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…)


Facebook Still Dominating Brands’ Social Media Strategies

After we received great feedback on our Instagram study in which we were able to identify that interaction rates are up to ten times higher than on Facebook, we wanted to reveal which networks seem to be relevant for companies and brands all over the world. In this analysis, we looked at how over 50,000 quintly users use the platform to track their social media presences. The study is split into 15 countries, as we identified variations between different regions.

The analysis does not only reveal the business-related relevance for a social network specifically in each country but also the eagerness analyzing it, which is one step beyond interest and relevance. Using these numbers as a foundation, we can assume which networks are relevant for marketers and which are not highly relevant for social strategies in companies. This may have many factors such as a lack of reach or (still) low relevance for businesses.

Interesting differences are noticeable, for example, that Facebook is tracked the most in France, whereas 30 percentage points less track the mother of all networks in Indonesia. In the Southeast-Asian island state, Instagram seems to be a “big thing” with 18% (Average 10%). In Argentina, just Facebook and Twitter seem to be important for the analyzed companies.

Online Appearance
By visualizing the table in the following chart, it gets clear that companies rely heavily on Facebook and perhaps too little on Instagram, especially considering the high interaction rates on the photo-sharing platform. Thus, brands might miss opportunities in reaching their target audience when focussing on one network, which is Facebook. The potential of visual marketing with pictures or videos is highly controversial but does not seem to be utilized by the majority. As a recent article on Harvard Business Review explains, multi-channel strategies can leverage many possibilities for companies, but have to be chosen wisely. (more…)


Facebook Adjusts Total Fan Count Metric – Up to 4% loss for fanpages

Beginning from the 15th March, Facebook fan page admins claimed a loss of fans and were unsure of the reason for the decreasing number. As a result of Facebook users who did not know an answer, many presumptions started to spread in the social web trying to find an answer to the sudden changes.

The answer: Facebook changed the metric for the “total like count”

As we were eager to answer the question of who was influenced to a larger scale, we analyzed Facebook pages separated into two size groups. First, pages above one million likes and those, which have less than one million.

With the new metric adjustment Facebook does not count inactive accounts anymore and stopped including manually deleted profiles in the total fan count. Through this adjustment fan pages with more than 1 Million fans lost more than 4% on average. Pages that have less than 1 Million likes lost slightly less likes and their total fan count decreased by almost 3% on average. As seen in the screenshot below the negative trend for smaller pages continues at the moment. These effects might persist for a while longer, but the “Fan Change Rate” will likely stabilize soon.

Pages with less than 1 Million likes lost almost 3% of their likes, for now

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[Infographic] – Average Facebook Page Performance February 2015

The average Facebook Page Performance Infographic for February 2015 is out now. To make our infographic relevant for every social media marketer we split our analysis in six different sized page groups.

We found out that the “Average Number of Facebook Fans” have become more stable, but still growing, compared to our analysis in September 2014. Through KPI’s such as Interaction rate and Number of User Posts we can see that the average user is more likely to engage with Facebook Fan pages compared to five months ago.

We split the infographic into a few sections showing different metrics ranging from pure fan numbers to posting behaviour and number of interactions:

 

  • Average Number of Facebook Fans
  • Likes, Comments and Share Distribution on own Facebook Posts
  • Interaction Rate
  • Avg. Number of Interactions per own post vs. People Talking About This
  • Number of Page Posts
  • Number of User Posts

How long will this trend continue? Let’s see what our analysis will show next month. Stay in touch with us on Twitter!

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