WEBVTT 1 00:00:00.799 --> 00:00:04.480 I love data. And in today's episode, we're gonna dive into some 2 00:00:04.480 --> 00:00:08.205 recent social media studies done by Metricool to talk 3 00:00:08.205 --> 00:00:11.965 about what's working and what's not here in 2024. Let's get 4 00:00:11.965 --> 00:00:12.705 into it. 5 00:00:18.990 --> 00:00:21.650 This is the Mindful Marketing Podcast. 6 00:00:25.745 --> 00:00:29.585 Before we get into it, this episode is sponsored by Riverside, which is the all 7 00:00:29.585 --> 00:00:33.185 in one podcasting tool we now use for our show. And 8 00:00:33.185 --> 00:00:36.850 y'all, they feel super luxurious. Riverside is the 9 00:00:36.850 --> 00:00:40.530 all in one podcasting and video recording tool that gives you 10 00:00:40.530 --> 00:00:44.130 studio quality recordings and lightning fast editing right 11 00:00:44.130 --> 00:00:47.635 inside your browser, and y'all, it's super intuitive and easy to 12 00:00:47.635 --> 00:00:51.015 use. Once your recording is done, you'll be able to automatically 13 00:00:51.394 --> 00:00:55.079 download separate audio and video tracks and edit it 14 00:00:55.079 --> 00:00:58.840 all within a few clicks. It's really very easy. So head over 15 00:00:58.840 --> 00:01:02.199 to Riverside and you'll get 15% off. That's 16 00:01:02.199 --> 00:01:05.755 15% off using my code Drea, d r e a, at 17 00:01:05.755 --> 00:01:08.955 checkout. But y'all, it's free to get started. So click the link in the show 18 00:01:08.955 --> 00:01:12.670 notes and get started today. Hello. This is my 19 00:01:12.670 --> 00:01:16.110 first episode that I'm recording back after having a 20 00:01:16.110 --> 00:01:19.870 baby. There will be episodes after this that I prerecorded just 21 00:01:19.870 --> 00:01:23.705 the way the schedule worked out. But this is my first official 22 00:01:23.765 --> 00:01:27.365 episode that I've recorded, like, in present time, which 23 00:01:27.365 --> 00:01:31.060 just feels good. Right now, the time of recording this, 24 00:01:31.060 --> 00:01:34.500 currently, 6 weeks postpartum, loving every 25 00:01:34.500 --> 00:01:38.105 second. If you wanna get all of the BTS details, 26 00:01:38.105 --> 00:01:41.625 I posted, some updates to my Instagram at online 27 00:01:41.625 --> 00:01:45.465 dreah. Go and follow me over there. I also posted my stories 28 00:01:45.465 --> 00:01:49.030 a lot about what this is like. And I've been loving threads. The conversation 29 00:01:49.330 --> 00:01:53.010 around motherhood and parenting and running a 30 00:01:53.010 --> 00:01:56.335 business has been a lot of fun over there, so come hang out with me. 31 00:01:56.335 --> 00:01:59.935 But in this episode today, we're talking about social media trends for 32 00:01:59.935 --> 00:02:03.750 2024. At every time I start a conversation on 33 00:02:03.750 --> 00:02:07.110 trends, I do have to say there are 34 00:02:07.110 --> 00:02:10.790 strategies and there are trends. And they're very two different 35 00:02:10.790 --> 00:02:13.485 things. K? Strategies are the underlining, 36 00:02:14.745 --> 00:02:18.265 approaches that you take to marketing. So whether you're marketing for 37 00:02:18.265 --> 00:02:22.020 yourself or your clients, when we're looking at strategies, these are 38 00:02:22.020 --> 00:02:25.780 foundational components to how we approach marketing. You know, 39 00:02:25.780 --> 00:02:29.380 what message are we sharing with our communities? How are we gonna 40 00:02:29.380 --> 00:02:32.875 attract the right people? Who do we wanna attract? How do we wanna 41 00:02:32.875 --> 00:02:36.715 nurture relationships with them and help them make purchasing decisions? How 42 00:02:36.715 --> 00:02:39.790 do we want to make sure that they're informed and updated? How do we wanna 43 00:02:39.790 --> 00:02:42.910 communicate with them? And then how do we wanna give them the tools they need 44 00:02:42.910 --> 00:02:46.670 to be able to become advocates for our brands and share it with the 45 00:02:46.670 --> 00:02:49.894 people that they love and trust? That's 46 00:02:50.194 --> 00:02:53.875 strategies. Trends are simply tactics. These are things 47 00:02:53.875 --> 00:02:57.440 that, help you deploy the strategies. So are we 48 00:02:57.440 --> 00:03:01.120 gonna use TikTok or Instagram Reels? Are we going to focus 49 00:03:01.120 --> 00:03:04.960 on long form videos on YouTube, or are we gonna do a live stream on 50 00:03:04.960 --> 00:03:08.525 LinkedIn? Those are tactical decisions that you 51 00:03:08.525 --> 00:03:12.364 make based on your overall strategy. And I think it's helpful to have 52 00:03:12.364 --> 00:03:15.665 both. Okay. It's very helpful to have both. I know, 53 00:03:16.430 --> 00:03:20.189 sometimes a conversation can skew one way or the other. And even as a marketer, 54 00:03:20.189 --> 00:03:23.950 I'm very aware of how sometimes I come across 55 00:03:23.950 --> 00:03:27.515 as anti hustle or anti trend, and I'm not anti 56 00:03:27.515 --> 00:03:31.275 trend or anti hustle. But I'm not hustle all the time, trends all the time 57 00:03:31.275 --> 00:03:35.099 either. There's this beautiful middle ground that's a marrying of 58 00:03:35.099 --> 00:03:38.780 the 2 ideas. And so they have to work together. And in this 59 00:03:38.780 --> 00:03:42.235 episode, we're talking about trends and tactics and things that are working right now. 60 00:03:42.395 --> 00:03:46.075 I'm gonna go by platform. But before we dive in, this 61 00:03:46.075 --> 