Social Platform Cheat Sheet
Most scalable social platform with a Most personally curated social
priority on connecting the world.
The News Feed (algorithm-
generated customized feed) is the
core as this is where users come to
connect with friends and family
and consume news and content
Need to
that is aligned with their interests.
Know
The News Feed is the primary place
brands advertise due to it's broad
but targeted reach. Messenger, the
popular standalone mobile app, is
used for one-to-one
communication between friends
and family or for customer service.
79% of online adults (68% of all
Americans). The platform skews
slightly male (56% male and 44%
Whos On
women) with a majority of users
It
being millennials. Facebook is
the most global platform with
the largest presence in the
United States, India, and Brazil.
MAU 1.86B
People use the platform on a
daily basis to connect with friends
and family, consume news
(editorial and live) and discover
content and events that align
How People
with their personal interests.
Use It
People also take to brand Pages
to ask product questions or
concerns. They also use Facebook
Messenger to connect with friends
and family more intimately.
How Brands Photo Ad, Video, 360
Capture Photo/Video/Audio, GIF, Mid roll
Attention Ad
Canvas, Dynamic Product Ad,
Static/Video Carousels, Link Ad,
How Brands
360 Photo/Video/Audio, Events,
Drive Action
Offers, Lead Generation Ads, App
Installs. Live Reminder Ad
How Brands
Video/360 video Facebook Live,
Offer Live
Stories (Ireland only)
Experiences
Emerging
Innovation Bots, Messenger, Masks,
for Brands
Focus on real-time discovery.
feed owned by Facebook Inc. In
feed content is
inspirational/aspirational while
Stories content is more behind-
the-scenes and unpolished. Users,
brands and influencers put time
and effort into the content they
post with editing tools and
Instagram's standalone apps,
Boomerang, Hyperlapse and
Layout. Advertising is most
successful when aligned with the
visual look & feel of each product.
32% of online adults, Skews slightly
female with majority of users
being urban millennials. Also
resonates specifically with the
Hispanic and African American
demographic. Second to
Facebook, Instagram is also a
global platform with the largest
presence in the United States,
Russia and Brazil.
600 Million overall
To create and discover
inspirational visual (photo, video,
boomerang, hyperlapse, and
layout) content. People follow
friends, family, influencers and
brands to curate a feed that is
aligned with their personal
interests. To discover new content
creators they use the Explore tab.
People also use Stories and live to
get a behind-the-scenes more
authentic look into the lives of
who they follow.
Photo Ad, Video, Boomerang,
Hyperlapse, Story Ads
Static/Video Link Ads, Stories,
Static/Video Albums and
Carousels
Live Stories
Shoppable Ads
Trending topics and moments are
integral in how the platform
functions. 140 characters has
evolved to include more media to
help tell a richer story or message.
The platform's awareness and
engagement duality, play a large
role in it's distinction from other
larger platforms. Twitter is also
moving to become an even larger
hub for video content, specifically
in the form of live-streaming user
and publisher content via Periscope
and in-app streaming.
24% of online adults (21% of all
Americans). A wide audience;
ranges from vocal and influential
users, celebrities and publishers
specializing in pop culture, politics,
technology and internet memes.
Heavy usage among African
Americans and diverse cultures.
Majority 18-24; second largest
group is 25-34.
319 Million
Twitter is a sought after resource of
news, pop culture updates. Along
with conversation around tent-pole
events, users tend to heavily use the
platform for brand customer service.
Live-streaming viewing and use
continues to evolve with live-
streaming partnerships like NFL,
Periscope, in-app live-stream, Apple
TV app and Periscope Producer.
Photo, GIF, Video, Amplify, Pre/Mid-
Roll Advertising
Polls, Moments, Cards (App,
Summary, Lead Gen, Website),
Conversation Ads, Instant Unlock,
Moments, Custom Emoji/Hashflag,
Promoted Trends, Scratch Reel GIFs
Live via Periscope, Live in Twitter and
Periscope Producer, 360 Periscope
Live
360 Periscope
Updated March 2017
With billions of views adding up to
hundreds of millions of hours daily,
YouTube is the internets premiere
destination for video. As one of
the worlds largest search engines,
YouTubes focus is on discovery of
new content and content
creators. Brand opportunities lie
primarily in the platforms ad
formats, but opportunities abound
for brands willing to, and capable
of producing high-quality video
content, both one-off and
episodic.
