Social Media Analytics Blog

YouTube Analytics: How to measure YouTube performance

Are you putting increasingly more effort into your YouTube channel and wondering how you are performing? In the following article, we will share some social media metrics with you that will improve your YouTube analytics. Find out how to measure YouTube performance in greater detail than you normally would do. (more…)


How to Make Use of YouTube Analytics for Video Marketing

SocialMediaStrategyThis is a guest post from William Johnson, who belongs to the most creative field of digital media: web design! Currently, he is obsessed with the latest trends in e-commerce development, search engine optimization techniques, and social media analytics. William also runs free consultation programs on website technical and usability review, web and UI designing, social media content creation, web analytics and popular internet marketing trends for his reader base. He has been a regular contributor to leading online portals such as SmallBizTrends, SEMRush, Template Monster etc. Connect him at Google+ and Twitter. (more…)


Most Followed People in Social Media – How Much Influence They Actually Have

This is an updated version of a previous post.

There is approximately 3.8 billion internet users in the world. Facebook has over 2 billion monthly users, so over half of those who have access to internet, are also facebooking. Instagram announced recently that it has 800 million monthly users, and Youtube has over one billion users, and over a billion hours of content is watched daily.

These are huge numbers, in fact so big that it is a bit hard to visualise what kind of amounts we are talking about. In this amount of people also lies an immense opportunity for marketers. This is why we wanted to take a look of the power of the most followed celebrities on Facebook, Instagram and Youtube and what those social media stars share in their accounts.

We compared four different social media channels, Facebook, Instagram and Youtube from the beginning of January to the end of September 2017. It was a bit hard to understand how huge numbers we were talking about are. So we decided to compare the follower numbers with countries and cities of the world, to get a better picture of how much these social media influencers actually have visibility.

The Top 10 Followed Accounts on Facebook Are…

  • 1. Christiano Ronaldo 122.1 million followers
  • 2. Shakira 104.6 million followers
  • 3. Vin Diesel 101.6 million followers
  • 4. Eminem 90.4 million followers
  • 5. Leo Messi 89 million followers
  • 6. Rihanna 81 million followers
  • 7. Justin Bieber 78.7 million followers
  • 8. Will Smith 75.4 million followers
  • 9. Michael Jackson 75 million followers
  • 10. Taylor Swift 74 million followers

The star position of the most followed Facebook account is held by Cristiano Ronaldo. And no wonder, he is one of the world’s most talented football players, in one of the most popular soccer teams, in the most popular sport in the whole world. Cristiano is followed by over 122 million. That is almost as much as there are people living in Mexico. Or over three times the amount of Canadians. However, this is not the single one explanation for the massive number of Facebook fans. His social media content is carefully applied, by his social media manager Marisa Mendes.

social media stars

Cristiano Ronaldo VS. Lionel Messi on Facebook

Cristiano Ronaldo and Lionel Messi are famous for their competition in the world of soccer. Both of the sports stars – Ronaldo and Messi have made it to the top 10 of the most followed people on Facebook. Therefore, we think that they make a perfect pair to compare also in Facebook performance. Messi might be ranking before Ronaldo in football at the moment, but Ronaldo scores clearly as the king of Facebook. But Messi isn’t doing bad either. He is the 5th most followed in Facebook with over 89 million followers. That’s more than there is cars in Japan, the 10th biggest country in the world by population.

Both of the footballers have active followers and the average amount of interactions for their Facebook posts are frequent, and on a very similar level. Both Ronaldo’s and Messi’s highest peaking posts are photos of their personal life.

social media stars





The Top 10 Most Followed Accounts on Instagram Are…

  • 1. Selena Gomez 127 million followers
  • 2. Ariana Grande 114 million followers
  • 3. Chriatiano Ronaldo 112 million followers
  • 4. Beyonce 106 million followers
  • 5. Taylor Swift 103 million followers
  • 6. Kim KArdashian 103 million followers
  • 7. Kylie Jenner 97 million followers
  • 8. Dwayne Johnson 93 million followers
  • 9. Justin Bieber 91 million followers
  • 10. Kendall Jenner 83 million followers

Despite same names in both medias, the top 10 of instagram celebrities differ from the Facebook stars. The user demographics of Facebook and Instagram explain the difference quite well. Facebook users are older than Instagram users, naturally different user groups have different interests. The average age of the most followed celebrities on Facebook is 36,4 years, where the average age of the instafamous is 28.9.

