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What: Recent reports peg the per-Instagram post fee for Cristiano Ronaldo at US $750,000, tops among all global athletes and third for all “influencers.”
Why it matters: Brands are increasingly utilizing direct social media networking outlets as viable marketing opportunities, reflected in the fees celebrities charge for this access.

There are many ways to define “celebrity” these days. “Q-Score,” for a personality, brand or company, is one measure. Social media “likes,” “retweets” and such are a form of currency. And then, there’s cold, hard cash.

A report last week in SportsBusiness Daily, via New Zealand Media and Entertainment (NZME) noted that soccer star Ronaldo (@Cristianois near the upper echelon of celebrities in another category: fee for sponsored Instagram post, at a cool $750,000 per “SEND.” For fans who might have thought the Juventus forward just loved his good night’s sleep and body scent and new line of kicks, well, there’s a shroud in Turin we’d like to sell you, too.

Some of the brands associating themselves  with Ronaldo … are SleepScore, Nike, Sixpad and EA Sports

With noted “famous for being famous” celebs like Kylie Jenner (@KylieJenner) reportedly pulling down $1 million per post, it shouldn’t be a surprise that someone of the global popularity and interest—and even outsized accomplishment—as the Portuguese star would command a significant figure for spreading sponsors’ word through social media. Still, Ronaldo is less than a household name in mainstream America, which shows that companies looking for global reach have identified him as a leading influencer. Per the same NZME item, the fee is almost twice the 2017 rate; the British Website Hooper estimates that it may double by next year. The outlet also estimates that only singer Selena Gomez has a higher per-post fee than Ronaldo.

Some of the brands associating themselves with Ronaldo—and his 139 million followers on the photo- and video-based social media outlet—are SleepScore (@SleepScore), Nike (@nikefootball), Sixpad (@SIXPAD_officialand EA Sports (@EASPORTSas well has his own offshoot brand, Cristiano Ronaldo Fragrances.

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Other sports stars identified as high earners via their Instagram feeds include soccer players Neymar, Lionel Messi and David Beckham amidst a celebrity influencer top-10 that also includes UFC’s Conor McGregor and NBA superstar Stephen Curry.

While the true “influence” of such posts is not always known (how many posts of Ronaldo stretching or practicing or signing for fans should fit in between Nike football ads?), there’s no doubt that marketers have bought in to the hype—literally.

What: Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers).
Why it matters: The study revealed that 85 percent of the marketers surveyed use social media to support sponsorships before, during, and after the sponsorship.Additionally, almost half (44 percent) employ a range of “advanced technologies” such as 360-degree photography, beacons, virtual reality, and RFID (radio-frequency identification) as support for their sponsorship activations.

The study, “Use of Social Media and Advanced Technologies for Sponsorship,” indicated that the primary reasons marketers use either social media or advanced technologies to support a brand’s sponsorship activations were the same:

  • Generate awareness
  • Connect with customers during the event
  • Improve brand perception

“Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason,” said ANA CEO Bob Liodice. “Giving those activities a boost via the aggressive use of social media and other new technologies makes sense because of the ROI it provides.”

Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason.

Sponsorship spending in North America is projected to be $23 billion in 2017, according to ESP/IEG, a consultancy that tracks sponsorship spending and trends. Sports events dominate the list of all sponsorship spending, accounting for about 70 percent, followed by entertainment at 10 percent.

Preferred social media platforms used to activate sponsorship included:

  • Facebook (92 percent)
  • Twitter (87 percent)
  • Instagram (70 percent)
  • YouTube (47 percent)
  • LinkedIn (41 percent)
  • Facebook Live (27 percent)
  • Snapchat (27 percent)
  • Pinterest (13 percent)

The study noted that internal resources are most often used for the management of social media and/or advanced technologies to support a brand’s sponsorship activations; external agency resources are also used (e.g., digital/social agency and sponsorship agency), but to a lesser extent.

