#mediaswitchup

[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]

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. 

[krr62]

Tumblr Media Switch Up

[jessryanthoughts-blog]

Module 6: Media Switch-Up - Twitter

To improve my organization’s digital media strategy, I decided to resurrect our old Twitter account. While it was not as exciting as resurrecting Elvis Presley from the grave, it was probably the most exciting to happen to my team in awhile.

Prior to me taking the position in July 2017, my predecessor made the ingenious decision to link our Facebook and Twitter accounts together. More importantly, they made another fantastic decision to not give any team member the password before they left the position. Luckily, due to hours of watching Dateline and lucky guessing, I figured out the password and voila! I finally had access to this account.

Our Twitter was in the social media vastland before I decided to fully commit to updating it. I first took the the head-on approach by simply updating our Twitter with news articles, important announcements and occasional retweets. This method, however, did not meet my desired impressions.

So what is a social media manager to do when times are tough? Steal ideas from social media experts of course! I read multiple articles on the topic including Sprout Social’s tips on increasing engagement and using Twitter Cards. I even tested some live tweeting after my boss informed me of a “crisis” today in The Netherlands. The emergency phone number (112) was temporarily down, and the Dutch police were finding quick solutions to intercept emergency calls. This was an opportunity to not only inform our audience about the issue but to experiment on how to do timely updates on Twitter. In short, tweeting can be quite engaging and fun when passing along the news.

As I am trying to figure out the Twitterverse, I think there is some news value in the platform. According to Omnicore Agency, Twitter is a powerful platform for livestreaming events. Furthermore, according to the numbers, 85% of small and medium business users provide customer service on Twitter. While I am not confident that we can have the same customer engagement as Facebook, I think our Twitter strategy is to engage with other Army organizations. Twitter is a way for us to communicate, engage each other and do more than the occasional what’s up?

I will continue to devise a strategy in order to effectively use the platform. Because I like stealing ideas from other accounts, I should probably take some tips from brands like JetBlue and Major League Baseball since they are considered the best of the best on Twitter.

[jessryanthoughts-blog]

Module 2: Media Switch Up: LinkedIn

I set up my LinkedIn profile in 2010 as I was on the job hunt. At the time, I did not have much luck with LinkedIn, because I did not get feedback from recruiters. After I landed a job, I merely updated the profile when necessary to keep my online resume current. 

Full disclosure: The main reason why I never utilized LinkedIn as much is because my line of work has a very specific hiring process through USAJobs.gov. Applying for jobs in the U.S. federal government is a very peculiar process where everything you are taught in school (i.e. being creative, doing something to stand out) does not lead to favorable outcomes. I essentially see USAJobs.gov as a game between me and a Civilian Personnel Advisory Center employee where I wear my lucky sweater in hopes that said employee is in a good enough mood to ensure my resume is placed on a top of a metaphorical pile of resumes. 

Because of my trials and tribulations with USAJobs, I, perhaps, did not want another system to lower my self-esteem while job hunting. This is probably why I hardly use LinkedIn. However, for the purposes of this assignment, I decided to log into my account and fully understand the platform’s functions. What I discovered is that many of colleagues and professional contacts utilize LinkedIn like Facebook with its news feed feature. People are uploading content such as professional achievements, opinion pieces and portfolio examples. To engage with the content, I referred to Gary Vee’s video on the supposed top LinkedIn strategy (see below). He advised to utilize LinkedIn by producing content and engaging with it meaningfully. He encouraged people to make posts with actual substance. Instantly, I took his advice and left thoughtful responses to people’s posts that went beyond the go-to thumbs up. From what I noticed, if someone wants an online domain to brag about their professional accomplishments, LinkedIn may be one of the few places where you do not appear so self-absorbed. 

In further research, I found some interesting data about LinkedIn. According to Omnicore, over 70% of LinkedIn users are from outside the U.S. Moreover, only 23% of millennials use LinkedIn. The platform is also the top social media for B2B marketers. After learning these surprising facts, I decided to delve more into the platform and how companies use it. For example, I found the U.S. Department of Defense’s page and reviewed the types of content on its news feed. What I learned is that people like engaging with the content even though it may feel repetitive to what’s on Facebook. After this analysis, I considered the possibility of pitching the idea of creating a page for my organization and using it as a professional development platform. Even though many people will use Facebook for those purposes, I thought there is a perception that posting content on LinkedIn appears more professional than on Facebook. In other words, it is more sophisticated and classy. 

In sum, this assignment opened my eyes to LinkedIn’s features. Now it’s time to update my profile.