Who’s Where? Demographic Stats for Visual Content Platforms

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Source: Unsplash

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By: Karina Rocha

April 25, 2016

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Today Pew Research shows that total 58% of the American population is on the internet. This number tells you, as a marketer, that no matter the market you are trying to reach, they’re most likely on the internet. Your task is is knowing exactly where your audience is.

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Getting to know you audience is key to delivering a successful message. So, once you are aware of where to reach them and where not to, then you can appropriately allocate your resources to narrow in on a targeted platform.

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As you will see, posting a video about your brand targeted to 15 year-olds will have more success in some places than others. Curating content to target different age groups for the same product is also a possible strategy to implement depending on your product.

So we’ve taken the liberty of analyzing each platform to let you know where the kids are, where the parents are, and where theirs are, too.

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Snapchat

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Snapchat, perhaps the youngest and freshest face on the scene. Business Insider reports that 45% of Snapchat’s adult users are between 18 and 24.

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If you can create successful engaging visual content for this platform studies show that 45% of college students would open a snapchat from a brand they did not know.

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The most affordable and popular digital content adored by this audience are geo-filters. Creating a captivating and engaging geo-filter for your brand is an excellent way to reach this ‘cool’ teen audience.

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Pinterest

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Pinterest is one of the most compelling visual content platforms for a variety reasons. You can find that your content has the potential to live its longest half-life on Pinterest.

On this platform you’ll find that an overwhelming 44% of its users are women compared to 16% of men users. The age demographic is average 18-29 at 37% with the 30-49 cohort close behind at 36%.

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Also notable is the geographic demographic composing of 65% of either suburban or rural. So it makes sense to find that Pinterest most popular pins would file under the lifestyle section.

From these key facts, you can see that this platform is not for everyone. While it can certainly not hurt to have one for company or brand, depending on your audience will determine how its success on Pinterest.

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Facebook

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Facebook is the most popular platform used by 72% of internet users and 62% of entire adult American population. With strong presence across all age and gender cohorts, Facebook is impossible to ignore.

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This is a platform you should most certainly not neglect because in order to reach your target audience in a sea of people, you have to make sure your content is speaking to them.

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Facebook is a tool that is not going away anytime soon, so post the content that your audience will want to see because they’re most definitely on Facebook.

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Instagram

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Instagram hosts a smaller niche much like Snapchat, possessing only 28% of all internet users with the ages 18-29 being the most popular.

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The typical user on Instagram can be described as a young millennial living in an urban setting.

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The visual content you post on Instagram therefore has to resonate with this “cool and trendy” crowd. Images that are beautifully captured, innovative, or a have splash of “cute” tend to receive the most engagement.

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If the aforementioned demographics sounds like your audience then research, creativity and a cool message drive results for your brand.

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Twitter

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Twitter’s demographics are as follows: 23% of internet users, 20% of entire internet population, and 37% aged 18-29.

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This is one of the few social platforms where men surpass woman in terms of usage with 25% compared to 21%. Geographically 29% of users live in an urban setting.

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But Remember this!

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While we hope that these demographics will come in handy when deciding where your visual content might resonate best, remember that these stats only give you a vague glimpse to your consumer. Your audience possesses more depth than just these facts, these are only your starting point. Make sure that you further delve into the mind and persona of your audience because the most successful visuals will capture their minds and interests.

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If you’re looking to read more about the social media demographics, check out this cool video and post!

Top 5 Websites for Social Media Analytics

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Source: Unsplash

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By: Karina Rocha

April 5, 2016

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Why should you be monitoring your data? 

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For starters, let’s go over the importance of gathering data before creating and posting visual content.

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Researching analytics are crucial for every marketer but for inbound marketing, it is the driving force. Especially because this information already exists and is there for there for the taking!

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The social analytics for visual content allow you to see exactly how visitors are interacting with content. Whereas traditional marketing methods such as billboards only left you with vague guesses. Now, you can know what your audience is sharing, liking, or commenting the most. And with that info, you can gain insights and create more of what they want.

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Marketers now possess the ability to more than ever to precisely measure engagement with the number of shares, likes, and comments.

