Here are all of the posts tagged ‘instagram’.
Virgin Mobile Australia launches #mealforameal campaign
As part of their major integrated marketing campaign ‘Making Mobile Better,’ Virgin Mobile Australia has partnered with OzHarvest to turn the act of taking pictures of food into something beneficial for Australians. With the #mealforameal initiative, every time someone posts a picture of their food to social media and includes the hashtag, Virgin Mobile will donate to OzHarvest so they can provide a real meal to someone in need.
Jägermeister is ‘Strange But True’
Over the past month, premium spirits brand Jägermeister has been delivering their new ‘Strange But True’ positioning on Facebook. The campaign uses illustrations to depict the various characters that males identify with in their social groups. One of the main actions for social sharing is having friends “tag their mate” that identifies with one of the characters – a frugal Fox, a noble Stag, an Owl who loves to party, a Wingman or a Snow Leopard who spends too much time in his man cave. The campaign is designed to shift the thinking of Jägermeister from a drink for the end of the night to a drink made for the beginning.
Anonymous app Secret moves away from anonymity
The popular anonymous app Secret has teamed up with Facebook to make it easier for people to view popular secrets shared by their friends. In a shift that moves the app away from anonymity, Secret is rolling out two new features this week to both their Android and iOS apps called Facebook Login and Collections. Facebook Login will let users see secrets from friends, while Collections will offer a curated stream of popular secrets.
Mobile social use is up, desktop slightly down
A new comScore report has explored the growth of mobile use in social, arguing that it does not come at the expense of desktop use. Between May 2013 and May 2014, the total number of minutes spent using mobile to access social media grew from 479bn to 687bn. You might expect to see a similar drop in desktop use, but you’d be mistaken: total desktop time did fall, but only from 477bn to 466bn.
Mobile and digital budgets are up
Digital advertising budgets will this year rise 16.7% to $140.15bn, according to eMarketer predictions. Spend on mobile/tablets will see the most signficant jump, up 84.7% to $32.71bn. By 2018, digital will account for a third of global ad spend, while mobile will be 70.4% of UK digital budgets, and 67.8% in the US.
Facebook adds ‘suggested videos’ to mobile
If you watch a friend’s video in your mobile News Feed, Facebook will show you a set of suggested videos, much like the ‘Related News’ feature. This is the latest Facebook update that seeks to encourage people to share and watch videos, and TechCrunch has accordingly likened it to a TV channel.
Facebook creates ‘Out-App Purchase’ ad
Facebook has launched a new ad type: the ‘Out-App Purchase’ ad, which allows those who develop Facebook games to sell virtual goods directly through the News Feed. Currently, the unit is only available for desktop, but, should it prove effective, we may well see a move in the lucrative mobile market.
Twitter goes all out on organic reach
Twitter is backing itself as the social destination for organic reach, telling brands that they can be seen by 30% of their followers for free by tweeting 2-3 times per day. Not only that, but it has released a set of organic tweet analytics, so that brands can now see how many users viewed or engaged with organic tweets.
Pinterest updates ‘Follow’ pin
Pinterest has developed a new, animated ‘Follow’ pin to be featured on websites outside of its network. Rather than simply linking to Pinterest, the button will launch a pop-up preview of the account, featuring a selection of its pins.
WeChat launches ad platfrom
WeChat, the Chinese messaging service, has created an ad platform for brands with over 100,000 followers. Ads will only appear when users click on full-page posts from officials accounts that they already follow. Even then, the ad is not full screen, but shows up at the bottom of the page. Nevertheless, it’s worth keeping an eye on how WeChat’s advertising strategy grows in the future.
The World Cup breaks social records
The World Cup is over too quickly, once again. According to Facebook, the final was the most talked-about sporting event in the network’s history, amassing a total of 280m mentions. One semi-final also managed to inspire a huge social response, as Germany trashed hosts Brazil 7-1. This was the most discussed sports game ever on Twitter, with 35.6m tweets in total. Germany’s fifth goal broke the record for global tweets-per-minute at 580,166.
— Visa (@Visa) July 8, 2014
— Seattle Seahawks (@Seahawks) July 8, 2014
— Paddy Power (@paddypower) July 9, 2014
— adidas (@adidas) July 8, 2014
Sour Patch Kids on Snapchat
Sour Patch Kids is to become the first Mondelez brand using Snapchat when it enlists the help of Logan Paul to run a week-long campaign. The social media star will send out Snaps from the brand’s account, detailing pranks that range from ‘sweet’ to ‘sour’.
