Social Platform Cheat Sheet printable pdf download

Social Platform Cheat Sheet

* Updated May 2016

Prioritizes quality video/photo

Where people go to “create

Mobile app; expiring images

Reach more than 234 million

Most established social

Very well established w/

Owned by Twitter.

content that looks and feels

their own future” and

& videos, 24-hour

engaged and passionate

Started by a high school

Owned by Google. 2nd

strong ad products &

channel; broad reach in

Launched the short-form

like those organically using the

“discover, save, do.” Updates

Live/Sponsored Stories,

users through a flexible

Need to

most popular search

dropout; now owned by

potential for wide reach,

US & global. Very

platform. Explore new content,

to search are indicative of a

video craze. Very

Discover tab.

programmatic platform.

Know

engine. 6 billion hours of

Yahoo. Blogging platform

advanced targeting; paid

though audience is more

topics and users within the

focus on the “Discover” portion

influencer driven. Nearly all

10 Billion video views per day;

Target audience by interest,

video viewed per month.

for the creative set.

platform catered to users

of the platform. 80% of usage

positioning itself as full-service

location, and specific

ads necessary.

niche.

mobile.

interest.

happening on mobile.

messaging platform

communities.

Everyone, with a majority of

Over 45% of the users are

"86% of demo between

53% M/ 47% F

A fairly wide audience,

Teens and Millennials. 56%

Millennial users living in U.S.,

Everyone. Especially

from overseas and, while

Early adopters,

13-34 years old; ~50/50 =

54% from the US and 46%

with pops in:

users are 18-34.

Who’s On

India & Brazil.

Millennials (72%),

Millennial parents,

women still dominate the

Millennials and teens.

US/International

are International. US

Tech, Marketing, African

Popular amongst the

However, teens are using it

GenX (58%), and

millennials, teens.

platform, men are the

Hardcore content

users spend over 13

American, Entertainment,

fashion, art, entertainment,

less, and differently (more for

teens 14-17 (81.9%)

largest growing

creators.

Over 100MM daily active

minutes on the site with

Politics

food & creative set.

networking)

demographic.

Snapchatters

each visit (on average.)

N/A -

Tumblr tracks audience

Est. 200 Million Vines

MAU

1.51 Billion

310 Million

1 Billion

400 Million

100 Million

based on blog network &

200 Million

234MM unique users

watched

dashboard

Many are spectators rather

than active participants,

Aspirational content curator

Showcase their daily lives in a

Platform is primarily for the

discovering content, articles,

Go-to social network for

that helps users plan for their

Curating & creating content

Consuming &

unique and artistic way.

1:1 photo/video messages

sharing of interesting and

& news, though participation

many demos. Browsing the

Watching videos,

next life phase.

that provides a window into

sometimes creating fun,

Discover other brands/users

that expire after 24 hours.

noteworthy content. Users

has increased with the

feed; keeping up with friends;

uploading videos,

their personalities, interests,

How People

interesting 6-second

that resonate with personal

Daily storytelling to friends

are able to vote up

introduction of the algorithm.

sharing news/photos; sharing

following video creators

Discovering new things &

etc. Riffing on pop culture,

videos. Following

Use It

interests. Become content

via 24-hour “story” feature.

content. And commentary

Others use it for 1:1

& discovering content;

(now celebrities in their

products; getting inspired;

trends, humor, etc.

influential content

creators by consistently

Access publication sourced

is contained within reddit

planning events. Also used for

engagement with friends,

own right).

planning their lives and

Following others who inspire

creators.

inventing ways to utilize the

stories

threads. Great community

peers, celebrities & brands.

customer service.

purchases.

them.

platform with hacks.

for discovery.

Lots of customer service

inquires.

Publish high quality visual

Share high-quality video and

Showcase exclusive,

Launch authentic

Businesses currently create

content, often an extension

Real-time participation in

Distribute TV commercials

photo creative showcasing

Maintain branded Tumblr

behind-the-scenes

discussions with the

2/3 of platform content.

cultural events. Publish high

and other video content,

the brand or product in

of brand campaigns. Elicit

page & curate experience

content, which should

Reddit community in

Publish high quality content

Creating 6-second videos -

quality visual & text based

and create unique web-

unique/innovative ways.

action (social engagement,

through reblogs & original

be entertaining and

order to build awareness

with rich, keyword focused

one-off’s or, increasingly,

content. Ask questions & have

based content including

Engage with audiences by

clicks to website, video

content. Engage with

spontaneous. Work with

and alter brand

How Brands

descriptions & vertical

whole storylines in 6-sec

1:1 conversation with

Virtual Reality, Live

utilizing and viewing

views, etc.) from fans &

Tumblr influencers. Brands

influencers to engage

perception. Target

Use It

imagery. Integrate Pinterest

episodes. Leverage

non-fans. Can do very

consumers & influencers. Host

Streaming, and

hashtags. Leverage

can also drive awareness

fans.

relevant subreddits in

button on website & optimize

influencers to create brand

robust demo & interest

Twitter chats & parties.

360°video. Leverage

influencers to create UGC

through Blogless Sponsored

order to build relevance

web content, Create rich &

content.

targeting. Increasingly as a

Respond to customer service

influencers to create video

content increasing reach

Posts (branded Tumblr page

Buy 3V Ads, integrated

and incentivize the

promoted pins to make

inquiries.

content.

and awareness of the

sounding board for

not needed).

into content on Live and

community to take

content more discoverable.

brand/product.

customer service.

Discover.

action.

Standard Video, Live Video,

140 character limit Text-

Strong visuals - artistically

Vertical visuals with links back

Photos, videos,

Text, photo, quote, link,

360 degree video, strong

based, image content,

created, specific look & feel

to brand site & keywords for

drawings, emojis,

chat, audio, video. Photos

Photos, videos, text,

Content Types

visuals (print quality) with less

videos, live-stream content &

Short & long form video

with “filters”

search in descriptions, Buyable

6-second videos

stickers, text,

and GIFs tend to perform

and links.

than 20% text on image; link,

GIFs. Conversational ad units

Looped video up 60 seconds,

pins, Cinematic pins, How-To

audio/video notes,

best.

carousel, and canvas ads.

that encourage social buzz.

link and carousel ads

pins, & Rich pins

audio/video calls

Yes –Sponsored Blog & Day,

Yes - Sponsored Headlines

Yes – Leverages Facebook

Yes – Robust with Buyable

Paid

Yes – Discover, Stories,

Yes - Robust

Social Platform Cheat Sheet

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