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While this is great news, sometimes the biggest hurdle is deciding what tools to use to interpret all of this data.That is why we have compiled a list of our favorite websites and tools to help you out.

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1. Curalate

Curalate is an amazing resource for collecting data thats analyzes your pictures, and tells you which of your visual content is the generating the most feedback. It breaks down just how your audience is engaging with your photos and across different visual media platforms to a science. This program works mainly with Pinterest and Instagram and has recently been garnering more attention with its innovative and creative tactics and approach to tracking the new consumer purchase journey.

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While this one may not be free, we think it’s worth every penny.

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“If a picture is worth a thousand words, Curalate makes brands literate”

-Josh Constine TED CRUNCH

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Source: Social Strand

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2. Google Analytics

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This program is perhaps the best known. This resource provided by Google is extremely effective in monitoring the traffic driven by your social media accounts. Use Google Analytics to determine which social media platform is most successful driving in customer acquisition. Visual content posted on social certain media accounts could be leading more customers to your website than others, so figuring identifying stronger profiles is key!

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(https://blog.bufferapp.com/social-media-analytics-tools)

“Google Analytics is the simplest and most robust web analytics offering”

Lou Dubois INC.

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Source: Inspiration Feed

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3. Hubspot Analytics

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Want to get a quick glimpse of all of your social media accounts and their performance? Then turn to Hubspot Analytics. Hubspot lays out your ROI on your main social media platforms. They offer an easily manageable interface that is a standout to gain a quick read on all of your accounts.

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Source: FindandConvert

4. Followerwonk

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This tool is an excellent addition to your resources to better engage with your Twitter audience. With Followeronk, you can identify potential influencers, interact with them, which can then lead to potential new followers. Further propel your brand by keeping in cultural zeitgeist.

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The prices for the program vary from free to $79 monthly fee.

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5. Keyhole

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Use Keyhole with any #hashtag-friendly platform. This program allows marketers to track and monitor the ‘real-time’ success level of engagement of their hashtags. Keep track of ‘key’ information such as how many people have used your hashtag, repinned, retweeted, or liked it. This data allows you to see the popularity of any promotional hashtag campaigns, as well as track customer interaction with your brand.

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So, go ahead try one out!

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While there are many more options out there to explore, these are just a few of the most popular and well recognized programs used by marketers today. Early recognition of what works and what doesn’t is the recipe for success in inbound marketing. Begin harnessing the power of social analytics and start integrating these tools as a part of your marketing strategy!

Visuals and Why They’re a Universal Language

By: Karina Rocha

March 30, 2016

 

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Image via Unsplash

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Break down the walls of communication with visuals!
Today, visual content is shared on the internet worldwide. This means that the potential audience reach is in the millions.

It’s important to take a step back and first of all define visual content, identify the proven platforms, and lastly analyze their effectiveness in the field of marketing.

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So first things first, what is visual content?

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Visual content includes anything from pictures and videos to infographics and memes.

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Image via Marketo Blog

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And with all of these aforementioned types of visual content, a marketer’s mission is to leave behind a more impressionable message in the minds of consumer than words alone would.

Each type of visual content has its own perks and drawbacks, the trick to deciding which one is best for you depends on your particular brand and audience.

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So where do I post this stuff?

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The most popular social media platforms to post visual content are Facebook, Pinterest, Instagram, Twitter, Tumblr, and Snapchat.

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Image via Founder’s Guide

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As mentioned before, your brand, message, and content are pivotal when choosing what and where to post. So proper preparation and research are essential in order to effectively transmit your desired message. Because as you’ll see, each platform has a mind of its own.

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On Pinterest, you can create curated content board that mainly can include pictures and links to blog posts. Facebook and Twitter are best for hosting a variety content including, pictures, videos, and memes. Youtube will exclusively host your video content and Instagram can include short video snippets and of course, pictures.

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So how effective is visual content?

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Studies have shown the effectiveness of visual content is undoubtedly here to stay. In fact: when people are simply told information, they’re most likely to remember only 10% of it, but attributing an image with the same information will increase the retention rate to 65%. Look below, for even more stats from Cooler Insights on the power of visual content.

