Tagged 'social media marketing'

In fashion, social media posts about ads are as engaging as those about products

Posted by Doug Schumacher on May 21st, 2015 at 12:14 pm

There are many different levels of social media data. Benchmarking data provides a good high level perspective, and of course, looking at a list of top posts lets you see whose posts performed best.
However, between those two is a much richer area of content analysis. Looking at top posting themes and analyzing which brands are posting on those topics, how much they’re posting, and how engagement builds or declines over time for each topic.
Take for example the chart below, which shows the top subjects posted by 9 luxury fashion brands during April on Facebook, Twitter and Instagram. As detailed in the sliders, this setting provides a complete view of every topic posted on at least twice. You can see the broad range of themes, and of course, Kendall Jenner’s Twitter account at the center of engagement.
Subject Explorer showing topics with at least 2 on a single social network

From here, though, I like to drill down in one of several directions. A logical next step would be to refine this to only topics posted on at least 5 times on a single social network, per the chart below. This is a much more streamlined view of only the top themes used during this time period.... Read more

How Lincoln Motor is using social media content to rebrand

Posted by Doug Schumacher on May 20th, 2015 at 9:05 am

Concept cars have always provided the sizzle at auto shows, and give brands a great way to flash their engineering expertise. So when reviewing the social media content of 12 brands in the luxury auto industry, seeing ‘concept’ as a high engagement topic called for further exploration.
Below are the various topics posted by all brands that had at least 25 posts in a single social media network during the month of April, 2015. So in other words, the topics below were used frequently. You can see ‘concept’, in red and in the center, indicating high engagement.
Topics Used in April 2015

While a number of those topics could be worth exploring, let’s drill in and see how the companies are using the term ‘concept’ to enhance their brand. Below is Zuum’s Subject Analysis of all posts in April. In the Posting By Day chart, the impact of the New York Auto Show is clear, as there was heavy posting during that event early in the month. However, the promotion of concept cars didn’t stop after the show – there were 91 posts on ‘concept’ throughout the month.
Analysis of posts on ‘concept’ during April

In further analysis of which brands were posting the most in the Posting By Day chart,... Read more

Diesel's #dieselhigh campaign analyzed

Posted by Doug Schumacher on May 5th, 2015 at 9:35 am

Diesel has long been one of the more innovative brands in marketing, online and off. So I thought it would be interesting to take a closer look at how this brand approached one of their major campaigns themes during the first quarter of 2015.
Below is Zuum's Subject Analysis report of one of their major campaign themes in Q1 of 2015, #dieselhigh. It provides a complete overview of the campaign's attributes and performance level, including posting volume, engagement level, top themes of the campaign, and the top posts, for Facebook, Twitter and Instagram.

Diesel's campaigns are often quirky and unconventional, fueling a sense of freshness and excitement. Looking at the posts at the bottom of the report -- the most engaging posts in this campaign for each network -- you can see the level of creative latitude they have with this campaign theme.
In the Posts chart in the upper left, note the high volume of Instagram posting. It's a reflection of that network's progress from outlier to mainstream adoption. Instagram is now well-established as the network that generates high engagement rates. And looking at the Engagements chart above right, you can see that it's also generating a significant percentage of the overall engagement. That's even more impressive considering the relatively small... 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.