Media Switch Up

[mymediaswitchup]

Picture Perfect: Instagram

I have to admit, when it comes to social media, it can be difficult for me to try something new. I was in undergrad when “TheFacebook” burst onto the scene. Yes, I signed on the social site when it still had “The” in its name and only college students could log on. My, how times have changed!

A few years later, Facebook purchased a start-up photo-sharing site called “Instagram” for a measly $1 BILLION dollars. That happened in 2012. It’s now 2020... and I have yet to post a photo on the app.

Don’t get me wrong, I think Instagram is great and I do have an account. I just find it difficult keeping up with the social media platforms I usually use. Then, there’s my paranoia about security...

Personal feelings aside, I thought I would take a moment and break down what makes this platform so popular. 

What is Instagram?

Instagram, which launched in 2010, is a free photo and video sharing app. Users can like, share, and comment on posts. It is entirely visual and has grown immensely.

One billion people use the site every month and 63% of Instagram users log on at least once per day. Americans are the largest audience with 116 million users, but a majority of users come from countries around the world. Thirty-five percent of American adults use the platform and it is the second most used social media platform among teens, behind Snapchat. Seventy-five percent of 18-24 year olds use the platform, compared to 47% of 30-49 year olds. 

What Makes Instagram So Popular?

There are several reasons why people enjoy using Instagram. It lets users quickly find what interests them using hashtags, creating a sense of community. Instagram is considered a “mobile-only” platform, meaning videos are meant to be uploaded using a phone on the go. But users can post via a computer too, with a quick workaround.

The app also has Instagram Stories, which is a fullscreen visual format that disappears after 24 hours. It allows users to take viewers through a moment in time. Users can also add stickers to help tell the story. 

In 2018, Instagram branched out and created another application called “IGTV”. It’s exclusively for sharing long-form videos. While Instagram only allows for videos up to 60 seconds, IGTV videos can be up to an hour long. 

How Brands Use Instagram

Instagram is a great way for brands to engage with audiences. In fact, 200 million Instagrammers visit at least one business profile daily. Fashion brands tend to dominate on the platform, followed by athleisure, cosmetics, auto, & food. I think this makes sense because of the visual possibilities.

I personally like scrolling through my feed and seeing stunning travel photos, from brands like National Geographic.

Businesses also make use of Stories to bring in customers. One out of three most viewed stories on Instagram come from businesses.

Of course, there’s also the rise of the Instagram influencer. Brands will pay influencers, on average, between $100 to $2,085 per post featuring their products. I can’t be mad at that...

Brands must be able to sell themselves by being master visual storytellers. The content must make busy Instagram users stop, stare, and engage with them.

Final Thoughts

Ten years since its humble beginnings, Instagram has proven to be an app that constantly evolves. It’s a go-to platform for the younger generation which makes it a perfect place to promote a brand. 

I will eventually post a picture, but for now, I enjoy being able to connect with friends and family, while checking out the occasional cute #instacat picture.

[mymediaswitchup]

Nextdoor: The Neighborly Platform

When my husband and I moved into our first home, we were both excited and overwhelmed. Excited by the fact that we were finally homeowners, and overwhelmed over the major responsibility that homeownership brings. This felt like the ultimate form of adulting...

We met our friendly new neighbors who pointed out the best parks and places to shop. Soon after that, one of our neighbors sent me a link, inviting us to sign up on Nextdoor. 

Nextdoor is a good resource to have, but it’s not the type of platform that I would visit for entertainment or news. So, I don’t log on regularly or for a long period of time. However, it is unique in several ways...

What Is Nextdoor?

Nextdoor is a hyper-local social networking site that encourages communication between neighbors. Founded in 2010, it has 10 million registered users in 11 countries. The platform is used in 260,000 neighborhoods and is valued at $2.16 billion.

In order to join, you have to verify that you live in a neighborhood registered on Nextdoor. You’re also encouraged to post an introductory message, which starts a conversation with your neighbors.

Nextdoor is kind of a mix between Pinterest and Facebook, but it has a more utilitarian purpose than other social platforms. When you first log on, the site asks you to choose topics you’re interested in, which is similar to Pinterest. You’ll be able to quickly access those topics from the home page. 

The home page operates similar to a news feed, like on Facebook. On the left, there is information specific to your neighborhood broken up into sections (i.e. events, businesses, safety, real estate, etc.). The only difference is that users can only “thank” or “comment” on posts. Below is an example of the news feed (I blocked out any identifying names or locations).

You can view posts about everything from business recommendations to community bulletin board information.

