, of course, popular with the young, but its use by older people is increasing. TikTok has the highest adoption with young adults, reaching 38.1% of 18-24-year-olds in March 2020. This is more than three times the 11.7% reach it has with 35-44-year-olds. It also has greater reach among women (45.2%) than men (31.2%) in the 18-24-year-olds, a trend continued with TikTok's older users. Note that these figures ignore TikTok users aged under 18.

年龄分布,2020年3月:

  • 18 - 24年 - 38.8%
  • 25-34 years – 26.5%
  • 34-44岁 - 15.2%
  • 45-54岁 - 11.0%
  • 55-64岁 - 7.5%
  • 65+ – 1.0%

令人惊讶的是,我们tiktok的追随者来自富裕的家庭

Tiktok用户收入数据由使用COMScore数据提供的营销图表提供,带来了一些令人惊讶的结果。它表明,令人难以置信的40.2%的成年Tiktok追随者来自年收入超过$ 10万美元的家庭。但是,第二受欢迎的分组是收入不到25000美元的家庭。收入分配是:

  • $ 100K+ - 40.2%
  • $ 75-100k - 13.6%
  • $60-75K – 7.2%
  • $40-60K – 12.4%
  • $ 25-40K - 11.2%
  • <$25K – 15.4%

预测Instagram美国用户将高稳

After years of rapid growth, eMarketer predicted that Instagram numbers would begin to plateau, with the platform already used by many Americans.

2018 - 2023年的预测数字,年度变化百分比如下:

  • 2018 – 100.5 million
  • 2019 – 107.2 million, 7.7% increase
  • 2020 – 112.0 million, 4.5% increase
  • 2021 - 1.156亿,增长2.2%
  • 2022 - 1.203亿,增长1.8%

当然,每年的增长可能正在减少,但这并不意味着Instagram使用情况下有任何减少,Instagram用户总数仍在增加。


Facebook是主要的社交媒体新闻来源

Pew Research released a report looking at how people viewed the way social media delivers the news. One statistic they looked at was the comparative importance people gave to the various social networks for delivering news. Although the results, to some extent, matched the overall popularity of the social sites, there were some clear differences. The percentage of US adults getting news from the social networks were:

  • 前沿空中管制官ebook – 52%
  • YouTube - 28%
  • 推特– 17%
  • Instagram– 14%
  • LinkedIn– 8%
  • Reddit – 8%
  • Snapchat - 6%
  • WhatsApp - 4%
  • Tumblr – 1%
  • Twitch – 1%
  • tiktok- <1%

Those Who Rely on Social Media for Political News Have Less Political Knowledge Than Other Groups

Pew Research then went more-in-depth in their questioning. They looked for a correlation between where people gain their political news and the level of political knowledge they believe they possess. There were some distinct differences:

  • 新闻网站或应用程序 - 45%的高政治知识,31%中间,低23%
  • 广播 - 高42%,中间34%,低24%
  • 印刷 - 高41%,中间29%,低31%
  • Cable TV – 35% high, 29% middle, 35% low
  • 网络电视 - 高29%,中间35%,低36%
  • 社交媒体– 17% high, 27% middle, 57% low
  • Local TV – 10% high, 21% middle, 69% low

社会营销

Identifying and Reaching Target Audience is Social Marketers' Greatest Challenge

The respondents to Sprout Social's 2020 Index were asked what they considered social marketers' most significant challenge. They identified quite a few challenges, but the most frequent responses were:

  1. Identifying and reaching the target audience
  2. 测量ROI
  3. Supporting overall business goals
  4. 发布内容
  5. Monitoring the competition
  6. Securing budget & resources for social
  7. 将社会策略与业务的其他部分保持一致
  8. Demonstrating social's impact on other departments
  9. 创建引人入胜的创新内容
  10. 团队带宽和时间

LinkedInHas a Potential Advertising Reach of 190 Million in the USA alone

不同的社交网络在不同的国家蓬勃发展。这部分是由于文化上的差异,部分原因是某些国家禁止特定的社交网络。我们是有关各个国家广告的各种社交网络的潜在覆盖范围的社会整理信息。

Facebook在其三个最大市场中的广告范围是:

