Instagram的成長正在放緩,這對藝人來說 是個壞消息

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  • 作者: 音樂地圖
  • Instagram的成長正在放緩,這對藝人來說 是個壞消息

      202002/1402:37

    ◎到目前為止,Instagram一直是樂團和藝人的寶貴平台,但該平台以音樂為主的用戶群成長開始放緩的消息,對藝人而言可能是個壞消息。
    ◎根據eMarketer的報告,儘管Instagram平台擁有超過10億用戶,但這些用戶的結構似乎正在發生變化。2019年,Instagram的美國用戶增長率將從2018年的10.1%首次降至個位數,來到6.7%。預估從2020年開始到2023結束,社群網路媒體平台的成長速度將比以前預期的慢。但這並不是麻煩所在,大多數新用戶來自25至34歲年齡段,25歲以下的人,似乎打算使用Snapchat或TikTok。至於用戶開始變老後,會發生什麼情形?就如同在Facebook上看到的情形,用戶的參與度下降了,隨著年齡增長,在線互動的時間也越來越少,這是生活中的事實。
    ◎雖然目前TikTok很熱,但持續時間可能不會太長。由於擔心中國政府從事間諜活動,美國武裝部隊已經禁止使用,美國其他政府機構對網絡保持謹慎態度,而潛在的競爭對手則爭相吸引用戶。
    ◎如果回顧一兩年前,您會發現Instagram和以前的Facebook一樣,一直在流行。明年可能會有一個新的社群網路,它將成為用戶關注的對象(可能是青少年用戶)。因此,對藝人而言,最好的辦法是不管平台自身受歡迎的程度如何,持續創造新的音樂跟內容才能吸引聽眾一直追隨。

    詳細內文:

    Up to now, Instagram has been a valuable platform for bands and artists, but news that growth of the platform’s music-focused user base is starting to slow could be bad news for artists.
    Instagram is a very fruitful social platform for most artists and bands since the majority of users are so into music. Although that sentiment hasn’t changed, it looks like the platform’s growth is slowing to single digits, which could mean trouble for artists who depend on it for exposure.
    While it’s still true that the platform has over a billion users, it appears that the makeup of those users is changing, according to a report by eMarketer.
    “In 2019, Instagram’s US user growth rate will have dropped to single digits for the first time to 6.7%, down from 10.1% in 2018. Starting in 2020, and through the end of our forecast period in 2023, we estimate that the social media platform will grow slower than previously expected,” the article stated.
    That’s not the troubling part though. It appears that most new users are coming from the 25 to 34 age group. The under 25 age group appears to be going to Snapchat and/or TikTok instead.
    So what happens when your users grow older? Like we’ve seen with Facebook, their engagement goes down. It’s just a fact of life. As you get older daily living gets more complicated and there’s less time for online interaction.
    Even so, while TikTok seems to be the hot social flavor right now, that might not last too long. Already the service has been banned for members of the United States armed forces over fears of Chinese government spying. There’s a cautious eye on the network from other U.S. Government agencies while potential competitors scramble to get traction.
    But if you look back a year or two ago, you’ll see that Instagram was the same hot flavor, as was Facebook before it, and on and on. Next year may have a new social network that will be the apple of user’s eyes (probably teen users at that).
    So what’s an artist to do? The best thing is to go where your audience is regardless of the popularity of the platform. It’s always better to become an expert in a platform before moving to a new one, as that can take time from what you really want to be doing, which is creating new music.

     

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