GlobalWebIndex has produced an infographic looking at the percentage of different social platforms’ users who follow brands and say they use social media for product research.
The infographic shows that 53% of Instagram users follow their favorite brands – more than any of the other main social platforms. Also, 44% of those surveyed said they use Instagram as a place to research products and brands they are interested in, indicating its promising advertising potential.
Instagram has a young audience, with around 70% of its users under 35. The platform has high engagement figures, with over 60% of users logging in daily, making it an attractive platform to brands.
It’s not a truly British Summer without festivals. Getting out your mud-covered wellies, your denim shorts, floral headbands, and setting up your tent in a puddle in the middle of a field.
Bulmers Cider brought their vibrant #LiveColourful campaign to three festivals this summer; The Isle of Wight Festival, BST Hyde Park and Kendal Calling. In true #LiveColourful fashion, the festival-goers were challenged to break out of their usual party routines and try something new by visiting the Bulmers areas. Our task? To capture and amplify the ultimate festival experience on social media.
The journey started by hopping onto a ferry to document the build of the Bulmers Colourena on the Isle of Wight. What could only be described as an amphitheatre of enormous fun, the Colourena served as a venue for games, ranging from welly wanging to multi-coloured paint fights. As the Colourena went up, the anticipation was growing; we could almost hear the muffled sounds of Blur testing their kit and taste the rain-soaked chips on our tongues. And thanks to our time-lapse video, so could Bulmers’ Twitter followers.
— Bulmers Cider (@bulmerscider) June 12, 2015
In the following days and weeks we unleashed festival content. From a series of highlight posts, using Instagram as a channel for visually capturing the #LiveColourful spirit, to a set of wrap up videos optimised for Facebook and Twitter, we ensured the Bulmers audience got to enjoy the best bits of festivals, without setting a foot in a portaloo.
#LiveColourful usage soared over the summer, with peaks in conversation during the festival periods, with festival content receiving some of the highest engagement rates for the year so far.
— Bulmers Cider (@bulmerscider) July 24, 2015
In order to raise the festival spirit even further, we enlisted the help of the coolest kids in town and sent a set of influencers to capture their festival experiences. Doug explored the joys of jelly wrestling on the Isle of Wight, while Kane peeked into the Bulmers huts at Hyde Park, amongst others.
The tents and feather headdresses have now disappeared as fast as that festival romance, but the videos of the Bulmers Colourena live on. Here’s to what was an epic #LiveColourful festival summer of 2015!
It’s been over seven years since We Are Social’s co-founders, Robin and Nathan, set-up the agency with just their laptops and some borrowed office space. Fast forward to today, and we’re now over 150 people in London (not to mention our 400+ colleagues around the world) and it’s safe to say, we’ve come a long way since those early days.
We’d been based in Clerkenwell for as long as even most of the veterans here can remember, and our St John’s Sq home served us well. But in the last few years we’ve established whole new departments, won loads of great clients and become a bigger force in the marketing landscape.
So, with our Farringdon HQ no longer big enough to accommodate us, it was time to take We Are Social to a new home more fitting of the agency we are today. As you may have read in Campaign last week, we’ve moved to the amazing Alphabeta building in Finsbury Square.
Spanning 27,000 feet (over double the size of our last office), our space at Alphabeta has been designed by YourStudio to help our teams to be amazing at their jobs, and to deliver what our clients expect from a forward thinking agency.
The biggest change is undoubtedly our new in-house production capabilities. We now have three bespoke photo and film studios, allowing us to work on professional-quality production. We’ve been creating fast turnaround film, animation and photography content for our clients over the last three years, but now we’ll be able to do more of this at scale.
At We Are Social we also like to put on a good show, as anyone who’s attended one of our Social Smackdowns or 101 events can attest to. We’ll be doing more of this from now on, with a large ‘Town Hall’ area designed for large-scale seminars and speaker events.
Alphabeta has already been featured by the BBC due to the fact we’re apparently London’s first cycle-in office (it’s easier than the reporter makes it looks here, I promise!) – and for sporting fanatics there’s also a basketball court and squash courts on site. And of course, no We Are Social office would be complete without our precious ping pong and foosball tables.
We’ve been here for just over a week, and already the agency feels like a more energetic, creative place to be; we’re looking forward to creating lots more award-winning work under our new roof. Here’s to the beginning of another chapter in We Are Social’s growth!
We Are Social currently has 15 open roles across its client services, creative, research & insight, editorial, strategy and design teams. For more information on how you can be part of one of the world’s fastest growing agencies, contact Lauren Tibbetts.
