The digital landscape has been dispersing rapidly over the last 12-24 months and with ever more scattered audiences and fragmented social platforms, brands face a bucketful of challenges. To thrive in this highly competitive environment, digital marketers need to constantly be on their toes and stay up-to-date with the latest trends. In this deck we share 130 stats around the 7 social media trends that we see dominating 2015. To read the full blog and to understand the full scope of these developments visit http://www.emarsys.com/en/resources/blog/the-7-social-media-trends-dominating-2015/

3. sCommerce
StartupsFM
Social commerce
is the evolution and maturation of
social media meets shopping
Heidi Cohen

4. sCommerce
StartupsFM
Global ecommerce sales top $1.2 trillion
Social commerce sales are forecasted to represent
5% of all online retail revenue in 2015
MediaBistro
$15
billion

5. sCommerce
Conversion rate of social referrers
Statista

6. sCommerce
MediaBistro
Average order value by social referrer

7. sCommerce
Half of social media driven purchasing happens
within one week of sharing, tweeting, liking or
favouriting the product
MediaBistro

8. sCommerce
of marketers have successfully gained
Postcron
70% new customers via social networks

9. sCommerce
74% of consumers rely on social networks
to guide purchase decisions
StartupsFM
55% of consumers share purchases
on social networks

10. sCommerce
of consumers are more likely to buy a new product
43% when learning about it on social media
filemobile
Nielsen
48% of consumers think that posts created by others
in their networks are a great way to discover new
products, brands, trends or retailers
48%

11. sCommerce
Shopify
MediaBistro
60% of social traffic to retail sites originates from
Facebook
85% of all orders from social media come via

13. Social Advertising
By
2015
Internet advertising will make up nearly
25% of the entire ad market
Postcron

14. Social Advertising
Mobile ad spending will rise to $95 billion
by
2018
eMarketer

15. Social Advertising
Marketers advertise on…
92% 35% 24% 23%
Socialbakers

16. Social Advertising
Providing networks with massive advertising revenues
TechCrunch
DailyDot
VentureBeat
in Q2/2014
AdAge
$2.9b $1.1b
(for the whole of 2014)
$106m $312m

17. Social Advertising
But the true giant remains Google with an ARPU
6x higher than Facebook’s
KPCB
$45 $7.24 $3.55

18. Social Advertising
Facebook remains marketers’ favourite platform
500,000 Facebook pages
use promoted posts to boost
their social success
Accumulating
2.5 million
promoted posts on Facebook
Jeff Bullas

19. Social Advertising
But Twitter’s popularity increases
Mashable
44%
of advertisers have increased Twitter spending over
the last six months
63%
said they plan to do so over the next year
59%
said they expected to spend more on Facebook

20. Social Advertising
Jeff Bullas
45% of ads in the 2013 Super
Bowl included Twitter hashtags
A 24 hour Promoted Trend
on Twitter costs $200,000

21. Social Advertising
Pinterest: a MUST for ecommerce businesses
Mashable
42% of the IR500 top 50 have
adopted rich pins
Top brands in fashion & retail see high
engagement rates, with an average of 46 repins 46

22. Social Advertising
And let’s not forget about mobile…
62%of Facebook’s profit
comes from mobile ads
TechCrunch
TechCrunch
81% of Twitter’s ad revenue
comes from mobile

24. The Revolution of Mobile
Worldwide mobile penetration
amounts to
93%
We Are Social

25. The Revolution of Mobile
We Are Social

26. The Revolution of Mobile
Digital Marketing Magazine
Mobile data traffic increased by
+81%
since 2013
And will grow
10x
by 2019
Ericson

27. The Revolution of Mobile
Digital Marketing Magazine
With users spending
2h
42m
Per day on mobile devices

28. The Revolution of Mobile
And 86% of that time being spent on apps
TechCrunch

29. The Revolution of Mobile
21 billion SMSs are sent daily
Informa
Leading to an SMS
revenue growth of
127
billion

30. The Revolution of Mobile
98% of all SMS messages are opened
75% of people would like to have offers
sent to them via SMS
Digital Marketing Magazine

31. The Revolution of Mobile
57% of consumers would be happy to
sign up to an SMS loyalty programme
Digital Marketing Magazine