Mercedes-Benz targets millenials on Instagram
Mercedez-Benz has launched a campaign on Instagram, dubbed #GLApacked, intending to target a younger audience. The brand has got Instagram influencers on board, each of whom has been loaned a GLA for a cross-country trip and asked to document it on the network.
4Music is searching for a vlogger
British channel 4Music is searching for its next vlogger through an online ‘Vlogstar’ microsite, sponsored by O2. Entrants need to submit a YouTube video for their chance to be the winner, who will be allowed behind-the-scenes on 4Music shoots and at gigs, producing several videos every week for the channel.
The CIA and Twitter
Last week, the CIA used the hashtag #twitterversary to answer some of the ‘top questions’ it had been asked since its launch on Twitter.
— CIA (@CIA) July 7, 2014
The above and other tweets like it have led to a debate over what the CIA’s strategy is. The humour may lead to a number of RTs, but questions have been raised about whether this helps the CIA’s chief objective: gaining trust. Indeed, this may be all the more relevant in the week when it has come to light that the activities of Twitter users were analysed by the US military in an attempt to understand how to influence people. News like this is likely to lead to increased debate about privacy, in which the CIA may want to be a major player.
Welcome to this week’s Tune-Up!
Instagram ads making their way to Australia
Later this year, Instagram will introduce paid advertising in Australia, meaning adverstisers will be able to run ads on the platform. They intend to use strict guidelines so that content will appear to be natural in people’s feeds. It will be rolled out in the UK and Canada at the same time, with other regions added in the future.
Facebook responds to organic reach questions
Facebook has released a statement explaining its decreasing organic reach, offering two key reasons: the huge volume of content on the network (a user could potentially be shown up to 1,500 stories per log in) and an attempt to increase News Feed relevance. The piece argues that they are not trying to make more money from paid ads and that fans still have a function – social context (i.e. seeing that your friend ‘likes’ an advertised page) reportedly drives 50% more recall and 35% higher online sales lift. For information on how to combat the changes, have a look at our full article on the subject.
Search ads have no measurable effect
Research conducted in the US by eBay, in conjunction with Berkeley and Chicago universities, has concluded that search ads have ‘no measurable benefit’. eBay customers were ‘unaffected by the presence of paid search advertising’, leading to questions about the medium’s future.
Facebook adds interactive video components
Facebook has added new interactive components to its standard video ads to increase their efficiency for lower-budget advertisers. The offering now includes a ‘video views’ option, allowing a company to serve ads to users more likely to watch them, such as those who have watched similar content before. It’s also now possible to add a call-to-action to a video, such as encouraging users to click through to a brand’s website.
Facebook rolls out new page design worldwide
Facebook has launched its new page design worldwide, which increases the similarity between pages and personal profiles. Admins will see a prompt to ‘take a tour’ of the changes and can then choose whether or not to make the switch. Regardless of their choice, the change will happen automatically two weeks after the tour is taken.
Instagram adds new photo-editing features
Instagram has added ten new features and updated seven, aimed at increasing the scope for photo-editing in-app. The new options include ‘Adjust, Brightness, Contrast, Warmth, Saturation, Highlights, Shadows, Vignette and Sharpen’.
LinkedIn updates paid profiles
LinkedIn has created a brand new image-centric profile layout, as you can see below. It’s only available to paid users for now, though – we’ll see if it’s enough to entice people currently using the service for free.
Pinterest creates self-serve ad auction
Pinterest is following its initial ad launch by creating a self-serve auction, aimed at small-to-medium businesses. Payment will be taken on a cost-per-click basis. Don Faul, Pinterest’s head of operations, explained how the auction works:
The ultimate price over time will be determined, as all auctions are, by how much competition and demand there is.
Tinder looks to increase interactions with ‘Moments’
Tinder has launched ‘Moments’, which it hopes will enrich interactions within the app. Users can share a picture, or ‘Moment’, with all their matches, who will be given the option to ‘like’ it or not, based on the normal left/right swipe mechanic. Once someone likes your photo, you can start chatting about it. Photos will disappear after 24 hours, which we’re sure nobody on Tinder will take advantage of in any way whatsoever.
Microsoft adds new apps to Xbox
Microsoft has announced that 45 new apps will be coming to Xbox One and Xbox 360 before the end of the year. These include Vine and Twitter, the latter of which will be integrated into the console, such that users have the option to see tweets about TV content they’re watching or trending shows.
Foursquare brings ads to Swarm
Foursquare is integrating adverts into its new app, Swarm, to be served to users after they check in. So far, the ads (shown below) are set to be used by a number of brands, including Pepsi, P&G, Hennessy, Volvo and Shell.
