Digital Marketing Weekly Roundup EP28 – In this article we will be discussing more happenings that are trending this week.
First, we talk about Facebook and why you think that they are losing their touch with the Millenials. The growing popularity of Facebook seems to decline these past few quarters. An independent analysis of some of the big companies especially in the UK have suggested that there was a slight decline of Millenials using the app.
There is an inforgraphic that will show you the statistics and how this will help you make a good decision for your ad campaigns.
Secondly, we will talk about Twitter and like Facebook is facing a decline the stats suggest. All these BIG companies at some point will take its toll on the ever changing social network – Twitter is no excemption.
Thirdly, Google and Apple are monitoring consumers digital wellbeing, meaning how many hours we stay on a site, our buying behaviour, our creativity at so much more.
These patterns of data will help them and can be use for ecommerce and many more. As for small businesses, these data will be very helpful with decision-making for all campaigns.
Lastly, don’t forget to read our Final Thoughts, we might also want to engage and make a few comments or two. While this is all happening, you the small business owner, the decision maker, will be able to grasp what has been the latest development on the internet.
Let’s dive in …
New Research Shows Facebook Still Holds Sway With Millennials and Gen Z [Infographic]
Is Facebook really losing touch with the youth?
Over the past few years, several reports have suggested that Facebook is losing ground to Instagram, Snapchat, and more recently TikTok, as the place where younger audiences are spending their time, but two new studies have shown that The Social Network still holds significant sway, and still keeps Millennials and Gen Zers coming back to the platform daily.
The first report comes from Ofcom in the UK, which recently surveyed more than 2,300 British parents and children aged 5-15 years in regards to their online activity, with a focus on social media use. Their results showed that 69% of older teens (12-15 years) use Facebook, while 68% are active on Snapchat and 66% have an Instagram account. So while Snap and Insta are clearly very popular, Facebook, somewhat surprisingly, remained in the lead.
The second report comes from 5W Public Relations in New York, which surveyed a representative sample of 1,000 US adults aged 18+ as part of its latest survey. Based on its findings, 5W found that Facebook was the most popular network among Millennials, with 77% of them indicating that they’re active on the platform every day.
In both surveys, TikTok was highlighted by a minor amount (13% and 28%) of the respective audience as an app that they check in on daily.
It is worth noting that the framing of the specific question here is relevant. 5W, for example, asked participants which platform/s they log into daily, not which they spend more time using – so it may well be that younger users are checking their updates on Facebook every day, but spending more time in Instagram (as previous reports have also suggested). But even so, the numbers underline the market share held by Facebook. The platform has become a must-have for many, a key connector to family and friends, which is ubiquitous in our daily process.
5W have put their results into the below infographic – maybe worth considering in your digital marketing approach.
Top Twitter Stats for 2020 [Infographic]
Looking to make better use of Twitter for your business in 2020?
Twitter’s popularity has seemingly taken a hit in recent times, with user growth slowing, but in contrast to this, Twitter’s active engagement has been on the rise, and it remains a significantly influential platform for sparking trends and driving conversations.
There are also plenty of opportunities for brand discovery and engagement. These days, people expect brands to have a Twitter presence, and they often expect to be able to use those brand handles for customer queries – where they can get answers faster than most other means.
It may not be the central focus of your digital marketing effort, but Twitter remains an important element, and overlooking it means neglecting potential opportunities, which can be gleaned via on-platform research, availability and by actively engaging in relevant discussions and trends.
If you are looking to get more out of Twitter in 2020, these usage stats may help. The team from Hootsuite has put together a listing of 10 key Twitter stats to consider in your approach.
Hootsuite has included more Twitter info in its full rundown, but you can check out the infographic below for the key stats of note.
How to Facilitate Customers’ Digital Wellbeing in 2020
An important implication of digital marketing is the sheer volume of content it builds and the frequency at which it is delivered. This could lead to a sense of digital overwhelm, even necessitating a detox in some cases. In this article, we discuss:
Today, a company’s online presence is a big part of its overall marketing strategy. From customer emails and social media to website content and chat-based support, a significant portion of marketing communications now happens online. However, this has an important downside.
