LOOKING AT THE CURRENT STATE OF SOCIAL MEDIA FOR 2017:
The trouble with social media and demographics is that they never really stay the same. New changes happen every year – not just with new platforms and services coming up or existing platforms dying down (rest in peace, Vine!), but also with the user population shifting from one segment to another on the social spectrum.
Interior design brands may have a hard time keeping up with these changes and the incoming plethora of new trends in 2017, but keeping an eye out on the latest statistics will help any brand stay ahead in the game.
According to Sprout Social, Statista has recorded some interesting shifts in social media for 2017. We combed through them and compiled some of the numbers worth remembering when drafting the social media strategy for your interior design brand this year.
The numbers show that, for example, new Twitter users grew by 43 million, year over year by 2014, but only by 9 million last year. At the same time, new Instagram users increased by 150 million, year over year by 2014, and has continued a successful growth since by approximately 100 million new users per annum.
The figures aren’t exactly shocking, but rather expected – however, they do show how the social media landscape can dramatically change from just one year to another, prompting marketers to adapt their strategies accordingly and target their content at the right platform. By that same ethos, we’ve highlighted some key statistics below that can be extremely useful for interior design brands in 2017.
INSTAGRAM – THE VISUAL POWERED PLATFORM
According to the newest figures from social media analysts, posts using at least one hashtag receive 12.6% more engagement than posts excluding them altogether. We strongly encourage using up to 30 hashtags to maximise exposure.
Of the top brands currently using Instagram, over 60% use the same filter for all their content – because visual harmony is key in retaining followers and engagement.
In terms of frequency, 35% of Instagram users check the platform multiple times per day. In fact, 51% open the app daily. So, if you want to push your design brand forward, this is definitely one of the sweet spots.
A good reason to choose Instagram to market your design brand is the fact that it drives the most engagement per post, when compared to any other social network – 84 times more than Twitter, 54 times more than Pinterest, 10 times more than Facebook.
Instagram gained 100 million users in circa 6 months during 2016 – this impressive growth coincided with the launch of Instagram Stories.
FACEBOOK – STILL THE BIGGEST SOCIAL NETWORK OUT THERE
As it stands, Facebook remains the most popular social media platform in the world, with 79% of online global users registered.
There are over 100 million hours of video viewed on Facebook every day. In fact, video posts tend to perform better on the platform and are also more likely to be shared and commented on – just look at how news outlets and luxury brands benefit from their videos.
There are more than 50 million businesses currently using a Facebook Business Page. Of these, 2 million are actively advertising on the social network, which is why we always recommend having a monthly budget set aside for this – it always drives traffic and the Facebook Advertising algorithms are expertly fine-tuned to match different objectives.
TWITTER – THE GATEWAY FOR BUSINESS AND NEWS WORLDWIDE
Right now, mobile accounts for approximately 86% of Twitter’s ad revenue. While the social network performs very well organically, sponsored posts are guaranteed to increase both exposure and traffic.
It is one of the most popular mobile apps – Twitter is accessed via mobile by 82% of its monthly active users.
Twitter is also considered to be the best social media channel for customer engagement, according to 47% of marketers worldwide. Which is why many B2C brands use it specifically – look at Virgin Media, for example.
Most importantly, Tweets with images are 150% more likely to get Retweets than text-only Tweets. We’ve made it a habit of using images with all our messages and we encourage our clients to do the same, which is why our monthly reports usually show constant growth.
LINKEDIN – THE PLAYGROUND OF DESIGN PROFESSIONALS
The social network for professionals has surprising perks when it comes to interior design. For example, posts with images receive 200% more engagement than text-only posts.
There are over 450 million LinkedIn user accounts – it’s where information is digested in a clean and elegant manner, where white papers and opinion pieces have the biggest impact, and it’s a prime location for design businesses to thrive.
The typical LinkedIn user spends an average of 17 minutes per month on the platform, which is why we recommend limiting your content to 3-4 posts per week at most.
Another interesting fact is that 94% of B2B companies rely on LinkedIn for content marketing and distribution. Paid advertising also yields impressive results.
SOCIAL MEDIA STATS – SOME INTERESTING TIDBITS
More money is now invested in digital marketing. Ad spend on social media has outgrown TV ad spend for the first time last year.
Mobile accounts for nearly 80% of time spent on social media networks. And we all know how much time out of a single day is spent on mobile, right?
As it stands, 50% of millennials use the Internet to research a product before buying it. As a design brand, you need to be on top of that, because they will look up your social media and if your numbers are down, chances are it will not say much about your online reputation – and that is not something to ignore in this day and age, where spending power is slowly shifting from baby boomers to millennials.
73.4% of online users actually follow a brand because they are actively interested in the product or service. So, followers matter!
And remember this crucial piece of information for your social content: 46% of online users will unfollow a brand on social for posting too many salesy messages, so you should aim to inspire.
Since we were talking about the incoming generation of spenders, you should know that 32% of Gen Xers interact with brands at least once a month, which is higher than millennials (30%) and baby boomers (14%).
We’ve recently started a workshop dedicated to interior design brands, in order to help them understand the importance of social media and why it’s a good idea to invest in it on a monthly basis. Based on the figures above, you probably understand what it is you’re missing out on in terms of social media marketing, so do get in touch and book your seat today to find out how you can grow your design business on social.
Coshamie is a London-based boutique digital marketing agency that works exclusively with interior design and contemporary art brands, with a focus on great strategies – individually designed to grow brands and fit budgets. Our #EspressoBlog mirrors our commitment to, knowledge of and passion towards design and art. To find out more, have a look at our services or one of our case studies.