  • Facebook - 印度 - 3.1亿,美国 - 1.9亿,印度尼西亚 - 1.4亿

其他平台的类似数据:188滚球地址

  • Instagram– USA – 140 million, India – 120 million, Brazil – 95 million
  • LinkedIn - 美国 - 1.7亿,印度 - 7,000万,中国 - 6000万
  • Snapchat - 美国 - 1.019亿,印度 - 4,980万,法国 - 2220万
  • Twitter - 美国 - 6870万,日本 - 5190万,印度 - 1,880万
  • Pinterest - 美国 - 9720万,德国 - 1,530万,英国 - 1,210万

社交媒体广告的印象继续增加

There has been a clear upwards trajectory in the total number of ad impressions served via social media platforms over the last year. In each of the four quarters leading up to Q2 2020, the quarter-on-quarter percentage change was:

  • 2019年第一季度至2019年第三季度: +3.0%
  • Q3 2019 to Q4 2019: +5.8%
  • 2019年第四季度至第二季度2020: +10.1%
  • Q1 2020 to Q2 2020: +4.2%

品牌使用社交媒体的原因

69% of Marketers Use Social Media for Brand Awareness

According to Sprout Social's 2020 Index, the primary goal of 69% of the marketers they surveyed was to increase brand awareness. Other popular purposes for social media marketing include:

  • 增加网络流量 - 52%
  • 增加品牌的观众 - 46%
  • Promoting content – 44%
  • Increasing community engagement – 43%

Notably, only 40% of the survey recipients considered driving sales to be a primary purpose of social media marketing.


影响营销人员的社会方法的因素

受访者被问及他们认为影响社交媒体营销方法的重要因素。他们确定的最关键因素是:

  • Performance to date – 59%
  • 社会目标 - 57%
  • Customer feedback – 52%
  • Trending topics and interests – 45%
  • 业务目标 - 36%

显然,许多企业分析了他们在社交方面的表现,并愿意在必要时进行更改以提高其绩效。


57% of Consumers Follow Brands to Learn About New Products or Services

然后,Sprout Social询问其受访者为什么选择关注品牌和社交媒体帐户。最常见的原因是:

  • To learn about new products or services – 57%
  • 保持最新的公司新闻 - 47%
  • To learn about promotions or discounts – 40%
  • 娱乐 - 40%
  • To be educated – 34%
  • 与与我相似的人建立联系 - 32%
  • 受到启发 - 32%
  • 与品牌交流 - 21%
  • 与与我不同的人建立联系 - 18%

49%的消费者取消关注客户服务差的品牌

相反,当消费者体验劣质产品或客户服务差时,他们倾向于取消关注品牌帐户。消费者在社交媒体上取消关注品牌的主要原因是:

  • 质量差of product or support – 49%
  • 客户服务差 - 49%
  • Irrelevant content – 45%
  • 该品牌的广告太多 - 45%
  • Privacy concerns – 39%
  • Negative press – 29%
  • Corporate scandal – 26%
  • 品牌发布太多 - 24%

Ways Marketers Use Their Social Data

With the majority of firms being willing to adapt their social marketing to their performance to date, it is clear that many businesses collect and use social data related to their campaigns. Survey respondents were asked how they use this data.

有趣的是,最受欢迎的社交数据用途是尝试了解目标受众。显然,品牌认为,如果他们真正了解与他们进行社交对话的人,他们将在社交方面表现更好。第二个最受欢迎的理由是开发创意内容,与此联系(大概是,这些公司正在尝试生产创造性的内容,以使他们的目标受众感兴趣。

最受欢迎的理由是:

  • 了解目标受众- 56%
  • Develop creative content – 49%
  • 评估竞选性能 - 43%
  • 与消费者建立联系 - 39%
  • Support another department – 33%
  • Report results to manager and team – 31%

Consumers Following Brands

45% of Consumers Like and Follow Accounts Suggested in Their Feeds or Use Discovery Tools

Sprout Social询问其受访者如何找到新的帐户喜欢和关注。最受欢迎的是注意他们的饲料和/或使用发现工具的建议(45%)。

其他popular ways to find new accounts were:

  • Recommendations from family/friends – 40%
  • 我欣赏和/或关注的品牌 - 39%
  • 我喜欢提及的帐户影响者 - 35%(表明影响者营销的有效性)金博宝188备用网址
  • Brands I shop with offline – 34%
  • 口碑 - 32%
  • 主题标签 - 25%

91%的消费者在关注社交时访问品牌的网站或应用程序

Respondents were asked what they (as consumers) did when they followed brands on social. The results were overwhelmingly positive from a brand's perspective, showing a clear value to them of operating their social accounts properly.