Research reveals that customers are now spending hundreds of hours every month on digital platforms, often reaching unhealthy levels of digital consumption. For example, the 2019 Sign of the Times survey by Behaviour & Attitudes surveyed 1000 Irish adults to reveal that three out of four individuals are using the internet every day. The number of people logging in to Facebook, WhatsApp, Instagram, Viber, and Snapchat has all increased.
This is just one instance of how digital overload is impacting consumers. It’s no surprise, therefore, that users are increasingly interested in initiatives like digital detox that encourage positive tech habits.
So how can you, as a marketer, help consumers reach their digital wellbeing goals in 2020? Is it possible to strengthen your online brand without overwhelming users with content on multiple platforms? We think the answer is a definitive YES.
Digital wellbeing is now a key concern for consumers across the globe. The issue has become so severe that tech-giants such as Google and Apple are doubling down on digital wellbeing. In 2018, Google launched several updates on its Android OS to help users stay aware of their digital consumption habits. Apple, too, lets users monitor how much time they spend on social media, productivity, creativity, and other categories.
Google even has a course for marketers and other professionals looking to know more about digital wellbeing. Let’s look at a few tips that can help you make this issue a cornerstone of your marketing strategy.
A major reason for digital overwhelm is the sheer volume of content available. Consumers either scroll through without really paying attention, or simply log off in an attempt at digital detox.
That’s why brands need to strike a balance when designing content. It should make consumers pause and take a closer look at your messaging. At the same time, they must also feel like the message was worth the time that they spent looking at the screen.
We recommend leveraging values-driven content that strikes an emotional chord with consumers – as opposed to ephemeral viral videos, clickbait, etc. Videos depicting the problems of child-rearing with empathy, to promote a diaper brand, can be targeted to young parents, instead of simply offering a discount via email.
Learn More: Cyberbullying – Is Your Brand Safe by Design?
A robust offline footprint can help to maintain brand relevance even when its customers undertake a detox for their digital wellbeing. To achieve this, you need a widespread omnichannel game plan, as well as a keen focus on offline marketing. Let’s say your brand is only limited to Instagram – when a user logs out, their interaction with the brand will peter down in tandem.
It is advisable to build a consistent omnichannel presence with regular – but not over-frequent – content shared on every major social and digital platform. Next, this must be reinforced by your offline footprint. If a brick-and-mortar store isn’t feasible, consider simple techniques like a weekend pop-up, kiosks at a local event, or a TV spot.
This will also dissociate your brand from a customer’s digital consumption patterns and make its core value proposition even clearer.
The website is often the first and most vital touchpoint for a customer looking up your brand. Make sure that digital wellbeing comes across as a brand priority during their visit.
An excellent way to achieve this is via a chatbot that explains data privacy laws and how customers can take ownership. Make it easy for them to control their cookie preference, and avoid asking for consent without an option to configure the preferences.
Other strategies to mitigate digital overwhelm on your website could be to reduce the number of ads/pop-ups, ensuring there is plenty of white space, and a dedicated page for videos so that the user can choose to navigate to that section or stay away from it. Small design elements like these are integral to maintaining the digital wellbeing of your website visitors and prospective customers.
Facebook and Twitter analyses their marketing share and have come to the conclusion that they are experiencing a slight decline especially with the Millenials. This trend seems to continue up until now.
Businesses, whether big or small should learn a thing or two with this trend. Being in business myself, these analysis gives me an edge for all my marketing efforts.
In 2020, digital wellbeing is on top of everybody’s mind. In 2019, Google found that one in three Americans took steps to improve their digital wellbeing in the last one year. This includes monitoring online activity, paying attention to data privacy, and cutting down on screen time.
Marketers must factor in this concern when designing campaigns, striking a careful balance between eye-catching content and healthy media consumption.
On the next issue, we will try to talk more about traffic. This has been a growing concern of most small businesses especially the local businesses. We have few suggestions that you will find very interesting – some might not be in your realm yet.
We will see you next week on the inside …