Warc, 6 June 2014
SYDNEY: Australian marketers and brands are failing to keep
pace with changing consumer habits in the digital space, particularly as
regards social video which the author of a new report has described as
"marketing Viagra".
For the Secret Life of Social Video, the latest in a series
of Datafication reports, Sydney advertising agency The Works and the University
of Technology Sydney analysed more than 3.2m geotagged videos and images from
Instagram and Vine as well as conducting an online survey among 4,000 Snapchat
users.
It found that women are more active users across all
platforms, with Vine leading the way – 70% of posts there come from women,
compared to 61% on Snapchat (61%) and 58% on Instagram Video.
The report also said that the most popular type of content
posted differs depending on the platform. Thus music and dance content is the
most prevalent on Instagram video (food and drink are top on Instagram images),
followed by sport/action and animals, while humour dominates on Vine and
Snapchat, with selfies also high in the mix for these two.
Almost half (47%) of Snapchat users were aged between 16 and
25, with 34% of 16 to 19 year-olds claiming to use the app on a daily basis.
"It's easy to think it's just another Instagram,"
said Douglas Nicol, creative partner and leader of the Datafication project,
"but actually Snapchat mashes up messaging and content more like text
messaging than traditional newsfeed style social media.
"Brands need to look beyond just Facebook and
understand the next generation of communication style, typified by apps like
Snapchat," he added.
Those brands that have invested in social video were found
to show signs of increased consumer engagement (based on a score generated by
adding the number of 'Likes' a post received to that of any 'Comments' (which
were counted as double) and then divided the total by the number of followers)
compared to those using just images.
"It is ironic given the high penetration of mobile
devices in Australia that marketers are underexploiting social video as a means
to interact with consumers, particularly the highly sought after younger demographic,"
Nicol observed.
"Social video is marketing Viagra," he declared.
"Marketers and brands need to back social video or risk falling behind
those already dipping their toe in the water."
Data sourced from The Works; additional content by Warc staff
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