10 Mind-Blowing BTS Facts and Statistics
By Ksenia NewtonFeb 3
Last update: January 31st.
The two social networks published 2023 Marketing Calendars to help marketers around the world mark the important holidays and events of the year and create great content around those.
You can find Twitter’s 2023 Marketing Calendar here.
“We’re moving more quickly than ever, and we’re still the place people turn to see and talk about what’s happening. A great example is the recent FIFA Men’s World Cup. We saw a whopping 147B impressions of event-related content on the platform, up nearly +30% from 2018. We also generated 7.1B views on World Cup video1, with everything from memes to nail-biter outcomes to history being made.” ~ Twitter
And you can discover TikTok’s 2023 Marketing Calendar here, filled with key celebrations and events happening within each quarter. The planner also offers some tips on how to use the holidays to strengthen your content strategy on TikTok.
Instagram is bringing back balance to our feeds. After video and Reels kind of took over in 2022, Instagram’s CEO Adam Mosseri noted in one of his Stories that this year photos will be getting more love and attention. The goal is to strike the right balance for Instagram users.
“I think we were overfocused on video in 2022 and pushed ranking too far, and basically showed too many videos and not enough photos. We’ve since balanced, so things like how often someone likes photos versus videos, and how often someone comments on photos versus videos, are roughly equal, which is a good sign that things are balanced.” ~ Adam Mosseri, Instagram
The social network shared insights and tips and tricks on how a brand to become a super star at pin marketing on each step of the customer journey. From awareness through consideration and conversion - each step reveals a marketing opportunity for brands on Pinterest.
“A full-funnel media strategy is most effective for maximizing results on Pinterest. The proof? When a customer sees ads across the funnel—awareness, consideration and conversion—conversion rates are 3x higher than when ads are seen for just one objective.” ~ Pinterest
LinkedIn’s parent company Microsoft shared that the social network showed great performance on quarter-on-quarter level. And the team behind it is trying to equip marketeers with insights on how to boost their engagement and ad performance.
“At LinkedIn, we’re excited to keep playing a role in your growth. LinkedIn Marketing Solutions surpassed $5 billion in revenue for the first time in July of 2022, and eMarketer projects that by 2024, LinkedIn will capture nearly 50% of all display ad spending and 25% of all digital ad spending.” ~ Alexandra Rynne, Content Strategy Lead at LinkedIn
You can find more insights and LinkedIn’s infographic here.
Meta now offers a new Meta Certified Company program for businesses. It will help mainly digital marketing agencies showcase their marketing expertise on Facebook and Instagram.
“A Meta Certified Company is a company or organization that is recognized for their advanced expertise on the Meta Platform. For the first time, we’re offering Certification at the Organizational level, awarded to companies who achieve a threshold of individual Meta Blueprint certifications in specific focus areas.” ~ Meta
Last update: January 17th.
Twitter rolled out its new swipeable timeline option, which enables users to switch between the main algorithm-based feed and a chronological one.
The social network also shared plans on updated bookmarks UI, which you can find here.
Meta is about to shut down its Creator Studio and move it to the Business Suite platform instead. The latter contains various management tools and features like analytics, messaging, and advertising.
YouTube introduced new analytics and display options with a focus on Shorts. Among the novelties will be data on subscriber growth, new subscriber recognition options, Shorts thumbnails, insights on content type, etc.
Shorts is a short video format (up to 60 seconds) introduced by YouTube, where you can share trends, ideas, casual daily life stories, and more.
Instagram will introduce a couple of changes in February in their app layout and navigation. The main tweak is that the Shop tab will be removed from the main navigation menu, and the shortcut for creating content will again be placed in the center.
“You’ll still be able to set up and run your shop on Instagram as we continue to invest in shopping experiences that provide the most value for people and businesses across feed, stories, reels, ads and more.” ~ Instagram
Twitter invited businesses to sign up for ‘Verification for Organizations,’ which will soon replace the current verification process for business users. You can apply now and get on the waitlist by adding your business’s Twitter handle and contact details.
Last update: January 3rd.
Instagram’s CEO Adam Mosseri shared the key focus points of the social network, which are to:
After reaching the 2 billion users milestone in 2023, this is what the Instagram team will focus on for brands and communities.
TikTok published its third annual trend forecast to help brands shape their marketing strategies and meet consumers’ needs in 2023.
