Facebook continues to make changes, but what trends in 2016 and 2017 continue into 2018 that will translate into areas that you can use to grow your business this year?
Top 10 Trends for 2018
1. Facebook continues to be the most widely used social media platform, which means that using Facebook for marketing gives you the largest potential audience. Based on total population, not just internet users, 68% of U.S. adults are on Facebook, which makes Facebook a great place to promote your business, if you want to reach Americans. With 400 new sign-ups a minute, Facebook continues to grow, and your potential audience on Facebook gets bigger by the minute!
2. There are 2.072 billion monthly active users on Facebook. Facebook reported that in the third quarter of 2017, “1.37 billion active users visited the social network on a daily basis.” This number is down from 1.6 daily visitors in 2016. In 2017, “daily active users accounted for 66 percent of monthly active users” [source: Facebook], while 76% of Facebook users visited the site daily during 2016, compared to 70% of daily usage in 2015. By the third quarter of 2016, monthly active users had climbed to 1.79 billion according to statista.com. Growing number of users means a great audience for your social media efforts.
2. Omnicore reports that “More than 83% of Facebook daily users are outside the US and Canada the number has grown from 75% in previous year which goes on to show the increased growth in rest of the world.”
22% of the world’s total population uses Facebook. According to Zephoria, worldwide monthly users has increased 16% year to year. In Europe, there are over 307 million people on Facebook, according to Search Engine Journal. Total daily usage is over one billion people.
3. According to Statistica, Facebook users are 52% male and 48% female. The age demographics breakdown this way:
82% percent of 18 to 29 year-olds online use Facebook
79% of 30-49 year-olds online use Facebook
56% of online users ages 65 and up use Facebook
Does any of that fit your target market? If so, Facebook is the place for you to be.
4. Not only is Facebook available in 101 languages, there are over 300,000 users helping other users in translation. USA Today reported in 2016 that “More than 1 billion of the 1.7 billion people who use Facebook speak a language other than English.” In 2010, 52% of Facebook users were English speakers. By 2016, that figure changed to less than half of Facebook users. If English is not your first language, there may be a sufficient amount of users in your native language to target for your business.
5. Over 50 million businesses use Facebook Business Pages. Once you’ve created your Facebook business page (and here’s a five easy and free step guide on doing it), you’re ready to promote your business with your business page. Your Facebook business page can be an important resource for you for gaining email subscribers and sales.
6. According to DMR, 4 million businesses use to Facebook for advertising. 70% of those advertisers come from outside the U.S. That’s a lot of competition which means that you need great ads to cut through the clutter.
7. Facebook’s total revenue grew 56% in 2016, and advertising revenue grew 59%. 79% of that advertising came for mobile ads. Are your ads mobile-ready?
8. There were 1.66 billion active mobile users on Facebook in September, 2016, according to Zephoria. Almost 80% of time spent on social media platforms happens on mobile, so your ads better be mobile-ready.
9. 100 million hours of video content are watched on Facebook daily. Video is huge, and your use of video will help you to establish your brand in a powerful way. Cinemagraphs are a great way to stand out from the crowd (see my recent post on cinemagraphs below).
Cinemagraphs and animated GIFs absolutely kill still photos, but I haven’t yet seen data on split-testing between cinemagraphs versus video. This is the impact of cinemagraphs, according to Flixel:
“Social ads that used cinemagraphs led to significantly higher increases in engagement on social media. On Twitter, Microsoft advertisements that featured cinemagraphs targeting SMBs saw an increase of 110% compared to the 1.96% increase in engagement generated by advertisements using still photos. The effect was felt on Facebook, too; engagement rates increased by 85% with cinemagraph social ads, versus the 0.83% increase on still image ads.”
10. There are estimated to be 83 million fake Facebook accounts. The New York Times reported about Facebook, Twitter, and Google:
“Jonathan L. Zittrain, who studies the internet and society at Harvard, said the companies are reluctant to aggressively purge bogus users and deceptive content because of their business model, which is built on signing up more and more people.”
Even so, there are over two billion real Facebook accounts, which makes Facebook still the 800 pound gorilla for social media marketing.
If you need help with your marketing on Facebook or elsewhere on social media, check out my 96 Amazing Social Marketing Tricks.
I welcome your comments and questions, and your likes and shares.