What are the most popular social media sites in 2017?

The social network landscape is always in a state of flux, however certain sites seem to have stabilized as clear user favorites over the years. As of 2017, many of the top social media sites have been around for several years (Instagram, Snapchat), and many have been around for a decade or more (Facebook, Youtube, Twitter). So who reigns supreme in terms of popularity in 2017?

The Pew Research Center conducted a comprehensive survey of social media site use, and found that Facebook was the most popular social media site for online Americans overall at 79% (it is also the most popular social media network worldwide). Facebook was followed distantly by Instagram and Pinterest at around 30% each. LinkedIn and Twitter reached 29% and 24% respectively. However, there are some differences in social media site use among different age groups, as you might expect. Pew found that Facebook use was high among all demographics that had internet access, but had reached the highest level of use among the youngest age group (88% of 18-29 year-olds). However, even the 65+ age group had 62% Facebook users (among those who were online).

Sprout Social surveyed a cross-section of study of 1,000 Millennials, Gen-Xers and Baby Boomers, and the results are telling. In terms of most popular social networks, Facebook came out on top for all 3 demographics, though, Facebook was not favored as strongly by millennials (33% chose Facebook as top pick), followed by Instagram (22.2%) and Snapchat (15.8%). It is also interesting to note that even within demographics, there was a divergence in opinions. Younger millennials - those aged 18-24 - favored Instagram over Facebook.

Of course, use of multiple networks is the norm, and Pew found that a majority of internet users are on at least one social media network, a finding corroborated by Tracx. Do these statistics ring true with your experience? Do you think Facebook still reigns supreme?

What is the state of live video in 2017?

Since the introduction of Facebook live in the summer of 2015, it seems that live video's online popularity has really taken off. Live video offers a direct line into compelling, personal or behind-the-scenes content in a way that on-demand video simply doesn't. You've probably watched live video yourself, and statistics show that you are not alone. According to Statista, the top sites for watching and creating live video, as of November 2016, are YouTube, Facebook, Snapchat Live Stories and Twitter's Periscope (Since then, Instagram has also gotten into the fray with live video).

The amount of live video produced and consumed is staggering, and within its first year, the pioneering live video app Periscope had been used to create over 200 million live videos. Year over year, live video consumption and production has grown. According to a survey by LiveStream, 81% of respondents watched more online video in 2016 than in 2015. In the age group 18-34 in particular, live video is extremely popular. 63% of millennials have watched live video, as of November 2016, according to UBS, and 42% have created live video themselves.

Unsurprisingly, given the popularity of live video with consumers, brands' interest in live videos is increasing as well. Live video draws in more eyeballs than static images, and even more than on-demand video. According to Facebook, live videos are watched for three times as long as standard videos. Respondents to LiveStream's survey also stated a preference for live videos from brands over other marketing tactics. 80% of these respondents would rather watch live video from a brand than read a blog, and 82% would rather see a live video than another type of social media post.

Marketers are responding to this interest in turn. In a May 2016 survey of marketers from Social Media Examiner, 50% of marketers planed on creating live video on Facebook Live and Periscope, and 50% were interested to learn more about live video. We predict even higher numbers for 2017, as live video continues to grow. Have you utilized live video in your personal life or for your business?

The Top 5 Social Media Predictions for 2017

2017 is right around the corner - can you believe it? 2016 was a really big year for social media: Snapchat hit the mainstream, live video exploded, and Vine was shut down. So what does 2017 likely have in store? 

1. Prioritization of live video. Live video was only added to Facebook in August of 2015, but it made huge waves in 2016, both with users and companies. According to Buffer's 'State of Social Media' report, "Eighty-three percent of marketers also said they’d like to create more video content if they didn’t have restraints such as time and resources." Along with the current heavyweight Facebook Live, Twitter has Periscope, and YouTube has YouTube Live, all of which are attracting more and more viewers. Moreover, live video content across platforms may be one of the few ways to get increased organic reach, especially with the new Facebook algorithm, which emphasizes video content.

2. Increased adoption of Virtual Reality (VR). Between Oculus Rift, Google Cardboard, Samsung Gear and Sony Playstation VR, consumers have more ways than ever to bring VR into the home. In the coming year, consumer VR options will likely increase in quantity and lower in price. In 2017, I predict that VR may move from a cutting-edge entertainment novelty to a whole new social media platform with increased mainstream attention from advertisers and businesses alike.

3. Pay to play continues. Organic (meaning non-paid) reach is continuing to decline on the major social media networks, and I predict that this trend will continue into 2017. In 2016 alone, publishers' organic reach on Facebook fell a staggering 52%. In order to reach their audiences, brands and individuals will have to increasingly pay to use these native advertising platforms. According to Inc, "money talks."

4. Reigning in automated responses. Automation can be a boon, but take it too far and your audience will rebel. I predict a little bit of the personal touch returning to social media in 2017. In particular, users are showing frustration with automated responses in customer service interactions online. Twitter is attempting improve customer service online with new customer service features like listing customer service hours, and stating that customer service is a focus of the account. Maybe this will also be the end of the automatic direct messages when you follow certain people on Twitter?

