Bob Hutchins Founder/CEO, BuzzPlant
Posted on August 2nd 2014
In the world of digital marketing, size isn’t everything.
While Instagram might not be the biggest or the most trafficked social media site (though a #7 global slot isn’t bad), it is the fastest growing social media platform. And, the way things are shaping up on Instagram, there’s no sign the platform will be slowing down. Here are a few figures to chew on….
Instagram Growth Stats
- 23% growth in active users between Q2 and Q4 2013. (Runners up – to show you how far Instagram is outpacing other platforms – include Reddit at 13%, LinkedIn at 9%, and Yammer at 8%.) (source)
- The platform boasts more than 200 million active users.
- More than 65% of whom are outside the U.S.
- Over 20 billion photos have been shared.
- There are 1.6 billion likes daily.
- 60 million photos are shared per day (on average).
With Instagram, the question isn’t should you market? It’s when will you market? To give you some inspiration, we’ve put together a list of some of Instagram’s recent movers-and-shakers, which we discovered via Totems, an Instagram marketing and analytics company. (more…)
SUSAN WOJCICKI BUILT GOOGLE INTO A $55 BILLION ADVERTISING GIANT. NOW SHE’S RUNNING YOUTUBE. HER JOB: DO IT AGAIN.
When Susan Wojcicki took over YouTube in February, she received almost as much unsolicited advice as there are YouTube videos. One open letter not-so-subtly pleaded with Wojcicki, ”So please, I’m begging you, please, please, please, don’t f*** it up.”
“There were lots of letters, public letters,” says Wojcicki when we meet in her office in mid-June at YouTube’s San Bruno, California, headquarters. “‘Open Letter to Susan Wojcicki.’ ‘Do These Five Things.’ There were videos from creators.” Even her family got in on the act. “My mom is a high school teacher, so she would tell me, ‘Oh, the students liked the video you posted today. Oh, the students didn’t like the video that you posted today.’ As though I, personally, posted a video!” she says, laughing.
Her four kids gave her a YouTube crash course. “I was just starting to get to know a lot of these videos, and they’d be like, ‘Oh, no, Mom. That video came out like six months ago.’ And then they would go on about the whole backstory of this content and this creator. I didn’t know how much time they were spending watching YouTube.”
The ambush of advice was, she admits in her amiable way, “a little overwhelming.” Wojcicki, 46, is a consummate insider–she’s Google employee No. 16–and a publicity deflector who isn’t used to being in direct communication with a fan base as vocal and passionate as YouTube’s. “She doesn’t optimize for, ‘Hey, I did something that would be a great article, I did this amazing thing,’” says Twitter CEO Dick Costolo, who worked with Wojcicki after Google acquired his startup Feedburner in 2007. “On the surface, you might not see her as the archetype for a leader because she’s so nice,” adds AOL chairman and CEO Tim Armstrong, who also worked with Wojcicki at Google. “But underneath it, she’s a real fierce competitor.” Costolo calls her “the most understated operations executive in the Valley.”
Her skills as a leader and operator are going to be tested at YouTube like they never were during her 15-year career at Google. Although YouTube is one of the most important brands at Google, “there’s a perception that YouTube is punching below its weight,” says Ynon Kreiz, CEO of Maker Studios, one of the leading management-production companies that work with YouTube creators to help them be more professional and make more money. “I don’t think anything was broken, but I assume even Google and YouTube believe it can monetize better. This is something Susan is very focused on.” (more…)
Actually, really, truly, the music parody master’s wild success can teach us something about media in 2014.
Think of legacy media brands (as you probably often do) and some seemingly stodgy names come to mind. Newsweek. The Chicago Tribune. CBS News.
These companies and products have largely lost the Internet wars, at least so far. Their audiences have aged, and they have failed to change their product or their ways of distributing it. Revenue and prestige have both sagged. Others brands, meanwhile—like The New York Times or NPR—are still struggling, but they seem to have fared better.
To this litany of old media institutions, let me add a somewhat unorthodox one: Weird Al Yankovic.
Oh yes. And while he may not seem a regular Cronkite, Al’s old-school media credentials are legit. He came up on syndicated FM radio. His first targets were Michael Jackson and Madonna, icons of 20th-century recording artistry. And, most importantly, he’s been in the game for a long time: Thirteen-year-olds who giggled at “Eat It,” from his second album, are now 43. (more…)
Is it possible an unknown, one-woman toy-reviewing YouTuber called “Disney Collector” is making more money than most CEOs?
posted on July 18, 2014
To 3-year-olds, she is an obsession. To their parents, a mystifying annoyance. To YouTube marketers, an elusive moneymaker no one’s been able to tap for profit.