Hellmann’s teaches cookery through WhatsApp
Mayonnaise brand, Hellmann’s, has created an app for its Brazilian consumers named WhatsCook, a live recipe service that allows users to speak to experts or professional chefs using WhatsApp. The feature takes full advantage of the ability to send images and videos through the platform.
Listerine is creating a World Cup newsroom
Mouthwash brand, Listerine, is sponsoring the World Cup for the first time this year, creating a campaign dubbed “Power To Your Mouth”. This will see a newsroom set up for the tournament, wherein the brand will create content for Facebook and Twitter based on events, and then bid for ads in real-time, based on which posts receive the most engagement.
World No Smoking Day Vines
Anti-smoking charity, Quit, created a campaign for World No Tobacco Day, with three different looping Vines, each displaying a different demographic group of smoker. Each one ends with the simple line “before this video starts again, another smoker will die”.
Lego embraces social video
Lego has made its first foray into the world of social video, producing a Vine and an Instagram video. Each focusses around a shy ‘mixel’ named Seismo.
IHG and Coca-Cola launch Instagram competition
InterContinental Hotel Group and Coca-Cola have teamed up to produce a summer campaign, which asks entrants to pitch their most creative story ideas in a 15-second Instagram video for the chance to meet Hollywood actor, Josh Lucas. IHG will support the campaign with a set of video kiosks, explained in the below video by Adweek.
Jack Daniel’s creates smartphone photo competition
Jack Daniel’s is asking customers to post pictures of their summer experiences through various social sites, in fitting with a set of weekly challenges. Two prizes will be dished out each week, one chosen by judges and the other by a public vote. The campaign looks to promote Jack Daniel’s Tennessee Honey, aimed at a younger audience than its core product.
Asos celebrates an #EpicSummer with Mastercard
Asos and Mastercard have joined forces to create a campaign dubbed #EpicSummer, which asks twenty-somethings to share pictures on Instagram or Twitter using the hashtag. Prizes include concert tickets and an Asos shopping spree.
Newcastle Brown Ale paying for followers
The UK’s Newcastle Brown Ale is continuing its ‘No Bollocks’ attitude with a campaign that offers $1 to the first 50,000 people to follow the brand on Twitter. Why? Well, why “endure the unsolicited marketing of other beer brands for free when you can endure Newcastle’s unsolicited marketing and get paid?”
Ben & Jerry’s offers ice cream for tweets
Ben & Jerry’s, the ice cream brand, went ‘cruising’ around the streets of Washington D.C. last week, offering free ice cream. All residents had to do was tweet the brand, telling them where they’d like the truck to stop.
— Ben & Jerry’s Truck (@BenJerrysTruck) May 29, 2014
Gatorade trolls Lebron James on Twitter
Powerade asset, Lebron James, was forced off court at an NBA game last week. Rival brand, Gatorade, saw it as an opportunity to further its own interests, with a set of tweets, some of which are shown below.
— Gatorade (@Gatorade) June 6, 2014
@ryanbkoo The person cramping wasn’t our client. Our athletes can take the heat.
— Gatorade (@Gatorade) June 6, 2014
However, it went sour when someone pointed out that James was actually drinking Gatorade, which is the official drink of the NBA. In the end, tweets like the below forced the brand into an apology.
— BODYARMOR SuperDrink (@DrinkBODYARMOR) June 6, 2014
Bashar Al-Assad promotes Facebook posts
Promoted posts from Syria’s president, Bashar Al-Assad, were spotted on Facebook last week. A number of people objected, including The Syria Campaign, which has demanded the network donate any money it received from the posts to Syrian children. The organisation has created the below replica of Facebook to direct people to a petition.
The CIA launches on social
In a story that may or may not be linked to the above, the CIA has launched accounts on Facebook and Twitter. It’s taken a humorous approach, causing something of a Twitter frenzy – the account has amassed almost 600,000 followers already.
We can neither confirm nor deny that this is our first tweet.
— CIA (@CIA) June 6, 2014
Facebook can automatically identify music and TV
For the last year, Facebook users have been able to share how they’re ‘feeling’, or what they’re ‘watching’ or ‘listening to’. The network has now expanded the feature, allowing iPhone, iPad or Android microphones to automatically identify music and TV programmes, which can be shared as updates using the normal ‘listening to’ or ‘watching’ format. Facebook has promised not to retain any data from the system, which is being rolled out to US users in the coming weeks.
Facebook looking to rival online dating sites
Facebook is testing an ‘Ask’ button, which allows one user to enquire into another’s relationship status. Mashable pointed out the button’s huge potential and its significance for the online dating world; with such a huge user base, Facebook could quite easily become a rival to the likes of eHarmony and match.com. The Guardian, however, was much less positive, discussing the likelihood of unnecessary pestering and oversharing.
