SOCIAL MEDIA MARKETING TRENDS IN
AUSTRALIA FOR 2015

Social Media Marketing in Australia in 2015

Social media marketing was entering a more mature phase in Australia during 2015. Platforms such as Facebook, LinkedIn, Instagram, Google+ and Twitter were already established, but businesses were discovering that simply maintaining a social media account was no longer enough.

The Sensis Social Media Report May 2015, based on surveys of 1,100 Australian businesses and 800 Australian consumers, highlighted an important shift. While social media remained an important way for businesses to connect with customers, business adoption had actually fallen compared with the previous year. Only 33% of businesses surveyed had a social media presence, while small business adoption had fallen to 31%. :contentReference[oaicite:0]{index=0}

At the same time, Australian marketers were placing greater emphasis on social media advertising, listening and engagement. Salesforce's 2015 State of Marketing research found that social media advertising and social media listening were among the leading areas for increased spending among Australian marketers. :contentReference[oaicite:1]{index=1}

These developments made 2015 an important year for Australian businesses. Social media was moving away from being an experimental communications channel and towards becoming a more deliberate part of marketing, customer service and brand building.

1. Facebook Remained the Dominant Social Platform

Facebook was still the leading social platform among Australian users in 2015. The Sensis research reported that 93% of Australian social media users used Facebook, putting it well ahead of LinkedIn at 28% and Instagram at 26%. :contentReference[oaicite:2]{index=2}

For many Australian businesses, Facebook therefore remained the obvious starting point for social media marketing.

However, having a Facebook page did not guarantee business results. Companies needed to consider what they were offering followers beyond promotional announcements.

Effective Facebook activity could include:

• Useful industry information
• Customer questions and answers
• Behind-the-scenes content
• Product or service information
• Customer stories
• Competitions and promotions
• Community discussions
• Responses to customer feedback

The platform's size made it valuable, but competition for attention also meant businesses needed a clear reason for customers to follow and engage with their pages.

2. Social Media Was Becoming More About Engagement

One of the clearest trends in Australian social media marketing was the growing importance of genuine customer interaction.

The 2015 Sensis research found that two-way communication with clients and contacts was the most common business use of social media. This was reported by 84% of large businesses, 69% of medium businesses and 64% of small businesses. :contentReference[oaicite:3]{index=3}

This demonstrated that social media was not simply another broadcasting channel.

Businesses could use social platforms to listen, respond, answer questions and develop relationships with customers. This was particularly relevant because public interactions could influence how other potential customers perceived the business.

For Australian businesses, the lesson was straightforward: social media should provide opportunities for conversation rather than simply reproducing advertisements.

3. Community Building Became More Important

Australian small businesses were facing a growing challenge in getting attention through social media. Research reported by the ABC in June 2015 found that many small business owners were struggling to see tangible or immediate results from their social media activity. The report also noted that businesses were often using social platforms to push company news rather than build communities and thought leadership. :contentReference[oaicite:4]{index=4}

This created an opportunity for businesses willing to take a different approach.

Rather than treating a social media page as a catalogue, businesses could use it as a place where customers received useful information and interacted with the brand.

Community-building content could include:

• Answers to common customer questions
• Practical advice
• Industry insights
• Customer discussions
• Useful resources
• Expert commentary
• Feedback requests

The objective was to become a useful and trusted participant in the community rather than simply another company asking people to buy something.

4. Paid Social Advertising Was Becoming More Important

One of the defining social media marketing trends in Australia in 2015 was the increasing importance of paid promotion.

Australian marketers surveyed for Salesforce's 2015 State of Marketing report identified social media advertising as one of their top areas for increased spending, alongside social media listening, engagement and broader social media marketing. :contentReference[oaicite:5]{index=5}

This reflected a broader change in the social media environment. Businesses could no longer assume that every follower would automatically see every post.

For companies investing in social media, paid advertising provided another way to reach defined audiences and support campaigns.

Paid social could be used for:

• Promoting important content
• Supporting product launches
• Generating leads
• Driving website traffic
• Promoting events
• Reaching specific customer segments

The important consideration was targeting and measurement. Paying to reach more people was not automatically effective if the audience was poorly selected or the campaign lacked a clear objective.

