22 Dec Social Media in 2018
It’s been a challenging year for brands and marketers alike when it comes to Social Media Marketing in 2018. There have been so many changes with the social media landscape. What with GDRP, Facebook scandals, data theft, continual data tracking, and of course influencers, 2019 will no doubt be just as exciting. Social media marketers found themselves having to aim for targets that were not only
If your audience is still mainly on Facebook, you should keep posting at high volume. Now more than ever, it’s essential that you post content that is relevant to the audience. With the decline in engagement and the new algorithm that punishes spam, the ability to understand which organic content will resonate with your audience on Facebook is key. When brands post highly relevant content, they do gain back engagement and get love from Facebook users. Even with the overall decline in this venue.
The steady decline of organic content on Facebook
In 2018, Evolving Communications has not seen a decline in engagement for posts which are relevant to consumers of the brands we work with. Spammy posts and competitions engage people for the wrong reasons, and this is what can be more harmful than good. Post frequency is to be encouraged with meaningful, relevant and quality content.
In 2018, it became clear that influencer marketing should not be considered an experimental or boutique advertising model. It is a big enabler of revenue, and big brands are getting on board. It’s estimated that influencer marketing ad spending will reach $10 billion by 2020.1 The reason is that consumers prefer to see authentic content from people who they trust and follow on social media, rather than content they are getting from a brand.
But in this golden age of influencer marketing, there is also a good deal of fraud. In 2018, social media marketers learned they need to do their due diligence before investing in an influencer.
There are three types of influencer marketing fraud to be aware of: Fake fans, fake engagement and fake interests.
Fake fans – A fraudulent influencer can easily purchase a fake profile with many followers, or purchase the followers directly themselves. On the black market, a mere $50 will buy you 1,000 followers.
Fake engagement – An influencer may have authentic followers, but uses software or automated tools that comment or like their posts to create fraudulent engagement metrics.
Fake interests – An influencer with genuine engagement in one topic may pass themselves off as an influencer in another topic, when in reality they have no engagement with users on that alternative topic.
It’s critical that brands gain the capability to sniff out influencer marketing fraud. For instance, brands could examine an influencer’s performance over a longer time period, like six months, and their engagement level per 1,000 fans. The first metric can uncover spikes that may indicate fake activity, while the second metric indicates whether genuine, on-topic engagement with the target audience is taking place. Without these data insights, brands may waste time and money on an influencer with no real reach or engagement.
When you examine the metrics for engagement on the Facebook app, one development has remained consistently true throughout 2018. That undeniable trend is the steady decline of engagement and reach for Facebook organic content. Some believe this may be tied to the introduction of the new algorithm at the beginning of the year. But our numbers show that probably isn’t the case. As you can see in the graph below, the decline of engagement with organic Facebook content began months before the new algorithm was introduced. In just over a year, audiences have shifted away from engaging with this type of content.
Social Media in 2019
It’s all about visuals in 2019. In addition to ephemeral content, video content generally, including live video, is a key area that marketers need to focus on. Video continues to dominate social media and is an equally big trend for 2019, as it was, for 2018.
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