Social Media Update 2016 via Pew Research Center

A majority of Americans now say they get news via social media, and half of the public has turned to these sites to learn about the 2016 presidential election. Americans are using social media in the context of work (whether to take a mental break on the job or to seek out employment), while also engaging in an ongoing effort to navigate the complex privacy issues that these sites bring to the forefront.

On a total population basis (including Americans who do not use the internet at all), 68% of all U.S. adults say they are Facebook users, 28% report using Instagram, 26% Pinterest, 25% LinkedIn, and 21% Twitter.

Today smartphone owners (at the time of this survey, 72% of American adults) can choose from a variety of messaging apps that fill many of the same functions. Some of these apps look and function like a traditional chat or messaging service, while others offer unique features – such as the ability to post anonymously, or to have one’s posts expire or delete themselves after they are viewed.

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An Hour-By-Hour Breakdown of When People Post on Instagram

Christopher Heine, writing for Adweek presents major findings from a study of Instagram users by Mavrck.  This study analyzed 1.3 million Instagram posts and reveals details of the posts.

This study revealed:

-Marketers might achieve greater engagement with consumers between 6 a.m. and noon.  While posting volume is relatively low during these hours, users are still regularly reviewing their feeds on their smartphones.  There is less competition for their attention during these hours.

-Midnight is the most popular time to post.

-Millennial women between 25 and 40 years old are the best “micro-influencers.”

-The most popular hashtags: #TBT (throwback Thursday) and #WCW (woman crush Wednesday).

-Age matters on Instagram.  Every extra year in age among influencers (people with thousands of followers) correlated to a 0.15% decrease in followers.

For each 1% increase in the number of users they follow, influencers gained a 0.79% increase in followers.


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Instagram Content Helps Brands Maintain Strong Engagement

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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