5. Organic Reach Was Becoming More Difficult

Australian businesses were also beginning to recognise that social media required more effort to achieve the same level of visibility.

In 2015, Sensis reported a significant decline in business social media presence. Large businesses with a social media presence fell from 77% in the previous year to 56%, while small and medium businesses declined from 37% to 31%. :contentReference[oaicite:6]{index=6}

The decline did not mean social media was becoming irrelevant. Instead, it indicated that businesses were becoming more selective about whether their investment was producing value.

Australian businesses needed to think carefully about:

• Which platforms were worth maintaining
• Which audiences mattered commercially
• What content generated engagement
• Whether paid promotion was justified
• How social activity contributed to business objectives

6. Social Media Listening Was Growing in Importance

Social media was also becoming a source of customer information.

Salesforce reported that social media listening was one of the top areas Australian marketers expected to increase spending on in 2015. :contentReference[oaicite:7]{index=7}

Listening means paying attention to conversations, feedback, questions and mentions relevant to the business rather than simply publishing content.

Businesses could use social listening to identify:

• Customer complaints
• Frequently asked questions
• Emerging customer needs
• Industry discussions
• Brand feedback
• Competitor activity
• Potential content topics

This information could then influence marketing, customer service and product decisions.

7. Social Media Was Becoming a Customer Service Channel

As more customers used social platforms to communicate with brands, businesses needed to consider social media as part of customer service.

The Sensis research showed that businesses commonly used social media for two-way communication and engaging with people who provided feedback. :contentReference[oaicite:8]{index=8}

Customer service on social media required more than simply responding quickly. Businesses needed clear policies for handling complaints, questions and potentially sensitive situations.

A public response could demonstrate professionalism to the original customer and to everyone else who saw the conversation.

Australian SMEs therefore benefited from having a clear approach to:

• Responding to questions
• Handling complaints
• Escalating serious issues
• Protecting customer information
• Maintaining a consistent brand voice
• Moving sensitive discussions into private channels where appropriate

8. Reviews, Ratings and Customer Feedback Mattered

Social media marketing was increasingly connected with online reputation.

In 2015, inviting customers to provide online comments, ratings and reviews was the second most common reported use of social media among Australian businesses. The tactic was used by 68% of large businesses, 45% of medium businesses and 43% of small businesses surveyed. :contentReference[oaicite:9]{index=9}

Reviews could provide useful social proof for prospective customers, particularly when they were researching businesses before making a purchase.

Businesses should encourage genuine feedback and respond professionally to criticism. The objective should be to create a credible record of customer experiences rather than manufacture positive reviews.

9. Instagram Was Emerging as an Important Visual Channel

Instagram was already gaining significant attention among Australian social media users in 2015. Sensis reported that 26% of Australian social media users used Instagram, making it one of the leading platforms behind Facebook and LinkedIn. :contentReference[oaicite:10]{index=10}

This created opportunities for businesses with visually engaging products, services or projects.

Potential uses included:

• Product photography
• Project showcases
• Behind-the-scenes images
• Staff and workplace content
• Events
• Visual tips and advice

However, businesses did not need to join Instagram simply because it was growing. The platform needed to fit the audience and content capabilities of the business.

10. LinkedIn Continued to Matter for B2B Marketing

LinkedIn was used by 28% of Australian social media users in the 2015 data, making it an important platform for professional audiences. :contentReference[oaicite:11]{index=11}

For B2B businesses, LinkedIn could support professional networking, thought leadership, recruitment and business development.

Useful B2B content could include:

• Industry commentary
• Research findings
• Business insights
• Professional advice
• Case studies
• Company expertise
• Relevant industry news

The platform could also support personal branding. A business's employees and subject matter experts could become important voices rather than relying entirely on a corporate account.

11. Humanising Brands Became a Major Trend

Australian social media professionals predicted that brands would become more human and less dependent on anonymous corporate voices during 2015.