00:03:49.675 study, particularly biometrical, looks at a few different 62 00:03:49.675 --> 00:03:53.490 things. The first thing is that they're looking at analysis of 9 63 00:03:53.490 --> 00:03:56.870 different social media networks. Instagram, 64 00:03:57.010 --> 00:04:00.385 Facebook, x, formerly known as Twitter, TikTok, LinkedIn, 65 00:04:00.444 --> 00:04:03.805 Pinterest, Google business profiles, YouTube, and 66 00:04:03.805 --> 00:04:07.190 Twitch. For this podcast episode, I'm going to 67 00:04:07.190 --> 00:04:10.790 ignore Twitch. And I may not talk a lot about 68 00:04:10.790 --> 00:04:14.575 Google Business Profile, but we'll touch on all of those. And then in 69 00:04:14.575 --> 00:04:18.035 this particular study, they looked at almost a 1000000 accounts, specifically 70 00:04:18.175 --> 00:04:21.935 978,000 accounts, and they looked at over 71 00:04:21.935 --> 00:04:25.599 29,000,000 posts. So a lot of data was gathered for 72 00:04:25.599 --> 00:04:29.440 this study. Now they do this annually. So the this 73 00:04:29.440 --> 00:04:33.145 particular study ended in December 2023, and a lot 74 00:04:33.145 --> 00:04:36.765 of the comparisons made in it are made to 2022 75 00:04:37.225 --> 00:04:40.845 in their previous iteration of that study. 76 00:04:41.860 --> 00:04:45.540 Also in this particular study, I love and I that I can 77 00:04:45.540 --> 00:04:49.160 geek out about how they grouped these accounts together. So specifically, 78 00:04:49.735 --> 00:04:53.095 they grouped tiny, small, medium, big, and huge accounts 79 00:04:53.095 --> 00:04:56.935 together so that they can get accurate data based on the size of the account. 80 00:04:56.935 --> 00:05:00.530 So they consider a tiny account, one that has less than 500 81 00:05:00.669 --> 00:05:04.349 followers. Small accounts are 500 to 2 k. Medium 82 00:05:04.349 --> 00:05:07.935 accounts are 2,000 to 10000. Big accounts are 83 00:05:07.935 --> 00:05:11.475 10,000 to 50,000, and huge accounts are 50,000 84 00:05:12.095 --> 00:05:15.855 plus, up to 55,000,000, which I think is the most followed 85 00:05:15.855 --> 00:05:19.700 account anyways. So that's how they group them together. And what I love about 86 00:05:19.700 --> 00:05:23.380 this grouping as well is that it gives you a better understanding of what's 87 00:05:23.380 --> 00:05:27.104 working for your brand. So one of the tactics that 88 00:05:27.104 --> 00:05:30.944 I've been talking a lot about lately is posting less, posting less 89 00:05:30.944 --> 00:05:34.720 frequently. But in this particular study, that posting 90 00:05:34.720 --> 00:05:38.480 less frequently only works up to a certain size account. Once you start 91 00:05:38.480 --> 00:05:41.840 looking at big and huge brands, specifically huge brands with over 92 00:05:41.840 --> 00:05:45.235 50,000 followers, increasing your posting frequency 93 00:05:45.294 --> 00:05:48.915 actually helps you more than it hurts you. But up until 50,000 94 00:05:49.055 --> 00:05:52.440 followers, posting more frequently actually hurts your reach, impressions, 95 00:05:52.660 --> 00:05:56.420 and engagement. K. So that's one of the examples of the data points in 96 00:05:56.420 --> 00:05:59.720 the study that I find so fascinating that I love 97 00:06:00.020 --> 00:06:03.865 to, talk about. But let's start with Facebook. 98 00:06:04.645 --> 00:06:08.025 So with this particular study analyzing 99 00:06:08.245 --> 00:06:11.710 over 280,000 Facebook accounts, what they 100 00:06:11.710 --> 00:06:15.550 noticed is that there is there is a decline in Facebook usage for 101 00:06:15.550 --> 00:06:19.150 brands. So across the board, more and more brands are using 102 00:06:19.150 --> 00:06:22.544 Facebook less in 2023 versus 103 00:06:22.764 --> 00:06:26.444 in 2022. I think this is a pretty accurate representation of 104 00:06:26.444 --> 00:06:30.285 how businesses are viewing Facebook. It's it's like a battlefield out 105 00:06:30.285 --> 00:06:33.930 there to try to get seen on the platform. It looks like 106 00:06:33.930 --> 00:06:37.550 big and huge accounts still get the most interactions 107 00:06:37.770 --> 00:06:41.444 on average, so they're still seeing some traction on Facebook. 108 00:06:41.745 --> 00:06:45.585 But tiny and small and medium accounts really aren't seeing that much 109 00:06:45.585 --> 00:06:49.200 engagement. So if you have less than 10,000 followers on 110 00:06:49.200 --> 00:06:52.960 Facebook, you're not gonna see a lot of engagement. That's pretty that's pretty standard 111 00:06:52.960 --> 00:06:56.795 across the board. On average, we're 112 00:06:56.795 --> 00:07:00.335 seeing about 50 engagements per 113 00:07:00.475 --> 00:07:04.315 1,000 posts. K? Fifty engagements per 1,000 114 00:07:04.315 --> 00:07:07.240 posts. That's for a small brand on Facebook. So 115 00:07:07.700 --> 00:07:11.320 significantly lower than in 2022, and that was about 548 116 00:07:12.420 --> 00:07:15.535 interactions per post. So significant. 