Professional Documents
Culture Documents
Need to
Know
Whos On
It
MAU
How Brands
Use It
Content
Types
Paid
Media
What It Can
Help
Achieve
Major KPIs
320 Million
Many are spectators
rather than active
participants, discovering
content, articles & news.
Others use it for 1:1
engagement with friends,
peers, celebrities &
brands. Lots of customer
service inquiries.
Facebook made
community growth a
priority on IG. Very high
engagement rates
relative to other channels.
70 M photos /day
Started by a high
school dropout; now
owned by Yahoo.
Blogging platform for
the creative set.
Everyone.
Especially
Millennials (72%),
GenX (58%), and
teens 14-17 (81.9%)
Millennial parents,
Millennials, teens, and
early adopters.
Audience is getting
more mainstream.
Early adopters,
Millennials and teens.
Hardcore content
creators.
1 Billion
400 Million
Owned by Google.
2nd most popular
search engine. 6
billion hours of video
viewed per month.
Watching videos,
uploading videos,
following video
creators (now
celebrities in their
own right).
Real-time participation in
cultural events. Publish
high quality visual & text
based content. Ask
questions & have 1:1
conversation with
consumers & influencers.
Host Twitter chats &
parties. Respond to
customer service inquiries.
Yes - Robust
Yes - Robust
Yes - Robust
Awareness
Brand Equity
Purchase Intent
Awareness
Brand Equity
Purchase Intent
Distribute TV
commercials and other
video content, and
Publish high quality
create unique webphotographic and video
based video content.
content & engage with
Leverage influencers to
fans. Leverage
create video content.
influencers to create
Paid media - pre-roll,
branded content.
banners, in-video,
TrueView etc.
Awareness
Brand Equity
Purchase Intent
Maintain branded
Tumblr page & curate
experience through
reblogs & original
content. Engage with
Tumblr influencers. Some
convergence with
Yahoo advertising.
Owned by Twitter.
Launched the shortform video craze. Very
influencer driven.
Nearly all mobile.
Consuming &
sometimes creating
fun, interesting 6second videos.
Following influential
content creators.
4-6 Million
Often used for
promoting ones
personal businesses
or career.
Occasionally
following brand
content.
SEO
Creating 6-second
videos - one-offs or,
increasingly, whole
storylines in 6-sec
episodes. Leverage
influencers to create
brand content.
Less commonly
used as a content
distribution channel,
and when it is, its
used mainly by
publishers or tech
brands.
200 Million
1:1 photo/video
messages that expire
after 24 hours. Daily
storytelling to friends via
24-hour story feature.
Access publication
sourced stories
6-second videos
Text-based content.
Can include visuals,
videos & links back to
brand website
Images, videos,
drawings, emojis,
text
No
Awareness
Brand Equity
Brand Engagement
Traffic
Sales
Purchase Intent
Awareness
Brand Equity
Brand Engagement
Traffic
Brand Equity
Brand Engagement
Traffic
Search Optimization
Awareness
Brand Equity
Brand Engagement
Young Audiences
Engagements,
Impressions, Follows,
Clicks, Views, ER
Revines, Comments,
Loops (# of times
video is played)
Clicks, Comments
+1s
Views, Screenshots,
Replays, Filter Usage,
Filter Impressions