'Social Media' Category

Report: Top Social Media Campaigns for Pet Foods

Posted by Doug Schumacher on April 23rd, 2015 at 12:22 pm

Pet Food campaigns tend to play well in social media, as they frequently combine a photogenic subject with something people are passionate about. Pets. That also makes them ideal for user generated content, which all these campaigns seem to employ on some level. It’s also a combination that makes Instagram the network of impact for this type of content.
Highlights

Two of the campaigns tied in with 2 major events in Q1: The Super Bowl and the Grammy Awards.
Instagram is the clear engagement leader among the social networks. Not surprising given the photogenic subject matter of pets.

Marijuana Industry Growing Like A…Well…Weed

Posted by Neal Leavitt on April 22nd, 2015 at 12:54 pm

“Dave’s Not Here Man”
--Tommy Chong
“They’ve Outlawed the Number One Vegetable on the Planet”
--Timothy Leary

Grass. Pot. Weed. Ganja. Reefer. Wacky tobaccy.
The monikers are infinite.
And apparently, so is the growth potential of the burgeoning cannabis industry. GreenWave Advisors, a marijuana research and financial analysis firm (could anyone have remotely envisioned such a firm a decade ago?) prognosticated last year in a report that if the federal government and all 50 states legalize recreational marijuana, it could be a $35 billion annual business by 2020.
While that’s probably a Rocky Mountain High pipe dream for the near future, another cannabis industry investment and research firm, Oakland, CA-based ArcView Group, said that the U.S. market for legal cannabis almost doubled from $1.5 billion in 2013 to $2.7 billion last year. ArcView also predicts that by 2020, another 14 states will legalize recreational marijuana and two more states will legalize medical marijuana.
Currently four states – Alaska, Colorado, Oregon, and Washington – have legalized retail marijuana; Washington D.C. voters legalized recreational use but sales are still illegal.
Erik Devaney, writing in HubSpot, said it’s not just marijuana growers, distributors and dispensaries comprising this potentially lucrative landscape.
“It’s also fertilizer companies, and lighting system... Read more

Report: Video Most Shared Content On Facebook

Posted by Doug Schumacher on April 22nd, 2015 at 10:11 am

If brands want to increase their sharing, which most do, then video is a good content type to be publishing.
That’s the repeated findings from our analysis of how users engage with different types of content. Initially, this trend surfaced in a report we published 3 years ago. And according to our latest report, the findings still stand.

What video delivers that other content types don’t likely varies from one industry to the next, and even from one video to the next. But one can surmise it’s multiple factors, including a heightened perceived value of video due to it’s more complicated production, and that video can tell a story more convincingly due to it’s immersive combination of visual and audio stimuli.
Highlights

For the 7 industries analyzed in this report, video was shared at a higher rate than the other Facebook content types in every industry but one. Fast Food.
Industries like Luxury Autos, Energy Drinks and Pet Foods saw video shared at about 2x the rate of any other content type.
For the Pet Foods industry, over 27% of all engagements generated by video were shares.

Here's the published report you can view or download.

Report: Social Media Community Size and Growth Benchmarks

Posted by Doug Schumacher on April 14th, 2015 at 9:47 am

This report delivers a broad view of social media community sizes and growth rates across 9 industries and 73 brands. The average industry Facebook page fan count ranges from around 700,000 in several industries, to 25 million in the soft drink category.
While community size and growth rate aren’t to be focused on at the risk of lowering engagement, social media fans are still undeniably valuable. This report can give you a good sense of the community benchmarks across a diverse set of industries.
Highlights

Instagram continues to be the social media network with the highest overall growth rates
The single highest brand social media fan count is Coca-cola’s Facebook page: 94 million
In the Luxury Fashion industry, every brand has an Instagram account with more than 1 million fans.

Latest Facebook ad changes and using analytics to best leverage them

Posted by Katya Constantine on April 14th, 2015 at 9:46 am

Over the past few years Facebook has gone through a similar monetization transformation that Google performed in the decade before - very successfully and much faster. It allowed brands to publish their content to get noticed, then experimented with a number of ad formats - and once it settled on winning formulas for mobile and display, opened the floodgates for advertisers to buy ads at scale.