UPDATED JANUARY 2019
S O C I A L P L AT F O R M C H E AT S H E E T
NEED TO Most scalable social platform with an
KNOW emphasis on connecting the world.
The News Feed (algorithm-generated
customized feed) is the social
network’s core, where users go to
connect with friends and family; where
they can consume news, video, and
content; and where the majority of
brand advertisements are placed due
to its broad but targeted reach.
WHO’S 68% of U.S. adults are using Facebook.
ON IT 74% of those users are visiting
Facebook daily, and 57% visit several
times a day. Overall, more women use
Facebook than men and usage is
generally even across White, African-
American and Hispanic demos.
Recently, platform growth is being
driven by APAC while North America
and Europe remain relatively flat.
MAU 2.27 Billion
(300M DAU on Stories)
HOW PEOPLE Connect with friends and family,
USE IT consume news and video (premium
original content, editorial and live),
and discover products, content, and
events that align with their personal
interests. People take to brand Pages
to ask product questions or voice
concerns, and join Groups to discuss
interests with like-minded
communities. Stories usage is also
growing, aided by the international
audience.
HOW BRANDS Photo Ad, Video, 360
Photo/Video/Audio, GIF, In-Stream
CAPTURE
Video, 3D Photos, Facebook Watch,
ATTENTION
Facebook Stories, Music Stickers   Snapchat exclusively, Snapchat Lenses
Canvas (+Collections), Dynamic Product
Ads, Static/Video Carousels, Link Ads,
HOW BRANDS
360 Photo/Video/Audio, Events, Offers,
DRIVE ACTION
Lead Generation Ads, App Installs, Live
Reminder Ads, Collection Ads, Groups
for Pages, Local Awareness, In-Stream
video, Marketplace Ads
Video/360 video Facebook Live (and
HOW BRANDS cross posting), Stories, Live 360 Ready
OFFER LIVE Program, 4K and VR viewing for Live
360 streams, Live with Friends, In-
EXPERIENCES
Stream video, Watchparty
EMERGING
Story Ads, Premieres, Facebook Portal
INNOVATION FOR
BRANDS
Most personally curated social feed
owned by Facebook Inc. In-feed
content is inspirational/aspirational communication between friends and awareness and engagement duality play
while Stories content is more behind-
the-scenes and unpolished. Users, Messenger supports group messages
brands and influencers customize the of up to 150 users and can be used
content they post with editing tools
(Boomerang, Hyperlapse, etc.)
35% of U.S. adults are on Instagram.
However, the platform skews slightly
younger with 71% of U.S. 18- to 24-
year-olds reporting that they use
Instagram. 81% of this younger
audience visits Instagram daily and
55% visits Instagram several times a
day. Overall, the platform is pretty
gender neutral and slightly over-
indexes with African-Americans and
Hispanics.
1 Billion
(400M DAU for Stories)
Create and discover inspirational
visual content. Follow friends, family, family on daily happenings via text,
influencers and brands. Save content
and share with Instagram Direct.
Explore tab is used to discover new
content creators and shop new
products. Stories provide a behind-the-
scenes, more authentic look at a
user’s world.
Photo, Video, Boomerang, Hyperlapse,
Stories, Story Carousel Ads, GIF
stickers, Music Stickers
Static/Video Link Ads, Stories,
Static/Video Albums and Carousels,
Collection Ads, Link to Canvas From
Stories, Story Polls, Story Countdowns,
Story Q&A Stickers
Live Stories, Live with a Friend
AR Studio for Instagram, Native
Payments, Audio Messaging     Card for promotion and sharing bots
A standalone mobile app owned by Focus on real-time discovery, trending
Facebook Inc. used for one-to-one topics and moments. The platform's
family or for customer service. a large role in its distinction from other
larger platforms. A hub for video
content, specifically in the form of live-
as a bot platform for brands. streaming user and publisher content
via Periscope and in-app streaming.
24% of global online adults (21% of all
Americans). A wide audience; ranges
37% of global online adults, making
across vocal and influential users,
it the second most used mobile app
celebrities and publishers specializing in than 1+ hour of video daily on mobile
in the United States. However, it is
pop culture, politics, technology and
still second to WhatsApp in terms of
internet memes. Heavy usage among
messaging apps worldwide.