117 00:07:16.074 --> 00:07:19.914 90% decrease this year, k, for small 118 00:07:19.914 --> 00:07:23.400 accounts. The huge accounts 119 00:07:23.460 --> 00:07:27.140 saw the least impact on this. So they saw a 120 00:07:27.140 --> 00:07:30.925 43% decrease. And, actually, big accounts actually sell the least 121 00:07:30.925 --> 00:07:34.225 at 24%. So big and huge accounts saw the least, 122 00:07:34.604 --> 00:07:38.305 decrease in interaction. So again, if you have an account that's over 50,000, 123 00:07:39.130 --> 00:07:42.889 followers, then you're probably still seeing some traction, but you are seeing 124 00:07:42.889 --> 00:07:46.410 a decrease. So if you feel like engagement is down, it's down across the 125 00:07:46.410 --> 00:07:49.875 board. That being said, this was the 126 00:07:49.875 --> 00:07:53.395 year for Reels. Facebook Reels have 127 00:07:53.395 --> 00:07:57.210 really taken off this year. And actually 128 00:07:57.210 --> 00:08:00.750 engagement has increased across the board by an average of 33% 129 00:08:01.610 --> 00:08:05.365 with Facebook Reels. So if you're gonna post to Facebook, post to Reel. 130 00:08:05.444 --> 00:08:09.125 And anecdotally, I've been seeing this with my clients. We actually had 3 131 00:08:09.125 --> 00:08:12.860 clients go viral with over a 1000000 views on Facebook 132 00:08:12.860 --> 00:08:16.380 Reels this year in 2024, and we're only, what, 5 133 00:08:16.380 --> 00:08:19.760 months into the year. So if you're gonna post on Facebook, 134 00:08:20.014 --> 00:08:23.615 post a reel. Okay? And this is because Facebook's prioritizing that content 135 00:08:23.615 --> 00:08:27.215 placement for discovery. So I talked about this 136 00:08:27.215 --> 00:08:31.020 in, previous episode on micro video content. But when we think 137 00:08:31.020 --> 00:08:34.860 about the types of content pieces that are working really well across social right 138 00:08:34.860 --> 00:08:38.304 now, They're micro video content pieces because of 139 00:08:38.304 --> 00:08:42.065 their design to be discovered. Okay. 140 00:08:42.065 --> 00:08:44.645 So looking at the data on the engagement, 141 00:08:46.080 --> 00:08:49.600 the medium, small, and tiny accounts. So if you have less than 142 00:08:49.600 --> 00:08:53.140 50,000 followers, saw the largest increase in engagement 143 00:08:53.680 --> 00:08:56.855 this year. So, again, lots of, 144 00:08:57.254 --> 00:09:00.714 engagement there. And when we compare posts versus 145 00:09:00.935 --> 00:09:04.760 Reels, the engagement is saying that users are 146 00:09:04.760 --> 00:09:08.520 more drawn to Reels. Okay? So they want to see the 147 00:09:08.520 --> 00:09:12.315 Reels. They want to engage with the Reels. You 148 00:09:12.315 --> 00:09:15.755 don't need to post as much though on Facebook. A lot of brands are 149 00:09:15.755 --> 00:09:19.375 reducing their frequency of publishing posts 150 00:09:19.870 --> 00:09:23.630 while increasing their frequency of publishing reels. So they're also seeing that 151 00:09:23.630 --> 00:09:27.310 data and making that change with, just 152 00:09:27.310 --> 00:09:31.035 the frequency publishing frequency skyrocketing, for 153 00:09:31.035 --> 00:09:34.634 small brands up to 500%. So 5 times more, I 154 00:09:34.634 --> 00:09:37.214 believe, is the stat there of of posting reels. 155 00:09:38.550 --> 00:09:42.310 Alright. So that is Facebook in a nutshell. Let's move on to x, 156 00:09:42.310 --> 00:09:45.990 formerly known as Twitter. Twitter saw the most significant drop 157 00:09:45.990 --> 00:09:49.815 in impressions across all accounts. I think this 158 00:09:49.815 --> 00:09:53.515 is also reflected in their, advertising 159 00:09:53.655 --> 00:09:57.270 dollars. When we look at where advertisers are 160 00:09:57.270 --> 00:10:00.950 choosing to spend, they're also not spending there. Elon 161 00:10:00.950 --> 00:10:04.310 Musk has, in my opinion, single handedly destroyed the 162 00:10:04.310 --> 00:10:08.105 platform. There is a opportunity for it to rebound, of course, but 163 00:10:08.105 --> 00:10:11.865 I just don't see that happening when users aren't there and advertisers aren't 164 00:10:11.865 --> 00:10:15.329 there. Now that being said, we there's 165 00:10:15.329 --> 00:10:19.089 still some positive growth in some areas, which I'll cover, but 166 00:10:19.089 --> 00:10:22.825 it's mostly downward trends. Alright. So across the 167 00:10:22.825 --> 00:10:26.285 board, brands are posting less on 168 00:10:26.505 --> 00:10:30.105 x, formerly known as Twitter, with the largest difference coming in from 169 00:10:30.105 --> 00:10:33.950 tiny accounts. So tiny accounts less than 500 followers, about 170 00:10:33.950 --> 00:10:37.330 35% less, though that number is across the board. 171 00:10:38.235 --> 00:10:41.675 It looks like the medium brands are at 25%, so 172 00:10:41.675 --> 00:10:45.055 between 20, 35% less across the board. 173 00:10:45.835 --> 00:10:49.649 But some engagement has increased for 174 00:10:49.649 --> 00:10:53.110 some folks here on x formerly known as Twitter. 175 00:10:53.410 --> 00:10:57.015 It seems like the people who are left, they're engaging, 176 00:10:57.075 --> 00:11:00.675 especially if, if you have a tiny or a small brand, 177 00:11:00.675 --> 00:11:04.195 so less than 2 k followers. You may see some increase in 178 00:11:04.195 --> 00:11:07.930 engagement, and you may see people who, interact more. But 179 00:11:07.930 --> 00:11:11.610 that, in my opinion, is just the people who are left are those power 180 00:11:11.610 --> 00:11:15.285 users. Everyone else is is thought. We've moved on. 181 00:11:15.285 --> 00:11:18.745 Alright. Decrease in impressions across the board for all brands, 182 00:11:19.524 --> 00:11:22.904 all size brands as well. As much as a 183 00:11:23.160 --> 00:11:26.760 1000% a 1000% decrease in 184 00:11:26.760 --> 00:11:30.600 impressions for tiny brands. But even, huge brands are 185 00:11:30.600 --> 00:11:33.845 seeing over a 100%, big brands over 200%, 186 00:11:34.065 --> 00:11:37.585 medium brands, over 300% decrease in impression. 