Social Media usage in the UK - 2017

Social Media Popularity

Social media is incredibly popular for a reason, but the increased volume of businesses using social platforms to engage with their customers and promote their products and services has increased the presence of business related content. This is already leading to some signs of brand fatigue, making consumers less likely to engage with sponsored or branded content – choosing instead to engage with content from independent sources or for some, move to another social platform altogether.

In the last few months there have also been major changes in the social media landscape as the various platforms look to establish their position and generate revenue for their shareholders.

We have seen the Instagram rising in popularity and becoming an influential platform for business. The announcement from Mark Zuckerberg in January on Facebook’s refocus to create a family friendly and personal platform and step away from business advertising is also giving marketing managers a new headache. This means new opportunities to look to other social platforms like Instagram, Twitter and Snapchat and consider other forms of online advertising.

Twitter rolled out 280 characters. Instagram allowed for multi-photo posts. Augmented reality (AR) and photo filters continue to evolve. And everyone competed for eyeballs with short-lived stories and video content.

For those businesses that are already using social media it looks like 20018 is set to be an interesting ride.

There will be more pressure on businesses to find ways of generating high quality and engaging content – rather than simply running a “like and share” campaign on a Facebook page. The changes coming, ultimately mean your businesses presence could be limited if you continue to use the same marketing tactics you used last year. Companies therefore need to look at their social strategies and change the way they use the platforms.

More people are now turning to social media to access news and information about what is going on in the world than ever before. By the end of 2017, roughly a third of the 7.6 billion global population were social-media users, and about a quarter had Facebook accounts. This isn’t a dramatic increase from 2016, but still, social media is big, and it’s changing the world.

It is no surprise that social media plays a major part in politics, shaping the outcomes of the US election, Brexit and the UK general election. In total, Donald Trump and Hillary Clinton spent $81m on Facebook advertising alone; in the UK, Labour’s better-than-expected results were largely credited to its social-media savviness and being able to engage with the younger voter. For some observers, social media has become the most influential factor in political decision-making

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