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UPDATED JANUARY 2019

S O C I A L P L AT F O R M C H E AT S H E E T

NEED TO Most scalable social platform with an Remains the internet's premier Best known for its ephemeral content,
KNOW emphasis on connecting the world. Most personally curated social feed A standalone mobile app owned by Focus on real-time discovery, trending and positions itself as a mobile
destination for video content with “World's catalog of ideas," where
The News Feed (algorithm-generated owned by Facebook Inc. In-feed Facebook Inc. used for one-to-one topics and moments. The platform's camera app. Users edit photos with
close to two billion users globally - users go to be inspired. Pinterest is a
customized feed) is the social content is inspirational/aspirational communication between friends and awareness and engagement duality play hybrid social and search platform various features including lenses,
almost half of all people on the
network’s core, where users go to while Stories content is more behind- family or for customer service. a large role in its distinction from other image and voice filters, stickers, and
Internet. One billion hours of video where marketers can reach a
connect with friends and family; where the-scenes and unpolished. Users, Messenger supports group messages larger platforms. A hub for video drawing tools such as text, color, and
are watched daily, and more users are receptive audience throughout the
they can consume news, video, and brands and influencers customize the of up to 150 users and can be used content, specifically in the form of live- emoji overlays including Bitmoji in 3D.
turning to YouTube for live content, purchase funnel, from the earliest
content; and where the majority of content they post with editing tools as a bot platform for brands. streaming user and publisher content Discover feature is widely used as a
with YouTube Live accounting for 25% stages of discovery through to
brand advertisements are placed due (Boomerang, Hyperlapse, etc.) via Periscope and in-app streaming. content destination to consume short-
of the live-steaming market. conversion.
to its broad but targeted reach. form stories from editorial partners.

WHO’S 68% of U.S. adults are using Facebook. 35% of U.S. adults are on Instagram. Global reach of 91 countries and 80
However, the platform skews slightly 24% of global online adults (21% of all languages, covering 95% of the
ON IT 74% of those users are visiting
younger with 71% of U.S. 18- to 24- Americans). A wide audience; ranges 1 out of 2 millennials uses Pinterest 71% of Snapchat users are 18-34
Facebook daily, and 57% visit several 37% of global online adults, making Internet population. 70% of views are
year-olds reporting that they use across vocal and influential users, every month, and the platform is years old. On average, Snapchat users
times a day. Overall, more women use it the second most used mobile app on mobile, with users watching more
Instagram. 81% of this younger celebrities and publishers specializing in than 1+ hour of video daily on mobile most popular among U.S. women use the app over 20 times per day &
Facebook than men and usage is in the United States. However, it is
audience visits Instagram daily and pop culture, politics, technology and aged 18+. However, Pinterest is spend 30 minutes on the app. 3 billion
generally even across White, African- still second to WhatsApp in terms of alone. More U.S. users ages 18-34
55% visits Instagram several times a internet memes. Heavy usage among rapidly growing far beyond that loyal Snaps are created daily. Over 10
American and Hispanic demos. messaging apps worldwide. watch on mobile alone than any TV
day. Overall, the platform is pretty African-Americans and diverse cultures. base, especially among men and million monthly users watch
Recently, platform growth is being network, and more 18-49 U.S. users
gender neutral and slightly over- Majority 18-24; second largest group is watch YouTube during prime time than outside of the US. Snapchat’s 21 original shows for
driven by APAC while North America
indexes with African-Americans and 25-34. Discover.
and Europe remain relatively flat. they do the top 10 primetime shows
Hispanics. combined.
MAU 2.27 Billion 1 Billion 1.3 Billion 326 Million 1.9 Billion 250 Million+ 186 Million DAU
(300M DAU on Stories) (400M DAU for Stories)

