TikTok is the third largest social network in the US based on user count, second only to Facebook and Instagram. TikTok was also the most downloaded app in 2021 with at 94 million downloads, followed by Instagram at 64 million and Snapchat at 56 million. 26% of social media users say Facebook is their favorite service. Comparatively, Instagram grew just 3.7% and Facebook saw a 0.8% increase in users.įacebook is still the most popular social network worldwide by user count, coming in at 2.1 billion active monthly users compared to Instagram at 1.3 billion and TikTok at 755 million. The social media sites with the most user growth in 2021 were TikTok and Reddit, with 18.3% and 14.4% growth respectively. Businesses and consumers alike are increasingly looking toward these new channels to build their brand presence and reach new customers.Įmerging social media platforms are top-of-mind for 41.4% of marketers this year. CAPI follows user privacy preferences while still fulfilling much of the same tracking functionality of the traditional Meta Pixel, and quickly matches that activity to customer information stored in your server to capture the full picture of how your customers interact with you.Īs brands grow wary of advertising on Facebook due to attribution concerns and as users become more concerned with their personal data privacy, the road is being paved for new social media platforms to emerge. That number is now cut nearly in half, with 37% of iPhone users opting in as of December 2021.Īs the need has risen for social media advertisers to bridge the gap created by decreased targeting and tracking capabilities, Meta introduced server-side tracking known as Conversions API (CAPI).ĬAPI helps marketers lower costs per action, improve efficiency, and accurately measure performance on Facebook.ĬAPI connects a brand’s marketing data to a system that optimizes targeting and increases measurable results on Meta’s platforms – regardless of opt-in status. Prior to the update, approximately 70% of iPhone users shared their IDFA with apps. ![]() Identifier for Advertisers (IDFA): A random identifier assigned to each iPhone user that provides advertisers with valuable data to provide relevant ads, measure campaign performance, and track the customer journey. With the update, iPhone app users are required to opt in to sharing their unique Identifier for Advertisers (IDFA). iOS 14.5 ImpactsĪpple released its iOS 14.5 update in April 2021, transforming how brands advertise through social media. With new consumer privacy regulations, Apple’s iOS 14.5 update, and more, the ability to clearly understand the multiple touchpoints that your customers pass on their path to purchase is growing increasingly complicated. Out of all the trends we asked our survey respondents about, attribution ranked #1 as the most prominent for marketers right now. This can be a key way to reach more consumers on social media – especially Gen Z and Millennials. 30.3% of social media users say they care less than they used to about impressing others on social media, and 24.5% say they’ve become more open online about how they’re feeling.ģ1.6% of digital marketers say authenticity and trust are top-of-mind for their brand.Ī genuine social media presence both showcases your brand’s authenticity and encourages your customers to be authentic themselves. Brand executives and decision-makers should be sure to give adequate attention to their company’s social media budget and the profitable return that a strategic social media plan can deliver.Ĭonsumers are changing the way they use social media as authenticity becomes more of a priority. Growth has leveled out now, but usage still remains much higher than pre-pandemic predictions.ħ7% of internet users use social media to search for more information on brands. ![]() In fact, Q2 2020 was the highest time period on record globally for social media usage. Social media usage has grown substantially with the pandemic. This means standing out from your competition will be a key component of any revenue-driving strategy.Īnd the competition is fierce. Social media is a top priority for 50% of digital marketers.Ī key component of most digital marketing strategies for over a decade now, half of marketers say social media is a big initiative for their brand this year. Keep reading for insights on how the social media landscape looks right now, with information on attribution, emerging channels, social commerce trends, and more. In this blog, you’ll uncover insights from ROI’s State of Digital Marketing Survey that can speak to the future of social media marketing. With a variety of noteworthy social media trends swirling around in the ecosystem, finding your footing can be a challenge. The social media advertising landscape has experienced major transformations during its lifetime – especially since the onset of the COVID-19 pandemic.
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