32. The Revolution of Mobile
90% of consumers signed up to such schemes
feel they have gained value from them
Digital Marketing Magazine

33. The Revolution of Mobile
Mobile advertising grows with global mobile use…
KPCB

34. The Revolution of Mobile
… and so does mobile app and advertising revenue
KPCB

35. The Revolution of Mobile
Mobile and social media go hand in hand
60% of social media time is
spent on mobile
Business Insider

36. The Revolution of Mobile
The Drum
Facebook’s audience is growing via mobile
and tablets, but holding steady or declining
via PCs and laptops
More people are using mobile to share a link
to an article, comment on posts, watch video
clips or message friends

37. The Revolution of Mobile
Jeff Bullas
Facebook owned
21.7%
of worldwide mobile internet
ad revenue in 2014

38. The Revolution of Mobile
Facebook is the second most popular app category
Gaming: 32% of time spent on mobile
Facebook: 17% of time spent on mobile
TechCrunch

39. The Revolution of Mobile
Mobile video consumption is increasing
22% of video consumption happens on mobile
… and will increase to >50% by 2019
Mobile makes up 40% of Youtube’s global watch time
Ericson
KPCB

41. Social Video
Video will continue to dominate the digital landscape
Brainshark
74% of all internet traffic will be video by 2017

42. Social Video
Single Grain
Video is shared
1200% more times
than links and text combined

43. Social Video
Mobile & tablet shoppers are 300% more likely
to view a video than laptop/desktop users
Single Grain
92% of mobile video viewers share video

44. Social Video
But many brands ignore the potential…
Single Grain
9,100 tweets are sent every second
But only 700 tweets a minute include YouTube videos
And only 120 tweets a minute include Vines

45. Social Video
YouTube is the
#2
search engine in the world
DigitalSherpa

46. Social Video
More than 1 billion users visit YouTube each month
Over 6 billion hours of video are watched each month
100 hours of video are uploaded every minute
500 years of YouTube videos are watched on Facebook every day
Relevancy Group
YouTube

47. Social Video
Many miss out on potential
co-operations with the stars of YouTube
KPCB

48. Social Video
Micro-videos are equally important for a successful
marketing strategy
45% of viewers will stop watching a
video after 1 minute
60% will have stopped watching a
video by 2 minutes
DigitalSherpa

49. Social Video
More than 40 million users total
DMR
MediaBistro
create over 1 billion Vine loops daily

50. Social Video
Every minute Vine users share 8,333 videos
DMR
And upload 12 million Vines to Twitter

51. Social Video
Branded content accounts for 4% of the top 100 Vines
receiving 400% more shares than branded videos
Mashable

52. Social Video
Hyperlapse received 30.000 mentions within the
first two days of its launch
and a social media reach of 60 million
Brand24

53. Social Video
With user-generated content dominating the discussion
48%
Brand24
of Hyperlapses were user-generated

54. Social Video
57% of Instagram users access the site every day
35% of users access the site multiple times a day
57%
35%
Pew Research

55. Social Video
L2
The average user spends
257 minutes a month on the site 257
Instagram engagement is 15x higher
than Facebook engagement

56. Social Video
Instagram videos are creating
double the engagement
of Instagram photos
Inside Facebook
88% of brands on Instagram have
shared at least one video
Totems

57. Social Video
Still don’t believe in the power of social video and
user-generated content?

58. Social Video
80% of all online content is user-generated
The biggest drivers are consumers:
25 - 45 year olds contribute 70% of all UGC
SparkReel

59. Social Video
25% of search results for the world’s top 20 brands
Social Times
are links to user-generated content

60. Social Video
User-generated content
increases brand sales effectiveness by nearly
20%
SparkReel

61. Social Video
On Youtube, UGC fan videos get 10x more views than
brand-owned content
Brand engagement rises by 28% when consumers are
exposed to both professional content and user-generated
product video
filemobile

62. Social Video
Statista
97% of beauty related video content
on Youtube is generated by vloggers
In 2013, YouTube beauty vloggers had generated an average of
255 videos per channel, more than double the amount of
official brand channels

