TO STRIVE, TO SEEK, TO SHARE, BUT NOT TO READ
Click Z reports on a study that reveals that most shared items are never read:
“In news that will embolden some, depress others and possibly surprise nobody, a new study by computer scientists at Columbia University and the French National Institute reveals that 59% of links shared on social media have never actually been clicked.”
At least for advertising purposes, web sharing still shows an increased level of engagement. But it’s not necessarily as complete a transaction of enthusiasm as we would like. The ClickZ article does a good job of going in depth into engagement numbers across several platforms and reveals why huge follower counts are often inversely proportional to click through rate. So we really do think you should click on this link and read it!
REDDIT IS BUILDING SAFE (WELL, SAFER) TOOLS FOR ADVERTISERS
Reddit comment streams have been difficult waters for advertisers to navigate, since the flow of talk can turn negative very quickly. Recently, Reddit has been working on some advertiser-friendly tools that are encouraging big brands to start exploring, gingerly, paid ads on some of the site’s threads. Adweek reports:
“In March, Reddit poached Google engineer Toby Segaran to build out an ad-tech platform. In his first three months, Segaran has launched programmatic buying and a search-based targeting tool akin to Google’s AdWords that lets marketers zero in on chatter surrounding specific keywords. Given the site’s volatile nature, there are also some clever workarounds with Reddit’s technology that avoid negative chatter altogether in subreddits.”
TWITTER OFFERS MORE VIDEO DATA FOR ADVERTISERS
Starting this week, Twitter is offering increased engagement metrics for all advertisers that use their Amplify program. The announcement is part of Twitter’s recent overall emphasis on video advertising:
“Twitter and video company Innovid have announced a partnership that gives Amplify advertisers—Twitter’s premium offering that runs preroll ads before video clips from 300 media partners including AOL, BuzzFeed and ESPN—viewability stats and numbers about who is watching their ads. Amplify is a revenue-sharing program that splits ad money between content creators and Twitter.”
As podcasting continues to grow with the success of shows like Reply All, Death Sex and Money, and Serial, some podcasting media groups are starting to create stand-alone podcasts for brands. While we continue to believe in the benefits of advertising on podcasts with existing highly engaged audiences, it is worth considering a custom podcast to help boost a book series with an established brand to help grow its dedicated audience.
INSTAGRAM IS GETTING MORE FEMALE
A chart released by eMarketer shows that Instagram’s proportion of female users has been growing since 2014 and is set to continue to grow in the near future:
“More than one in four people in the US will use Instagram regularly this year, making it the second most popular social network in the country after Facebook. According to recent research, women are more active than men on Instagram and prefer the platform more than other social networks for engaging with brand content.”
Since the book buyers are predominantly female, that makes Instagram a player to watch for book advertising going forward. The link to the eMarketer article works for subscribers only.
photo at Union Square Market (c) Martha Otis