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SCOUT Social Bark - April 2016

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What's what in the social sphere from the social media mavens at Scout.

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SCOUT Social Bark - April 2016

  1. 1. 2 Contents Facebook Rolls Out Facebook “Topics” Test Instagram’s New Algorithm Pinterest in 2016 Facebook Instant Articles Video statistics to help shape a Gen Z and Millennial- focused brand strategy
  2. 2. 3 Facebook 
 creates more opportunities for brand engagement
  3. 3. You may have noticed the recent addition of the option to “Add topic” when editing a Facebook status. Topics, which are still in a testing stage, allow statuses to be grouped with like Topics, working much like hashtags. Users can create a new Topic, as well as add their status to a current Topic. 4
  4. 4. 5 Click to read more Topics are also searchable, like hashtags, and are not said to affect prioritization. Tagging content with Topics will allow users to find and engage in relevant subjects that they are interested in. Brands should consider how Topics can provide more opportunities to engage in relevant conversations, as well as how best to create content that not only falls into popular Topics, but is also in line with their content pillars.
  5. 5. 6 Click to read more Another recent addition on Facebook is the ability to see popular live videos in the “trending topics” area. The app is also building out capabilities for users to search for Facebook Live videos, as well as a Facebook Live Map on desktop to see what is being broadcast live in other areas. These features speak to the growing trend 
 of video in new capacities. Now is the time 
 for brands to develop not only a video strategy, but one that incorporates Facebook Live’s capabilities.
  6. 6. 7 New Instagram Algorithm
  7. 7. 8 With a recent update similar to that of social platforms such as Facebook and Twitter, Instagram has rolled out a news feed algorithm that shows you the most engaged posts in your news feed rather than showing posts only in chronological order.
  8. 8. The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post. 9 ” “ -Instagram
  9. 9. 10 This is a clear sign that brands can be more strategic in how they are posting, putting quality over quantity. Brands should also align their social media strategy with Instagram best practices, with visual, dynamic, and engaging photos.
  10. 10. 11 Pinterest 2016
  11. 11. 12 Click to read more Pinterest continues to grow each year, and 
 it looks like 2016 is going to be their year. 
 For starters, they have a millenial target audience, whose purchasing power continues 
 to grow significantly. As shown in the chart, the biggest audience 
 on Pinterest is females in the 25-34 year old 
 age group, i.e. millennial women. 47% of millennial respondents to an Accenture survey went on to state that they have purchased something online after pinning it.
  12. 12. 13 Pinterest also rolled out additional Rich Pins that include extra information within the pin. These include • App Pins - easy app download without leaving the site • Recipe Pins - all pertinent recipe information • Product Pins - availability, price and 
 location details
  13. 13. 14 Pinterest is not a home run for those industries that do not have an organic audience on Pinterest, but for some, it can be truly beneficial. For example: 61% of Pinners made a food purchase (43% online and 82% in store) 42% of Pinners made a beauty purchase (49% online, 69% in-store) Brands should capitalize on Pinterest growth with the use of Rich Pins and engaging content that motivates users to not just Pin, but buy.
  14. 14. 15 Facebook Instant Articles
  15. 15. 16 Facebook is set to reveal a new offering, “Instant Articles,” which will allow publishers 
 to directly post content, including long-form pieces, instead of posting using via 
 external links. The company plans to change the way publishers, including brands, post content 
 to its network. This is more enhanced than what print magazines offer because Facebook offers quicker access to content, seamless 
 integration of auto-play videos, interactive maps, and more.
  16. 16. 17 The change, which launched April 12, allows brands to customize the look and feel of their content, to include layout, typeface and ads 
 to run within the post. There is also an 
 analytics option. Another issue addressed with Instant Articles is the load time for an external link to populate. Since there is no redirection involved, wait time will no longer be an issue. Brands that tested Instant Articles in beta reported a 15% increase in shares versus shares of a regular article posted to Facebook.
  17. 17. 18 Since the change will also likely decrease direct page views, brands should be prepared to integrate brand messaging and advertising directly in the content in a way that is still engaging and authentic to the experience. Click to read more
  18. 18. 19 Meet them where they are Video helps to reach Gen Z and Millennial audience
  19. 19. 20 The media consumption habits of today’s younger generations are increasingly meaningful and impactful to brands. Interestingly, Gen Zers have begun to overtake Millennials as the demographic that impacts brands the most. According to a Sparks & Honey report, “more than 70% of parents indicate that their Generation Z children influence buying decisions around family meals and apparel.” They also contribute to 69% of family entertainment decisions and 65% family vacation decisions. Gen Zers are said to prefer videos that lift their mood, are short, and feature celebrities. As shown in this infographic, videos are a mainstay in their lives and provide everything from entertainment to stress relief.
  20. 20. 21 Both cohorts demand authentic videos with recognizable digital celebs. These graphs also show that it’s not just what you create, but where you post it as well.
  21. 21. 22 Both generations seek brand engagement, so capitalizing on this information provides a great opportunity for any brand. 67% of respondents stated that they “can’t live without” YouTube. This confirms that 
 not only is video not going anywhere, but 
 it should be an important part of your 
 brand strategy. Brands need to comprehend preferences 
 of young audiences or risk being tuned out and ignored. Click to read more
  22. 22. FOLLOW SCOUT

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