Facebook rolls out ‘I’m a Voter’ button
During the Indian elections in May, over 4 million Facebook users clicked on a new ‘I’m a Voter’ button. As a result, Facebook is expanding the feature to the EU, Colombia, South Korea, Indonesia, New Zealand and Brazil. It’s already seen success in America, too, where its launch during the 2010 mid-term elections was credited with mobilising 340,000 extra voters.
Facebook changes privacy settings
Facebook has responded to pressure and changed its default privacy settings. Those joining from Thursday will now automatically share updates with only ‘friends and family’, rather than the whole public. The change won’t affect current users, who will be prompted to perform a ‘privacy check up’.
Facebook expands premium video ads to new markets
Facebook is expanding its premium video ads, rumoured to cost $1m per day, to the UK. They could start to appear as early as June, but will be expected to take off in September, during the busy ‘back to school’ period for key retailers, Tesco and ASDA. The ads, which have been available in the US since March, will also be heading to Australia, Brazil, Canada, France, Germany and Japan.
Nielsen Twitter TV Rating to provide demographics
Nielsen’s Twitter TV Rating service now includes demographic information on tweet authors. So far, the data collected varies hugely between programmes: sport skews 79% male, reality 65% female. The youngest audience counted 98% of its members under 35, while the oldest saw 85% over 35.
Pinterest adds third party analytics
Pinterest is launching a new analytics API that will allow select partners, such as Salesforce and Hootsuite, to offer a range of Pinterest business insights. The move will not affect Pinterest’s own in built analytics tool.
Vivid Snap photography app adds new dimension to popular festival
Sydney’s popular Vivid Festival kicked off last Friday, and this year it’s being supported by an extra app in addition to the official guide and planner. Vivid Snap is a photography app that lets users integrate light art into their festival snaps before they share them with their friends.
Tweet of Origin launched ahead of State of Origin game one
Twitter data collected during tonight’s State of Origin match between New South Wales and Queensland will be taken from the Nine Network’s 9jumpin iOS/Web app to generate real-time stats showing which state is getting the most online support. The result of a collaboration between Nine and Mi9, ’Tweet of Origin‘ is drawing data from the #Origin hashtag and representing sentiment in a meter. Up the Blues!
adidas allows customers to ‘Instagramize’ shoes
adidas is allowing buyers of its ZX Flux trainers to customise them with their favourite Instagram photos. The process, referred to as ‘Instagramizing’, is shown in the below update from the brand.
Miller Lite is creating a social TV ad
Chicago-based beer brand, Miller Lite, is launching a TV commercial made up of user-generated content from Twitter. Anyone who tweets a picture using #ItsMillerTime will be eligible for the chance to win $1,000 and a place in the ad.
Budweiser’s social efforts for the World Cup
Budweiser is ramping up its social efforts as official beer to the 2014 World Cup. It’s launching a ‘Rise as One’ microsite to act as a hub for various video and photo content and will also ask fans to vote for their man of the match on Twitter after each game. On site in Rio, there will be a branded hotel, which is set to include an Instagram booth and Facebook studio.
Save The Children launches #Vlog4Good
Save The Children is looking for a new face for its YouTube channel, and is planning to find them through social. Applicants will be given one minute to explain, on video, why they should win the 12 month paid position, in which they’ll be expected to ‘reinvent’ the charity’s editorial approach for the platform.
We Are Social create social viewer for STA Travel
We Are Social has created a campaign for STA Travel, encouraging young Australians to travel domestically. The brand will host a social version of a ’3d viewer’, allowing users to create their own reel from influencers’ Instagram photos and develop a personalised Australian experience.
Holiday request sets Twitter alight
After an innocuous holiday request by security guard, Greg Heaslip, was sent to every employee at Arcadia group, #GiveGregTheHoliday started trending on Twitter. This led to a piece of reactive marketing by Trek America:
— TrekAmerica (@trekamerica) May 22, 2014
He also received other prizes, including a tuxedo. However, he’s decided to donate everything to the Stephen Sutton charity and go to Chessington World of Adventures, as he originally planned – a real-life example of a ‘Good Guy Greg’.
Asos upset Jodie Marsh with ‘man’ Twitter comment
Online fashion retailer, Asos, upset glamour star turned bodybuilder, Jodie Marsh last week, when they used her image to refer to models who ‘look like a man’.
Marsh took to Twitter to voice her anger, referring to the company as ‘bullies’. As a result, Asos has donated £10,000 to an anti-bullying charity and apologised to Marsh. RetailWeek analysed what the ‘fail’ means for brands, including advice by We Are Social’s own Lisa Hardy to ensure that the person in charge of responding on Twitter is adequately experienced for the role.
