At this event, the ARF Social Council presented research on how creators and influencers are reshaping the social media landscape and what these shifts mean for brands’ media, creative, and measurement decisions. The three speakers from Dynata, Kantar, and SmithGeiger moved from consumer behavior (who follows creators, where they spend time, and how trust translates to purchase) to marketer strategy (how creator work is being deployed and how to evaluate its effectiveness at scale) and finally to a category-specific deep dive in entertainment (what creator marketing does differently than traditional marketing for Gen Z and Millennials). Their presentations were followed by an engaging moderated discussion. All of the speakers and the moderator were either members of the Social Council or colleagues of Council members.
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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.
See all 5 Cups articles.
For more on this topic, check out the Advertising Tab in Morning Coffee.
Member Only Access
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.
See all 5 Cups articles.
For more on this topic, check out the Advertising Tab in Morning Coffee.
Member Only Access
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.
See all 5 Cups articles.
For more on this topic, check out the Advertising Tab in Morning Coffee.
Member Only Access