Selena Gomez VS. Ariana Grande on Instagram

The fifth biggest country in the world is Brazil, with over 207 million inhabitants. Two of the most followed stars on Instagram are Selena Gomez and Ariana Grande. So, what do Selena Gomez, Ariana Grande and Brazil have in common? Huge community of people. Combining the followers of Selena and Ariana, the amount exceeds the number of Brazilians.

Both of Selena and Ariana followed by over 100 million people on Instagram. That is approximately 1,4% of the world’s population. So every 100th person in this planet follows both of them. Selena and Ariana are both millennial pop-stars, with a one year age difference. Both of their careers have followed the same path, from child stars to serious artist.

They are admittedly succeeding in their careers, but their social media performance is also incredible. But what is behind this kind of social media hype? Both of them have grown up under a public eye, and their fans have grown up with them. Their fans are very loyal to them and that already creates a good foundation for gaining followers.

In addition to promoting their careers, both of them share glimpses of their life, opinions and backstage pictures. This makes them more reachable and real to their fans. This kind of content often also gains lot of interaction. The graph below shows how many interactions both of them receive for their posts on average.

social media stars

The highest peaks that Selena Gomez has gained on Instagram are photos of her personal life. On April 16, 20170 she shared the first photo with her boyfriend singer/songwriter The Weeknd, making them “#instaofficial”. That upload gained 8.1 million likes and over 200 thousand comments.

The most commented photo of her Instagram is of more serious matter. Selena has been diagnosed with the Lupus disease and she needed a kidney transplant. She shared a photo of after the operation and explained her fans why she has been silent. The post gained 9.7 million likes and 240 thousand comments. That would mean, every person in New York City and in Philadelphia liked the picture.

A post shared by Selena Gomez (@selenagomez) on

Ariana’s content is very much like the content of any 24 year old. However, she posts much more frequently than Selena and gains more stable interactions. She visited the victims of a terrorist attack that happened on her gig and uploaded photos of the visits. Those gained together over 10 million likes and 151 thousand comments, that would be more than there is people in Sweden.

💛

A post shared by Ariana Grande (@arianagrande) on

i love you

A post shared by Ariana Grande (@arianagrande) on

What can be learned for these two pop and social media stars, is that a humble and honest social media content carries a long way. The two have a lot of uploads promoting their music and projects and photos that are thought through. Still, their personalities and attitude shines through the content, when they upload their selfies with some own thoughts. And that is where their fans reflect on.

Instagram Is For Influence

Instagram offers a great platform for influencer marketing. Hashtags spread content fast and wide. Instagram has over 500 million active users a day and 800 million active users monthly. Semi active Instagram users make approximately 10% of the population of the entire world. The phenomena of using influencers to enhance a brand is not very new and consumers have always counted on word of mouth – recommendations. Therefore, it is no wonder that modern phenomena create hype on Instagram.

The most famous sisters Kim Kardashian West, Kylie Jenner and Kendall Jenner are all represented in the 10 most followed people on Instagram. Quite an achievement for one family.

