This document provides an overview of social media usage and trends. It shows statistics on the popularity of apps like Facebook, WhatsApp, and Instagram by country. It also analyzes content and engagement trends on Facebook, finding that media companies create better content and that brands should take a more media-like approach. Additional sections cover trends on Instagram, video watching behaviors, customer service on social media, and the rise of chatbots.

1. WELCOME TO
Jan Rezab
Founder & Chairman
@janrezab
/in/janrezab

3. Data: September 2016
1.7 Bn
500 M
313 M
450 M
100 M
1+ Bn
20 M
555 M
100 M 112 M
55 M
1.1 Bn
CONNECTING & CONTENT
1B
806 M
218 M
150 M
MESSAGING
KIK
300 M

4. POPULARITY OF SOCIAL APPS BY MARKET
1st 2nd 3rd 4th 5th 6th
United States Messenger Instagram Snapchat YouTube Facebook WhatsApp
Germany WhatsApp YouTube Messenger Instagram Facebook Snapchat
UK WhatsApp Messenger YouTube Facebook Snapchat Skype
France Snapchat Messenger YouTube WhatsApp Facebook Instagram
Spain WhatsApp YouTube Instagram Messenger Facebook Snapchat
Italy WhatsApp Messenger Facebook YouTube Instagram Snapchat
Russia Periscope WhatsApp VK Viber Instagram YouTube
Ukraine BiP Messenger Viber VK YouTube Instagram Skype
Poland Messenger Facebook Snapchat WhatsApp Instagram Skype
Singapore WhatsApp Messenger Facebook Instagram Wechat Snapchat
Indonesia Line WhatsApp Instagram Facebook YouTube Path
Japan Line Instagram YouTube Twitter Facebook Messenger
South Korea YouTube KakaoTalk Instagram Facebook Messenger -
Vietnam Facebook Messenger YouTube Viber Instagram Line
India WhatsApp Facebook Messenger YouTube Instagram Skype
Brazil WhatsApp Messenger Facebook Snapchat YouTube Instagram
Mexico WhatsApp Messenger Facebook YouTube Instagram Snapchat
Colombia WhatsApp Messenger YouTube Facebook Instagram Snapchat
Turkey WhatsApp Facebook Messenger Instagram YouTube Snapchat
Saudi Arabia Snapchat WhatsApp Instagram Line Telegram Twitter
United Arab Emirates WhatsApp iMo Facebook Skype Messenger YouTube
Pakistan WhatsApp YouTube Facebook Messenger iMo Skype
Phillippines Messenger Facebook Instagram YouTube Snapchat Viber
Egypt Facebook Messenger WhatsApp YouTube Instagram Line
South Africa WhatsApp Facebook Messenger Instagram Snapchat Skype
1st 2nd 3rd 4th 5th 6th
United States Messenger Facebook Snapchat Instagram WhatsApp Kik
Germany WhatsApp Messenger Facebook Instagram Skype Snapchat
UK WhatsApp Messenger Facebook Instagram Snapchat Skype
France Messenger Facebook Snapchat WhatsApp Instagram Skype
Spain WhatsApp Facebook Messenger Instagram Skype Snapchat
Italy WhatsApp Messenger Facebook Instagram Telegram Skype
Russia WhatsApp VK LINK Viber OK Skype
Ukraine Link Messenger Viber VK Skype OK Facebook
Poland Messenger Facebook Snapchat Instagram WhatsApp Skype
Singapore WhatsApp Facebook Messenger Wechat Instagram Viber
Indonesia Line WhatsApp Messenger Instagram Line Path
Japan Kakao Instagram Twitter Facebook Messenger Skype
South Korea Facebook Facebook Messenger Instagram - -
Vietnam WhatsApp Zaio Messenger Viber Line -
India WhatsApp Facebook Messenger Hiku Instagram Skype
Brazil WhatsApp Facebook Messenger Instagram Snapchat iMo
Mexico WhatsApp Messenger Facebook Instagram YouTube Snapchat
Colombia WhatsApp Messenger Facebook Instagram Snapchat -
Turkey WhatsApp Facebook Messenger Instagram Snapchat BiP Messenger
Saudi Arabia WhatsApp Facebook iMo Messenger Instagram Snapchat
United Arab Emirates Facebook WhatsApp iMo Messenger Skype Viber
Pakistan WhatsApp Messenger Facebook iMo Instagram Skype
Phillippines Facebook Messenger Instagram Viber Skype YouTube
Egypt Facebook Messenger WhatsApp Instagram Viber iMo
South Africa WhatsApp Messenger Facebook Instagram BiBM iMo
iOS Android
4/5 TOP POSITIONS
IN TOP 25 COUNTRIES
WORLDWIDE
ARE OWNED
BY FACEBOOK

