Influencers work with brands in different ways. Nearly half reported posting about a brand simply because they like it. In essence, they’re already advertising these brands to their audience before a paid sponsorship even comes into the picture.
The number of Facebook users will rise less than 1 percent to 169.5 million in 2018, driven by adoption among older age groups. However, there will be declines between 5.6% and 9.3% among users under 25, for a loss of 2.1 million.
The New York attorney general, Eric T. Schneiderman, opened an investigation into a company that sold millions of fake followers on social media platforms, some of them copying real users’ personal information.
“Since people don’t have the time to look at the 452,200 tweets sent every minute, they naturally gravitate to the things that already have social proof. People look to the people they trust to see what’s already being talking about, which is why influencers are more important than ever to marketers.”
Source: World Economic Forum
Very few U.S. internet users have made a purchase based on ads they saw on social platforms, like Facebook or Snapchat. In fact, just 1% of survey respondents said they made a purchase based on a Snapchat ad they saw, and only 4% said they bought anything based on an Instagram advert.
Search continued to lead digital marketing efforts for companies worldwide in 2016. And this was the case in spite of internet users’ widespread engagement with social.