Writing for AdNews in December 2014, DDB Australia's head of social identified human connections as a major trend for 2015, predicting greater use of employees and community managers as recognisable voices for brands. :contentReference[oaicite:12]{index=12}

This reflected an important characteristic of social media. People generally interacted with people rather than logos.

Australian businesses could humanise their social presence by:

• Featuring employees
• Sharing genuine behind-the-scenes content
• Using a recognisable brand voice
• Responding personally where appropriate
• Sharing expert opinions
• Showing the people behind the business

This did not mean abandoning professionalism. It meant communicating in a more natural and accessible way.

12. Mobile Social Media Was Becoming Essential

Social media usage was increasingly connected to smartphones and other mobile devices in 2015.

The Sensis report found that the average Australian owned three internet-enabled devices, with smartphones owned by 70% of respondents and tablets by 55%. :contentReference[oaicite:13]{index=13}

Businesses therefore needed to consider the complete mobile experience.

A social media post might attract someone to a website, but the website still needed to make it easy for that person to find information or complete an action.

Mobile considerations included:

• Responsive website design
• Fast-loading pages
• Readable content
• Easy-to-use contact forms
• Clear calls to action
• Click-to-call functionality where appropriate

13. Content Needed to Work Across Multiple Screens

Social media users were consuming content across smartphones, tablets, laptops and other devices. Australian brands therefore needed to think carefully about how content appeared in different environments.

Social media content should be easy to understand quickly, particularly when users were browsing on mobile devices.

Useful principles included:

• Clear visual hierarchy
• Concise introductory copy
• Strong images where appropriate
• Mobile-friendly landing pages
• Simple navigation
• Content that works without requiring a large screen

Content planning also needed to recognise that users might encounter a brand in one environment and continue the customer journey somewhere else.

14. Private Messaging and Closed Communities Were Growing

One of the trends predicted for Australian brands in 2015 was the growing importance of private messaging and closed social communities.

AdNews identified messaging and the movement from public social activity towards closed messaging applications and communities as a notable trend for the year. :contentReference[oaicite:14]{index=14}

This represented a challenge for businesses accustomed to public broadcasting.

Private communication could be particularly useful for customer service, direct conversations and relationship building. However, businesses needed to respect the context and expectations of users rather than attempting to turn every private conversation into a sales opportunity.

15. Real-Time Marketing Was Tempting but Risky

Real-time social media marketing and "topic-jacking" were expected to remain visible in 2015. Brands could attempt to connect themselves to major events, cultural moments or popular conversations to gain attention. :contentReference[oaicite:15]{index=15}

However, joining a conversation simply because it is popular does not necessarily create value.

Australian businesses should consider:

• Whether the topic is genuinely relevant to the brand
• Whether the message adds something useful
• Whether the tone is appropriate
• Whether there is a risk of appearing insensitive
• Whether the activity supports the brand rather than distracting from it

Relevance should come before the desire to become viral.

16. Social Commerce and Product Research Were Growing

Social media was becoming part of the consumer research process in Australia.

The 2015 Sensis research found that 19% of Australian social media users researched products and services through social media, while 20% accessed offers and promotions. Among those using social media for product or service research, about half reported making a purchase, with approximately two-thirds of those purchases occurring online. :contentReference[oaicite:16]{index=16}

This meant businesses needed to recognise that social media could influence buying decisions even when the final transaction occurred elsewhere.

Businesses could support this journey with:

• Useful product information
• Customer reviews
• Demonstrations
• FAQs
• Special offers
• Links to relevant product pages
• Clear contact information

17. Social Media Marketing Needed a Clear Strategy

The growing complexity of social media made strategic planning more important.

Businesses needed to decide why they were using social media, who they wanted to reach, what they wanted to communicate and how success would be measured.

A basic social media strategy should define:

1. Objectives: What business outcome should social media support?
2. Audience: Who are the priority customers?
3. Platforms: Where does the audience spend time?
4. Content: What information will be useful?
5. Engagement: How will the business respond and participate?
6. Advertising: Where might paid promotion be appropriate?
7. Measurement: How will results be assessed?

This approach helped prevent businesses from creating accounts on every available platform without having the resources to maintain them properly.