Facebook drives increased investment in social
Investment in social media is going up – and there’s a clear indication of whose pocket it’s ending up in. eMarketer stated last week that social media ad spend is accelerating even faster than expected, now predicted to hit $25.1 billion in 2015, over a billion dollars more than it initially projected in April. It won’t be a surprise to many that Facebook is the company responsible for this growth – Facebook and Instagram’s ad business is expected to grow 42 percent y-o-y to $16.3 billion, or 65 percent of brands’ social media budgets in 2015. The platform continues to out-perform poor old Twitter, which is expected to pull in $2 billion in ad revenue (roughly 8 percent of total social budgets). While this is a 62 percent increase over Twitter’s 2014’s revenue, eMarketer had previously expected growth of 67 percent for the platform.
Facebook lures in TV spend with new ad products
Facebook wants a slice of the ever-lucrative TV advertising pie and what Facebook wants, it gets. The platform has created a series of ad products to appeal to those launching big budget integrated campaigns, which includes target-rating points (TRP) buying, using Neilsen to verify how well ads on Facebook perform in conjunction with their TV equivalent. Facebook’s Director of Ads Product Marketing, Graham Mudd, told Adweek:
TV ad campaigns supplemented by Facebook advertising provide an ideal combination for marketers to both reach large audiences and build their brands. Now we’re making it even easier to extend and augment TV campaigns through the introduction of TRP Buying, so advertisers can plan, buy and measure Facebook ads using the same guarantees and Nielsen verification they’re used to with TV.
Facebook will be hoping that the data proves the value of investment in the platform, perhaps over and above that of traditional channels. Other new ad products include allowing videos in its carousel ad unit, which up to now only featured photos.
Facebook brings 360-degree videos to News Feeds
Next up – Facebook! Yes, this week’s mashup has a theme, folks. This time the platform is dabbling in a bit of virtual reality, with the introduction of 360-degree videos. Fittingly, the first 360 vid was made by Disney and Lucasfilm to promote Star Wars: The Force Awakens, and brands like GoPro, Mountain Dew and Discovery are already lined up to try it out. Facebook coughed up $2 billion for VR company Oculus Rift last year, so expect more updates like this in the future.
Notes gets a revamp
Pinterest has recently launched… only kidding, it’s Facebook again! The platform’s Notes function, which allows you to write longer posts, has historically been pretty dull – so it’s had a revamp. Notes users can add a cover photo, caption and resize images, and format their text into headers, quotes or bullets. Facebook suggests that you might like to recap your summer vacation or update people with an important life event. I for one can’t wait to read long form versions of Sarah’s crazy holiday to Greece, Tom’s first birthday party and Laura and Steve’s fabulous Caribbean wedding.
Facebook updates Instant Articles
Facebook’s Instant Articles – which allows readers to consume news stories in-app rather than being redirected to an external site – was a controversial announcement last year, with publishers concerned about the level of control it would give Facebook. But it seems that the function is still very much on the platform’s agenda, with Facebook announcing plans to ramp up Instant Articles by expanding the number of users who can see them and the number of publishers that can create them. One of the function’s biggest fans is the Washington Post, which says it will start running every single one of its stories on Facebook via Instant Articles.
Instagram community hits 400,000,000
Facebook-owned (yep, we had to get it in there somewhere) Instagram has hit a massive 400 million users. It’s also getting more and more global, with 75 percent of its community living outside the US and, among the last 100 million to join, more than half live in Europe and Asia. Très bien.
Twitter tests polls within tweets
The latest Twitter feature to be bubbling up to the social surface is polls. Perhaps in an attempt to keep up with the ever evolving Facebook and Instagram this new Twitter format has been sighted on staff and a few verified accounts so far but it is unconfirmed when or indeed if it will ever be fully rolled out. For the time being you can only pose two options for polls so that rules out ‘Will you be my boyfriend? Yes/No/Maybe’ for now. Damn.
Periscope creates its own version of a retweet using screenshots
A new version of Periscope has been released where users are now able to share screenshots of the streams they watch, creating the Periscope version of a retweet and making the whole experience a lot more social. It also makes everyone else watching that stream aware that a screenshot has been taken. The screenshot sharing aspect will help promotion of streams which currently appear as quite an uninspiring link in Twitter.
Pinterest blows its developer sandbox wide open
Pinterest has announced that it is giving developers access to its APIs for building new apps and third-party integrations. Now anyone can start building away, they just need Pinterest’s approval before going public. That’s my ‘suet puddings for swingers serving suggestions’ app idea out the window then isn’t it. Since May, developers have submitted more than 5,000 ideas for apps and Pinterest has already been working with IFTT, Polyvore and Topshop to launch integrations. Polyvore has already reported that it has increased traffic from Pinterest by 35%, while the number of pins saved from the company has jumped tenfold.
Maggi presents Singapore’s first ‘social’ cookbook on Instagram
Nestlé Singapore with We Are Social has launched a new Instagram campaign in an attempt to engage a new generation of aspiring chefs, with an aim to put the fun back into cooking. The activity takes advantage of Instagram’s rising popularity in Singapore, with Maggi releasing two new recipes each month in line with their brand belief that ‘Happiness is Homemade’. Clicking on specific photo tags will direct users to the corresponding recipe page and also in the direction of their YouTube page for longer ‘how-to’ videos.
