Inbound: Social Media Platform Trends
As we all know, as charities, it's not always easy to compete with bigger organisations with bigger budgets and a village of employees.
We have all been in place where we are competing with Unidays, Amazon, Domino's and the latest trendy coffee shop next door, for our members attention
Here at SMOOVEmedia, we constantly ask ourselves how we are able to provide leverage. One of the ways we do this is to properly examine our members online behaviours.
First, we dissect the world's consumption of these platforms.
As we can see, Facebook is still in the lead with YouTube and WeChat falling in 2nd and 5th place. With 4 out of the top 6 being platforms within the Facebook ecosystem - having features that relate to each other.
However, it is important to note that these statistics are for the whole population.
For those Gen Z students on the other hand, many only download Facebook and create accounts to allow them access to student and course groups.
Most of them are familiar with Instagram and Snapchat as part of their daily lives.
It has also been found that 9 out of 10 Gen Z's who have Snapchat, typically have parents on Instagram. It's the old game of cat and mouse that stands the test of time.
Facebook usage is already seeing a steady decline, along with Twitter - which is more of a business to business platform focussed on news, as opposed to a consumer platform. Snapchat too shows a similar pattern.
However, keep in mind that these statistics show a DAILY Active User metric instead of a Monthly Active User metric. Which means that members who are there already, are highly loyal to the platform. The growth decline we're speaking of however is largely due to the introduction and improvement of the Instagram stories feature. Instagram as a whole has been enjoying a steady exponential increase for the last few years, and is the platform with the most under priced attention for 2019.
Currently all data points toward a making communications mobile first - ensuring websites, booklets, and information are native to mobile and adjusted for desktop, instead of the other way around. 94% of people have their smart phones in front of them while watching TV. Today, mobile consumers spend more than double the amount of time online.
In other news, messaging apps usage has now overtaken social media apps usage. Meaning, messenger and chat bot plugins are and will increasingly be an expected part of an organisations communications strategy.
Messenger also has a higher return on engagement, with up to 4 times open rates and 10 times click through rates - which means that messenger bots and marketing platforms are worth the initial training and setup period, with similar results like the early days of email marketing.
Today, we should take these factors into account as well as feedback from our current members to determine the best platforms that would work for us throughout the year.
Pick 3 main platforms for membership communications and decide which platforms will be used as secondary growth and testing platforms.
Next post. We talk about positioning and messaging.