The most common actions taken by consumers upon following brands on social are to:

  • Visit the brand's website or application – 91%
  • Buy from the brand – 89%
  • Recommend that brand to a family or friend – 85%
  • 选择该品牌而不是竞争对手 - 84%
  • 访问该品牌的实体零售商店 - 84%
  • 增加该品牌的支出 - 75%
  • 接触客户服务或支持 - 74%
  • Read that brand's blog or site content – 74%
  • 在社交媒体上与该品牌互动 - 71%

That last point is particularly important. While nearly 7 in 10 people engage with brands on social media, many more interact with a brand in some other way due to its social actions. This suggests that brands shouldn't become too discouraged if they don't receive as much social interaction as they would like. They are probably sharing other less measurable interactions with consumers as a result of their social accounts.


59%的消费者在社交媒体上有很棒的经验时在社交媒体上给他们留言品牌

The next question involves the reasons why consumers message brands on social media. In order of importance, the reasons are:

  1. 很棒的体验 - 59%
  2. Customer service issues – 37%
  3. 帖子与他们的信念保持一致 - 23%
  4. 社交联系 - 23%
  5. 安全漏洞或隐私问题 - 21%
  6. 娱乐帖子 - 21%
  7. 产品公告 - 19%
  8. 品牌丑闻 - 15%
  9. Job posting – 12%
  10. Influencer posts or mentions – 9%

企业遵循品牌

近37%的B2B决策者通过社交媒体发现了新品牌

We Are Social included a section focusing on B2B decisionmakers. They asked them how they discovered new brands and services. There were fifteen different methods, with the most common being through conferences, trade shows, and events (45.8%).

37.6% of the respondents discovered new brands via video sites like YouTube, and 36.6% found them through social media.

Notably, only 34.0% discovered new brands through television ads, and 28.1% via radio ads.


只有30%的受访者认为社交媒体是最有影响力的信息来源

尽管有许多B2B决策者使用社交媒体来寻找新产品或服务,但他们认为这并不是最大的决策。实际上,社交媒体是10Th(and last) placed source the respondents volunteered. And video sites, like YouTube, are only just ahead of social media.

B2B决策者认为对研究新产品和服务的影响最大的渠道是:

  1. 网络专家的建议
  2. 用户评论
  3. 行业分析师的建议
  4. 会议,贸易展览和活动
  5. 供应商网站
  6. Recommendations from colleagues and friends
  7. Supplier calls, demos, and trials
  8. 搜索engine results
  9. Video sites
  10. 社交媒体

YouTube and Facebook are the Most Common Social Media Platforms Used for B2B Research

根据我们的社交受访者的说法,将社交媒体,视频站点和消息应用程序结合在一起,B2B研究的首选社交媒体平台是:188滚球地址

  1. YouTube - 50.9%
  2. Facebook - 48.5%
  3. WhatsApp - 38.6%
  4. Instagram– 36.2%
  5. LinkedIn - 33.0%
  6. 推特– 29.2%
  7. Facebook Messenger - 22.6%

Main Reason B2B Companies Use Social Media is to Communicate Directly With Customers and for General Updates

B2B respondents suggested a range of reasons for why their company uses social media. The most common cited were:

  • Share general updates – 58.5%
  • Communicate directly with customers – 57.8%
  • 分享营销信息 - 53.4%
  • Read industry news – 44.7%
  • 关注其他公司 - 44.0%
  • 出售 - 37.7%