In addition, the amount of social media exposure generated was the top choice, by a wide margin, for measuring the effectiveness of a brand’s social media sponsorship activity. For advanced technologies, on-site activity tracked at the sponsorship event and the amount of social media exposure generated were the two top choices for measuring effectiveness.

METHODOLOGY

The survey was conducted in June 2017. In total, 119 ANA corporate members participated. Of those, 55 percent were characterized as “senior marketers” (director level and above) while 45 percent were “junior marketers” (manager level and below). Forty-nine percent of respondents had 15 years or more experience in marketing/advertising. Seventy-seven percent work at organizations with an annual U.S. media budget of less than $100 million; the other 23 percent work at organizations with an annual U.S. media budget of $100 million or more. Those organizations are primarily B-to-C (38 percent) with some B-to-B (20 percent), and B-to-C/B-to-B for the remainder.

For purposes of the survey, the term sponsorship was defined as “a cash and/or in-kind fee paid to a property (typically sports, entertainment, non-profit event, or organization) in return for access to the exploitable commercial potential associated with that property.” A property was defined as “a unique, commercially exploitable entity, typically in sports, arts, events, entertainment, or causes.”

With more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, the social media giant is boosting revenue at a faster pace than expected. An important part  of Facebook’s efforts and investments are going into the creation of a major video advertising platform.

Facebook is on a roll, the company last week reported revenue of US$9.3 billion in the second quarter, while its Monthly Active Users reached 2.01 billion during the same quarter. Facebook, with more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, is boosting revenue at a faster pace than expected, turning Facebook into an important video advertising platform.

“Facebook is cornering all of the growth in digital video advertising and traditional ads, as they offer the fastest place to invest in and get good results,” said Brian Wieser, an analyst at Pivotal Research Group.

TV Content

Always a step ahead with their financial results, Facebook is now working on its TV offerings to compete head-on with big names like Netflix, which has 80 million users in Mexico, and Amazon Video (which started its video streaming service in Mexico six months ago). The social network is focusing on TV content and financing of short series programs, and changing the way the series will be launched—the episodes will air once a week, mirroring traditional TV programming. The first set of programs is scheduled to launch in mid-August. Advertising efforts will bring in about US$70 billion annually.

To increase its advertising inventory, Facebook will rely on its Instagram platform. With its more than 700 million users  ̶  20 million of them in Mexico  ̶ , Instagram has a mature advertising business built outside of Facebook. Instagram has been competing with Snapchat’s new audience for the youth demographic.

In Mexico, the average spending on video advertising campaigns is currently around US$ 5,000 a month.

Video ad campaigns have to be targeted to the Facebook audience, working in vertical formats so that the user can get a better mobile experience. In Mexico, the average spending on video advertising campaigns is currently around US$ 5,000 a month, according to Jorge Alcalde, Sales Director of Viewlogic in Mexico. Alcalde recommends budgeting two to five times the aforementioned figure in order to get better results on one of the fastest growing platforms today, with 80 million potential users in Mexico. He also noted that budgets in the US or Europe are 10 times higher than what is invested in Mexico.

Imagen: Freepik.

 

Six years after Evan Spiegel and Bobby Murphy, CEO and CTO of Snap Inc., respectively, developed their image exchange application at Stanford University, Snapchat has become a mainstay of the millennials’ social life—successfully evolving from a scorned application for sending fleeting photos to a messaging platform with new content formats.

Snapchat recently acquired location analysis firm Placed for approximately US $125 million, according to Bloomberg estimates. This acquisition has several advantages and the potential for good results, such as the ability to measure store visits and offline revenues generated by digital, TV and out of home ads. Placed has its own audience, made up of those who have chosen to share their location with the app as well as third-party audiences.

The company will continue to operate as an independent entity, offering its 100+ employees the chance to stay on with the company if they so wish.

Snapchat is already a familiar name in Latin America, but its users represent a limited demographic.

