Social Platform Cheat Sheet

Need to
Know

Whos On
It

MAU

Most established
social channel; broad
reach in US & global.
Very advanced
targeting; paid ads
necessary.
Everyone,
with a
majority of Millennial
users living in U.S.,
India & Brazil.
However, teens are
using it less, and
differently (more for
networking)
1.55 Billion

Very well established

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

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

A fairly wide audience,

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

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

320 Million

1 Billion

Many are spectators

Go-to social network for
rather than active
many demos. Browsing participants, discovering
Watching videos,
the feed; keeping up content, articles & news.
uploading videos,
How
with friends; sharing
Others use it for 1:1
following video
People Use news/photos; sharing &
engagement with
creators (now
It
discovering content;
friends, peers,
celebrities in their
planning events. Also
celebrities & brands.
own right).
used for customer
Lots of customer service
service.
inquiries.
Real-time participation in
Distribute TV
Publish high quality
cultural events. Publish
commercials and
visual content, often
an extension of brand high quality visual & text other video content,
based content. Ask
and create unique
campaigns. Elicit
questions & have 1:1
web-based video
How
engagement from fans
conversation with
content. Leverage
Brands Use
& non-fans. Can do
consumers & influencers. influencers to create
It
very robust demo &
Host Twitter chats &
video content. Paid
interest targeting.
parties. Respond to
media - pre-roll,
Increasingly as a
customer service
banners, in-video,
sounding board for
inquiries.
TrueView etc.
customer service.
Video, strong visuals
(print quality) with less
140 character limit
Content
Short & long form
than 20% text on
Text based, image
Types
video
image; link and
content, videos & GIFs
carousel ads
Paid
Yes - Robust
Yes - Robust
Yes - Robust
Media

What It
Can Help
Achieve

Major KPIs

Awareness
Brand Equity
Purchase Intent

Awareness
Brand Equity
Purchase Intent

Facebook made
community growth a
priority on IG. Very high
engagement rates
relative to other
channels.
70 M photos /day

Awareness
Brand Equity
Purchase Intent

Retweets, @replies,
Likes, Followers,
Impressions, CTR, CPF
Hashtag use

Video Views,
Video Completion
Rate, Likes,
Comments

Started by a high
Owned by Twitter.
Questionable value as
school dropout; now
Launched the shorta social network but
owned by Yahoo.
form video craze. Very
not irrelevant. Mostly
Blogging platform for
influencer driven.
used to bolster SEO.
the creative set.
Nearly all mobile.

Millennial parents,
Millennials, teens, and
early adopters.
Audience is getting
more mainstream.

Mostly US, women 2554, but has made a

strides to diversify
including 40% reach
of Millennials online
and influx of male
users.

Teens and Millennials.

56% users are 18-34.
Popular amongst the
fashion, art,
entertainment, food &
creative set.

Early adopters,
Millennials and
teens.
Hardcore content
creators.

400 Million

100 Million a new record

achieved this quarter

N/A - Tumblr tracks

audience based on blog
network & dashboard

Est. 200 Million Vines

watched

Showcasing their lives

in unique, artsy, or
adorable ways. Lots of
selfies and food. Getting
inspired by what others
are sharing, including
friends, brands &
influencers.

73% of Pinners use

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

Publish high quality

photographic and video
content & engage with
fans. Leverage
influencers to create
branded 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.

Strong visuals - artistically

Strong vertical visuals
created, specific look &
with links back to (& pulled
feel with filters
from) brand website and
15-second looped videos,
strong with keywords for
ink and carousel
search descriptions

Trial (Mainly Entertainment) Trial (Mainly Entertainment)

Trial (Mainly Entertainment)
Traffic (for Publishers)
Traffic (for Publishers)
Reach New Audiences
Reach New Audiences
Reach New Audiences
Impressions, Video
Views
CTR, CPE, CPF, Likes,
Comments, Shares

Huge opportunity for

search (81% increase YoY
platform searches,
and for businesses (2/3 of
content saved from Pinners
comes from businesses) ,
80% mobile activity.

* Updated November 2015

Yes Getting robust

Yes Robust with

Buyable Pins

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

Over 2.2 Billion G+

profiles b/c anyone
with a Gmail account
has a profile. However,
few actually interact
with content on the
platform.

4-6 Million
Often used for
promoting ones
personal
businesses or
career.
Occasionally
following brand
content.
SEO

Maintain branded
Tumblr page & curate
experience through
reblogs & original
content. Engage with
Tumblr influencers.
Some convergence
with Yahoo advertising.
Text, photo, quote,
link, chat, audio,
video. Photos and
GIFS tend to perform
best.
Yes Getting more
robust

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.

Mobile app, catering

to the <25 demo.
Expiring images &
videos, 24 hour
stories and a
Discover tab
13-34 year olds,
nearly 100MM daily
active Snapchatters
and growing

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
Behind the scenes,
exclusive content.
Content must be
entertaining,
organic, and on the
fly.
Working with
influencers to
engage fans.

6-second videos

Text-based content.
Can include visuals,
videos & links back to
brand website

Images, videos,
drawings, emojis,
text

No

Yes - Thru Google

Yes Discover, Stories,

Geofilters, Lenses

Awareness
Brand Equity
Brand Engagement
Traffic
Purchase Intent

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

Likes, Reach,
Impressions, Eng. Rate,
Hashtag use, Clicks,
CPC

Impressions, Clicks,
Repins, Likes,
Comments, CPA/C, CPE,
CPM

Engagements,
Impressions, Follows,
Clicks, Views, ER

Revines, Comments,
Loops (# of times
video is played)

Clicks, Comments
+1s

Views, Screenshots,
Replays, Filter Usage,
Filter Impressions