Writers who cover Twitter find the grandiose irresistible: nearly every article about the service’s IPO this fall mentioned the heroes of the Arab Spring who toppled dictators with 140-character stabs, or the size of Lady Gaga’s readership, which is larger than the population of Argentina.
But the bulk of the service is decidedly smaller-scale–a low murmur with an occasional celebrity shouting on top of it. In comparative terms, almost nobody on Twitter is somebody: the median Twitter account has a single follower. Among the much smaller subset of accounts that have posted in the last 30 days, the median account has just 61 followers. If you’ve got a thousand followers, you’re at the 96th percentile of active Twitter users. (I write “active users” to refer to publicly-viewable accounts that have posted at least once in the last 30 days; Twitter uses a more generous definition of that term, including anyone who has logged into the service.)
This is a histogram of Twitter accounts by number of followers. Only accounts that have posted in the last 30 days are included.
For a few weeks this fall I had my computer probe the Twitterverse, gathering details on a random sampling of about 400,000 Twitter accounts. The profile that emerges suggests that Twitter is more a consumption medium than a conversational one–an only-somewhat-democratized successor to broadcast television, in which a handful of people wield enormous influence and everyone else chatters with a few friends on living-room couches. There are undoubtedly some influential Twitter users who would not be influential without Twitter, but I suspect that most people who have, say, 3,000 followers (the top one percent) were prominent commentators, industry experts, or gregarious accumulators of friends to begin with.
If these jaw-dropping numbers do not have you reconsider your online media plan, then you are part of the problem. We have recently launched a product to remedy this problem. Click here for more information. - Rod Ponce, CIO BHIVE Social Media Labs
Online ad fraud driven by bots will cost brands $7.2 billion globally this year, according to a forecast in a new joint study by the Association of National Advertisers and White Ops. That's up from the $6.3 billion the two organizations predicted in a similar report for 2015.
The latest research, released today, found that publishers with higher cost-per-thousand (CPM) rates were more susceptible to bots, which generally create millions upon millions of ad impressions that are seen by no one but often get charged to marketers as a viewed promotion. Display ads with CPMs greater than $10 had a 39 percent higher incidence of bot activity compared to less-expensive digital properties.
In addition, the study concluded that programmatic ad buys rendered 14 percent more bots than the study average, while programmatic video ads had 73 percent more bots than average.
Social media marketing, whether we like it or not is here to stay and it has become the de facto need of the hour. From influencers to brands - almost everyone is on the lookout for gaining larger followers, more shares and consequently better reach.
BHIVE, a Toronto based - social media lab is pleased to announce the launch of BHIVE News Channels (BNCs) - a new product which changes the way social marketing campaigns work. It offers advertisers, digital publishers and content producers a fresh approach to improve their content reach.
“BHIVE News Channels is a complete game changer. It is important to understand the dynamics of the online ad game and this is exactly what we aspire to achieve. With this new product launch, advertisers and digital publishers can radically improve the odds of their content consumed by a real human, by dramatically changing how their content is delivered. There is a big difference between your friend sharing something, and seeing an ad. To further this point, according to Erik Qualman, '90% of consumers trust peer recommendations. Only 14% trust advertisements.'" Rod Ponce, BHIVE CIO
With the anticipated decay of display, programmatic and native ads, our new product aims at helping our clients get a clear picture of the importance of building BNCs in the next five years. Studies forecast fraudulent online ads will cost brands $7.2 billion this year alone, up from $6.3 billion last year. Let's face it, ads don't work because bots don't buy, and peer distribution holds the key of future content distribution and consumption.
With building the right micro communities, an apt distribution, and targeting pattern, we have successfully managed to help our clients reach a huge audience in various verticals. Similar to the thousands of channels available on cable, brands too, need to build multiple micro communities to reach more people and their desired peer networks.
We developed a short list of channels in a number of different categories for you to choose from. Our ready to go categories are as follows: Interest, Cultural, Health, Business, Sports, Canadian Local News as well as US Local News. Feel free to go through our available categories and build your channels today. We also specialize in creating custom channels if you don't see any channels that would interest your demographic.
If you are looking to improve you own social media reach and want to grow an effective and more sustainable follower base contact us, request a demo and see the difference for yourself.
Grow your social footprint with us.