From the role of paid media to key engagement metrics, the social media landscape has already seen huge transformation in 2014 with more platforms and brands jostling for attention than ever before. Mobile continues to play a key role with 71% of all social users accessing their chosen platform from a mobile device – mobile video viewing remains significantly lower, in fact only around 40% of Youtube videos are viewed this way.
Facebook and Twitter are still the most widely used for brand presences – Facebook has over 50 million brand pages set up while over 50% of UK Twitter users follow brands – and the focus remains split between engagement and reach. With Facebook in particular the role of paid media has become even more important to drive and then maintain reach with businesses now paying 122% more per ad unit on Facebook than they did just a year ago. Interestingly Google+ has remained fairly popular with brands looking for specialised and focused audiences – 53% of all posts between a brand and Google+ user was recently found to be positive – and Google+ actually averages more visits per month than Facebook receiving 1.2 billion visits per month compared to Facebook’s 809 million.
Instagram has seen incredible engagement results already and is now joint with Facebook as the most engaged social channel (60% sign in every day versus 46% of Twitter users) and 23% of teens now say this is their favourite social channel to use but Snapchat is a close second. With over 71% of the 30 million users under the age of 25 (46% of whom use the platform daily) we’ve seen brands create their own presence known with give-aways and exclusive content reveals.
But it’s not just about the teens, social users are actually getting older – in fact 45% of all Internet users aged 65+ use Facebook and 60% of all 50 to 60 years olds are active on social media in general – no dad, I’m not going to follow you.
To tell you even more about social media in 2014 Digital Insights have created this interactive infographic.
(Infographic courtesy of Digital Insights)