Social media marketing has a “growth” area — mobile. “Growth” is in quotes, because recent Pew research shows social media use has plateaued, but that usage is shifting from laptop to mobile devices.
“The number of users who access the Internet solely from a smartphone has grown from 12% to 20% over the last two years,” Sophie Maerowitz writes on Oct. 4 in her analysis of the research on The Social Shake Up Show. “That means brands who were early adopters of a mobile-first approach to their website and online properties have an advantage.”
The Pew Research Center announcement of the anaylsis on Sept. 28 states:
“Although the shares of Americans who use certain social media platforms have changed little in recent years, that has not been true with every site. The percent of adults using Instagram, for example, has grown from 28% in 2016 to 35% this year. And looking beyond the adult population, the social media environment of today’s teenagers looks remarkably different than it did just a few years prior.
“Meanwhile, new connected devices continue to emerge. Consumer surveys show that the use of smart TVs and wearable devices has grown in recent years. Nearly half of Americans (46%) use digital voice assistants on smartphones or devices like Amazon Echo, according to a 2017 Pew Research Center survey. A host of items collectively called ‘the Internet of Things’ — ranging from household thermostats and security systems to ‘smart city’ transportation systems — are also coming on the market.”
Meanwhile, overall Google results are mobile-first to reflect search patterns. And, as Maerowitz cites, desktop usage is down to 73% of Americans, a 5% dip since 2016’s 78%.
But we reported a week ago that most social media users are accessing their accounts via their smartphones, often during their work commutes, and they’re mainly checking their Facebook apps. So social media marketing may need to be a frontline mobile optimizer in that ad space.
Here’s some advice about how to do that, from our reporting last week:
One suggestion from Marin for marketers who may not yet have the most mobile-friendly social media marketing experience for consumers:
“Advertise using lead generation ads. Facebook Lead Ads are a fantastic way to encourage consumers to actively engage with your business while keeping them within the familiar Facebook interface. This could be signing up for a newsletter, an offer, more information about your products and more. ... If you notice a high mobile bounce rate, use lead generation ads to gather information from your prospective clients, and control future touchpoints through phone and email.”
Here’s what Facebook says about the ad option:
“When a person clicks your lead ad on Facebook or Instagram, they'll see a form that's already filled with the contact details they've opted to share on Facebook, like their name and email address.
“You can follow up with your leads by downloading them from your Page, or receive them automatically by integrating your email or CRM tool.”
What do you think, marketers?
Please respond in the comments section below.
Related story: 4 Steps for Optimizing Mobile Social Media Ads