Social media usage and advertising 2019, per Mary Meeker’s Internet Trends Report


Mary Meeker’s annual Internet Trends Report offers us very helpful insights into all of the tendencies that form the Internet panorama. There are greater than 300 slides that current the newest tendencies on the Internet. We needed to make it simpler so that you can deal with key insights so we’ve highlighted essentially the most fascinating stats round social media usage, advertising and the evolution of social media platforms.

The rise of Internet advert spending

The Internet advert spend has accelerated by 22% since final 12 months. What’s fascinating is that the largest contributor to this development is the rise of cell advertising. Over the final years, there was a secure enhance within the cell advert spend.

More entrepreneurs are keen to extend their price range for advertising seeing the rising potential on totally different sides of digital advertising. We’ve additionally learn earlier this 12 months concerning the elevated advert spend on Instagram and the way it can have an effect on your digital technique.

It’s not every part about Google and Facebook

When it involves the advert share and the most well-liked platforms, Google and Facebook are nonetheless main the way in which. Google noticed +1.4x enhance of their advert income since 2017 whereas Facebook even noticed +1.9x enhance of their advert income.

It’s much more fascinating although to discover the rise of Amazon, Twitter, Snap, and Pinterest and how they noticed a rise of +2.6x over the past two years.

They could also be behind the 2 advert giants, however they nonetheless make floor for brand new territory in our digital advertising methods and the rising channels.

The key drivers of advert success

Looking on the key drivers of advert success over the previous years, we are able to discover all of the totally different parts that make every social media platform highly effective:

  • Facebook advertisements are good for focusing on the proper viewers. Customization may also enhance your focusing on, which makes your advertisements simpler.
  • YouTube has used machine studying to introduce computerized time-edits to clips and it brings out a brand new idea that many platforms wish to imitate.
  • Pinterest has become a really efficient social media platform for e-commerce and the brand new shoppable catalogs may be very helpful when selling your merchandise.
  • Twitter is usually a platform of excessive relevance and the advertisements might help you enhance the attain and the engagement of your tweets to the proper folks primarily based on their followers and their pursuits.

These are essentially the most often used social media platforms

It’s not a shock that Facebook continues to be essentially the most often used social media platform. 30% of worldwide customers use it at the very least as soon as a day. However, it noticed a drop from final 12 months when the share reached 31% of Internet customers.

YouTube is coming second as 27% of Internet customers entry it at the very least as soon as. There is a 5% enhance from final 12 months, which proves that it’s nonetheless essentially the most highly effective video platform to devour content material.

WhatsApp and Instagram additionally noticed an elevated use this 12 months and they make three out of the 4 hottest social media apps coming from the Facebook household.

These stats may be helpful when mixed with the advert spend on every social media platform to grasp the way you need to allocate your assets and price range for every platform.

The energy of photographs on social media

Storytelling may be very highly effective on social media and a picture is actually price greater than a thousand phrases.

All social media platforms have began specializing in visible content material and it’s fascinating to discover the evolution of picture creation and sharing.

It is estimated that greater than 50% of Tweet impressions come from tweets containing photographs, video or different media (e.g. GIFs)

Instagram, for instance, began in 2011 as a picture enhancing/sharing platform. It quickly targeted on discovery and curation and it’s not turning into a really participating social media app that may additionally mix shoppable merchandise and e-commerce capabilities.

Pinterest began out in 2011 as a social media platform that permits you to manage your photographs primarily based in your curiosity boards. Nowadays, it has become a robust visible search engine. It can be permitting you to discover image-based product discovery to facilitate the buying course of. In truth, Pinterest has turned out to be a highly regarded choice for a lot of e-commerce manufacturers over the previous couple of years and their advertisements can result in an ideal ROI.

What can we be taught from these?

It’s all the time helpful to have a look at Mary Meeker’s annual studies to discover the newest tendencies and something new that we would have missed. It can be useful to overview our methods and the ways that we’re spending most of our time.

Social media is usually a key a part of a digital advertising technique these days and the stats we’ve highlighted point out the expansion each on natural and paid social.

Storytelling and participating photographs might help you enhance your natural success and a more in-depth take a look at the most well-liked social media platforms could make it simpler to resolve the place to allocate your price range.

As for the rising advert spend, it’s not stunning to see that extra entrepreneurs are able to spend money on it. Social media and on-line platforms are maturing and the ROI appears to be extra vital than ever.



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