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Buffer’s State of Social 2019 – Key Highlights from New Report

Written by Angela Tempest

January 22, 2019

Every year, Buffer release their State of Social, a report that looks at what’s happening with social media marketing and what trends they predict to be important for 2019.  This year’s report has just been released so what are the key highlights to consider for your marketing strategy from it?

Message apps for marketing

This was something I read about when doing my own social media trends for 2019 research at the end of last year and Buffer’s State of Social says the same.  Around 72% of brands don’t use messaging apps for their marketing and this is a big gap to be utilised.  And of those who don’t, at least half have no plans to try it in 2019. 

For those who do use it, open rates are an amazing 98% and click-through rates sit at around 25%.

Facebook and Instagram Story ads

Not everyone is in a position to start paying for ads in any form but if it is something you are considering, then either Facebook or Instagram Story ads might be worth the investment.  Buffer found that 57% of brands using Stories have found then either somewhat or very effective.  But most interestingly, 62% of those they asked have yet to use Stories ads in any way.  So there’s definitely untapped potential there.

LinkedIn video

Video remains top of the tree in terms of social media engagement types and 81% of businesses already use it on Facebook.  62% use it on YouTube and 57% on Instagram.  But the channel to watch for your video content for 2019 looks like LinkedIn.  Only 32% of marketers are using it while the platform itself is promoting video content and it can now be shared straight onto the platform.

Influencer marketing is still mostly good

If you are more influencer than brand, then the news is still positive for the strength of belief in what you do.  Over 62% of Buffer’s respondents said that working with influencers had helped to market products and services.  But there’s still some ambiguity with only 23% of those who had a partnership saying it was ‘very effective’.  Regulations being unclear is one problem that is making marketers a little hesitant.

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Video remains top of the tree in terms of social media engagement types and 81% of businesses already use it on Facebook

Social media still matters

Overall, the view is positive.  Nearly 59% of those spoken to said that social media was very important for their marketing and another 30% said it was somewhat important.  Less than 3% said it was unimportant showing that social media still matters.

You can check out the full report and lots of cool pie charts here –

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