Advertising Across Social Media

Taylor Hengesbach

OverviewPosting Tactics

Target Audiences

Scheduling Tips

Age Groups

Demographics

General Facts

Youtubeest 2.14.05

1.3 billion users Translates videos into 76 different languages

covering 95% of the internet population

5,000,000,000 views per day(more than Facebook)

Reaches 18-49 year olds more than any cable network in the world

More than half of total views come from mobile devices

Average visit - 40 minutes

Conclusion: people are always on their phones, format for mobile devices

Since 2014 youtube daily activity has increased 40%

Advertising on Youtube is also up 40% with average sales via youtube raising +60%

Ad TypesIn - Search

Skippable In - Slate

Video ad provided within the search results using keywords

An ad that plays before or during a stream that is skippable after 5 seconds

3 different short advertisements to chose from or one long ad that plays automatically if a shorter ad isn’t selected

Target based off of age, location, sex, interests, search history, etc.

Run ads across multiple, similar and differing channels to measure effectiveness of target audience, etc

Google Ad Words + Youtube = create and submit your own ads

Ads

The number of youtube channels successfully earning over 6 figures have

increased by 50%

Highest paid youtuber earned $12 million in 2015

Swedish explicit video game commentator

With 46 million subscribers, his Youtube account has more views than Rihanna's Vevo account

In 2016, Time magazine named him one of “The World’s 100 Most Influencial People”

Pew Dew Pie (Felix Kjellberg)

Troubleshooting:

“Diagnostics show a high number of skips on ads”

Target audience is not specified & material is not presented

interestingly enough

EX. if an ad targets something I care about and immediately grabs my attention, I might pay attention to it. If an ad plays a catchy song, I might stick around to hear a little more of it

Content isn’t time sensitive - noproper post time

Browse via own convenience and want/needs

Listens Views Reads

$10$20$30$40$50$60$70$80$90$100

71

142

213

284

355

426

497

568

639

710

333

666

998

1332

1664

1997

2331

2664

2996

3329

117

234

1170

1053

936

819

702

585

351

468

Instagramest 10.6.10

User facts

500 million users as of June 21, 201690% of users are under 35

60% of users login DAILY, making it the second most engaged site after facebook

30% of Internet users are on instagram

42%

58%

Mornings have high traffic with low posting volume (business and advertising posting hours)

Afternoons and nights have high volume content posting hours

Highest traffic between 5-8 PM

Specifically Wednesdays 5-6

Posting Times

Brands typically post in the middle of the night because they are better appreciated in the morning not breaking up the feed of personal followers during the day

Photo has about a 4 hour window before getting lost in someone’s scrolling feed

79% more engagement with post location tagged

56% more engagement when a post includes another handle

(celebrity, popular brand, etc)

12.6 % more engagement when a post includes at least one hashtag

No more than 1-3 relevant hashtags per photo

Reportedly 8% of accounts are fake

Of the Top 100 Brands in the world, 90% of

them have Instagrams

48.8% of

brands are on

Instagram

by 2020 70.7% of

brands will be on

instagram

50% of users follow brands

Brand engagement on Instagram is the highest of any social media platform

10x more than Facebook

54x more than Pinterest

84x more than Twitter

Instagram ads incline users to buy, making them 70% more likely with ⅓ of users purchasing directly from mobile

onsite

Host contests / shoutouts / giveaways

Ask questions to all followers in captions to promote interaction

Teasers / upcoming releases

Post photos not always market driven - fun photos that boost customer lust or relation

Business Pages

Generates 3.5 billion interactions each day (likes)

Mobile ad revenue

upwards of $2 billion

expected to graze

$3 billion (2.81) by

2017

Bought by

Facebook in 2012

for $1 billion

Increased photography

More photos are taken and posted to Instagram in 2 minutes than during the entire 1800’s

10% of every photo that has been taken over the last 12 months has been posted to Instagram

Fun Facts

Twitterest 3.21.06

1.3 billion accounts

(34% having never sent a tweet)

89% younger than 50

11% older than 50{ {

500 million people visit the site each

month without creating an account or

logging in

26.4% of

usersare

Journalists

80% access the site mobily

23 millionusers

Are fake

Statistics

In 2009 news of a United States flight crash broke on Twitter before traditional media

Proving Twitter’s relevancy and dominance in real time

150% more retweets

89% more likes

18% more views

Tweets with images

Monday - Thursday12 pm - 3 pm

Advised not to post on weekends

* With spike at 5-6 pm on Wednesdays

Posting Times

54% of Twitter users have reported taking action toward a tweet from a

brand (visiting brand website via Twitter link,

retweeting, etc)

Average user follows 5 brands

65.8% of

companies use some form of Twitter

advertising

80% of users, at some point in

time, have Tweeted about a brand

77% of users feel

more positive about a

brand if their tweet is

replied to

(average response time: an hour and 24 minutes)

Customer service interaction has increased 2.5x in the last two years

Companies using Twitter saw an average increase of 19% in customer satisfaction

92% of companies tweet more than once a day

42% of companies tweet once a day

19% of companies tweet 5-10x a day

Company Tweet Averages

On the out?

Reported 18-23% of Twitter accounts that have previously been active have not tweeted within the last year

Facebookest 2.4.04

1.71 billion active users(most of any site)

72% of adult internet users use Facebook

18-29 82%30-49 79%50-69 64%

65+ 38%

(most common age group being 24-34 yr olds)

As of june 2016 there has been a 17% increase in daily active users

5 profiles created every second

Average visit on facebook: 20 minutes

Activity

Facebook like & share buttons are viewable

across 12 million websites daily

Shareable Content

300 million photos uploaded daily

50% of smartphone users check facebook within an hour of waking up

1 pm - 3 pmthursdays and fridays

engagement is 18% higher (when everyone is antsy at work, etc)

Advising you to wait to post until 11 am and think twice about posting after 5

pm

Posting TimesSpecific time - noon

Specific day - Saturday

85% of parents with children on facebook

are friends with their

child

83 million fake

facebook profiles

63% of marketers report that facebook is

vital to social media

success

Facebook bought outInstagram for $1 billion

& WhatsApp for $19 billion

Brandwatch Analytics

Google Analytics

Hootsuite (Kim)

AdWords

Snapchat est sept. 2011

misc.

%

25% of adult internet users participate in online discussions / chat rooms

23% of young adults participate in online discussions / chat rooms

31% of adult internet users have used pinterest at some point

Overall men online shop more than women with a 14% increase

40% with 1 child56% with 2 children

66% with 3+ children online shop compared to 23% of childless women

Online Shopping

Linked In

46% of linkedin users check their pages less than daily

Only site where users age 30-49 outnumber users age 18-29

Integration Across Media

Carli Bybel

Started off as youtube makeup tutorial artist

Began pairing with makeup companies to review their products

Launched instagram page and own fashion line