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This week in influencer marketing news, we examine the penetration of social media usage worldwide, the growth of Snapchat compared to Instagram, Time Inc.’s new mobile video platform “Instant,” and more.
For more great resources, guides, news, and statistics, visit our influencer marketing industry blog to see recent posts on how brands partnered with social media influencers to reach audiences at VidCon 2016, why airline brands like Qantas and British Airways are collaborating with top Instagrammers, and how brands can achieve huge ROIs by advertising with Facebook video. We also created a comprehensive Snapchat timeline to help marketers understand the app’s evolution and published an original case study on Adidas’ #MyNeoShoot Instagram influencer campaign.
A recent eMarketer study pegs the number of people who will regularly use social media at 2.34 billion, or approximately 32% of the global population. The research firm claims that new social media platforms and increased internet access (particularly through mobile devices) will help drive growth in the coming years, though because Europe and North America are nearing saturation, these markets will experience slow or stagnating growth rates.
Time Inc. announced the launch of “Instant,” a new mobile-first video platform, at this year’s digital video conference VidCon. According to People Magazine, the new platform will regularly publish “bite-sized” content from top YouTubers, Instagrammers, Snapchatters, Viners, and stars from livestreaming platforms (like YouNow, Live.ly, and Musical.ly.) in addition to influencer-related news and ads that will run between short video clips.
Related Post: The 5 Different Types Of Influencer Marketing Campaigns
Since it launched in 2014, the app Musical.ly has attracted over 100 million users by letting music lovers make “music videos” as they lip-sync along to their favorite songs. Now, the app’s new livestreaming service, Live.ly, has skyrocketed to the top of the app store with over 500,000 downloads in its first week (Tubefilter).
Marketers take note: the success of Live.ly (as well as platforms like Periscope and Facebook Live) is a sign that livestreaming video could very well be the “next big thing”.
In the battle between Snapchat and Instagram, the former seems to be pulling ahead. According to Jumpshot, an analytics firm, Snapchat now attracts 25% more new users worldwide than Instagram, and in the major Western markets (the United States, The United Kingdom, Brazil, France, and Germany), Snapchat is growing at an astonishing 63%–76% (Adweek). For brands looking to reach large audiences, Jumpshot’s research makes a compelling argument: Snapchat advertising is the way of the future.