2016
has been an eventful year in social media. We've witnessed the
ascendance of Snapchat and the struggles of Twitter. Facebook targeting
new networks it sees as threats and major acquisitions. So let's take a
look back at a list of 5 numbers and what they meant for social media in
2016.
1 Billion - WhatsApp Users
In February WhatsApp reached the 1 billion user milestone. In reaching this Facebook now has two separate messaging services, Facebook Messenger and WhatsApp, with over 1 billion users. Though
WhatsApp is primarily a messenger app, its value is far greater than
just that and Facebook clearly sees bigger things for WhatsApp than that
as well. They’ve started integrating Snapchat-like features into the app and have been experimenting with sharing user data between WhatsApp and Facebook.
$26.6 Billion - Microsoft Purchases LinkedIn
In June we saw Microsoft purchase the
professional network LinkedIn for $26.6 Billion. Though surprising at
first, this was a clear move from Microsoft to increase its foothold in
not only social networking but also business and the CRM space as they
face stiff competition from the likes of Salesforce. Since the purchase
changes have been coming slowly including redesigned company pages. The most significant changes have been in LinkedIn’s much more aggressive moves towards data collection.
LinkedIn has had a wealth of professional data for a long time but
these actions make it clear where Microsoft sees the value in the
service. They recently rolled out a salary comparison tool which at its core is about gathering more specific salary data for the platform. Additionally, they’ve revamped their endorsement system for greater data gathering and accuracy.
150 Million - Daily Active Users on Snapchat
Also in June, Snapchat announced that there are over 150 Million daily active users
on the social network. This was a major event for a number of reasons.
Firstly they reached this in 4 years whereas it took Facebook 5 years to
reach the same number but the biggest reason for celebration was that
this number brought Snapchat above Twitter in terms of daily active
users. Twitter, as we all know by now, has been struggling lately
and this news just continues to show that the momentum has shifted
elsewhere. Snapchat has been on the rise and is now seen as a threat to
Facebook, as evidenced by Facebook’s constant copying of the service, in a way that Twitter was copied many years ago.
140 Characters - Twitter Relaxes What Counts
In an effort to counter growth stagnation, Twitter announced in May that they would be making some changes to what counts towards
the 140 character limit on the service. These were welcome changes
which included photos, videos, quote tweets, and polls no longer
counting towards the limit, allowing for longer tweets to still include
multimedia which has been shown to help improve engagement.
Beyond changes to character limits, Twitter also announced changes to
the @mention system and the ability to retweet yourself. Though some of
these changes are still in the works, they signified that Twitter was looking to make some real changes to the service though it might be too little too late.
500 Million - Users on Instagram
Facebook and its services asserted their dominance quite a bit this year. Instagram announced
that it had reached 500 million users and 300 million daily active
users this summer. While the number of users has been a major boon for
Instagram, and one that shows just how popular the service has become,
another stat that was slightly obscured was that the average user
session on Instagram was 21 minutes.
This indicated that not only were there a ton of people on the service,
but that they were also heavily invested in the service and using it.
Mix that in with the introduction of Instagram Stories to combat the rise of Snapchat and it’s clear that Instagram is fighting aggressively to maintain its growth and dominance.
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