To the rest of us, DisneyCollectorBR is a faceless YouTube channel giant that is consistently among the site’s top most viewed per month. In April, the channel was the third-most viewed worldwide, coming in right behind Katy Perry. During the week of July 4, the DisneyCollectorBR channel received more views in the United States — 55 million — than any other channel on YouTube, according to data from OpenSlate.
Despite the channel’s massive, sweeping, and somewhat perplexing popularity, no one — neither the toddlers who watch with near-religious fervor and their parents, nor executives deeply embedded in the YouTube ecosystem and its economics — seem to have much of a clue who’s behind it. In an earlier, more anonymous internet era, popularity and anonymity were more commonly paired. But today, where marketers have wrangled nearly every viral hit and YouTube stars’ faces are on billboards in Times Square, staying anonymous amid billions of views is not only unusual, but damn near impossible to pull off.
All DisneyCollectorBR videos start the same way: A difficult-to-place, but seemingly non-American woman’s voice says, “Hey guys, Disney Collector here. Today I’m going to show you…” The woman, who shows only her brightly manicured hands, proceeds to introduce and open a children’s toy, many of them from recent Disney movies. She then demonstrates the toy’s features — what you might less clinically call “playing.” She regularly calls a toy’s features “adorable,” and tends to end her sentences with a singing inflection. In many videos, she also seems to make a deliberate effort to crinkle the toy’s packaging, to ear-pleasing effect. As far as plot goes, that’s about it. (more…)
By JONATHAN MAHLER JULY 12, 2014
Months before the first whistle of the World Cup, Juan Carlos Rodriguez, the president of the sports division of Univision Communications, presented his engineers with a challenge: Could they figure out how to beam its soccer broadcasts into American homes faster than its English-language competitors?
About a half-million dollars in new technology later, the challenge was met — Univision’s broadcasts beat ESPN’s and ABC’s, if only by a matter of seconds.
For Mr. Rodriguez, that felt like enough to lure away some viewers. “Who doesn’t want to yell ‘Goal!’ five or six seconds before their neighbors?” he said in an interview from Brazil.
The World Cup has been a record-breaking event for Univision, which has dominated its TV rivals in several of America’s largest cities — Los Angeles, Miami and Houston. It even won the New York market for some games. With the finals still to come on Sunday — featuring a Latin American team for the first time in 12 years — Univision has already drawn roughly 80 million viewers, or about 60 percent more than it logged for the 2010 tournament.
The coverage of 2014 FIFA World Cup continues to break records in the United States — both on television and online.
The summer of 2014 will be remembered as the summer of soccer.
Here are 7 of the most revealing facts about the World Cup viewing numbers:
1. The viewing audience for the World Cup beat the NBA Finals and World Series.
The 2014 NBA series averaged 15.5 million viewers, while the final had 18 million watching. Meanwhile, the 2013 World Series averaged 14.9 million viewers, with 19.2 million watching the final game.
When you take into consideration that the NBA Finals and World Series games were shown during primetime when most of the World Cup games are shown earlier in the day, the following numbers are even more eyeopening:
• 24.7 million for USA-Portugal,
• 21.5 million for USA-Belgium,
• 16.9 million watched Mexico vs Netherlands,
• 15.8 million watched Ghana vs USA,
• 14.1 million watched Germany vs USA,
2. An average of 11.8 million watched the quarterfinal between Brazil and Colombia, confirming that sports fans are still watching the World Cup in huge numbers even with the USA out of the tournament. (more…)
Maury Brown Contributor
Sports Money 7/07/2014
If you have your finger on the pulse of media companies, you’ve surely followed Google GOOGL +0.7%, orNetFlix NFLX -1.43%. As the world inches further away from cable and satcasters for television, and more and more toward content streamed via the internet, the term “cutting the cord” has moved into the media industry lexicon.
But what if I told you there was a company nestled in New York’s Chelsea Market near the Apple AAPL -1.84%Store and across the street from Google’s offices that will see revenues of $800 million in 2014; with targeted revenues of $1 billion by 2016. That this company engaged in streaming live video of 18,000 hours in 2009 and is expected to hit 400,000 this year. That not only are they providing that, they’re a key company for online ticket sales, but isn’t StubHub. That key brands in corporate America hire them for content infrastructure, and not only that, are a data analytics firm that rivals Bloomberg . The company has mobile technology that makes them one of Apple’s key partners and has been used at keynotes for their product launches.
