3. TOP SOCIAL MEDIA GROWTH
TRENDS ENTERING 2015
The social media continue their fierce
growth patterns adding users daily
throughout the world.
Pinterest was the fastest growing social
network in 2014 as it reached 200-million
active users last year.
Globally the social network to watch is
Instagram which recently surpassed Twitter in
the total worldwide user count and has
increased its user base by 23% is just the past
Google+ enjoys a much better social
networking site growth rate than most realize
ranking at 540-million active users today.
• Facebook has over
1.15 billion users
• Twitter has over 650-
• Google+ has over
total user accounts.
• YouTube has over 1-
billion active monthly
• LinkedIn has 380-
million users today.
4. SOCIAL MEDIA USER
TRENDS FOR 2015
Multi-platform use is on the rise: 52% of online adults
now use two or more social media sites, a significant
increase from 2014, when it stood at 42% of internet
For the first time, more than half of all online adults 65
and older (56%) use Facebook. This represents 31% of
For the first time, roughly half of internet-using young
adults ages 18-29 (53%) use Instagram. And half of all
Instagram users (49%) use the site daily.
For the first time, the share of Internet users with
college educations using LinkedIn is over 50%.
Women dominate Pinterest: 42% of online women
now use the platform, compared with 13% of online
7. 2015 SOCIAL MEDIA
CHANNEL USER FACTS
74% of online adults use social networking
40% of smartphone owners use a social
networking site on their phone.
71% of online adults use Facebook.
28% of online adults use Pinterest.
28% of online adults use LinkedIn.
26% of online adults use Instagram.
23% of online adults use Twitter.
9. Social Media & Mobile
• Social media via mobile technology
started quite a few years back and is
expected to continue its growth
through 2015 as well.
• More and more people are going to
access social media through their
mobile devices, and recent trends
show that the rise in the number of
users who use only mobile to access
social media has been much more
than those using any other forms of
• Social media platforms are
expected to make their services
• A number of new apps for the social
media platforms are expected to
emerge and these will make it easier
for the users to access social media,
no matter where they are.
12. THE MAJOR SOCIAL
MEDIA TRENDS OF 2015
A greater emphasis on online customer services
exists in the social media today.
More and more very specialized niche social
networks are developing online.
There is much buzz in the social media about
wearable tech (watches, etc.) enabling more and
more social media chat.
Lot’s of user desire to build relationships with vloggers
(video bloggers) online.
User desires highlight a desire for greater social
media privacy protection.
Social media users want more caring and less selling
on social media networks.
13. THE MAJOR SOCIAL
MEDIA TRENDS OF 2015
The chances are great that 2015 will bring even
more anonymous social media like those launched
in 2014 (Whisper and Secret).
Businesses will finally get it and stop pitching and
begin to relate to their customer base through the
“Buy” buttons are likely to become a frequent
faceplate in both Twitter and Facebook as both
have tested their use throughout 2014.
Short videos in the social media will become
increasingly favored options by users.
All of the social media will be more and more
designed for use on mobile devices like smartphones
14. THE IMPACT OF THE SOCIAL
MEDIA ON SOCIETY IN 2015
Do social networking sites isolate
people and worsen their relationships
or do they actually enhance and
Social networking sites are
increasingly used to keep up with
close social ties
The average user of a social
networking site has more close ties
and is half as likely to be socially
isolated as the average American
Facebook users are more trusting
Facebook users have more close
Internet users get more support
from their social ties and
Facebook users get the most
Facebook users are much more
politically engaged than most
Facebook revives “dormant”
MySpace users are more likely to
be open to opposing points of
Audio and video will dominate
social media marketing in 2015.
More and more social media users
will pay to play in online gaming
18. KEY SOCIAL MEDIA USAGE
FACTORS IN 2015
The size of the social media network still
Social media channel growth dynamics
offer surprises across the board for
businesses like B2B, B2C, nonprofit, and solo
entrepreneurs. LinkedIn’s the winner for
Social media usage extends across multiple
The average social media user has 5.54 different
16 to 24 year olds have an average of 6.6
24 to 36 year olds use the most different social
networks for an average of 4.2 channels.
19. KEY SOCIAL MEDIA USAGE
FACTORS IN 2015
Social media usage extends across
8% of Internet users visited Facebook,
YouTube, Twitter, and Google+ in the past
One third of Internet users visited YouTube,
Facebook, and Twitter in the past month.
90% of Facebook visitors also visit YouTube and
almost half visited Twitter in the past month.
