社群媒体分析：市场占有率分析、产业趋势与统计、成长预测（2024-2029）

社群媒体分析市场规模预计在 2024 年为 60 亿美元，预计到 2029 年将达到 175.7 亿美元，在预测期内（2024-2029 年）复合年增长率为 24% 成长。

社群媒体分析被广泛认为是当前业务场景中重要的业务和行销工具。世界各地的企业都使用社群媒体分析来获取有关消费者认知的可行见解，并改善其服务和产品系列。

主要亮点

• 可连接互联网的行动电话和平板电脑的兴起，加上社交媒体平台用户数量的增加，正在推动预测期内社交媒体分析市场的成长。
• 不断进步的技术进步可以使世界各地的中小型组织更容易使用社交分析工具，从而为一些成长机会铺平道路。
• 消费者回馈变得越来越重要，对社交分析工具的需求也在增加，因为它们在市场上拥有重要的议价能力。现在可以透过社群媒体平台接触消费者，这使得社群媒体分析工具对于世界各地的企业来说更加必要。
• Facebook 的数据显示，截至 2022 年第二季度，每月有效用户数为 29.3 亿。事实上，Twitter 表示每天发送的推文数量超过 8 亿条，这使得社群媒体网路再次在全球范围内普及。
• 市场上正在发生一些策略发展。例如，2021 年 4 月，Meltwater 收购了 Linkfluence，以支援其人工智慧主导的社群媒体分析。 Linkfluence 是一家总部位于法国的 SaaS 公司，利用人工智慧来改善其社群媒体智慧平台，以获得消费者洞察。此次收购将使 Meltwater 能够透过社交聆听和分析为全球企业提供人工智慧驱动的消费者洞察。
• 社群媒体分析组织受到分析过程不一致的困扰，因为安装是劳力密集的，并且需要大量的技术技能。此外，分析和客製化资料既耗时又困难。这是整个社群媒体分析产业发展的主要障碍。
• 由于网路购物和电子商务的增加，COVID-19感染疾病对该行业产生了重大影响。例如，在冠状病毒大流行期间，IBM 和 Influenceial 推出了一款支援 AI 的社交定位解决方案，帮助企业识别值得信赖的社交影响者。这表明，即使在大流行之后，自然语言处理、人工智慧、机器学习和扩增实境等技术的使用也将大幅增加，从而推动市场成长。

社群媒体分析市场趋势

越来越重视有针对性的行销和竞争情报

• 传统广告宣传成效的稳定下降和社群媒体使用的增加导致公司在行销策略中采用更以资料为导向的方法。社群媒体分析的出现改变了当今行销宣传活动的规划和执行方式。
• 在冠状病毒爆发期间，许多政府、医院和公共机构纷纷利用社群媒体管道来提高对这场流行病的认识并与公众建立联繫。这些分析技术用于分析和评估疫情情势。
• Facebook 等社群网路认识到透过付费解决方案为企业提供目标广告的重要性。公司可以利用消费者位置、人口统计和终端设备资讯来接触目标消费者群体。
• 酒店、零售、旅游和其他行业越来越多地使用云端基础的人工智慧驱动的社交媒体分析解决方案，这将推动市场扩张。基于人工智慧的分析服务在世界各地变得越来越流行和普及。
• 2022 年，更多品牌将加强其线上客户服务实践，并转向 WhatsApp 和 Messenger 等新平台，这些平台可能会为成功的线上客户服务提供更有效的技术。您有可能会这么做。

北美占主要份额

• 在预测期内，由于该地区社群媒体用户数量不断增加，预计北美将在全球市场中获得重要的市场占有率。该地区的企业正在使用社群媒体来改善消费者体验。大多数组织透过监控用户参与度和线上活动来优化社​​群媒体资料的优势。
• 到 2022 年，美国和加拿大的 Facebook 月活跃用户将达到 2.64 亿。大约 69% 的美国使用 Facebook，其中 23.6% 的人年龄在 24 岁至 34 岁之间。美国平均每月在 Facebook 上花费 16.1 小时。
• 然而，儘管 Facebook普及，其他社交网站也在扩大市场占有率，尤其是在青少年和年轻人中。 Instagram 和 Snapchat 在美国年轻网路用户中越来越受欢迎。
• 由于人们对社群媒体的参与率很高，亚马逊、IBM和甲骨文等公司引入了社群媒体分析来产生洞察并更好地了解消费者行为，这可以帮助企业并进一步推进策略决策。
• 2022 年 3 月，Brandwatch 收购了影响者行销平台 Paladin。透过此次收购，Brandwatch 扩大了其产品组合併增加了更多有影响力的行销能力。它还帮助品牌与客户建立重要的联繫。 Paladin 平台在全球主要社群媒体平台上发现影响者、管理宣传活动并进行报告。