Kim has over 103 million followers, and her sisters are not far from her. Kylie is followed by over 97 million people and Kendall by impressive 83 million people. In terms of Europeans that exceeds the inhabitants in the four biggest countries in Europe, Germany, United Kingdom, France and Italy.

social media stars

The Kardashian/Jenner clan gained fame through a reality show “Keeping up with the Kardashians”, but both the younger sisters, Kylie and Kendall Jenner have utilized social media to enhance their careers. Both of them are often described as instagirls. All of the sisters have supremed their social media, and have created careers from the opportunities that social media has provided. All of the sisters have been covering Vogue, being an impressive milestone for any celebrity. The sisters cannot be taken as social media or reality stars anymore, they have created a business surrounding their lifestyle.

sister power… girl power 👊🏽

A post shared by Kendall (@kendalljenner) on

The Top 10 Most Followed Channels on YouTube Are…

  • 1. PewDiePie 57 million followers
  • 2. HolaSoyGerman 32 million followers
  • 3. Justin Bieber (Vevo) 31 million followers
  • 4. Rihanna (Vevo) 25 million followers
  • 5. Taylor Swift (vevo) 25 million followers
  • 6. Katy Perry (Vevo) 24 million followers
  • 7. Fernanfloo 23 million followers
  • 8. Whinderssonnunes 23 million followers
  • 9. Eminem (Vevo) 23 million followers
  • 10. Dude Perfect 22 million followers

Different Cultures Are Better Represented on YouTube

Youtube differs from Facebook and Instagram by its content. Youtube is a platform for videos and to be able to succeed in Youtube good quality an entertaining content is a must. The ranking for the most subscribed YouTubers shows, that YouTube is an international platform. The most subscribed YouTuber, PewDiePie, vlogs in English, but is originally from Sweden. The second runner of the ranking Hola Soy German, is a Chilean comedian, who produces all of his content in Spanish. And so does Fernanfloo, a Salvadoran gaming YouTuber. Whindersson nunes also making the top 10 of the YouTube stars, with his vlogs being entirely in Portuguese, as he is Brazilian. Therefore, YouTube is the platform to reach diverse cultures.

social media stars

Takeaways for Marketers

Fans get a small glimpse of celebrity lifestyle in social media. By sharing personal content, fans relate and connect with their idols on a personal level. This is not just an impression but there is clear psychological evidence that it is indeed possible to feel a direct connection to a person on the media and also on social networks.

All of us follow a celebrity in social media. An normal Instagram user has on average 194 followers. As average users can create a personal connection to an influencer, these people with masses of followers have a lot of power when it comes to marketing. Millions of people can be easily influenced, when marketers find the right person and a right channel.


Social Media Shoes Duel: Vans Vs. Converse In An Analytic Walk

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Casual, sporty, colorful shoes. Which brand comes in your mind? The skateboard-fan, the fashion-conscious person, the Rockabilly-Fashionista and all the other shoe-lovers will now suggest at least two brands: Converse and Vans, the world’s most loved all-round sneakers. The worldwide shoe stores can’t go without the two brands because the demand is high. Obviously, feed around the whole globe walk in their sneakers. But taking a medial look at the competition of the two shoe brands, we can’t help but wonder: Do Converse and Vans also walk well through the jungle of social media? In the following article, we’re going to analyze the performances of the two brands on Facebook, Twitter and YouTube. But before starting the social media shoes duel, a short historical overview shall introduce the sneaker achiever.

A Short Historical Retrospect Of The Sporty Footwear

Both shoe brands look back to a popularity for decades and have started in small factories. But with the development of both businesses, Converse and Vans have evolved several unique features.

Converse, the shoe brand with the white star, was already founded in 1908. The Converse Rubber Shoe Company started producing the sporty footwear with the rubber sole and established the Converse All-Star Sneaker on the market, short called Chucks. Once created for basketball players, the Chucks have soon taken over the masses and have built a new casual look. The name of the trend shoe came from it’s creator, Chuck Tayor. Since 1917, Converse has sold 655 Million pairs of Chucks worldwide. Thereby, the Converse Chucks are the most popular shoes in history.

Converse’s slogan: Shoes Are Boring. Wear Sneakers.

Vans, the strongest competitor in the matter of sporty shoes, was founded some decades later in 1966. Since it’s foundation, the brand shows a high level of creativity in each marketing channel and in fan actions. For example the Vans Warped Tour, a concert tour, yearly inspires and brings together thousands of people since 1994. Artists like Katy Perry, No Doubt, Blink 182 and many others yearly enter the Vans stage. The brand separates between skate, surf, snow, BMX and other segments and amazes millions of young as well as old shoe freaks. For each segment, Vans has own channels and pages on social media to most efficiently target the single audiences.