Last April, Snapchat launched its own online-to-offline measurement product called Snap to Store. Through it, Snapchat can recognize when a person uses the app in a specific location, such as a store, restaurant or movie theater, and then check if the person saw an advertisement for the brand on the platform.

It also invested between US$ 250-350 million in the functionality of ‘Snap Map,’ which allows app users to share their location with their contacts through geolocation. If a user wants to upload photos to their account, their contacts will be able to know from what location they were uploaded.

Snapchat numbers in LatAm

Snapchat is already a familiar name in Latin America, but its users represent a limited demographic. Eighty-five percent of Snapchat’s 158 million daily users are between the ages of 18 and 34. Only 15% of users are 35 years or older. The company’s goal at the moment is to promote the monetization of its users by generating more engagement.

Snapchat has 10 million users in Mexico, with a breakdown of 7 million women and 3 million men. In Colombia, the app has 5 million users: 3 million women and 2 million men. In both countries, the user age is 18-25. In addition, users spend more than 30 minutes a day on the app and open it more than 20 times a day, according to Snap Inc. figures.

Snapchat numbers in the U.S.

Snapchat already concentrates about 70% of its U.S. users in the18-24 age bracket, and about 40% are ages 25-34, according to comScore. (This figure is reduced to 14% for users aged 35 and over).
Some studies show that users over 35 were Snapchat’s fastest-growing segment between 2015 and 2016. However, growth within that age group came from a small base. The percentage of total Snapchat users in the U.S. that is older than 35 is expected to increase only 2%, from 18.3% in 2016 to 20.4% in 2017, according to eMarketer. In comparison, about 88% of Facebook users are over 35 years old, and 45% of Instagrammers are in the same age bracket.

These demographics are mainly due to young people’s familiarity with apps, versus the older population. “The [Snapchat] experience is difficult,” said Tero Kuittinen, chief strategist at app measuring company Kuuhubbs. “It is not easy to learn how to use it. If you’re 18, it’s not a big deal, but if you’re 45, it’s hard to understand it.”

A recent study by Brand Networks revealed that advertising on Instagram is working, with decreasing costs and increasing performance across industries. We spoke to Pedro Labarta, Brand Networks’s Managing Director for Mexico and Latin America, about what the study’s findings indicate about the best way to make use of this platform in advertising campaigns.

Advertisers are still figuring out the best way to make use of the different engagement tools that social media platforms provide. And the platforms themselves are constantly tweaking those tools according to new insight revealed in studies like that conducted by software and social network services provider Brand Networks, whose clients include Interpublic Group, WPP, American Express, AT&T, InBev, Discover, Yahoo! and Unilever.

Brand-Networks-LogoThe three-month study looked at two billion Instagram ad impressions and tracked metrics related to spending and performance in the first quarter of 2016. The highlights, with additional insight from Pedro Labarta, Brand Networks’ Managing Director for Mexico and Latin America, below.

For Best Ad Performance on Instagram, Turn to Video

One of the most interesting revelations from the study was that video ads made up an average of 58% of ad impressions over the first quarter. Breaking the numbers down month-to-month, the study found that video ad impressions rose steadily from 43% in January, 59% in February and 65% in March. These numbers are even more impressive if one considers that December 2015 video ads represented just over 30 percent of the total.

What accounts for this change? Instagram did extend the maximum length of videos from 30 to 60 seconds in the middle of Q1. While the Brand Networks team analyzed both long and short videos, there wasn’t a notable difference in performance based on ad length: “We’ve also witnessed advertisers on our platform deliver video ads that were much shorter that performed very well,” Labarta said.

Lower Costs, Increased Performance for Instagram Ads

Continuing to give good news, the study showed that average cost-per 1,000 impressions (CPM) dropped to $4.58 in January, an all-time low at the time. But the numbers kept falling, and in February the CPM reached $3.88. March brought it back up, but just slightly, to $4.19. Impressive, nonetheless, as average CPM was $7.04 in just Q2 of 2015.

