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Social Platform Cheat Sheet Updated March 2017

Most scalable social platform with a Most personally curated social Focus on real-time discovery.
With billions of views adding up to Pinterest is the "world's catalog of
priority on connecting the world. feed owned by Facebook Inc. In Trending topics and moments are Best known for its ephemeral
hundreds of millions of hours daily, ideas," where users go to be inspired Content platform where users
The News Feed (algorithm- feed content is integral in how the platform content, but recently positioned
YouTube is the internets premiere and find ideas they can use in real life. connect with their passions and turn
generated customized feed) is the inspirational/aspirational while functions. 140 characters has itself as a mobile camera app.
destination for video. As one of After robustly expanding its ad interests into action. You can
core as this is where users come to Stories content is more behind- evolved to include more media to Photo editing features
the worlds largest search engines, products and targeting capabilities effortlessly share text, photos,
connect with friends and family the-scenes and unpolished. Users, help tell a richer story or message. include lenses, filters, stickers and
YouTubes focus is on discovery of over the past year, Pinterest has quotes, links, music, and videos from
and consume news and content brands and influencers put time The platform's awareness and drawing tools such as text, color
Need to new content and content emerged as a hybrid social and your browser, phone, desktop or
that is aligned with their interests. and effort into the content they engagement duality, play a large and emoji overlays. Discover
Know creators. Brand opportunities lie search platform where marketers can email. Your entire experience is
The News Feed is the primary place post with editing tools and role in it's distinction from other feature is widely used as a content
primarily in the platforms ad tap into both audience reach and customizable, centered around not
brands advertise due to it's broad Instagram's standalone apps, larger platforms. Twitter is also destination to consume short form
formats, but opportunities abound intent throughout the purchase funnel, who you know, but the topics that
but targeted reach. Messenger, the Boomerang, Hyperlapse and moving to become an even larger stories from editorial
for brands willing to, and capable from the earliest stages of discovery matter most to you. Verizon
popular standalone mobile app, is Layout. Advertising is most hub for video content, specifically partners. Recently launched
of producing high-quality video via reach-based cinematic and video acquisition as part of Yahoo
used for one-to-one successful when aligned with the in the form of live-streaming user Spectacles, peripheral sunglasses
content, both one-off and products through to conversion via pending.
communication between friends visual look & feel of each product. and publisher content via Periscope that record and post content..
episodic. web traffic and e-commerce tools.
and family or for customer service. and in-app streaming.
32% of online adults, Skews slightly 24% of online adults (21% of all
79% of online adults (68% of all female with majority of users Americans). A wide audience; 31% of online adults. 52% of all US More than 60% of 13 to 34 year-
Americans). The platform skews being urban millennials. Also ranges from vocal and influential millennials are now on Pinterest, and old smartphone users are
More than a billion users, globally. Mostly teens and Millennials with
slightly male (56% male and 44% resonates specifically with the users, celebrities and publishers the platform is most popular amongst Snapchatters. Male/female ratio
Whos On 46% between 18-34. 30% of
women) with a majority of users Hispanic and African American specializing in pop culture, politics, US women aged 18+. But it is rapidly 50:50.18-34 year olds, with more
It In the U.S., YouTube has a wider audience is 35-54. Popular
being millennials. Facebook is demographic. Second to technology and internet memes. growing far beyond that loyal base, than 50% of Daily New Users in
reach in the 18-34 and 18-49 age amongst the fashion, art,
the most global platform with Facebook, Instagram is also a Heavy usage among African with 75% of new signups coming from the U.S. being 25+ year-olds.
ranges than any TV network. entertainment, food & creative set.
the largest presence in the global platform with the largest Americans and diverse cultures. outside the US and 40% coming from DAUs use the app on average of
United States, India, and Brazil. presence in the United States, Majority 18-24; second largest men. 18 times per day.
Russia and Brazil. group is 25-34.

N/A - Tumblr tracks audience based


MAU 1.86B 600 Million overall 319 Million 1 Billion+ 160 Million 301M MAU
on blog network & dashboard

To create and discover


Consumers primarily use YouTube
People use the platform on a inspirational visual (photo, video,
Twitter is a sought after resource of in two ways as a search engine 1:1 photo/video messages that
daily basis to connect with friends boomerang, hyperlapse, and People go to Pinterest to "discover,
news, pop culture updates. Along for learning and discovering new expire after 24 hours with filters
and family, consume news layout) content. People follow save and do." They browse for
with conversation around tent-pole things, and as a subscription and lenses. Daily storytelling to
(editorial and live) and discover friends, family, influencers and inspiration and research future Curating & creating content that
events, users tend to heavily use the service for keeping up with friends via 24-hour Story feature.
content and events that align brands to curate a feed that is purchases, using the platform as a provides a window into their
How People platform for brand customer service. dedicated interests via channels. Access publication-sourced
with their personal interests. aligned with their personal tool to plan for both everyday personalities, interests, etc. Riffing
Use It Live-streaming viewing and use For sub-sets of (primarily millennial) stories in Discover. View and
People also take to brand Pages interests. To discover new content moments and major life events. 87% on pop culture, trends, humor, etc.
continues to evolve with live- users, YouTube is also a hub for curate content to Live stories.
to ask product questions or creators they use the Explore tab. of pinners have made a purchase Following others who inspire them.
streaming partnerships like NFL, videogame livestreaming and for Save Snaps to and from
concerns. They also use Facebook People also use Stories and live to after seeing a product they liked on
Periscope, in-app live-stream, Apple original premium content via Memories. Create Stories from
Messenger to connect with friends get a behind-the-scenes more the platform.
TV app and Periscope Producer. YouTube Red, the platforms paid images and videos in Memories.
and family more intimately. authentic look into the lives of
service.
who they follow.

How Brands Photo Ad, Video, 360 Static image or video with
Photo Ad, Video, Boomerang, Photo, GIF, Video, Amplify, Pre/Mid- Video (long and short-form), 360 Static and Rich Pins, Promoted Video, Text, Photo, Quote, Audio, Video,
Capture Photo/Video/Audio, GIF, Mid roll customizations (text, drawing,
Hyperlapse, Story Ads Roll Advertising video Cinematic Pins Sponsored Posts Video, Carousel
Attention Ad filter, etc.), Snap Ads with Video

Canvas, Dynamic Product Ad, Polls, Moments, Cards (App,


Static/Video Carousels, Link Ad, Static/Video Link Ads, Stories, Summary, Lead Gen, Website), Article, App Install, Mobile Web-
How Brands True-view In-Stream, Video Static and Rich Pins, Buyable Pins, One
360 Photo/Video/Audio, Events, Static/Video Albums and Conversation Ads, Instant Unlock, Link, Chat, Sponsored Day Site or Deep Link Attachments.
Drive Action Discovery Ads, In-Video Overlay Tap Promoted Pins
Offers, Lead Generation Ads, App Carousels Moments, Custom Emoji/Hashflag, Lead Generation Ads.
Installs. Live Reminder Ad Promoted Trends, Scratch Reel GIFs

How Brands Live via Periscope, Live in Twitter and


Video/360 video Facebook Live, Live Streaming, Live 360 Video, Geo filters national, sponsored,
Offer Live Live Stories Periscope Producer, 360 Periscope N/A Live Video/Photo
Stories (Ireland only) Live Stream in Ads Lenses, Snap to Unlock
Experiences Live

Emerging
Shop the Look, Explore, Custom
Innovation Bots, Messenger, Masks, Shoppable Ads 360 Periscope Live - HDR, 4K and 360 4K N/A Spectacles
Moments Activations, Pinterest Lens
for Brands