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Stuart O'Brien

Instagram ‘attracting a larger audience than Facebook’ among brands
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Instagram has a larger audience and nearly 20X more interactions than Facebook among top 50 brand profiles, according to Socialbakers’ new Q4 2019 Trends Report.

Key insights from the report include Instagram overtaking Facebook in audience size, the relative decline in engagement during the holiday season, the popularity of vertical videos, the dominance of women among fans and followers, growing ad spend, and the continuing explosion of influencer marketing. 

“The writing has been on the wall for some time, but now it’s official. When it comes to the top 50 biggest brand profiles, Instagram has a larger audience than Facebook,” said Yuval Ben-Itzhak CEO, Socialbakers. “That development was not a surprise. What was unexpected in Q4 2019, however, was the relative decline in engagement during the holiday season. This is a warning sign that brands require a deeper understanding of which types of content their audiences find compelling, and an agile method to get that content in front of them.”

The key findings of the Q4 2019 Trends report include:

·         For the first time globally, Instagram surpassed Facebook in audience size – but for the top UK brand profiles, Facebook still has a marginally bigger audience, but greater engagement is found on Instagram

·         Despite efforts to attract consumers during the holiday period, post interactions for both Instagram and Facebook were lower in Q4 2019 than Q4 2018

·         Women make up the majority of fans and followers of brand pages on Instagram and Facebook, representing over half (56.4%) of the audience engaging with brands

·         Whilst 70% of videos on Facebook brand pages are shot horizontally, viewers are more likely to complete a vertical video than horizontal (29.9% vs. 22.2% respectively)

·         Ad spend on Instagram Stories increased by 40% over the last year, and by 91% over the last two years. Meanwhile, in the UK, brands are still posting more to the Instagram News Feed

·         The number of influencers using #Ad exploded by 90.5% in Q4 2019

·         The Services category (including lawyers, accounting services and IT services) found a 66.7% jump in engagement

Based on the top 50 biggest brand profiles worldwide, there was a notable change in Q4 2019. For the first time, the total audience on Instagram surpassed the total audience size on Facebook. Additionally, the total interactions on Instagram were nearly 20 times larger than those on Facebook. So, even though the top 50 brands published more posts on Facebook, the engagement on those posts didn’t reach the numbers that Instagram was able to achieve.

For the top UK brand profiles Facebook still has a marginally bigger audience. However, while brands are posting roughly the same amount of content to Facebook and Instagram, they are seeing significantly more engagement on Instagram. The lesson here is that UK brands need to focus on their Instagram strategy as by splitting their content between both platforms they are likely leaving interactions on the table. 

Engagement: A surprising drop in interactions

In the UK the industries that are seeing the most engagement across Facebook and Instagram are ecommerce, fashion and retail. The data shows that ecommerce brands are really leveraging the potential of Facebook, whilst Fashion brands are running the show on Instagram. 

Despite attempts to attract consumers during the holiday season, the relative post interactions for both Instagram and Facebook were lower in Q4 2019 than a year ago. This was true even among the most successful industries on social media. Fashion, the top industry on Instagram, decreased by 19.4%, while the top industry on Facebook, Ecommerce, decreased by 9.6% versus Q3 2019. This may indicate that brands need to get smarter about the content they post, and focus on top quality content in smaller volumes to increase engagement.

However, one interesting success story in Q4 engagement is the Services category. It achieved a 66.7% jump in engagement on Instagram compared to Q3 2019. On Facebook, Services finished fourth with 7.6% of total interactions after not making the top eight in the previous quarter. Services is a wide-ranging category that includes lawyers, accounting services, hairdressers, car repairs, IT services, conference and event organisers, and weight loss courses.

Format: Vertical videos pull viewers in

Marketers often wonder whether viewers prefer videos that were shot horizontally or those that were shot vertically. Currently, about 70% of videos on Facebook brand pages are shot horizontally. But according to Q4 data from those Facebook brand pages, vertical videos perform better than horizontal videos across the board. For videos shorter than 30 seconds (which is the most popular video length), vertical videos were completed by viewers 29.9% of the time, while horizontal videos were completed 22.2% of the time. 

Demographics: Women are dominant on social media

According to the Q4 2019 data, women make up the majority of fans and followers of brand pages on both Instagram and Facebook. On Instagram, 58% of brand page followers were female, comprising the majority of every age demographic. On Facebook, women made up 56.7% of the total audience of page fans, although there were slightly more men in the 18-24 age demographic. Women are also the largest group of people mentioning and interacting with brand pages in the prime marketing demographic of 25-34. Overall, women represented 56.4% of the audience engaging with brands in Q4 2019.

Ad spend: Instagram rises but Facebook remains the leader

As in past quarters, ad spend on Instagram Stories continues its rapid growth, although Facebook Feed remains the leader with 58.3% of total ad spend. For the first time, Instagram Stories reached 10% of ad spend in the second half of 2019. Overall, the spend on Instagram Stories increased by 40% over the last year, and by 91% over the last two years.