Velveeta’s Facebook tone of voice wins over fans
Velveeta processed cheese has seen its Facebook page take a slightly odd turn recently, posting what can only be referred to as, errr, ‘cheesy’ updates.
These have led to some unpleasant responses, but the brand has dealt with them well and managed to convert users to its side. It’s a great example of the success a unique tone of voice can bring to a brand.
Outdoor Plus gets Coldplay’s help on Twitter
Billboard company Outdoor Plus saw huge success on Twitter last week, when they tweeted the below to Coldplay. When the band retweeted this to their 12 million followers, the company saw a big rise in reach – a clear example of the power of influencers.
— Outdoor plus (@Outdoor_plus) May 20, 2014
Following on from We Are Social‘s hugely popular Social, Digital and Mobile Worldwide in 2014 report from last week, we’re very pleased to share an even more detailed look at the online landscape around the Asia-Pacific region.
It also turns out that a week can make a big difference when it comes to online data; in the past 7 days, and with the help of some of the 200,000 people who’ve viewed our Global report, we’ve found some even fresher stats to the ones we published in last week’s report.
These new discoveries have had a particular impact on India’s stats, where figures for internet users have changed from 151 million to 213 million. Internet figures for Indonesia have also almost doubled, to 72.7 million.
These changes have had a significant impact on the regional and global totals too, so we’ll begin with a refreshed look at the stats from the very top.
The Global Picture
Following revisions to a number of countries, the number of worldwide internet users now exceeds 2.64 billion, representing global penetration of 37%:
Following our report last week, we also received a number of queries regarding the difference between mobile subscriptions and actual mobile users, so we’re delighted to be able include a new chart comparing the two in this report.
We’ve teamed up with the wonderful team at GSMA Intelligence for this, and they’ve been kind enough to let us share this valuable data for every country in APAC. You’ll find the individual country and sub-region data in the full report , but here’s the APAC picture:
In order to understand the context in which people use mobile devices, it’s also important to understand how people pay for their subscriptions (contracts), and whether they have access to potentially faster mobile data connections.
The chart below offers more detail on both these areas, detailing how many people have pre- vs post-paid contracts, and using 3G as a proxy for the likelihood people could access faster internet if they chose to take out a relevant mobile data plan:
Asia-Pacific In Context
APAC is home to almost 3.9 billion people, accounting for just under 55% of the total world population. The region hosts just under half the world’s Internet users, and 52.2% of the world’s active social media users:
click to enlarge
Although internet user data for a number of countries around the region hasn’t been updated as recently as we’d hoped, APAC has still shown impressive growth in recent months, with Asian countries alone adding more than 150 million new users since our previous report in October 2012 – many of which were in India and Indonesia:
However, internet access is still far from a universal reality around APAC, and penetration rates in some countries remain surprisingly low:
It’s interesting to see how the average number of hours spent on the internet varies around the region too, both in terms of desktop / laptop access, as well as the time spent on the mobile web:
It’s important to note that the figures in the chart above are based on claimed time spent on the internet, rather than on actual traffic. This has two important consequences:
- The data will, in part, reveal the story that people choose to tell about their internet use, rather than the exact number of minutes they spend connected
- However, in a similar way, this ‘claimed’ data helps to avoid over-counting internet usage when someone is connected to the internet, but not actually making use of it (e.g. the browser is open in the background while someone works on another, non-internet related application).
- There may also be some variations across cultures in what people consider ‘internet’ access. For example, someone who streams music through a service like Spotify for the whole day may not consider this ‘time spent on the internet’, even if we could argue the opposite is also true.
2013 was an impressive year of growth across almost every aspect of the social media world in APAC, with chat apps in particular seeing stunning growth thanks to platforms like WeChat, LINE, and Kakaotalk.
We’ve chose to focus on social networks for this report’s data though, as they continue to offer the greater opportunity for marketers.
User figures and penetration rates for social networks still vary hugely around the region, but the overall trend is definitely upwards (note that MAU stands for Monthly Active Users):
It’s worth highlighting that the figures for social media penetration often exceed those for internet penetration, especially in fast-evolving markets. There may be a number of reasons for this:
- Social media stats are almost always more up to date than those for internet usage, largely because they are collected by a commercial entity on an on-going basis and published at least quarterly to help with advertising sales. In Facebook’s case, the monthly active user figures are available in almost real-time.
- Many reports on internet usage and penetration omit mobile internet usage, meaning many mobile-only users aren’t included in the figures (partly because they’re more difficult to identify). In many emerging markets – particularly places like Indonesia or Myanmar – mobile-only use can account for a significant proportion of internet use. People accessing social media through mobile devices will be counted, however, meaning social media numbers are often a more accurate indication of actual internet use and penetration in these markets.
