As we reflect back on 2013, it’s clear that it has been a very full year. Social media has had another very big year. Digital Insights put together a fantastic infographic showing the growth and impact that social media has had. For starters, Facebook surpassed a new milestone with more than 1.15 billion users. On average, there are 400 million tweets sent out every day. Every second, 8,000 users like a photo they see on Instagram. A whopping 80 percent of Pinterest pins are repins. There are more than 3 million LinkedIn Company Pages and over 1 billion LinkedIn endorsements. Some 4.2 billion people use their mobile device to access social media.
These numbers are impressive. But, how did we get here? Let’s take a look at some of the events that took place and led to this growth.
Let’s start with what is now one of the older players – Facebook. 2013 proved to be a big year for the largest social network after it went public in 2012. Not only did Facebook grow in numbers and stock price, it also made several changes that impact marketing. For starters, it dramatically updated News Feed. Facebook rolled out “Story Bumping” that pushes older stories to the top of users’ feeds allowing them to see any they may have missed, a move that should help marketers.
Also with this update came the news that EdgeRank was dead. Though the term is no longer being used, Facebook still has an algorithm for News Feed in which affinity, weight and time decay continue to play a vital role.
Facebook additionally took a tip from Twitter and made the move add Verified Business Pages and to integrate #hashtags, the latter much to many users’ dismay. The company also added a 5-star rating system so users can rank business pages and updated Graph Search.
Lastly, Facebook made changes to its Promotion Guidelines making it easier for marketers to advertise and promote content through the network.
Moving on to Twitter, the microblogging service also had a number of noted events. In 2013, Twitter made the change to notify users when a tweet you have been mentioned in receives an additional action such as a retweet or mention. Twitter also added images to its timeline, so users don’t have to click elsewhere to view them.
For marketers, just last week, Twitter rolled out a retargeted ad program called tailored audiences to allow advertisers to target users based on their browsing history, which is a big win for marketers.
The biggest news for Twitter, however, has been its IPO. The company did not face the same drama that Facebook did when it went public, and so far, the stock has been high. Time will tell how the tech company will fare in a very volatile market.
The professional network of LinkedIn has also made headway this year for marketers in particular. LinkedIn unveiled Sponsored Updates as well as a robust analytics platform. Beyond this, it gave company page administrators the ability to act as their brand through posting updates, commenting and liking on their pages. All these developments help to position LinkedIn as a competitor among the other social networks.
We must also talk about Google+ in regards to social media happenings. For Google’s social network, 2013 has brought it growth, but it’s also brought some controversy. Earlier this year, Google began embedding Google+ into each of its products making it nearly impossible to use its services without adopting the social network. Many people feel that Google+ has been forced onto them for Google’s benefit and not their own. This is why Google+ numbers have been somewhat skewed in the past as well.
Google+ has also recently faced scrutiny for integrating Google+ further into YouTube. The biggest area in this move is the fact that YouTube’s long criticized comment system has changed. Now, users comment using their Google+ profiles, a.k.a., their real names in most cases.
But, regardless of your feelings about Google+, we do have to keep in mind that its parent is the search and advertising giant Google, and therefore, it cannot be taken lightly.
Pinterest, though somewhat of a newbie compared to the others, had its share of happenings during 2013 as well. Last year, the company rolled out business pages, and earlier this year, it released an analytics platform to go along with it.
Everyone’s favorite pinboard also introduced Rich Pins to give users valuable information about a pin, thus improving the user experience. Going right along with this, Pinterest rolled out price-drop notifications on pinned items. This move greatly opens the door for brands to turn “pinners into shoppers.”
Pinterest also introduced Place Pins to allow pinners to create boards around vacations, restaurants, wish lists, and more.
Another trend that we’ve seen in 2013 is the rise of some new social networks such as Snapchat, Vine and others along with the continued growth of Instagram. Younger generations are gravitating toward these platforms for the visual appeal and quick, short messaging opportunities. Images and micro-video are driving the younger generation’s communication. It doesn’t stop there though, marketers have embraced these visual-driven networks as well.
One of the biggest drivers of these networks and short-form messaging is the accessibility on mobile devices. As we saw above, some 4.2 billion people use their mobile device to access social media. This trend is only going to grow. Mobile is quickly becoming one of the primary, if not the primary, channel with which people communicate and obtain information. Given this direction, marketers need to be mindful and accommodate.
Marketers also need to recognize that social’s influence on search is continuing to grow. In new search rankings factors released this year, it’s evident that search is evolving to accommodate a social-centric world, which indicates a thing or two about the future significance of social media.
What other changes did you notice with social media during 2013? Have any of these updates or developments made your life or business easier? And how do you think these changes will impact what we’ll see in 2014?
Images courtesy of EkaterinaWalter.com, Reddit and Pinterest respectively.