Earlier this month Mary Meeker released her anticipated deck on “Internet trends,” which she presented at the Code Conference in Silicon Valley. The presentation is chock full of fascinating tidbits, from smartphone usage to healthcare data. To save you the hassle of sifting through 355 slides, we pulled some facts and graphs that may be relevant to your company and it’s advertising budget. You’re welcome.
- Social Clicks Drive Conversions
From data collected on clickable Facebook ads, a whopping 26% of clickers took the next step and made a purchase.
- Facebook Advertising Growth Rivals Google
Google and Facebook are both popular advertising platforms, but Facebook had an incredible 62% increase in its share in the advertising pie from 2015 to 2016.
- Mobile Advertising Almost Trumps Desktops
Since 2009, when the mobile advertising spend was negligent, the industry has skyrocketed. The dollars spent on mobile advertising in 2016 equals that of desktop advertising, which together equals $73 billion.
- UGC Garners Engagement
User generated content is a great tool for brands for several reasons. First of all, it can be extremely efficient, taking the work from the brand and placing in the hands of their fans. Secondly, as Meeker points out, it can generate 6.9x higher engagement rates than brand generated content. Whether you’re reposting or holding a photo contest, give your followers the chance to be a part of your brand story.
- Social Media Improves Customer Service
The last item we thought was worth noting was social’s impact on customer service. As a community manager I’m often responding to questions concerning where to find products or nutritional content. Having technology at our fingertips allows for more creativity but comes with an added responsibility. By offering a timely and personal response, fans feel heard and valued.
Overall it’s clear to see that social advertising is certainly carving out a substantial place within the marketing world. Advertisers are becoming more and more apt to elect for social ads or even organic social versus tv or google spots. And this shift isn’t unwarranted. Social KPIs are incredibly low, and whether you’re leveraging user-generated content or replying to your customers via Twitter, organic marketing is effective in growing awareness. Especially if you’re in the right hands.