Is your company prepared for the future of social media?
The social media industry is changing so quickly that it can be difficult to track all the different ads and platform updates from your favorite networks such as Facebook, Instagram, Twitter and LinkedIn.
That's why we created News Episodes on The Science of Social Media where Hailley and I discuss the most important topics that your business needs to know every week.
This week on Social Media Science, we discuss a brand new engagement study on Instagram including everything you need to know about user interaction with the content. Platform. We also discuss the implications of vertical video on social media and three reasons why failed marketing campaigns of influence .
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What you will learn in this episode
What follows is a slightly modified transcript of the conversation between Hailley Griffis and Brian Peters. Running out of time? No problem! Here are four points to remember:
- Instagram Stories reaches 400 million daily users and brands flock to the platform at an impressive pace
- YouTube now supports vertical video, which has implications huge for social media
- depends on the trust of the brand in the influencer and the willingness to remain engaged in the campaign
- The Academy is the "top post of the week" of this week with his viral Tweet
- How to gain popularity on Instagram: 10 proven tactics to develop customer and engagement – Stamp
- 752 626 Facebook Ads Analyzed, a case study on the growth of e-commerce, new social media tools and more! – Buffer
- Instagram Engagement: All You Need to Know [Exclusive Stats] – socialbakers
- YouTube Web Site Now Supports Vertical Videos – The Verge
- 10 Common Reasons Why Influential Marketing Campaigns Fail – SocialMediaToday your favorite movie in five words – The Academy Twitter
All you need to know about engagement on Instagram, YouTube launches vertical video, 3 big reasons why campaigns influence fail, and more! [complete podcast transcript]
- Part I – Instagram Engagement: All You Need to Know
- Part II – YouTube Now Supports Vertical Video
- Part III – Common Reasons Why Influence Marketing Campaigns Fail  5 words
Brian : Hello everyone! I am Brian Peters and here is the science of social media, a podcast of Buffer. Your weekly sandbox for articles on social media, ideas, experimentation and learning.
Hailley : Welcome to the episode # 106! I am Hailley Griffis and this week we are delivering the most important social media information you need to know when you arrive. We discuss engagement on Instagram, vertical video on YouTube, influence marketing, and much more!
Brian : We also have a fun new segment at the end of the post office of the week. We can even play all along!
Brian : First, the Instagram stories of Happy Birthday!
On August 2, Instagram Stories two years earlier and as a gift to themselves, they celebrated the daily users of 400M Stories. Good for them
Maybe Zuck will invite us to the birthday party … what do you think Hailley?
Hailley : With growth and discussions on Instagram in recent months, you may be wondering
And why are businesses and brands still flocking to the platform at incredible rates ?
Well, SocialBakers has published a very interesting article on the five reasons that explain what makes Instagram's reputation. success and we have exclusive ideas for you here on the show today.
Brian : Yes, I found that these were 1) super interesting as you mentioned, and 2) true in the experiments I've had on Instagram both from a personal point of view and from the brand.
That being said, the first thing they found, it is that the Instagram algorithm seems to offer the most relevant content compared to other social media. So like w In a previous episode, in June 2016, they decided to drop the reverse chronological flow in favor of an algorithm, but users with open arms did not quite accept this change.
Hailley : Not at all, BUT this has led Instagram users to see 90% of their friends' posts, instead of missing 50% before the update day.
In short, this means that Instagram's news feed began giving priority to more relevant content, which helped spark engagement on the platform.
But it is not just the publications of users that have begun to receive more commitment. Data show that brands also experienced a 105% increase in post-update interactions.
Brian : Wow. Okay, the second thing that they found is that Instagram users spend a ton of time on the application. I mean, like a lot.
According to Instagram, users under 25 spend more than 32 minutes a day on the platform, while users 25 spend more than 24 minutes a day on the application.
put this into perspective, age-group users spend respectively 30 and 20 minutes, using Snapchat and about thirty minutes on average using Facebook.
Hailley : While the time spent on the Instagram application increases, the time spent on Snapchat, Facebook and other platforms gradually decreases over time. Something to watch over there.
So, the third thing they found was that users like the Instagram platform and use so much content because of their visual appeal. This almost looks like the pinnacle of visual content on social networks.
I agree – I think I can live vicariously every day through people on vacation on Instagram.
Brian : Yeah I'm 100% with you. I love this aspect of Instagram. There is something about the application that is super smooth and that attracts me.
But there is also data behind. In addition, visual messages have more interactions on social media, the most useful of which – actions. And Instagram makes an effort to make sharing much easier for people across the platform.
Hailley : Well then their fourth finding is that Instagram allows creativity.
and flourish is partly due to the fact that it is not a single Brian : The stories are interesting because, unlike regular posts on Instagram that are consumed passively, this is not the case. that is, they simply appear, stories are actively consumed – you have to click on them
Brands get up to 37% of their total impressions on Instagram, which means that users actively interact with the format.
This is great news for us, businesses. And as we always say, it's important to experiment with your Instagram content and to give your audience different ways to interact with you.
Hailley : Eventually, they found a big difference
As you might expect, celebrities are ahead of the game on Instagram participation.
Between May 2017 and April 2018, they received a median of 438 million weekly interactions – more than 2x more compared to 216M generated by "media accounts" and 192M collected by "brand accounts".
Brian : In comparison, the overall commitment on Facebook is much lower and different. The median interactions are about 45 M for brands on Facebook (against 192 M on Instagram), 149 M for celebrities (against 216 M) and 487 M for the media (against 216 M).
interactions on Instagram compared to Facebook.
