FIGARODIGITAL.CO.UK
ESSAYS
It’s been a busy year for the major social media platforms. We hear from Laura Crimmons, Communications Director at Branded3, about the most significant roll-outs
Status Update: Social Media in 2015
So where have the big developments been this year? Crimmons highlights the following updates.
FACEBOOK CONVERSION LIFT Launched in January, Facebook’s tool
helps marketers set up control groups. One group can be shown ads on the platform while another group, with similar interests, is not. That enables marketers to see the overall lift generated by Facebook advertising. “Measurement and ROI are on everyone’s radar, including Facebook’s,” says Crimmons. “This helps advertisers to work out how Facebook ads are impacting on the bottom line.”
TWITTER VIDEO AND PERISCOPE Also launched in January was Twitter
Video. Rather than having to rely on YouTube urls, it enables users to record and share video within Twitter. This was followed in March by the launch (or more accurately the relaunch) of Twitter’s newly acquired livestreaming video app Periscope. Probably the biggest social media
It felt like 2014 was the year people started taking social seriously –
to a point,” Branded3’s Communications Director Laura Crimmons told delegates at Figaro Digital’s Social Media Seminar in September. “CMOs started to realise it can drive a lot of traffic and revenue. People know they should be doing something. But they’re not always sure what, or how to incorporate it into their broader business goals.”
Last year, says Crimmons, was the
year image-based marketing took off. Pinterest, Tumblr and Instagram all saw a rise in the number of active users, with Pinterest racking up a 67 per cent increase. Facebook continues to dominate in terms of the amount of traffic it drives, but both it and Twitter saw a decline in their active users in 2014. “Which is kind of scary for us as marketers,” says Crimmons, “as they’re the ones where we feel we’ve got our feet under the table.”
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development of the year, Periscope’s CEO Kayvon Beykpour has described the experience as akin to “teleportation”. Ten days after launch the app had a million users. Four months later it had 10 million. The point, says Crimmons, is that “video is king on nearly all channels. Unless you’ve got a strong video angle to your campaign you’re not going to see the same returns.” But, she notes, to really see the benefits of video marketers need to make use of native upload facilities. Sharing a YouTube link across the rest of your platforms is no longer enough.
VINE KIDS & YOUTUBE KIDS From fitness freaks to world travellers,
new platforms for niche content are emerging all the time. In fact, suggests Crimmons, our desire for content and communities that share our interests
FEATURE JON FORTGANG
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