March 25, 2014 § Leave a comment
For those of us watching the Oscars this year, we know that this little selfie set a new retweet record. In just a matter of minutes, the Ellen tweet had 1.9 millions retweets and even crashed Twitter for a moment. The previous record was 778, 801 for President Obama’s “Four more years.”
But what about that Tweet made it so special? I mean, other than Brad Pitt, Angelina Jolie, Bradley Cooper, Kevin Spacey, Meryl Streep, Ellen and that cutie Jennifer Lawrence. Seems it was because it was a star-studded photo.
Why do some tweets have higher engagement? Twitter did a study of its own to find out what makes some tweets so popular. Looking at more than 2 million Tweets sent by thousands of verified users across different fields over the course of a month, Twitter determined that the addition of hashtag, a number or stat, a quote, a video or a photo increased the effectiveness of the tweet. So it seems that a Twitter Photo is worth a Thousand or maybe a Million Retweets!
Overall, the most effective tweet components across all verified accounts were:
Photos, which averaged a 35 percent boost in retweets.
Videos, which got a 28 percent boost.
Quotes, which received a 19 percent boost in retweets.
A number or stat, which received a 17 percent bump in retweets.
Hashtags, which garnered a 16 percent boost.
The overall effectiveness of different elements vary across various categories. The chart below shows the effectiveness of photos for news, but in television it might be a quote or a video url. However, the premise is that tweets need an enhancement to make them shareable.
October 30, 2013 § 1 Comment
Teenagers introduced us to Facebook and now they are moving on. Just 23 percent of teens think Facebook is the most important social site, down from 42 percent from a year ago, according a Piper Jaffray report on teens. Facebook is tied with Instagram as the second most popular social media among teens. Instagram is a social network a third of Facebook’s age and with a tenth as many users. Twitter came out as number one.
Facebook has been on a steady decline. Even though the numbers on Facebook are still huge, teens say that size, privacy and drama are reasons for the growing lack of popularity. What’s growing in popularity? Instagram, Snapchat and more niche social media are growing in importance among teens.
June 21, 2013 § Leave a comment
Is this goodbye for Vine?
Vine, created by Dom Hofmann and Rus Yusupov, was intended to allow users to quickly launch a video from smartphones to share with family and friends. Within a matter of months after launch, it became the most used video-sharing application on the market, and by April 2013 was the most downloaded app within the entire iOS App Store. Vine was a huge success. Similarly, Instagram took the app world by storm, changing the look and feel of pictures across the iOS and Android world. Instagram, however, was designed for picture filtering and editing, only allowing a square-shaped picture similar to old fashioned polaroids. But Instagram’s merge with Facebook, the popular photo app took on new features such as additional filters, zooming, and focusing. The new feature this month is video streaming.
Differences between Instagram and Vine:
1 Time: Instagram now allows a whopping 15 seconds compared to the six Vine allows for their sharing.
2 Loop: Vine will constantly play the on-screen video, while Instagram is “one and done” when it comes to playing time.
3 Shoot: Vine allows the entire screen to be touched for recording, while Instagram has a centralized button.
4 Focus: Why does Instagram use a specific button for shooting? Because the screen can be used to focus. This means foreground and background transitioning for those video savvy users.
5 Stabilize: Instagram wins the stabalizing award, allowing users to opt-in for better quality shoots for shakey hands.
6 Delete: Instagram implemented a feature allowing users to delete. (Much needed!)
7 Filter: And what Instagram would be complete without one of the signature filters? These are available to use for Instagram videos as well.
8 Convenience: Instagram allows you to video within its app, essentially making it an app within an app. Vine, on the other hand, is standalone letting you be that much closer to capturing that golden moment.
Similarities between Instagram and Vine:
One of the biggest and most noticeable features that both apps incorporate is the shoot-pause-reshoot option. This allows a video to show progression, not just an instant period of time.
There are clearly more differences than similarities between these two medias, but which one wins out? It’s all a matter of preference. Depending on what people are looking for in an app, both media will be successful in the smartphone world. In the future we can expect more groundbreaking features to be implemented in both applications, giving the public more reasons to shoot and share!
And what will marketers use? Maybe both. Lululemon was among the first brands to use the new Instagram video. But other brands like Kate Spade, Lowe’s, Urban Outfitters, Lucky Magazine and Nordstrom are using Vine to provide sneek peeks, DIY ideas, new fashions and more in 6-second samplings.
