Tagged 'content'

GoPro is crushing it on Instagram

Posted by Doug Schumacher on May 14th, 2015 at 9:05 am

We just pulled some data from the consumer electronics category, and GoPro is putting up some remarkable numbers of engagements, especially on their Instagram account.
The Engagement Leaderboard directly below shows the total number of engagements generated by public posts on various social networks for major consumer electronics brands, during the month of April 2015. The GoPro engagements on Instagram alone put them in a class by themselves.

Yes, they have a lot of Instagram followers, at over 4.5 million. Yes, they post a lot. More than any of the other consumer electronics brands. But whatever the case, they generated 18 million engagements last month. Many brands would be ecstatic to just have that many monthly impressions in social media.
So let’s take a closer look at how GoPro approaches their social media content.
Below is Zuum’s Subject Analyzer for GoPro’s posting on Facebook, Instagram and Twitter. It breaks out GoPro’s activity across those three networks into various posting and engagement calendars, as well as the top content themes, and the top posts.
It’s interesting that despite only 22% of their posts happening on Instagram, that network is generating the majority of the impact in terms of engagements, per the Posts and Engagement charts below.
The next two charts down on the report, Posting... Read more

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.

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.

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Part 2): What I Saw at the Revolution

Posted by Rick Mathieson on February 17th, 2015 at 10:03 am

Content marketing may get a lot of buzz these days - but it's as old as advertising itself.
In part two of my conversation with longtime New York Times advertising columnist Stuart Elliott, we continue to talk about how social media has paradoxically fueled growth in television viewership - especially for events like the Super Bowl.
But as part of this wide-ranging farewell Q&A with Elliott - who retired in December after nearly 25 years of covering advertising for the Times - we get into sponsorship advertising, as well as so-called content and video marketing.
Surprise: None of this is future-forward at all. Indeed, it's a return to the golden age of advertising. But while it sideswipes the problem of ad-skipping technologies and an ever-expanding universe of digital distractions, it comes with some considerable challenges of its own.
Click Here to Download: Q&A WITH STUART ELLIOTT: WHAT I SAW AT THE REVOLUTION (PT 2) - THE RISE (& RISKS) OF CONTENT MARKETING
(Approx: 5:40)