- The number of active social media users has increased by 21% in one year; today, more than a third of the world’s population regularly uses these community applications.
- Facebook currently has the most active users (1.7 billion).
- Within 18 months, instant messaging applications will have overtaken social networks in number of users.
More than two-thirds of the world’s population today use a mobile, and 36% of people regularly use social networks, if the presentation is to be believed. Future Social: 10 Key Trends in Social Media published by the digital agency We Are Social. If the mobile and social networks are now widespread, the evolution of their number of users shows that their growth potential is still significant: + 28% of active users on mobile, and + 21% of active users on social networks between 2015 and 2016, again according to We Are Social.
With its 1.7 billion monthly active users, Facebook is now the world’s leading social network, ahead of WhatsApp and Messenger (1 billion users). But when it comes to social networks, the lines are moving: what changes can we expect in the coming months?
Instant messengers, new web browsers
- Instant messaging takes over: within 18 months, messaging applications will have overtaken traditional social networks in number of active users, according to We Are Social. More conducive to private conversations, however, they do not offer the same promotion opportunities for brands. These will now have to inspire conversations in their community, for the authors of the study.
- Evolution of our way of communicating: every day billions of emoji are sent, stickers are imposed in practice, and more and more WeChat users are opting for audio to the detriment of text. Emotion and empathy take an increasingly important place in our communication. A direct consequence of this phenomenon: the quality of the link created between a brand and its community will now count as much as the size of the latter.
- The advent of integrated platforms: from chatbots (more than 11,000 have been developed today), with various functions integrated into messaging, the possibilities offered by these integrated applications are enormous. WeChat, for example, offers a whole range of services to its users, such as money transfer, reading integrated articles, or the possibility of booking a taxi.
The authors of the study identify other strong trends in social media, such as the evolution of video, increasingly interactive, social commerce, or the growing role of influencers.
Social Media Listening: from meaninglessness to indigestion
10 tips for having the right strategy on WeChat