Social Platform Cheat Sheet

Need to
Know

Whos On
It

Most established social

channel; broad reach in
US & global. Very
advanced targeting; paid
ads necessary as
algorithm continues to
reduce organic reach.
Everyone, with a majority of
Millennial users living in
U.S., India & Brazil.
However, teens are using it
less, and differently (more
for networking)

Prioritizes quality video/photo

content that looks and feels
like those organically using
the platform. Explore new
content, topics and users
within the platform catered to
users interest.

Millennial parents,
millennials, teens.

600 Million overall

1.79 Billion
100 Million Instagram
MAU
Stories
Go-to social network for
Showcase their daily lives in
many demos. Browsing the
a visually artistic way.
feed; keeping up with friends; Discover other brands/users
sharing news/photos;
that resonate with personal
How People
Discovering content and
interests via Explore tab.
Use It
news; creating and
Creating 24-hour Stories with
consuming Live content;
Live content and
planning events. Messenger
personalized images with
used for customer service,
stickers and doodles. Save
group voice chats, and
images in app or share
customized photo/video
disappearing visuals via DM
messages
with
filters
with followers.
Publish & promote high
Creating Business Profiles
quality visual content. Elicit
for better measurement and
action (social engagement,
Customer Service. Share
clicks to website, video
high-quality creative
views, etc.) from target.
showcasing the brand or
Increasingly as a sounding
product in unique/innovative
How Brands board for customer service
ways to increase affinity.
with Messenger and
Use It
Engage with audiences with
Messenger Bots and to
responsive messaging,
provide exclusive Live
viewing hashtags. Leverage
content. Small businesses
Influencers for content
use as a substitute for a
creation.
web presence.

Content
Types

Paid
Media

What It Can
Help Achieve

Major KPIs

Short Video (with captions),

Live Video (with filters), Live
Audio, 360 degree video
(recorded and Live) and
photos, strong visuals with
limited text on image; link,
carousel, and Canvas ads.

Yes Robust, now includes

Dynamic Ads, store visits
objective and Messenger
advertising
Awareness, Brand Equity,
Purchase Intent,
Trial (Mainly Entertainment),
Traffic (for Publishers),
Reach New Audiences
Impressions, Video Views,
CTR, CPE, CPM, Reactions,
Comments, Shares,
Frequency, % of audience
reached

Strong visuals with filters

Looped video up 60 seconds,
link ads, carousel photo/video
ads, and Stories/Live Stories,
saved content. Placement
optimization with Facebook.

Yes Leverages Facebook

Ads API

Shifting more and more

Owned by Google. 2nd
towards live media content
most popular search
sharing, commentary on
engine. 6 billion hours of
events, and being "right
video viewed per month.
now" relevant.

A fairly wide audience, with

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

317 Million

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

1 Billion

Recently acquired by
Verizon as part of Yahoo.
Blogging platform for the
creative set.

Mobile app: expiring images

& video, 24-hour
Live/Sponsored Stories,
Discover tab. 10 Billion
video views per day;
Changed name to Snap Inc.
and introduced Spectacles.

The platform is growing fast,

with 50% user growth YoY.
70M Pinners are from the US
and 80M are from outside the
US, 40% of new signups are
men, and 50% of all US
millennials are now on
Pinterest.

Teens and Millennials.

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

86% of demo between

13-34 years old; 25-34
is the fastest growing
demo.
50/50=US/International.
Over 150MM daily
active Snapchatters

150 Million

Watching videos,
uploading videos,
following video
creators (now
celebrities in their own
right). Sharing this
content with individual,
groups, or all followers.
Identifying songs with
Shazam integration.

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.

Businesses create 2/3 of

platform content. Publish high
Distribute TV commercials
quality content with rich,
and other video content,
keyword focused descriptions
and create unique web& vertical imagery. Integrate
based content including
Pinterest button on website &
Virtual Reality, Live
optimize web content. Create
Streaming, and
rich & promoted pins to make
360video. Leverage
content more discoverable.
influencers to create
Create buyable pins to drive
video content.
sales and conversion onplatform for retailers.

Yes Robust
now includes Website
Conversions Objective

Short and long form

videos including
experiential and
immersive content (360degree videos, live
streaming, spatial audio)

Yes - Robust

Awareness, Fan
Engagement,
Awareness,
Awareness, Brand Equity,
Brand Equity, Purchase
Brand Equity,
Brand Engagement,
Intent.
Purchase Intent,
Purchase Intent, Reach New Trial (Mainly Entertainment),
Trial (Mainly Entertainment),
Audiences, Conversion
Traffic (for Publishers),
Reach New Audiences
Reach New Audiences
Likes, Reach, Impressions, Retweets, @replies, Likes,
Video Views,
Eng. Rate, Hashtag use, Followers, Impressions, CTR,
Video Completion Rate,
Clicks, CPC, CPE, Video
CPF
Likes, Comments
Views, Story Views
Hashtag use

Updated November 2016

Where people go to create

their own future and
discover, save, do. Updates
to search are indicative of a
focus on discovery and
conversion. 80% of usage
happening on mobile.

