Snapchat's strategy, is not like Facebook's "Go big or go home". It favors well developed markets in North America and Europe in so-called quality-over-quantity manner. It is branded as app for the young. After announcing it earnings in March, it became obvious the app is not as popular among young as Facebook. Well, its reach is still impressive, considering the fact the number of daily active users is eight times smaller compared to its Silicon Valley rival. How good is that?
As eMarketer’s findings suggest, 59 percent of 12- to 17-year-olds, 68 percent of 18- to 24-year-olds and 42 percent of 25- to 34-year-olds use Snapchat at least once per month each month throughout the year.
Facebook’s numbers for those age groups are 64 percent, 77 percent and 81 percent, respectively. Facebook has 1.3 billion daily active users while Snapchat has just an eighth (!) of that, which is 158 million.
Facebook-owned Instagram, is popular among young age groups too. But as Recode remarks, Snapchat has a much tighter hold on 12- to 17-year-old future consumers than Instagram— nearly four times as many! In that matter, let’s not forget Instagram has 400 million daily active users.
Facebook is a bit older than Snapchat and had plenty of time to pick up users of all ages. As Recode writes, the issue with Facebook and even Instagram and Twitter is that “your mom and your grandma are also on it, perhaps making it a less cool place to directly market to the youngs”. Moreover, Facebook has 33 percent of people 65 and over regularly using the app. On the contrary, Snapchat has under 2 percent of that demographic.
by Tamara Vasiljević, Account Assistant at Degordian
Where to begin when exploring the wide world of social media? We’ve got a comprehensive guide to help you get started.
Have you ever asked yourself how it all works with social media? Who are those people behind websites, ads and social media profiles, promoting the next collection of shoes to shop online, or the brands politely chatting with you every day?
If you’ve ever considered social media as a hobby, a full-time job, or an extension of your business, but you’re not sure where to start, stay tuned because we have prepared the essential SM starter pack!
BACK TO BASICS
Social media platforms like Facebook, Instagram, Twitter or LinkedIn nurture very strong relationships with other businesses and agencies in order to help them promote and advertise their services or products through these platforms to the end users and building one big digital ecosystem. So, how can an ordinary flower shop create a huge number of followers on Facebook page or have that lovely content on Instagram?
Well, we all had to start somewhere, right? So, let me begin with lesson one – start with the basics, and get familiar with the possibilities that these platforms provide.
All these SM networks have developed a great solution – platforms for business users, like Facebook for business, Instagram for business, LinkedIn for business and many more, which can help you to get started and guide you through the basics of advertising. And, most importantly, you can find the latest news and new features, like new generation of 360 or livestreaming videos, Dynamic or Canvas ads that we have today.
Also, don’t forget their blogs – Instagram blog and YouTube blog which are very useful when it comes to their own practices as well as best practices of other businesses, that can give you lots of awesome ideas to promote your business or brand.
BETWEEN THEORY AND PRACTICE – BLOGS
Oh, those social media bloggers. We are in love with them too, because they work so passionately writing about latest social media trends, news, tips, opinions, reviews and data-backed information.
Written by agency ’geeks’, these blogs have plenty of interesting tips and tricks for social media and advertising.
Hubspot blog is one of my favourites – it is oriented on content marketing, CRM and sales. I’ve even subscribed to their newsletter, so that I can always be up-to-date with their freshest articles. Agora Pulse blog is also great when it comes to social media marketing tools, and Buffer Social blog provides great news and cases in SM and online marketing.
I often visit Social Media Today blog when I want to find out more about on social business and content marketing, WeRSM, a blog about social media platform news, or Socialmedia Examiner, which explains how to use social media to connect with customers and drive traffic. They are the leaders in this field, and thanks to them now you can really take advantage of social media.
Learning from someone’s achievements and mistakes and collecting valuable social media tips from them makes your path easier, so dig into Peg Fitzpatrick’s blog, or read about Danny Brown’s experiences with SM and marketing.
For those of you who considered taking a more serious approach to SM and your digital channels – you should definitely visit blogs with data-driven takes on social media strategies, content marketing, creativity, user behavior and metrics.
Socialmouths is a blog with where you can always pick up some valuable information about content marketing, and Convince and convert combines content marketing, social media, analytics, email and organic search. Also, Marketing insider group is a blog which connects content marketing with measurable results.
