Category Archives: Social Media

Man With Smart Phone

The Data Every Latin American Digital Marketer Needs

With oceans of data floating around, all from different sources and sometimes conflicting, it’s key to be able to drill down to the essentials. So in this post we do exactly that with the Latin American online market. A quick scroll down will show you some key numbers you can use for background in preparing proposals or memos or for sharing with colleagues.

Market Size
Emarketer estimates there are 309 million Internet users in Latin America and that by the end of 2015 there will be more than 331 million. Here’s a look at eMarketer’s projections of Latin American Internet users with certain larger markets broken out (click to enlarge):

Internet users in Latam 2013 to 2018

Average CTR for Online Ads in Latin America
Even though comScore and other sources rightfully point out that CTR is not really the best measure for the effectiveness of online ads, just for reference, Sizmek reported the following:

  • Average CTR for a banner ad in Latin America: .12%
  • Average CTR for rich media ads in Latin America: .29%
  • Average CTR for rich media polite video formats: .48%
  • Average CTR for polite banners in Latin America: .15%
  • Average CTR for expandable banners in Latin America: .19%

Email Marketing
While we don’t have recent numbers for all of Latin America, in late 2012 Return Path—an email intelligence company—reported that Latin America had the lowest inbox placement rate of all regions studied: 69%. In September 2014 Return Path noted that Brazil had 60% inbox placement rate for emails, compared to rates of more than 80% in the U.S., Canada, U.K., France, Germany and Italy.

Mobile
According to eMarketer, 194 million Latin Americans access the Internet with mobile phones and of these 126 million do so via smartphones. By the end of 2015 there will be more than 152 million smartphone users in Latin America and Chile will lead the region in smartphone penetration with 55.5%.
While in 2015 Mexico will have the highest tablet penetration in Latin America at 35%, Brazil will have nearly 35 million tablet users in 2015 compared to just under 23 million in Mexico. Overall, by the end of 2015 more than 92 million Latin Americans will own tablets. Given that the Population Reference Bureau reports that the region has a population of 618 million, this means that there will be nearly 15% tablet penetration in Latin America by the end of 2015. Below are some data tables from eMarketer on smartphone penetration and tablet penetration in Latam (click to enlarge):

smartphone penetration latam

tablet penetration Latam
Smartphone Shopping
According to a 2014 study from ING Global Solutions, 54% of Latin Americans have bought a product with their smartphones (click to enlarge):

Smartphone shopping

Online Videos
A couple of sources offer guidance in this regard. The Digilats study from JWT surveyed more than 9,000 Latin American Internet users from 9 countries and found that 67% said they watched online videos (click to enlarge):

Latam study streaming and other online activities
ComScore has a different set of numbers (click to enlarge):

Online video viewers Latam

Now, it’s important to note that comScore lists a smaller amount of Internet users for countries than other sources. For example, if we extrapolate out the numbers above, it would seem that comScore is reporting a total of 75 million Internet users in Brazil, while both IBOPE and eMarketer indicate that their more than 100 million Brazilian Internet users.

In addition, data from Google and TNS indicates that Internet users in Brazil watch online video ads more frequently than those in Argentina or Mexico. In fact, 36% of Brazilian Internet users say they watch online video ads every day. Brazilians are also more likely than other Latin Americans to watch mobile video: 35% of Brazilian smartphone users watch mobile online videos at least daily, compared to 25% of Mexican smartphone users and 19% of Argentine smartphone users.

Online Reviews
The Digilats study of Latin American Internet users by JWT indicated that significant percentages of Latin Americans are reading online reviews of products (click to enlarge):

Digilats product review

Online Research Before Purchase
A recent eCMetrics study of Christmas shoppers in Latin America showed that a majority of Latin Americans tend to research products online before purchasing, including reading product reviews. This dovetails with results from other studies. For example, the Consumer Barometer study from TNS and Google showed that 47% of Argentines researched their last purchase online and offline while 53% of Brazilians AND 53% of Mexicans reported doing the same thing.  In addition, the JWT Digilats study showed the products that Latin American Internet users were most likely to search online (click to enlarge):

Products researched online latam

Social Media
It’s fairly obvious that this is a huge area with Latin American Internet users. Some of the key takeaways with this would be:

>>>Latin Americans spend more time on social media than people from any other region (click to enlarge):

social media engagement latam

 

>>>The overwhelming majority of the time that Latin Americans spend on social media is spent on Facebook (click to enlarge):

Facebook dominance Latam

>>>Mobile is increasingly becoming an important way for Latin Americans to access social media (click to enlarge):

mobile social media users in latam

Contact us to find out more how we can help you reach Latin American Internet users with digital media buying or via MediaDesk, Latin America’s premier programmatic buying platform.

