Social media marketer Socialbakers has unveiled its latest Social Media Marketing Trends report that will do little to allay fears ad dollars are continuing to flood to the likes of Facebook and Instragram.
Commenting on the report, Socialbakers’ CEO, Yuval Ben-Itzhak, said: “While Facebook has made a lot of changes in the first quarter of 2018, which on the surface look like they made it more challenging for brands and publishers to reach and engage their audiences, in fact they present a great opportunity.
“For marketers to capitalize on this opportunity, they will need to be more data-driven, better understand their audiences, and experiment with different content types to drive meaningful conversations with communities,” he said.
Facebook News Feed trends
Since Facebook first announced they would update the News Feed algorithm January 12, 2018, there has been a notable impact on organic reach for the top 500 brands on Facebook by the number of fans. End of the Q1 data 2000 shows that organic reach has levelled.
The overall engagement trend while moving from the year 2017 to 2018 hasn’t changed. Over the course of 2017, brands have seen a far more prominent decline in engagement compared to media pages. In fact, there has not been a noticeable drop in engagement for media pages post Facebook’s algorithm update.
Facebook advertising trends
In Q1 2018, daily USD spent by brands has declined. With the decline in organic reach and engagement, less spend on ads opens up a market opportunity for Facebook advertisers as costs decrease in Q1.
Cost-per-Click (CPC) and Cost-per-Action (CPA have both declined due to seasonality as 2017 closed, but have been increasing since.
Distribution of ads
Majority of advertisements, 48 per cent on Facebook and 31 per cent on Instagram, are aimed at driving engagement – a top priority among marketers. Second are link clicks.
Facebook Live vs. native video adoption
Largest brands are still relatively slow to adopt Facebook Live video, adoption only at 17 per cent, while 86 per cent of brands use native 80 per cent video formats each month. In 2017, 63 per cent of brands tried at least one Facebook Live stream, meaning that nearly two-thirds of brands have tried the format, but haven’t found a way to make it a part of their marketing strategy on a regular basis.
Facebook Live vs. native video reach
When compared to native videos, Live videos have higher reach. Business Pages usually reach 2.6 per cent of their audiences with traditional videos. In contrast, broadcasting Live allows them to reach 7.3 per cent of their audience – which is 2.77 times more users reached.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]