值得注意的是,销售距离列表很远。大多数企业显然使用社交媒体更多地用于品牌知名度,而不是直接销售。


Social Media Content

Images and Videos Are Now the Preferred Content

Sprout Social调查的受访者表明,对视觉社交媒体内容的偏爱。这可能并不令人惊讶,并且近年来,随着带宽的改善,移动用法有所增加,因此近年来朝着这一方向发展。这些消费者对他们更喜欢与之互动的内容进行排名:

  1. Images – 68%
  2. Videos – 50%
  3. 基于文本的帖子 - 30%
  4. Stories – 26%
  5. Polls – 26%
  6. 实时视频 - 22%
  7. GIF - 17%
  8. URL /链接到品牌内容 - 16%
  9. 问答或amas - 11%
  10. UGS – 10%

90% of Global Internet Users Watch Online Videos

如上所述,视频现在对在线用户非常重要。尽管该基准并未明确参考社交媒体,但它提供了像在线人物这样的内容类型的证据,这些内容显然会影响社交营销。

当被问及他们每个月观看的内容类型时,受访者(16至64岁的全球互联网用户)回答:

  • 观看在线视频 - 90%
  • Watch vlogs – 53%
  • Listen to music streaming services – 73%
  • Listen to online radio stations – 47%
  • 听播客 - 43%

Social Media Engagement

Highest Content Engagement With Brands in the Consumer Goods and Retail Sectors

Sprout Social仔细研究了行业的平均参与。尽管他们的数据很复杂,但仍有一些总体观察结果。

首先,每天的入站参与程度因行业而异。媒体和娱乐部门的品牌平均每天平均1,123个平均入站活动。另一方面,如果您是一家房地产公司,则显然很难进行积极的参与,每天平均每天只有41个入站活动。

While these figures might be affected by the average number of posts per day (media and entertainment firms probably make considerably more posts than real estate firms), there are still noticeable variations in the average engagement per post. Consumer goods firms receive 38 engagements per post on average, closely followed by retailers with 36, and perhaps surprisingly, legal firms with 30 average engagements per post. Once again, real estate companies take bottom place with a mere six engagements per post, although educational institutions have a similarly low engagement rate. Perhaps this reflects the fact that young people are more socially active on social media than their elders, and they're unlikely to have much interest in buying property or following their school.


法律和房地产公司的响应率最高

也许由于他们比较缺乏社会互动,房地产和法律公司的平均响应率最高 - 29%。第三名,占28%,是财务和银行业务(也遭受平均参与度较低)。但是,教育与他们的低平均参与率与社会回应率相对较低(18%)的趋势并没有遵循相同的趋势 - 也许大多数学校在其社会帐户上没有太多通知对话。

但是,这些部门都没有接近体育部门,这仅响应他们的社会提及的7%。也许这些帐户从粉丝那里获得了大量的沟通,希望与他们最喜欢的体育明星建立联系。


将近四分之一的B2B决策者更喜欢通过社交媒体与供应商联系

该统计数据非常明显地表明了近年来事情的变化。显然,接通电话与销售代表交谈的日子正在消失。我们被社会询问B2B决策者,以了解他们在与他们有兴趣购买的供应商联系时希望使用哪些渠道。他们的偏好是:

  • Email them – 51.8%
  • 致电销售代表 - 39.1%
  • 在其网站上填写联系表 - 27.7%
  • 在贸易活动中与他们交谈 - 27.5%
  • 通过社交媒体与他们联系 - 23.2%
  • 其他 - 3.9%
  • 不与任何人说话 - 2.2%

Facebook页面粉丝平均平均0.18%

我们正在社交,打破了一系列Facebook帖子参与基准。他们将Facebook页面的订婚与页面粉丝的总数进行了比较。所有帖子类型的每个页面粉丝的平均总帖子参与度为0.18%

当您通过帖子类型打破此统计数据时,会有一些很明显的差异:

  • 照片帖子 - 0.21%
  • 视频帖子 - 0.26%
  • Link posts – 0.05%
  • 状态职位 - 0.21%

This confirms the popularity of video and image posts. There is little point in posting a link post on a Facebook page if you don't include an image or video to go with it.