社群媒体分析产业概述

社群媒体分析市场竞争激烈，由多家公司组成，因此相对分散。在所研究的市场中，有几家专门从事特定市场领域的公司以及其他仅拥有监控工具的公司。大多数领先公司都提供具有广泛功能的综合解决方案。然而，利基公司正在开发新功能。例如，Dataroma 开发了一个即时分析平台，可以显示最佳化机会。随着这些发展，市场透过併购进行整合的空间庞大。两家公司还利用策略合作倡议扩大市场占有率并提高盈利。

其他福利

• Excel 格式的市场预测 (ME) 表
• 3 个月分析师支持

目录

第一章简介

• 研究假设和市场定义
• 调查范围

第二章调查方法

第三章执行摘要

第四章市场动态

• 市场概况
• 产业价值链分析
• 产业吸引力－波特五力分析
  • 供应商的议价能力
  • 消费者议价能力
  • 新进入者的威胁
  • 竞争公司之间的敌意强度
  • 替代产品的威胁
• COVID-19 对市场的影响
• 市场驱动因素
  • 社群媒体用户数量快速成长
  • 更加重视目标行销与竞争情报
• 市场约束
  • 资料和安全相关问题

第五章市场区隔

• 按类型
  • 软体（SaaS 和本地）
  • 服务（专业和管理）
• 按模组
  • 社群媒体监控与追踪
  • 社群媒体测量/聆听与分析
• 按最终用户产业
  • 媒体和娱乐
  • 资讯科技和电信
  • BFSI
  • 零售（含电子商务）
  • 旅行和招待
  • 其他最终用户产业（医疗保健、公共服务等）
• 按地区
  • 北美洲
  • 欧洲
  • 亚太地区
  • 拉丁美洲
  • 中东和非洲

第六章 竞争形势

• 公司简介
  • Sprinklr
  • Synthesio
  • BrandWatch（Crimson Hexagon）
  • Oracle Corporation
  • NetBase Solutions Inc.
  • Meltwater（Sysomos Inc.）
  • Talkwalker
  • Sprout Social
  • Digimind Social
  • Brand24

第七章 投资分析

第八章市场的未来

The Social Media Analytics Market size is estimated at USD 6 billion in 2024, and is expected to reach USD 17.57 billion by 2029, growing at a CAGR of 24% during the forecast period (2024-2029).

Social media analytics is widely considered a significant business and marketing tool in the present-day business scenario. To gain actionable insights into consumer perceptions and improve their services and product portfolio, businesses worldwide use social media analytics.

Key Highlights

• The rise of mobile phones and tablets with access to the internet, coupled with the ever-growing user volume on social media platforms, is boosting the growth of the social media analytics market over the forecast period.
• Incremental technological advancements may pave the way for several growth opportunities by making social analytics tools more accessible to small/medium-scale organizations worldwide.
• The demand for social analytics tools has been bolstered by the increased emphasis on consumer feedback, as they exhibit greater bargaining power in the market. Currently, the consumer is accessible through social media platforms, further reinforcing the need for social media analytics tools for enterprises globally.
• According to Facebook, it had 2.93 billion active monthly users as of the second quarter of 2022. In fact, Twitter stated that more than 800 million tweets are sent each day, reinstating the growing penetration of social media networks at a global level.
• Several strategic developments are taking place in the market. For instance, in April 2021, Meltwater acquired Linkfluence to increase AI-driven social media analytics. Linkfluence is a SaaS company based in France that employs artificial intelligence to improve social media intelligence platforms for consumer insights. Through this acquisition, Meltwater can deliver AI-enabled consumer insights to global companies through social listening and analytics.
• Due to the high installation effort and the demand for critical technical skills, social media analytics organizations suffer discrepancies in analytical processes. Furthermore, data analysis and customization are both time-consuming and challenging. This is a significant obstacle to the overall growth of the social media analytics industry.
• The COVID-19 pandemic significantly impacted the industry due to increased online shopping and e-commerce. During COVID times, for example, IBM and Influential announced a social targeting solution (AI-enabled) to assist companies in identifying credible social influencers. That shows even after the pandemic, there is a significant growth in the usage of technologies like natural language processing, artificial intelligence, machine learning, and augmented reality, boosting the market growth.

Social Media Analytics Market Trends

Increased Emphasis on Targeted Marketing and Competitive Intelligence

• A steady decline in the effectiveness of traditional advertising campaigns and rising social media usage has prompted businesses to adopt a more data-oriented approach to their marketing strategies. The emergence of social media analytics has transformed how marketing campaigns are planned and carried out in the present day.
• During the COVID outbreak, numerous governments, hospitals, and public authorities used social media channels to raise awareness about the pandemic and connect with the public. These analytical methods are used to analyze and evaluate the pandemic condition.
• Social networks, such as Facebook, have realized the importance of targeted advertising that they offer through paid solutions to businesses, wherein location, demographics, and end-device information of consumers are made available for businesses to reach out to the targeted section of consumers.
• Rising usage of cloud-based and AI-powered social media analytics solutions in hospitality, retail, travel, and other industries will boost market expansion. AI-based analytics services are becoming more popular and prevalent across the globe.
• In 2022, more brands may strengthen their online customer service practices and even move to new platforms that may potentially offer more effective technology for customer service to thrive online, such as WhatsApp and Messenger.

