written by
Martin Martin
Martin Martin
Social Media
2018-12-04

Social media is changing. Here’s how.

Social media is changing. Here’s how.

It is official: the great all-rounder Facebook no longer meets all of our social needs. Niche platforms are coming to the fore which better addressour individual requirements. In our recent Social Media Study 2018, we sampled social users on their consumption habits and personal motivations. Based on these findings, we answer three key questions on the future of social media.

Every month Oliver Dietrich, Director of Creative Ideation, offers his feedback on recent marketing campaigns and what growth companies can learn. This month he takes a look at the all new Nike campaign „Nothing beats a Londoner“

Which social platforms do we use?

WhatsApp dominates the social and messenger landscape. Two thirds of people use the service to write and receive messages, and among younger people the results are even more astonishing: almost everyone in the 14 to 29 year age group uses WhatsApp. With only 39% of respondents active on the platform, Facebook proves somewhat less popular, but still commands a good audience among younger age groups. Instagram and Snapchat demonstrate a solid following, with 20% people active on Instagram and almost 10% on Snapchat.

WhatsApp dominates the social and messenger landscape. Two thirds of people use the service to write and receive messages, and among younger people the results are even more astonishing: almost everyone in the 14 to 29 year age group uses WhatsApp. With only 39% of respondents active on the platform, Facebook proves somewhat less popular, but still commands a good audience among younger age groups. Instagram and Snapchat demonstrate a solid following, with 20% people active on Instagram and almost 10% on Snapchat.

social media is changing, social platforms
social media is changing, social platforms

Why are we using social platforms?

The study showed that social media is strongly fragmented, with users prefering those platforms which are built to serve their own personal motivations. We asked people why they used their social platform of choice: every second Facebook user for example claimed to use it because it informed them about interesting topics and current events. Over a third of Instagram users said they used the platform to learn what is new from their favourite influencers and brands. Among the main reasons Snapchat users like the platform were for entertainment and relaxation reasons. WhatsApp users use the messaging service to stay in contact with family members and use the platform to organise their lives.

social media is changing, social platforms
social media is changing, social platforms

What and who are we consuming on social platforms?

Pictures are the most popular form of content across all social media platforms, particularly those posted by family, friends or acquaintances. Pictures posted by brands or of products are less popular but users remain interested, particularly on Facebook and Instagram. Status updates on Facebook, and stories on Instagram and videos on both Instagram and Snapchat remain popular forms of content.

social media is changing, social platforms
social media is changing, social platforms

Across all three social networks, the most regularly consumed content is posted by friends, acquaintances and family. Almost 30% of Facebook users also say they look at content from brands. Instagram appears to be the best site for influencers, with 44% of Instagram users saying they view content posted by influencers.

social media is changing, social platforms
social media is changing, social platforms

In fact, to sum up: Influencers are playing an ever greater role in social networks. Half of all survey respondents were familiar with the term influencer and astonishingly, of these people, almost 20% said they had bought a product because it had been recommended by an influencer.

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