More than a billion users, globally.
In the U.S., YouTube has a wider
reach in the 18-34 and 18-49 age
ranges than any TV network.
1 Billion+
Consumers primarily use YouTube
in two ways as a search engine
for learning and discovering new
things, and as a subscription
service for keeping up with
dedicated interests via channels.
For sub-sets of (primarily millennial)
users, YouTube is also a hub for
videogame livestreaming and for
original premium content via
YouTube Red, the platforms paid
service.
Video (long and short-form), 360
video
True-view In-Stream, Video
Discovery Ads, In-Video Overlay
Live Streaming, Live 360 Video,
Live Stream in Ads
Live - HDR, 4K and 360 4K
Pinterest is the "world's catalog of
ideas," where users go to be inspired
and find ideas they can use in real life.
After robustly expanding its ad
products and targeting capabilities
over the past year, Pinterest has
emerged as a hybrid social and
search platform where marketers can
tap into both audience reach and
intent throughout the purchase funnel,
from the earliest stages of discovery
via reach-based cinematic and video
products through to conversion via
web traffic and e-commerce tools.
31% of online adults. 52% of all US
millennials are now on Pinterest, and
the platform is most popular amongst
US women aged 18+. But it is rapidly
growing far beyond that loyal base,
with 75% of new signups coming from
outside the US and 40% coming from
men.
160 Million
People go to Pinterest to "discover,
save and do." They browse for
inspiration and research future
purchases, using the platform as a
tool to plan for both everyday
moments and major life events. 87%
of pinners have made a purchase
after seeing a product they liked on
the platform.
Static and Rich Pins, Promoted Video,
Cinematic Pins
Static and Rich Pins, Buyable Pins, One
Tap Promoted Pins
N/A
Shop the Look, Explore, Custom
Moments Activations, Pinterest Lens
Best known for its ephemeral
Content platform where users
content, but recently positioned
connect with their passions and turn
itself as a mobile camera app.
interests into action. You can
Photo editing features
effortlessly share text, photos,
include lenses, filters, stickers and
quotes, links, music, and videos from
drawing tools such as text, color
your browser, phone, desktop or
and emoji overlays. Discover
email. Your entire experience is
feature is widely used as a content
customizable, centered around not
destination to consume short form
who you know, but the topics that
stories from editorial
matter most to you. Verizon
partners. Recently launched
acquisition as part of Yahoo
Spectacles, peripheral sunglasses
pending.
that record and post content..
More than 60% of 13 to 34 year-
old smartphone users are
Mostly teens and Millennials with
Snapchatters. Male/female ratio
46% between 18-34. 30% of
50:50.18-34 year olds, with more
audience is 35-54. Popular
than 50% of Daily New Users in
amongst the fashion, art,
the U.S. being 25+ year-olds.
entertainment, food & creative set.
DAUs use the app on average of
18 times per day.
N/A - Tumblr tracks audience based
301M MAU
on blog network & dashboard
1:1 photo/video messages that
expire after 24 hours with filters
and lenses. Daily storytelling to
Curating & creating content that
friends via 24-hour Story feature.
provides a window into their
Access publication-sourced
personalities, interests, etc. Riffing
stories in Discover. View and
on pop culture, trends, humor, etc.
curate content to Live stories.
Following others who inspire them.
Save Snaps to and from
Memories. Create Stories from
images and videos in Memories.
Static image or video with
Text, Photo, Quote, Audio, Video,
customizations (text, drawing,
Sponsored Posts Video, Carousel
filter, etc.), Snap Ads with Video
Article, App Install, Mobile Web-
Link, Chat, Sponsored Day Site or Deep Link Attachments.
Lead Generation Ads.
Geo filters national, sponsored,
Live Video/Photo
Lenses, Snap to Unlock
N/A Spectacles