This original research focused on content marketing was presented by BBC Global News at the Audience Measurement (AM) conference held in June.
The approach: digital consumers of English language international news age 16+; six markets (Australia, Hong Kong, Singapore, US, Canada and Germany); quantitative survey + facial coding + implicit response testing.
Among the key takeaways:
The Gold Rush of Google Analytics – How to Get the Most out of Google Analytics Tools
Liz Raschke – Analytics Premium, Client Engagement Specialist, Google
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L2 examines the Instagram activity of 250 major brands in nine categories in its second annual Instagram Intelligence Report. This report reveals that Instagram content, rather than audience size or posting frequency helps brands to maintain strong engagement with consumers.
Factors which contribute to stronger engagement include:
-Posting a variety of content, such as lifestyle photography and celebrities photos
-Attaching the brand to an influencer, which can be a person or an event
Posting more frequently actually has an inverse relationship with engagement.
Automotive brands and sportswear brands have high engagement rates. Companies with the strongest correlation between audience and engagement often share a combination of Millennial popularity, strong lifestyle branding, and iconic visuals.
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