On a typical Friday evening you just want to watch series with a bunch of popcorns, right? Well, I dare you to turn off that new episode of your favorite show, and instead watch video tutorials on Lynda and learn new business, creative and tech skills from industry experts. Lynda really helped me a lot with figuring out not just SM, but all other spheres of digital marketing.
Familiar with worldwide known TED talks? Their mission to spread ideas, usually in the form of short, powerful talks about business, technology, design or global issues is building an online community of inspiring people eager to share their ideas and curious souls.
ONLINE COURSES & CERTIFICATES – VALIDATE YOUR KNOWLEDGE
When it comes to continuous learning, online courses and certificates are my biggest recommendation – taking these courses can enhance your knowledge and skills beneficial for your working career.
Social media courses on Coursera, Udemy and edX are just one of the hundreds of courses created by the world’s top educational institutions. The advantages of these online courses are huge – you can choose your favorite topics to learn, organize your lessons around your daily activities, test your knowledge and have a certificate from the best universities in the world. Coursera and edX provide free courses with a possibility to pay for an university certificate after the course, while Udemy requires a fee before you enroll.
Back when I began my SM exploring, I have also tried Dot Native and The ADBL free bootcamps for learning how to begin with building your social media and digital campaigns, so I gladly recommend that you give it a try. And, after you take the course, they provide you the certificate badge to add on your LinkedIn profile as proof of your knowledge.
Not so SM, but very useful to get a wider picture of digital for me was Google AdWords Certification. It helps you in learning how your small business can easily grow online with low budget investment, have more online visits, make more conversions and, most of all, with the right target audience rapidly become a leading star in online advertising.
Like Google Certification, Digital garage powered by Google also offers free courses which unites SM and online advertising, and can help you with growing your business or career. You can learn about Google Display and Search advertising, mobile ads, video promotion, and test yourself after every course. Passing these courses earn you a certification from Google and IAB Europe and you can add them to your CV and LinkedIn profile, too.
WEBINARS – FACE TO FACE
If you haven’t experienced the priceless value of webinars, now is the time! Webinar sessions are great because you can get answers to your questions in real time and they often turn into great discussions with the presenters. Social Media Today webinars or Content marketing institute webinars have interesting webinars about social media.
Some of my friends recommended that I try on-demand free Hootsuite webinar, and these 60-minute webinars with extraordinary speakers are an amazing way to adopt new directions of digital strategies in various industries. You can try it too and give us your feedback. 🙂
Enjoying in good reads of the greatest names in this field can also help you see the other side of the coin. For example, I’d like to thank Joe Praveen Sequeira for writing a book Unleash the Power of Social Media Marketing, which introduced me some basic SM terms and strategies in a simplified and understandable language for a beginner.
Mark W. Schaefer’s Social Media Explained explains fundamental strategies of social media marketing, and Content Chemistry by Andy Crestodina can help you understand search engine optimization, social media and email marketing.
These are just some of the great books often recommended for beginners, as well as professionals eager to improve their game.
TREND NEWS – STAY INFORMED
While you’re making your first morning coffee and preparing yourself for reading a bunch of emails, catch a moment to read some of the best trending social media and tech news in Digital Trends, or if you’re more into tech, digital culture and entertainment content, try Mashable.
I also found Think with Google very interesting and useful when it comes to trends, research and behind-the-scenes looks at digital campaigns across various industries, platforms and audiences.
Covering the best insights and analysis, with trends in media, marketing, advertising and technology, it always amuses me to read Ads of the world, Ad week, Ad Age and Entrepreneur, which are great online sources for campaigns and digital strategies of global brands you most likely look up to.
WORKWORKWORK – WORKING ONLINE, BEST PRACTICE
As in the real world, so in digital ‘Theory is nothing without good practice’, so if you want to earn some extra money and yet upgrade your expertise and skills, you can always get a gig on Fiverr, the world’s largest marketplace for services. It’s recommended for beginners to test their skills, and also for freelancers who are not the 9 to 5 job types. If you are focused on creating a high-quality product as quickly as possible without advertising your service, Fiverr is great place for you.
Still young but rapidly developing, social media demands constant learning and a steady pace with all new technologies that come along. You may be thinking ‘It’s easy for you’. Now, yes, but believe me, it was not. Lots of reading, exploring and learning were and are, as digital marketing grows, in front of me.
It may seem like you are beginning from scratch – just remember that it will be the hardest, but most valuable road you shall pass.