Vans’ slogan: Vans “Off The Wall”.

Vans Vs. Converse: A Numeric Overview Of The Competitors

Tables are boring? Having a look on the numbers, the duel between Vans and Converse is starting exciting, because the brands are nearly going head to head on Twitter and YouTube. Only the Facebook numbers offer a first favourite: Converse registers triply more fans than it’s competitor Vans. But that means nothing for the crowning of the social media shoes in the end of the duel.

 

 

 Brand  Logo  Facebook Fans  Twitter Followers  YouTube Subscribers
Converse Profile Picture Converse 37,239,992 344,953 26,966
Vans Profile Picture Vans 12,644,933 339,512 40,200

 

 

 

Are The All-Stars Also The All Stars On Facebook?

VansVSConverse

The key metrics radar gives the first overview we need to go on with the social media duel. The strengths and weaknesses of both shoe brands diversify extremely. Converse receives a high fan engagement refer to interactions and fan count, whereas Vans is very active on Facebook and regularly posts relevant content, but can’t receive the even nearly the same engagement as Converse. Nevertheless, we shouldn’t place a winner too hasty: Vans isn’t able to reach Converse’s interaction rate on Facebook, which could be different analyzing Twitter and YouTube. Maybe the fact, that Vans responds to nearly each question and post on Facebook, can be interpreted as the driver of the growth.

VansVSConverse

The radar has already indicated, that Converse causes a higher interaction rate on Facebook than Vans does. But both brands constantly post on their Facebook page. Now, we’ll take a closer look at the posts to get an idea about the real differences refer to the single interactions. The chart shows the average interactions per post from Sep 2015 to March 2016. So we can see, that Converse’s fans have interacted a lot more than the Vans’ fans have done, nevertheless Vans managed to receive huge peaks in Facebook interactions. And the interactions on the Converse page have increased during the last two years. Nevertheless, it’s important to keep the huge discrepancy of the number of fans in mind.

Converse Are Jumping Off  The Wall On Twitter

VansVSConverse

The analyzed Key Metrics Radar shows the high numbers in Followers, Follower Growth, Retweets, Mentions and Interactions for Converse. The manufacturer of Chucks seem to perform even better than on Facebook. Vans is almost as active on Twitter as Converse what can be seen in the Own Tweets data point. As well as that Vans has a very high response rate whereas Converse does not seem to reply at all. With the following chart, we’re going to expand mentions.

VansVSConverse

Fans and followers are the basic drivers of social media success. Getting users mentioning a brand’s name on a platform is a tough job, but provoked one only one time, a mention can create a strong viral buzz. In this case, Vans and Converse are more or less often mentioned on Twitter during the last two months, but Converser is leading with a significant higher count of mentions. Also the radar already showed, that the users on Twitter rather mention Converse than Vans during the measured time period. Converse registers some peaks in the development, which result from different campaigns and events.

Social Shoes Blues On YouTube

VansVSConverse

On YouTube, both shoe brands have nearly complete opposed strengths. On the one hand, Converse reaches a high interaction rate during the measured time period, on the other hand it doesn’t register a high number of subscribers and videos. Meanwhile Vans regularly feeds the high count of subscribers with videos and reaches more interactions, views and subscribers than Converse – Interesting!

VansVSConverse
Taking a closer look at the total number of views, we obviously see that Vans is leading with nearly the double number of views. In the end of 2015 Vans was able to generate a lot of views in less than one once, with good content on their YouTube channel.

These Sneakers Are Made For Walking – And Social Media

Finally, we have to crown the social media shoes winner. But which shoe brand convinces on each network?
On Facebook and Twitter Converse wins with a high number of fans and interactions. The shoes with the white star also provoke a high number of interactions on each post. Vans isn’t able to keep up with Converse. But the trendy slipper shoe catches up on Twitter with a high good service, which reflects in reacting to the users questions and other tweets. Converse again, takes another lead by being mentioned more often than it’s competitor. On YouTube, Vans does a great job and overtook Converse in the last two years by far – Great Job! Interesting to see are the different strategies, the companies have. For Vans, Twitter and Facebook seem to be a customer support channel, whereas the brand manages to engage a lot of followers on YouTube.

