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Instagram the Platform of Focus for Marketers in 2022, According to New Research

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Instagram the Platform of Focus for Marketers in 2022, According to New Research


Which social media platform will your business be focusing on in 2022?

TikTok is the app of the moment, though likely not a fit for all brands, while Facebook seems to have lost some of its shine, and Instagram remains hugely popular.

We recently posted a poll on LinkedIn to find out which platforms our audience of marketers would be looking to tap into more throughout the year, which provides some interesting notes on how businesses are approaching their 2022 strategies.

As you can see here, LinkedIn came out well on top, garnering 43% of the vote. Which underlines the opportunities of LinkedIn for marketing – but as some of our readers have noted, there is a fairly significant platform bias in these polls, with the platform you’re posting to generally favored heavily by the results.

We put that to the test by posting the exact same poll to Twitter – which, it’s worth noting, doesn’t include Twitter as an option.

Twitter poll results

It’s also worth noting that the response numbers vary significantly – the LinkedIn poll generated over 2,100 responses, while the Twitter one only garnered 230.

But still, there some interesting trends to note, with Facebook way back in terms of stated priority, and TikTok also a lesser consideration, based on these replies.

Accounting for potential platform bias, it seems that Instagram is the overall leader in marketing focus heading into the year – which, again, is a little strange considering the rise and rise of TikTok, which seems like it should be more of a priority, based on its usage and cultural impact.

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But then again, as noted, TikTok promotions aren’t for everyone, and you can reach a much broader audience on IG for now. Which you can also reach on Facebook, which is still the most used platform by far, and across more demographic subsets. Maybe Facebook’s just not cool anymore, or maybe marketers are unhappy with declining results from the app.

Either way, if these responses are indeed correct, and Facebook does become a lesser priority, that could also open up new opportunities to reach your target audience in the app, as fewer advertisers making it a focus could mean less competition for attention, which will be something to keep an eye on throughout the year.

Though at the same time, giving more priority to one app doesn’t necessarily mean de-prioritizing others.

It’s interesting to get a gauge on where marketers are looking, and how different apps are trending in terms of business priority. We’ll look to keep running polls on various elements throughout the year, in order to glean insights into different aspects of social media marketing in order to help guide your approach, based on industry trends.



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LinkedIn Announces the Retirement of its LinkedIn Lite App

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LinkedIn Announces the Retirement of its LinkedIn Lite App


LinkedIn has announced that it’s shutting down LinkedIn Lite, its pared-back version of the platform, designed for users in regions with more restricted connectivity and data access provisions.

Originally launched back in 2017 as a way to help “level the playing field for all members when it comes to accessibility”, LinkedIn Lite includes the basic functionality of LinkedIn, and is designed to load faster, while also using less data, handy for regions with more restrictive data plans.

But as LinkedIn continues to evolve, the Lite app gets further behind, with the full app’s more advanced functionalities – like video connection, full profile display features, Creator Mode, etc. – all getting more and more distant from the streamlined tool.

And with global connectivity evolving, LinkedIn now feels confident that it can move on without the scaled-back variation, which could also help boost in-app engagement and usage, and make LinkedIn a more significant presence in key markets.

Which, as you can see here, are growing. Now at 810 million total members, LinkedIn continues to gain momentum in developing regions, especially India (85m members, up from 60m in 2019), South Africa (+2m since 2019), the Philippines (+3m) and Nigeria (+1m)

LinkedIn Member Map

As with most social apps, India is a key focus, and LinkedIn says that Indian adoption of the full version of the app is now rising at 4x the global average, as mobile adoption continues to soar in the nation.

At the same time, retirement of the Lite app could also give LinkedIn’s team more opportunity to develop and maintain its new ‘InJobs’ app in China, with the full version of LinkedIn removed from China last October due to increasing regulatory pressure and scrutiny.

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At 56 million users, maintaining connection with China is key, and maybe that’s another factor in LinkedIn’s decision to step away from its scaled-down version.

Either way, the LinkedIn Lite app will be removed from Android app stores on 27th January 27th, before being deactivated completely March 15th.

LinkedIn says that it will transition Lite app users over to the full LinkedIn experience over the next few weeks.



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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]

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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]


Super Bowl LVI is just around the corner, which also means that we’ll soon see the biggest showcase of ad content of the year, highlighting new trends, creative activations and opportunities, which can sometimes re-shape advertising approaches from that moment forward.

And this year looks set to be particularly significant. As more people look towards a post-pandemic future, there’s a big opportunities for clever marketers to tap into this enthusiasm, and the various trends that come with it. That’ll likely see more innovative, integrated ad approaches, which will extend beyond the initial big game activations, and showcase new opportunities.

Twitter’s keen to cash in on that excitement. This week, Twitter’s published a new overview of user trends around the NFL playoffs, highlighting the huge boost in tweet activity heading into Super Bowl weekend.

As Twitter notes:

In the 2022 Divisional Round alone, we saw 27% more impressions on Tweets about the NFL, 58% more Tweets overall, and 42% more unique authors, compared with one year ago.”

It could be a key platform for boosting your tie-in efforts – and if you are considering the potential of Twitter ads for your campaigns, then these new stats might help.





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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]

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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]


Do you like K-pop?

Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.

That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead. 

It’s amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.

As explained by Twitter:

With a massive 7.8 billion global Tweets in 2021, #KpopTwitter once again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally, #KpopTwitter conversations became more diverse and vibrant in 2021.”

So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter – which also includes a list of rising K-pop stars if you want to get ahead of the curve.





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