- On the other hand, some people may have multiple social media accounts on the same platform, leading to a slight skew in the data, although we don’t anticipate this is the main cause for the difference between internet and social media usage numbers.
We’ve also changed the way we report user numbers in this year’s report compared to our previous report in 2012, and we now only report monthly active user numbers (MAUs) for any given platform. This ensures a more reliable and actionable data set, and ensures organisations using the data have the most up-to-date picture of people’s preferences and behaviour throughout the region.
Facebook’s MAUs continued to grow across the region over the past year, adding 54 million by January 2014 in Asian countries alone (excluding countries in Oceania like Australia and New Zealand).
China’s Qzone added 25 million MAUs too, meaning that overall growth around the region is somewhere in the region of 80 million new active users – almost 10% growth year-on-year.
We opted not to include chat apps like WeChat, WhatsApp, LINE and Kakaotalk in this year’s analysis for a couple of reasons:
- The way that people use these platforms remains largely one-to-one, so they offer less of an obvious mass engagement channel for brands compared to platforms like Facebook, Twitter and Weibo (although we recongise that this is changing, especially with tweaks to WeChat’s platform);
- The companies who operate these platforms tend not to publish monthly active user figures, and where they do, they aren’t broken down by country, making it very difficult for us to attribute usage by country.
However, for handy reference, the global user figures for each of the region’s largest chat apps are as follows:
- WhatsApp: 400 million monthly active users worldwide
- WeChat (Weixin): 270 million monthly active users worldwide
- LINE: 300 million total registered users worldwide
- Kakaotalk: 130 million total registered users worldwide
We’re pleased to offer time spent on social media for many of the region’s larger economies too, thanks to some great data from GlobalWebIndex’s Active Usage: Time Spent study, which they’ve kindly allowed us to share. You can find out more about this study here.
As with the time spent on the internet chart above, this data is based on claimed usage rather than actual traffic information. This again means that data may be coloured by the story people wish to tell about themselves, but at the same time, it also helps to avoid over-counting time where people have social media open in the background.
Based on our qualitative research, many people keep social networks open throughout the day in a distinct browser tab or tool like Tweetdeck, but do not necessarily spend all that time actively engaging with the platform itself, so the data above should be used in conjunction with traffic-based numbers (where available) to paint a multi-dimensional picture of people’s behaviour.
It’s interesting to explore the above chart in the context of the societal norms of each country too; it appears that the time spent on social media is determined as much by a nation’s culture as it is by the speed or ease of internet access. In many countries where fast internet access is still a luxury, people still spend many hours engaging with social media, highlighting once again that social media are playing a huge part in the growth and evolution of the online landscape in APAC.
However, to enrich this story, it’s worth looking at the infrastructural elements too. Mobile devices play a huge role in Asia’s social media scene, so we’ve added an extra data set to this report to illustrate mobile social access in more detail:
The number of mobile subscriptions in APAC continue to grow steadily in the past 15 months, with Asian countries alone adding more than 200 million new subscriptions since our previous report in October 2012.
Although it’s likely that some of these new subscriptions constitute second subscriptions (e.g. an additional contract for work or personal use), the importance of mobile devices even in the region’s less developed nations highlights the critical role mobile plays in people’s daily lives in APAC.
While it can be tricky to identify the exact number of people accessing the internet through mobile devices, we have identified reliable data for two important indicators that offer valuable insights: mobile broadband subscriptions, and people accessing social media through mobile devices:
It’s particularly interesting to note that the proportion of the population accessing social media through a mobile device is much higher than the penetration of mobile broadband, suggesting that many people continue to access social media through slower mobile connections.
You’ll find this data broken down for each country around the region in the full report.
The Individual Country Story
We’re delighted to announce that we now have social media and mobile data for every Asian country, as well as 4 key nations in Oceania.
Major additions to this year’s report are North Korea and Myanmar, and although the numbers aren’t likely to challenge China’s position as the dominant digital player in the region, it’s very exciting to see how online media are helping to open up some of the world’s most secretive nations.
In particular, Myanmar – or Burma, if you prefer – has surprised us with the sheer speed of growth, particularly when it comes to social media. From a country where Facebook was technically blocked barely 12 months ago, this Southeast Asian country now boasts well over 1 million Facebook users, and is still growing at an impressive rate:
Despite these impressive numbers though, this still represents a social media penetration of just 2% in Myanmar, so there’s clearly plenty more potential for growth as the country continues its journey towards a fully open approach to the internet.
