Social Media Stats & Consumer Content Trends Marketers Need to Know In 2018

By Megan DeGruttola - January 5, 2018
2 mins read time
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Over the past two decades, technology has changed the face of many industries – but maybe none as quickly or ceaselessly as marketing.

From the Internet and smartphones to social media and the Internet of Things (IoT), marketers now have more ways than ever to reach consumers. But with each new platform, channel or tool comes new marketing challenges and opportunities.

The way people discover, research and purchase things will continue to change in 2018. So to help marketers prepare for the new year, we’re sharing the latest evolving consumer trends:

Authenticity is more important than ever

  • 86% of consumers (and 90% of Millennials) say authenticity is important when deciding what brands they like and support. (Stackla)
  • More than half (57%) of consumers think that less than half of brands create content that resonates as authentic. (Stackla)
  • Consumers are 3x more likely to say that content created by a consumer is authentic compared to content created by a brand. (Stackla)

Everyone is now a content creator

  • 85% of people (and 97% of Millennials) say they would share a positive travel experience on social media. (Stackla)
  • 76% of people say they would share a positive food or beverage experience on social media. (Stackla)
  • Nearly 52% of people say they post on social media at least once a month about products they’ve purchased. (Stackla)

Videos are taking over the internet

  • By 2021, 80% of all web traffic will be video. (Cisco)
  • User-generated content makes up 32% of the top videos on YouTube and more than 50% of the top videos on Facebook. (Tubular Insights)
  • People around the world are posting 75% more videos to Facebook than they did a year ago, and 94% more in the U.S. (AdAge)
  • In 2017, 90% of all content shared on social media included videos. (Smart Insights)

Digital ads are getting more competitive 

  • In 2017, digital ad spend officially surpassed traditional TV ad spend, reaching $209 billion worldwide. In 2018, digital ad spend is predicted to grow an additional 13%. (Magna)
  • Although brands are spending 3x year-over-year on content creation, only 5% of brand-created content gets noticed by consumers. (Beckon Research)
  • On Facebook, user-generated content featuring a brand drives 6.9x higher engagement than brand-generated content. (Mavrck)
  • Leading brands, like Toyota, have increased Facebook ad engagement by 440% using user-generated images instead of professional photos. (Stackla)

User-generated content influences people’s purchasing decisions

  • Customers are 6x more likely to purchase a product if the page includes pictures from social media. (AdWeek)
  • 60% of consumers say content from a friend or family member influences their purchase decisions, while only 23% say content from celebrities or influencers have  impacted their purchasing decisions. (Stackla)
  • 57% of Millennials have made travel plans based on an image or video they saw a friend post on social media. (Stackla)
  • 56% of Millennials have decided to eat at a restaurant because they saw a friend post about it on social media. (Stackla)

Photo credit to Ognian Mladenov

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