This company is one that you know, right? It’s got to be someone whose logo is plastered across tech publications and a place in the forefront of the business section.
The reason you may never have heard of this company is because when you think of it, you think baseball. Yes, that game that your dad or grandfather likes, the sport whose commissioner doesn’t even use a computer at the office, is the place where the biggest media company you’ve never heard of was started.
MLB Advanced Media, the digital tech company of Major League Baseball, is not just about baseball any longer. The brilliance of Bud Selig and the owners to have a business arm that has been free to go not only linear but horizontal with product offerings is something that is now viewed as the benchmark by which not only other sports leagues do digital media, they’re seen as more media company than baseball.
Launched in 2000 and the original piece of MLB Advanced Media, MLB.com was funded by the 30 clubs in an agreement that had them each investing $1 million a year over four years. The cost was targeted at $120 million. To the joy of the owners and MLB, the web presence for baseball started generating excess revenue in 2003, allowing them to invest only $70-$75 million before beginning to see a return on their investment. The 30 owners in baseball now get dividends annually based on direction of their board of directors and is reportedly expected to be $7-8 million per club for 2014. (more…)
by John Hecht
Latin-American rivals Brazil and Mexico square off on Tuesday.
MEXICO CITY – The first round of World Cup play is pulling in record ratings, so imagine what viewership numbers will look like when Latin-American rivals Brazil and Mexico square off Tuesday.
Some 5 million viewers tuned in to Spanish-language network Univision for Mexico’s opening match against Cameroon. The majority of U.S. Hispanic viewers are of Mexican descent, which means Mexico’s games tend to draw a much larger audience than say, Costa Rica’s or Argentina’s.
Here in Mexico, the television duopoly of Televisa and TV Azteca does not disclose ratings information, but one doesn’t need numbers to see that nearly everyone is glued to the set when the national team plays. Mexican networks are cashing in big time, as they always do on major soccer events. According to estimates, Televisa raked in north of $100 million in soccer-related revenue during the previous World Cup.
In Brazil, over-the-air network Globo reported that fully 60 percent of all connected devices, including televisions, mobile phones, tablets and computers, were tuned to the opening night match of Brazil vs. Croatia. Futbol fanaticism in Latin America is so strong that many companies will allow their employees to watch the Mexico-Brazil match during office hours; call it a preemptive action to avert absenteeism.
Fans began gearing up for one of the hottest rivalries in Latin America as early as Sunday night, when hundreds of Mexico supporters gathered outside a hotel in Fortaleza, Brazil, to serenade their team. Overlooking a boisterous crowd from the hotel terrace, Mexican players posted selfies on Twitter as mariachis belted out ballads below.
The host country goes into Tuesday’s match as the favorite, but given the long-running rivalry between the two teams, Mexico poses a legitimate threat to Brazil.
Regardless of the outcome, the networks will likely score a big win Tuesday.
By Lucas Shaw on May 29, 2014
The financial analyst turned venture capitalist offers a new report on how consumer habits are changing, and what that will mean for businesses around the world
Mary Meeker’s annual Internet trends report is a great way to know what is happening in the world around you (or at least online). The Morgan Stanley analyst turned venture capitalist offers a new report every year walking people through how consumer habits are changing, and what that will mean for businesses around the world.
If you get the chance to look at the full slideshow, please do so at the bottom of this post. In case you do not want to read through 144 slides, here are the cliff notes.
The Pain for Print Newspapers and Magazines Is Not Over. Advertisers are spending 19 percent of their media budget on print newspapers when consumers are only spending five percent of their media time reading them. That imbalance will have to correct itself, and you can guess where the money is headed: mobile devices. (more…)
Portal’s Proposed Terms Have Received Pushback From YouTube Creators
By Tim Peterson.
Published on May 27, 2014
Yahoo wants to rival YouTube for viral videos.
Is there room for another YouTube?
Yahoo is ramping up talks with video producers and plans to premiere a rival to Google’s video service later this summer, according to people briefed on their plans.
Yahoo had intended to unveil the new service at its upfront presentation for advertisers in April, but contract issues have held the project back.
But for video creators dissatisfied with YouTube, Yahoo has a compelling pitch: more generous revenue-sharing deals, or fixed ad rates that are significantly higher than YouTube is currently delivering to creators.
Like YouTube, creators will be allowed to establish their own channel pages and host their videos on Yahoo. Like YouTube’s video player, Yahoo’s video player will be embeddable on other sites. (more…)
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