Socialytics An Overview of Current Social Media February 2017
Key Insights Snapchat: •
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Majority of marketers have a Snapchat account, though only 67% of those accounts are active and continues to decline. Despite the growing popularity of the Snapchat platform, which averages more than 150 million users per day, brands struggle to create live content for the app. Of those active brands, accounts posted on the platform an average of two times per week.
Livestreaming: • •
1.2% of marketers used Facebook’s new livestreaming feature Live video is popular amongst consumers because of its video appeal, value of immediacy, user engagement and instant feedback.
Engagement Rates: An engagement rate is based on the likes and comments received divided by the number of followers at the time of the post. •
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Average interactions per promoted posts is decreasing thus forcing brands to utilize influencers in a different way. Brands shift the focus to influencers who have high engagement rates and smaller followings. Influencers with the highest followings do not always have high engagement rates which means that their content is not engaging all their followers.
The Trending Influencer: Becca Tilley @beccatilley 1 million followers Youtube: Becca
Tilley 12,682K followers
http://www.beccatilleyblog.com This video had 804,483 views which makes her engagement rate around 80% for this post.
Becca grew a social media platform following her appearance on the hit show, The Bachelor. She was the girl next door, who gained an extremely loyal following because of her relatability. She and Jojo Fletcher, the Bachelorette, took social media by storm as they posted a mix of candid and refined content through photos and videos. Followers continue to engage with the duo because their friendship is authentic and relatable, and their lifestyle is glamorous. The two promoted the brand DIFF Eyewear to launch the Jojo collaboration. The brand forced retailers to pay attention because of their strong social media presence and demand of the brand's following. Less than six months after this social media push, the brand was picked up by Nordstrom.
The Trending Brand: DIFF Eyewear / a brand built through e-commerce and social media How: Leveraging the trending show, The Bachelor, the brand employed the efforts of contestants and couples with strong social media followings to grow brand awareness and engage consumers; through sponsored posts and tagging as well as hashtagging of the brands. DIFF Eyewear and these influencers simultaneously posted merchandise shots as well as discount codes for ecommerce such as “ASHLEY25.” When: Though the brand was founded in 2014, they collaborated with the Bachelorette, Jojo Fletcher, in launching the “LIVE LOUD” collection. The campaign launched shortly after the finale for her season of the show in August 2016. / Using different discount codes for influencers allowed the brand to track each influencers reach and influence on buying power /
The Trending Event: #REVOLVEAROUNDTHEWORLD When: 1/5 - 1/14 Where: The Caribbean Who: @camilacoelho (5.4M Followers), @songofstyle (4.3M Followers), @negin_mirsalehi (3.7M Followers), tashoakley (1.8M Followers), @peaceloveshea (1M Followers), @rocky_barnes (885K Followers) •
Revolve increased audience and awareness for its brands, Tularosa, Lovers & Friends, Privacy Please and NBD, as influencers posted about the trip and what they wore.
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The online powerhouse showcased the styles worn on the trip on their website and made it easy to shop the looks.
The Trending Site: Fab Fit Fun
What It Is: •
A website featuring a subscription service that delivers beauty, fashion and fitness products 4x per year.
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Browse their magazine for articles relating to life, wellness, entertainment, beauty and style and be part of the community #FabFitFun. www.fabfitfun.com
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