187 00:11:37.585 --> 00:11:41.125 So fewer and fewer people are seeing the post on Twitter, 188 00:11:41.450 --> 00:11:45.050 x formerly known as Twitter. Alright. Let's move on 189 00:11:45.050 --> 00:11:48.110 to, LinkedIn. So in LinkedIn, 190 00:11:49.125 --> 00:11:52.805 we did see a decrease in impressions, in some accounts, 191 00:11:52.805 --> 00:11:56.405 but, larger engagements there, more 192 00:11:56.405 --> 00:11:59.820 posts there. And this particular report focuses on 193 00:11:59.820 --> 00:12:03.420 pages because LinkedIn doesn't give us a lot of data for 194 00:12:03.420 --> 00:12:07.265 profiles. But my theory, and based on my manual reporting 195 00:12:07.265 --> 00:12:11.025 that I do for my clients, is that personal profiles have seen increases 196 00:12:11.025 --> 00:12:14.839 in engagement impressions across the board this year. A 197 00:12:14.839 --> 00:12:18.680 lot of people moving away from Facebook and especially Twitter over 198 00:12:18.680 --> 00:12:22.325 to LinkedIn. And so we're gonna see LinkedIn particularly 199 00:12:22.465 --> 00:12:25.905 is doing some interesting things that, we'll see in the coming 200 00:12:25.905 --> 00:12:29.640 years. Now, the opportunity to 201 00:12:29.640 --> 00:12:32.700 go viral has increased on LinkedIn because of this. 202 00:12:33.240 --> 00:12:37.045 They're working on their algorithm. It's a little bit different than, you know, 203 00:12:37.045 --> 00:12:40.485 your like, Meta, Facebook, Instagram, or even 204 00:12:40.485 --> 00:12:44.220 x, what they do with their algorithm. LinkedIn 205 00:12:44.220 --> 00:12:48.060 is a little bit different in that their posts actually live in 206 00:12:48.060 --> 00:12:51.520 the feed a lot longer. And so the chance of being viral 207 00:12:51.925 --> 00:12:55.764 has increased significantly. For huge brands, it's up to 208 00:12:55.764 --> 00:12:59.365 over a 1000% increase. And this 209 00:12:59.365 --> 00:13:03.029 particular study looks at shares for this number. So how many 210 00:13:03.029 --> 00:13:06.790 people are sharing the posts have increased over a 211 00:13:06.790 --> 00:13:10.475 1000% in 2023. But 212 00:13:10.475 --> 00:13:14.315 even if you have a tiny, small, medium page, we're looking 213 00:13:14.315 --> 00:13:17.260 at increases of a 1000, 2,000, 214 00:13:18.040 --> 00:13:21.820 and 800% here. So lots of interesting 215 00:13:22.600 --> 00:13:26.425 opportunities for brands on LinkedIn. People are 216 00:13:26.425 --> 00:13:30.185 actually posting, a little bit more on LinkedIn if 217 00:13:30.185 --> 00:13:33.945 you're a medium to huge sized brands. But tiny and small brands, so less than 218 00:13:33.945 --> 00:13:37.660 2,000 followers, aren't posting as much on their 219 00:13:37.660 --> 00:13:41.360 page. And again, I do believe that is because of the profiles 220 00:13:41.500 --> 00:13:45.215 on LinkedIn being the key here. That being said, engagement has 221 00:13:45.215 --> 00:13:48.755 increased across the board. So whether you're posting less frequently or more frequently, 222 00:13:48.975 --> 00:13:52.740 we're seeing engagement, from anywhere from 11% increases 223 00:13:52.740 --> 00:13:56.260 to 22% increases across the board when we 224 00:13:56.260 --> 00:13:59.240 compare engagement in 2022 versus 2023 225 00:14:00.225 --> 00:14:03.925 on LinkedIn. So, yeah, if you haven't 226 00:14:04.065 --> 00:14:07.825 considered LinkedIn, I highly, highly recommend it. We're gonna take a quick break when we 227 00:14:07.825 --> 00:14:11.640 get back. We're gonna talk more about the data that is exciting 228 00:14:11.700 --> 00:14:13.640 for 2024 trends. 229 00:14:19.105 --> 00:14:22.945 Social media is constantly changing. I know that, you 230 00:14:22.945 --> 00:14:26.625 know that, but not all of these changes are pertinent to 231 00:14:26.625 --> 00:14:30.390 your business. That's why I created The Feed. The 232 00:14:30.390 --> 00:14:33.850 Feed is a private audio experience of curated 233 00:14:33.990 --> 00:14:37.654 social media news and updates that relate to your business. So 234 00:14:37.654 --> 00:14:41.035 ditch the overwhelm and download the feed today. 235 00:14:41.975 --> 00:14:45.540 And no, this isn't a subscription service. Pay one fee and get 236 00:14:45.540 --> 00:14:49.300 access to our entire back catalog along with every single 237 00:14:49.300 --> 00:14:52.600 episode we release in the future. Head on over to onlinedrea. 238 00:14:52.965 --> 00:14:56.585 Com/feed to start feeling like a social media expert today. 239 00:14:59.685 --> 00:15:03.390 And we're back. Let's dive into the Pinterest data. So we're 240 00:15:03.390 --> 00:15:07.150 looking at Metricool's latest report on social media networks 241 00:15:07.150 --> 00:15:10.885 and what's working right here, now, and today. And Pinterest is an interesting 242 00:15:10.885 --> 00:15:14.325 one because I consider Pinterest and YouTube searched 243 00:15:14.325 --> 00:15:18.005 based social platforms. I'm kind of making that 244 00:15:18.005 --> 00:15:21.420 term up, but essentially, it means that these platforms 245 00:15:21.640 --> 00:15:25.160 heavily rely on search engines even though there's a lot of social 246 00:15:25.160 --> 00:15:28.735 components to the platform. So there's comment sections. There's 247 00:15:28.735 --> 00:15:32.435 ability to like and share. But a lot of the 248 00:15:32.495 --> 