The new edition of the SA Social Media Landscape report, due to be released this month, shows dramatic shifts in usage patterns, with Instagram a big winner.
The social media landscape in SA has shifted subtly but dramatically this year, especially in light of large Instagram growth.
This will be one of the key issues covered in the annual SA Social Media Landscape report, compiled by Fuseware and World Wide Worx, due to be released in the next fortnight.
Visually rich imagery dominates newsfeeds, and the new streaming content players are certainly going to see increased uptake in the next 12 months. Social media is evolving towards its pinnacle – on-demand content creation, consumption and engagement in any format, at any time and any place. There has been decreased brand content engagement across the board, indicating that newsfeeds have become too saturated and brands need to start paying up to get to the reach and engagement they desire.
Although business impact in terms of revenues is difficult to quantify, engagement and reach of branded content has substantially shifted in 2015. Twitter has become far too crowded to become consistently useful for brands, resulting in large drops in engagement on brand content. Facebook engagement has risen slightly, but this boost is also coupled with an increase in paid media spend on the platform. Instagram is the social network star of the year, with triple digit user growth in the last year as well as engagement on brand content that is an order of magnitude higher than that of the other networks. Social media has also become a large traffic source for publishers and consumer-centric brands alike, and social media optimization (SMO) has become as critical as search engine optimization (SEO).
The use of social media as a CRM tool for businesses has increased dramatically, especially with smaller businesses beginning to use Twitter and Linked In to communicate with their customers. Social media sentiment can be used to drive business strategy and product innovation, serving as a far more fundamental piece of the business puzzle than just a communications function. Social media analytics are also used to accurately gauge what makes consumers tick about a brand, with this data serving as an input instead of just an output to successful marketing campaigns.
Social media growth is still solid, but has slowed across the board with the exception of Instagram, with most networks having grown at a modest 15-25% over the last year. We’ve seen new entrants that focus on live streaming of video content, Periscope and Meerkat, but they have not seen significant uptake in the local market as yet. Content has become much richer across the board, with a large emphasis on videos and high resolution pictures being shared. This trend reflects even on Twitter, where a single picture can tell a story far more than 140 characters of text can, and brands are capitalizing on this by publishing a large amount of visual content on the network. Companies have also gotten serious about spending on media, with a significant increase in paid media spend on Facebook, Twitter and YouTube respectively – however Facebook still remains the network that delivers the highest ROI to companies, according to our corporate survey.
Instagram is the fastest growing social network in the country, with triple digit growth in the last 12 months. The growth is also leap-frogging the normal early adopter crowd and reaching mass market earlier than usual, with local television celebrities and presenters leading the charts in terms of followers. Photo filter usage on the network has dropped to record lows, and the most engaged with images tend to have no filter at all, indicating that people have grown tired of the special effects that sparked initial interest to use the platform.
Facebook has experienced solid consistent growth across all segments, with one very interesting difference. Feature phone usage is plummeting in the platform and is associated with an equivalent rise in smartphone usage. As predicted, the low cost of entry level smartphones are proliferating the market and have shifted device usage significantly in only 12 months. Although the Nokia Asha still leads the way as the top phone used to access Facebook, usage of this phone on Facebook has dropped by over 400,000 people in the last 12 months.
Twitter has increased in usage over the last year, but growth has significantly slowed. With the recent Periscope acquisition, there is an increased emphasis towards integrating the platform with real-time streaming video content. Twitter engagement on brand content has dropped significantly compared to last year. Brands are posting more content than ever before on the social network, but even paid-for campaigns are often not seen as relevant by Twitter users. For the first time ever, more than 50% of all surveyed brands post content once per day or more – but this is translating to a sea of noise that doesn’t necessarily result in business value.
Linked In usage has grown significantly in the last 12 months, with a large number of smaller businesses joining the platform in 2015. Entry level workers represent the largest increase in numbers in terms of seniority level, growing by 21% in the last year. Operations, healthcare and education personnel are joining the network the fastest across all industries.
MXit has experienced a further decline in users compared to the year before, but the platform is also restructuring its business model to focus on empowering Africans and accelerating economic and social growth in the region, by placing a stronger emphasis on social services and associated programmes. A fundamental shift away from just the typical instant messenger model employed by WeChat or Whatsapp, it will also allow businesses to help make a difference in education and healthcare through CSI initiatives in the platform.