"2022 was the year people realized they didn't have to live their lives as they always have done - with different points of view and ideas transcending cultures on TikTok. Next year we're going to see more of this - as our communities get more confident and inspire positive change together. Against the backdrop of the increasing cost of living and its associated challenges, our What's Next report indicates people will be seeking new ways to achieve success, happiness and wellbeing - and TikTok will be a tool to help them find it." ~ Sofia Hernandez, Global Head of Business Marketing for TikTok
The three major trend forces on TikTok in 2023 are expected to be:
You can find the full global 'What's Next' report here.
Snapchat created a new study in partnership with Omnicom Media Group on how brand messaging on social media affects Gen Z’s purchase decisions.
“Context matters for this generation and how brands show up – through messaging and media selection. If brands nail these two concepts, they’re already winning. Don’t worry, it’s not a complete redrawing of the plan, but rather a meaningful adjustment in your planning process that will help you move the needle among Gen Z.” ~ Snapchat
The key study finding is that Gen Z consumers tend to stay loyal to brands that speak about social issues and social change.
You can read more insights from Snapchat’s study here.
Reddit launched a new Reddit for Business website to guide brands in their marketing efforts. The resourceful website helps marketers with tips, inspiration, and case studies on how to develop and adjust their advertising strategy on Reddit to meet their audience’s needs.
“90% of users trust Reddit to learn about new products and brands. For context, that’s higher than Google, Amazon, Twitter, Instagram, and Snapchat. The communities’ trust turns into action. Redditors tend to be more informed consumers, more valuable buyers, and they go hard for their favorite brands. They’re also more likely to recommend the products they love - which never hurts.” ~ Reddit
You can find the new Reddit for Business website here.
Tomer Cohen, LinkedIn’s Chief Product Officer, set the tone for 2023 by sharing five important product updates we can look forward to from LinkedIn:
Last update: December 16th.
It’s that time of year when we look back at what’s happened in the social media marketing arena and prepare for what’s next in 2023.
Here are some must-read reports and trends every social media manager should be aware of.
TikTok published an overview of the app’s 2022 top clips, creators, and trends. The report equips social media managers with inspiration and insights about the best-performing content during the past year in various niches and categories.
"We’re honored to celebrate our global community who shaped this year's trends, shared new ideas, learned from one another, and turned their passions into careers and livelihoods throughout 2022. It's been truly inspiring to see over a billion people around the world show their creativity and come together to experience joy and find a sense of belonging on TikTok," said Vanessa Pappas, Chief Operating Officer, TikTok
You can find the full Year on TikTok report here.
Google released their Year in Search mini-site full to the brim with 2022’s key interests and trends among the community. It allows marketers to explore the year’s top search terms by topics and consider those for their future strategies.
“Wordle” was the top trending search globally, as guessing five-letter words every day became a way of life. On Assistant, one of the top asks on mobile this year was to “tell me a fun fact.” We saw pop culture continue to leave its mark as we searched for “how to become a fighter pilot” thanks to “Top Gun: Maverick,” and how to learn new languages, specifically Minion, High Valyrian and Klingon. Most of us also couldn’t seem to get songs from hit TV shows out of our head, with Ali Sethi’s "Pasoori" becoming the top global Hum to Search song.” ~ Google
YouTube shared their listing of top trending videos and creators of the past year to inspire brands and celebrate the community’s take on 2022.
“In 2022, you paid tribute to the loss of a legend, led a top creator to new subscriber heights and set a face revealrecord1. You also vibed out to a Puerto Rican superstar and drove a new class of short-form comedians to widespread success.” ~ YouTube
You can find the YouTube listings here.
Instagram revealed their trend predictions for next year, highlighting anticipated key shifts among Gen Z users in 2023. The 22-page report explores insights in five trend areas:
“From the financial renaissance to increased political participation, we’ve brought together the key issues and leading creators that will drive and shape culture in the new year. While this edition of the Trend Report covers topics like fashion, beauty, web3, dating, and more, at the heart of it all is community and connection.” ~ Instagram
We put together an unskippable report to help marketers navigate the digital marketing scene in 2023. It reveals next year’s biggest digital marketing trends, backed up with examples from real brands and tips on making the most of 2023.
You can — and definitely should — read the 2023 Digital Trends Report here.
Last update: October 17th.
TikTok released an overview with ideas for Halloween in 2022, focusing on how creators build experiences on the platform rather than promoting features.
The platform also started hosting a new creator-led series on Halloween.
"Over at @myhealthydish, you can catch My Nguyen’s 21 Days of Pumpkin series, where she’s testing out recipes perfect for Halloween and beyond. For treat-worthy costume inspiration, Angelica Torres @candylover89official is serving all the looks, from the always-classic Mask look to a creepy spider.” - TikTok
TikTok also shared hashtags that are recommended for Halloween:
You can find TikTok overview on Halloween here.