00:15:36.210 ways that the platform works is based on search. So you 249 00:15:36.210 --> 00:15:39.590 wanna make sure that what you're posting to these platforms have keywords 250 00:15:39.890 --> 00:15:43.670 and that they're optimized for search. Now 251 00:15:44.435 --> 00:15:47.095 this year in 2023, 252 00:15:47.875 --> 00:15:51.714 engagement increased in Pinterest by 32%. So we're 253 00:15:51.714 --> 00:15:55.210 seeing a lot of increases there. Pinterest did some interesting things 254 00:15:55.510 --> 00:15:59.110 with, amalgamating idea pins into their regular pins. 255 00:15:59.110 --> 00:16:02.635 So prior to this year, they had their regular 256 00:16:02.635 --> 00:16:06.154 standard pin and then they also had idea pins, which 257 00:16:06.154 --> 00:16:09.915 were essentially like your TikTok videos, your reels, you 258 00:16:09.915 --> 00:16:13.660 know, videos. But they kind of renamed everything. Everything's a pin. 259 00:16:13.660 --> 00:16:17.100 So whether you're posting a video, whether you're posting an image, whether you're 260 00:16:17.100 --> 00:16:20.925 posting a GIF, they're all pins. Okay? And 261 00:16:20.925 --> 00:16:24.605 I think that really actually help with the user experience. Because when I was scrolling 262 00:16:24.605 --> 00:16:28.430 through Pinterest and I look at an idea pin, my natural instinct is 263 00:16:28.430 --> 00:16:31.630 to tap on the pin to visit the website on the other side. And as 264 00:16:31.630 --> 00:16:34.964 business owners, that's kind of what we want people to do. However, when you're looking 265 00:16:34.964 --> 00:16:38.805 at a video, tapping on it is a pause and play option. So they're 266 00:16:38.805 --> 00:16:42.404 kind of making it easier for the user experience. In my opinion, I think Pinterest 267 00:16:42.404 --> 00:16:46.020 is doing well there. But, yeah, 268 00:16:46.020 --> 00:16:49.640 32% increase in engagement on Pinterest. 269 00:16:50.020 --> 00:16:53.755 Also in, average link clicks went from half a percent 270 00:16:53.755 --> 00:16:57.435 to over 1%. So 1.2%. So more people are clicking links 271 00:16:57.435 --> 00:17:01.000 because of the changes that Pinterest is making as well. As a business owner, that's 272 00:17:01.000 --> 00:17:04.300 kinda what we want. We want people to, like, click links and visit our 273 00:17:04.760 --> 00:17:08.405 website. Then when we look at clicking on 274 00:17:08.405 --> 00:17:11.925 the pins themselves so typically, they click on the pins, like, read the 275 00:17:11.925 --> 00:17:15.525 description or the comment section, that has gone down a little 276 00:17:15.525 --> 00:17:19.079 bit. So, in 2022, we saw about 277 00:17:19.460 --> 00:17:23.140 26% clicks. And in 2023, we're 278 00:17:23.140 --> 00:17:26.785 looking at 19 ish percent. So that has gone down a little bit as 279 00:17:26.785 --> 00:17:30.625 well. But in my opinion, if we're clicking over to the website, we're getting it 280 00:17:30.625 --> 00:17:34.380 done. Engagement rate has increased as well. Used 281 00:17:34.380 --> 00:17:37.760 to be about 3% engagement rate. Now it's a bit over 4% 282 00:17:37.900 --> 00:17:41.695 engagement rate on those pins, which is just lovely to 283 00:17:41.695 --> 00:17:45.315 see. And lots more interactions. 284 00:17:45.615 --> 00:17:49.450 Just 17.4% growth in 285 00:17:49.450 --> 00:17:53.130 content interaction. That's everything from clicking on 286 00:17:53.130 --> 00:17:56.965 links to saving content, which is how most people use it. And so 287 00:17:56.965 --> 00:18:00.645 it feels like there's more action happening on that 288 00:18:00.645 --> 00:18:04.200 platform. Pinterest itself is really all, 289 00:18:04.519 --> 00:18:08.139 kind of like rebranding themselves as a social network for direct 290 00:18:08.200 --> 00:18:12.039 purchase. And I personally see a lot of people use it in 291 00:18:12.039 --> 00:18:15.575 the research phase of their customer journey. So they're thinking about 292 00:18:15.575 --> 00:18:19.255 buying something. They go to Pinterest. They start saving ideas. So 293 00:18:19.255 --> 00:18:22.770 if your business falls in line with that, you should absolutely be on 294 00:18:22.770 --> 00:18:26.450 Pinterest. They have some interesting things here on 295 00:18:26.450 --> 00:18:30.049 Twitch. Now Twitch isn't a large platform when compared to the 296 00:18:30.049 --> 00:18:33.865 other platforms specifically because it is really 297 00:18:33.865 --> 00:18:37.625 focused on live streaming and kind of made a name for itself in 298 00:18:37.625 --> 00:18:41.460 the gaming arena. But we're seeing kind of that 299 00:18:41.460 --> 00:18:45.220 explode in this year. We saw almost a a 300 00:18:45.220 --> 00:18:49.055 100% increase in the number of accounts on Twitch 301 00:18:49.115 --> 00:18:52.715 and the number of streams on Twitch from 2022 to 302 00:18:52.715 --> 00:18:55.855 2023. So the the amount of weekly 303 00:18:56.429 --> 00:18:59.889 streams, like the frequency of them have gone up. 304 00:19:00.350 --> 00:19:03.945 And there are a lot of, changes, 305 00:19:03.945 --> 00:19:07.165 especially when we look at the tiny to medium sized brands. 