Changes to Facebook algorithms and user behavior caused a major drop in their share of visits, opening the door for major growth by Google and Pinterest, a new study from Shareaholic found.
Here are some of the key findings according to Shareaholic’s Craig Zevin:
- Search drove 34.8% of site visits in 2017 compared to 25.6% from Social, reversing 3 years of Social Networks owning the largest share of visits. This presents a dramatic shift in how marketers and publishers should think about promoting content and web pages.
- Facebook lost a massive 12.7 percentage points in share of visits between 2H 2016 and 2H 2017, highlighting just how dramatically usage and impact of the social network has changed.
- Instagram’s share of visits grew 10x year over year in 2017 and Pinterest added 1.5 percentage points to their visit share, more than all other growing social networks combined. These two represent the social networks marketers and publishers need to focus on to grow & capture social traffic.
Be sure to check the study out.
What does this mean? In a nutshell, don’t put all of your eggs in the Facebook basket. Consider ways your organization or business can leverage Instagram or Pinterest.
As always, I would love to hear from you. Let me help your business and organization leverage social media.