May Marketing Forecast: 10 tantalizing trends we saw in May

The world of social media and online marketing is a volatile one, with platforms and strategies waging constant battles for supremacy and different winners emerging every week. In an effort to keep up, analysts and research firms constantly release surveys, research reports and predictions on leading marketing trends. But who has time to read them all? Stay on top of things with 10 trends that caught our eye last month.

1. An Instagram vs. Snapchat showdown

Takeaway: Businesses are ignoring Snapchat for Instagram.

Analysis: In the game of social media thrones, Instagram is closing in on King’s Landing. Marketers search for Instagram services 12 times more often than Snapchat, according to Fiverr. This is most likely due to the rise of Instagram Stories, which stifled Snap Inc.'s robust growth by 82 percent after their launch, according to some reports. Revenue reflects this, with Instagram enjoying a 27 percent increase from 2016 to 2017, while Snapchat decreased 1.5 percent.

2. Turning to Twitter in the era of fake news

Takeaway: Journalists use Twitter daily, finding value in platform.

Analysis: According to a Muck Rack survey of 400 journalists, 96 percent said they used twitter on a daily basis and 70 percent think Twitter is a valuable reporting tool, while roughly 4 percent thought the same of Snapchat. Tough year for Snapchat, huh?

3. Content marketing to reach $300 billion

Takeaway: Take content marketing seriously in 2017.

Analysis: New research shows that content marketing will be a $300 billion industry by 2019, meaning it will have more than doubled in four years. In response, 75 percent of marketers are increasing investment in content marketing in 2017 and 45 percent of marketers say blogging is their most important content strategy.

4. If you’re reading this, you’ve come too far.

Takeaway: You have less than 1 minute to impress your readers.

Analysis: According to 2017 research, the average reader of B2B or B2C marketing content only spends 37 seconds reading an article or blog post. But the same research shows that long-form blog posts generate nine times more leads than short-form blog posts, both in B2B and B2C marketing. So grab their attention right off the bat and keeping writing!

5. Marketers prefer Facebook

Takeaway: Journalists may prefer Twitter, but marketers still rank Facebook first.

Analysis: Marketers say Facebook is the social network they use and value the most to market their business, according to recent research from Social Media Examiner.

  • 94 percent use Facebook
  • 68 percent use Twitter
  • 56 percent use LinkedIn
  • 54 percent use Instagram
  • 45 percent use YouTube
  • 30 percent use Pinterest
  • 7 percent use Snapchat

6. Video reigns king in social media

Take away: Time spent with digital media will see “solid growth,” especially in the realm of social media and video.

Analysis: In May, Mary Meeker released her much anticipated 355-page internet trends report on topics like smartphone market growth, online advertising, media and interactive games. One of the many interesting tidbits was that over a four-year period, YouTube’s share of mobile traffic has fallen from 30 percent to 20 percent, while Facebook’s increased from 7 percent to 14 percent.

7. Internet ad spend > TV ad spend

Takeaway: Internet advertising dollars will outpace TV spending in 2017.

Analysis: According to a recent report, total global ad spend last year for both internet and TV reached nearly $180 billion, with internet spending expected to grow faster than TV in 2017. Google and Facebook accounted for 85 percent of all growth in internet-based ad spending.

8. Superheros = super social media magic

Takeaway: Superhero movies inspire a super level of social media chatter.

Analysis: Fifty-four percent of people talking about the movie Wonder Woman online are female, per Taykey.  More interestingly, it’s not because of millennials. Gen X women are actually digitally discussing the film the most.

9. Glued to our gadgets

Takeaway: Digital media use continues to grow.

Analysis: According to an internet trends report released in May, the amount of time adults spent with digital media grew in 2016, with average time increasing to 5.6 hours a day (up from 5.4 hours in 2015). Of that, mobile accounted for 3.1 hours (increasing from 2.8 in 2015). Unwelcome numbers for TV and radio execs.

10. Woman make up the majority of mobile gamers

Takeaway: Mobile gamers, most of which are female, do a lot of shopping online.

Analysis: An analysis of activity across 64 million devices by Chartboost found that mobile gaming audiences are 62 percent female and older than 25. In addition, 47 percent of mobile gamers shop online more than three hours per week. By comparison, only 28 percent of non-gamers shop that much online.