In a surprise finding, corporate blogging has seen a strong resurgence as the importance and relevance of long form content surpasses 140 character updates. Corporate blogs are seen as more effective marketing channels than any social network, as surveyed by SA corporates. The headline results will be presented and discussed by the top industry influencers at the Social Media Landscape Briefing, held in Johannesburg on 16 September 2015, and in Cape Town on the 17 September 2015. To book a ticket to these events, click on the links below:
Welcome to world of 2099
The world of 2099 will be unrecognisable from the world of today, but it can be predicted, says one visionary. ARTHUR GOLDSTUCK met him in Singapore.
Futuristic structures tower over the landscape. Giant, alien-looking trees light up with dazzling colours amid the hundreds of plant species that grow up their trunks. Cosmetic stores sell their wares via public touch-screens, with products delivered instantly in drawers below the screens.
This is not a vision of the future. It is a sample of Singapore today. But it is also an inkling of the world we may all experience in the future.
Singapore was the venue, last week, of the World Cities Summit, where engineers, politicians, investors and visionaries rubbed shoulders as they talked about the strategies and policies that would enhance urban living in the future.
As part of the Summit, global payment technologies leader Mastercard hosted a small media briefing by one of Singapore’s leading thinkers about the future, Dr Damian Tan, managing director of Vickers Venture Partners. The company’s slogan “We invest in the extraordinary,” offers a small clue to Tan’s perspective.
“We look as far forward as 2099 because, as a venture capital firm, we invest in the long term,” he tells a group of journalists from Africa and the Middle East. “Companies explode in growth because there is value in the future. If there is no growth, they won’t explode.”
The big question that the Smart Cities Summit and Mastercard are trying to help answer is, what will cities look like in the year 2099? Tan can’t give an exact answer, but he offers a framework that helps one approach the question.
“If you want to look at 81 years into the future, and understand the change that will come, you need to double that amount and look into the past. That takes us to 1856. The difference between then and now is the difference you can expect between now and 2099.”
Click here or on the page link below to read on: Page 2: Soldiers and Health in 2099.
- Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
Street art goes electric
Kaspersky Lab and British street artist D*Face have unveiled the first-ever “art helmet” design at the Formula E finale for electric cars in New York.
The ‘Save The World’ helmets will be raced by DS Virgin Racing’s drivers, Sam Bird and Alex Lynn, as they traverse the New York street circuit during the final races of the Formula E season.
The announcement signals the first art helmet by a Formula E team, continuing the heritage of art in motorsport and the cybersecurity brand’s commitment to contemporary art, creativity and innovation. D*Face took inspiration from Kaspersky Lab’s tagline, “A Company To Save The World”, and hopes that his colourful work will inspire people to take positive action.
D*Face will announce his first-ever art car design with a custom-made livery for the DS Virgin Racing Team. Its design will be released at the “Art Goes Green” event after Saturday’s race. The helmets and art car are the latest installations in the “Save the World” collection, following a major permanent public mural that was installed in Brooklyn, New York, in May.
D*Face, whose real name is Dean Stockton, said: “It is exciting to work with Kaspersky Lab on this project and create art with a real message of hope for a better future. After all, this is our world and we need to look after it. It will take every one of us to make a real lasting, impactful change. I love the mentality of the DS Virgin Racing Team and that of Formula E by showcasing sport in a way that doesn’t harm the environment, but is still just as exhilarating and fun.
“It is time for us all to stand together and make a change… be that stopping data steals, climate change, plastic waste or using damaging fuels. I want everyone to make a pledge to do one thing that will help make a change.”
As a sponsor of DS Virgin Racing Team, Kaspersky Lab is responsible for protecting the team’s devices against cyber threats. The company sees the technical environment in the global sport of Formula E as the next frontier in furthering its research and development of new technologies to keep vehicles secure in the digital world.
Sylvain Filippi, Managing Director at DS Virgin Racing, said: “The whole team fully supports this great initiative and our thanks got to Kaspersky and D*Face for their collaboration. It’s an honour to have such an innovative artist bring his talents to bear in our team ahead of the season-finale; the car, drivers’ crash helmets and mural all look amazing.”
Aldo Fucelli Pessot del Bo, Head of Global Partnerships and Sponsorships at Kaspersky Lab added: “There is a need for innovation on a global scale, both in contemporary art and in the fast-growing sport of Formula E. Now, for the first time ever, Kaspersky Lab is proudly bringing together the two sectors in an effort to Save the World and unleash creativity, encourage freedom of expression and further innovation.”