The State of Social Media in the U.S. in 2018
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In 2018, social engagement for the average U.S. brand fell 3.2% year over year across Facebook, Twitter and Instagram. Twitter and Instagram captured the majority of the growth in engagement, both increasing by 15% and 23% respectively. Twitter increased from 3.4 billion actions in 2017 to 3.9 billion in 2018, and Instagram increased from 36.3 billion actions in 2017 to 44.6 billion in 2018.
The Shareablee Fact Book explores the platforms, categories, brands and content steering the growth of the social web, and unpacks for marketers the key drivers of engagement.
Table of contents
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| Part 1: Overall Growth | 4 - 7 | Part 2: Category Killers | 8 - 13 |
| Part 3: The Big List | 14 - 35 | Part 4: Top Content | 36 - 46 |
Excerpt Part 1: Overall Growth of Social Media
The total volume of Facebook, Twitter and Instagram actions (Reactions, Comments, Shares, Retweets and Likes) fell 3.2% year over year. Twitter and Instagram are growing at a faster rate (+22%) than Facebook which saw a decrease (-39%). Instagram continues to dominate with over half of the total engagement.
