Social Media Crisis Management Market size is assessed at USD 2.9 billion in 2024 and is poised to exceed USD 33.1 billion by the end of 2037, growing at over 22.5% CAGR during the forecast period i.e., between 2025-2037. In 2025, the industry size of social media crisis management is estimated at USD 3.5 billion.
The social media crisis management market growth is attributed to the increase in businesses leveraging social media platforms as primary channel for communication and engagement. Due to the social media boom in recent years, businesses face challenges in reputation management, negative public relations, and tackling misinformation leading to rising demands for social media crisis management solutions.
Social media use has grown manifolds and brands have made it a point to use social media to showcase their brand voice, product launches, engage in marketing campaigns, and offer press releases. As of April 2023, the University of Maine study ranked Facebook, YouTube, WhatsApp, Instagram, and WeChat as the social media platforms with the most active users. The university conducted a study stating that there are 4.8 billion social media users worldwide across various platforms, attributing to 59.9% of the global population and 92.7% of global internet users. The study reported 150 million new social media users between 2022 and 2023 indicating a 3.2% increase per year with a global average time of 2 hours and 24 minutes spent on social media sites. Moreover, the COVID-19 pandemic also boosted social media usage which was already at an all-time high.
The rising dependency of businesses on social media platforms inevitably increases the risk of crisis. Businesses are actively seeking to reduce the time between the first warning of crisis and the response plan being deployed. To address the challenges of preparing effective social media crisis management plans, numerous firms are offering robust plans to increase the competitiveness of the market. As more businesses invest in building a strong social media presence, the demand for effective crisis management is projected to boom leading to considerable social media crisis management market growth.
Growth Drivers
Challenges
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Base Year |
2024 |
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Forecast Year |
2025-2037 |
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CAGR |
22.5% |
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Base Year Market Size (2024) |
USD 2.9 billion |
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Forecast Year Market Size (2037) |
USD 33.1 billion |
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Regional Scope |
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Service Type (Crisis Communication Services, Monitoring and Alerting Services, Consulting Services, Reputation Management Services, Data Analytics and Reporting Services, Training Workshops)
The crisis communication service segment is estimated to account for social media crisis management market share of more than 26% by the end of 2037 due to a rising emphasis on brand accountability on social media accounting. Social media activism can derail the goodwill of a brand in times of crisis and the crisis communication segment is focused on the strategic dissemination of information to shield an organization’s reputation and limit any potential damage. The segment is critical in formulating strategies for how governments, personal brands, businesses, and other entities manage public relations challenges in social media platforms.
Technological improvement in the response time of social media monitoring tools drives the growth of the segment. Additionally, a public relations crisis requires effective stakeholder communication for which businesses seek professional crisis communication services. For instance, in October 2023, Adfactors PR was hired by WOW Skin Science to drive their PR mandate.
The monitoring and alerting services segment is projected for a considerable growth during the forecast period. The crux of effective social media crisis management is robust monitoring and alerting services. Social media is flooded with vast amounts of user-generated content and misinformation can become viral at any given point of time. Companies leverage monitoring and alerting services to take pre-emptive action in the event of a crisis. Monitoring services also effectively map the engagement rate in social media platforms for a brand and help in preparing marketing strategies. Key social media crisis management market players are looking to invest in technology and collaborations to improve the efficacy of monitoring tools. For instance, in April 2024, the social listening and AI-powered analytics platform Talkwalker announced that was acquired by Hootsuite.
End user (Government & Public Sector, Healthcare, Media and Entertainment, Financial Services, Retail and E-Commerce, Hospitality & Travel, Manufacturing & Industrial, Others)
The government and public sector segment in social media crisis management market is projected to register a staggering CAGR during the forecast period. The use of social media crisis management services is poised to increase for government and public sector organizations due to the sensitive nature of operations and the high stakes in public perception. A gaffe by a government in social media can have large-scale implications that have to be managed in due time leading to demands for crisis management solutions.