The test revealed that the CPM dropped across industries, in some more notably than others. The technology sector’s CPM went down by 32%, education by 50%, automotive by 49%, and e-commerce by 29%. Only telecommunications and travel industries saw decreased cost efficiency, as the CPM went up by 6% in each.

Labarta revealed that Brand Networks has “seen a few industries adopt Instagram advertising more rapidly than others,” and that “retail, consumer packaged goods and high fashion industries have been among the most motivated verticals to test and learn on Instagram.” The fashion industry has been experimenting with new approaches to getting target audiences involved in Spring Fashion Week Events, and all signs point to video as its secret weapon. 90% of fashion impressions came from video, which explains why 71% of ad spending on Instagram in the industry go to video ads.

Comparing the different social channels today is a bit like comparing two different planets. The ecosystem on each is incredibly different. They are as different from one another as they are from television or radio.

Despite the decreased cost efficiency its ads have experienced, telecommunications brands “flocked” to Instagram in Q1 to support their sports-related ad campaigns during football and basketball seasons and new contract promotions, which explains the increased competition and CPMs.

Beautiful, Real-World Imagery Carries Platform’s Success

It’s very hard to compare strategies, advantages and disadvantages of the wide array of platforms available to advertisers. In fact, “comparing the different social channels today is a bit like comparing two different planets,” says Labarta. “The ecosystem on each is incredibly different. They are as different from one another as they are from television or radio.”

But in the end, Instagram arguably provides the best platform for visual communication, and is “very interesting because of its focus on beautiful and real-world imagery as a form of communication and expression,” says Labarta. An image or video’s ability to transcend language and culture makes it an undeniably powerful channel.

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A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Instagram is expanding its Carousel ad format to let marketers publish videos, photos or a combination of both as the compainstagramny brainstorms ways to increase user engagement with the ads.

eMarketer is claiming that Americans will spend just one
minute more on Facebook by 2018, as other platforms like Instagram and Snapchat take up more and more of our time. This year, American adults will spend an average of 22 minutes a day on Facebook and 43 minutes a day on social media services. Most of this time will be on mobile devices, not desktops or laptops. Due to this, Facebook is set to earn 35 cents per hour spent by an adult on mobile devices, compared  to 19 cents on desktops and laptops.

The New York Times’s operating profit fell 13 percent in the first quarter as ad sales dropped and the costs of their digital operations increased. Shares of the publisher, which is spending heavily to strengthen its advertising technology, fell 4.4 percent to $12.32 in afternoon trading on Tuesday.

Twitter is forecasting a less-than-impressive revenue performance in the second quarter, as the company has struggled to generate ad sales. Shares declined by 17% on Wednesday.

Alphabet, (Google’s parent company) on the other hand, announced a 17% rise in quarterly revenue thanks to mobile advertising sales. Revenues rose from 17.26 billion to 20.26 billion between January and March. It’s ad revenue jumped by 16.2% in the first quarter, and the number of paid clicks jumped 29%.

Pinterest has acquired the team from mobile ad-tech company URX, which specializes in selling technology that can be used to identify trends in content consumption to target mobile ads. Interestingly, Pinterest will be shutting down the product as it acquires only the staff.

Snapchat has commenced its experimentation with e-commerce ads, as Target and Lancôme ran formats of 10-second call-to-action spots to swipe for more info or to go straight to the mobile shopping page.

The Latin Online Video Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is bringing all of the big players in online video in the Americas together, including key brand marketers such as Nestle, 3M, Volaris, Fallabella, Best Western and many more. Get your early bird tix!

LATAM MARKET

eMarketer and Rock Content’s latest research claims that when it comes to techniques used for marketing and advertising in the tech sector in Brazil, nine out of ten staff members are using data analytics tools. Landing page creation (70%), SEO analysis (63%), marketing automation (58%)and A-B testing (32%) were also popular tools and techniques.

Brazilian publisher Editora Abril has established a abrilpartnership with MOAT to use the latter’s digital marketing intelligence for online campaigns. Abril hopes to be able to generate better insights on view ability and engagement with ads contents to improve the transparency it provides its clients.

