How Instagram and Snapchat Are Benefiting From Facebook’s Declining Teen and Tween Numbers

Teens and young adults are drifting away from Facebook.

eMarketer released its latest forecast on U.S. mobile and internet usage, and the research company sees double-digit gains for Instagram and Snapchat in 2017, while the opposite is true for the parent company of the former.

According to eMarketer, although monthly Facebook users will rise 2.4 percent in 2017, the 12-17 age group will slide by 3.4 percent, marking the second consecutive year of decline for that age group (it fell 1.2 percent in 2016).

Facebook users under 12 and between 18 and 24 will also see slower growth, according to eMarketer.

As for Snapchat, eMarketer sees 2017 user growth of 25.8 percent in the U.S., higher than its previous forecasts, with users between 18 and 24 rising by 19.2 percent.

Snapchat will overtake Facebook and Instagram in the 12-17 and 18-24 age groups for the first time, according to eMarketer, with its share of U.S. social network users surging to 40.8 percent.

Emarketer also upped its 2017 user growth projection for Instagram to 23.8 percent in the U.S., saying users under 12 will jump 19 percent, and 12- to 17-year-old users will go up 8.8 percent.

In the U.K., eMarketer projected a 34.8 percent jump in monthly users for Instagram, with Snapchat climbing 20.2 percent and Twitter’s slight gain in that country edging that of Facebook.

eMarketer senior forecasting analyst Oscar Orozco said of Facebook’s declines in teens and tweens, “We see teens and tweens migrating to Snapchat and Instagram. Both platforms have found success with this demographic since they are more aligned with how they communicate—that is, using visual content. Outside of those who have already left, teens and tweens remaining on Facebook seem to be less engaged—logging in less frequently and spending less time on the platform. At the same time, we now have “Facebook-nevers”—children aging into the tween demographic who appear to be overlooking Facebook altogether, yet still engaging with Facebook-owned Instagram.

Source: adweek.com; 21 August 2017

Twitter’s APAC growth key to attracting ad revenue : AppsFlyer

Twitter is falling behind Facebook in attracting advertisers, yet the booming mobile growth in Indonesia, the most populous nation in Southeast Asia, could be the key to drive its growth in the region, said Ronan Mense, Asia vice president of AppsFlyer.

“Twitter has always been harder to read in Southeast Asia due to the varying rates of mobile adoption in each country. It understandably has a higher penetration rate in Indonesia, which is a mobile first nation,” Mense told Campaign Asia-Pacific.

According to the performance index released by the mobile attribution firm earlier in April, Twitter came second and fourth on the iOS and Android platforms respectively in the non-gaming category for Southeast Asia. Facebook dominated both the gaming and non-gaming categories across all platforms globally. The index was derived from total installs and retention scores of the platforms studied.

“Our study reveals that Twitter has high retention ratings, which is a great sign for its ad targeting. It accurately shows ads that interest users, generating high quality users and consumers for its clients,” said Mense. “It is also able to integrate ads seamlessly into the app interface without turning users off.”

Image 4

Meanwhile, Vungle, the in-app mobile advertising platform, was ranked at third place for both iOS and Android in the gaming category. Mense said Vungle’s strong positioning is a sign that video has become an essential part of the native advertising ecosystem.

“Video ads offer greater retention rates, at 34 percent higher than non-video ads,” he said. “As a result, video ads deliver loyal users who are far less susceptible to being surprised by the content delivered. Most video ads are like movie trailers, which inadvertently filter out uninterested users and further attracts interested ones.”

Nevertheless, Mense cautioned that the rewarded ad formats popular in gaming may lead to mixed results for advertisers.

“Rewarding potential users for learning more about your app via an opt-in mechanism is a win-win situation. However, rewarded ads can also lure users into behaviour that looks like engagement, rewarding users primarily for installs,” said Mense.

Citing the cost-per-install campaigns as an example, Mense explained that users are likely to just install the app and delete it later, leading to poor retention rates and monetisation challenges for advertisers.

Image 5

Source: Campaign Asia-Pacific; 29 May 2017

Shell launches third edition of #StationStories in 2017

Shell has officially launched #StationStories 2017. The company premiered the story of Rasyidah and Zakiah it its latest edition to the series. Themed on friendship, the light-hearted story features two university students who are best friends for almost a decade.

Videos from the 2017 edition of #StationStories will be released periodically throughout the year.

The online video series features real stories of Malaysians and their unique journeys in life. Without scripts, castings, or actors, the series relies on the authentic stories of people who walk through Shell’s doors.

Watch the video here:

#StationStories was first launched in 2015. Following the success of its first edition, Shell took the web series to greater heights in 2016, featuring stories on progress and inspiration.

“Shell welcomes over 10 million people at its stations each week. We believe everyone has a unique story to tell, and #StationStories became a vehicle for us to reach out to our customers and share their stories as a source of inspiration to others. Over the years, #StationStories has allowed us to get to know our customers better and learn about their stories of respect, determination, care, love, and hope,” Ben Mahmud, head of retail marketing, Shell Malaysia, said

“#StationStories encouraged netizens to share their stories as well. The results of #StationStories have been overwhelming, and we’re heartened by the positive response. We hope to continue inspiring Malaysians with stories that highlight the diversity and common values of our country,” he added.

Source: marketing-interactive.com; 18 Apr 2017

Infographic: How visual content drives social media growth

Words aren’t enough to keep customers and prospects engaged these days, and visual content has a major role to play in driving traffic to your business.

Dot Com Infoway, an India-based IT company, has put together an infographic on how and why visual content enjoys primacy in social media and the ways in which brands can integrate such content into their online strategy.

The infographic below addresses three main components – why visual content is so important to the survival of brands in the digital age; the significance visual content enjoys in the biggest social media platforms; and online tools and mobile apps that brands can use to make their visual content more appealing in order to attract customers.

Source: marketing-interactive.com; 14 Sep 2015

Click on image to enlarge

Visual-Content-Infographic

Oil & Gas Social Media Challenges

Social media has provided us with an unprecedented opportunity to make even the smallest brands global and provides the added bonus that content can go viral worldwide. However, with this new medium, comes a new challenge for industries like Oil and Gas, which still rely on “old school” methods to communicate effectively with their global audience.

The most successful brands in the O&G industry to master social media are @Shell and @BP, why, because they have successfully adopted a brand voice.

Interacting and responding to the general public on social media and putting a ‘human element’ at the forefront of their communications is what these Oil and Gas businesses have done very well.

By successfully adopting a brand voice and by uploading quality content such as commenting to contemporary issues such as investment, oil exploration, the environment etc., onto carefully selected channels they have built a strong social media presence

A recent tweet by @BP has included most of these essential ingredients. They’ve embedded a cartoon Youtube video in their tweet, as part of their continuing campaign that showcases their investments in America

BP has 94,000 followers on Twitter. It may not be the Oil and Gas company with the most followers, but it does a great job in sharing news about its business online.

Social media is only set to grow and therefore it presents a prime opportunity to any company in the Oil and Gas industry to spread the word and participate in online conversations. The point is that, in a world where information and choice are available at the touch of a button, whether b2b or b2c brand, it’s no longer enough to simply follow the “old school” approach.

Finally, there is no sure recipe for success when connecting with an audience through social media, specially within the Oil and Gas industry, but one thing is true: brands need to be interactive and timely, and most of all approachable – and that’s the role of social media.

Source: bcmpublicrelations.com; August 2014