But along with the performance numbers came some key insights and strategy takeaways. For example, it was widely reported at the average global user spends around 50 minutes per day on Facebook, Messenger and Instagram, indicating that Facebook’s ‘family of apps’ strategy of breaking down its offering to key focus areas is paying off. Oh, and by the way, that tally doesn’t included WhatsApp, which announced one billion active users back in February. This is quite an audience to get familiar with.
Charting A New Course
With what one imagines to be a keen eye towards these two trends – specialised app families and the popularity of messaging apps – rumours are circulating that Google is setting its sights on an acquisition of Telegram. Telegram is famous for being one of the first mainstream messaging apps with full end-to-end encryption of its messages. Its 100 million users are but a drop in the bucket compared to the 900 million on Facebook’s Messenger and billion on WhatsApp, though.
Google also announced what may be a pretty substantive about-face on the way it conducts business with users in its search engine. It announced that it was working with publishers to allow content to appear directly in the search engine which sounds, to us anyway, a little similar to the Instant Articles proposition offered by Facebook. This is significant from a strategy point of view because Google’s modus operandi has always been to minimise the time you spend on its site. Facebook and other social networks need to keep a hold of your eyeballs. Hosting published content would be a complete reversal. It also means that that coverage that you don’t want people seeing about your company is one click closer, making SEO ever-more important.
The Sweet Spot
Making use of popular bloggers, vloggers and grammers (spelt like that on purpose, I promise) has been a popular tactic of digital marketers for some time. Markerly research, an influencer marketing platform, has shown that using Instagram influencers with the highest number of followers isn’t necessarily the most effective way to engage consumers.
A survey of 2 million social media influencers showed that unpaid influencers with fewer than 1,000 followers had a like rate of 8%, as opposed to a rate of 4% for influencers with 1,000 to 10,000. The same was true for paid content, with the maximum impact falling on influencers with a follower count between 10,000 and 100,000. The takeaway? It pays to be more targeted and more selective in choosing your influencer – or micro-influencer, as the case may be.
It’s All Gone Sideways
We wanted to offer another quick note on video content because, we know, it’s hard to keep up with this stuff. Part of Facebook’s strategy announced this week focused on virtual reality (VR) through Oculus and 360 video in feeds. And outside of social media, The Guardian conducted its first VR investigative piece. While not applicable to everyone, it’s worth considering how to use this opportunity for immersive video to make stakeholders really experience your brand.
And for those a little less tech-heavy in their approach, consider that even just the layout of the film matters. Snapchat has changed the game by mainstreaming vertical videos, with publishers from the BuzzFeed to the Wall Street Journal producing vertical videos, which are becoming the expectation for a millennial audience. According to KPCB analyst Mary Meeker, 30 percent of video viewing time in 2015 was on vertical screens. If that’s not enough, Snapchat announced 10 billion reasons to believe vertical video viewing is taking over.
Also This Week
LinkedIn’s sponsored content pivot helps ad revenue hit $154.1 million [Marketing Land]
Twitter now bills itself as a news app, not a social network [Digiday]
What to Know About Live Video, Social Media’s Latest Craze [WSJ]
Foursquare’s prediction about Chipotle’s sales drop is right on the money [TheNextWeb]
Facebook is reportedly working on a Snapchat-like camera app — again [Mashable]
Twitter now autoplays Periscope streams on Android timelines [TheNextWeb]
Ikea wants you to become the Swedish chef…in VR anyway!
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.
FTI’s digital practice in EMEA operates as a centre of excellence for digital communications within the firm and is staffed by a team of practitioners with industry experience of consumer, corporate and financial communications. The team runs an active portfolio of multi-sector brands and partners with FTI’s teams and clients to provide a wide range of online reputation management services.