Social Media Analytics Blog

How to profit from Instagram – Under Armour knows it

Ever since the rise of the Social Web, there have always emerged new trending networks that have a steady effect on the importance of other channels. Currently on the rise is Instagram with its pictures, short auto-play videos and hashtags, especially for younger people that are often the early adopters in the Social Media market. Due to purely visual content on this platform, it is especially efficient for marketers of brands in the B2C sector, because the visual communication is targeted majorly to the emotions of users. To engage their fanbase and potential clients, marketers need to apply lots of creativity. So the relation of costs and benefits is especially effective for companies producing items that can raise emotions in their target groups, such as products from the beauty, clothing, food, travel or event industry.

In the following article we are analyzing ‘Under Armour’s’ Instagram strategy as a best-practice example, showing how to utilize possibilities on Instagram. From these tactics every company can learn and apply tactics to their own strategy. For the sports clothing industry, the example “Under Armour” displays clearly that the presence on Instagram is growing very fast in comparison to Facebook, where fan growth is not as fast anymore. Below, there is also a visual comparison of the interaction rates of both networks and it is apparent how well Instagram works for the brand and how attractive the platform can be for clothing marketers.

Under Armour
Under Armour
Period of analysis (May 1st to May 31st) (more…)


King of Engagement – Instagram Study Q1 2015

Average Interaction on Instagram is up to 10 times higher than on Facebook

The following Instagram study provides insights on the most important stats during the first quarter of 2015. To get part of the photo-stream of an individual is not an easy task for companies. With 300M monthly active users and 2.5B likes per day the photo-sharing platform literally exploded since it was founded. People seem to like square-shaped pictures and the intuitive double tap like function and consequently interact a lot. In this study we analyzed how likely it is that users interact with the average account on this social network. On top of that, we wanted to identify if videos play a crucial factor in Instagram strategies, and which amount of posts might be considered as an optimum, plus an analysis on other relevant metrics.

Number of Instagram Posts
Whereas the average Facebook Page posts 1.5 times per day the number of posts on Instagram differs. Here users are tending to post less with roughly 1 post per day during Q1 in 2015. Analyzing pages with more than 100k followers, we found that these bigger pages tend to post more frequently than smaller pages.

Video / Image Distribution
We found in this study that 93.78% of users posts are images. Nevertheless, we saw in the Instagram strategy of New York Times, that for some channels videos play an important role.

Average Likes Per Post
As mentioned, videos do not seem to play a crucial role in Instagram strategies. Nevertheless, the following table shows that video and image posts receive a similar amount of likes on average.

Online Appearance (more…)


How To Create Your Own Formula For Social Media Success

We all hear the discussions about Social Media ROI all the time, but in the end there is no standard answer to the question on the return of your social media activities. That’s why we want to show you a different approach of setting up your own formula for social media success. With the recent introduction of QQL we have laid the foundation for technically defining your own metrics. In this blog article we want to go a step further and help you to get the theory right behind that and to come up with your own formula that measures your success the best. We believe that there is no standardized success formula thats can be accurate, so going the individual path is definitely the preferred and recommended choice.

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Social Media Effects: Kit Kat Partnership With Android

Social Media Effects On Business PartnershipKit Kat: The crunchy, chocolate candy bar, who does not know it? Android: The operating system for mobile devices with the cute green robot as a trade mark. You think there is no connection between both? Yes, there is! Kit Kat will be the next iteration of the Android mobile operating system 4.4. In the past, Android always named its versions after desserts like Cupcake and Jelly Bean, but it has never chosen a brand name before. So Kit Kat has made THE big deal to promote its candy bar. Could there be any better kind of product placement? People have reacted differently, but Kit Kat does not have to care about bad mentions because it has already reached important social media effects: get people talking about the brand. The following chart shows the rise of the average number of people who have talked about Kit Kat on Facebook during the last week. At the weekend Kit Kat reached the maximum number of more than 220,000 people.

Social Media Effects: Skyrocketing Growth Of People Talking

Kit Kat Social Media Effects On Facebook

Obviously, the number has risen immensely because since Tuesday the marriage of Android and Kit Kat has generated a lot of rumors worldwide. On the one hand, people are talking about Kit Kat on Facebook, but on the other hand, the number of fans didn’t grow a lot in the last days. The impact on Twitter is a lot more impressive: The number of followers has gone up to more than 26,000 during a few days, parallelly to the interactions on Facebook. Another diagram shall illustrate the dimension of the booming rumors, Kit Kat has activated with its announcement.

Social Media Effects On Kit Kat Presence On Twitter

At that point, the social medial effects of Kit Kat’s great deal are not to be dismissed. And those brands, which have smiled at the funny Kit Kat-bot, now have indicators for the success of Kit Kat’s Social Media Marketing. Unfortunately the chart also illustrates that the hype evaporated as quick as it arrived, so the question which stays is: Can we really talk about a success?

Social Media Effects Android Kit Kat Design

Anyway, Kit Kat is still a popular candy, but since tuesday the name Kit Kat has been recalled for everyone, who hasn’t been thinking about Kit Kat for a longer time. And now the whole world shares the Android robot’s transformation into a candy bar consisting Kit Kat-bot in front of the typical red background which also represents Kit Kat. Nestlé has directly changed the design of the social media presences, so that the new Kit Kat-bot stares at us everywhere. So that campaign could have a sustainable effect in the nearer future when people will often be confronted with Kit Kat’s and Android´s new corporate design.

In addition to that, the Radar below shows Kit Kat’s position on Facebook in comparison to its competitors and indeed Kit Kat’s need for action in social media. Thus the crunchy bar positions the midfield whereas M&M’s for example registers an enormous growth of fans and interactions this year.

Social Media Effects Facebook Candy Bars

Kit Kat still has to develop its position between its competitors, so the new deal is a big step to more social influence. After Kit Kat has failed its last social media campaign in 2012, the green Android robot as the new mascot is promising more sustainable success than the spooky guy in the bear suit which has negatively influenced Kit Kat’s image. Many people may think negatively about the new campaign too. But Kit Kat now has an influential marketing campaign which makes people laughing and talking about. The candy bar as well as the people’s meaning are split, but the positive consequences for Kit Kat and its mother Nestlé have begun yet. At least these consequences will be measurable with social media analytics going forward.

The social media effects on Kit Kat’s performances on Twitter and Facebook are obvious, but will those effects also influence people’s spending capacity? To analyze long-term impacts of Kit Kat’s product placement, we have to monitor the prospective effects. So what do you think about Kit Kat’s impact in the nearer future? Are we all having a break with the crunchy bar, or is rather Kit Kat going to have a break in its demand?

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