digital media strategies · snapchat • launched in sept. 2011 • june 2016: reports say it has...

Digital Media StrategIES

SPRING 2016 | Chris Snider | @chrissnider

GET TO KNOW SOME social networks

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.

What is your opinion of Facebook in 2016?

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.

What is your opinion of TWITTER in 2016?

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.

What is your opinion of Linkedin in 2016?

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).

What is your opinion of instagram in 2016?

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.

STATS ON TOP 5Stats are for

U.S.

STATS ON TOP 5

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/

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.

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.

A little more demographic info…

• 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

• 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

DEMOGRAPHIC INFO

DEMOGRAPHIC INFO

My survey of Drake first-years, Aug. 2015

• What do you consider to be the most important social networks for college students in 2016?

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)

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)

What other trends are you seeing?