In the UK the data shows that brands are still posting more to the News Feed. Since Stories are proving to be a highly engaging content format globally, perhaps UK brands need to up their game on Stories. 

Other ad spend trends include the rise of Instagram Explore and Facebook Marketplace as a destination for advertising dollars. In its first five months, the percentage of ad spend on Instagram Explore grew to 1.32%. And over the last year, ad spend on Facebook Marketplace grew from 0.72% in December 2018 to 1.31% at the end of 2019, an increase of more than 80%.

Influencer marketing: No sign of slowing down

One trend that remains unchanged is the skyrocketing growth of influencer marketing. In Q4 2019, the number of influencers using #Ad or the local language version in their posts exploded by 90.5%. For the third straight quarter, the top Instagram brand profile in the world associated with influencers was Walmart, which had 854 mentions from 619 influencers in Q4 2019. Other profiles with successful influencer partnerships included Daniel Wellington, iDeal Of Sweden, and FashionNova.com.

The complete Q4 2019 Social Media Trends Report with supporting graphics is now available for free download.

SAVE THE DATE: Print & Digital Innovations Summit
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The Print & Digital Innovations Summit is a unique one-day event which allows senior print and marketing professionals to meet with innovative and competitive suppliers to the industry.

12 November – Hilton London Canary Wharf

It is entirely free for print and marketing professionals to attend and, as our guest, you will be provided with a bespoke itinerary of pre-arranged, face-to-face meetings with suppliers who match your requirements and upcoming projects.

During the course of the event, you can also attend insightful and inspirational seminars from industry thought-leaders. And there are plenty of opportunities to network with like-minded peers who share your challenges.

Lunch and refreshments are also included with your free ticket. Simply register your place here.

To find out more about attending, contact Remi Vince on 01992 374064 / r.vince@forumevents.co.uk.

If you’re a supplier to the sector, contact James Howe on 01992 374067 / j.howe@forumevents.co.uk to find out about the range of event partner packages.

Can you help buyers looking for these marketing solutions?
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We will have around 60 senior marketing professionals attending the Digital Marketing Solutions Summit in May.

They are attending to source new suppliers – can you help?

Specifically, these buyers are looking for suppliers in the following categories (% of delegates looking for those solutions):

  • Content Management – 43%
  • Conversion Rate Optimisation – 40%
  • CRM – 40%
  • Customer Engagement – 51%
  • Email Marketing – 49%
  • Landing Page Optimisation – 40%
  • Lead Generation & Tracking – 46%
  • Multi-Channel Engagement – 37%
  • Online Advertising – 46%
  • Online Marketing Campaigns – 40%
  • Pay Per Click – 37%
  • Search Engine Optimisation – 40%
  • Social Media – 49%
  • Strategy Marketing – 57%
  • Web Analytics – 37%

If you operate in any of these areas and would like to join us May 12th at the Hilton London Canary Wharf, get in touch today!

Alexa, do I need a voice search strategy? – Why your business should consider the merits of implementing a voice search strategy
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With voice search dominating the realm of SEO and business news, Jimmy McCann, Head of Digital Strategy at international digital marketing agency, Search Laboratory, discusses how voice search is becoming the default search method for consumers worldwide and why voice search shouldn’t be overlooked as part of a business’ digital strategy.  

Implementing voice search technology 

With recent partnerships being established in the world of voice search, such as the NHS and Amazon, this only scratches the surface of voice technology. The possibilities are endless and this partnership only works to emphaises the technology is here to stay, with more and more consumers creating demand for home voice assisted devices, including Amazon’s Echo and Google Home. 

In turn, a growing number of brands are turning to SEO specialists to improve their search engine results page (SERP) ranking due to the rising popularity of voice search amongst consumers. The popularity is bound to lead to an even greater influx in brands looking to gain market share and a slice of the action. 

Of course, as with any strategy, voice search can’t just become a ‘me too’ exercise for brands. Rather, the approach must be considered and highly strategic. There are many reasons why it is becoming necessary for some brands to adopt voice strategies, but rather than panic and invest in this new technology without thought, it is essential those looking to integrate voice search within their existing offering – like the NHS – to do so in a way that ultimately works to benefit the consumer and the broader business strategy. 

The impact of voice search on SEO

That said voice search is a hugely popular emergent technology that will only keep getting bigger. As it does grow, the way SEO is conducted will be impacted, and this is where larger numbers of businesses that don’t necessarily see a need for voice search considerations as part of their digital strategy may become impacted.  

Voice technology isn’t new by any means. In fact, it was first designed in the 1950s but with the new home assistant device, it has taken a place in the forefront of consumer minds. The technology is improving at such a rapid pace that it is constantly interesting consumers. Just like social media and smartphones, voice technology is here to stay in the consumers everyday life. 