Guest Post by Claire Whorton. An App-Savvy Digital Native living in Nashville, Tennessee.
April 6, 2013 § 1 Comment
I was cleaning up my office today (yes, that is my real office), and I came across a Forbes article and video that really impressed upon me the importance of cleaning up our brand pitch to market to women, or any customers. Our messaging becomes a little bit like my office. Crammed with things that were important at the time but have hung around too long. Impossible to relate to anyone in less than minute.
I love the simplicity of being able to explain your business in one succinct phrase that differentiates you from your competition. Clean, Compelling, Concise.
So in the spirit of cleaning up our brands, here are some steps to create your elevator speech:
Step One. Create a Twitter-friendly headline that answers the question, “What is the single most important thing that I want my listener to know about my brand, product, service or idea?” Now this is excellent advice because if you can’t explain it in 140 characters, I probably can’t absorb it in 15 seconds. This exercise forces you to practice the art of sacrifice for the purpose of communication. A great headline will also give voice to differentiation and end benefits. Here are some great examples in addition to the video.
The USO lifts the spirits of America’s troops and their families.
Wal-Mart saves people money to they can live better.
Google’s mission is to organize the world’s information and make it universally accessible and useful.
Coca-Cola wants to refresh the world, inspire moments of optimism and happiness, and create value.
AT&T wants to to connect people with their world, everywhere they live and work, and do it better than anyone else.
Starbucks is out to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.
Tom’s says we’re transforming everyday purchases into a force for good around the world. One for One.®
Step Two. Support the headline with three key benefits. Three is the perfect number. For some reason, our minds can remember three ideas, but struggles with more. The Power of Three. As a child, everything we learned seemed to be centered around three — A,B,C; 1,2,3; Three blind mice, Three musketeers, Trinity, and the three wise men. Aristotle even knew the power of three and wrote about it in his book Rhetoric. So what are the three most compelling support ideas for your brand.
Step Three. Reinforce the three benefits with stories, statistics or examples. These are the bullet points that more fully explain your benefits. And yes, all of it should fit on a single page.
I use this type of process in getting to the core identity of brands for clients. When you look back at the examples I used in step one, you see that the USO doesn’t say it runs centers for troops, Wal-Mart doesn’t talk about physical stores, and Google doesn’t talk about search engines. Your business must be explained in such a consumer beneficial manner that it allows you the bandwidth to provide that benefit in a variety of ways. That’s why Starbucks doesn’t say it is a coffee shop; they have always explained themselves as the third place in your life – after home and work.
Try this exercise for your business. Let me know how it goes. And send my a picture of your messy office. Maybe it will make me feel a little bit better.
January 21, 2013 § 1 Comment
Do you get that panicky feeling if you forget your phone? Do you suffer from FOMO (Fear of Missing Out)? Well, you are not alone.
More than half (55%) of respondents to a Siteopia study of internet usage feel they are addicted to the internet, while almost 62% of us admit we “need’ the internet to function in everyday life.
One in ten of those participating said they can’t go longer than ten minutes during the day without catching up on social media or email.
The Siteopia study of 2,000 internet users reported that, on average, most respondents only go a maximum of 90 minutes during the day without checking Facebook, Twitter or email.
Many of us are using mobile as the device of choice for checking in and updating our status – 10% of people now access the internet primarily on their mobile, with 5% accessing primarily via tablet. 75% have already been online before 9am every day, with almost one in five checking their e-mail or catching up on social media during their commute to work.
A whopping 62% now do all their banking online. A third do all of their clothes shopping online, with free returns and delivery becoming an ever more common feature.
How Many Devices Do You Use?
I am on my laptop as I write now, but earlier today I used my iPad and iPhone to check in. Seems I am fairly normal – the average internet user can now get online via three different devices. But some 10% of us have as many as five devices, illuminating the growth of smart devices like televisions and gaming consoles.
Usage by Gender
Surprisingly, even though women spend more time with online shopping and social media, it’s men who spend more than 19 hours a week online – more than 42 solid days each year, and over a third longer than women, who only spend 14 hours per week surfing the web. Men spend more time on news, Twitter, gaming and Not Safe for Work sites.