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social media

Chart of the week: Marketers have yet to embrace Snapchat Aside from Snapchat’s lackluster user growth and Facebook’s seemingly successful strategy of copying anything that Snapchat does well, there’s growing concern about the platform’s appeal to marketers (and hence its monetisation prospects). According to a recent report by the Social Media Examiner, just eight per cent of marketers used Snapchat in the first quarter of 2018, which is worlds apart from Facebook’s 94 per cent adoption rate and far behind the 66 per cent of marketers that are active on Instagram. Making things worse, 72 per cent of the respondents have no plans of using Snapchat in the next 12 months, indicating that marketers do not consider it relevant enough to give it a try. The data follows a controversial redesign and less than stellar results during Snap's first year as a public company.
Chart of the week: How China's social media giant compares to Facebook Chinese social media and gaming company Tencent reported its first quarter earnings earlier this month, surpassing analyst expectations and sending its stock price soaring. Due to the fact that social media services such as Facebook, Twitter, Instagram and Snapchat are inaccessible in China, there exists a whole ecosystem of social networking and messaging platforms that are immensely popular in and around China but hardly known anywhere else in the world. Platforms such as QQ, Qzone and WeChat in particular have hundreds of millions of users and, just as Facebook, Instagram and WhatsApp, they’re all owned by the same company. Their parent company Tencent first became China’s largest tech company in terms of market capitalisation in 2016, and is currently going back and forth with ecommerce behemoth Alibaba in the race for this title. As our chart illustrates, there's no need for Tencent to shy away from comparisons with the world's largest social networking company. While WeChat has just passed the billion-user mark and is trailing the world's largest social network by more than a billion users, the company's financial results are nearly on par with Facebook's. Tencent reported revenue of US$11.7 billion and a net profit of $3.8 billion for the first quarter of 2018, compared to Facebook's $12.0 and $5.0 billion, respectively. From an investing standpoint, Tencent has outperformed its American counterpart in the past 12 months: the company's stock price climbed 60 per cent since May 2017, Facebook's is up by "just" 23 per cent. https://www.statista.com/chart/5549/tencent-vs-facebook/
Innovation chapter 2017: Monetisation Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report. How the heck do you make money from magazine media these days?
Chart of the week: The potential of social media advertising Social media’s share of the worldwide advertising market is growing. It was worth some US $43.78 billion in 2017 and accounted for some 18 per cent of the total digital advertising market. The US market is by far the biggest in the world, having generated some $21 billion. That's a 22 per cent share of the total US digital advertising market. The European social media advertising market was worth about $8 billion in 2017, not even half the size of the US market. In China, 11 per cent of the digital advertising revenue comes from social media. And, as our chart by Statista shows, around the world, mobile is much more important than desktop targeted social media advertising. While all markets are poised for growth, it's China where most growth is likely to occur, almost doubling its revenue in the years to come and catching up with where America stands today. These developments of course mean that traditional media publishers’ fight for their share of digital ad spend is ongoing, as social media is gaining attractiveness with advertisers. https://de.statista.com/statistik/studie/id/36293/dokument/digital-advertising-report-social-media-advertising/
Chart of the week: What are the risks to success for publishers in 2018? Social media, and above all Facebook, took a lot of heat for its perceived role in disseminating rumour and false news, most prominently during the US election campaign in 2016. Now, the firm has announced that it will give publishers less space for promoting their content (organically) on its platform. This is of course is bad news for publishers. This sort of decision is probably one of the reasons why publishers rank platforms to be one of the greatest threats to their business success in 2018. Twenty-one per cent of senior media publishers interviewed by the Reuters Institute for the Study of Journalism (RISJ) think platforms are a real risk to business. However, apart from annoying publishers, Facebooks’ decision has far greater consequences: While the company argues that it wants to re-priorities updates from friends, family member and other contacts, in reality, it won’t shut down news about other news-worthy real world events being disseminated. It’s only that the voice of those who filter and verify news professionally, the so-called gatekeepers in the news media, will be tuned down, possibly making the spread of false news and rumours even more prevalent. It’s almost as if Facebook is shying away from its real responsibilities.
Chart of the week: Facebook is still the fastest growing social media network It may not be as hip as Snapchat or Instagram, but Facebook is still a must-have channel for publishers trying to reach a large audience. The world’s largest social network just keeps on growing and now has more than 2.07 billion users around the world. Facebook may seem like the slow behemoth that can no longer keep up with the explosive growth of younger platforms, but in fact no other social media platform added more users than Facebook over the past two years. As the following chart by Statista shows, Facebook added 527 million monthly active users in the past two years – that is considerably more than Twitter’s entire user base (330 million). And it’s not just sheer size that speaks for Facebook. According to a survey conducted by the Audience Project in the United States, Facebook is also the most engaging social media platform. Fifty-three per cent of the respondents said that they open the Facebook app at least several times a day. Snapchat only reaches 34 per cent in that regard.
FIPP World Congress 2017 speaker presentation: Rui (Yuri) Ou, Linkup China What user innovation on WeChat can teach publishers
Innovation chapter 2017: Messaging apps & chatbots Chapter from the 8th FIPP Innovation in Magazine Media 2017-2018 World Report.
Chart of the week: China's parallel online universe When people in the Americas, in Europe or many other parts of the world go online, they mostly use the same services and platforms. U.S. companies such as Google, Facebook and Amazon are so dominant in their respective fields, that most people consider them global market leaders. There is one major market however, where the internet looks entirely different and hardly anyone uses the services that are ubiquitous in the Western world, and that is China. Favoured in part by the Chinese governments’ censorship practices and in part by cultural differences, a parallel online universe exists behind what is often playfully referred to as the “Great Firewall”. The following chart from Statista illustrates of how domestic players are miles ahead of their US competitors in the Chinese markets for web search, social media and ecommerce.
Chart of the week: Facebook nation is more populous than China Facebook has just released its quarterly earnings, beating analyst's predictions. While revenue was up, standing at $9.32 billion for Q2, the number of users now tops 2 billion. As our infographic by Statista shows, there are more monthly active users (MAU) on Facebook than there are people living in the world's most populous nation, China. Twitter for is part can claim to have slightly more users than the United States has inhabitants. Overall, almost half of the world's population is online.
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