6. FACEBOOK INTERACTIONS BY INDUSTRY
Sample: large FB pages (500k+ Fans) - 7k+ pages, 4.8+ mil posts
COMMUNITY
CELEBRITIES
BRANDS
MEDIA
ENTERTAINMENT
SPORT
SOCIETY
PLACE
24%
21%
16%
15%
11%
7%
5%
1%
17%
17%
11%
38%
6%
6%
4%
1%
2013 2016

7. DIFFERENCE OF MARKET SHARE ON FACEBOOK PAGES
Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans
Difference in Interaction Distribution (2013 to 2016)
COMMUNITY CELEBRITIES BRANDS
MEDIA
ENTERTAINMENT SPORT SOCIETY PLACE
- 7% - 4% - 5% - 5% - 1% - 1% 0%
23%

8. CONTENT TYPE SPLIT ON FACEBOOK
Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans (Sept 15 - Sept 16)
PHOTO / ALBUM
LINK
VIDEO
STATUS
65%
18%
16%
1%
2016
Post Type Distribution

9. IMPACT OF INSTANT ARTICLES & NATIVE VIDEOS
Sample: 4.8+ million posts from 7 000+ Facebook Pages with over 500k Fans (Sept 15 - Sept 16)
Difference in Post Type Distribution (2015 to 2016)
PHOTO / ALBUM
LINK VIDEO STATUS
7% 5% 0%
- 12%

10. MEDIA KNOW HOW TO
CREATE CONTENT
BRANDS NEED TO BECOME
MORE LIKE MEDIA HOUSES

13. MEDIA CREATE BETTER CONTENT
Time Range: September 2014 - September 2016
Sample: 5,828 brand and 391 media Facebook Pages
0
0,2
0,4
0,6
0,8
1
1,2
1,4
MEDIA
Sep 2014 Sep 2016
BRANDS
Organic Reach Evolution

14. IMPRESSIONS DISTRIBUTION
Time Range: September 2014 - September 2016
Sample: 5,828 brand and 391 media Facebook Pages
0%
20%
40%
60%
80%
100%
0%
20%
40%
60%
80%
100%
Sep 2014 Sep 2016 Sep 2014 Sep 2016
VIRAL/SHARED PAID ORGANIC
Brands Impressions Distribution Media Impressions Distribution

15. 0
2
4
6
8
10
12
FACEBOOK CHANGES NEWS FEED ALGORITHM
ALL THE TIME
Time Range: September 2014 - September 2016
Sample: 5,828 brand and 391 media Facebook Pages
MEDIA
BRANDS
Organic Impressions / Reach
Sep 2014 Sep 2016Feb
2015
Apr
2015
May
2016
Jan
2016

16. 0
10
20
30
40
50
FACEBOOK CHANGES NEWS FEED ALGORITHM
ALL THE TIME
Time Range: September 2014 - September 2016
Sample: 5,828 brand and 391 media Facebook Pages
Total Impressions / Reach
Sep 2014 Sep 2016
MEDIA
BRANDS
Feb
2015
Apr
2015
May
2016
Jan
2016

19. 0
40 000 000
80 000 000
120 000 000
160 000 000
200 000 000
INSTAGRAM IS A MORE NATURAL PLACE FOR BRANDS
AND STORYTELLING THAN FACEBOOK
Sample: 500 largest Facebook brand Pages and 500 largest Instagram brand profiles
Time range: October 2015 – September 2016
Oct 2015 Sep 2016
Total Interactions

20. ON INSTAGRAM, MEDIA ARE SMALLER THAN BRANDS
Sample: 3 546 brand pages
Time Range: June 2015 - October 2016
0
200 000 000
400 000 000
600 000 000
800 000 000
Total Interactions
Jun 2015 Sep 2016
Total Posts
Jun 2015 Sep 2016
0
40 000
80 000
120 000
160 000
BRANDS MEDIA

21. INSTAGRAM STILL BIGGER
THAN SNAPCHAT
500 M 150 M

23. VIDEO RETENTION REMAINS THE SAME
FOR ORGANIC AND PROMOTED VIDEOS
0%
25%
50%
75%
100%
0% 25% 50% 75% 100%
Brands Video Retention by Promotion
ORGANIC
PROMOTED
View Through Rate