Flying dollars banknotes isolated on white

Where Ad Investment in Latin America Should Go in 2015

The challenge that every marketer faces is how to develop a media budget that delivers the best results. Making changes to your approach is hard, not only because of the risk but also because of the need to sell other people in the company on those changes. But as the media landscape changes, it’s actually a bigger risk to make no changes, since you can easily fall out of step with your customers. In reviewing the data, here are some areas that both brands and media agencies need to look more closely at in executing their 2015 campaigns.

#1: Mobile Programmatic
Mexico clearly leads Latin America when it comes to mobile ad investment and is set to reach US$287 million by next year, while Brazil mobile ad investment will reach US$245 million and Argentine mobile ad spend will be a surprisingly small US$14.5 million.

But this modest level of investment doesn’t seem to jibe with the mobile boom happening in Latam. For instance:

And if those numbers aren’t enough to get the point across, see how smartphone penetration, tablet ownership and mobile Internet user are growing in other Latam markets, including Chile, Peru, Colombia, Ecuador and Venezuela.

Now to programmatic. We know that programmatic ad spend is set to spike dramatically in Latin America, so definitely the industry knows this works. The advantages of the tight targeting of programmatic are becoming clearer, in addition to the fact that it may deliver a more efficient spend than manual online ad buying.

Given this, it seems logical that brands need to deepen their mobile spend. And if the concern is that mobile may be a risk, why not look at some trials with mobile programmatic? Sharper targeting could lead to even better results with mobile and allow brands to fully take advantage of an audience that’s using smartphones more and more in the purchase process.

As such, it seems clear that brands need to run programmatic mobile trials and increase their conventional mobile ad spend in 2015. We can help with this: find out more here.

#2: Social
The numbers on social make things pretty clear:

Ok, so we know we have a good audience. Then why is social network ad spending in all of Latin America only estimated to be US$481 million in 2014 and only to increase by 23% in 2015?

Per user, advertisers will spend US$2.52 on social network advertising in Latin America, compared to $46 per user spent in North America and $27 per user in Western Europe.

How does this make sense when comScore reports that the average social media user in Latam spends 8.67 hours a month on social media versus 8.07 hours spent by Europeans and 6 hours a month spent by North Americans?

>>>The Approach with Social
There are several ways brands should leverage this Latam love of social in 2015:

Facebook retargeting. On one hand, we have 200 million Facebook users. On the other, in 2014 we have e-commerce growing by 40% in Argentina, by 23% in Brazil, by 20% in Mexico and by 45% in Colombia. So obviously it makes sense to retarget people who visit e-commerce sites with ads on Facebook. You can find out more on how that works here or just contact us directly since we’re experts in this area and partners with Triggit, a leading company in Facebook Exchange retargeting around the world.

Native advertising and content marketing. Do any of you know how much Latin American marketers are spending on native advertising or content marketing? Many of us don’t know yet, and the reason is because no surveys that report tactical spend by Latam marketers has been released. But it doesn’t seem to be much, if at all.

And what a missed opportunity. Mobile Internet is expanding hugely in Latin America and part of that entails people checking social networks on their cell phones: 30% of Mexicans, 37% of Chileans, 32% of Argentines and 19% of Brazilians, according to one study. But other studies confirm this trend: see here, here and here.

This means that people are checking their Facebook feeds, scrolling down: this makes it the perfect place for you to include a sponsored post that’s part of your content marketing. A recent survey of American marketers showed that 23% are devoting more than half of their 2015 budget to content production. Why? Because posts on topics and videos, for example, are good ways to engage people and sell. A post can lead back to a mini-site where your content lives—along with banners to convert people. Or you can set up a content channel on a portal—something we helped a client do with iG a few years ago and which worked very well. And you can leverage content even further with mobile: 55% of Brazilians recently said that video was their preferred format for mobile ads.