HOW PEOPLE Connect with friends and family,
1:1 photo/video messages that expire
USE IT consume news and video (premium Create and discover inspirational To communicate with friends and Sought after resource for news and pop Primarily used as a search engine for People go to Pinterest to "discover, after 24 hours with filters and lenses.
original content, editorial and live), visual content. Follow friends, family, family on daily happenings via text, culture updates. Along with discovering new content and a save and do." They browse for Daily storytelling to friends via 24-
and discover products, content, and influencers and brands. Save content video and audio messaging. People conversation around tent-pole events, subscription service for keeping up inspiration and research future hour Story feature. Custom Stories
events that align with their personal and share with Instagram Direct. also connect with Brand Pages to ask heavily used for brand customer with dedicated interests via creator purchases, using the platform as a with select friends both geo-fenced
interests. People take to brand Pages Explore tab is used to discover new product questions or voice concerns. service. Users view original channels. In addition, YouTube has tool to plan for both everyday and non. Access publication source
to ask product questions or voice content creators and shop new   programming with participating created unique experiences for music moments and major life events. 87% stories in Discover. View and curate
concerns, and join Groups to discuss products. Stories provide a behind-the- partners and publishers. Live-streaming fans, gamers, TV lovers, and families of pinners have made a purchase content to Live stories. Save snaps to
interests with like-minded scenes, more authentic look at a with live-viewing via streaming (i.e. YouTube Music, YouTube Gaming, after seeing a product they liked on and from Memories. Create stories
communities. Stories usage is also user’s world. partnerships like NBA, in-app live- YouTube TV, YouTube Kids). the platform. from images and videos in Memories.
growing, aided by the international stream, and Periscope Producer.
audience.
HOW BRANDS Photo Ad, Video, 360 Photo, Video, Boomerang, Hyperlapse, Static image or video with
Photo/Video/Audio, GIF, In-Stream Photo, GIF, Promoted Video, In-Stream Standard Video (long and short form); Static and Rich Pins, Auto-Play customizations, Snap Ads with Video,
CAPTURE Stories, Story Carousel Ads, GIF News Feed Ads Dynamic Creative (Director Mix)
Video, 3D Photos, Facebook Watch, stickers, Music Stickers ads, Sponsorships Promoted Video Video content & TV series created for
ATTENTION
Facebook Stories, Music Stickers   Snapchat exclusively, Snapchat Lenses
Canvas (+Collections), Dynamic Product
Ads, Static/Video Carousels, Link Ads, Static/Video Link Ads, Stories, Polls, Cards (Video, App, Summary, Article, App install, Mobile Web-Site or
HOW BRANDS TrueView In-Stream, TrueView Static and Rich Pins
360 Photo/Video/Audio, Events, Offers, Static/Video Albums and Carousels, Website), Conversation Ads, Instant Deep Link Attachments, Lead
DRIVE ACTION Messenger Ads, Sponsored Discovery, Bumpers, Display Ads,
Lead Generation Ads, App Installs, Live Collection Ads, Link to Canvas From Unlock, Moments, Custom Generation Ads, Snapcodes, Snap to
Messages, Messenger Codes Overlay Ads, Sponsored Cards, Mid-
Reminder Ads, Collection Ads, Groups Stories, Story Polls, Story Countdowns, Emoji/Hashflag, Promoted Trends Unlock, Filters and Lenses
Roll
for Pages, Local Awareness, In-Stream Story Q&A Stickers
video, Marketplace Ads

Video/360 video Facebook Live (and National and local geo filters,
HOW BRANDS cross posting), Stories, Live 360 Ready Live Streaming (HDR, 4K, 360 4K), Live Sponsored Lenses, Ad placements
Live via Periscope, Live in Twitter and N/A within "Our Stories," Custom Stories,
OFFER LIVE Program, 4K and VR viewing for Live Live Stories, Live with a Friend N/A Stream in Ads.
360 streams, Live with Friends, In- Periscope Producer, 360 Periscope Live and the newest Live broadcasting for
EXPERIENCES
Stream video, Watchparty certain publishers.

EMERGING AR Studio for Instagram, Native AR capabilities Video Website Cards, Direct Message Dynamic Creative Solutions such as Pinterest Lens, Following tab, Product Catalogs, Visual Search,
Story Ads, Premieres, Facebook Portal
INNOVATION FOR Payments, Audio Messaging     Card for promotion and sharing bots Director Mix, Direct Response tools like Promoted Video at Max Width, Collection Ads, Commercials in Snap
BRANDS ad extensions & Shopping Actions Carousel Pins Original Shows, AR attachments.