Social Media Landscape and Brand Opportunity

Social media is an outlet for communication, where consumers share information, products, and opinions that matter to them.

Utilizing the right social media channels for your brand provides many benefits. Brands utilize social to build awareness, drive website traffic and search ranking, develop relationships, position themselves as industry thought leaders, garner consumer and customer insights, and become conversational.

The opportunity for brands to leverage social media continues to grow and the platforms available provide innovative ways for both organic and paid reach.  

Facebook harnesses the power of an active community where users communicate through sharing and expression.

Stats:

1.13 billion daily active users on average for June 2016

1.03 billion mobile daily active users on average for June 2016

1.71 billion monthly active users as of June 30, 2016

1.57 billion mobile monthly active users as of June 30, 2016

Approximately 84.5% of our daily active users are outside the US and Canada

Brand Goals: Increase Awareness, Drive Engagement, Create Community

Basic Measurement: Organic and/or Paid Impressions, Engagement Rates, Website Clicks

Brands to Watch: St. Jude Children’s Research HospitalMicrosoftHumans of New York

Advertising Options: Page Post Engagement, Page Likes, Clicks to Website, Website Conversions, App Installs, App Engagement, Event Responses, Offer Claims, Video Views, Local Awareness, Slideshows, Carousel Ads, Dynamic Ads, Lead Ads

Twitter is a real time sharing site where users maximize 140 character limits to have one-on-one conversations.

Stats:

313 million monthly active users as of June 2016

1 billion unique visits monthly to site with embedded Tweets as of June 2016

82% active users on mobile as of June 2016

40+ supported languages

Brand Goals: Generate Awareness, Exhibit Thought Leadership, Participate In Conversation

Basic Measurement: Followers, Tweet Impressions, Profile Visits, Engagements

Brands to Watch: JetBlue AirwaysSiggi’s DairyPennzoil

Advertising Options:  Promoted Tweets, Promoted Accounts, Promoted Trends

Instagram thrives through visual with a primarily mobile user interface brands use the platform to tell stories through images and videos.

Stats:

500+ million monthly active users as of October 2016

300+ million daily active users as of October 2016

4.2 billion likes daily as of October 2016

95+ million photos/videos shared per day as of October 2016

Brand Goals: Drive Awareness, Increase Website Traffic, Increase Marketing Campaign Reach

Basic Measurement: Follower to Following Ratio, Engagement Rate, Impressions

Brands to Watch: Califia Farms Shore ProjectsCereal City Guides, Bonus: 360 Design Events

Advertising Options: Clicks to Website, Website Conversions, Mobile App Installs, Mobile App Engagement, Video Views, Reach and Frequency, Page Post Engagement, Mass Awareness, Local Awareness

Pinterest allows users to share ideas, discover new methods, and learn process with a focus on image and video content.

Stats:

100 million global active users as of June 2016

2+ billion monthly idea searches as of June 2016

80% of users access the platform via mobile

55% of US online shoppers pick Pinterest as their favorite social media platform

Brand Goals: Drive Website Traffic, Complement SEO

Basic Measurement: Followers, Pin Engagements

Brands to Watch: HomepolishPolyvoreZola

Advertising Options: Promoted Pins

LinkedIn is a digital rolodex, where brands and users have to opportunity to connect with their professional networks online. 

Stats:

450+ million registered members in over 200 countries and territories

130+ million registered members in the US

Professionals are signing up to join LinkedIn at a rate of more than two new members per second

Brand Goals: Business Positioning, Credibility, Source Employees

Basic Measurement: Business Page Followers, Impressions, Clicks, Engagement Percentage

Brands to Watch: ForbesHarvard Business ReviewL'Oréal Cosmetics

Advertising Options: Sponsored Content, Text Ads

Snapchat, now Snap Inc., focus on the younger generations providing a hybrid messaging style mobile only platform.

Stats:

150 million global active users as of October 2016

10+ billion video views daily as of October 2016

User base is primarily made up of consumers between the ages of 13-34

Brand Goals: Category Leading Platform Adoption

Basic Measurement: Friends, Views

Brands to Watch: Taco Bell, Kit and Ace, Delish

Advertising Options: SnapAds, GeoFilters, Lenses