Social Media Crisis Management Market Share

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.