Social Media Marketing Ecosystem

Hello Friends, welcome to LearnVern. In the last session we learnt, what is social media, which are the leading social media platforms and we also saw a few statistics related to social media that is out of the total population of India, what percentage of the population are active on social media.

Now, let us begin our today’s session. We will learn more and in detail about the statistics. We will learn about the number of users on Facebook, number of users on Instagram, also we will see the activities they perform on social media, the amount of time spent on the platforms and the speed with which they are increasing.

As you can see from my slide and this we had seen in our previous session as well that as on date, there are 448 million users who are active on social media. If I have to talk in percentage then I would say around 32.3% of our population are present on social media.

We can see an increase in the number of social media users by around 21%. The most important statistic that I would like to talk about is this last statistic that you can see here in Red color. Almost more than 99.5% of the social media users are accessing social media on their mobile phones. So I guess this helps you to understand that a mobile phone or a smartphone plays a major role in social media usage.

So let us now look at and understand the kind of audience and their profile on social media.

Let us see which age group, which gender are accessing social media the most.

As you can see, in the age group of 13 to 17 years old, the male percentage is around 6.6% and that of females is around 2%.

Nowadays we are getting to see a maximum usage of social media among the age groups of 18-24 years old and 25-34 years old.

Then in 35-44 years old we have close to 10% males and 3.3% females. Also 45 - 54 years old people are also gradually increasing on these platforms as we see here 4% are males and 1.4% are females.

Then in 55-64 years old and 65 plus these are the statistics.

So you can see that the audience of social media is diverse. From youngsters to senior citizens, all are using social media in some form or the other and also are spending good time on these platforms.

So we understood that these people are spending good enough time on these platforms but the question that may come to your mind is: on what and where are they actually spending time. These people are on social media platforms for sure but on which social media app are they spending time.

This slide is an answer to this question.

As you can see, the most widely used social media app, the most commonly used platform is YouTube. Around 85% of the total social media users are accessing Youtube.

Then comes Facebook in the second position. Close to 75% of the total social media users are using Facebook.

74.6% of the users as on date are using WhatsApp.

70.6% of users are using Instagram.

And 55% of the users are making use of Facebook’s Messenger(4:07)

These numbers or percentages are very important for us to know as this will enable us to build an understanding of where my audiences are present the most. Furthermore these statistics will also help you to understand which media, which social media platform are the users consuming the most and hence we can create and post content on those platforms.

So all these statistics, these numbers will give you the direction to foresee and plan which social media platform will work the best for you.

Let us move us to our last slide that will talk about “Why Social Media”

If I talk in the view of Brands or Advertising, then it is worth thinking why they are present in social media.

If you are on Social media, if you are using facebook; then you would have seen a lot of facebook pages of brands, a lot of brands have their own instagram account, instagram page, facebook page. You would have also come across a lot of ads when you scroll the feed on these platforms. So why do these brands come onto the Social media platforms?

The straight forward answer to this is these 4 points.

The first and foremost is Brand Awareness. Any brand after launching a new product

comes to social media platforms to create maximum awareness among the people about this product. Social media is such a medium, a communication platform through which such awareness can be built among the people. That is why brand awareness is an important metric for social media platforms.

If you are active on Twitter, then you would have seen a lot of users tweet about their dissatisfaction with the service. For example, if there is a network connectivity issue with Jio then we see users tweet on this platform about the connectivity issue or about the problem faced by them in using their services.

So on Twitter the customers can tag the service and tweet. So from the brand’s perspective, customer service too becomes an important metric and thus we can understand the purpose of brands being present and active on social media platforms.

The third most important point is Market Research. When a company launches a new product into the market, it is bagged by a lot of research. And to do this, social media is the best platform as the interactions on these platforms are real time, the conversations are real time. If you are watching a cricket match on disney plus hotstar or any online platform, you would have seen conversations taking place among people real time, they are the real time conversations.

So people and brands can fetch maximum information from here, they can evaluate the likes and dislikes, their needs or wants. There are a lot of companies like electronic companies who consider social media as a platform for market research and thereby enable these companies to understand what a consumer is looking for in their next product.

Last but not least, for any business to survive, leads and sales is a must. Right?

So, social media has advertising platforms and has such advertising sponsored products using which the brands can generate leads, can generate information of their prospective customers and thus can generate sales as well. Hence social media.becomes an important platform from the perspective of a brand.

The most important fact is that social media is a 2 way communication platform.

Let us compare social media with print media.

When you see an advertisement in a newspaper, you simply could see the advertisement or gather the information shared.

Neither can you share your feedback nor can you comment there.

But on the other hand, if you see an advertisement on a Facebook page; you can share your feedback in real time, you can comment, you can also let that brand know whether you liked their ad or not. You can also comment which video you liked and which ones you did not like. So there exists a 2 way communication between the brands and the customer and thus social media becomes a powerful tool of communication for various brands.

In the end, I would like to bring to your notice an important fact. And that is:

A lot of things rather, most of the things are measurable on social media platforms, who all have seen my ad, the maximum reach, how many have clicked on my ad.

In the upcoming sessions we will also see what social analytics is, how do we measure, how it works. But to summarise, almost everything can be measured on social media platforms thus making it a strong and powerful tool.

If you have any doubts, queries, or suggestions, then you may please click on the url forums.learnvern.com and our team will address your concerns as early as possible.

In our next session we will be looking at the number of users on Facebook and instagram, the activities they perform on these platforms. We will also be looking at the engagement rate of Facebook, youtube. How does LinkedIn function? We shall be looking at all these statistics in our next unit, till then stay tuned.