The Wilbert Group Blog

Digital Updates | February

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Snapchat Discover

We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 Super Bowl posts on social media are up from last year, but didn’t top 2015’s record numbers.

Super Bowl LI may have made history as the first NFL championship to go into overtime (which in turn made for a somber morning here at The Wilbert Group), but it wasn’t the most socially engaged Big Game. 2015 still holds that title, though numbers are up from last year. Twitter reported over 27.6 million Tweets using #SB51, and 64 million people posted on Facebook. What is notable about this year is the role mobile and video played. Over 90 percent of Facebook’s interactions took place on mobile, and Super Bowl-related videos were viewed over 262 million times. This was bolstered by big players like NFL and major sponsors using Facebook Live and video content to bring viewers closer to the action and give users a chance to replay their favorite ads. Also interesting were three surges in Tweet counts during the game: One during the Patriot’s game-winning touchdown, one at the end of Lady Gaga’s spectacular halftime performance, and one when Danny Amendola tied the game. I was too busy pouring another glass of wine to tweet during that milestone. #RiseUp?

#2 The New York Times has eight people working on its Snapchat channel.

When fun, filter-heavy Snapchat first hit smartphones everywhere, who would have guessed it would become a popular platform for news media? It turns out the app’s millennial base loves the visually-pleasing, easily digestible news stories from outlets like CNN, Vice, Cosmopolitan, ESPN and Food Network. The New York Times recently announced the launch of their own Snapchat Discover channel based on the newspaper’s Morning Briefing. They currently have about eight people working on the channel, which will provide visuals from the newsroom along with animation and a distinctive design framework in the hope of reaching a younger audience and experimenting with digital storytelling.

#3 Brands should be using emojis on Instagram.

To emoji or not to emoji? For social media managers, the decision to introduce emojis into business Instagram strategy – especially if there is B2B aspect of the brand’s PR strategy – has been a tough call. There hasn’t been much research on the subject, and emojis tend to have a bad reputation with those unfamiliar with them as they can appear childish or unprofessional. However, according to a recently-released report from Quintly, over half of all Instagram posts use emojis, and use of the quirky miniature graphics can lead to better post engagement. Posts without emojis had an interaction rate of 1.77 percent, and posts with them had 2.07 percent. Luckily for us, the emoji library is rapidly expanding, allowing for brands to find and use the emojis that align with their key messages, whether its Domino’s taking full advantage of the pizza emoji or Starbucks using different colored hearts to launch a new product line.