ZoomIn.TV is opening operations in Mexico, where it will offer its online video content, advertising and technology expertise to the region of Latin America. ZoomIn.TV also has offices in the United States and Canada.

Kantar IBOPE Media, the Latin American media research firm, and comScore, the multiplatform measurement company, announced a strategic alliance through which solutions will be launched in Latin America. One of those solutions is the integration of TGI Clickstream, which integrates the data from Kantar IBOPE’s Target Group Index and offers a complete analysis of consumer behavior, with comScore’s MMX platform, which gives a complete vision of online audiences. It is to be launched in Brazil this year, followed by Colombia, Argentina, Peru and Chile in 2017.

Millennials, not surprisingly, play a dominant role on many of the top social media sites accounting for almost 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRILinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites.

8539048913_3328e8545c_mMillennials play a dominant role on many of the top social media sites. This coveted consumer generation represents 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRI.

According to GfK MRI, LinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites. Two-thirds (65%) of LinkedIn users fall into the “graduated college plus” category, compared to 29% of all adults. Pinterest users rank second in education level, with 41% registering as “graduated college plus.”

Users’ Age

The median age of Facebook users is 40 — up from 29 in 2009. The median ages of other social site users are 44 for LinkedIn, 42 for Google+, 38 for Pinterest, 38 for YouTube, 32 for Twitter, and 30 for Instagram.

Just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.

Men VS Women

Across the seven major social and photo/video sharing sites, men outnumber women among users in just three:

  • LinkedIn (55% of users versus 45%)
  • Twitter (54% to 46%)
  • YouTube (51% to 49%)

Women are the majority of users of:

  • Facebook (57% versus 43%)
  • Google+ (53% to 47%)
  • Instagram (60% to 40%)
  • Pinterest (81% to 19%).

“These results clearly show that many of the social media applications are becoming mainstream, which bodes well for the long term viability of those companies,” said Florian Kahlert, Managing Director of GfK MRI. “At the same time, this growing acceptance raises the bar for media planners (and inventory sellers), because just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.”

What: Social net Instagram has succeeded in increasing brands followers significantly.Nike has reached 12 million followers, Victoria’s Secret 10.5 million, GoPro 4.2 million, the NBA  4.9 million and Starbucks  3.7 million after implementing Instagram video on their marketing strategies.
Why it matters: Developments in the online video market, with its potential to grab TV ad dollars are crucial to follow. The fact that 40% of the most-shared videos on Instagram are created by brands, not average users is interesting to know.

images (1)Nike, the athletic shoe and apparel Company, has succeeded in increasing its followers from 4 million to 12 million because of its Instagram video initiatives.

Back in April 2014, Nike was already boasting 4 million followers on the social platform mostly known for photo sharing. From February 20, 2015, the company has increased its Instagram followers 200% to 12 million.

Victoria’s Secret was another Company that experienced a huge improvement in its follower count after implementing Instagram video. The women lingerie company saw its subscribers increase from 4.2 to 10.5 million. Camera brand GoPro also went from having 1.9 followers to 4.2 million, the National Basketball Association(NBA) bumped its follower count from 2.3 to 4.9 million, and Starbucks saw its subscribers grow from 2.3 to 3.7 million after implementing Instagram video on their marketing strategies.

According to a white paper from video advertising company Unruly, 40% of the most-shared videos on Instagram are created by brands, not average users.These brands’ successes with Instagram video probably depends on their marketing budgets, which none of the companies revealed. However, regardless of budget, the way NBA, Starbucks, Nike, Victoria’s Secret, and GoPro have figured out Instagram video should set precedent for other brands.

 

JDAnewSMpic-1Last week Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research analyzed ways through which marketers can leverage their presence in Twitter and Snapchat. In the below article, Diaz-Asper takes a look at YouTube and Instagram and the role they’ll play in reaching Hispanic audiences in 2015.