You also have your run-of-the-mill lost and found posts about cats... and chickens?!

Yes, this post about a lost chicken showed up on my actual news feed...

Who Uses Nextdoor?

Nextdoor is available for anyone with a verified address. If your neighborhood isn’t listed, you can add it and become a Founding Member. Nextdoor Leads are neighbors who are granted more access to make the neighborhood run smoothly on the site. There is also a directory where you can see other neighbors and their streets, so you can send a message.

Safety and Lost & Found seem to be popular topics that people discuss. There are a range of other areas of interest, from animals and hobbies, to schools. Though you can post video (about 50MB), I haven’t seen posts using anything other than text and photo. 

How companies use Nextdoor

Nextdoor is a great way for local businesses and chains to promote their products/services. One in four households are on the platform. Seventy-six percent of members say they’ve been influenced by a recommendation on the platform. With those stats, it’s no surprise that I saw businesses of all types on my feed in creative ways.

Many of the smaller businesses seem to get promotion via word of mouth recommendations. However, larger companies also made a mark by paying for ads. The site offers several formats, including native video and email ads. Below is an example of an ad from Wayfair that blended in with the news feed.

Other promotions weren’t so subtle. For example, when I looked at a map of my surrounding area, I was able to see where Walmart and Sam’s Club were located (pic below).

Final thoughts on Nextdoor

Nextdoor is a great way to find out about what’s going on in your neighborhood and surrounding area. It’s also helpful to get direct word-of-mouth recommendations. For this reason, I like that Nextdoor isn’t just open to anyone. 

The site has been the subject of controversy and can sometimes attract unneighborly behavior. There’s even a (cringe worthy) Twitter account dedicated to highlighting this. Despite these issues, Nextdoor has proven to be helpful, especially, when it comes to connecting with different agencies, like law enforcement.

Overall, Nextdoor seems to work if you’re trying to stay connected with those who live close by and want the same goal as you, to build a better place to live.

[mymediaswitchup]

Tuning into YouTube

Last year feels like a different era. It was a time when we could actually plan family vacations without the worry of social distancing. It was also the time when my family decided to go to a place where keeping social distance seems virtually impossible... Disney World. 

Even though I was excited to go on the trip, I found the planning process to be a bit overwhelming. It was almost like a second job figuring out details, from choosing the best hotel, to waking up early just to schedule ride times (yes, that’s a thing)! All of it was enough to make my head spin...

There was one place I turned to as I was planning, that gave me a sense of comfort. That place was YouTube! The online video sharing site featured several “vloggers” who regularly posted helpful tips and tricks about the Disney theme parks. I was thankful to have a platform to turn to during my many moments of uncertainty.   

I didn’t use YouTube regularly prior to trip planning. I normally associated it with music videos and tutorials. But, I realized how valuable it was when I wanted to learn more about a specific interest or a brand. As it turns out, I’m not alone. 

Who Uses YouTube?

Just about everyone goes on YouTube. In fact, 73% of U.S. adults use the platform. More than two billion users log on each month. Users watch over a billion hours of video and generate billions of views. More than 70% of YouTube viewership happens on mobile devices.

Simply put, YouTube is a great way to watch just about anything that interests you, especially since it’s free to use. It’s the second most preferred platform for watching video on TV screens for 18-34 year olds, after Netflix. Anyone with a Gmail account can post content on YouTube. So much so, that 500 hours of content is uploaded every minute! There’s no reason to get bored while browsing the site.

Many of the channels on YouTube post videos in a language other than English. Additionally, a small number of content creators (10%) account for the majority of videos posted (70%) and a majority of viewership (79%). This was a surprising fact!

A YouTube homepage allows users to see recommended videos based on interests and videos from subscriptions. By subscribing to someone’s channel, you’re able to see content that they upload as soon as it’s published. You can also like, comment, and share videos on different social platforms. This makes it easy to gain visibility and build engagement on and off YouTube, which is why brands from all industries post content on the site. That, and you can be paid to post on the platform through the YouTube Partner Program.

How Brands Use YouTube

Many brands, like Disney, create videos to fit the platform. For example, the company created a retelling of “The Lion King” (one of my favorite movies), in Emoji form, just for YouTube (video below). Additionally, the brand breaks down its videos in sub-channels based on various interests.

Many other brands use YouTube as a way to engage with audiences with long form videos or “vlogs”. Some brands, like GoPro show off user-generated content on its channel and encourage consumers to share content involving their products. Brands also use the opportunity to “peel back the curtain” and give viewers a behind-the-scenes look at the company. 

