Gartner: The market for social media and participatory software grew by 17% during the pandemic

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The latest forecast issued by Gartner Research showed that global markets for social media and sharing platforms are approaching, with growth of $ 4.5 billion in 2021, representing an increase of 17.1% compared to 2020.

Several factors contributed to driving this growth forward, including the need to provide support for remote work options during the Covid-19 pandemic, in addition to integration between social media platforms and enterprise applications.

Craig Roth, Vice President of Research at Gartner said: “Many of the current use cases contribute to enhancing the markets for engagement and social networking platforms, such as coordination between distributed teams and providing a communication platform between employees. However, the need has become dire due to the circumstances imposed by the pandemic. Sharing and social networking tools have gone from being a “cool feature” to a stage that has become a “must-have option” in just a few weeks.

Even with some workers starting to return to their work from their offices, the Covid-19 pandemic has caused a radical and permanent change in the structure of work teams, which will require more technical investments to facilitate open talks and information sharing, and the pandemic conditions pushed the growth curve of markets. Social media programs are ascending, with expectations that they will continue to achieve ten-year growth rates during the year 2022.

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The integration of social media programs as an additional feature within other applications and platforms is another important factor that contributes to driving this growth in the markets, as Gartner predicts that by the year 2025, approximately 65% ​​of enterprise application software providers will offer some form of sharing and social networking benefits within Their offer of solutions and software packages for the sector.

Roth added, “Companies that develop business sector solutions – such as ERP and CRM solutions – have previously provided some basic benefits for social participation and communication, but today they find themselves facing greater expectations in terms of providing some advantages that are consistent with Some non-routine requirements, such as conducting conversations and exchanging content, within product designs that depend on process control.

Gartner said that cooperation between software providers will gain more importance, especially in light of the need for close cooperation in order to enhance and achieve the required levels of integration between the functions of different applications.



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