Facebook gleefully reports that over 40 million active businesses use Messenger to interact with their potential customers and that over 20 billion messages are sent between businesses and regular users every month. Interestingly, while Messenger still lags behind WhatsApp in terms of total number of global active users, Messenger is comfortably the more popular choice amongst users in the United States.
Founded by former Google employee, Kevin Systrom, in , Instagram is the product of an incredibly diligent analysis of the social media landscape at the time. An early round of seed funding allowed Systrom to pivot the app, which initially focused on attracting whiskey and bourbon aficionados, into something broader.
Something with industry-defining image manipulation tech and a far more immersive social experience than any other image-sharing service at the time. The result was an absolute beast of a social network. Three months later, it stood at 80 million users. By June , it reached the landmark million figure. Instagram offers incredible engagement rates in comparison to Facebook, its biggest competitor.
Brazil 99 million is ranked second and Indonesia 88 million third, while Russia 56 million misses out on a podium finish. In an astonishing There are overnight success stories and then there is TikTok. The video-sharing platform burst onto the international scene in and quickly started racking up adoption figures that made competitors weep onto their keyboards. A year later, it was number one. And not by a small margin, either. The fledgling social network outperformed its nearest rival, WhatsApp, by a staggering million downloads.
Have a look at the table below for some more context. The difference between WhatsApp and the third-placed Facebook is only 60 million downloads! TikTok still has a ways to go to catch up with its competitors in terms of the breadth of its demographic reach. Another property owned by the Chinese conglomerate Tencent the other is WeChat , QQ has been around forever in internet years.
This created a network effect where companies simply HAD to be on QQ because, well, all their partners, vendors, and clients were already using it. To keep it simple, Douyin is TikTok for a Chinese audience.
The two platforms have the same parent company and the same core functionality but are most definitely two different apps, marketed to two different demographics.
In China, Douyin has become one of the most popular marketing channels for luxury brands. Unlike TikTok, Douyin has embraced user-monetization and provided content creators with more concrete mechanisms to generate revenue stream from their videos — mainly by integrating with popular Chinese e-commerce platforms like Taobao. Companies, especially, have taken to Weibo as a marketing platform, with several international brands even succeeding in tapping into the massive Chinese market.
Both platforms feature functionality typical of social media platforms, for example, creation of groups, blogs, news feed and easy uploading and sharing of content. Both types of platform can be used for knowledge sharing and to improve collaboration amongst employees regardless of location. However there are further use cases, for example, enterprise social platforms are great for content collaboration and content management. They can also be used to create social intranets.
Enterprise activity streams are good for internal social networking and due to the more transient nature of the activity stream, can be used to provide real time response to queries. Community platforms are used to build online communities and can be used both internally and externally, for employees and customers.
Typical functionality include forums and user groups. Social e-learning platforms include collaborative functionality such as blogs and shared spaces. These include both authoring platforms to create content and learning management systems. Examples include Topyx , Composica and Saywire. Community platforms can help to connect users to experts and to build collective online communities of people with common interests and experiences.
E-learning platforms in the social context can be used to create interactive and engaging online assessments. They can also be a means for learners to share their experience with other learners. This is known as last-click attribution. This is particularly helpful when assessing how well your social activity is performing and supporting overall business goals. The best social media listening tools allow you to monitor the reputation of your brand against your competitors. They provide real insight into mentions and comments about your brand, which lets you be reactive and curb any issues as soon as they arrive.
The best social media listening tool we tested is Brandwatch. It helps you to understand your industry and monitor your place in it by analyzing trends, brands, keywords and more. Brandwatch Social Sentiment Analysis collects data from all over the web, then reports on how your brand is being perceived using algorithms and sentiment analysis.
Brandwatch Analyze uses AI to spot insights and trends happening on social media. Their AI, known as Iris, analyzes text, images, and video for instant insight into your data. All you need is a Twitter account. Tweetdeck Search returns all mentions of your brand name or your competitors. The Tweetdeck mentions feature shows any tweets that mention your brand in real-time.
Cost : Tweetdeck is completely free with your Twitter account. The best social media content creation tools help you to build an important part of your social strategy: the content.
These specific tools offer a range of features, like image editing, image sourcing, branded videos, and more. Ripl tops our content creation list for its easy-to-use platform that creates branded videos and images.
You can configure your brand colours and logo before you start creating. Ripl Templates are categorised by type or theme, so you can easily find and edit the perfect image or video for your post. Ripl Social Sharing allows you to publish your image or video straight from the platform onto your social channels.
Social Drift automates Instagram interactions, like commenting. People are more likely to follow accounts that actively engage with them through likes, comments, and follows. However, you will need to support this tool with a strong, organic social strategy. Cost : SocialDrift offers a day free trial. However, you will need to contact the SocialDrift team directly for further pricing. If you have a small design budget, Unsplash will be a useful database for free-for-use, watermark-free images you can use on your social posts and website.
You need to come up with a steady stream and fresh ideas. Afterward, you need to sit down, organize these ideas, and create content. This can include blog posts, videos, infographics, and more. Content publishing. Once your content has been created, it needs to be shared with the world. Many tools allow this process to be automated.
You need to take the time to decide if you want to use strictly free channels, or if you want to pay for additional exposure. Good content will open the door for conversation between your brand and its audience. You need to be prepared to listen to their responses and engage with them. Listening also means staying up-to-date on the latest trends. You should take advantage of them to create timely and relevant content.
Content analyzing and comparing. Unmetric works in tandem with vendors that provide publishing and listening services. Using a Variety of Tools Successfully managing every step of your social media process takes a variety of tools.
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