The State of Social Media Marketing 2015

Follow me

Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
Follow me

It’s been several years now since social media became one of the most important marketing techniques in today’s new age of business.

Most companies already know that if they want to improve their online visibility and reach more prospects, creating a strong social media presence is a must.

But if you’re wondering exactly which social media avenues to pursue or what you can do to make your content on these networks more engaging, there are a few things to consider.

Let’s examine some of the freshest data available to find out what the latest social media trends are, where they may go from here, and how you can stay ahead of the curve with your Social Media Marketing 2015.

Your Post Frequency Isn’t As Important As Your Follower Count

In a new study measuring social media benchmarks released in late January, HubSpot reported that the companies that posted on social media networks the most were often not the ones who had the most engagement. Instead, the marketers who had the largest number of followers or fans were the ones who enjoyed the most interactions from social network users.

In fact, in real estate (the industry in the study with the highest number of social media updates per week) the average number of interactions per post was much lower than other industries surveyed.

What does this mean for social media marketers? While of course it’s important to have valuable content that your fans or followers will want to consume, it’s even more critical to build up a base of followers who are interested in the type of things that you will be posting to your social media accounts.

The Integration of Social and Traditional Media

The lines between social and traditional media are becoming increasingly blurred. The Pew Research Center reported in September of 2014 that in the United States, 30% of adults received news on Facebook. Even more people are using the network to discuss the news: one out of every two U.S. adults using Facebook has shared or reposted news stories, images, or videos.

In fact, the integration of social media and traditional media is so pronounced that social media companies themselves are positioning their networks to better meet the demand. For example, Snapchat announced their new Discover feature on January 27. Discover will allow users of Snapchat to receive quick updates on news stories from major publishers like Yahoo, CNN, and National Geographic.

The takeaway for marketers? While it’s important to promote yourself on social media, today’s consumers are relying on social networks for more than just interacting with friends. By seamlessly integrating your specific offerings with some of the pressing news stories that people want to know about, you can increase your engagement.

Mobile May Soon Be More Important Than Traditional Computers

2014 was the landmark year when, for the first time in history, mobile device usage exceeded desktop use. News from earlier this year shows that social media networks like Facebook are leading the mobile push. According to the Search Engine Journal, in Q4 of 2014 Facebook’s total monthly active user count was at 1.39 billion, a growth rate of 13% year-over-year.

However, the number of monthly active users on mobile devices grew twice as much: 26% year-over-year. When you consider the number of daily users, mobile makes up an even larger portion of Facebook’s audience. Of the 890 million people who access Facebook every day, 745 million are mobile users.

What social media marketers considering mobile should pay even more attention to is the number of Facebook users who only use mobile. 526 million people only access Facebook on their mobile devices, a number that represents nearly 38% of all active monthly users.

These numbers speak volumes, but more practical marketers might be wondering what the dollars are saying when it comes to social media marketing on mobile. A staggering 69% of Facebook’s ad revenue came in from mobile users. Marketers are spending more on mobile too: between 2013 and 2014, the amount of money spent on mobile advertising nearly tripled, from $363.8 million to $909.5 million. In the United States, experts estimate that money spent on mobile advertisements will reach close to $42 billion by 2018, representing a compound annual growth rate of over 40% since 2013.

It’s no longer enough to just make sure that your marketing content can be loaded on mobile devices: you have to optimise it for mobile platforms as well. In fact, the smartest marketers are starting to create separate campaigns designed for both mobile users and desktop users.

Bottom Line on Social Media Marketing in 2015

Despite what critics might think, these numbers show that social media marketing isn’t going anywhere. Marketers who are able to effectively grow their social media following, tie their social campaigns into the stories that users care about, and account for the vast growth of mobile devices will find that social networks are an essential platform to grow visibility and gain attention from prospective customers.







More articles from Inbound Experts

How to use Twitter (properly)

Twitter can be an amazing platform for connecting with an audience. However, many struggle to get the hang of it. If you are just getting started or feel as if you are not making the most of Twitter, download this free guide for going from zero to hero.