The State of Social 2017

Copyright © ClickZ 2017

March 23rd 2017

The State of Social in 2017In association with

Andrew Warren-Payne

ClickZ

Mia Vallo

National Geographic

Matt Owen

Shell

Jenifer Kern

Tracx

Robyn Showers

Tracx

2017 State of Social

#SocialMix | State of Social

There are a lot of people on social

media.

2.79 billion active social media users

74%of the world’s

internet users

+21% growth since last year

Worldwide as of Jan 2017, We Are Social

And they have a lot to say.

#SocialMix | State of Social

IN A SOCIAL MEDIA

MINUTE…

• 1,300 blog posts

• 56,000 Instagram posts

• 360,000 tweets

• 1.7 million Facebook posts

• 2 million YouTube video views

But they’re not all talking on every

platform.

Source: Pew

One Site Two Sites Three Sites Four Sites Five Sites

% OF INTERNET USERS WHO USE THE FOLLOWING NUMBER OF SOCIAL NETWORKING SITES

28%

24%

16%

8%

4%

Many people

are only active

on one or two

networks.

Besides Facebook, social media usage

is scattered and diverse.

Use Twitter Use

Instagram

Use

Pinterest

Use

LinkedIn

Use

Facebook

% of Twitter users

who…

-- 65% 48% 54% 93%

% of Instagram users

who…

49% -- 54% 48% 95%

% of Pinterest users

who…

38% 57% -- 41% 92%

% of LinkedIn users

who…

45% 53% 43% -- 89%

#SocialMix | State of Social

The Great Divide

#SocialMix | The Great Divide

There’s a mismatch between companies

and consumers.

Social Media

Network

% Companies

Using Network

1 Facebook 96%

2 Twitter 71%

3 YouTube 61%

4 LinkedIn 60%

5 Instagram 55%

6 Google + 47%

7 Pinterest 34%

8 Reddit 17%

9 Tumblr 14%

10 Flickr 12%

Sources: Clutch, WeAreSocial

Where Companies Are

There’s a mismatch between companies

and consumers.

Social Media

Network

% Companies

Using Network

1 Facebook 96%

2 Twitter 71%

3 YouTube 61%

4 LinkedIn 60%

5 Instagram 55%

6 Google + 47%

7 Pinterest 34%

8 Reddit 7%

9 Tumblr 14%

10 Flickr 12%

Sources: Clutch, WeAreSocial

Where Companies AreSocial Media

Network

Avg. Unique

Monthly Users

1 Facebook 1.87 billion

2 YouTube 1 billion

3 Instagram 600 million

4 Tumblr 550 million

5 Twitter 317 million

6 Sina Weibo 297 million

7 Pinterest 150 million

8 LinkedIn 106 million

9 VKontakte 90 million

10 Reddit 85 million

Where Consumers Are

Social Network Snapshots

#SocialMix | Social Network Snapshots

11

Demographics &

behaviorial

tendencies are

different on the

different networks

And they’re not

only talking on

Twitter…

6x more women

use it over men,

impacts purchase

decisions

2x more males

than females for

gaming, news,

forums

More popular

with highly

educated

population

Largest

percent of

high-income

users

Reaches more

18-39 year olds

than US cable

with 1 Billion+

users globally

Still the biggest

social network

with 1.7 Billion

users

Most used

social

network by

teens.

Facebook

• Most popular social network by a

landslide

• Leans slightly more female

• Best place to reach Gen X & older

millennials

• Highest engagement

Top Challenge: Volume of Data

#SocialMix | Social Network Snapshots

YouTube

• Second most-popular network

• Better than TV

• Male-friendly

• Great for how-to content

• Search + social

Top Challenge: Video Production

#SocialMix | Social Network Snapshots

Snapchat• 2.5 billion snaps created per day

• 161 million daily active users

• Users 25+ open Snapchat 12x per day

and spent 20 minutes/day in app

• 7/10 Snapchatters are millennials

• 70% are female

• 30% teens say it’s most important social

network

Top Challenge: Lack of public data

#SocialMix | Social Network Snapshots

Instagram

• Fastest-growing social network

• Master of mobile

• Female friendly

• Millennials & teens

• Uptick in rural users

• Brand-friendly

Top Challenge: Influencer Marketing

#SocialMix | Social Network Snapshots

Twitter

• Easy to monitor

• Social media power users

• Media & celeb favorite

• Male-dominated

• Low engagement

• Fake accounts

Top Challenge: Brand over-reliance

#SocialMix | Social Network Snapshots

Pinterest

• Girl power

• Fashion, food, and inspiration

• Ecommerce-friendly

• Half-life of a pin: 151,200 minutes

• Search alternative

• Untapped content discovery tool

Top Challenge: Identifying trends

#SocialMix | Social Network Snapshots

LinkedIn

• More popular than Twitter

• Well-educated & high-income

• Males more active than females

• Less likely to use other social

networks

• B2B favorite

Top Challenge: Utilizing groups and

influencers

#SocialMix | Social Network Snapshots

Reddit

• Young & male

• Quick & knowledgeable feedback

• Quirky, niche audiences

• Market research

• Wild West of social media – sales,

beware!

Top Challenge: Pinpointing relevant

conversations

#SocialMix | Social Network Snapshots

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Thanks for listening!

#SocialMix

Expert Interview

Mia Vallo

VP, Digital Analytics and Optimization

National Geographic

Copyright © ClickZ 2017

Q&A

Mia Vallo

National Geographic

Matt Owen

Shell

Jenifer Kern

Tracx

Robyn Showers

Tracx

Copyright © ClickZ 2017

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