And, if you ever get on the crossroad and the path leads you to social media and digital in general, just remember that you have it all in one place right here in this blog.
I came across some impressing numbers when it comes to the potential of live broadcasting on social media and I would like to share them, along with my thoughts on the topic, with you.
Attracting new viewers to watch a certain game/sport is getting tougher and tougher each year since the selection of sports is bigger than ever before and because in the last few years we have experienced several new ways of watching sports outside of the stadium. Not so long ago, if you wanted to watch live sports away from the “battlefields” you were limited to TV or paying subscriptions and watching on mobile devices, but nowadays it is all about wherever and whenever you want to watch your favorite team play. It’s like Netflix but it’s free and on a screen that suits your needs! By looking at the different TV-rights deals, it is still only the most popular sports that are being broadcasted.
Do you remember those days when you could watch sports for free? Back in the day, at least in Sweden, we had the opportunity to watch several big sports for free on TV. But, what about the youth games with tomorrow’s talents or less popular sports, especially when it comes to international games? None of these have an easy way to market their games and sports.
Let us take a look at this issue from a different perspective. For example, Netflix can be watched on a variety of devices, just as we can access social media from different devices. With Netflix, you do not need to rely on TV program for good content, and it’s the same with sports. You do not need to rely on TV to show (market) your sports team or league. With a media platform that (nearly) everyone can access on all devices, sports that get limited or no time on TV, but want to grow their fanbase and showcase themselves to potential viewers, and especially sponsors, should seriously look at social media as their media house. Great example and a what could be called a Facebook Live success story is the FIBA youth tournament.
FIBA broadcasted their own youth basketball tournaments with Facebook Live and Youtube. They have shown that youth basketball is a global and highly consumed sport. Just look at these numbers:
This numbers are from the Live-streaming of the U-17 World Championships for men and women, which took place in Spain in June and July 2016:
5.6m …total live views (3.1m Facebook; 2.5m YouTube)
1.9m …views on YouTube for the men’s games (129 per cent up from 2014)
600k …views for the women’s games (350 per cent increase from 2014)
200k… live viewers across both platforms (111,230 Facebook; 85,231 YouTube) for round-of-16 men’s game between Australia and Bosnia and Herzegovina, the biggest live audience ever for a youth basketball game
24k …peak concurrent viewership, just 1,000 short of the record for the 2014 Fiba Basketball World Cup
Pretty good numbers if you ask me! Ever since Facebook launched Facebook Live we have seen more interactions from different sports team where they have broadcasted practices, pre-game preparations, as well as live games. But Youtube and Facebook are not alone as we have seen. This past year live broadcasting has been more implemented and used across Instagram and Twitter too.
Since more and more people spend a great amount of time on social platforms, that must mean something, right? If sports wants to become more accessible and broaden their reach, they need to use social media’s live streaming option. Another good example of the potential that Facebook Live offers comes from one of the world’s biggest brands – Real Madrid. When they broadcasted live on Facebook they generated 110 million views! And sure, they already have a global fan base and sure, they are broadcasted by the big TV networks, but despite that they showed that live posts have a good reach and a possiblity to attract new fans.
NBA have also broadcasted live on Facebook. They streamed a game live but only to citizens in India, probably because one of the team’s owner is from India. But still, this live streaming option gives a huge potential to market a sport in any part of the world.
This is not some breakthrough news for sports marketers, but the data insights you gain from posting on social media is necessary and good to compare when applying live broadcasting because this could (at least for smaller sport organizations) mean a great new exposure ability and could be used to find new sponsors/partners.
When it comes to Twitter Live, golf has done a lot of different partnerships with Twitter, and from this year the PGA Tour is being broadcasted live for more than 70 hours in 31 competitions for free.
NFL is another professional league that streamed 10 games on Twitter Live, and according to Sporttechie, the engagement and reaction were great despite a 30 second lag. A good thing with Twitter is that you do not need an account to watch a live video, it is accessible and it has a good potential to reach new fans. With this opportunity a marketer might get to those who can’t afford to buy a sports TV network subscription.
As Facebook told the Independent, and I believe this as well, social media platforms such as Twitter, Instagram and Facebook are becoming the nextmedia house for live sports.