Facebook continues to develop Reels, and according to Social Media Today it's testing a new feature that will enable users to invite co-authors for their Reel clips.
The social network launched @handles for channels which will enable brands to drive more traffic to their profile and promote their channel on YouTube.
“Handles are a new unique identifier (example @youtubecreators) & ALL YouTube channels will have one. Your unique @handle will help people find & interact with you & your YouTube channel. And because handles are unique (unlike channel names), it’s easy to confirm if you’re engaging with the right person or not.” -YouTube.
At its second annual event TikTok World, the social network announced new promotional tools that will help brands create new opportunities in the app. Among the new features were the Showtimes functionality for movie studios, a new campaign objective called Focused View, and many more.
Find out more about the announcements here.
The social network announced an update to its Pinterest trends tool that will provide marketers with more data on the latest trends and opportunities. They also launched a new API for conversions to help retailers get more shopping data.
“The Pinterest API for Conversions is a new secure and reliable way for advertisers to connect their data to Pinterest, allowing for better targeting and measurement. Through this tagless, server-to-server solution, advertisers gain continued performance visibility, while allowing for optimization on Pinterest ad campaigns.” - Pinterest
Last update: October 4th.
Instagram published a guide on how businesses can unleash the power of Reels and boost their marketing strategies, especially this holiday season.
The social network released an overview with tips on Reels promotion and community building as part of a series of how-to guides.
You can read the full guide here.
Twitter is trying to improve the video experience on the social network by launching two new features.
“Once the video has been launched in full screen mode, we’ve made video discovery easier as well. Just scroll up to start browsing more engaging video content. If you want to exit the viewer and go back to the original Tweet, click the back arrow in the top left corner.” ~ Twitter
“With our new video carousel, you can now easily find more videos you like alongside Tweets and Trends that might interest you. Just open the Explore tab to discover some of the most popular videos being shared on Twitter.” ~ Twitter
Is your brand looking for ways to improve its strategy on TikTok? The social network releases a new guide with tips on how to be more effective and achieve better marketing results on TikTok.
You can find the TikTok guide here.
Meta is trying to facilitate the process of switching between profiles and accounts across their platforms. They are trying a new profile-switching interface that will show you the number of notifications on each of the channels.
Meta is also rolling out a new account registration and login that will enable you to easily create new accounts across Facebook and Instagram.
“People new to our products can create a Facebook or Instagram account, and then use that account to sign up for additional ones. And people who have both a Facebook and an Instagram account can now easily use login information from one app to access the other, as long as their accounts are in the same Accounts Center.” ~ Meta
Reddit interviewed over 2000 social media users and published a new research report that examines the way the platform tackles community engagement and the role Reddit plays in it.
“Reddit users welcome brands into their communities. In fact, redditors want brands to actively participate in their communities and interact with them directly, offering brands the opportunity to cross the bridge from “outside advertiser,” to “members of the Reddit community,” and make more meaningful connections with their audience.” ~ Reddit
Last update: September 20th.
Meta published a guide called ‘Measurement 360’ to help marketers reconsider and strengthen their strategies regarding campaign measurement and align those with the new trends. The guide can inspire you on how to shape, monitor, and adjust your brand’s customer journey across social media.
“Measurement 360 is a measurement framework that helps advertisers utilize multiple best-in-class measurement solutions in tandem to track all components of a marketing strategy. Each tool is intentionally selected to address a specific need, providing both flexibility and transparency. Through Measurement 360, marketers can gain a holistic view of the customer journey in an agile, privacy-safe way and figure out if (and how) their strategies are actually working.” ~ Meta
You can find the full report by Meta and Deloitte here.
TikTok launched a new feature called TikTok Now that encourages users to engage with their friends with a selfie photo or a video at a random time every day. To do that, you need to use both your front and back camera, which looks similar to the BeReal feature.
“Making possible deeper connection and entertainment in a fun format, TikTok Now invites you and your friends to capture what you’re doing in the moment using your device’s front and back camera. You’ll receive a daily prompt to capture a 10-second video or a static photo to easily share what you’re up to.” ~ TikTok
There is a new guide from Twitter with great tips and statistics on how to improve your strategy on the social network. In the guide you can find insights to prove whether Twitter is the right platform for your business, how-tos on optimizing your presence, creative tweet ideas, tips on ad formats, and handy checklists.
Snapchat published a new report in partnership with Ipsos, presenting findings from a survey among 25K people across 16 markets on how consumers and brands view AR.