YouTube: Video is king!

YouTube has become, and will increasingly be considered, key to Hispanic marketers’ social efforts. Consider these stats: Hispanics reportedly spend more time watching videos (over 90 minutes more) than other online users (Nielsen report); and with over 100 hours of videos uploaded to YouTube every minute (YouTube); that adds up to a lot of viewing potential.

In a recent Think with Google Report, Google offers a good look at how Hispanic Marketers are using video and especially YouTube to reach Hispanics. One great example is Universal and their Hispanic channel that offers bi-lingual, Spanglish and culturally relevant content that goes beyond the trailer-only Spanish translations that are fairly typical. It’s working! The Vin Diesel’s Spanglish introduction of Fast Five has received over 5 million views.

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Collaboration with Hispanic YouTube stars is also on the rise. Not surprising given that YouTube has already had some major Hispanic breakout stars, many more are signing with brands and have become well-known celebrities. Bethany Mota is what you can call a YouTube “It Girl” with over 8 million subscribers to her channel. She is a Latina with wildly popular shopping hauls, make-up and decorating videos who has an Aéropostale clothing line which was launched last Spring complete with an envy-worthy road tour bus. Recently, Mota even interviewed President Obama in the White House East Room after the State of the Union address.

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Becky G got her start on YouTube after posting videos of her covers of popular songs. She is now topping the hit charts, having performed at the Teen Choice Awards and stopping by the Ellen Show to perform. Recently she became a COVERGIRL and has created some really entertaining content like her video with three moves from her Shower video that can be used at parties.

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Brands aren’t only focusing on the mega-YouTube stars either. Multi-channel networks like MiTu, who has over 6 billion views across its network, is a big player in the branded YouTube space for Hispanic stars. Just recently they signed a deal with Makers Studio, backed by Disney, to create branded Spanish and English language, short-form entertainment aimed at Millennial Hispanics. One of my favorite YouTubers, El Guzzii, is on their roster where he makes fun, super simple recipe videos in Spanish.

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I believe we’ll see an increase in in Hispanic branded content deals on YouTube this year. There are many untapped opportunities for brands to reach-out and work with Hispanic YouTubers who are already talking about their brand, especially in the Food and Beauty space.

Instagram: Virgin Territory for many Marketers but Teens love it!

Hispanic Marketer’s use of Instagram is still emerging. Even some of the most active marketers still aren’t including Instagram in campaigns or have active accounts. We can expect to see that change over the next year.

Instagram, which has helped selfies to become a rite of passage for Hispanic teens everywhere, grew among online Hispanics from 23% in 2013 to 34% in 2014 (Pew). Even though it’s not uncommon these days to see abuelas taking selfies, Instagram remains mostly for younger demographics (53% of 18-29 year olds). Hispanics on Instagram are making their mark with accounts such as: Being Latino with 265K followers; Latino celebrity accounts, PitBull at 1.7 million followers, and Selena Gomez at 21.7 million; and hashtag, #latina, have received more than 3 million posts.

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We’ve started to see more brands extend their social marketing efforts to Instagram especially when it comes to blogger engagement. To get a good feel of these campaigns check-out  Latina Bloggers Connect on Instagram which consistently excels in creating great content.

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It’s no surprise that brands would leverage Latino celebrities to build Instagram channels. A great example is Toyota’s leverage of Willam Levy for it’s #GranDecision campaign which has short videos where users can help choose a path for Levy. One image on Levy’s account received over 47K likes.
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Given the growth of Instagram among Hispanics, you can expect to see more Instagram efforts. Advertising on Instagram is in its early stages but as it becomes more robust it will likely accelerate and be included in more and more social campaigns.

