three Social “Trends” That Just Aren’t True (And Why Believing Them is Bad)

For entrepreneurs, it’s necessary to grasp obvious shifts in social conduct. After all, in case you base your advertising technique on incorrect assumptions, you’ll have a tough time assembly your objectives. Unfortunately, the headlines don’t all the time get it proper in terms of analyzing social traits.

Enter Simon Kemp. The founder of promoting technique consultancy Kepios examines the exercise behind the headlines. He shares that information in reviews produced in collaboration with Hootsuite and We Are Social.

Kemp not too long ago shared highlights from his Q2 Digital Statshot at The Next Web’s TNW2019 convention in Amsterdam. Here are three ripped-from-the-headlines social traits that Kemp says are being reported all improper.

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1. There isn’t any social media apocalypse

Yes, there are actual issues about privateness. Headlines shout in regards to the #DeleteFacebook motion. But Facebook’s person numbers aren’t dropping. In reality, they’re rising.

“Last year, Facebook still grew 8 percent,” Kemp mentioned. “Facebook is still growing massively all the time.”

Consider these statistics from Kemp’s Digital 2019 evaluation:

The variety of social media customers worldwide elevated 9 p.c final 12 months, to three.48 billion.
Nearly 1,000,000 individuals be a part of social media for the primary time day-after-day.
Facebook is the third-most visited web site—after Google and YouTube.
Twitter is available in at quantity 7, and Instagram quantity 10.
Facebook was essentially the most used app in 2018.
Facebook Messenger was essentially the most downloaded app.

“There is no social media apocalypse,” Kemp mentioned. “Despite concerns about privacy, the everyday person is not so concerned that they’ve stopped using it yet.”

The takeaway

Do not construct your plans round clickbait headlines about individuals leaving social media in droves.

2. Teens aren’t flocking to Instagram

Yes, youngsters are leaving Facebook. But they’re not headed to Instagram. In reality, the variety of 13- to 17-year-olds is dropping on Instagram, too. So the place are they going?

One attainable reply is TikTok. (Say what? Check out our weblog submit, What is TikTok.) TikTok doesn’t publish viewers numbers in the identical means as different social networks. So, Kemp used Google search traits to get a way of the platform’s recognition. Check out this chart exhibiting comparative searches for Tiktok and Snapchat:

But TikTok doesn’t totally account for all these teenagers lacking from Instagram. In reality, Kemp says, in Western markets, we could also be “past peak TikTok.” So the place have the teenagers gone?

“They’re moving away from social networks altogether and joining communities,” Kemp mentioned. He talked about Discord, a gaming platform that he describes as “a little like Slack but for kids.”

In most circumstances, you’ll be able to’t promote in these communities (but, anyway). So how are you going to work them into your advertising technique? The reply is the takeaway for this social pattern.

The takeaway

“Move from interruption to inspiration,” Kemp mentioned.  “It’s what the entire influencer movement is built on.”

three. Home assistants don’t paved the way in voice management

The headlines about voice management are inclined to give attention to dwelling assistants like Amazon Echo and Google Home. But Kemp says the actual energy of voice management just isn’t present in good audio system in upscale dwelling rooms.

Instead, voice management is most revolutionary in areas of the world the place literacy is low. Or, the place the native language doesn’t use a personality alphabet that’s conducive to typing. Voice search is presently used most in India, China, and Indonesia.

Worldwide, voice is hottest amongst younger individuals. Nearly half of 16- to 24-year-olds have used voice search or voice controls within the final 30 days.

Increasing voice use might utterly change the best way we take into consideration manufacturers, Kemp mentioned. When you’re composing a buying checklist by voice, you are inclined to order by product class (milk, eggs, beer) moderately than model identify.

That means our voice assistants are going to have to decide on manufacturers for us after we don’t specify, utilizing algorithmic choice. Kemp argues that if this modification is coming, you’ll be able to see it as a chance, moderately than a risk.

The takeaway

In sure product classes, you’re “not going to be marketing to consumers anymore,” Kemp mentioned. “You’re going to be marketing to machines.”

For extra of Simon Kemp’s evaluation of social traits in collaboration with Hootsuite and We Are Social, try his 2019 Global Digital Overview (or the abstract right here) and his Q2 Global Digital Statshot.

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