SOCIAL MEDIA LANDSCAPE 2015.11.12
FACEBOOK TRENDS
ALL USER BASE Facebook continues strong growth in all Baltic countries. With 1.400.000 users social network in Lithuania has 45% penetration among all population. By most recent measurements Lithuanian population on facebook grew by an impressive 100.000. In Latvia Facebook also continues stable growth and now has 650.000 users and and 33% penetration. Estonia is also growing fast with 590.000 users and 47% penetration of all population. Estonia 590 000 +10.000 users from 2015 september Latvia Lithuania 650 000 +10.000 users from 2015 september +100.000 users from 2015 september 1400 000-300 000 600 000 900 000 1200 000 1500 000
DEMOGRAPHIC DISTRIBUTION 18-24 and 23-34 age groups form the majority of facebook users in all Baltic countries. However, Estonia has most mature facebook audience with the highest share of 35-54 users (32,54%) compared to LT (25,71%) and LV (28,92%). Latvia has the biggest share of 25-34 users (33,85%). Recently Lithuania had a high increase in 25-34 age group, whichnow has almost 29% of all Facebook audience. Demographics Lithuania 71 000 30 000 130 000 130 000 Demographics Latvia 34000 15000 51000 Demographics Estonia 19100 46000 40000 230 000 360 000 68000 120000 150000 72000 120000 120000 400 000 220000 170000 13-17 18-24 25-34 35-44 45-54 55-64 65+ 13-17 18-24 25-34 35-44 45-54 55-64 65+ 13-17 18-24 25-34 35-44 45-54 55-64 65+
USAGE TRENDS - LITHUANIA Number of Facebook daily users in Lithuania continues to grow and now social network is accessed by 830.000 people daily (+20.000 from september) or 59% of all fb users are using it daily. Facebook usage via mobile devices continues to grow Now 620.000 people (+30.000 from september) or 75% of all daily users access facebook daily on mobile devices. More important is that 310.000 (-10.000) or 37% of all daily users are accessing it only via mobile devices. 1600 000 1400 000 1200 000 1000 000 800 000 600 000 400 000 200 000 Facebook usage in Lithuania 1400 000 1276 923 830 000 620 000 520 000 310 000. - Total users Total monthly Total daily Daily mobile Daily desktop Daily mobile only
USAGE TRENDS LATVIA Facebook usage in Latvia 700 000 650 000 Number Facebook daily users in Latvia hasn t changed since september. Social network is accessed by 370.000 people daily or 57% of all fb users are using it daily. 600 000 500 000 569 231 Facebook usage via mobile devices continues to grow. Now 270.000 people (+30.000 from september) or 65% of all daily users access facebook daily on mobile devices. Number of people daily using facebook only via mobile devices hasn t changed and is equal to 150.000 or 41% of all daily users. 400 000 300 000 200 000 100 000 370 000 270 000 220 000 150 000. - Total users Total monthly Total daily Daily mobile Daily desktop Daily mobile only
USAGE TRENDS ESTONIA Facebook now has 320.000 (-60.000) daily users in Estonia and 54% of all Estonia facebook users are accessing social network daily. Out of 320.000 daily facebook users 190.000 (-50.000) or 59% of all daily users are doing it on mobile and 80.000 (-160.000) or 25% of all daily users are reaching facebook only via mobile. 700 000 600 000 500 000 400 000 300 000 200 000 Facebook usage in Estonia 590 000 444 444 320 000 240 000 190 000 100 000 80 000 - Total users Total monthly Total daily Daily mobile Daily desktop Daily mobile only
USAGE TRENDS ALL COUNTRIES Mobile only daily 42% 41% 37% Estonia has the highest share of all daily users accessing Facebook only via mobile devices (42%) and the highest share of daily users accessing network via desktop (75%). Desktop daily 59% 63% 75% Lithuania leads in mobile daily users (75%) and daily users in general (59%). Mobile daily 59% 73% 75% Daily users 54% 57% 59% 0% 10% 20% 30% 40% 50% 60% 70% 80% *Mobile only daily calculated as a share of all daily users. **Desktop daily and mobile daily calculated as a share of all daily users ***Daily users share calculated as a share of all facebook users Estonia Latvia Lithuania
NEW FORMATS
LOCAL AWARENESS ADS Facebook recently launched local awareness ad format in the Baltic region. This ad format allows advertisers to show ads for people near their businesses on desktop/mobile newsfeed. Precision of this targeting is 1km around your store. Companies with physical locations can take full advantage of this newly introduced format by reaching people near with business with relevant massages and 4 different call-to-action buttons: Send Message, Call Now, Get Directions, Learn More. Our practice with Statoil shows that local awareness ads drive measurable foot traffic and sales in physical stores. Clients with multiple locations can setup multiple campaigns for each campaign in minutes, so it s very easy to setup large scale, but individualized campaigns. Check here to learn about benefits of setting up multiple locations under one facebook page: https://www.facebook.com/business/a/facebook-locations Click on the image below to learn more:
LEADS ADS 2 nd recently released format is lead ads. It s an ad format, that allows advertisers to create lead forms and promote it on mobile newsfeed. It could be setup in minutes and is widely applicable for any business: from insurance offering to get the price offer or car dealers offering a test drive to local ice cream shop asking which ice cream taste you like the best. You can choose fields that should be auto populated (age, gender, city etc.) and up to 3 additional questions you d like to ask. We are testing lead formats with multiple clients and early results very promising results most leads prices are below the historic CPAs. Click here to learn more about lead.