All in all, both shoe brands are driving their social media performances very well, but Converse reaches its audience more effectively. So, drum roll for Converse, which has definitely won the duel on social media! But in the end, you are the consumer and you decide, which footwear gets the privilege to protect and also adorn your feet. Both brands are comfortable to wear, but which reaches your taste mostly? And what kind of shoe-freak are you? The hipster, the surfer, the skater? Grab your All-Stars or your Slip-Ons and go out enjoying walking in your sneakers, until the weather is going to force you to swap them for warm winter shoes.

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How To Verify Your Social Media Profiles (UPDATED January 1st, 2017)

If you manage a business social media profile and want to stay on top in this fast changing social media world it is important to create relevant content and engage with your audience right in time. That’s of course not all. Authenticity is the cue. When your social media profiles wear this typical checkmark it is a clear sign for visitors and your existing audience. There are a bunch of studies and it is simply logical that people automatically trust those social media profiles a lot more than those without a verification sign. This maybe leads to a higher engagement and a higher brand reputation.

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Social Media Sport Brands: Nike versus Adidas

It’s the clash of the sport brands. There is a hard fight going on between the two sports clothing manufacturer Nike and Adidas. Just how serious the competition is showed a scandalous incident last month when Mario Götze and Jan Kirchhoff showed up to their presentation after signing for Bayern Munich. Both of them were wearing shirts from Nike – their personal sponsors – instead of clothes from the club sponsor Adidas.

But what is the public conception of this contest? Let’s compare the two social media sport brands to find out who is doing better on Facebook, Twitter and YouTube. First off, let’s have a look at the total numbers of fans, followers and subscribers:

Audience Numbers Of The Social Media Sport Brands

Brand Logo Facebook Fans Twitter Follower YouTube Subscribers
Adidas Profile Picture of Chrome 14,577,076 269,351 45,573
Nike Profile Picture of Chrome 15,059,105 1,748,075 90,191

As you can tell by the table above Adidas is half a million fans behind Nike’s 15 million. So you would guess there is not that big of a difference in their audience. But the gap gets more obvious when looking at the other social media channels. On Twitter, Adidas is far behind with a total of 269,000 followers, while Nike is adding another 1,5 million on top of that and is getting closer and closer to 2 million followers. And Nike is clearly ahead on YouTube as well with almost twice as many subscribers as Adidas. So far, Nike is winning the race.

But those total numbers can only get you a quick, first overview. Let’s get a deeper look and find out how their audiences are engaging and interaction with those brands on social media.

Interaction Rates Of The Social Media Sport Brands

Again, we have a pretty clear winner here. In the first months of this year their Facebook interaction rate was more or less the same but from about the middle of May Nike has clearly been gaining ground. The graph right under those Facebook statistics shows the interaction rate with those sports brands on Twitter. Even though there is a huge jump in Adidas’ interaction rate in July, Nike has definitely engaged more with its followers throughout the rest of the year.

You might even get the impression that there was almost no interaction at all with Adidas in comparison to its opponent. That this is not completely true shows the graph below. Nevertheless you can clearly tell that Nike is averaging a higher engagement with their audience.

This is still not looking so good for adidas. But the remaining question would be why. What is Nike doing differently from Adidas on social media that it is more successful? To get get a better understanding it is always of help to check out the kind of content they are posting.

Facebook Content Type Distribution Of Nike & Adidas

This chart above makes the case of the social media sport brands Nike vs. Adidas rather interesting. Obviously Nike is posting relatively more videos than Adidas. In this example it is 20% of content for Nike versus 7% for Adidas. Considering that their videos link back to YouTube it would be a good idea to look at those statistics as well. And in the graph below it can clearly be seen that Nike’s videos have something to them that attracts viewers more than adidas’ videos do. The subscribers change rate of Nike is by far showing better results.

