Facebook Is a Must for Brands Around the World
The rise of social media over the past decade has presented brands with the opportunity to interact with its clients in ways that would have been unthinkable 15 years ago. Back then, the possibility to communicate with millions of potential customers at relatively low cost would have been every marketers dream.
Today, the problem that brands face is less a problem of lacking opportunity than a problem of choice. There are so many platforms out there that brands have to decide which ones they want to focus on. Some try to be everywhere at once (e.g. Adidas is present on 13 different platforms), but few of these omnipresent brands actually excel on more than a couple of platforms.
A recent study by L2 analyzes the social media presences of 382 brands across 8 verticals and 17 platforms. As our chart illustrates, Facebook is mandatory for any brand and the adoption of Twitter, YouTube and Instagram is also nearly universal. Many brands have yet to adopt Asian platforms though, which offer the potential to reach millions of consumers from countries where access to western social networks is limited.
- Social media marketing penetration in the U.S. 2013-2017Social media marketing penetration in the U.S. 2013-2017
- KPIs for social media marketing worldwide 2014KPIs for social media marketing worldwide 2014
- Amount of time spent on social media marketing per week 2016Amount of time spent on social media marketing per week 2016
- Most popular product brands on Facebook 2016Most popular product brands on Facebook 2016
- Most advertised brands in the U.S. 2015Most advertised brands in the U.S. 2015
- Instagram: video and image post user interactions 2016, by profile sizeInstagram: video and image post user interactions 2016, by profile size
- Reasons for using social media by online retailers in Germany 2015Reasons for using social media by online retailers in Germany 2015
- Consumers' relationship with brands worldwide 2014, by ageConsumers' relationship with brands worldwide 2014, by age
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