In this week’s digital news, Instagram insights are freed from the app, Google+ dominates in user satisfaction, and new research reveals back-to-school shopper insights.
Social Media News
WhatsApp hits one billion daily active users.
WhatsApp reached an impressive milestone in daily active users (DAU) this week, becoming the second Facebook-owned app to hit the one billion mark. WhatsApp’s dominance outside the U.S. poses a threat for Snapchat, which currently has only 166 million DAU worldwide. However, Snapchat still beats WhatsApp’s DAU in North America by a significant margin.
Instagram OKs out-of-app analytics.
Marketers can now view Instagram analytics on posts and Stories without logging into the app. Stats like reach and impressions are now accessible through the Instagram Platform API. Plus, brands can pull up these analytics in their social media marketing dashboards for more versatile data measurement.
Google+ wins a surprise victory in user satisfaction.
Google+ tops Pinterest (#2), Instagram (#4), YouTube (#5), and Facebook (#7) in user satisfaction, according to the 2017 American Consumer Satisfaction Index, which surveyed nearly 5,000 social media users. With an estimated 111 million active users, Google+ has become most celebrated for its community pages, indicating that marketers should consider smaller, more specialized networks like Google+, in addition to its more popular competitors.
LinkedIn shows brands who’s visiting their website.
LinkedIn is offering marketers website demographics. Similar to its Matched Audiences feature, LinkedIn uses conversion tracking technology to show you who is visiting your site. Plus, the information is displayed across eight metrics, including company, job title, and industry. The tool is accessible within LinkedIn’s Campaign Manager feature.
YouTube helps publishers fight phishing and spam.
YouTube’s Creator Studio now allows you to stop comments that contain spammy links from going live without your approval. Instead, comments with links await your approval (or, more likely, your deletion) in a Held For Review queue. This is a promising development for brands whose channels are plagued by irrelevant, low-quality spam content, which can degrade an audience’s brand experience. It also keeps users safer from phishing and inappropriate content while visiting your YouTube.
Q2 2017 earnings reveals mixed blessings for Facebook and Twitter.
Facebook’s Q2 2017 revenue exceeded analyst expectations, up 45% from Q2 2016. The report shows mobile ads continue to dominate, accounting for 87% of total ad revenue. However, CFO David Wehner cautioned that Facebook’s focus on video may slow advertising impression growth because users see fewer ads when stopping to watch a video. And overall ad revenue growth is expected to slow as Facebook runs out of ad space in News Feed.
Twitter had fewer reasons to celebrate this quarter. Despite its daily audience growing continually over the past three quarters, the number of U.S. monthly users is declining. Ad revenue and overall revenue also dropped compared to Q2 2016. And the average Twitter earns per ad engagement fell 53% from last year.
Netflix is the top-grossing app in Q2.
Netflix experienced major growth in Q2 2017, with 5.2 million subscribers added over the quarter. Far exceeding its own expectations, Netflix’s revenue grew 233% from Q2 2016, thanks in large part to international subscribers. In comparison, Hulu’s mobile revenue grew by just 22%.
Key insights for back-to-school shopping season.
Back-to-school shopping is on the horizon, and this year, mobile marketing will play an increased role in consumer decisions. Here are a few key shopper insights to help you optimize your back-to-school campaign.
- Back-to-school searches start in June and peak in August.
- 3 out of 5 back-to-school searches happen on mobile.
- 81% of moms watch back-to-school related YouTube videos.
- 29% of parents shop after work, between 5 p.m. and midnight.
- The most popular YouTube categories are “do-it-yourself” and “dorm tours.”