Social platform cheat_sheet_august_2015
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This document provides information on various social media platforms, including their audiences, how people use them, how brands use them, key performance indicators, and content types. It summarizes Facebook as the most established social channel with broad global reach, though its audience is becoming more niche. YouTube is owned by Google and is the second most popular search engine, where people watch billions of hours of video per month. Twitter was started by a high school dropout and is now owned by Yahoo, and is used to curate content that provides a window into users' personalities and interests. Instagram prioritizes community growth and has very high engagement rates relative to other channels.
Social platform cheat_sheet_august_2015
- 1. Need to Know Most established social channel; broad reach in U.S. & global. Very advanced targeting; paid ads necessary. Very well established w/ strong ad products & potential for wide reach, though audience is more niche. Owned by Google. 2nd most popular search engine. 6 billion hours of video watched per month. Started by a high school dropout; now owned by Yahoo. Blogging platform for the creative set. Owned by Twitter. Launched the short- form video craze. Very influencer-driven. Nearly all mobile. Questionable value as a โsocial networkโ but not irrelevant. Mostly used to bolster SEO. How People Use It How Brands Use It Whoโs On It What It Can Help Achieve Major KPIs Content Types Everyone. However, teens are using it less, and differently (more for networking). A fairly wide audience, with pops in: Tech, Marketing, African Americans, Entertainment & Politics. Everyone. Especially Millennials, teens & young men. Teens & Millennials. 41% users are 18-34. Popular among the fashion, art, entertainment, food & creative set. Early adopters, Millennials & teens. Hardcore content creators. Large international audience & tech early adopters. Also has implications for whole Google ecosystem - so basically everyone. Go-to social network for many demos. Browsing the feed; keeping up with friends; sharing news/photos; sharing & discovering content; planning events. Also used for customer service. Many are spectators rather than active participants, discovering content, articles & news. Others use it for 1:1 engagement with friends, peers, celebrities & brands. Lots of customer service inquiries. Watching videos, uploading videos, following video creators (now celebrities in their own right). Curating & creating content that provides a window into their personalities, interests, etc. Riffing on pop culture, trends, humor, etc. Following others who inspire them. Consuming & sometimes creating fun, interesting 6- second videos. Following influential content creators. Often used for promoting oneโs personal businesses or career. Occasionally following brand content. Publish high-quality visual content, often an extension of brand campaigns. Elicit engagement from fans & non-fans. Can do very robust demo & interest targeting. Real-time participation in cultural events. Publish high-quality visual & text- based content. Ask questions & have 1:1 conversations with consumers & influencers. Host Twitter chats & parties. Respond to customer service inquiries. Distribute TV commercials and other video content & create unique web- based video content. Leverage influencers to create video content. Paid media - pre-roll, banners, in-video, TrueView, etc. Maintain branded Tumblr page & curate experience through reblogs & original content. Engage with Tumblr influencers. Some convergence with Yahoo advertising. Creating 6-second videos - one-offโs or, increasingly, whole storylines in 6-second episodes. Leverage influencers to create brand content. SEO. Less commonly used as a content distribution channel, and when it is, itโs used mainly by publishers or tech brands. Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) New Audience Reach Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) Traffic (for Publishers) New Audience Reach Awareness Brand Equity Purchase Intent Trial (Mainly Entertainment) New Audience Reach Brand Equity Traffic Brand Equity Brand Engagement Traffic Search Optimization Video, strong visuals (print quality) with less than 20% text on image; link and carousel ads 140 character limit text based, image content, videos & GIFโs Short & long form video Text, photo, quote, link, chat, audio, video. Photos & GIFS tend to perform best. 6-second videos Impressions, Video Views CTR, CPE, CPF, Likes, Comments & Shares Retweets, @replies, Favorites, Followers Impressions, CTR, CPF & Hashtag Use Video views, Video Completion Rate, Comments & Likes Engagements, Impressions, Follows, Clicks, Views & Engagement Rate Revines, Comments & Loops (# of times video is played) Clicks, Comments & +1โs Text-based content. Can include visuals, videos & links back to brand website MAU 1.49 Billion 1 Billion 540 Million316 Million 40 MillionEst. 43 Million Paid Media Yes - Robust Yes - Robust Yes - Robust Yes - Basic No Yes - Through Google * Updated August 2015Social Platform Cheat Sheet 120 Million Mobile app, catering to the <25 demo. Expiring images & videos, 24-hour โstoriesโ and a โDiscoverโ tab. 13-34 year olds, nearly 100MM daily active Snapchatters & growing. 1:1 photo/video messages that expire after 10 seconds. Daily storytelling to friends via 24-hour โstoryโ feature. Access to publication sourced stories Behind the scenes, exclusive content. Content must be entertaining, organic, & on the fly. Work with influencers to engage with fans. Views, Screenshots & Replays Yes โ Discover, Stories, Geofilters Images, videos, drawings, emojis & text Brand Equity Brand Engagement Young Audiences Facebook made community growth a priority on Instagram. Very high engagement rates relative to other channels. 70MM photos /day. Millennial parents, Millennials teens & early adopters. Audience is becoming more mainstream. Showcasing their lives in unique, artsy, or adorable ways. Lots of selfies and food. Getting inspired by what others are sharing, including friends, brands & influencers. Publish high quality photographic and video content & engage with fans. Leverage influencers to create branded content. Brand Equity Usage Occasions Purchase Intent Brand Engagement Traffic Strong visuals - artistically created, specific look & feel with โfiltersโ. 15-second looped videos Likes, Reach, Impressions, Engagement Rate & Hashtag Use 300 Million Yes โ Need IG Approval, expanding globally in Q4 Massive growth in last 3 years. Created a new design language that many have emulated. 80% mobile activity. Mostly U.S. women 25- 54. Rise in males (2/3 of active males joined last year) & global focus with site offered in 30+ languages. Discovering new things & products; getting inspired; planning their lives & purchases. 73% of active pinners indicate that they have bought something because they saw it on Pinterest first. Publish high quality content with rich descriptions and vertical imagery. Integrate Pinterest button on website & optimize web content for Pinterest. Create rich pins and promoted pins to make content more discoverable. Awareness Brand Equity Brand Engagement Traffic Sales Purchase Intent Strong vertical visuals with links back to (& pulled from) brand website & strong descriptions Impressions, Clicks, Repins, Likes, Comments, CPA/C, CPE & CPM Est. 70+ Million Registered Yes โ Robust with recent Buyable Pins