Social networking is booming, no one doubts it. Many companies have invested in this new medium to take advantage of the commercial windfall it represents.
As of May 2021, the number of active social media users is 4.33 billion, or 55.1% of the world population. Year-over-year, there are more than 521 million new users worldwide, 13.7% more than in April 2020. In the first quarter of 2021, there are approximately 130 million new users.
Speaking figures that invite you not to neglect what could become a significant unexpected prospect for your business.
- Number of active monthly users : 49.6 million people (January 2021)
- 75.9% of the French population are on social networks (January 2021)
- 5.6 million new users between 2020 and 2021, ie a growth of 12.8% (January 2021)
- Time spent : 1h41 a day (January 2021)
- An average user has 6.8 social accounts (January 2021)
- 47.67 million of socinauter access it from their mobile phone, is 96.1% French users (January 2021)
- 25.4% French socionauts use them for one professional use (January 2021)
- 18.8% of social users follow influencers on social networks (July 2021)
Sources: We Are Social, Hootsuite, Moderator Blog, Digimind, Statista
Social networking is an effective way to inform users about the release of a new product / service or to achieve exclusivity on developments and improvements. The “early adopters” who are particularly sensitive to it are still the first to rush into the product. They then share the information with their various communities. You can distribute any kind of data that differs slightly from your usual communication or create links that allow you to direct your enthusiasts to your website. For example, La Redoute offers interesting features on its Facebook page to facilitate the sale of its products. The distance selling company has created an application called “un jour, une list”, which allows internet users to create a gift list and select products for important events such as weddings.
Offer unique deals
Those who follow you appreciate the brand along with their group, so why not reward them for being your first ambassadors? You can offer special offers or deals that only your fans have access to. Another method is to get them to participate in specific competitions, which remains a very good way to build loyalty. In the spring of 2012, the ALT hotel chain organized an Instagram photo competition to create a collective work of art. For almost two weeks, participants were invited to submit images that respected the daily defined theme. Each day, the chain selected 9 finalists, and a big winner won one night at the hotel. In all, more than 80,000 images were submitted, a testament to the success of the operation.
Interact with your community
Another use of social networks, the interaction with your members. They allow you to ask for the opinion of the fans, especially through polls. You can understand what customers really think about your products and possibly use what they suggest to improve it. Through this, you create a close link to your user and invite your followers to connect with each other.
Get to know behind the scenes
Like corporate blogs, social networking is a way to share behind the scenes with users. Anecdotes about situations that have happened, rewards for the company, employees honored … So much information that usually has a hard time reaching the ears of your followers. So why not place them in company privacy (so they can feel a sense of belonging) or refrain from informing them about vacancies? On LinkedIn’s professional network, it is common for companies to create a page and post content to it for the purpose of providing insight into the company’s culture. This is especially the case with Kellogg’s. On the company profile, you can see photos of events organized internally or read videos about future colleagues, which is effective in motivating potential candidates to submit their resume.
Social media can be a great place to advertise. The information collected about users (for those who provide them) makes it possible to submit criteria such as age, occupation, hobbies or geolocation. Last August, Facebook launched a new advertising product that allows advertisers to give more visibility to their events by sharing them directly on the news feed, like a regular ad. Similarly, Twitter has developed a system of sponsored profiles that allows any user to pay to promote their profile. There is also a paid service to recommend tweets, as well as a module to insert videos into advertising tweets.
Communicate and forward editorial content
If your business distributes content, social networking is an excellent relay for your community. Facebook, Twitter, Pinterest and others allow you to convey information that may have nothing to do with the company except the values it defends. Google+ especially offers interesting features for companies that publish content. Luxury companies like Guerlain or L’Oréal use this communication channel to post visual content to their community. L’Oréal regularly communicates on his profile around his mice. As for Guerlain, they took advantage of the opening of their store on the Champs-Élysées to broadcast a video featuring the daily manager and many prestigious guests.