Businesses who want to remain visible to consumers in the coming years will have to find a way to incorporate voice technology, or at the least an SEO approach that considers the nuances presented by voice search, into their digital marketing strategies. 

With voice searches, users do not see a full SERP and decide from there which link to click, but rather are presented with the top result or answer spoken back to them. As such, businesses will no longer be fighting for a place of page one, but rather for the top result every time, for every search term. 

Using voice to enhance the customer experience 

Voice does also offer other benefits for businesses. Building a voice search strategy isn’t just about remaining relevant – it is also about creating a unique customer experience that will build on relationships first made via computers and ultimately, build brand loyalty. The most sophisticated home assistants such as Alexa and Google Home can tell the difference between voices asking questions. This means that they can provide valuable insights about specific users that can lead to more personalised content for the consumer. 

Eventually it is predicted that voice technology will also allow brands to interact with consumers in a more natural and seamless way, with the aim of encouraging customer retention and loyalty. Finally, voice search interactions take far less time than text-based ones, which makes life more convenient for busy consumers who expect a quality experience and instant gratification every time they interact with a brand. Customers want brands to stay on the fringes of their life until needed, at which point they want immediate support and service.

As voice technology continues to grow and become more popular among consumers, it will become increasingly important for businesses of all shapes and sizes to include a voice search strategy into the overall digital marketing plan. 

Along with already changing the way people approach SEO, voice search is also giving businesses an opportunity to create an enhanced customer experience, and brands that want to compete and stay relevant will have to get on board.

Beyond that, voice search could also prove to be a great tool for increasing web traffic and beating the competition, as long as businesses have a solid voice-optimised SEO strategy in place to get their brand to the top of the SERPs. 

Do you specialise in Lead Generation & Tracking? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in February we’ll be focussing on Lead Generation & Tracking.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Lead Generation & Tracking solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact James Howe on j.howe@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Feb – Lead Generation & Tracking
Mar – Email Marketing
Apr – Digital Printing
May – Social Media
Jun – Brand Monitoring
Jul – Web Analytics
Aug – Conversion Rate Optimisation
Sep – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

Digital Marketing Solutions Summit – Your complimentary guest pass is waiting for you
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There’s a complimentary guest pass waiting for you to attend the Digital Marketing Solutions Summit – Would you like to join 60 of your marketing industry peers?

12 May – Hilton London Canary Wharf

Register here for your complimentary pass, which includes an itinerary of 1-2-1 meetings with budget-saving suppliers, access to insightful seminars, networking opportunities, plus lunch and refreshments.

You’ll join fellow senior marketing professionals who share your goals and challenges. They include executives from:

ABTA
Advanced Diesel Engineering
Ambassadors Theatre Group
Audible
Blackbird
Bondi Sands
Bouygues Energies & Services UK
Care UK
Carnival UK
Conde Nast
Corinthia London
Cyber Smart
Dufry
Four Seasons UK Collection
FTA
Great British Chefs
Jordan’s Dorset Ryvita
JustGiving
L&Q
LifeSearch
LV=
Oxfam
Prospect Magazine
Pwc
Raremark
Saga Services
Simply Business
Sky UK
Stadium
Swatch Group
Swift Direct Blinds
University of Sunderland London
University of West London
Weight Watchers
WSP
Yarmouth Stores Ltd & Kirklands

Would you like to join them? Ensure you claim your guest pass here!

Last call to claim your complimentary guest pass for the eTailing Summit
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This is a last call to ecommerce professionals like you – claim your complimentary guest pass for the eTailing Summit – there’s just ONE PLACE remaining.

This unique one-day event takes place on February 11th at the Hilton London Canary Wharf.

Don’t delay! Register here.

This could be the most productive day you spend out of the office this year. But we are closing the event this week for applications, so act swiftly if you want to join us.

  • Meet with innovative suppliers for a series of face-to-face, pre-arranged meetings based on your own requirements.
  • Network with like-minded peers.
  • Attend a series of insightful seminar sessions.
  • Enjoy complimentary lunch and refreshments.

Would you like to join us? Register for the last free place today!

eTailing Summit – Last places up for grabs!
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There are just four weeks to go until your peers from some of the biggest names in eCommerce attend the eTailing Summit.

If you’d like to join them and get your strategy in place for 2020 and beyond, act now! We have just three complimentary guest passes left – so register today!

The eTailing Summit takes place on February 11th at the Hilton London Canary Wharf. There you can meet with suppliers based on your own individual requirements and upcoming projects. No hard sell and no time wasted guaranteed.

Plus, take time to attend our seminar sessions to give you new insights and tips for ecommerce in the 2020s.

Your ticket is free, but register today to ensure you join other leading names in the UK ecommerce scene.

