Social media—once a competitive, dynamic space—has gotten predictable.
Facebook added a hundred million users in a quarter? What else is new? Facebook is in trouble for failing to stop fake news, extremist messages, and child pornography? Par for the course. Facebook shamelessly copied another Snapchat feature? Yawn.
It’s all been going on for years. And you’ll notice I only brought up Facebook news, since it’s now by far the most significant social media player.
In 2016, Facebook accounted for almost two-thirds of all social media ad spending. Expect that share to increase because, according to a recent BI Intelligence report, the network has added a million more advertisers to its already sizable roster in the last seven months.
That said, there are still plenty of important assumptions surrounding social media that make the rounds in marketing circles. eMarketer’s latest report on social media, the US Social StatPack, brings some much needed clarity to the space.