North America to Hold Major Share

• During the forecast period, North America is anticipated to have a substantial market share in the global market due to the growing number of social media subscribers in the region. Companies in this region use social media to improve the consumer experience. Most organizations optimize the benefits of social media data by monitoring user engagement and online activity.
• In 2022, there were 264 million monthly active Facebook users in the United States and Canada. Facebook is used by around 69% of US people, with 23.6% of those aged between 24 and 34 years. People in the United States spend an average of 16.1 hours a month on Facebook.
• However, in spite of Facebook's ubiquity, other social networking sites have also gained market share, especially among teenagers and young adults. Instagram and Snapchat are growing in popularity continually among young American internet users.
• Owing to the high participation of the population in social media, companies, such as Amazon, IBM, and Oracle, have been deploying social media analytics to generate insights and gain a better understanding of consumer behavior, which further guides their business and strategic decision making.
• In March 2022, Brandwatch acquired Paladin, an influencer marketing platform. With this acquisition, Brandwatch expanded its portfolio to include more influencer marketing features. It also assists brands in establishing significant connections with their customers. The Paladin platform discovers influencers, manages campaigns, and reports across the globe's major social media platforms.

Social Media Analytics Industry Overview

The social media analytics market is highly competitive and consists of several players that make the market relatively fragmented. Multiple players specializing in a particular vertical of the market, as well as other players with just monitoring tools, are active in the market studied. Most of the major players offer all-encompassing solutions with a broad range of capabilities. However, new capabilities are being developed by niche players; for instance, Dataroma developed a real-time analytics platform indicating opportunities for optimization. Owing to such developments, there is immense scope in the market for consolidation through mergers and acquisitions. The companies are also leveraging strategic collaborative initiatives to increase their market share and increase their profitability.

In February 2022, Qualtrics introduced XM Discover, which makes use of Clarabridge technology to help businesses better understand their customers. Using artificial intelligence and machine learning, XM Discover enables businesses to consolidate input from structured and unstructured data sources such as chat, posts on social media, and review websites onto a single platform.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET DYNAMICS

• 4.1 Market Overview
• 4.2 Industry Value Chain Analysis
• 4.3 Industry Attractiveness - Porter's Five Forces Analysis
  • 4.3.1 Bargaining Power of Suppliers
  • 4.3.2 Bargaining Power of Consumers
  • 4.3.3 Threat of New Entrants
  • 4.3.4 Intensity of Competitive Rivalry
  • 4.3.5 Threat of Substitute Products
• 4.4 Impact of COVID-19 on the Market
• 4.5 Market Drivers
  • 4.5.1 Exponential Growth of Number of Social Media Users
  • 4.5.2 Increased Emphasis on Target Marketing and Competitive Intelligence
• 4.6 Market Restraint
  • 4.6.1 Data and Security-related Issues

5 MARKET SEGMENTATION

• 5.1 By Type
  • 5.1.1 Software (SaaS and On-premise)
  • 5.1.2 Services (Professional and Managed)
• 5.2 By Module
  • 5.2.1 Social Media Monitoring and Tracking
  • 5.2.2 Social Media Measurement/Listening and Analytics
• 5.3 By End-user Industry
  • 5.3.1 Media and Entertainment
  • 5.3.2 IT and Telecom
  • 5.3.3 BFSI
  • 5.3.4 Retail (including E- commerce)
  • 5.3.5 Travel and Hospitality
  • 5.3.6 Other End-user Industries (Healthcare, Public Services, etc.)
• 5.4 By Geography
  • 5.4.1 North America
  • 5.4.2 Europe
  • 5.4.3 Asia-Pacific
  • 5.4.4 Latin America
  • 5.4.5 Middle East & Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Company Profiles
  • 6.1.1 Sprinklr
  • 6.1.2 Synthesio
  • 6.1.3 BrandWatch (Crimson Hexagon)
  • 6.1.4 Oracle Corporation
  • 6.1.5 NetBase Solutions Inc.
  • 6.1.6 Meltwater (Sysomos Inc.)
  • 6.1.7 Talkwalker
  • 6.1.8 Sprout Social
  • 6.1.9 Digimind Social
  • 6.1.10 Brand24

7 INVESTMENT ANALYSIS

8 FUTURE OF THE MARKET