Customer Retention Programs Used By the Big Social Media Companies


With customer retention programs at the heart of successful social media brand building, it has become essential for big social media giants to track every view, click and sign-up. The statistics behind social networks inform spend and strategy, permitting the focused targeting of users.

  • Social Media Share Is on the Rise
With over 7.6 billion total global population, the internet has over 4.20 billion users, of which 3 billion are active on social media. In fact, more than 64 percent of brands use a couple of social media channels at least to boost their value. Further, 81 per cent of all small and medium businesses use social media as a platform. Social media users exploded by 121 million between the second and third quarters of 2017 alone.

To give you an idea of how effective customer retention on social media sites is, Facebook Messenger and WhatsApp handle over 60 billion messages in a single day. Customer acquisition is easy too. A new user joins social media every 15 seconds. Social networks earned USD 8.3 billion from advertising in 2016 and 40 billion dollars in 2017. Close to 38 percent of organisations spent over 20 per cent of total ad budgets on social media channels in 2015 alone.
  • Rise of the Video Star
Facebook is gaining more than 8 billion daily average views of its native videos. Snapchat also sees the same number of average daily video views. Videos account for 74 per cent of all traffic online in 2018 and the numbers are only set to rise. At the core of customer retention programs is the stress on such innovative media for connecting more deeply with existing users and encouraging their continued engagement. 
  • The Evolution of Social Media
Social media is an ever-changing and evolving online network and marketers need to focus on constant updates if they want to retain customers. Social media marketing teams focus on handling challenges that come about in a proactive manner. For example, despite facing criticism at the start of 2018 on account of handling of private information of users, Facebook ended the first quarter of 2018 with an increase in advertising revenue and is showing no chance of slowing down.
  • The Power of Pictures
Social media sites like Instagram designed specifically for sharing videos and photos have seen a major spurt in customer retention in recent times. Social media plans are now increasingly focused on pictures, videos and animations. This innovation is effective, when it comes to customer retention programs used by big social media companies. Close to 200 million Instagram users visit one business profile each day. With over 25 million business profiles on Instagram, over 80 per cent of accounts on this social media channel follow a business.
  • The Value of Influencer Marketing
Influencer marketing posts on Instagram have doubled by over 1.5 million in 2017. The numbers continue to grow, not just for this social media platform, but others as well. Influencers generate significantly more engagement than businesses or brands. For example, if Brad Pitt joins Instagram or Taylor Swift is popular on Snapchat, their fans and followers will also remain loyal to these social media brands. The cornerstone of customer retention programs is influencer marketing. With the rise of micro influencers and micro moments, social media brands are cashing in on existing users, even when Microsoft research shows the average human attention span is less than that of a goldfish!

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