Each week, The Motherhood team pores over industry news, noting what’s new, trending and on the way out. Take a look at what we have been reading recently:
Take note, brands: Older generations are online and on social media. In fact, baby boomers are19 percent more likely to share content than other generations.
Seventy-one percent of adults who are digitally active use Facebook, and usage among seniors continues to increase, according to Pew Research Center’s findings. Facebook usage breaks down by age range as follows:
- Adults 30 to 49 years old: 73%
- Adults 50 to 64 years old: 63%
- Adults 65 and older: 56%
Takeaway: Don’t limit your influencer marketing campaigns to millennials and younger crowds.
Nielsen examined the relationship between engagement metrics and the most- and least-tweeted ads that aired during last year’s Super Bowl and found that top-tweeted ads were easier to process, had strong memory activation during final branding and generated more smiles overall. Viewers were also able to recall the top-tweeted ads more and were more likely to link them correctly to the brand than the least-tweeted ads after the game.
In contrast, low-tweeted ads showed a pattern consistent with confusion early on, suggesting the ads were more complex to process and had fewer intuitive moments.
Takeaway: When it comes to social posts, keep things simple for better message penetration.
New research shows that there is a correlation between high engagement on social media posts and consumer spending. The study looked at several large retailers’ social media engagement data, then cross-referenced it to in-store purchases. The data indicated that social media posts with the highest level of engagement (e.g., likes, comments and shares) had the greatest impact on consumer spending, as retailers that published highly engaging posts on social media reaped the benefits of more in-store sales.
Takeaway: Examine ways to increase social media engagement to ultimately drive sales.
YouTube recently expanded its live video capabilities, and the platform is now paying influencers with more than 10,000 followers a portion of the ad revenue they generate. With almost every large social network providing live streaming now, what is the difference and which one is best for your brand? The linked USA Today article weighs the pros and cons of the various live video offerings available.
Takeaway: Do the research to discover where your target audience is already active and know which capabilities your brand wants in a video – before you hit “live.”
Facebook recently announced a new app for smart TVs. The app will serve as a destination for all Facebook videos – similar to the video tab at the bottom of the main app – and will combine videos shared by friends or pages you follow, top live videos from around the world and videos the app recommends based on your interests. Facebook users will be able to save videos from their regular Facebook app to watch when they’re sitting in front of their TV later.
Takeaway: Social media platforms are well on their way to competing for television ad dollars.
Although it is improving, Snapchat still leaves something to be desired in the influencer marketing space. The platform’s policy is, “Everyone is an influencer,” allowing social stars to use it like everyday users. While other platforms, like YouTube and Instagram, monetize influencers for creating and producing content within their platforms, there is currently no similar setup within Snapchat. Influencers are unable to see their follower count and aren’t as easy to discover as they are on other platforms.
Takeaway: Be on the lookout for Snapchat to begin to make changes to allow increased opportunities for influencers.