Michael Stelzner, Founder and CEO of Social Media Examiner and creator of Social Media Marketing World took to the stage on the morning of Monday 18th April to deliver his keynote address to 3,000 attendees.
As a social media marketer the Social Media Examiner Industry Report is one I await with great interest. Michael and his team survey over 3,000 marketers on a range of social media topics to find out what’s hot, what’s not and what’s posing a challenge to social media marketing professionals.
While the full contents of the 2016 Social Media Industry Report will be released in May we got the report overview at #SMMW16, the details of which I’m happy to share with you in this blog post.
#1 Social Marketers Embrace Video (Finally)
There is no doubt as marketers we are obsessed with video. So our noted intentions to increase video output in 2016 doesn’t come as any major surprise. Notwithstanding that 80% of content consumed on mobile by 2020 will be video.
[clickToTweet tweet=”73% of marketers intend to increase the use of video in 2016 from @smexaminer survey #SMMW16″ quote=”73% of marketers intend to increase the use of video in 2016 from @smexaminer survey #SMMW16″]
Let’s take a look at how the video tidal wave has washed over social media in the past 12 months. Facebook introduced autoplay of video on newsfeeds, there’s been a rapid rise in search marketing on YouTube, Twitter bought Periscope, while Snapchat and Instagram are both increasing video functionality, all of which are being used more and more.
Marketers have to embrace the video challenge but also upskill in video techniques. There is a perception that marketing budgets have to increase significantly to support video output. However, there are lots of easy-to-use, low cost tools such as GoAnimate and Animoto which are specifically created for marketers.
#2 Live Video Is Killing Traditional Social Media Tactics
Live video was certainly one of the hottest topics at #SMMW16. From Blab, to Facebook Live, Periscope, Snapchat, Instagram video and even the death of Meerkat, it seemed to permeate every speaker track I attended.
[clickToTweet tweet=”“Live video is the fastest change I’ve seen in social media in eights years.” – Michael Stelzner #SMMW16″ quote=”“Live video is the fastest change I’ve seen in social media in eights years.” – Michael Stelzner #SMMW16″]
Strategic approaches to live video are also game-changers. Think about Facebook Live and Snapchat takeovers, which are becoming hugely popular. I even had one for a client launch party last Friday night.
Let’s not forget that Facebook has told us that they are giving preference to video over every single other type of content shared in the news feed.
— Brian Fanzo (@iSocialFanz) April 18, 2016
#3 Marketers Don’t Know Their Facebook Stats
I come from a broadcast journalism background and I understand how traditional media works – it’s all about the numbers – listenership, viewership, circulation, readership – the fundamentals of media haven’t changed – but the channels have. So the numbers are important when it comes to how many (and why) people are engaging with your content.
But do you know your Facebook stats? Michael Stelzner shared Social Media Examiner’s Facebook insights with us and it shows a clear decline in exposure.
[clickToTweet tweet=”We are now facing a 1% reach of all our Facebook content right now. So we have to pivot our strategy.” quote=”We are now facing a 1% reach of all our Facebook content right now. So we have to pivot our strategy.”]
Social management tool Buffer lost 53% in referral traffic from Facebook in the past year also, so what’s happening? Michael Stelzner quotes Mark Schaefer who has coined the phrase ‘content shock.’
[clickToTweet tweet=”‘Content shock – too much or poor quality content which is not reaching newsfeeds at all’ – Mark Schaefer” quote=”‘Content shock – too much or poor quality content which is not reaching newsfeeds at all’ – Mark Schaefer”]
While Facebook is still the number one social network on the planet we have to be more creative with our content and how we share it.
Let’s take a look at the Jet Blue Airways case study. Their language, graphics and call to actions are engaging the social generation that demands high-quality, highly engaging content that excites and rewards.
Social Media Examiner also embed fan advocacy into their social media strategy.
[clickToTweet tweet=”“Social proof: when you see others being an advocate for your brand.’ Michael Stelzner #SMMW16″ quote=”“It’s social proof when you see others being an advocate for your brand. We must turn our brands into exposure machines.” – Michael Stelzner”]
#4 Marketers Increasing Facebook Activity
Michael revealed that 67% of marketers will increase their Facebook marketing in 2016, that’s up from 62% in 2015. Facebook continues to dominate and after I attended Mari Smith’s Facebook Marketing track at #SMMW16 I was reminded why.
Facebook advertising is also showing a major uprise also.
Did you know there has been a 50% increase in Facebook Advertising in the past 12 months?
Yip, you want fan engagement, brand exposure, website clicks or video views – my friends you are going to have to pay for it.
#5 Marketers Still Love Facebook, As It Ranks As Most Important
So it’s no surprise then that Facebook is still our favourite social network as marketers. I guess it’s because it give us the greatest measurable return on investment of all and which we can communicate to our clients.
55% of marketers surveyed said Facebook is the most important social network, up from 51% in 2015. Michael surmises this gain is at the loss of both LinkedIn, down from 21% to 18% and Twitter, down from 13% to 12% in 2015.
#6 Exposure Is The Top Benefit of Social
89% of marketers say increased exposure is a benefit of social media, allowing you to leverage client/personal customers to get highly targeted messages delivered at no cost.
#7 Pay To Play Is Here To Stay
Michael also revealed that there are 50% more advertisers on Facebook than 12 months ago. 86% use Facebook ads regularly, while on 18% use Twitter ads. This isn’t surprising as Facebook has access to the most extensive demographic data (qualitative and quantitative) than any other social network.
That is why Facebook advertising is so beneficial.
[clickToTweet tweet=”“The fast-pass on Facebook is paid for. And pay to play is here to stay.” – Michael Stelzner #SMMW16″ quote=”“The fast-pass on Facebook is paid for. And pay to play is here to stay.” – Michael Stelzner #SMMW16″]
#8 Snapchat Is Rapidly Rising
Let’s hope this headline isn’t in the history books as was the case with Meerkat 12 months ago. However, right now Snapchat is the rising star of social media (so much so I wrote a separate blog post about it).
5% of marketers use Snapchat, up from 2% in 2015. I joined Snapchat over a year ago and my use of it in rising rapidly as I see the massive potential in this social network.
16% of marketers plan on increasing Snapchat activity this year, while 28% want to learn more about this social network.
It was great to start #SMMW16 with these insights. It provided a focus and a clear line of sight as to what the next two days had in store for us. Thanks Michael, a great keynote.
And with that we were introduced to Snapchat hero Brian Fanzo aka iSocialFanz to tell us how to use live video during #SMMW16.