With discourses on social media impacting group decisions, governments across the globe have been increasingly hiring agencies to manage their social media. For instance, in 2020, the UK government launched the Eat Out to Help Out campaign to help businesses during COVID-19 offering 50% off on food and non-alcoholic drinks in participating businesses.
Our in-depth analysis of the social media crisis management market includes the following segments
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Service Type |
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Deployment Mode |
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Organization Size |
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End user |
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North America Market Analysis
By 2037, North America social media crisis management market is likely to account for around 44.1% share owing to the high rate of social media usage leading to demand for crisis management services for brands and governments alike. The U.S. and Canada are primary contributors to the market in North America. According to Statcounter’s social media statistics for North America, Facebook is the most used social media platform with 46.05% users, followed by 17.5% of Pinterest, 12% of X, 11.4% of Instagram, 8.9% of Reddit, and 2.46% of YouTube. With an increasing number of brands engaging in high cross-platform usage, the demand for social media crisis management services is projected to increase.
The U.S. leads the revenue share in the North America social media crisis management market due to rising social media usage across various demographics which prompts brands to leverage social media platforms to engage with consumers. Due to the high rate of engagement with brand pages, any mishap can negatively affect brand sales owing to which the demand for social crisis management services is booming in the U.S. In September 2024, the Pew Research Centre published a report stating that 54% of adults in the U.S. get their news from social media and the percentage has increased in 2024 compared to previous years.
To leverage these trends, brands have positioned themselves across various social media platforms with regular updates on product launches or posts targeted to increase user engagement. In 2019, Gilette faced online backlash for a campaign targeting toxic masculinity leading to a boycottgilette hashtag. To manage the crisis on social media, the brand acknowledged public concerns and aimed for constructive dialogue on the issue.
Canada is poised to increase its revenue share in North America social media crisis management market during the forecast period. Brands are increasingly using social media to increase their market presence. For instance, in September 2024, Lululemon Athletica in Canada reported more than 3 million followers on Instagram and around 2.25 million followers on Pinterest. Corporate entities along with celebrities endorsing personal brands require effective social media crisis management services owing to effective management of brand reputation in the event of a PR disaster.
In June 2024, Statistics Canada published a report stating 468 thousand people aged 15 to 69 years have used social media platforms to earn income. The high number of individuals and brands leveraging social media for their business engagements is projected to increase the demand for specialized social media crisis management services.
Europe Market Analysis
The Europe in social media crisis management market is projected for the fastest revenue growth during the forecast period. Europe is home to several globally renowned brands that are leveraging social media platforms to improve brand penetration across various demographics. The diverse cultural, linguistic, and political landscape of Europe creates unique challenges for brands to navigate in case of a crisis necessitating robust social media crisis management solutions. The rising awareness of sustainability among demographics in Europe has led to calls for greater accountability from brands.
For instance, many brands have been accused of rainbow capitalism for appropriation of Pride Month. Due to complex narratives and constantly changing discourse on social media platforms, businesses, and personal brands are leading the demand for social media crisis management services.
Germany has a profitable social media crisis management market share owing to the highest internet penetration compared to other European countries with a total of 28 million active social media profiles i.e. 35% of the country’s population as per a Media Landscapes report, 2024. At the forefront of navigating the social media landscape in Germany are the rising calls for sustainability reports from brands as a greater number of younger German demographics demand accountability from brands on social media. In December 2022, the National Library of Medicine reported the prevailing crisis communication in German Twitter during the COVID-19 pandemic as a large section of social media users in Germany flocked to X for real-time information and updates on the pandemic. Owing to the rising use of communication via social media by the government, other public authorities, and businesses, the need for a robust action plan to handle any social media crisis is set to rise.
The sector is competitive with global, local, and regional players competing to increase revenue streams. Key market players are seeking to provide a greater immersive experience and integrate smart technologies in stadiums to understand consumer behavior better and open new revenue streams.
Some of the key players in the social media crisis management market are:
Author Credits: Abhishek Verma
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