IAB: Social media still has a lot of growing up to do

Social media still has a lot of growing up to do, say marketers from both agencies and client-side, of which 3 in 10 say they do not believe social media yet has an important role in the overall marketing function….

….The survey found that, currently, less than half (43%) of social campaigns were integrated into the wider marketing function and more than half of brands never measure social media ROI. Agencies, on the other hand were more likely to measure social ROI with 35% claiming to do so some of the time…..

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Source: BizReport

Here’s Why Consumers Can’t Get Enough of Brand Content

Instagram is by far the leader

Advertisers have something to celebrate: people are clicking on brand content so much that the rate of engagement is growing faster than brands are putting out new content.

According to new data from the firm Shareablee, in the first quarter of 2015 people engaged with brand content in the U.S. 52% more frequently than during the same time period last year. Read More

 

Source: Time

Instagram to Open Platform to All Advertisers This Fall

Jim Squires
Director of Market Operations
Instagram

Instagram plans to open up its platform to all advertisers this fall. Jim Squires, director of market operations at Instagram, spoke with eMarketer’s Debra Aho Williamson about how advertisers will be able to use Facebook data for targeting and how the ad buying process will change on Instagram. Read the interview here: 

 

Source: eMarketer

Social Media Engagement With Brand Content Soared 52% Last Quarter

People engaged with U.S. brand content 52% more often in the first quarter of this year than they did a year ago, and their engagement is growing faster even than the rate at which brands are pumping content out, according to data on 100,000 brands from social-analytics firm Shareablee.

In all, people liked, shared, favorited or commented on brand content across Facebook, Instagram and Twitter nearly 13 billion times in the first quarter alone, and it was people’s engagement rates rather than brands putting out more content that drove most of that big increase.

On Twitter, average posts per brand rose 16%, but average “actions per brand,” such as favorites or retweets, rose at twice that rate – 32%. By far the biggest driver of increased engagement was Instagram, which saw brand fans rise 138%, posts per brand rise 21% and consumer engagement with brand content double to 1.9 million actions per brand – more than 20 times the rate of Twitter and nearly three times the rate of parent Facebook.

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Source: Ad Age

How Popular is Instagram With Youth?

It’s well established at this point that Instagram’s users skew young, and recent research suggests that it is now teens’ most important social network. New data from a Shareablee and comScore webinar shared with MarketingCharts confirm Instagram’s popularity among young adults, indicating that 18-34-year-olds spend more time on Instagram than on Twitter and Tumblr, combined. Interestingly, though, while Instagram’s smartphone audience skews heavily towards younger age groups, the age composition of the platform’s tablet audience reveals a slightly different pattern.

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Source: Marketing Charts | June 2, 2014