4. Half of Twitter’s Users Were Never Even Active
Before you start thinking this is a gross exaggeration, think about the people you know and how they interact online. How many of your friends have signed up for Twitter? Of that number, how many are still posting regularly? Is it difficult to believe, with so many people you probably know now dropping off, that most users never got beyond trying Tweets on for size? Consider this graph, created by Twitter’s own API in mid-2011:
From this, we can clearly see that, by Twitter’s own admission, most tags created in the last 5 years have generated little to no traffic since they were activated. How does this affect us? For one, this inactive user pool is a huge drain on resources for Twitter itself, making it more difficult to police and update services efficiently. Secondly, that pool of 500 million users we think we’re interacting with is probably closer to 200 million. Impressive, yes, but not what we expected. Luckily for everyone, recent expansions in membership are indicating strong increases in user activity, so we’re likely to see this situation improve. In the meantime, we can turn to more established methods to getting our messages out there…
3. Facebook Ads Have a .001% “Success” Rate
Take a second and think back to the last time you were on facebook. Right now? Great. Look to the right side of your screen. How many of those ads are relevant to you? Most of them, probably. But how many times have you ever clicked on one? If you’re like most facebook users, the answer is never. This is a common trend on facebook and by and far the biggest problem facing their investors today.
All in all, this isn’t as big a problem as the numbers would make it out to be. .001% of 845 million active users is still 8,500 customers. Also, .that statistic is a blanket figure applied generally to all facebook advertisers. In reality, well-known and respected companies often have much higher Click and Conversion rates. Still, small businesses face the obstacles created by this low success rate on a constant basis.
To counter the ill effects of low ROI, many small businesses are now investing in the drawing power of their Pages. By creating attractive Landing Tabs and Like-Gates, they can secure Likes and reach a larger and more interested audience for their products. For many small businesses, this is becoming the solution to Facebook marketing and other dwindling Social Media prospects.
2. YouTube Generates More Hours of Content in 1 Month than all Major Television Networks Combined, Ever
How many hours of TV do you think exist? Think about every season of every sitcom you’ve seen or every football game you’ve watched. All of that footage could be uploaded to YouTube in the time it would take to set your DVR. Currently, people upload videos to YouTube at a rate of 48 hours per minute. That’s over 25 million hours a year and growing. While this is great for YT, it doesn’t do much for their users, who have to struggle daily to stay afloat against ever-growing tidal waves of rival content. There aren’t even enough people to watch all of that footage, even with Google creating accounts for all of its members. Yep, they’re doing that.
1. Google+ Members Average Less than 5 Minutes of Use per Month
We’ve all heard the dismal reports about Google+ usage: Growth is slowing down, people aren’t connecting as well as expected, etc.; but our hopes have been kept afloat by the reported increases in membership, the array of new features being introduced, and the relentless television and internet advertising. Now, research firm ComScore Inc. has revealed that that optimism may have been misplaced, releasing a study this week claiming that active Google+ members spend, on average, 3.3 minutes on the sight per month.
Keep in mind, this isn’t all members we’re talking about. If ComScore had factored in all the accounts created since G+’s release, the numbers would probably have been even worse. No, this is a study of people who have accessed their accounts recently, and it’s telling us that the average user spends about 8 seconds on G+ per day. To put that in perspective, most people spend a 2 full minutes a day brushing their teeth.
Obviously, decisions need to be made about the future viability of Google+. Despite the lack of prolonged use, it still has a powerful backing and a variety of user and business-friendly tools, and that has to factor in to any major consideration. In the meantime, it would be best to focus on more popular media.