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Image via Cooler Insights

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Visuals undeniably increase the audience reach because as you can see, with an image they’re more likely to see it. Therefore, to become and remain a successful marketer, you must include visuals somehow or someway into your message. Content Marketing Institute below, also gives us even more reasons to include visual content.

 

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Image via Content Marketing Institute

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And not only are they more likely to remember it but they are also more likely to share it with their friends. Visual content makes up 93% of all human communication.

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Here are the some of the cold hard facts that you need to remember:

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Visual content is direct, shareable, and best of all, it’s memorable. Plus, it’s essentially accessible to everyone. So marketers, if you want to make your brand’s message memorable, don’t just tell them; show them! Start using visual content in your marketing strategy today, click here for even more convincing stats!

7 Reasons Why Brands Need Video Marketing

Luz Bottecchia | March 19, 2016

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Want to make your visual content speak for itself? Use a video! Don’t underestimate the power video could have in your marketing strategy. With high quality footage and powerful storytelling, this visualization tool is sure to set your brand apart from its competitors and take your content to a new level.

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So just how influential is it? The average Internet user spends 88% more time on a website with video than without. B2B and B2C marketers can’t ignore this kind of traffic in today’s marketplace.

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Here are 7 reasons why brands NEED to make video marketing a priority:

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1.People are visual learners

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Let’s not kid ourselves. No one likes reading long, mundane pages of text. In this day and age, why read when you can watch? Statistics show 65% of people are visual leaders. Actions speak louder than words! A video is a much more effective way to communicate a message. Whether it’s launching a new product or giving a tutorial, users are more likely to engage and better digest the information if the content is visual.

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2.Show vs. Tell

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Video content is a total game changer when it comes to a product or service. There is no better way of explaining the product or service than showing your customers exactly what you do. This visualization makes it much easier to break down complex concepts while connecting with your viewers. Not only does comprehension increase, but also 85% of customers are more likely to make a purchase after watching a product video.

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Source: superfastbusiness.com

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3. Humanize the brand

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Text on a computer doesn’t necessarily create a personality for your brand. With video content, you are able to create a relationship that will resonate with your viewers and build the trust that is necessary to gain customer loyalty to the brand. According to Quicksprout, about 80% of Internet users remember the video ads they watch online. An engaging video with brand personality makes the experience enjoyable and even more importantly, memorable.

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4. Assists with SEO

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Don’t blend in. With so much content on the web, it is a challenge to breakthrough the clutter without top-notch content to reach your audience. Video content increases the chances of a front page Google result by 53 times. Videos are given priority over images on search engines, meaning the more video content the brand has, the more exposure it will get when users search for it.

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5. Instant feedback

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Enable comments to the video to make sure viewers are able to comment. This engagement is important to understand the overall sentiment of your audience. The feedback also provides a springboard for the next video creation, since viewers might have suggestions of topics or ideas they would like to see. A collaborative environment like this, not only is helpful for the brand, but also for customers to feel like they are part of the process.

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6. Measure success

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Metrics are key. To measure your success, it is important that you analyze your results to understand your impressions, frequency, and reach. This can be accomplished through several online tools, such as Google analytics and Hootsuite. Many video and social media platforms will also include measurement tools within their own domains as well.

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7. Share-ability

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Social media makes sharing videos a breeze! Make sure your videos are enabled to share, for increased reach of potential customers. Who knows…maybe it could even go viral! That’s the ultimate goal here. With websites like YouTube, Instagram and Vine, it’s easy to share content among social media platforms. Just make sure to always remember, every second counts in video content, so make sure to make the most of it and only include quality messaging that will draw in customers and businesses who will benefit from your brand’s content. The infographic below outlines some publishing and syndication ideas, courtesy of marketingtechblog.com

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By now, hopefully these reasons have helped you understand the advantages of video marketing. These reasons are the tip of the iceberg in the endless amount of reasons why brands should be leveraging video content in their marketing strategy. Click here to learn about other ways that video can take your brand to new heights.