Online visibility is more than Google search: ignoring other platforms is losing you sales
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The number of consumers heading to the internet as the first step on their purchasing journey is growing at a rapid rate. In fact, with over half of UK consumers preferring searching online than browsing a physical store, it’s easy to see why brands are utilising search engine optimisation (SEO) for comprehensive online visibility.  

Holding 92% of the global market share, Google is the natural choice when implementing an SEO strategy. However, taking a linear approach to your online visibility with Google alone is losing you sales. 

Jimmy McCann, Head of Digital Strategy at Search Laboratory is here to explain why you need to take a holistic approach to your integrated digital strategy to ensure 360 online visibility for your brand… 

The importance of organic, paid and multi-channelled advertising

If recalling the last time you purchased an item without searching it online beforehand seems like a distant memory, you’re not alone;  82% of all smartphone users say they consult their phones on purchases before they make them in store. In addition to searching on Google, consumers may look at reviews, marketplaces and social media to gauge whether a brand and its product is trustworthy.

It is therefore important for businesses to create a multi-channel strategy, rather than focus their entire marketing efforts on Google. 

Widening your brand’s reach by appearing in multiple channels is a crucial step that will allow you to reach prospects at more touchpoints in their customer buyer journey, increasing the likelihood of making a sale. 

There are various platforms that offer paid and organic methods to reach your target audience. Not all will be valuable to your business; using an appropriate attribution model along with carrying out an analysis of your customers and target audience will help to identify which channels you should start with.

Paid media is a great way of reaching your exact audience. Paid search on Google is invaluable, but there are other platforms that your business needs to take advantage of to get in front of consumers at different stages of the customer buyer journey:

A good digital strategy should have paid and organic activity across multiple channels, with each channel’s activity integrating with the overall strategy.

Scaling your brand internationally

For enterprises looking to expand their brand into international markets, understanding the local search landscape is crucial, and often requires going beyond the precincts of Google. 

The search engine’s market share varies internationally, which means an international SEO strategy needs to encompass other search engines.

For example, Bing’s presence in America far outweighs its UK presence, which took 33% of the market share in 2017. Whereas Yandex is prevalent in Russia, and Baidu is the market leader in China. 

In order to successfully expand into new markets, you will need to combine mother tongue knowledge of the local culture with digital marketing expertise. This will ensure that your strategy is localised successfully, avoiding any pitfalls of simply translating your brand. 

Set up an appropriate attribution model for your business needs

A customer will come in contact with your brand across multiple channels before finally converting. Using attribution models will help you to identify which touchpoints are most valuable in the customer journey. Google has multiple attribution models available, each with its own advantages and disadvantages. Setting up the appropriate model will help you to identify which channels to focus on in your digital marketing strategy.  

Building online visibility is a multi-faceted and often a time-consuming process but an integral part of growing your business, sales figures and customer retention rates. Your approach to digital marketing should remain a ‘work-in-progress’ and be constantly adapted to improve results. More importantly, your online visibility should span across different platforms and follow a paid and organic advertising strategy, which will ensure you remain market leaders and grow online revenue. 

INDUSTRY SPOTLIGHT: Strange – 20 years of digital
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By Strange

2020 marks the 20th anniversary of digital agency Strange, making it one of the longest established specialist agencies in the South of England.

Much has changed in the digital world since Strange began designing and building customised websites from its Bournemouth base in 2000. Now with a second office in Bristol, the agency has become one of the region’s leading providers of digital marketing services, with the main focus on giving businesses a competitive edge by delivering better digital performance.

Today, the focus is on ‘best in class’ CMS and ecommerce websites along with a full range of digital marketing services. As a result, the agency has become a specialist in the open source systems Drupal, Magento and WordPress as well as platforms such as Shopify and Spryker. Digital marketing services include PPC, social media, display, affiliate, SEO, CRM and email marketing, as well as conversion rate optimisation, analytics and tracking.

 “Clients appreciate that what we offer is better digital marketing” explained Paul Honey, Managing Director of Strange. “They know that ‘good’ just isn’t good enough, and understand that ‘the best’ is often unrealistic given budget constraints.”

Clients include companies and non-profits from a wide range of sectors, with Merlin Entertainments, Animal, Amnesty International, Brittany Ferries, Fujifilm and Merlin Entertainments among many others. Strange has also picked up some major awards along the way such as winning the Marketing Excellence in Travel and Tourism award for Merlin (Masterclassing), and Integrated Campaign of the Year for Brittany Ferries (Gold Winner, Chartered Institute of Marketing Travel Awards).

Director and Founder Jonathan Boston said: “Things have certainly changed in the past 20 years with the rise of open source platforms, social media and digital marketing. But no matter how our environment has changed, our team has remained focused on giving clients real value and that will always stay the same.”

Read more about Strange here