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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
Use
Use
Use
% 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.
• 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
• 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
• 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
• 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
• 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
• 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
We’ve created the most powerful social
and analytics engine in the marketplace.
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See more with Tracx.Get a customized social
benchmark report today:
• Share of Voice
• Audience Demographics & Network Breakdown
• Engagement, Reach & Interactions
• Influencer Impact Score
• Conversation Drivers
• GeoHeat Map
• Image Analytics
Tweet at @Tracx: #ShowMeTheData
Get the report!
http://at.tracx.com/social-benchmark
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
Get Your Social Benchmark Report!
http://at.tracx.com/social-benchmark
Thanks for attending the webinar!
Copyright © ClickZ 2017