Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "social networking"
- The new "no social socials" campaign from Publicis' LePub is inspired by new research revealing the average adult is stuck six hours daily scrolling on their phone.
- Influencer management is increasingly collaborative, with 79% of brands working with influencer agencies.
- LinkedIn is looking to provide its users with simple, puzzle-based experiences similar to the wildly popular 'New York Times' games like Wordle, Spelling Bee and Connections.
- YouTube, TikTok, Snapchat and Instagram are most popular with U.S. teenagers.
- Prices of LinkedIn ads -- which are sold by auction and set by market demand -- have increased as much as 30% over the past year, one exec told the "Financial Times." Some marketers have reported premium LinkedIn campaigns costing $300 per 1,000 impressions vs. the same caliber of ad costing between $10 and $15 on Meta, with some media buyers reporting an ROI as high as 20%. Meta and Google still control a much higher percentage of the ad market, with LinkedIn covering about 1.5% of digital ad spending in the U.S., while Meta and Google cover 21% and 27%, respectively.
- Ads that show an influencer who demonstrates a product can help to lift brand recall by 25%.
- Many consumers also will stop following social influencers whose values aren't aligned.
- The grocery category generates the most clicks on all platforms except for social video app TikTok, whose top category is beauty.
- Advocacy group GLAAD says social media fails to protect LGBTQ+ people from hate speech and harassment.
- When the male grooming brand Manscaped has something big to say, you can count on that announcement to make a splash. From taking over digital and static ad space in New York's Penn Station, to fully decking out the men's restrooms at Levi's(R) Stadium, Manscaped's iconic branding and bold campaigns are as eye-catching as they are impactful. Add influencers into the mix to amplify that message, and the experience becomes fully immersive. As the company enters new international markets, it is exploring how to use legacy tactics and emerging OOH trends to optimize efficiency and augment creativity. Manscaped's Senior Partnerships Manager, Lucas Colye, explores what the company has learned, how it maximizes campaigns, static vs. digital screens, and the ways the brand stimulates social amplification with striking creative execution.
- No candidate this cycle brought such native mastery, authority and authenticity to social channels than Pennsylvania Senatorial candidate John Fetterman. But how does that talent scale into a full state campaign operation, rapid response to attacks and opportunities, and a massive partner program that helped fund campaigns across the country? Fetterman's Digital Director Sophie Ota explains how they built a social infrastructure around one man's resonant voice that could scale into a real-time 24/7 messaging machine.
- Brydge CMO, Patrick Keller, discusses how organizations can leverage cost efficiencies to help scale the effectiveness and performance of your social campaigns.
- The report, similar to the ones Google and Facebook publish, highlights findings from 2022, how the platform online and offline impacted more than 75 million verified neighbors, 3.6 million claimed businesses, and 5,000 public agencies across 11 countries.
- Prebiotic soda Poppi became one of the fastest growing non-alcoholic beverages in the U.S. in part from mastering emerging social channels. But how did Poppi go viral on TikTok with over 48.5M views from a single post, rank #1 on Amazon search for "soda", and sell over half a million dollars of online purchases in just one day? Poppi's Co-Founder and Chief Brand Officer, Allison Ellsworth, shares how leveraging TikTok became a main awareness and growth driver and how Poppi's cultural cachet was built through organic social, influencers and content creators. We will explore how D2C brands can benefit from these tactics, maneuver limited media budgets, and ultimately create a brand consumers love.
- A year ago, Visible Wireless built its own social sandbox apart from the usual platforms. It was a forum for prospects to discuss what they liked. As a class of "SuperUsers" emerged, Visible started seeing a strategy for a self-run community that could have solid KPIs, drive SEO, customer support, and even beta testers. Visible Wireless Community Lead, David Sandoval, shares the learnings and benefits from DIY social.
- More than half of consumers ages 34 and younger said their No. 1 channel for discovering international brands was social media platforms.
- Why simply drop a podcast when you can build an audio media network with sponsors, a web of social influencers, and a range of discreet shows? Providence St. Joseph Health's VP of Community Engagement, Clinical and Patient Communication, Mary Renouf, discuss's how their Providence Future of Health podcast series has become a main driver not only of brand awareness and patient acquisition but the core of its educational mission, a new revenue stream and even a source of staff retention and recruitment.
- To better serve patient and customer needs, GSK needed to move beyond measuring simple social metrics like engagement. It needed genuine social intelligence and analytics that could deepen the brand's understanding of how and why people needed and engaged with their brands. GSK's Analytics Manager, US & North American Social Intelligence Lead, Danny Gardner, explains how the company brought this capability in-house, set up analytics that matter, and then democratized that insight so individual brand managers could use it.
- As the 90-year-old Krystal restaurant brand looked to appeal to younger demos, the marketing team focused on college towns and some of their strongest influencers - star athletes. Executing on this smart plan took more than posing Quarterbacks with store owners. Krystal Restaurants' Director of Marketing, Kaitlin Stoehr, shares what the company learned about crafting local campaigns around recruiting this special class of social influencers, creating authentic live engagements, and then amplifying this content effectively in the community.
- Influencers with less than 10,000 followers have seen the most growth in paid collaborations with brands.
- Carpe TikTok. Kendra Scott's social media team did exactly that when women who were rushing sororities last summer posted videos of their outfits, accessorized with, you guessed it...Kendra Scott jewelry. The brand's senior social media manager, Andrea Howard, will share how they were able to capitalize on the user-generated content by jumping in on the viral conversation via hashtags, earning them a 17% increase in new users with a 24% increase in Alabama specifically.
- Hunter Douglas has been on a five-year journey of bringing ever more of its media buying and planning in-house, first search, then social, and now Video and programmatic and branding. But as Tiffany Leung explores, this has been more than an operational shift. It required not only changing KPIs, staffing and messaging but a cultural shift to value a data-driven approach to all aspects of marketing, internal organization and event onboarding customers.
- Influencers with engagement rates of more than 20% make up a tenth of the creators on the social video app.
- Some consumers thought they may have been shadowbanned because of pressure from advertisers to suppress certain content.
- Advertising on Amazon is happening all year round, with 43% of brands buying ad placements throughout the year.
- Many consumers describe personalized ads as "annoying," but others say such messaging is "useful" or "enjoyable."
- Social media is the second-biggest generator of sales leads for business-to-business marketers, behind referrals.
- Publishers last year had 35% share of voice, while media and entertainment companies had 29%, according to Comscore.
- Consumers who use digital pinboard platform Pinterest are the most likely to engage with promoted or sponsored posts on social media.
- Online video is the most popular category of digital media, with 77% of marketers saying they will spend more on the channel.
