Social Media


Mitch Mirsky, senior manager of digital brand development at New Era Cap Co., which provides caps to professional sports teams, talks about the value of influencers on up-and-coming social channels such as Instagram, Vine and Snapchat.

Internet users in Latin America spend more of their online time with social media than their counterparts anywhere else in the world, according to research from 2015. In Brazil, usage is especially high.

Facebook is the place to reach millennials of all political persuasions, according to November 2015 research. Other sites are more likely to skew Democratic, and even though most voters don’t rely on social for political info, it’s a key place for campaigns to reach them.

Many marketers are interested in how to engage consumers on social media. But not all users are interested, and even those who are can get turned off. According to October 2015 research in Spain, attitudes differ dramatically between users who do and don’t follow brands.

Sina’s Weibo social network is still increasing its popularity, especially in China, according to data released about its users in 2015. The vast majority of users are under 35.

Many brands prefer to upload their videos directly to Facebook, according to research from quintly. YouTube videos only make up roughly one-quarter of all videos posted by brands on the social network.

eMarketer estimates that Spain was home to 17.5 million people who made at least one purchase via digital channels in 2015. This year, eMarketer forecasts that figure to reach 18.5 million, with 62% of all internet users in Spain spending a collective $17.9 billion on retail ecommerce purchases.

Snapchat’s audience in the US is growing and the platform can be an effective way for marketers to reach consumers, especially millennials. According to research, more US senior ad buyers are planning to begin advertising on Snapchat than other social media sites.

Italy is home to Western Europe’s No. 4 social network market, eMarketer estimates. And according to 2015 research, young people are significantly more likely to be users.

Brands are highly engaged with social media, especially Instagram. And according to 2015 research, more than three-quarters of brands with Instagram accounts post daily.

Social network Line is big in Japan, especially among women. Its only social media rival in the country is YouTube, which has a completely different use case. And research suggests most Line users are highly engaged.

Facebook is all about staying in touch with friends for just over half of users in Vietnam, according to October 2015 polling. Other research confirms that Facebook is the top social site in the country, and that chatting with friends is the No.1 activity.

Search engine optimization (SEO) professionals consider social shares and unique visits the most important KPIs for a piece of blog content, according to a December 2015 survey.

Most internet users in Germany use social networks, and juggernaut Facebook is popular in the country. But other sites are less widely used in Germany than in the nearby UK.