You may not be aware, but podcasting has seen a big increase in popularity over the past few years.
According to Edison Research, podcast listenership grew 23% between 2015 and 2016, while 21% of all Americans now listen to podcasts on a regular basis. For comparison, 21% of Americans use Twitter – so the same amount of people tweeting are listening to podcasts, yet I’d hazard a guess that no where near as many businesses are using podcasts for marketing as they are tweets.
Snapchat’s parent company Snap Inc. has seeded a flurry of announcements this week, in what may be a pre-emptive push ahead of their first earnings announcement.
And there’s a heap of interesting angles for social media marketers – here’s what’s been reported and/or announced, and what it could mean for your business.
In a recent session on Facebook’s News Feed algorithm and how it works, News Feed VP Adam Mosseri noted that one of their key areas of focus for News Feed moving forward will be discovery and helping users uncover more relevant information from Pages and people they don’t follow.
As explained by Mosseri:
“We want to a better job helping people learn about stuff that they might not even know exists yet, but they would love or find interesting or meaningful in their lives”
New social media platforms and options seem to pop up nearly every month, and for each new platform attracting thousands of users, there needs to be a marketing strategy tailor-made to reach these segments. But the trouble is, every platform has different requirements and strategies that work to reach your customers - Instagram's focus is on photos and videos, Twitter limits you to 140 characters. There can be a lot of different elements to juggle once your social media deck gets stacked up.
On one hand, this is great, because it allows for a broader reach across several channels. But a formidable challenge can quickly present itself: how does a company keep the consistency of its brand in the face of all these different platforms?
Twitter data can unlock a range of powerful insights – right now, tweet insights are used to track earthquake activity, to predict crime, to monitor flood damage to better focus relief work. The power of Twitter’s real-time stream is far more significant than most realize. Yes, the platform's great for tweeting about the latest TV show or sharing memes, but there’s also a key, functional value in tweets, a utility which takes it beyond those surface behaviors.
That value is significant, and can be of great benefit to those businesses that are able to tap into the stream and identify the key data points. The challenge is in just that – identifying the signals amidst the noise – but as the noted examples show, the value is there.
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