306 00:19:07.465 --> 00:19:11.305 Now the big to huge brands actually are seeing a decrease in 307 00:19:11.305 --> 00:19:14.240 creating content over time. But 308 00:19:14.780 --> 00:19:18.380 overall, there's lot there's just more streams happening in general on the 309 00:19:18.380 --> 00:19:22.145 platform. And we'll spend a lot of time here because not a lot of, people 310 00:19:22.145 --> 00:19:25.424 who list to this podcast are to are on Twitch, but I think it's important 311 00:19:25.424 --> 00:19:28.544 to note because it could be a little bit of a rising star, especially if 312 00:19:28.544 --> 00:19:32.010 you're a live streamer. And with the pending TikTok 313 00:19:32.010 --> 00:19:35.610 ban, there may be opportunities for live streamers on TikTok to 314 00:19:35.610 --> 00:19:39.365 move over to Twitch. So I see more people moving to YouTube 315 00:19:39.365 --> 00:19:42.905 as a natural choice there. Alright. 316 00:19:43.205 --> 00:19:47.039 Let's talk about Instagram. Instagram is by far, for 317 00:19:47.039 --> 00:19:50.720 my community, one of the most popular platforms. So if you've 318 00:19:50.720 --> 00:19:54.100 purchased a product from me, if you're in my membership, 319 00:19:54.404 --> 00:19:58.164 you're probably interested in Instagram. If you're listening to this podcast, probably waiting for 320 00:19:58.164 --> 00:20:01.465 the Instagram part. Because Instagram is where a lot of my business owners 321 00:20:01.910 --> 00:20:05.110 really spend the most time. And one of the things I wish this report had 322 00:20:05.110 --> 00:20:08.835 was threads as well. But, you know, it's it's not even a year old 323 00:20:08.835 --> 00:20:12.612 at the time of recording this, so hopefully, we'll get that data coming out 324 00:20:12.612 --> 00:20:16.330 soon. But Instagram is where it's at. So we saw some interesting 325 00:20:16.330 --> 00:20:20.090 things in Instagram this year. If you're feeling the pain, if you're feeling like 326 00:20:20.090 --> 00:20:23.850 engagement isn't there or followers aren't there, this report will 327 00:20:23.850 --> 00:20:27.105 give you some insights into that. Now generally speaking, 328 00:20:28.125 --> 00:20:31.664 people are posting less on Instagram. So when you look at Instagram 329 00:20:31.804 --> 00:20:35.360 posts specifically, we're looking at between 330 00:20:35.740 --> 00:20:39.180 30 to 70% decrease in, 331 00:20:39.500 --> 00:20:43.235 percentage of posts per account. So with the highest 332 00:20:43.235 --> 00:20:46.935 being huge accounts, went down by 76%. 333 00:20:47.875 --> 00:20:50.695 And then we also see big accounts going down by 31% 334 00:20:51.640 --> 00:20:55.320 as far as frequency of posting goes. Now when it comes to 335 00:20:55.320 --> 00:20:59.080 Reels so we're talking about posts and Reels totally separately inside of 336 00:20:59.080 --> 00:21:01.775 Instagram, by the way. They're also they have separate, 337 00:21:03.035 --> 00:21:06.555 delegations. I don't know where I'm trying to look for there. But they're in like, 338 00:21:06.555 --> 00:21:09.615 their insights are in totally separate places. It's actually annoying. 339 00:21:10.430 --> 00:21:14.110 But when we look at Instagram Reels, it's a mixed bag with 340 00:21:14.110 --> 00:21:17.890 mostly increases. Unless you're a tiny account less than 500 followers, 341 00:21:18.750 --> 00:21:22.225 most accounts increase by, 35 to 342 00:21:22.225 --> 00:21:25.985 40% when it comes to posting reels. So whether you're small, medium, big, 343 00:21:25.985 --> 00:21:29.480 huge, we're seeing an increase in Reels on 344 00:21:29.480 --> 00:21:32.780 Instagram, Reels posts. Now when we look at 345 00:21:32.840 --> 00:21:36.325 engagement though, engagement per post 346 00:21:36.865 --> 00:21:40.544 and per reel has gone down across the board. 347 00:21:40.544 --> 00:21:44.290 Okay? So engagement per post, engagement per reel has gone 348 00:21:44.290 --> 00:21:47.970 down in across the board. When we look at 349 00:21:47.970 --> 00:21:51.510 interactions, whether that's likes, comments, saves, or shares, 350 00:21:52.825 --> 00:21:56.665 it's gone down. K? So while everyone's posting less, it's because 351 00:21:56.665 --> 00:22:00.205 engagement has gone down even though it's kind of like we shifted focus 352 00:22:00.265 --> 00:22:03.850 away from posts towards reels. Now 353 00:22:03.850 --> 00:22:07.450 the interesting thing though is stories. That has gone 354 00:22:07.450 --> 00:22:11.255 up almost across the board for everyone, but particularly with 355 00:22:11.335 --> 00:22:14.935 tiny and huge accounts. So we're looking at 356 00:22:14.935 --> 00:22:18.635 impressions and reach for stories. So if you're looking to 357 00:22:18.695 --> 00:22:22.399 increase impressions or increase reach for Instagram stories, 358 00:22:23.259 --> 00:22:26.299 that's the way to go. Post to your stories. Share your post to your stories. 359 00:22:26.299 --> 00:22:29.919 Share your reels to your stories because that has increased across the board. 360 00:22:31.015 --> 00:22:34.775 Lastly, let's take a look at TikTok. Now TikTok does have this, 361 00:22:34.775 --> 00:22:38.509 like, looming ban over its head. This isn't the first time there's 362 00:22:38.509 --> 00:22:41.789 been a threat of a ban. However, this has been the most serious and the 363 00:22:41.789 --> 00:22:45.570 farthest the ban has gotten. Basically, TikTok has to get it together 364 00:22:46.024 --> 00:22:49.865 by the end of this year. That being said, it from 2022 to 365 00:22:49.865 --> 00:22:53.384 2023, there is a drastic increase in not 366 00:22:53.384 --> 00:22:57.220 only accounts, but posts. Okay? So more 367 00:22:57.220 --> 00:23:00.840 and more people creating accounts, way more people posting. 