Social media activity moves to apps.
Participation motivation powers social
23. LET’S TAKE A CLOSE LOOK AT
THE USERS OF FACEBOOK
Looking demographics of Internet
users, we find that Facebook skill
skews strongly toward women.
Facebook is the top social network
for teens in the U. S.
Instagram has edged out both
Facebook & Twitter in terms of
prestige among young users.
Twitter us leaning slightly toward
LinkedIn is more popular than
Twitter among U. S. adults.
YouTube reaches more 18 to 49
year old adults than any single
cable TV network.
29. SOCIAL MEDIA TRENDS FOR 2015
Social media continue to
propel consumer spending.
Friends will influence your
spending through the social
New social media networks
will rise; watch Yik Yak and
Advertising on Facebook &
Twitter becomes an essential
of social media marketing
Image-based social media
will be most influence buying
Publishing on LinkedIn will
increase in popularity.
Content marketing will remain
an effective social media ad
Social media will continue to
drive customer service.
Marketing to millennials in the
social media becomes
The purchasing power of
minorities will increase in the
30. WHEN USING THE SOCIAL
MEDIA CHANNELS IN 2015
As a communicator
using multiple social
Engage your audience by
being genuine, generous,
Generous by asking for their
opinions in the social media.
Grateful by rewarding them
by giving them something
in return for their help.
36. TWITTER LAUNCHES A BETA
VERSION OF VIDEO ADS
Twitter has recently launched
a beta version of their
Promoted Video Ads service,
taking a huge marketing step
to encourage marketers into
focusing on online video
Vine is Twitters micro-video
service with 6-second
promoted video ads.
Promoted Video Ads allow
video promotion on Twitter for
the first time ever, offering
great video analytics through
a pay-per-click system.
37. TWITTER: FROM VINE VIDEO
TO VINE FOR KIDS APP
On January 30, 2015, Twitter
launched its new Vine Kids,
a separate stand-alone
video sharing tool aimed at
Twitter said the new app is
meant to be a place full of
short videos appropriate for
kids to watch.
Vine Kids is available only for
Apple iOS, and no word on
if or when it will be coming
38. GOOGLE ENAHCNES ITS YOUTUBE
VIDEO ADWORDS WITHOUT GOOGLE
Google’s made its marketing
move on YouTube by
enhancing its Video
AdWords just on YouTube.
This new ads update allows
YouTube video marketers to
gather and handle their own
analytics data right within
YouTube rather than having
to go to Google’s AdWords.
Social media video
marketing is on its way to
even better storytelling
Explainer videos explain any product in
under 2-minutes while Screencast videos
(below) showcase how a product works.
39. SOCIAL MEDIA ARE A BIG DEAL
ON MOBILE DEVICES IN 2015
Social apps are a very big
deal with mobile devices
like smartphones and
65% of social network traffic
is from mobile devices in
What does this mean?
Online users first choice is to
access the social media
channels via mobile devices.
Web designers MUST take
mobile device websites
seriously using responsive
42. e-COMMERCE CONVERTS TO
s-COMMERCE FOR THE SOCIAL
MEDIA NETWORKS IN 2015
Among the biggest trends in social media is e-commerce over the social
networks [social or s-commerce].
More and more social media networks are developing means by which to
handle payments within their own channels.
Simply put, the shorter the path to payment conversion, the greater
chance that the transaction takes place.
Such social networks as Facebook, Twitter, Tumblr, and Snapchat are
working with s-commerce in 2015.
53. WHAT DOES ALL OF THIS MEAN
FOR SOCIAL MEDIA USERS IN
2015 AND BEYOND?
The social media landscape is always in a state of flux
and change so keeping pace with all of the social
channels is a real challenge in the 21st Century.
Social media are transitioning to local and mobile-based
Social media users are self-appointed leaders sharing their
experiences across multi-channels.
Consumers become self-published journalists and
videographers through a wide variety of social media
New iOS apps provide easy video storytelling over mobile
smartphones and tablets.
Social media channels have become essential to today’s
communication where even CEOs introduce themselves to
consumers through variety of different mediums.
54. About the Author
Dr. Parcells teaches advertising, corporate
communication, marketing communications, Internet &
web technology, media management & economics,
and social media marketing in the Department of
Communication at Austin Peay State University in
Website Address: http://DrParcells.org.
Frank E. Parcells (Ph. D., Professor of
Communication) @ Austin Peay State University