Concluding Thoughts

We can expect to see a lot more investment in social in 2015 with up to 70% of marketers expected to increase social spending.. Hispanic marketers should look at extending campaigns to new platforms and building campaigns for new channels, especially Instagram with the added investment. Investing in engaging content and collaborating with influencers who truly understand these channels will make Hispanic marketers stand-out and experience greater success.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

What: Social media engagement in Latin America in 2014 showed 127 %  year over year increase in engagement across Facebook, Twitter and Instagram, with 455.3 million total actions.
Why it matters: With 87,620 total actions, Mexico ranks as the second most social media engaged country in the region, after Brazil.Facebook accounted for 94.6 % of total actions.

redes.sociales-285x200Social media engagement in Latin America for the month of July 2014 showed 127 percent year over year increase in engagement across Facebook, Twitter and Instagram, with 455.3 million total actions, according to a Shareablee’s analysis.

 

Engagement per country

Mexico ranked #2 by total actions (87,620) while ranking fourth overall based on audience size, indicating a highly engaged audience. For the number of average unique people engaged by each brand, Brasil led with 218,000, followed by Argentina with 89,000, Colombia with 62,000 and Mexico with 60,000. Twitter had the highest penetration in Argentina and Chile, while Instagram was strongest in Brasil and Colombia.

 

PublisherTotal Actions
(Facebook,
Instagram,
Twitter)
(000)
UniqueEngaged Audience(000)%Actions
(Facebook)
%Actions
(Twitter)
%Actions
(Instagram)
Latin America455, 30448294.58%2.31%3.11%
Brazil192, 74321893.07%0.99%5.95%
Mexico87,6206096.30%2.93%0.77%
Argentina75,8448995.72%4.08%0.20%
Colombia51,5366293.19%3.66%3.15%
Peru33,5673798.32%1.58%0.10%
Chile13,9931694.43%3.90%1.67%
The total actions metric includes post-level likes, shares, favorites, retweets and comments.Unique engaged audience is the number of people who took an action with a page’s content on Facebook.The % actions metric notes the portion of actions (likes, shares, favorites, retweets and comments) attributable to the specified social media platform.

Engagement across platforms

455.3 million was the number of  total actions in the region regarding social media.

  • Facebook accounted for 94.6 % of those actions
  • Instagram followed with 3.1 %
  • Twitter ranked third with 2.3 %

“Consumers in Latin America are highly engaged social media users, providing a unique opportunity to marketers in this region to connect with consumers in a personal yet scalable manner,” said Alejandro Fosk, SVP Latin America at comScore.

 

 

Facebook has introduced Video on Instagram, offering users “another way to share their stories”, according to Instagram Blog.

[vimeo 68765934 w=400 h=300]

Kevin Systrom, Instagram co-founder, said the video is designed around three core principles: Simplicity, Beauty and Community.

“We need to do to video what we did to photos.”, said Systrom.

When users go to take a photo on Instagram, they will now see a movie camera icon. Users can tap the icon to enter video mode where they can take up to fifteen seconds of video through the Instagram camera. Users will also be able to select their favourite scene from what they have recorded as the cover image for the video.

Facebook’s and Instagram’s move is seen as an attempt to grab more online video advertising dollars. The Online Video Advertising market is growing at a a high rate. Competition is increasing. Major players include  Google’s YouTube, Twitter with its just launched TV ad product and Facebook Instagram.

Facebook has introduced Video on Instagram, offering users “another way to share their stories”, according to Instagram Blog.

Kevin Systrom, Instagram co-founder, said the video is designed around three core principles: Simplicity, Beauty and Community.

“We need to do to video what we did to photos.”, said Systrom.

When users go to take a photo on Instagram, they will now see a movie camera icon. Users can tap the icon to enter video mode where they can take up to fifteen seconds of video through the Instagram camera. Users will also be able to select their favourite scene from what they have recorded as the cover image for the video.

Facebook’s and Instagram’s move is seen as an attempt to grab more online video advertising dollars. The Online Video Advertising market is growing at a a high rate. Competition is increasing. Major players include  Google’s YouTube, Twitter with its just launched TV ad product and Facebook Instagram.

Join us at PORTADA Mexico!