Tweet-powered sculpture raises awareness of gay blood donor restrictions
As part of the London Design Festival, a rainbow comprised of liquid has been created which is missing one vital colour: red. Users who tweet #PutRedBack will trigger a single drop of red liquid to fall into the empty part of the rainbow. The installation has been made to raise awareness of the restrictions on gay men donating blood in the UK and coincides with a petition started by charity Freedom To Donate that will lead to a government debate on current blood donation guidelines.
Twitter creates Popemoji for Pope’s US tour
Papal ferula? Check! Papal mitre? Check! Papal emoji? CHECK! It’s every modern pope’s prerogative to have their own emoji these days and that’s just what Pope Francis got from Twitter as he embarked on his US tour last week.
With four different emoji attached to respective hashtags, users tweeted by their tens of thousands in anticipation of his arrival and according to Topsy, an hour after landing in Washington, there had been 42,000 tweets about his visit.
Of course some brands were quick to jump on this spike of social activity, especially those with legitimate ties; for instance Fiat, one of the official ‘Popemobile’ providers and papal bed supplier Loom & Leaf. Data also showed that many big brands stayed quiet with the majority of the top 300 brands on Twitter steering clear of the conversation.
— Loom and Leaf (@LoomAndLeaf) September 19, 2015
One of the most exciting times for fashionistas has come and gone for yet another year. Yes, you guessed it, ‘Fashion Week’- where top fashion designers from all over the world showcase their spring/summer collections for the following year. The events were attended by exclusive A-listers and top high flying brands. Through the use of social media, the rest of the world have been allowed that little extra peek at what goes on behind the scenes.
As you may have read in the Evening Standard today, we’ve used Brandwatch to look at how engaged social media users were. How many conversations were generated about the designers and their collections, how many were about the front row, and most importantly, who actually made the cut?
Here is our low-down of what people were talking about on social at the events:
New York Fashion Week (NYFW)
Alexander Wang was the brand that had the best Twitter performance, being mentioned in 7,664 throughout the week, overtaking all competitors. The catwalk show itself generated 4,461 tweets, with high profile celebrities such as The Weeknd, Lady Gaga and Nicki Minaj in attendance.
The hashtag #WANG10 was used throughout social media, with the brand encouraging the social community to watch the show on their website, and documenting the celebrities in attendance on Instagram, with two posts receiving an impressive 77.9k combined likes. Gigi Hadid, Kylie, Kendall Jenner and Brooklyn Beckham were some of the most tweeted buzzwords coming out of the NYFW conversations. Yet, the best performing tweet of NYFW was posted by @CalvinKlein featuring Kendall Jenner backstage, which achieved 1.2k retweets and 3.5k favourites.
In the run up to NYFW, there were a lot of reports in the press about innovations going on during the event, but these didn’t seem to have an impact on social conversation, apart from Periscope. The app generated 8,034 mentions, and also had a steady presence throughout, with fashion shows being broadcast from brands such as Rebecca Minkoff, Marc Jacobs and Ralph Lauren.
However, the best performing brand, Alexander Wang, accounted for just 0.45% of overall NYFW conversation. Perhaps this shows that, in line with today’s celeb obsessed culture, it’s the people in the front row that are pulling in the eyeballs, rather than the big brands on the catwalk.
London Fashion Week (LFW)
LFW was more positive for brands on social overall. Burberry came the closest to making a splash on social, accounting for 1.8% of all LFW tweets, over 7 times more than the second highest performing competitor, Topshop Unique.
The #Burberry hashtag was the third most used throughout conversations, and the brand also provided the top tweet throughout the week; the runway picture of ‘The cut out ankle boot with The Belt Bag’, which achieved just over 2.5k retweets, and 6.3k favourites.
There were around 7k posts about LFW on Instagram during the week, mostly from ‘regrammed’ images of catwalks. And several brands used Periscope to offer exclusive content to consumers, such as River Island, Vivienne Westwood, and Hunter Boots, showing that more brands were becoming increasingly innovative with their social content.
How did they stack up?
Overall, LFW created more buzz on social media platforms than NYFW, with 2.5m tweets, compared to the 1.6m for NYFW.
Amongst brands, again LFW came out top, with Burberry the clear winner reaching 46,718 mentions, compared to the top mentioned brand during NYFW, Alexander Wang, with 7,664.
Burberry’s social strategy went from strength to strength, outperforming others by a significant margin. Through using their influential social channels, and Snapchat in particular, Burberry managed to stay relevant amongst all the noise. For both events however, it was the the high-profile attendees rather than the fashion collections that dominated the main conversations on social.
Brands showcasing their collections at future New York events will have to up their social game, and take notes from Burberry in how to generate huge engagement by mixing up content across social platforms.