In April, Facebook announced plans to overhaul the right-side column ads. Long-term concerns about engagement and visual quality led to these changes. Facebook is selectively rolling out the new right-side ads with a complete transition occurring August 1st. Here is what you need to know about the new format along with expected impact of the change.
As our recent report “7 Brands Generating More Engagement on Instagram than Facebook” highlighted, brands are definitely connecting with their audience on platforms outside Facebook.
This reports delves into the beauty category. Looking at how activity compares between Facebook and Instagram, and what brands are doing to success on Instagram. The report compares ten top beauty brands across 6 social networks: Facebook, Twitter, YouTube, Google+, Instagram, and Pinterest.
Facebook is the dominant social network in terms of fan count: Average of 72% of all communities reported on
Instagram is only the 4th largest community based on industry average.
Industry-wide, 77% of all social content engagements are happening on Instagram. Facebook garners 27%.
NYX, the brand with the smallest overall fan count, has the most overall engagements (97% of those engagements happened on Instagram.)
Engagement rates for the top industries are: Facebook = .13%, Twitter = .019%, Instagram = 3.14%
The brands analyzed are Chanel, Clinique, Covergirl, Dior, Estee Lauder, L’Oreal Paris, Mac Cosmetics, Maybelline NY, NARS Cosmetics and NYX Cosmetics. Those ten brands were selected from a larger pool based on their overall social media community size.
Tags: content marketing, content strategy, Facebook, Facebook strategy, Instagram, Social Media, social media marketing, social media strategy
Posted in Creative Best Practices, Emerging Platforms, Opinions, Research, Social Media, Web Analytics, Word of Mouth | No Comments »
We recently launched a new data view at Zuum: The Social Engagement Leaderboard. It ranks the volume of engagement for a set of brands across Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest. We applied this data view to some of the top social brands in the world, and found that a number of them are getting higher numbers of engagements on Instagram than on Facebook.
This report looks at the benchmarks and content of 7 of them: Coca-Cola, Oreo, Red Bull, Chevrolet, Maybelline, Calvin Klein and Burberry.
Key Data Points
86% of the total fan count is on Facebook while only 20% of the total engagements are on Facebook
1.6% of the total fan count is on Instagram, while 72% of the total engagements are on Instagram
The ratio of engagements per post to fan count was 100 times higher on Instagram than Facebook
The Instagram accounts are gaining fans at a rate 5 times faster than the Facebook pages
Brands are posting about the same volume on Instagram as they are on Facebook
Curious to hear of other smaller brands generating more engagement on networks other than Facebook.
Tags: Burberry, Calvin Klein, chevrolet, coca-cola, content marketing, content strategy, Facebook, facebook marketing, Facebook strategy, Instagram, Maybelline, oreo, red bull, Social Media, Strategy, twitter, youtube
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Ad responders are clear about their preferred methods and channels for responding to ads.
Every year ChoiceStream polls consumers to find out how they think and behave around digital advertising, and every year I learn something new and actionable. This year’s ah ha moments didn’t come from one specific question, but from the combination of several questions and our experience in programmatic campaign optimization. We cross tabulated several questions and interpreted results from one cross tab in light of the results from others then matched those findings to our experience optimizing campaigns. Here’s what we learned.
Survey Finding: More people respond to ads by searching or browsing than respond by clicking.
Programmatic Experience: Optimizing for clicks takes a completely different campaign setup than optimizing for conversions. Usually optimizing for clicks will reduce conversions.
Take-away: If your attribution model doesn’t give significant credit to view-throughs you are: a) missing more than half of the effect of your ads, and b) giving your advertising partners incentive to hunt clicks instead of hunting customers.
Survey Findings: 1) The percentage of people who have shopped at least once on a mobile device is catching up to the percentage of people who have shopped on a computer (see the... Read more
One of the more popular reports we publish, this is a great benchmark resource for anyone wanting to know how their ranks on Facebook. Brands appearing in this report include Subway, Taco Bell, McDonald's, Burberry, Chanel, Gucci, Twix, Oreo, Skittles, Estee Lauder, Red Bull, Monster Energy, Crest, Colgate, Oral-B, Hilton, Sheraton, Dole, Capri Sun, Nissan, Honda and Ford.
Tags: content marketing, content strategy, Facebook, facebook page, facebook page strategy, Facebook strategy, Social Media, social media marketing, social media strategy
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Media Planning & Buying, Opinions, Research, Social Media, Web Analytics, Word of Mouth | No Comments »