YouTube is a great platform for content marketing, and attracting potential consumers to a brand before they make a purchase. This is how I made many of my decisions ahead of my trip.

Other Facts About YouTube

I found it interesting to learn that videos aimed at children, especially those featuring children under age 13, were very popular on the platform. For example, a channel called Ryan’s World (formerly Ryan ToysReview) is the highest-earning YouTube channel. The channel’s star, Ryan Kaji, is only 8 years old and makes about $26 million a year. This makes me wonder what I’ve been doing with my life!

YouTube also has an app called YouTube Kids, which provides content for children under 13. There are also dedicated channels for music and gaming.

Overall, YouTube is a platform that provides a treasure trove of content to keep everyone entertained, inspired, and informed. A downside would be navigating through negative content. YouTube has strict guidelines, but sometimes they are not followed. Another downside is having to deal with ads before many videos. But the ads are short and hey... it’s the price you pay for free content.

I look forward to exploring more of what YouTube has to offer. It will continue to be my go-to platform for vacation planning, when we’re finally able to go out and about again.

[mymediaswitchup]

What’s up with WhatsApp?

These days, I find myself reaching out to my family more than ever. I’m always appreciate our conversations and their unending support. My frequent contact with them also showed me just how much they like to socialize... and that’s a lot.

This pushed the need for a platform that we can consistently have conversations, and make sure no one feels excluded. Group chats via text weren’t working, since only 20 people were allowed to join. My aunt soon insisted we use “WhatsApp”.

I don’t use WhatsApp as much as my other family members and haven’t incorporated it into my daily routine. I check it maybe once or twice a week to see what my family is up to. I’m used to checking text message group chats. By the time I open WhatsApp to look at my family’s group chat, it takes a while to get fully caught up on their thoughts, feelings, and discussions about everyday life. It’s an endless scroll of words, pictures, and video. This sometimes feels like the beginning of a Star Wars movie...

What’s Up with WhatsApp?

It wasn’t until I started using WhatsApp that I began seeing how useful a tool it is. The mobile messaging app boasts about 2 billion (with a “B”) users worldwide. That’s very impressive! Facebook bought the app in 2014 and it’s completely free to use (either for chats or calls). The platform offers privacy, with end-to-end encryption. This means WhatsApp and third parties can’t read or listen to conversations. It’s a straight-forward platform that’s not overly visual. 

WhatsApp is more widely used outside the United States. India is the country with the largest number of users, 340 million. Overall, it’s used in 180 countries. 

Getting started is fairly simple. I was able to import my contacts from my phone into WhatsApp. From there, I can make a profile, including a bio. The cool thing about WhatsApp is that you can have a group chat with up to 256 people! This may be over-excessive for my family, but perfect for fan groups. 

Who is using WhatsApp?

WhatsApp is mostly popular with younger adults. In the U.S., 44 percent of adults 18-24 use the app, compared to those aged 25-29 (31 percent) and 30-49 (26 percent). One in five U.S. adults use WhatsApp.

WhatsApp also has a focus on businesses, with WhatsApp Business. It’s a standalone app that allows small businesses to connect with customers. Businesses can set a greeting and away message, as well as quick replies and status updates. There’s also an option to make a short link, so businesses can promote their page. Though its great for fast, two-way communication, a downside is that the app is not customizable to the business.

Snapchat on WhatsApp? Yes, please!

Though the platform doesn’t offer too much in the way of engaging with the user, it does take a page out of Snapchat’s book with the “WhatsApp Status.” Instead of just a boring “away” message, you can post a video (up to 45 seconds) about what you’re doing. The cool thing is the status remains for 24 hours, before disappearing!

Final Thoughts

Overall, I think WhatsApp is a great way to connect with family, friends, and small businesses. I like to use it as a free way to connect with people, especially those who don’t live in the U.S. However, I have a feeling we’ll soon see ads on this platform, which may or may not change the experience. For now, it’s great as an instant communication tool. I’m glad that it gives my family a space to share, debate, inspire, and post random thoughts.

[mymediaswitchup]

Pinning down Pinterest

Since the coronavirus pandemic forced much of the country to stay at home, I found myself cooking more than usual. Anyone who knows me knows that this is a big deal! I tend to look at cooking as more of a chore, than a preferred hobby. My go-to meals are simple chicken or pasta dishes.

However, when I realized I needed more ideas, I reached out to a pro... my mother-in-law. Her homecooked meals are-- in a word-- divine! After she did a happy dance over my budding curiosity about cooking, she gave me some initial advice and suggested I turn to one of her main sources of inspiration, Pinterest.