Even mobile subscriptions struggle to reach double-digit penetration, while the internet – albeit based mostly on fixed-line figures – languishes at just 1%.
However, 2014 looks like a promising year for Myanmar’s online landscape, and we’re looking forward to plenty more good news from them in the months to come.
The story in North Korea remains less clear; with the internet still officially blocked in the world’s most reclusive nation, it’s difficult to get a clear picture of what’s going on. However, Facebook themselves state that they now have 8,200 users within the North Asian state, 4,600 of whom access through mobile devices:
It’s unclear how many of these users are actually North Korean citizens though, and we suspect that a significant proportion may be foreign nationals based in the country.
However, the fact that it is even possible for these people to access Facebook from within North Korea represents a step forward compared to the situation this time last year, so we’ll take that as a glimmer of hope for 2014.
We’ve also included data for Timor-Leste, which, although still small in absolute numbers, represents another reason for optimism, given the young country’s recent history.
East Timor’s social media population in particular is growing steadily, with 6% of the population – or 76,000 people – using Facebook at least once in the past month:
As with many emerging economies, the numbers for internet usage in Timor-Leste are far lower than those for social media, mainly because it’s harder to measure the exact number of people accessing the internet.
Many people still access from shared devices in internet cafés or in places of work, and data is often collected by surveys that have taken quite some time to gather, analyse and publish.
Social media figures such as those made available by Facebook are almost real-time though, offering a more up-to-date and accurate picture of the online landscape within these fast-evolving digital ecosystems.
Excitingly, mobile phone subscriptions have already surpassed 50% penetration in Timor-Leste too, meaning many more people now have the opportunity to connect to the internet as soon as affordable mobile data plans become available.
Alongside figures for Australia and New Zealand, we’re also pleased to present some initial figures for Fiji and Papua New Guinea. Both nations play an important role in understanding the broader picture across Pacific nations, and the stories their data snapshots tell reveal some interesting insights:
Fiji already demonstrates relatively strong internet and social media penetration figures, surpassing the regional average in both areas.
Meanwhile, Papua New Guinea still has plenty of potential for growth, with barely 4% of the population using Facebook in the past month. However, with mobile subscription penetration of 42%, it’s clear that Papuans have an increasing digital opportunity, and we’re confident these figures will all grow considerably during 2014.
We’re also pleased to share statistics on mobile social behaviour for all 30 countries in this study, ensuring marketers have a solid understanding of the opportunities to engage their audiences in a variety of settings and contexts – here are some example stats for Indonesia:
As mobile increasingly becomes our predominant means of accessing online services and content, it’s likely that Asia-Pacific will continue to lead the world in defining the future of the online landscape.
The India Changes
Finally, given the major changes in internet user numbers since last week’s report, here’s how the individual country situation looks today:
So there you have it – another week, another bumper collection of stats. Do get in touch if you’d like some help making sense of these numbers, or turning them into part of an actionable strategy.
Be sure to check back to our blog for more updates in the coming weeks too – given how quickly the data seems to be changing, it’s clear 2014 is going to be another vintage year for online growth. We’re already looking forward to next year’s APAC report!
Sources for all the above data are listed in the full report. We’d especially like to thank Tom Smith at GlobalWebIndex and Matt Ablott from GSMA Intelligence for their help in providing data for these reports, and for allowing us to publish their valuable data.
#HipsterSanta approves Sydney’s new Central Park shopping centre
#HipsterSanta has been introduced as a PR initiative to drive awareness and encourage sales at Sydney’s new Central Park shopping centre. While the campaign is supported by traditional OOH media, it is socially lead through Twitter & Instagram channels created by #HipsterSanta himself. Shoppers are encouraged to get involved on Instagram & Twitter by posting tagged photos for the opportunity to win store vouchers.
Holler uses shock value to raise funds for charity
The rules of disruption were changed in Holler’s latest “shocking” activation to raise Christmas money for charity. Flipping the advertising model on its head, Holler let the audience become the disrupters by crowdsourcing electric shocks which were administered to several of their team members. The entire endeavour was streamed live and Holler donated $1 to The Factory for each shock that was sent. Participants were encouraged to socially share the activation to raise awareness. In only 4 hours the team was able to reach their goal of $5,500 – that’s 1,375 shocks per hour. Let’s hope they’ve recovered.
Facebook introduces autoplay for videos
After testing the system for a while, Facebook has begun to introduce autoplay videos for mobile and desktop. Earlier in the week, most users on iPhone and Android received the system, which works as follows: as you scroll past a video, a preview begins to play without sound. If you don’t want to watch it, just scroll past. If you do, you can click for the full viewing experience, including audio. Later in the week, desktop users began to notice the same feature, which Facebook will be continuing to roll out to more and more users.
