A new study by Yahoo7 (owners of Tumblr) conducted research into 1,360, broadly representative, online users. Its findings were that most of us are addicted to social media but we have moved past Grumpy Cat and cute puppy stage – we want our content to be interesting, appealing [to me], quality, and creative.
ITWire has the survey’s consumer findings article here. It is worth a read first.
Brands need to know what channels suit them, what suits grumpy cats, and so on. It is all about viewer habits – whether the snack content or indulge in it.
The top categories ‘indulgents’ want include:
- Fast moving consumer goods
Social media users fall into four categories:
- Those who consume without doing anything
- Those that ‘like’ something
- Those that follow someone or something
- And the sharers – the content makers or referrers
Ultimately Brands want consumers to recommend (its more credible that other media), trail, and purchase.
Tumblr says Brands need to understand that:
- Social is big
- Not all channels or viewing habits may suit them
- Good, creative, relevant, and interesting content is key
- Engagement is driven by content
- The more you like content the more you will share it
- The share gesture (a measure of engagement) is more prevent for a brand’s goods and services on Tumblr
Paul Sigaloff, Commercial Director for Yahoo7 said, "Our new Social Norms report really highlights the value of social media for advertisers online. Not only are consumers more open to branded content on social media but they readily engage with it when it is entertaining and informative. From a Yahoo7 perspective, it's fantastic to have hard numbers to show the value of Tumblr for brands; we already know that the platform is incredibly valuable for advertisers but the numbers show just how much potential it offers brands who want to engage audiences online."
Peter Hammer, Head of Insights and Analytics for Yahoo7 said, “This research highlights content is a key priority for social media users, and that the different gestures such as ‘like’, ‘follow’ and ‘share’ offer different ways for consumers to demonstrate their passion for that content. It’s great to see that Tumblr users are more likely to engage with content via the highly-impactful share gesture, and that the audience are more likely to take action after seeing branded content.”