La Liga recently started to broadcast their Friday night games on Facebook Live and Ligue 1 seems to be having similar thoughts. Sports teams don’t need to have a great website but they do need to focus on being on social platforms if they want to present themselves to their fans and potential investors. That’s something FIBA has shown and Chapart, the Fiba’s head of digital, said something many sports marketers should be aware of:
The benefits of social media are the simplicity of engagement from both the brands and the fans. Almost everyone has an account and it is simple, because you are one clickaway from being live and sharing content with your fans.
With this trend of broadcasting sports live on social media platforms, we can see less popular sports and youth games having a great potential to market their sports and find a new global fan base. Also, we can conclude that with this type of broadcasting, we are seeing the free-to-air sports broadcasting back in action but on mobile instead of the TV.
The pros (+) and cons (-) are:
+ Facebook. Twitter and Youtube have a huge global reach – Except the Asian market, where it might be more trickier to broadcast + Social platforms enable an easy way for people to interact with friends/fans worldwide – You need to have a device with internet connection + With Twitter broadcasting the NFL, you weren’t required to have an account, which increases accessibility – Not everybody has Twitter and/or Facebook + If people are allowing notifications on their mobile devices they can receive a notification when someone is broadcasting live on social media. Also, if a friend of yours has shared or liked a live Facebook video, you will probably see that on your screen.
– If you are watching a game on TV, nobody knows that (unless you’ve told them 😉 + In terms of engaging the millenials, social media platforms are the place to find them.
I would be happy to hear your thoughts/opinion/experience from broadcasting live on social media), so please contact me and let me know your thoughts.
Croatian communications agency Dialog appointed Nina Marković and Jelena Spalatin to its content creation and community management team.
Nina Spalatin joined Dialog from Styria Group where she worked for four years in digital development, marketing and promotion departments. Jelena Spalatin comes from the position of junior advisor for business development. The two joined the Dialog due to increased demands for content production of both online and offline channels.
Marina Ćulić Fischer expressed her delight for international companies opening their offices in Zagreb. “From Croatia we will manage digital and corporate communications on regional market for some of the world’s biggest brands. Until the end of the year we expect double digit growth in year-over-year compared with 2016,” she remarked.
Guess what: consumer attention span is becoming shorter and shorter. The results of UM’s latest research among social media users Wave 9 provides marketers with implications for their (often overseen) work.
Brands, wake up – and good luck with catching our attention
Global agency network UM has unveiled the results of the ninth annual survey on the habits of users of social media – Wave 9. The study’s message is pretty clear: consumer attention is becoming shorter and shorter, while consumer expectations of brands are at an all-time high. Covering a sample of over 52,000 respondents in 78 countries worldwide, data were used to investigate 20 emotional states of the consumer.
Retailer’s moments of truth in SEE
Wave 9 showed that the consumers’ feelings when purchasing products vary widely, depending on the context. For example, when researching new products online consumers have positive emotions, whereby the “expectation” is the primary feeling in Serbia (18 percent), while “interestingness” was the strongest feeling at that moment for consumers in Bulgaria (35 percent), Bosnia and Herzegovina (29 percent), Croatia (20 percent) and Macedonia (27 percent). In Bosnia and Herzegovina (21 percent), Bulgaria (22 percent), Macedonia (18 percent) and Serbia (17 percent) most people have the need to “learn something new”, while in Croatia, the need to “stay informed” (20 percent) is the primary one when researching a new product.
When these same consumers go for a weekly shopping, their primary emotion is “boredom” in Bosnia and Herzegovina (24 percent) and “relaxation” in Bulgaria (15 percent), Croatia (20 percent), Macedonia (30 percent) and Serbia (27 percent). Their greatest need at that moment is to “stay informed” (Croatia, Serbia and Bosnia) or “to have fun” (in Bulgaria and Macedonia). These needs are best met using social media channels, which almost 60 percent of consumers across the region see as the media that serve to “stay informed” or to “have fun”.
All the results of global research Wave for the SEE countries (Bulgaria, Croatia, Bosnia and Herzegovina, Macedonia and Serbia, will be announced soon.
Social media giant introduced its dedicated app, Facebook 360 for Samsung Gear VR, “an exciting new way to explore Facebook 360 photos and videos”.
“With more than 25 million 360 photos and more than 1 million 360 videos posted on Facebook to date, there’s plenty of great content to discover in Facebook 360 for Gear VR.,” FAcebook wrote in a statement. “The app is a one-stop shop for catching up on what you may have missed from your friends and others you follow, diving into the 360 photos and videos you’ve saved, and finding something new to enjoy.”