“When it comes to Augmented Reality and its full potential, brands are missing out by only seeing the tip of the iceberg.” ~ Snap
Last update: September 7th.
Meta published an overview explaining how its video ranking algorithms work. The key factors that the social network takes into consideration are:
This factor is related to Meta’s desire to enable the original creators’ work on social media. Original content is unique content your brand has created and posted directly on your channel instead of re-posting from another source.
Capture and retain attention
Meta values your video's engagement, which requires relevant storytelling that attracts and keeps the audience interested.
“Retention is one of the indicators of how well the content was received by the audience - a slow and gradual decline in the audience retention graph can show that the topic and structure of the video match well with what your audience wants to see, while an early drop off may mean that the content isn’t what the viewer expected.” ~ Meta
Loyalty and intent
“When people regularly come back to view an account’s videos, we take it as a strong, positive signal for distribution. This is especially true when we see that people actively search for your content or seek it out on video-first destinations like Facebook Watch or directly on your account.” ~ Meta
“We prioritize content that sparks conversations and meaningful interactions between real people. To do this, we increase distribution for videos that inspire friend-to-friend or person-to-person interactions.” ~ Meta
You can read the full Meta overview here.
Twitter shared inspiring material on utilizing best practices for advertising on the platform via successful ad combinations in your campaigns.
The social network analyzed over 350 brands studies containing around 7,000 uniquely promoted Twitter Ads and separated the results into three main goals:
Building brand awareness
Boosting purchase intent
Increasing brand favorability
Find the full Twitter overview here.
TikTok initiated a new video series to help brands have a stellar kickoff on the social network. The video tutorials share tips and tricks on how to create:
You can see the rest of the TikTok video series here.
If you want to learn more about how to get to TikTok check out our detailed guide.
The social network published a new 31-page guide on how to utilize YouTube Shorts for your brand. The overview covers topics such as:
You can find the YouTube Shorts guide here.
LinkedIn revealed how they are improving their search and discovery elements and more on creating a broader experience and discovery.
“Post search saw strong organic growth in 2020, with a 35% year-over-year increase in user engagement. As we watched content continue to grow and diversify on the platform, the Flagship Search team saw an opportunity to improve the Post search tech stack’s agility, with a strategic priority to enable members to create, find, share, and have productive conversations around high-quality content on LinkedIn.”~ Amol Chandla, Software Engineer at LinkedIn
Updated on August 24th, 2022
TikTok have launched new Shopping Ads for brands to promote their products on instream. The feature offers three new formats:
“Shopping Ads is a simpler, smarter, and more advanced ad solution that helps brands meet shoppers wherever they are in the purchase journey, sparking demand and boosting sales. It’s a three-in-one solution with new formats to adopt and combine: Video Shopping Ads, Catalog Listing Ads, and LIVE Shopping Ads.” ~ TikTok
New updates are coming from LinkedIn aiming to empower the discovery and engagement in the app.
Here are some of the highlights:
Instagram published a 10-page guide on how to set up your shop and use product tags in the app.
The guide can help you:
Meta introduced new Reel features to both Instagram and Facebook to enhance the user experience.
Here is what’s new in a nutshell:‘
Instagram posted a new overview of the ways they decide whether a piece of content will be qualified for ‘Suggested Posts’ or the ‘Home feed’. The social network is trying to offer similar content that the user has consumed or related to the accounts he engages with.Learn more insights here.
Updated on August 9th, 2022
Do you speak TikTok? Whether you are getting ready for your holiday campaign or just getting started with the media company — here’s a tutorial for all marketers.
TikTok aimed to educate its audience by sharing valuable marketing tips and advice in a new video overview. Take your time to enjoy this new inspirational tutorial by train enthusiast and TikTok star Francis Bourgeois.
Calling all B2B brands - LinkedIn has a great new source of inspiration for you - LinkedIn Collective. This community will be an excellent spot for all B2B marketers to share ideas and knowledge while interacting between themselves and LinkedIn’s editorial team.
“The Collective will offer groundbreaking thought leadership and content resources informed by LinkedIn data and insights, our team of experts, and leaders across the B2B marketing industry. With the Collective, we want to showcase what it looks like to build a content brand on LinkedIn, proper.” ~ LinkedIn
Are you ready with your holiday ads? Meta created a special mini-site to help brands best leverage the opportunities their advertising model provides on Facebook and Instagram. The center offers a wide range of tips and resources to help brands up their game.
Big awaited news! Twitter is testing tweet editing. This is a dream coming true for all brands, and creators and it seems to be an exclusive feature for Twitter Blue.