This is definitely an indicator. But if you put it back into the context of a wide range of content type, than this doesn’t necessarily prove to be crucial factor of success.  Both of the social media sport brands use photos in more than 75% of their posts. As shown in the first graphs in this blog, social media gives you the advantage of reaching a huge potential of customers. But in the end it is also the product that counts and everything around it from marketing, advertising and service.

Without wanting to take any sides there is obviously a clear winner in this duel of social media sport brands. Now what is your personal preference? Which one of them offers better quality and design? Let us know in the comments below.


Benchmark Your Brand Channel Against Your YouTube Competition

quintly YouTube Metric TopicsYouTube combines a bunch of relevant attributes for today’s social media marketing strategies. First, YouTube is today the number two search engine and moreover there is rarely a search query where there is no YouTube video on the first page of the results. Second, and this is often forgotten, YouTube is also a large social network with options to subscribe, like, dislike and share videos as well as adding friends.

In the meantime Google is trying to use the social power and the stunning worldwide reach of YouTube to push the activity on Google+. Third, there are many voices that lead back the worldwide success of YouTube to the effect that it offers an unseen accessibility of the video content. You can consume YouTube videos on virtually every technical device. All these reasons underscore the importance of YouTube in the social media marketing mix.

With the launch of the new quintly not only the design was renewed, we also added tons of new features and the support for YouTube statistics. YouTube is (next to Facebook) one of the few social networks which already offer a deep analytics section for your channel, but the masterpiece for successful social media marketing is missing. Namely: YouTube channel benchmarking.

Since quintly is the worldwide specialist for social media benchmarking we assembled a set of metrics to compare your stats with your YouTube competition in the most meaningful way. In addition to in-depth analytics for Facebook and Twitter, YouTube competition benchmarking is the right next step to optimize your social media performance even better. But what exactly is on board?

quintly YouTube Metrics

As well as for Facebook und Twitter analytics we are planning to constantly optimize our YouTube metric set. Currently the following YouTube metrics can be used:

[list][list_item icon=”ok”]Subscribers Total[/list_item]

[list_item icon=”ok”]Subscriber Change[/list_item]

[list_item icon=”ok”]Subscriber Change Rate[/list_item]

[list_item icon=”ok”]Videos Total[/list_item]

[list_item icon=”ok”]Videos Change[/list_item]

[list_item icon=”ok”]Videos Table[/list_item]

[list_item icon=”ok”]Views Total[/list_item]

[list_item icon=”ok”]Views Change[/list_item]

[list_item icon=”ok”]Views Change Rate[/list_item]

[list_item icon=”ok”]View Subscriber Rate[/list_item]

[list_item icon=”ok”]Average Views Per Video[/list_item]

[list_item icon=”ok”]Interaction Rate[/list_item]

[list_item icon=”ok”]Average Interactions Per Video[/list_item]

[list_item icon=”ok”]Average Favorites Per Video[/list_item]

[list_item icon=”ok”]Average Likes Per Video[/list_item]

[list_item icon=”ok”]Average Dislikes Per Video[/list_item]

[list_item icon=”ok”]Average Comments Per Video[/list_item][/list]

quintly YouTube Subscribers Total Chart

 

If you want to get further insights in the given metrics just take a look at our knowledge base.

Benchmark Your YouTube Competition

As seen for Facebook and Twitter, there are also predefined YouTube dashboards with metrics in the areas Subscribers, Videos, Views and Interactions. But with the help of quintly’s custom dashboards you are easily able to build a metric dashboard the way you want to have it. Like on other social platforms there are a lot of other possible competitors for your brand channel that try to catch the attention of your audience. Take advantage of your benchmarks and easily optimize your YouTube performance.

quintly Sample YouTube Competition Dashboard

Since YouTube analytics is so new to quintly we are still improving the overall experience, certain metrics and calculations. Therefore, we are very grateful about your feedback. 🙂

 

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