Facebook release tool for gauging sales
Facebook has launched a new tool for advertisers, allowing them to track users who saw a promoted post and ascertain which of these then went on to make a purchase either online or in a physical store. Retailers can offer Facebook the information they have on customers, including email addresses and phone numbers, and find out which of these have seen a promoted post.
Instagram introduces direct messages
Instagram has added the ability for users to send direct messages. A user can send photos or videos to anyone who follows them, with the two then able to converse underneath the message. If you don’t follow someone, you’ll get a notification to a ‘pending requests’ centre. Instagram announced the changes in a blog post, which included the below video.
Brands have already started using the system, too. Fashion brand Gap sent direct messages to the first 15 people to reply to a message; from these, winners were selected to receive a denim tablet case.
Hyatt Hotels have been sending messages to their fans, too, wishing them a Merry Christmas.
Twitter users can send images in direct messages
Twitter has introduced a few updates to its apps for iPhone and Android, including the ability to send images in direct messages. Messages are also easier to access through a tab at the bottom of the screen, while users can swipe to switch between the ‘Home’, ‘Discover’ and ‘Activity’ sections of the app. For Android only, there is now a star button next to the ‘Follow’ tab, allowing users to receive notifications for whomever they choose, whether it be a celebrity or one of their friends.
Twitter adds ‘Broad Match’ to keyword targeting
A few months ago, Twitter introduced keyword targeting, allowing advertisers to target an audience based on specific words in their tweets, or those with which they engage. Now, the network has added ‘Broad Match’, allowing them to automatically include related terms in the search. Those related words can include synonyms and alternative spellings, as shown in the below image.
Twitter tests ‘Nearby’ screen
Twitter is experimenting with a ‘Nearby’ feature, which would allow users to see tweets from everyone in their vicinity. The below image shows how the ‘Nearby’ screen would work: it’s essentially a map, with a blue icon for the user’s location, below which there’s a timeline of nearby tweets. The locations of these tweets will be shown on the map above.
Twitter reverses ‘block’ button change
Twitter has reversed the changes it made to the ‘block’ button very shortly after their introduction. The new system, which allowed users to RT, follow or reply to those who had blocked them, was met with widespread public disapproval, which Twitter rapidly took on board.
Google+ to serve social ads across the web
Google+ has introduced a new type of ad, called a +Post ad, which will allow brands to promote G+ updates across the ‘Google Display Network’. The ads, which will comprise the ability to +1, comment or share, should serve to greatly extend the reach of branded content on the network, as well as of the network itself.
Live streaming on YouTube
YouTube has announced the ability to live stream, which will be available to verified accounts that are in ‘good standing’. Video manager will contain a button from which account holders can begin a live stream, as well as the ability to launch a Google+ Hangout directly from YouTube.
Kik reaches 100 million registered users
Messaging app Kik has reached 100 million registered users, and is reportedly adding 250,000 every day. The success comes partly due through its anonymity – users go by a username rather than providing their phone number – as well as ‘Kik Cards’, which are basically mobile web applications.
Dunkin’ Donuts hold Google+ Hangout
Dunkin’ Donuts has continued its social media experimentation by hosting its first ever Google+ Hangout. In it, the brand’s executive chef, Stan Frankenthaler, will reveal the winner of a $1,000 prize for a photo submission contest. The campaign, which was itself hosted via social media, asked fans to submit a photo of a recipe to either Facebook, Twitter, Instagram or Pinterest.
Andy Murray gets SPOTY congrats from adidas
British tennis ace, Andy Murray, yesterday capped off a successful year by winning the BBC’s Sports Personality of the Year award. Playing on his reputation for blandness, adidas posted the below tweet about their star’s achievement; to date, it’s received over 13,000 retweets.
— adidas UK (@adidasUK) December 15, 2013
Samsung makes mistake in trying to hush YouTuber
A good rule for electronics manufacturers is not to make products that set on fire. A good rule for anyone who’s heard of social media is not to try and silence someone who’s making a complaint online. Last week, Samsung did both of those things. When YouTube user Ghostlyrich complained about his phone in a video after being asked for ‘proof’ that it was broken, Samsung issued a list of demands he’d need to abide by in order to get his phone replaced. These were to:
delete his YouTube video, promise not to upload similar material, officially absolve the company of all liability, waive his right to bring a lawsuit or other legal complaint, and never make the terms of this agreement public. A witness would also have to sign the form.
Instead of doing so, he decided to make another video, which went viral. The lesson: when people have a legitimate complaint about your product, deal with them fairly.