It is no secret to anyone that in the midst of the health crisis and the various periods of confinement, the use of social networks grew exponentially throughout the world.
According to data recently shared by the Global Web Index, for example, the Philippines is the country that has spent the most hours using social platforms, the average time spent per day is currently 3 hours and 50 minutes.
The second position is Nigeria in this list. In the African country, people have invested about 3 hours and 42 minutes a day, on average, to visit their different social profiles.
A third position is occupied by India, with an average time of 2 hours and 36 minutes a day, while closing the first 5 positions are the United States and China, with 2 hours 8 minutes and 1 hour 57 minutes, respectively.
Along the same lines, according to data provided by ATV, worldwide the use of applications and social networks has grown by more than 150 percent, a situation that has benefited advertising at least from the point of view of advertisers.
This is revealed by Adtuo’s own data, which after studying the behavior of Facebook and Instagram users have determined that ad viewing has grown by 185 percent, while clicks and web visits have done so by 170 percent during the month of March.
Although this could be good news for platforms like Facebook, Twitter, Instagram or YouTube, the reality is that social networks are losing.
And it is that the digital environment in advertising terms seems to lose with the contingency. At the very least, the estimates provided by Cowen & Co indicate that although Google and Facebook will continue to be companies with broad benefits in terms of advertising investment after the contingency, they will lose $ 44 billion because of the coronavirus and the brake of many investments.
Although the platforms seem to be losing, the truth is that the figures seem to force advertisers to be on these platforms so as not to lose visibility.
Although this trend was especially visible during the first months of the pandemic, it is true that in the face of slow progress in the recovery of mobility, the phenomenon will continue at least during the first quarter of the year.
The world of social media is especially extensive and in this scenario, it is vital that marketers intensify the areas of greatest opportunity.
With this in mind, from Socialbakers, they deliver three predictions that marketing actions in social networks must consider to be successful during 2021:
Although this is nothing new, the truth is that many brands are still not exploring this aspect.
The demand to discover the opportunities in this area will be especially important if we consider that we are faced with a predominantly digital consumer, where online shopping has become a common and constant habit.
“Today more than ever, it is clear that companies should be taking advantage of the reach and infrastructure that social media platforms offer, by providing them with the necessary tools to manage absolutely everything, from product discovery and post-sale customer service, to the administration of your followers or communities. In an age where shopping happens more and more online, investing wisely in a social commerce component during the customer journey today will undoubtedly help companies safeguard their future revenue, ”said Yuval Ben-Itzhak, President. by Socialbakers.
During the pandemic, the way consumers connected and interacted with their environment changed dramatically. Brands are not out of this equation where what is known as conversational messaging has gained special importance.
“The conversations that customers have today have shifted from traditional call centers and emails, to social media and messaging applications. Customers are online and expect brands to be connected too, answering their questions and giving immediate feedback. To meet customer expectations, we will see more brands turning to a hybrid model of human agents and social chatbots powered by artificial intelligence (AI) ”, predict from Socialbakers.
Bet on micro influencers
Influencer marketing will continue to grow, but it will not do so precisely from the hand of more conventional influencers.
Niche influencers will be the big bet for brands, as they deliver special value for more specialized segments when it comes to brand building.
“The nano and micro influencers emerged as resources of great value, generating a high impact without the high costs of the macro or mega influencers. Data from Socialbakers shows that in 2020, more than 60 percent of collaborations between brands and influencers on social networks were carried out with influencers with less than 50 thousand followers. Without a doubt, we can predict that we will see that figure grow in 2021, as more brands take advantage of the niche and / or specialized potential of nano and micro influencers ”, concluded the consultancy.