INSTAGRAM ADS Instagram ads are finally here! Instagram ads are now available worldwide. Instagram has impressive growth in all Baltic countries, millenials being the majority of the audience. For many adversiters seeking to establish their brand among younger audience Instagram is a very attactive channel. All advertising is bought/managed withthe same platform advertisers manage ads on facebook: power editor. Instagram ads currently support Website Conversions, Video Views, Mobile App Installs and Clicks to Website. Early tests shows great results. Click on any image below to see the post. Investment: 50 eur Impressions: 60.049 Reach: 37.163 Video views: 11.320 View price: 0,004 eur Post likes: 540 Investment: 50 eur Impressions: 94.966 Reach: 50.811 Video views: 26.373 View price: 0,002 eur Post likes: 2.662
VIDEO IN CAROUSEL Carousel ads is one of the most successful Facebook advertising format, which we use with multiple clients. This format offers great user engagement and drives measurable value (sales, registrations, downloads etc.). Now carousels supports video, so instead of static images you can upload videos that autoplay in the newsfeed or make carousel part static part video. Click on the image below to see creative examples of carousel format:
SLIDESHOW VIDEO Facebook is actively competing with YouTube fore advertising dollars. Key issue in getting more video advertising revenues is high video development costs related to video production. That s why for advertisers Facebook offers to upload 3-7 images, set desired length and Facebook automatically creates video slideshow video. Click on the image below to learn more about slideshow videos.
STATE OF INSTAGRAM
ALL USER BASE Instagram had a very strong growth in Latvia and Estonia. Comparing Instagram and Facebook numbers it s clearly seen that Instagram has a much faster adoption than Facebook in Latvia and Estonia. Instagram is a very powerful network to communicate with younger audience. Both men and women. Estonia 140 000 Latvia 170 000 Lithuania 200 000-300 000
INSTAGRAM LITHUANIA 200.000 ACTIVE USERS 65+ 740 540 With 200.000 active users Lithuania has the biggest Instagram community across all baltic states. 55-64 290 640 Instagram creates great opportunity to reach highly social young women, since 47% of Instagram users are women aged 13-24. 45-54 35-44 1000 3500 1600 6600 Following these demographics, Instagram could be very interesting communication channel for fashion oriented brands. 25-34 18-24 36000 17000 28000 64000 13-17 12000 30000-60000 -40000-20000 0 20000 40000 60000 80000 Females Males
INSTAGRAM LATVIA 170.000 ACTIVE USERS 65+ 400 470 Instagram in Latvia has grown quite significantly and is not very close to Lithuanian Instagram population. Following this trend we can tell that Latvian Instagram community could be accessible to more diverse brands covering older age groups. 55-64 45-54 35-44 25-34 22000 370 1200 5200 710 2800 8800 33000 18-24 30000 41000 13-17 8300 18000-40000 -20000 0 20000 40000 60000 Females Males
INSTAGRAM ESTONIA 140.000 ACTIVE USERS 65+ 380 390 Estonian Instagram user base is of similar size to Latvian. Howere, Instagram community in Estonia is much more dominated by females. Women aged 13-34 capture 34% of all Instagram userbase in Estonia. 55-64 45-54 210 930 500 2300 With the growing Instagram userbase, this channel becomes very attractive to FMCG and fashion brands oriented to women. 35-44 25-34 16000 4200 7300 26000 18-24 22000 32000 13-17 7500 15000-30000 -20000-10000 0 10000 20000 30000 40000 Females Males
PREPARED BY GYTIS LABAŠAUSKAS gytis.labasauskas@iprospect.com