Facebook’s newest product will allow users to post reactions to content, as well as save and share 360 photos and videos. According to Facebook, more social features are on the way for the app.
At launch, the app will feature four feeds:
Explore: ” popular” 360 content on Facebook from media companies, organizations and individual creators.
Following: 360 content that your friends have posted on Facebook as well as 360 content from Pages and people you follow.
Saved: All the 360 content you’ve saved from News Feed ready for you to enjoy at a more convenient time.
Timeline: You will be able to check out your own 360 photos and videos all in one place..
Instagrammers can now post multiple photos or videos at once. Precisely what Facebook, Instagram's parent company, has already done for some quite years now. As of 22 February, the app began letting users attach as many as ten pieces of content into one post.
“When uploading to your feed, you’ll see a new icon to select multiple photos and videos. It’s easy to control exactly how your post will look. You can tap and hold to change the order, apply a filter to everything at once or edit one by one,” the company wrote in a statement. “These posts have a single caption and are square-only for now. On your profile grid, you’ll notice the first photo or video of your post has a little icon, which means there’s more to see.”
In short, the app doesn’t want to let you go off the platform.
WhatsApp, one of the most used messaging apps, introduced a new feature – status updates. The new version of status updates (an old one was also the app’s initial feature) is already available across Europe, and will likely roll out globally in the weeks soon.
When choosing between Instagram Stories, Snapchat and Facebook status updates, users will now be able to share their “feels” on WhatsApp. Launched this Monday, status update lets you share photos, videos, and GIFs with all your contacts at once. As WhatsApp recently redesigned its camera app, you can personalize media – with emoji, text, drawings and everything between. If it sounds and looks familiar, don’t worry. It certainly looks like Snapchat (or other rival apps)! When opening renewed Status tab, you can see updates from people in your WhatsApp address book. And like on rival platforms (Instagram, Snapchat), status updates expire after 24 hours.
“Starting today, we are rolling out an update to status, which allows you to share photos and videos with your friends and contacts on WhatsApp in an easy and secure way. Yes, even your status updates are end-to-end encrypted,” co-founder Jan Koum wrote in a statement. “Just like eight years ago when we first started WhatsApp, this new and improved status feature will let you keep your friends who use WhatsApp easily updated in a fun and simple way.”
As we’re all pretty familiar with, Facebook was auto-playing videos with the sound off. Yet, the most popular social network announced a series of changes regarding videos. From now on, video will auto-play with the sound on.
“After testing sound on in News Feed and hearing positive feedback, we’re slowly bringing it to more people. With this update, sound fades in and out as you scroll through videos in News Feed, bringing those videos to life,” said Dana Sittler, product manager, and Alex Li, engineering manager, in a statement. This raises one question: will captions still be important? Who knows. But what’s more important is the fact that sound just gained importance in your marketing efforts.
Furthermore, the upgrade also means vertical videos will now play full-screen with just one tap and users will be able to minimise a video and keep watching it while scrolling through News Feed. Lastly, it’s easier than ever to scroll through with the new progress bar.
Croatian start-up Aspida, under the brand Izzy, developed a branded Angry Birds keyboard aimed at global markets. The promotional campaign, launched in collaboration with advertising agency Bruketa & Žinić OM, was rolled out primarily on social media channels.
Fans of Angry Birds, video game with a movie adaptation of Finnish company Rovio, can now have their own branded and interactive keyboard, that is available on iOS and Android devices. Moreover, Izzy ft. Angry Birds is the first keyboard with advanced gesture recognition. The feature enables drawing emoji and symbols without leaving the main keyboard, and the finger motions are designed to be intuitive and easy to remember. Users are also provided with sounds and animations. Thus the theme of the Angry Birds movie can be played by swiping your finger over the keyboard, and by drawing certain moves for the ten most common emoji you can activate character animations.
An interactive keyboard comes with four skins. In the free generic one, with its frequent use and drawing of emoji and symbols, users can win animations with characters from the film. The three other skins with Chuck, Red and Bomb, contain all the animations. During the first week after launch, as a gift to users, all skins will be free on Apple and Google Store.
Digital strategy and communication is being done by Bruketa&Žinić OM. The campaign is entirely held via social media channels, such as Facebook, Instagram, YouTube and Twitter. It focuses on visuals and videos with the elements from the movie.