368 00:23:01.380 --> 00:23:05.225 In 2022, the number of people that had posted in this study 369 00:23:05.225 --> 00:23:08.024 Now when 370 00:23:09.825 --> 00:23:12.625 we look 371 00:23:14.424 --> 00:23:18.190 at engagement, Now when we look at engagement, 372 00:23:19.289 --> 00:23:22.750 that has gone down across the board for almost every category 373 00:23:22.890 --> 00:23:26.475 except for huge accounts. Okay? So very similar to Facebook, 374 00:23:27.015 --> 00:23:30.795 TikTok has seen engagement go up for huge accounts by 27%. 375 00:23:31.630 --> 00:23:35.470 But if you have a tiny, small, medium or big account, we're seeing 376 00:23:35.470 --> 00:23:39.105 decreases range from 4.5% all the way up 377 00:23:39.184 --> 00:23:42.085 to almost 20% decrease in engagement. 378 00:23:43.025 --> 00:23:46.865 So engagement has gone down a bit on TikTok 379 00:23:46.865 --> 00:23:50.580 when we look at engagement rate. Now, when we look at 380 00:23:50.800 --> 00:23:54.420 average interactions as well, we're seeing those numbers 381 00:23:54.560 --> 00:23:57.705 reflect as well. Average interactions 382 00:23:58.165 --> 00:24:00.905 for tiny accounts having the biggest impact, 383 00:24:01.765 --> 00:24:05.380 down by 88%. K. Down by 88%. 384 00:24:06.159 --> 00:24:09.919 If you have a small or huge brand, those are the 385 00:24:09.919 --> 00:24:13.415 least impacted. But medium and big brands, still pretty 386 00:24:13.415 --> 00:24:16.715 impacted by drastic, number of interactions 387 00:24:17.015 --> 00:24:20.795 drop. Average video length is 55 388 00:24:20.935 --> 00:24:24.440 seconds on TikTok right now with this study. 389 00:24:25.460 --> 00:24:28.040 But the weekly posting frequency, 390 00:24:29.059 --> 00:24:32.905 most small, medium, tiny brands are about 2 to 3 391 00:24:32.905 --> 00:24:36.505 times a week with huge brands going up to 6 times a week. So when 392 00:24:36.505 --> 00:24:40.290 people say post every day, 3 times a day on TikTok, that's 393 00:24:40.290 --> 00:24:43.990 not really what people are doing. Most people 394 00:24:44.050 --> 00:24:47.430 are doing about 2 to 3 times a week with larger, 395 00:24:47.875 --> 00:24:51.635 big, and huge companies. I'm assuming they just have more budget, for 396 00:24:51.635 --> 00:24:55.395 posting, so they are seeing an increased publication rate on 397 00:24:55.395 --> 00:24:59.240 the platform. There you go. There you have it. 398 00:24:59.779 --> 00:25:03.220 So one of my toxic traits is 399 00:25:03.220 --> 00:25:06.945 saying, oh, and the last thing and then, like, saying 15 more things. 400 00:25:06.945 --> 00:25:10.485 My husband can attest to that. I actually posted that on TikTok recently. 401 00:25:11.470 --> 00:25:15.310 But that was not the last thing. I wanna talk about YouTube as well for 402 00:25:15.310 --> 00:25:19.090 the purpose of this podcast episode. So YouTube 403 00:25:19.390 --> 00:25:22.625 is seeing some interesting things right now and 404 00:25:22.924 --> 00:25:26.625 27% increase in publication across the board. 405 00:25:27.725 --> 00:25:31.390 And I think it's the platform that stills to beat. 406 00:25:31.929 --> 00:25:34.890 Someone asked you the other day if I did if my business got erased and 407 00:25:34.890 --> 00:25:37.130 I had to start all over again, what would I do? And I feel like 408 00:25:37.130 --> 00:25:40.865 I'd have, like, a focus on YouTube. It's just, like, knowing what I know 409 00:25:40.865 --> 00:25:44.625 now, it's been the steadiest social platform. Least amount 410 00:25:44.625 --> 00:25:47.520 of changes, least amount of algorithm changes, 411 00:25:48.540 --> 00:25:52.300 very long term content play. I don't know what the 412 00:25:52.300 --> 00:25:55.775 future is gonna bring, but with the, again, pending doom of 413 00:25:55.775 --> 00:25:59.215 TikTok ending and the rise of video content 414 00:25:59.215 --> 00:26:02.815 creation, I think YouTube's yeah, is here to 415 00:26:02.815 --> 00:26:06.600 stay. Alright. So posting frequency 416 00:26:06.980 --> 00:26:10.500 on YouTube has increased across the board for every single 417 00:26:10.500 --> 00:26:14.065 brand. K? So every single brand in this study, it has increased, 418 00:26:14.065 --> 00:26:17.905 with huge brands increasing by 21%. And I like 419 00:26:17.905 --> 00:26:21.470 to look at huge huge brands, not to say that, you know, if you 420 00:26:21.470 --> 00:26:25.310 don't have at least 50 k followers, you're nothing. But I like to look 421 00:26:25.310 --> 00:26:28.664 at huge brands because, typically, huge brands have huge 422 00:26:29.125 --> 00:26:32.725 teams. And that means they have more data points. They have more access 423 00:26:32.725 --> 00:26:36.510 to analyze what's working and what's not. And so if 424 00:26:36.510 --> 00:26:40.190 they make a change, like, posting 21% more on YouTube, I'm paying 425 00:26:40.190 --> 00:26:44.030 attention. I'm going, that's interesting. Right? So but every single brand 426 00:26:44.030 --> 00:26:46.705 across the board in this study has seen increases 427 00:26:47.565 --> 00:26:50.945 in, posting. And most people posting 428 00:26:51.245 --> 00:26:54.660 about 3.5 times a week, which 429 00:26:54.660 --> 00:26:58.500 is very interesting. I'm not 430 00:26:58.500 --> 00:27:02.020 sure if this study includes shorts. Oh, yeah. It does include shorts as well. So 431 00:27:02.020 --> 00:27:05.765 about 3.5 times a week. And most 432 00:27:05.765 --> 00:27:09.305 people, most brands increasing posting 433 00:27:09.365 --> 00:27:13.145 by 5% all the way up to 30 percent or, yeah, 30% 434 00:27:13.365 --> 00:27:17.140 of ads. I'm rounding up for that one. 435 00:27:17.679 --> 00:27:21.279 That being said, there has been a decrease in 436 00:27:21.279 --> 00:27:24.735 engagement across the board for most accounts, except tiny accounts. 