Every quarter comes with its own unique set of circumstances and challenges for social media marketers, and Q2 2020 was no different.
While there were many trends indicating a return to norms in certain areas following the initial impact of the coronavirus, civil rights campaigns have led to some potentially major changes in paid advertising. There were also some changes in influencer marketing, which Socialbakers explored in even more detail in a full State of Influencer Marketing Report.
On the organic marketing side, video usage surged as marketers attempted to adapt their strategies amid remote work for users who were largely stuck at home. The full report details which platforms have seen the biggest increases as well as which ones have shown the best results.
Here are a few insights to take away from Socialbakers’ Q2 2020 Social Media Trends Report:
Q2 2020 was full of changes for paid advertising, and the effects will continue to be seen in Q3 2020.
Initially, worldwide paid metrics like ad spend, CPC, and CPM saw dramatic increases during the quarter as many regions of the world started to normalize after the initial effects of the pandemic. For example, worldwide ad spend increased by 26.2% in Q2 compared to where it was at the end of Q1.
However, that increase was even greater in June before a pair of protests – #BlackoutTuesday and the Facebook ad boycott – made significant, if brief, impacts on overall paid advertising.
The ad boycott is expected to continue at least through July, and as such will have an ongoing impact beyond just the decrease at the end of Q2 2020. It’s something that marketers, as well as social media platforms, have to account for and address in the coming months.
On Facebook, the relative post interactions for the top 50 largest brands returned to normal levels in Q2 2020 after a sharp increase at the end of Q1 that was likely related to the worldwide pandemic.
Meanwhile, on Instagram the interactions have remained relatively stable over the past 15 months. They hit their peak early in 2020 and again neared the peak at the end of Q2, but overall the interactions rarely went below 80% of their max.
This shows a consistency on Instagram that may be easier for marketers to plan around.
Between Facebook, Twitter, and Instagram, which platform has the highest percentage of brand video content?
The answer, according to Socialbakers data, is Twitter, and it’s not particularly close. Over the last three quarters, more than 20% of tweets from brand pages with more than 1,000 followers contained video, and that figure moved as high as 27.3% in June 2020.
During the pandemic, video content increased across all three platforms, and it reached its peak on Facebook (15.8%) and Instagram (14.2%) in April 2020, before decreasing at the end of the quarter.
Download the full Q2 2020 Social Media Trends Report to get even more insights into the latest developments in social media marketing.
Taylor has been with Socialbakers since 2019. As a content marketing specialist, he helps create reports, blogs, and he also hosts webinars and other live events.