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Social Media

More marketers turning to Facebook with paid-for marketing budgets…
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In a survey collecting opinions on organic and paid-for marketing from 300 social media marketers, the B2B research and marketing firm, Clutch, found more than 60 per cent are approaching Facebook with paid-for marketing budgets; with the video platform YouTube coming in second at 34 per cent; 33 per cent for Twitter; and LinkedIn amounting to 30 per cent of paid budgets.

Although the majority of respondents (80 per cent) generally opt for a combination of organic and paid-for marketing, there are companies that have chosen not to use paid-for (13 per cent), despite 60 per cent claiming paid-for social media marketing is much more effective than organic.

In addition, the survey also acknowledges some significant differences between the social media marketing of B2B and B2C; however, both sectors are using the mediums in the same context.

Read the full survey here

Could Snapchat be moving from apps to hardware?
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The photo-sharing app, Snapchat – which is considered to be the most popular social networking platform among teenagers – has strongly indicated that it could be making the transition to hardware devices from apps; joining  a Bluetooth consortium that manages the ‘wireless standard’.

The app, which is reported to have acquired 150 million daily active users, is fuelling speculation from initial industry discussions back in March that experts from Logitech and Nokia had joined the Snapchat team to work on development plans for new hardware products, and is now listed as a member of the Bluetooth Special Interest Group’s website. It is thought that they are planning to create a pair of augmented reality (AR) glasses.

It has also been reported that the social networking app will be introducing a behavioural targeting tool, in a bid to attract more advertisers. Brands using the social media network to advertise will be granted access to personal user data in order to provide more personalised and relevant campaigns.

Read more about Snapchat’s potential hardware plans here

Young social users prefer political accounts over luxury brands…
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affilinet, one of Europe’s leading affiliate marketing networks, has revealed that young social media users between the ages of 18-24 are more likely to follow political accounts as opposed to luxury shopping brands.

The research, which surveyed 2,004 British residents and split into a range of age groups: 18-24, 25-34, 35-44, 45-54 and 55+ years old, was conducted to analyse and pin-point which social accounts different demographics are likely to follow, as well as the genre.

Director at affilinet, Helen Southgate, commented: “Social media is such a central part of millennials’ lives and it’s really insightful to see the accounts they follow. I think that this is a definite sign that young adults are tuned in to current affairs involving themselves in moneysaving, travel and politics. Brands wanting to target millennials can learn a lot from their social media habits and preferences.”

When the 18-24 year-old demographic was asked the question ‘What kind of accounts are you most likely to follow on social media?’

  1.        Money Saving – 25 per cent
  2.        Holiday / Travel – 20 per cent
  3.        Political Interest – 19 per cent
  4.        Health & Wellbeing – 17 per cent
  5.        Food & Beverage – 17 per cent
  6.        Pets / Animal – 16 per cent
  7.        Beauty – 8 per cent
  8.        Fashion – 7 per cent
  9.        Property – 6 per cent
  10.        Interior – 5 per cent