437 00:27:25.115 --> 00:27:28.715 Tiny accounts, so less than 500 subscribers, are still 438 00:27:28.715 --> 00:27:32.010 seeing an increase in engagement at 14% if you have a tiny 439 00:27:32.490 --> 00:27:36.110 account. But the rest of us in decreases in engagement 440 00:27:36.170 --> 00:27:39.870 across the board with medium accounts being the least impacted at 3.9% 441 00:27:40.975 --> 00:27:44.735 and huge accounts being the most impacted at 41%. So even 442 00:27:44.735 --> 00:27:46.995 though they're posting more, they're seeing 41% 443 00:27:48.600 --> 00:27:52.360 decrease in interactions. Now as far as 444 00:27:52.360 --> 00:27:56.205 subscriber growth goes, that is going up 445 00:27:56.205 --> 00:27:59.965 for most brands. Tiny brands, not as much. So they actually 446 00:27:59.965 --> 00:28:03.644 saw a decrease of 12%, but everyone else saw increases. Medium 447 00:28:03.644 --> 00:28:07.390 brands at the lowest at 4%, huge brands the highest at 448 00:28:07.390 --> 00:28:10.370 70% increase across the board. 449 00:28:11.789 --> 00:28:15.485 So here are some takeaways from all of this data and all of these 450 00:28:15.565 --> 00:28:19.265 studies. Number 1, the algorithms 451 00:28:19.565 --> 00:28:22.924 are getting better. So even though we're seeing a decrease across the 452 00:28:22.924 --> 00:28:25.750 board, I think that the attention, 453 00:28:26.929 --> 00:28:30.450 that people are placing on the content, is 454 00:28:30.450 --> 00:28:34.025 getting better. And even though people, like business as business owners, we 455 00:28:34.025 --> 00:28:37.865 complain about the algorithm, the studies still show that 456 00:28:37.865 --> 00:28:41.565 people are spending more time on social media than ever in history. Like, 457 00:28:41.799 --> 00:28:45.419 we're spending more time on our phones than ever in history. 458 00:28:46.679 --> 00:28:50.280 There's more content to consume than ever in history, and so there's more for the 459 00:28:50.280 --> 00:28:54.105 algorithms to sift through, and that means the algorithms are getting more 460 00:28:54.105 --> 00:28:57.945 accurate and they're doing a more efficient job of matching people to the content that 461 00:28:57.945 --> 00:29:01.110 they wanna consume. So your job 462 00:29:01.650 --> 00:29:05.090 as a content creator, business owner, marketer is 463 00:29:05.090 --> 00:29:08.450 to figure out what people wanna consume and how you can get your content in 464 00:29:08.450 --> 00:29:12.245 front of them. So that means the second takeaway from this is focusing 465 00:29:12.245 --> 00:29:15.765 on quality content versus quantity. Almost every single 466 00:29:15.765 --> 00:29:19.110 platform people are decreasing besides YouTube where people are 467 00:29:19.350 --> 00:29:23.110 posting frequency. So, generally, that means 468 00:29:23.110 --> 00:29:26.950 that we wanna focus in on quality content. So how can we 469 00:29:26.950 --> 00:29:30.655 make content that actually resonates? This does not mean it has to be 470 00:29:30.655 --> 00:29:34.255 super polished and perfect. In fact, what I'm seeing in 471 00:29:34.255 --> 00:29:37.775 studies with my client list and with my, marketers that I work 472 00:29:37.775 --> 00:29:41.200 with is that, content that 473 00:29:41.200 --> 00:29:44.640 feels low effort, so low production 474 00:29:44.640 --> 00:29:47.835 quality, is doing really well even though 475 00:29:48.535 --> 00:29:52.135 the effort behind the scenes still can be significant. People don't 476 00:29:52.135 --> 00:29:55.960 wanna feel like you're trying too hard, but they also don't wanna feel like you 477 00:29:55.960 --> 00:29:59.559 didn't try at all. K? So that's finding that middle ground. Video is on the 478 00:29:59.559 --> 00:30:03.320 rise. So 3rd conclusion from this report is that 479 00:30:03.320 --> 00:30:06.705 video formats, reels, stories, 480 00:30:07.005 --> 00:30:10.524 lives, YouTube videos, this it's a 481 00:30:10.524 --> 00:30:14.130 content placement to beat. People love that video placement. So 482 00:30:14.130 --> 00:30:17.650 even if you're not a video person, I try to find ways that you can 483 00:30:17.650 --> 00:30:21.490 create video content so that you can adapt to the algorithm and the platform 484 00:30:21.490 --> 00:30:25.005 change changes and get that reward of 485 00:30:25.005 --> 00:30:28.765 increased engagement. So we're seeing the platforms that have the increased 486 00:30:28.765 --> 00:30:32.390 engagement. Rates tend to be towards 487 00:30:32.390 --> 00:30:35.830 video, and tend to have a posting frequency that 488 00:30:35.830 --> 00:30:39.625 matches the size of their account. For this full study, go 489 00:30:39.625 --> 00:30:43.305 to metricool.com/socialnetworkstudy. You can also 490 00:30:43.305 --> 00:30:47.130 Google it, Metricool Social Network Study. Find it there. This is not 491 00:30:47.130 --> 00:30:50.090 sponsored by them. I just loved the study and wanted to bring it to you 492 00:30:50.090 --> 00:30:53.690 here on the podcast. But that's all for today. I'll be back soon with another 493 00:30:53.690 --> 00:30:55.225 episode. Bye for now.