1. The problem with platforms
The big story from 2018 has been the struggles of Facebook, with Pew Research reporting that in the US almost half 18-27 year olds have deleted the app from their phone. They are still checking their account, but obviously not as regularly. The flight was driven by a number of reasons, possibly a feeling that the platform has become the preserve of older generations, but the political issues the company has faced certainly has not helped. As the report points out though there is still uncertainty as to quiet how impactful the platform’s news feed change, which promoted friends and family updates over media and brands – really has been, with some media companies Daily Mail, The Guardian, and LadBible to name but three reporting impressive gains in engagement.
It appears that most brand marketers remain fairly sanguine about the platform, accepting that these days it is very much a pay to play system in which money spent on ads is also rewarded with organic growth. Yet this year has seen brands explore plenty of other platforms options including, ironically enough, the Facebook owned Instagram. The report also mentions how Twitter has enjoyed a good year in courting brands and media companies who are looking for an alternative to Facebook.