digital media strategies · snapchat • launched in sept. 2011 • june 2016: reports say it has...
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Digital Media StrategIES
SPRING 2016 | Chris Snider | @chrissnider
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GET TO KNOW SOME social networks
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Facebook• Launched in 2004
• 1.71 billion monthly active users as of June 30, 2016
• 1.57 billion mobile monthly active users as of June 30, 2016
• 1.13 billion daily active users (84.5% outside U.S. and Canada)
• 1.03 billion mobile daily active users on average June 2016
• 8 billion+ video views per day
• What’s unique: Everyone is there. Real identity. Lots of content. Hard to get your content seen as a brand. Problems: People not creating content. Young people are not there.
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What is your opinion of Facebook in 2016?
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Twitter• Launched in March 2006
• 313 million monthly active users as of June 30, 2016
• 82% of active users are on mobile
• 79% of accounts outside the U.S. (67M accounts in U.S.)
• Popular among under-50, college-educated people.
• What’s unique: Short, real-time information and public, so it’s a great listening tool. Ability to follow/talk to anyone. Expectation that brands will respond to you.
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What is your opinion of TWITTER in 2016?
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LinkedIn• World’s largest professional network with more than
450 million registered members in 200+ countries
• 130+ million users in the U.S.
• Gets two new members per second
• Students and recent grads are fastest growing demo (with 40 million now)
• What’s unique: Real identity. Your work history and education history tie you to others.
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What is your opinion of Linkedin in 2016?
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Instagram• Launched Oct. 6, 2010
• Visual social network (photos and videos)
• 500+ million monthly active users (80% outside the U.S.)
• 300+ million daily active users
• 95 million photos shared per day
• What’s unique: Very visual. Filters. Quick and simple (launched Layer/Boomerang apps instead of building that content in). No links, so it’s not filled with bad marketing (but it’s getting there).
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What is your opinion of instagram in 2016?
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Pinterest• Launched in March 2010 (one of 3 co-founders was
Ben Silbermann of Des Moines - Roosevelt HS)
• Valued at $11 billion in March 2015
• Audience is mostly female, but seeing growth among men.
• What’s unique: Visual. Allows you to organize information and easily reference it later. Focus on fashion, travel, home, arts/crafts, food.
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STATS ON TOP 5Stats are for
U.S.
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STATS ON TOP 5
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Snapchat• Launched in Sept. 2011
• June 2016: Reports say it has 150 million daily active users (their advertising page says 100 million)
• Projections show 217 million daily users by end of 2017
• 10 billion video views per day
• On any given day, reaches 41% of all 18 to 34 year-olds in U.S.
• 70 percent of college students report posting once/day
• CEO said in 2013 that 70% of users were women
• What’s unique: Disappearing content, fun storytelling tools, frequency of use by young people.
http://mashable.com/2014/08/08/study-snapchat-college/
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Tumblr• Launched Feb. 2007
• Easily share photos, text, quotes, links, music, videos.
• Yahoo bought for $1 billion in June 2013
• 312.1 million blogs with 138.8 billion posts (August 2016)
• 460 million visitors per month
• “A place for artists, advocates and kids.” - Wash Post March 2015
• What’s unique: Credited with being the source of more Buzzfeed (aka viral) content than any other site.
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YouTube• Video sharing network - launched Feb 2005
• More than 1 billion users
• Hundreds of millions of hours watched daily
• Half of views are on mobile
• Reaches more U.S. adults 18-34 than any cable network
• What’s unique: Vast volume of video, high rank in Google search, YouTube stars.
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A little more demographic info…
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• Pinterest has tremendous reach among women. Among US female internet users, 42% reported being on Pinterest in Pew's late-2014 survey, compared to only 13% of men.
• Snapchat, Vine, and Tumblr have by far the most youthful user bases. 45% of Snapchat's adult users are between 18 and 24, followed by Vine (28%) and Tumblr (28%), according to comScore.
Source: Business Insider, June 2015
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• LinkedIn enjoys high adoption among highly educated and high-income users. LinkedIn is used by 44% of Americans with income of $75,000 or more, according to Pew.
• Messaging apps also have become more broadly popular, but still skew young: 7% of all people in the US aged 12 and older use WhatsApp, according to the Edison Research and Triton Digital survey.
• The aging of Facebook, Twitter, LinkedIn, and even Pinterest is more apparent than ever. That's especially true of Facebook: Less than two-fifths of Facebook's adult user base in the US is aged 18 to 34, according to comScore.
Source: Business Insider, June 2015
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DEMOGRAPHIC INFO
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DEMOGRAPHIC INFO
My survey of Drake first-years, Aug. 2015
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• What do you consider to be the most important social networks for college students in 2016?
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social media trends• Live video … Periscope, FB Live, YouTube
• Video in general (Cisco: 80% of internet traffic by 2019)
• Ephemeral (disappearing) content (Instagram)
• Private content (Confide, Cyber Dust)
• Messaging apps (FB Messenger, LINE, WhatsApp)
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social media trends
• Work networks (Facebook @ Work, Slack, Yammer, Wrike)
• Wearables / Apple Watch
• Mobile - It’s all mobile
• One to few publishing (podcasting, email newsletters)
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What other trends are you seeing?
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