Social Platform Cheat Sheet

Facebook made community

growth a priority on IG. Very
high engagement rates
relative to other channels.

Where people go to create

their own future and
discover, save, do. Updates
to search are indicative of a
focus on the Discover portion
of the platform. 80% of usage
happening on mobile.

Everyone. Especially
Millennials (72%),
GenX (58%), and
teens 14-17 (81.9%)

Millennial parents,
Millennials, teens.
Audience is getting more
mainstream.

Mostly US and women 2554, also reaches 40% of

Millennials online and has
seen 120% YoY growth of
men. International
community makes up 45%
of users.

1 Billion

400 Million

100 Million

Watching videos,
uploading videos,
following video creators
(now celebrities in their
own right).

Showcase their daily lives in a

unique and artistic way.
Discover other brands/users
that resonate with personal
interests. Become content
creators by consistently
inventing ways to utilize the
platform with hacks.

73% of Pinners use Pinterest to

Curating & creating content
plan for the future.
that provides a window into
their personalities, interests,
Discovering new things &
etc. Riffing on pop culture,
products; getting inspired;
trends, humor, etc.
planning their lives and
Following others who inspire
purchases.
them.

Distribute TV commercials
Real-time participation in
and other video content,
cultural events. Publish high
and create unique webquality visual & text based
based video content
content. Ask questions & have
including Virtual Reality
1:1 conversation with
and 360 video. Leverage
consumers & influencers. Host
influencers to create video
Twitter chats & parties.
content. Paid media - preRespond to customer service
roll, banners, in-video,
inquiries.
TrueView etc.

Share high-quality creative

showcasing the brand or
product in unique/innovative
ways to increase affinity.
Engage with audiences by
utilizing and viewing
hashtags. Leverage
influencers to create UGC
content increasing reach
and awareness of the
brand/product.

Businesses currently create

2/3 of platform content.
Publish high quality content
with rich, keyword focused
descriptions & vertical
imagery. Integrate Pinterest
button on website & optimize
web content, Create rich &
promoted pins to make
content more discoverable.

140 character limit

Text-based, image content,
videos, live-stream content &
GIFs

Strong visuals - artistically

Strong vertical visuals with links
created, specific look & feel back to brand site and strong
with filters
keywords for search
15-second looped videos, link
descriptions, Buyable Pins,
and carousel ads
Video, GIF

Need to
Know

Most established social

channel; broad reach in
US & global. Very
advanced targeting; paid
ads necessary.

Very well established w/

strong ad products &
potential for wide reach,
though audience is more
niche.

Whos On
It

Everyone, with a majority of

Millennial users living in U.S.,
India & Brazil.
However, teens are using it
less, and differently (more for
networking)

A fairly wide audience,

with pops in:
Tech, Marketing, African
American, Entertainment,
Politics

MAU

1.55 Billion

325 Million

How People
Use It

Many are spectators rather

Go-to social network for
than active participants,
many demos. Browsing the
discovering content, articles
feed; keeping up with friends; & news. Others use it for 1:1
sharing news/photos; sharing
engagement with friends,
& discovering content;
peers, celebrities & brands.
planning events. Also used for
Lots of customer service
customer service.
inquiries.

How Brands
Use It

Publish high quality visual

content, often an extension
of brand campaigns. Elicit
action (social engagement,
clicks to website, video
views, etc.) from fans &
non-fans. Can do very
robust demo & interest
targeting. Increasingly as a
sounding board for
customer service.

Content Types

Paid
Media

What It Can
Help Achieve

Major KPIs

Video, strong visuals (print

quality) with less than 20%
text on image; link and
carousel ads
Yes - Robust
Awareness
Brand Equity
Purchase Intent

Trial (Mainly Entertainment)

Traffic (for Publishers)
Reach New Audiences
Impressions, Video Views,
CTR, CPE, CPM, Likes,
Comments, Shares,
Frequency, % of audience
reached

* Updated February 2016

Yes - Robust
Awareness
Fan
Brand Equity
Brand Engagement
Purchase Intent
Trial (Mainly Entertainment)
Traffic (for Publishers)
Reach New Audiences
Retweets, @replies, Likes,
Followers, Impressions, CTR,
CPF
Hashtag use

Owned by Google.
2nd most popular search
engine. 6 billion hours of
video viewed per month.

Short & long form video

Yes - Robust

Awareness
Brand Equity
Purchase Intent

Trial (Mainly Entertainment)

Reach New Audiences

Video Views,
Video Completion Rate,
Likes, Comments

Owned by Twitter.
Started by a high school
Launched the short-form
dropout; now owned by
video craze. Very
Yahoo. Blogging platform
influencer driven. Nearly all
for the creative set.
mobile.

Teens and Millennials. 56%

users are 18-34.
Popular amongst the
fashion, art, entertainment,
food & creative set.
N/A - Tumblr tracks audience
based on blog network &
dashboard

Early adopters,
Millennials and teens.
Hardcore content
creators.

80% of userbase is 16-34

year olds

Mobile app, catering to the

<25 demo. Expiring images
& videos, 24-hour stories
and a Discover tab.

13-34 year olds, over

100MM daily active
Snapchatters and
growing

Est. 200 Million Vines

watched

10 Million+

200 Million

Consuming &
sometimes creating fun,
interesting 6-second
videos. Following
influential content
creators.

To broadcast their lives

in real time and
comment on other's
lives. Frequently
seen/used as a
platform for
broadcasting breaking
news stories of trending
events.

1:1 photo/video messages

that expire after 24 hours.
Daily storytelling to friends
via 24-hour story feature.
Access publication sourced
stories

Maintain branded Tumblr

Creating 6-second videos page & curate experience
one-offs or, increasingly,
through reblogs & original
whole storylines in 6-sec
content. Engage with
episodes. Leverage
Tumblr influencers. Some
influencers to create brand
convergence with Yahoo
content.
advertising.

Text, photo, quote, link,

chat, audio, video. Photos
and GIFs tend to perform
best.

Focused on user
acquisition and content
discovery; direct
integration with user
Twitter feeds.

To live stream
activations, behindthe-scenes, and
exclusive , one-of-akind content.

Showcase exclusive,
behind-the-scenes
content, which should
be entertaining and
spontaneous. Work with
influencers to engage
fans.
Buy 3V Ads, integrated
into content on Live and
Discover.

6-second videos

Live video streams

Chat bubbles

Photos, videos,
drawings, emojis, text

Yes Robust with Buyable

Pins

Yes Fairly robust with

research capabilities &
brand lift studies

No

No

Yes Discover, Stories,

Geofilters, Lenses

Awareness
Brand Equity
Brand Engagement
Purchase Intent
Purchase Intent
Reach New Audiences

Awareness
Brand Equity
Brand Engagement
Traffic
Sales
Purchase Intent

Awareness
Brand Equity
Brand Engagement
Traffic

Brand Equity
Brand Engagement

Brand Engagement
Brand Equity
Reach New Audiences

Awareness
Brand Equity
Brand Engagement
Young Audiences

Likes, Reach, Impressions,

Eng. Rate, Hashtag use,
Clicks, CPC

Repins, Likes, Impressions,

Unique Viewers, Clicks, CPA,
CPE, CPC, CPA, Installs,
Closeups, Purchases

Re-vines, Comments,
Loops (# of times
video is played)

Likes, Views, Retention

Rate

Views, Screenshots, Replays,

Filter Usage, Filter Impressions

Yes Leverages Facebook

Ads API

Engagements (likes,
Reblogs), Impressions,
Follows, Clicks, Views, ER