The Big Deal with Pinterest

I never had much of an interest in using Pinterest before. I have an account, but didn’t really take advantage of what the platform had to offer. However, there are many people who do... 335 million users or “Pinners” to be exact. It’s the third largest social media platform in the world and free to use. Pinners use the platform mainly for inspiration. They can pick up ideas on everything from weddings and fashion, to home decor and recipes. 

As you can see, Pinterest is all about visual representation. Pinners use “boards” to view various topics. In fact, Pinterest curates a board for you based on your interests, when you first sign on. I think it’s a great way to get started on the platform, without feeling overwhelmed.

When you click on a “pin”, you’re able to see more details and can go to the URL where the information originated. You can leave a comment or ask a question about the pin. You can also save the pin to a personalized board to help organize your ideas.

Women prefer to use Pinterest more than men. Eighty percent of women ages 18-64 with children are Pinners. More than half of users are college-educated and more than half live outside the U.S. I also found it interesting to learn that Pinterest is the only social media platform to allow a search by image.

I like that you can “follow” friends and family, and get access to their boards, unless it’s private. So, I can follow my mother-in-law and get recipe ideas from her boards fairly easily. I’ll be a cooking pro in no time and she’ll be so proud!

Who else is a Pinner?

There are numerous brands on Pinterest. From big name brands like Target and The Container Store, to small photography businesses. News organizations like Buzzfeed and CNN also have a page. Basically, if you have something visual to show, this is the platform for you! That includes photos, videos, or even quotes. Pinners can also “follow” brands, the same way they follow individuals.

The brands use their pages to promote products or services. For example, Target (below) has an activity board, a community page, and shop page. This makes it easy for the user to find what they want and the business to cross-promote. I also noticed that ads are cleverly integrated onto boards for a seamless appearance. The only difference is a “Promoted by” label at the bottom of the pin.

Overall, Pinterest is an amazing platform for creatives and those looking for some inspiration. However, it’s not a platform that I see the average person checking constantly throughout the day like Twitter, Facebook, or Instagram. There’s no organic way to socialize beyond sharing pins and leaving a comment. But honestly, that may be for the better. I see Pinterest as a much-needed caffeine boost in the social media world. It’s something to put a smile on your face and find some inspiration. I think that’s something we can appreciate now, more than ever.

[mymediaswitchup]

Exploring LinkedIn

Hey there, and welcome to my first Media Switch Up blog!

I wanted to use this post and give some shine to LinkedIn. Launched in 2002, it is (by far) the largest social media platform for professionals. Despite its growing popularity, this is not an app that I choose to use on a regular basis. In fact, I don’t really check LinkedIn unless I’m looking for a job or trying to connect with current and former coworkers. However, I do find it ironic that I have a Premium account for this platform. I got pulled into the free trial and forgot to cancel.

It is NOT cheap and I plan to cancel it. But I’m getting off topic...

HOW POPULAR IS LINKEDIN?

In a short answer, VERY! LinkedIn has 690 million users worldwide. That’s pretty impressive. It’s also worth noting that 45% of LinkedIn users make more than $75,000 a year, and half of users have some type of college education. 

I found it interesting that only 57% of users on LinkedIn access the site on a mobile device. That seems very low, especially when you compare it to sites like Facebook and YouTube. LinkedIn is considered helpful when you factor in buying power. Fifty-two percent of buyers say LinkedIn has the most influence on their research process before making a purchase on a product or service. WOW! This makes sense since the nature of the platform is typically free of the opinion posts that you’ll find on Facebook or Instagram.

USING LINKEDIN

LinkedIn allows users to post text, photos, and short videos. Character limits vary, depending on what you’re typing. The majority of posts I’ve encountered tend to be inspirational or aspirational, help wanted messages, or excerpts from professional blogs. 

Most major companies are on LinkedIn. They use the platform to help increase visibility for their brands or to recruit new hires. Individuals use LinkedIn as a way to connect with mentors and colleagues, and to be encouraged.

LinkedIn also hosts “LinkedIn Learning”, which is an amazing way to show its unique value in the social media world. You can learn just about any skill through various courses. This is a paid service, but premium members can have access through their membership. The premium membership also provides InMail points, which allows you to send messages to recruiters or high-profile users.

In all, LinkedIn is a pretty cool social media platform. I do wish that it provided more of an interactive experience (outside of LinkedIn Learning). This would encourage users to keep coming back and would help to increase engagement.