Facebook帖子参与率也取决于您的Facebook受众的大小。总体平均值为0.18%,掩盖了一个事实,即粉丝少的页面比较大的页面获得的平均参与度要高得多。粉丝数量不同的页面的平均Facebook页面参与率是:

  • Pages with fewer than 10,000 fans – 0.52%
  • Pages with 10,000 – 100,000 fans – 0.28%
  • Pages with more than 100,000 fans – 0.10%

This should be no surprise, as it mirrors the pattern of engagement across social media as a whole.


Instagram's Best Engagement Comes from Regular Photo Posts

最令人惊讶的基准之一是,Instagram上照片帖子的平均参与率高于视频或旋转木马柱。

The average engagement rate for all post types is 0.96%. If you separate this statistic by post type:

  • 照片帖子 - 1.03%
  • Video posts – 0.75%
  • 旋转木马柱 - 0.86%

Instagram在参与企业帐户方面显示了与哥哥的模式相同的模式,这些企业帐户的追随者数字不同:

  • 企业帐户少于10,000个关注者 - 1.55%
  • Business accounts with 10,000 – 100,000 followers – 0.99%
  • 拥有100,000多个关注者的企业帐户 - 0.62%

在决定是参与广告还是赞助内容时,保护对社交用户非常重要的数据

When Insider Intelligence asked what most engages US social media users' decision to engage with ads or sponsored content on social media platforms, the most popular responses were:

  • 该平台保护我的隐私和数据 - 79%
  • The platform shows me deceptive content – 69%
  • The platform makes me feel safe to participate and post – 69%
  • 该平台向我展示了烦人的广告 - 55%
  • 该平台向我展示了相关广告 - 30%

These are an intriguing mix of positive and negative reasons.


Covid-19对社交媒体使用的影响

COVID-19 Increases Social Media Usage

Emarketer发布了哈里斯民意调查的细节,该细节着眼于使用社交媒体的受访者的百分比。他们在3月下旬至2020年5月初进行了民意调查。他们发现,有46%至51%的成年人声称自爆发以来,他们在疫情开始以来正在使用社交媒体更多,具体取决于本周。


超过60%的社会用户期望在COVID-19锁定期间增加其YouTube和Facebook使用率

Statista就社交媒体锁定到Emarketer得出了类似的结论。2020年3月,他们询问我们社交用户,如果由于病毒而被局限于家,他们是否希望增加社交媒体使用情况。YouTube和Facebook的用户认为,特别有可能增加其社交平台的使用。188滚球地址以下每个数字都代表该平台上受访者的百分比,他们认为如果被锁定,他们将增加对该平台的使用:

  • YouTube – 63.7%
  • Facebook - 62.3%
  • Instagram– 43.1%
  • Twitter - 34.4%
  • Pinterest - 32.5%

Tiktok现在已下载超过20亿次

One social app that definitely benefited from the additional free time people had during lockdown was TikTok. It set the record for most downloads ever in a quarter in Q1 2020, with more than 315 million installs. According to SensorTower it has now had more than 2 billion downloads in total.


前沿空中管制官ebook Groups Have Played a Big Role in Providing Support During COVID

2020年8月,Facebook对目前是在线和面对面社区成员的人进行了调查,以了解有关社区的更多信息。调查发现,在线社区已经扮演了新角色,尤其是在大流行期间。

91%的受访者表示,他们已给定的某种形式f support to others through a group or community during the pandemic. 86% have said they received some form of help from others. According to Facebook data, over half of Facebook users are members of five or more active Groups. 77% of the survey respondents observed that the most important group they are part of now operates online.


预测2020年将有27.7亿个消息传递应用程序用户

冠状病毒的影响导致eMarketer将其预测的2020年预测对全球移动消息应用程序用户的预测从27.0亿增加到27.7亿。尽管出现了普通的常规短信和语音通话,但他们只会看到美国使用的略有增加。他们认为,这阻碍了大流行期间OTT消息传递和呼叫的采用。苹果的内置FaceTime功能和变焦比独立消息传递应用程序更受欢迎。


External Sources

Sprout Social Index Edition XVI

我们是社交 - 2020年数字

eMarketer

Statista

感觉派

前沿空中管制官ebook

comscore

集线器

Marketing Charts

Insider Intelligence

Pew Research

宽带搜索

Baidu