This Week On Social - Q5 Is Coming, Instagram Overtake Facebook, LinkedIn Lures Creators!
Each week, the marketing team at The Goat Agency pull together the latest news from the social space in a weekly social media news round-up. 👩🏻💻
This week we're looking at what Q5 is and why brands should prepare for it (with the help of TikTok), Instagram takes over Facebook in the EU, Creators are realising the power of LinkedIn, and so much more...
Don't Miss This Week's Headlines!
(1/5) Q5 Is Coming, Are You Ready? 👀
Ever heard of Q5? No, it’s not a new streaming service.
TikTok is giving you the playbook to conquer the post-Christmas craze as they dive into why Q5 is the 'golden opportunity for marketers'! Let’s dive into the essentials:
So what on Earth is Q5? Q5 is the golden period from post-Christmas to early January, where people are in holiday mode, hunting for deals and planning their New Year’s resolutions.
Key insights from TikTok:
What should you be doing:
Adapting your strategy to align with consumers’ post-holiday mindset can yield impressive results. So, are you ready for Q5?
(2/5) The Big Switch 🔀
Looks like Instagram just snatched Facebook’s crown in the EU as they surpass Facebook in EU user numbers!
Instagram now boasts 269.1 million monthly active users (MAU) in the EU, edging out Facebook’s 260.6 million.
Both platforms had equal user counts at 259 million MAU earlier this year, but IG has since pulled ahead.
Instagram’s rise suggests it’s resonating more with younger audiences, a demographic Facebook struggles to engage.
Facebook’s user growth in the EU has slowed, even showing a slight decline from April to September 2023.
Enhanced data privacy regulations in Europe have shed light on Facebook’s data practices, causing some users to jump ship.
Many European users now perceive Facebook as outdated compared to newer, trendier apps.
Despite the shift, Facebook still holds a significant user base with 260 million MAUs in the EU.
For comparison, TikTok has 150 million and X has 66 million MAUs in the region, keeping Facebook a major player.
(3/5) LinkedIn Levels Up for Creators 🤳
Looks like LinkedIn isn’t just for job hunting anymore...
Recommended by LinkedIn
Creators are finding that LinkedIn has a lot more opportunities than they may have originally thought.
Video uploads on LinkedIn have surged 34% year-over-year, with videos getting 1.4 times more engagement than text posts, it has become a prime format for creators on the platform.
LinkedIn's live streaming tools, in use since 2019, are gaining traction as creators look to engage in real-time.
With this new avenue for audience reach, creators are finding they can land brand deals and speaking gigs directly through LinkedIn.
Are we going to see more creators utilising LinkedIn in 2025?
(4/5) The Ultimate Music Matchmaker 🎧
TikTok is turning up the volume with Spotify!
TikTok and Spotify are making sure your next favourite song, podcast, or audiobook is just a tap away with their new integration.
TikTok users can now make videos featuring Spotify tracks, albums, playlists, podcasts, or audiobooks using TikTok’s video editing tools.
Direct messaging links to Spotify content is making it super easy to share your latest obsessions. This integration enhances the already-existing feature where TikTok users save songs to their Spotify libraries directly from TikTok.
TikTok is positioning itself as a central hub for various transactions—searching, ticket buying, traveling, and now, music discovery.
By integrating deeply with platforms like Spotify, TikTok aims to be the go-to for all your daily needs, while collecting valuable data and driving traffic.
This partnership could significantly enhance visibility for artists, podcasters, and authors on Spotify.
The data from these interactions might lead to more features and a potentially deeper financial relationship between TikTok and Spotify.
(5/5) Is Gen Z Brand Trust Declining? Here’s How to Win Them Back 📉
Gen Z remains one of the largest cohorts in the digital space. They’re disruptors, eco-warriors, and trendsetters who demand originality, value diversity, and turn TikToks into movements that shake the wider media landscape.
Recent studies have tipped the generation to become the wealthiest demographic ever. This should strike a positive chord with popular Gen Z brands, however, recent data has emerged highlighting a large number of Gen Zers are “ditching” brands they were once loyal to.
In our blog we dive into:
Why is Gen Z brand trust declining?
How brands can reclaim Gen Z brand loyalty
Innovative influencer marketing examples that built brand loyalty with Gen Z
Read our blog Is Gen Z Brand Trust Declining? Here’s How to Win Them Back here!
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And that’s all for this week, but don’t forget to follow us on LinkedIn and Instagram for real-time announcements of all our new blog content!