African-Americans and diverse cultures.
Majority 18-24; second largest group is watch YouTube during prime time than
25-34.
1.3 Billion 326 Million
To communicate with friends and Sought after resource for news and pop
culture updates. Along with
video and audio messaging. People conversation around tent-pole events,
also connect with Brand Pages to ask heavily used for brand customer
product questions or voice concerns. service. Users view original
  programming with participating
partners and publishers. Live-streaming
with live-viewing via streaming
partnerships like NBA, in-app live-
stream, and Periscope Producer.
Photo, GIF, Promoted Video, In-Stream
News Feed Ads
ads, Sponsorships
Polls, Cards (Video, App, Summary,
Website), Conversation Ads, Instant
Messenger Ads, Sponsored
Unlock, Moments, Custom
Messages, Messenger Codes
Emoji/Hashflag, Promoted Trends
Live via Periscope, Live in Twitter and
N/A
Periscope Producer, 360 Periscope Live
AR capabilities Video Website Cards, Direct Message
Remains the internet's premier
destination for video content with
close to two billion users globally -
almost half of all people on the
Internet. One billion hours of video
are watched daily, and more users are
turning to YouTube for live content,
with YouTube Live accounting for 25%
of the live-steaming market.
Global reach of 91 countries and 80
languages, covering 95% of the
Internet population. 70% of views are
on mobile, with users watching more
alone. More U.S. users ages 18-34
watch on mobile alone than any TV
network, and more 18-49 U.S. users
they do the top 10 primetime shows
combined.
1.9 Billion
Primarily used as a search engine for
discovering new content and a
subscription service for keeping up
with dedicated interests via creator
channels. In addition, YouTube has
created unique experiences for music
fans, gamers, TV lovers, and families
(i.e. YouTube Music, YouTube Gaming,
YouTube TV, YouTube Kids).
Standard Video (long and short form);
Dynamic Creative (Director Mix)
TrueView In-Stream, TrueView
Discovery, Bumpers, Display Ads,
Overlay Ads, Sponsored Cards, Mid-
Roll
Live Streaming (HDR, 4K, 360 4K), Live
Stream in Ads.
Dynamic Creative Solutions such as
Director Mix, Direct Response tools like
ad extensions & Shopping Actions
“World's catalog of ideas," where
users go to be inspired. Pinterest is a
hybrid social and search platform
where marketers can reach a
receptive audience throughout the
purchase funnel, from the earliest
stages of discovery through to
conversion.
1 out of 2 millennials uses Pinterest
every month, and the platform is
most popular among U.S. women
aged 18+. However, Pinterest is
rapidly growing far beyond that loyal
base, especially among men and
outside of the US.
250 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, Auto-Play
Promoted Video
Static and Rich Pins
N/A
Pinterest Lens, Following tab,
Promoted Video at Max Width,
Carousel Pins
Best known for its ephemeral content,
and positions itself as a mobile
camera app. Users edit photos with
various features including lenses,
image and voice filters, stickers, and
drawing tools such as text, color, and
emoji overlays including Bitmoji in 3D.
Discover feature is widely used as a
content destination to consume short-
form stories from editorial partners.
71% of Snapchat users are 18-34
years old. On average, Snapchat users
use the app over 20 times per day &
spend 30 minutes on the app. 3 billion
Snaps are created daily. Over 10
million monthly users watch
Snapchat’s 21 original shows for
Discover.
186 Million DAU
1:1 photo/video messages that expire
after 24 hours with filters and lenses.
Daily storytelling to friends via 24-
hour Story feature. Custom Stories
with select friends both geo-fenced
and non. Access publication source
stories in Discover. View and curate
content to Live stories. Save snaps to
and from Memories. Create stories
from images and videos in Memories.
Static image or video with
customizations, Snap Ads with Video,
Video content & TV series created for
Article, App install, Mobile Web-Site or
Deep Link Attachments, Lead
Generation Ads, Snapcodes, Snap to
Unlock, Filters and Lenses
National and local geo filters,
Sponsored Lenses, Ad placements
within "Our Stories," Custom Stories,
and the newest Live broadcasting for
certain publishers.
Product Catalogs, Visual Search,
Collection Ads, Commercials in Snap
Original Shows, AR attachments.