Many are spectators rather

than active participants,
discovering content, articles,
& news, though participation
has increased with the
introduction of the
algorithm. Others use it for
1:1 engagement with
friends, peers, celebrities &
brands. Lots of customer
service inquires.

140 character limit text-based,

images, videos, live-stream
contens, GIFs & Vines via the
standalone app.
Conversational ads, Moments,
Stickers, Carousel formats, and
live video in app with
Periscope.

Aspirational content curator

that helps users plan for their
next life phase.
Discovering new things &
products; getting inspired;
planning their lives and
purchases.

Engaging, inspirational vertical

visuals with links back to brand
site and most used keywords in
descriptions for search. Buyable
pins, cinematic pins, how-to
pins, rich pins & video pins.

Yes - Robust with Buyable

Pins, and now Promoted
Video + Custom Audiences.
Awareness,
Brand Equity,
Brand Engagement,
Driving Traffic,
Sales,
Purchase Intent
Repins, Likes, Impressions,
Unique Viewers, Clicks, CTR,
Save Rate, Installs, Closeups,
Purchases, Video Views, Video
Completion Rate, CPE, CPC, CPM

N/A - Tumblr tracks audience

based on blog network &
dashboard

200 Million

1:1 photo/video messages

that expire after 24 hours
Curating & creating content with filters and lenses.
that provides a window into Daily storytelling to friends
via 24-hour Story feature.
their personalities,
interests, etc. Riffing on Access publication-sourced
pop culture, trends, humor, stories in Discover. Save
snaps to and from
etc. Following others who
inspire them.
Memories. Creating Stories
from images and videos in
Memories.

Maintain branded Tumblr

page & curate experience
through reblogs & original
content. Brands can also
drive awareness through
Blogless Sponsored posts
(branded Tumblr page not
needed).

Reddit is the 8th largest site

in the US with over 243M
monthly unique visitors.
Referred to as the "front
page of the internet" where
up-and-coming and hottest
social news is aggregated.

Imgur is the largest image

sharing community in the
world of influential, tastemaking internet culture
enthusiasts. Full of original
and UGC where storytelling
is at the core.

85% Males 18-34

60% is USA
53% M/ 47% F, 63%
under 25 / 87% under 35. Global reach: Canada, UK,
Brazil, Japan, Germany
Primarily US-based (70%).
6 Billion Pages view per
month
243 Million

150 Million

Unique to Reddit, users

Create posts using as
can anonymously post and many images/text as they
comment on content.
want to tell their story.
Users look for like-minded
Imgur community then
people in topic-specific
votes up the best content
subreddit communities to to the front page, where it
discuss content. Users are is seen, commented on,
able to vote up content.
and favorited by millions.
Great community for
Great community for visual
discovery.
discovery.

Showcase exclusive, behind- Engage Reddit's passionate Creating and promoting

the-scenes content, which
user base. Target relevant posts with animated or still
should be entertaining and
subreddits in order to build images, lots of descriptive
spontaneous. Work with
relevance and incentivize text, and links to your site
influencers to engage fans.
that provides value to the
the community to take
Buy 10s video Snap Ads,
action. Encourage users to Imgur community. Content
integrated into content on
that is light, fun and
share their experiences,
Live, Discover and In
touches on one of these
between user Stories. Option opinions, and feedback on
themes: nostalgic,
anything from TV shows,
to swipe up for more content
informative,
prescriptive,
(long-form video, app install, products, promotions, and
high-tech, humor and
etc.)
events.

kindness performs best.

Text, photo, quote, link,

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

Photos, videos, drawings,

emojis, stickers, text,
audio/video notes,
audio/video calls.

Videos, GIFS, Photos,

Long-Form Content,
AMA's

Promoted full-page
canvas that can include
animated GIFs or still
images, descriptive text,
and links.

Yes - Banner Ads,

Yes - Promoted Posts (native)
Yes - Sponsored Blog and Yes- Snap Ads, Geofilters
Promoted Posts, Hompage
(Sponsored,
Chain,
or
OnSpotlight Ads (native)
Day, Sponsored Posts
or Subreddit takeovers,
Demand),
Lenses,
World
In-app Display
(static, video, blogless,
AMA's
Lenses,
and
Snap
to
Unlock.
Programmatic
carousel & on Yahoo)
Awareness,
Brand Equity,
Brand Engagement,
Traffic
Engagements (likes,
Reblogs), Impressions,
Follows, Clicks, Views,
Eng. Rate

Awareness,
Brand Equity,
Brand Engagement

Views, Screenshots,
Replays, Filter Usage, Filter
Impressions

Awareness, Conversation,
Sales, Sign-ups,
Site Traffic

Reach among a unique

audience, Brand
Awareness, Sales, Signups, Tune-in

CTR, Bounce Rate,

Impressions, Clicks,
Comments, CTR, CPM, and Engagements , Comments,
Favorites , Upvotes,
CPC
Downvotes, Shares