63. Social Video
8-10% of consumers are influencers that typically generate
3x more word-of-mouth messages
and each message has 4x more impact than
the average word-of-mouth message
filemobile

65. Agile Marketing
Incite
One of the most disruptive trends in the industry
Agile marketing
Customer experience
Content creation
Multichannel
Seamless collaboration

66. Agile Marketing
29,000 retweets
14,000 favourites
16,000 retweets
7,000 favourites

67. Agile Marketing
CMG Partners
63% of CMOs
say agility is a
high priority
Yet only 40%
call themselves agile

68. Agile Marketing
Business needs
are met with
agility
CMG Partners

69. Agile Marketing
Find the right balance in your marketing strategy
Econsultancy
Agile marketing
Automated
marketing
Planned
marketing

70. Agile Marketing
My Customer
And win agile marketing in 2015
• Define your strategic framework
• Create an agile team with the right resources
• Plan real-time marketing activities
• Understand social data
• Take risks and be bold
• Measure your outcomes

72. Anonymity
Users are concerned about online anonymity & privacy
54%
86%
of internet users have taken steps
online to remove or mask their
digital footprints
of mobile app users have decided
not to install a mobile app when
they realized how much personal
information they would need to
share in order to use it
PEW
PEW

73. Anonymity
60%
Pragmatists
30%
Fundamentalists
10%
Unconcerned
Statslife
Ipsos MORI
Pragmatists’ concerns are based on situational
circumstances, but are moderated by trust – which
is dependent on previous brand experiences

74. Anonymity
Yet many users don’t bother reading T&Cs
Ipsos MORI

75. Anonymity
Signing anything without second thoughts:
88% of people signed Gamestation’s clause
that gave the computer game retailer the
‘non-transferable option to claim now and
forever more your immortal soul”
StatsLife

76. Anonymity
Is ‘smart disclosure’ the solution to privacy concerns?
71% would like to have access to the data that companies hold
about them, which could help them to make better decisions
Ipsos MORI
– e.g. about how they spend their money

77. Anonymity
So users started flocking to anonymous social media

78. Anonymity
Usage numbers started to explode
Whisper is nearing 3 billion page views a month
with 45% of users actively creating content
Allthingsdigital
CNN
50,000 users create accounts, send out invites
hour and receive invitations to join Ello
Forbes

79. Anonymity
Anonymous networks get crucial financial support
Whisper received funding of 57m
and is valued at 200m
Marketwired
Allthingsdigital
TechCrunch
19m for Secret
Mashable
10m for Yik Yak
TechCrunch
2m for Confide
TechCrunch

80. Anonymity
But people are open to change – if brands treat them
the right way
52% of consumers are willing to share
personal information to receive relevant
communications from brands
Emarsys

81. Anonymity
55% of consumers appreciate that
brands track their website behaviour to
learn more about their audience
Emarsys

82. Anonymity
51% of millennials and
40% of people 35+
would share information with
companies as long as they
get something in return
USC Annenberg

83. Anonymity
USC Annenberg
56% of millennials and
42% of people 35+
would share their location with
companies in order to receive coupons
or deals for nearby businesses

85. Private Messaging
Private messaging got big over the last few years

86. Private Messaging
and was the biggest boom in 2014
Increase in user base
The Drum
Snapchat
Kik
WhatsApp
Line
WeChat

87. Private Messaging
In February 2014
Facebook acquired WhatsApp for
19 billion
Stratablue
16 million
= WhatsApp’s revenue for the first half of 2014
DMR

88. Private Messaging
600 million monthly active users
1 million new registrations per day
70% of users are active every day

89. Private Messaging
64 billion messages sent per day
700 million photos shared per day
100 million video messages sent per day
1000 heads
DMR

90. Private Messaging
monthly active users
snaps a day
Snapchat stories viewed per day
KPCB
DMR

91. Private Messaging
DMR
58%
of college
students
are likely to purchase a product from a
brand that sent them a Snapchat coupon
Yet only 1% of marketers
use Snapchat

92. Private Messaging
438 million monthly active users
100 million
from outside China
DMR

93. Private Messaging
WeChat Moment’s share of
DMR
67k apps are connected to WeChat
Before a business can advertise
it needs 100,000 followers
total Chinese social sharing: 23.4%