Social Media Marketing | YouTube and Instagram User Profile Analysis
Everyone who works on the Internet is familiar with the term “user portrait”. Good use of user portraits can quickly find target users, which is conducive to product design. This article collects data from three platforms: YouTube and Instagram, and analyzes the user portraits. FOMO hopes it will be helpful to you.
Basic data and user portraits you need to know about YouTube
1. 1.3 billion people worldwide use YouTube, and more than 300 hours of videos are uploaded every minute.
2. YouTube has more than 30 million daily active users, and nearly 5 billion videos are viewed every day.
3. More than 3.25 billion hours of videos are viewed on YouTube every month.
4. On YouTube, female users account for 38% and male users account for 62%.
5. The age distribution of YouTube users is:
18 to 24 years old account for 11%
25 to 34 years old account for 23%
35 to 44 years old accounted for 26%
45 to 54 years old account for 16%
50 to 64 years old account for 8%
Over 65 years old account for 3%
Others account for 14%
6. The YouTube platform supports access in 76 different languages. These languages cover 95% of the Internet population in the world and are used in 88 countries.
7. 9% of Chinese small businesses use YouTube for influencer marketing.
YouTube influencer marketing advantages
1) Good content and strong appeal.
YouTube is the mainstream platform for overseas influencer marketing. Most influencers have professional video production capabilities and support adding product links in the introduction below the video. At the same time, content producers themselves have a strong ability to create content, and stimulate the audience’s desire to buy through vivid and detailed display of products.
2) Conducive to improving brand keyword ranking.
YouTube videos have high Google weight, and advertisers upload branded videos on YouTube to help improve search engine optimization (SEO). Google, the world’s largest search engine, pays more and more attention to video search results. When searching for many keywords, special video sections will be displayed in the front row of the search results homepage. Research shows that if advertisers want to guide off-site traffic through keywords, high-quality YouTube content and video links will greatly improve the ranking of Google search results.
3) Good promotion effect.
Use the right influencer + match-matched influencer fan audience + appealing and high-quality original content = explosion! Most Internet celebrity marketers can receive feedback that exceeds expectations.
YouTube influencer marketing disadvantages
1) The price is higher than other platforms, and clicks and conversions cannot be fully monitored.
The price of influencer marketing on YouTube is relatively high, because generally high-quality influencers spend a lot of time producing videos. Even if it is a 5-minute video content, many Internet celebrities will spend 2 hours preparing, 3 hours for product and content shooting, 5 hours for video post-editing, dimming, fill sound, background music, adding materials and even some will add subtitle. Therefore, the effort and time cost of a professional content producer is huge, but users are worth paying for high-quality content.
However, no matter how high-quality the video is, due to the limitations of current technology, most of the links in the description column only receive clicks of 0.1%-5% of the overall conversion rate. The main reason is that many viewers use their mobile phones to browse YouTube videos. When viewing them in full screen, they are more willing to search for product names on Google, and then place orders directly on the official website or on shopping sites such as Amazon.
2) Need to set the minimum ROI.
When advertisers need to set goals with YouTube influencers, it is best to determine the minimum number of views to ensure that the click-through rate meets the minimum ROI setting of the promotion results.
Basic data and user portraits you need to know about Instagram
1. Nearly 1 billion users use Instagram every month.
2. 71% of Instagram users worldwide are under the age of 35, and 72% of American teenagers use Instagram.
3. 95% of American Instagram celebrities also have YouTube channel accounts. Therefore, when marketers are looking for American Instagram celebrities, they will also be tied to YouTube marketing.
4. 35% of adults worldwide use Instagram, and 28% of users from the United States have a strong ability to buy products. Instagram marketing needs to provide appropriate income earners with products that are most suitable for them. According to a report on the habits of 2000 American social users counted by British communications consulting company Flint, the annual income of Instagram American users is as follows:
Less than $30,000: 44%
30,000–60,000 US dollars: 45%
60,000–70,000 US dollars: 36%
70,000–80,000 US dollars: 55%
80,000–100,000 US dollars: 46%
Above 100,000 USD: 60%
5. 60% of Instagram users (nearly 600 million) will discover and search for the latest global products through the Instagram channel, which also promotes more and more B2C companies around the world to open influencer marketing through Instagram.
6. Instagram has an interaction rate of 2.2%, far exceeding other platforms. Even Facebook has an interaction rate of only 0.22%. Instagram is therefore called the king of conversion rates.
Instagram brand official account marketing status
1. 50% of overseas companies will publish Instagram Story through Instagram.
2. 52% of Instagram influencers will follow and follow the brand account, and their fans will follow the brand’s movements.
3. 71% of American companies use Instagram to start marketing, and the Ins platform has more than 25 million related commercial promotion content. 80% of Instagram users follow at least one corporate account.
4. 75% of Instagram users visit a brand’s website after reading a brand’s post. Instagram is a good display of the external beauty of the product.
5. 70% of users will choose to buy via mobile phones after watching related products on Instagram.
Instagram influencer marketing advantages
1. The relatively high conversion rate and interaction rate are the highest on average among several mainstream social media platforms.
2. A large part of Instagram users are millennials (Millennials, which refers to the generation of people who were born in the 20th century and reached adult age after entering the 21st century), which is often referred to as the 80s and 90s in China . These users have great purchasing power for most products in the current market. If they become potential customers of the product, the repurchase rate and activity will be very strong.
3. The visual platform serves for visually attractive products. Beautiful and refined products will cause extreme comfort and stimulate the desire to buy.
4. Instagram Story, as a new content form, has a strong interaction rate, and it can also lead directly to web pages outside the platform.
Instagram influencer marketing disadvantages
1. You must make your posts more diversified and think of more different strategies so that fans will not get bored. Images and video content must have a certain degree of creativity and visual beauty to attract millennial users to click and buy.
2. Instagram will have some bot accounts, so when a person has few followers, most of the comments or likes are not true fans, and the probability of zombie fans will be higher.
3. The difficulty of making pictures is low, so there will be some fake internet celebrities, which need to be paid attention to. However, because of the high difficulty and long cycle of video production, YouTube rarely has fake influencers.
There are many popular social media overseas, and their respective characteristics are quite different. Internet celebrities on different platforms also show different characteristics.
Merchants and overseas influencers need to understand the characteristics of different platforms in advance, the strengths and weaknesses of different types of platform influencers, as well as clarify their product positioning and target audiences, and combine professional influencer platform tools to get the best promotion effect.
