Idea Blog

Let’s Examine 9 New Digital Marketing Stats (Part 2 of 2)

Blake Harris 08.11.2015

Yesterday, we took a closer look at Adweek’s 9 Interesting and Fun Digital Marketing Statsand tried to break down what these numbers really mean. Today, we’ll continue that endeavor, with Stats #5-9: 

[In case you missed Part 1, the article can be found here]

5. Imgur has more than 150 million monthly active users—a mostly young, largely male audience with a reputation for being commercially skeptical. Seventy-five percent of Imgur’s audience is under 35, and 60 percent is between the ages of 18 and 24. Brands are starting to take notice of the opportunities to tap this social audience.

A healthy reminder of two things:

1. Not all engagement is created equal: When dealing with percentages it’s easier to forget that those percentage points aren’t always as valuable as what the numbers represent. And from this statistic here we see that a prime demo (males between 18-24) is an elusive one; a demographic that’s likely underrepresented in most general statistics and one that’s more skeptical and harder to persuade. But…

2. There’s always a way! Yes, it may be harder to reach the coveted 18-24 audience but the underlying takeaway here is that there is a way to reach your target demographic. Maybe advertising on Imgur is the answer, or maybe it’s another route entirely. But the point is that when there’s a will, there is always—somewhere out there—a way. 

6. Twitter’s second quarter ad sales were up 63 percent year over year, but that wasn’t enough for investors—who want to see the microblogging platform grow its user base more quickly. 

Not quite sure what’s more interesting here: that Twitter’s Q2 ad sales were up a staggering 63% or that, somehow, this is disappointing news. But without getting into the danger unrealistic expectations, we should focus on the former: Twitter’s growing ad sales.

When thinking about advertising on social media, it’s easy to lump all of the platforms together. But each, really, has its own pros and cons. And in the case of twitter, it’s best asset is probably also it’s worst: a lot of the time, its promoted content doesn’t look like an advertisement. So this is great in that it’s more acceptingly consumed, but bad in the sense that it likely often gets ignored.

7. Facebook now counts more than 1.3 billion mobile users, putting its smartphone-based audience at a billion more people than Twitter attracts as a whole.

Oh, maybe that’s why the 63% uptick was perceived as disappointing. And to piggyback on the aforementioned point—that all social media platforms shouldn’t be lumped together—this serves as a good reminder than Facebook truly is king. They weren’t the first and they won’t be the last…but for a very long time they’ve been the best and that doesn’t seem poised to change any time soon.

8. Facebook’s Q2 earnings results, which beat expectations, totaled $4.04 billion in revenue and $719 million in profits. Ad revenue was up 43 percent over last year to $3.83 billion.

We already know Facebook is a great place to advertise, so let’s briefly consider what makes for a strong Facebook advertisement. Of all the social media platforms, Facebook is perhaps the most personal; the one least flooded with a constant stream of content and the one where family and friends stay connected. So consider this dynamic when advertising on Facebook; consider the mentality of a Facebook user and what would grab their attention. It’s likely something less noisy than what would be needed on other platforms, and something that connects with users in a personal way.

9. Do you want to express how much you love Snapchat at the beach? Well, you can buy a Snapchat beach towel for $24.99 on Amazon. Seriously, you can. While the Los Angeles-based social media company is set to make huge money with advertisers, it evidently wants to make extra coin on branded merch.

Interesting. Very interesting.

Since the boom of social media platforms, the primary revenue stream has always been information and on-site ads. But Snapchat is now looking to leverage the brand’s appeal through merchandise. Whether this will work remains to be seen, but it’s a good lesson to all of us that it’s at least worth considering alternate profit-centers that don’t disrupt your business model. In short: always evolve and don’t ever stop trying new things here and there.

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