Hailley : I thought this part was also very interesting.
So, celebrities and influencers thrive on the Instagram platform and media accounts thrive on Facebook. And brands are in last place, which is not great, but at least, Instagram is a promising platform on the front line of engagement.
I think it also means that marketing influence is crucial for brands. Instagram strategy.
Brian : Well, I'm glad we were talking about marketing influence later in this show! Total accident that these two subjects landed together, but it worked!
Hailley : Today, the vast majority of content captured on smartphones are shot vertically. In fact, studies have shown that we hold our phones vertically 94% of the time, which I bet is even low.
On social networks, the rise of vertical video presents both opportunities and challenges.
And with people accustomed to the traditional 16: 9 widescreen format, it can be difficult to share the same depth with respect to the context of a new one.  Brian : However, social networks are quickly jumping on this trend and offering creators vertical video options that allow them to share content with their subscribers.
The most recent is of course YouTube. They recently launched a vertical video that allows users to download and watch vertical video from their mobile device as well as on their desktop.
It's really a very elegant look and I'm looking forward to seeing what's coming out of it. ] Hailley : Yes, and Forbes released last spring a very interesting article about different brands that have experimented with vertical video and that is funny because many brands have first created a video in the landscape. and then edit it vertically.
But today, many of these brands go straight to vertical filming. And do not forget that they have been doing it for a long time on Snapchat in the Discover tab.
Brian : Yes, that's a good point – I think we often forget that Snapchat was really a
But as you mentioned, the l & # 39; Forbes article was great because they gave tips on creating compelling social media videos. Relevance, authenticity, and action are all important, but even the most beautiful story can fall if it does not captivate.
A Successful Vertical Story Begins With The Attention Of Your Audience While Leaving Through Passion And Character
Hailley : Speaking Of Influential Marketing, Social Media Recently published an excellent article on why some high potential influence campaigns end up failing.
share with you some of these ideas so that you are well prepared if you plan to launch an influence campaign, or if you already have one!
Brian : The First Error
In other words, the more followers you have, the more you can persuade an audience.
What you and I know, Hailley, is just not true.
] Hailley : Absolutely, most often, an influencer with fewer followers has more influence on his audience because he is much closer to his audience and his "real life".
Not that it is entirely wrong to follow followers as a barometer, but focusing solely on popularity leads to awareness, but not commitment or conversion.
Brian : Yes, if you are in B2B marketing, the customers want to see more than just p the personality – they want to see themselves, aka subject experts who are their peers, in the content that brands promote.
The second mistake that brands make by asking too much of their influencers and losing patience.
will introduce an influencer, you must make it as easy as possible so that they can participate and say "yes"
Hailley : This one is kind of common sense, but the more work you ask them to do, the less likely they are to join them.
There's a reason they're an influencer, so you have to let them do their job. Set guidelines and a contract, of course, but trust that they will do what is best for the campaign.
And then stay patient. Awareness and sales may not be felt overnight, but if you trust the process, it will work.
Brian : Yes, it's like any kind of marketing. Good things take time.
Finally, the last mistake we see with the marks is to put all your eggs in the same basket or to modify them, without having a plan B.
Hailley : This is essential, especially in situations where you have programmed resources and time, such as broadcasts or broadcasts.
In addition, you often do not know which influencers will generate results for your brand.
Some might surprise you! So, it is just a good idea to experiment with several people to make sure that you are giving marketing influence a real chance.
Brian : A collegial effort, if you will. That means it's time for a new segment here on the show. We do not have an official name yet, but basically we find the best post on social networks for the week and share it here in the series.
So, if you have a good name idea or want to name a post-tag on social media at #bufferpodcast. And if you send us a message that will appear on this show, I do not know, we will send you a price or something cool.
Brian : This week's post comes from TheAcademy Twitter Account – you know like The Academy Awards. They tweeted: Share the plot of your favorite movie in 5 words "
The results: 51,000 responses, 2,000 retweets, 11,000" likes. "
One of my favorites was: Dodge, Duck, Dip, diving, dodge – from the dodgeball movie
and Matt Damon's massive rescue mission from the private Ryan movie
Hailley : These are awesome.
Yes, I've seen some as well as: An epic guy's vacation to Lord of the Rings Morder and "we could not bear the truth" of some good men.
So listeners, it's up to you. Shoot us your 5-word movie tracks at #bufferpodcast
Thank you for connecting to social media science today. The introductory notes to this episode are now available on the blog stamp at blog.buffer.com with a full transcript. Of course, we will include links to all the resources we have covered in today's show.
And if you ever want to get in touch with me or Brian, we're always here for your social media using the hashtag # bufferpodcast. You can also say hello anytime and [email protected]
Brian : As always, thanks a lot for your reviews on iTunes! It's really great to read all your comments – and we read them all, so thank you.
Do not miss to watch the episode of next week where we will dive into the psychology of social media and what makes people act on different social channels.
Until next Monday, everyone!
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About Social Media Podcast Science
The Science of Social Media is your weekly sandbox for stories, ideas, experimentation and inspiration on social media. Every Monday (and sometimes more), we share the most advanced tactics in social media marketing of brands and influencers from all sectors. If you are a social media team consisting of a single business owner, a marketer or someone just interested in social media marketing, you're sure to find something useful in each episode. We hope you'll join our more than 16,000 iTunes weekly listeners and channel your social networks accordingly!
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