18. Measuring Social Media ROI Became a Priority

One of the biggest challenges for Australian businesses in 2015 was proving whether social media investment was producing worthwhile results.

SmartCompany reported that 61% of small businesses surveyed did not know how much they spent on social media, while only 17% actively measured return on investment. The same report found that 57% did not know whether they had recovered their social media investment. :contentReference[oaicite:17]{index=17}

These findings highlight why measurement was becoming a major social media marketing trend.

Businesses could track metrics such as:

• Website visits from social platforms
• Engagement
• Audience growth
• Enquiries
• Lead generation
• Sales
• Customer service interactions
• Cost per lead from paid campaigns

The right metrics depended on the objective. A customer service campaign should not necessarily be judged by the same metrics as a lead-generation campaign.

19. Social Media Content Needed a Clear Purpose

Australian SMEs were increasingly aware that constantly publishing company news and promotional material did not necessarily create engagement.

ABC reporting in 2015 highlighted the need for small businesses to focus on community building, trusted advice and thought leadership rather than simply using social media as a promotional broadcast channel. :contentReference[oaicite:18]{index=18}

A useful content mix could include:

The balance would vary according to the business, but the overall feed should provide a reason for customers to continue following the brand.

20. Businesses Needed to Invest in Social Skills

Social media was changing quickly in 2015, which meant businesses needed people who could adapt, learn and respond to changing platforms.

Social media management involved more than scheduling posts. Effective management could require copywriting, customer service, community management, analytics, advertising and crisis response.

Smaller businesses did not necessarily need a full-time specialist, but they did need clear responsibility for social media activity.

Anyone managing the company's accounts should understand the brand, customer expectations and appropriate escalation procedures.

21. Integrate Social Media With Other Marketing Channels

Social media worked best when connected to the broader marketing strategy.

A business could use a blog to create useful content, social media to distribute it, email to nurture subscribers and the website to provide detailed information and conversion opportunities.

This creates a connected customer journey rather than treating each marketing channel as an independent activity.

A simple integrated approach could look like this:

1. Create a useful article addressing a customer problem.
2. Share the article through relevant social channels.
3. Promote it to an existing email audience.
4. Use paid social advertising where additional reach is justified.
5. Direct interested visitors to a relevant website page.
6. Measure engagement, enquiries and other defined outcomes.

22. Social Media Trends Australian Businesses Should Watch

The major trends shaping Australian social media marketing in 2015 can be summarised as follows:

• Facebook remained dominant: It continued to have the largest social media audience in Australia.
• Engagement mattered: Two-way communication was a major business use of social media.
• Paid reach was growing: Australian marketers were increasing attention and spending on social advertising.
• Listening became more valuable: Businesses were looking beyond publishing to understand customers.
• Mobile was essential: Smartphones and tablets were central to how Australians accessed digital content.
• Visual platforms were growing: Instagram was already an important social network among Australian users.
• B2B social remained relevant: LinkedIn provided opportunities for professional communication and thought leadership.
• Human voices mattered: Brands were moving towards more personal and authentic communication.
• Measurement was becoming critical: Businesses needed to demonstrate whether social investment produced value.
• Community mattered more than broadcasting: Businesses needed to provide useful reasons for customers to participate.

Social Media Marketing Checklist for Australian Businesses

Conclusion

Social media marketing in Australia in 2015 was becoming more sophisticated. Facebook remained dominant, Instagram and LinkedIn had established roles, mobile usage was increasingly important and paid social advertising was becoming a greater part of marketing budgets. At the same time, businesses were discovering that simply maintaining social accounts did not guarantee results. :contentReference[oaicite:19]{index=19}

The strongest approach was to treat social media as a relationship and communication channel rather than a digital noticeboard. Australian businesses needed to listen to customers, provide useful content, respond to feedback and build communities around relevant interests.

Measurement was equally important. With many small businesses uncertain about their social media spending and return on investment, establishing clear objectives and tracking meaningful outcomes became essential. :contentReference[oaicite:20]{index=20}

For Australian businesses, the key lesson from 2015 was that social media success required more than being present. It required a clear strategy, useful content, genuine engagement and a willingness to adapt as customer behaviour and social platforms continued to change.