5. Migration to private platforms. While still a popular platform, Facebook's demographic continues to age. As a result, younger users are increasingly migrating to private messaging and social media apps like WhatsApp and Snapchat to interact with their peers. Another mitigating factor for the switch to private networks is that users are now realizing the ramifications of sharing publicly-searchable information, and are seeking more privacy. One major difficulty for advertisers is that it is harder to measure reach and engagement on these apps. 

So what do you think? Are there any predictions you would add to the list?

How to make the most out of the latest Twitter update

Twitter announced months ago that it was going to loosen its infamous 140-character limit, but now those changes have finally gone live. Twitter's 140 character-limit used to cover literally everything that could be included in a tweet, including image/video hyperlinks, @ replies to other Twitter users and any other text you wanted to squeeze it. Now the rules have changed - 140 characters only refers to the text of your tweet (and non-media hyperlinks) - which is a pretty big deal, and one of the biggest changes to Twitter ever. The image below, which appeared on Twitter's development blog, gives an illustration of how the structure of Tweets has changed with the latest update.

What the new Twitter means for you:

• Add more media: Links to videos, images and polls now do not count against your 140 character count. Adding images increases engagement with Tweet, so this could mean a boost in engagement. In fact, Twitter estimate that tweets with photos average a 35% boost in retweets, and videos get a 28% boost, so go ahead and add that animated gif! 
• Reply away: Previously, if you wanted a reply to be visible to all of your followers, the convention was to include a period before the name to which you were replying (.@Name versus just @Name). Otherwise the reply message would only be immediately visible to that person, or someone who mutually followed both of you. This is no longer necessary, and @ replies at the beginning of a tweet no longer count in your 140-character limit. However, this is the one update I feel has a downside - seeing everyone's replies by default is not a universal positive. For more customer service-oriented accounts, you may be inundated with reply updates that have nothing to do with topics you care about. So keep that in mind when you reply!
• Retweet yourself: Now you have the ability to re-tweet yourself! This could be handy if you want to share an old Tweet that you felt went unnoticed, without having to re-post it. As research shows, you can only benefit by re-posting your content. Quoting other tweets also no longer counts in your 140-character limit.

Overall, the new Twitter update gives you more room to say what you want, and interact with your followers while staying within the 140-character limit. These changes give you more room to include rich content like links and images, which will help improve your engagement. Though overall the changes seem positive, that feeling of victory when you include an @ reply, text, image and hashtag in only 140 characters will be a little less triumphant!

Why Pokémon Go is more than just a game

I was out of the country at the beginning of July, when Pokémon Go was released, and when I came back it was filling every social media feed I had! The game smashed Apple's first-week app download records, and has since become a huge cultural phenomenon. Whether you play Pokémon Go or not, hate it or love it, it is inarguable that it represents something important in the way that people are interacting with technology. When I noticed that a "Near a PokéStop" filter had been added to Yelp searches, I knew this wasn't just a new version of Candy Crush.

Pokémon Go Gameplay

So what is it? Pokémon Go is a free phone app for Android and iOS. It uses your phone's GPS to gauge your location, and shows you Pokémon characters and other game locations layered over Google maps. Your role is a Pokémon trainer whose goal is to "catch 'em all."  As you move through the real world (getting people out and about is the stated purpose of the game, which seems to have worked) you are shown various Pokémon that you have to catch by approaching them in physical space (that's where the GPS comes in) and tossing a virtual PokéBall at them. When you are close to the GPS-defined location of a Pokémon in the game, you see the animated character layered over the real world, as seen through your camera. By combining the real and the virtual, Pokémon Go is one of the first mainstream augmented reality games, overlaying computer-generated images on what you are really seeing through the camera on your phone.

Pokémon have invaded the Art Institute! Catch them if you can and find 14 PokéStops around the museum. #PokemonGO pic.twitter.com/MICPddACuf

— Art Institute (@artinstitutechi) July 11, 2016

Already, organizations and businesses of all types are tying to figure out how to capitalize on Pokémon Go to attract players. Particularly sought-out locales, called "PokéStops" and "Gyms," tend to have high numbers of catchable Pokémon, and are places to improve skills, battle and level-up, which in turn makes them congregating spaces for players. PokéStops seem to be assigned to locations semi-randomly; you could previously request a PokéStop, but not any longer. But if your business or location happens to be one of these, you are in luck.

You can hit a Pokestop while seated at our bar. In the AC. With a beer in hand. #PokemonGO #justsaying pic.twitter.com/V03TyyNs1i

— Hendoc's Pub (@Hendocs) July 10, 2016

Even if your business has not been pre-assigned as a PokéStop, for a few dollars, businesses (or anyone) can purchase a "lure" which temporarily attracts Pokémon - and their seekers - to their location. You can also attract Pokémon Go Players to your location through social media, by providing incentives for members of certain teams, or discounts with screenshots of rare Pokémon. Other businesses are luring in players with more traditional tactics like offering free water and swag to bring in players or creating Pokémon-themed specials. Pokémon Go may not be around forever, or it may be overtaken by other experiences, but it certainly has shown us the next frontier of augmented reality. People are becoming more and more comfortable with incorporating virtual experiences into their real lives, and Pokémon Go is just the start.