24. 85% OF VIDEOS
ARE PLAYED
WITHOUT SOUND

25. 94% OF VIDEOS
ARE AUTOPLAYED

26. VIDEOS PUBLISHED BY MEDIA PAGES
HAVE WORSE RETENTION
0%
50%
100%
0% 50% 100%
0%
5%
10%
15%
20%
MEDIABRANDS
Video Retention Percentage of Sound-On Views
MEDIA
BRANDS
View Through Rate

28. CUSTOMER
CARE ON
FACEBOOK
Q3 2016
CUSTOMER
CARE ON
TWITTER
Q3 2016
76.7%RESPONSE RATE
1.8MPUBLIC DEMAND
33.8%RESPONSE RATE
8.2MPUBLIC DEMAND

29. CUSTOMER CARE BY INDUSTRY
Industry Questions
Respondable
Response
Rate
Telecoms 889 401 90.8%
Retail 134 247 74.2%
Ecommerce 131 950 59.5%
Services 108 350 70.3%
Electronics 88 518 59.7%
Airlines 72 727 77.1%
Finance 69 209 78.6%
Retail Food 49 728 61.0%
FMCG Food 44 734 58.7%
Beauty 42 347 52.5%
Industry Questions
Respondable
Response
Rate
Telecoms 1 802 545 54.4%
Ecommerce 966 801 21.1%
Services 953 172 39.8%
Electronics 687 758 23.9%
Software 511 028 10.1%
Finance 540 623 45.2%
Retail 533 142 33.6%
Airlines 459 677 45.6%
Retail Food 375 494 20.0%
Fashion 177 192 16.5%

30. TOP SOCIALLY DEVOTED BRANDS ON FACEBOOK
Rank Brand Industry Country Questions Received Response Rate
1 Telkomsel Telecoms Indonesia 346 942 96.2%
2 Robi Axiata Limited Telecoms Bangladesh 198 418 99.9%
3 Grameenphone Telecoms Bangladesh 14 601 99.0%
4 TIM Telecoms Italy 7 539 99.3%
5 KLM Royal Dutch Airlines Airlines Netherlands 7 638 97.7%
6 banglalink mela Telecoms Bangladesh 7 662 88.7%
7 YouSee Telecoms Denmark 5 955 99.5%
8 Orange Telecoms Poland 5 578 98.6%
9 Telkom Care Telecoms Indonesia 5 312 99.9%
10 Deutsche Bahn Services Germany 5 275 98.0%

31. TOP SOCIALLY DEVOTED BRANDS ON TWITTER
Rank Brand Industry Country Questions Received Response Rate
1 Telkomsel Telecoms Indonesia 184 677 95.4%
2 Telkcom Care Telecoms Indonesia 45 101 97.3%
3 Indosat Ooredoo Care Telecoms Indonesia 45 452 86.5%
4 STC Telecoms Saudi Arabia 65 934 73.6%
5 ASOS Here To Help Ecommerce United Kingdom 28 400 83.4%
6 Halo BCA Finance Indonesia 20 000 91.6%
7 EE Telecoms United Kingdom 34 282 72.6%
8 Virgin Media Telecoms United Kingdom 44 187 67.4%
9 NS online Services Netherlands 27 243 72.5%
10 boohoo help team Ecommerce Global 13 769 85.9%

32. CUSTOMER SERVICE ON FACEBOOK MESSENGER
Sample: 171 brand page (Q3 2016)
0%
25%
50%
75%
100%
0
200
400
600
800
84% 16%
Questions Response Rate Questions DistributionQuestions Response Time
DIRECT MESSAGE QUESTIONS WALL QUESTION

33. BOTS

34. 2016 - THE YEAR OF BOTS
MANY MAJOR MESSENGERS LAUNCH BOTS
May 2016
SKYPE
600M Users
Web bots only
March 2016
KIK
200M Users
June 2015
TELEGRAM
100M Users
April 2016
FACEBOOK
MESSENGER
900M Users

35. THE “APP FATIGUE” DIFFICULT TO GET USER’S
ATTENTION. 65% OF USERS DOWNLOAD NO NEW APPS
PC SMARTPHONES MESSAGING
WEBSITES APPS BOTS

36. MEASUREMENT
CHALLENGE

37. PICK
THE RIGHT
METRICS
DEFINE
BUSINESS
OBJECTIVES
MANAGE
COSTS,
MEASURE ROI
Reach
Engagement
Actions (clicks etc.)
Cost of Production
Cost of Advertising
Growing Web Traffic
Customer Acquisition
Customer Retention
Brand Awareness

39. THANK YOU

40. Jan Rezab
Founder & Chairman
@janrezab
/in/janrezab