Sponsored social. This trend has taken off in the U.S. and it makes sense: use social media users with strong followings to promote brands. A recent study showed that 52% of American marketers had used this tactic in 2014, nearly as many as those who used online display advertising (58%). This could be a trickier tactic to deploy but it definitely merits some trials considering the potential it has.

Bottom Line
As an industry, we’re skipping around the surface of the potential of digital in Latam with light investments. It’s not about jumping on the bandwagon to be cool. It’s about adjusting our business practices to our audience habits. And that’s just good business.

Contact us to learn more about how we can spike your response in 2015 via mobile, programmatic, mobile programmatic, Facebook retargeting, social and a deeper dive into digital campaigns.

 

99% social media

99% of Social Media Posts Lead to Little or No Engagement

SocialFlow, a social media optimization platform, analyzed 1.6 million organic posts from Twitter, Facebook and Google+ between April and July 2014. According to the results reported by VentureBeat, 99% of these posts generated little or no engagement.

Analysis: The results aren’t a gigantic shock. Earlier, we cited data that showed as many as 71% of tweets get no response. With so many people on social media posting updates that add to the stream of content posted by brands, overwhelming volume would tend to inhibit engagement. In addition, research suggests that people follow brands on social media for discounts and coupons, suggesting that other forms of content are of less interest.
Does this mean that companies should take down their Facebook pages? According to Social Flow, the answer is no. Even with just 1% engagement, the scale is so large that companies can obtain strong results.

To read more about these results, please click here.

You also can:

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

marketing-en-medios-y-redes-sociales_ampliacion

The Latest on Latin American Media and Marketing

Keeping up with marketplace changes can be a real challenge. To make things easier, we reviewed what’s been happening and below we have a selection you can skim quickly.

>78% of Brazilian Millennials Use Smartphones
This stat comes from a Telefónica survey of 6,700 millennials around the world. This is a big jump compared to last year’s survey, in which 63% of Brazilian millennials said they used smartphones.

To read more about this survey, please click here.
To read more about millennials in Latin America, please click here.

>Latin American Consumers Buying More Budget Brands
While the Latam middle class continues to aspire to own name brands in certain areas like smartphones or fashion, to save money it’s switching to cheaper brands when it comes to certain products, like shampoo.

To read more about this trend, please click here.
To find out which 10 products Latin Americans are buying the most in 2014, please click here.
To find out which 5 trends are dominating among Latin American consumers, please click here.

>Social Networks Reach 93% of Latin American Internet Users
This data point is from ComScore Futuro Digital Peru and was cited in an article by eMarketer. Interestingly, social media have a stronger reach in Latin America than they do in either the United States or the United Kingdom: in the former their penetration is 82.7% and in the latter it’s 80.4%.

To read more about social media penetration in Latam, please click here.
To read more about the top 10 social media trends in Latin America, please click here.
To read about the companies in Latin America that are strongest in social media, please click here.

>Ad Spend in Brazil Represents 50% of All Ad Spend in Latin America
According to eMarketer, total ad spend in Brazil in 2014 will reach US$20 billion while total ad spend in all of Latin America will reach US$39.6 billion in 2014. TV still commands the largest share, with 62% of the total ad spend.

To read more about ad spend in Brazil and Latin America, please click here.
To learn about projected ad spend trends for Latin America until 2018, please click here.

>90% of Latam Traffic Will Be from Online Videos
This is an estimate from Sergio Quiroga, president of Ericsson Latin America. Quiroga predicted that by 2018, online videos will be responsible for 90% of traffic handled by telephony operators.

To read more about this prediction, please click here.
To read more about mobile trends in Latin America, please click here.

>67% Penetration for OTT Mobile Messaging in Latin America
Citing data from Ericsson, eMarketer reported that over-the-top (OTT) mobile messaging has 67% penetration in Latin America, compared to just 40% in 2013. Mexico has the biggest OTT mobile messaging penetration at 75%, followed by Argentina (64%) and Brazil (60%)

To read more about this trend, please click here.
To read about the spike in smartphone and tablet use in Latin America, please click here.

>More than 65 million pay TV subscribers in Latin America
This is according to research from Dataxis, which lists Brazil as the #1 pay TV market in Latin America due to its 18.97 million subscribers, while Mexico is #2 with 16 million.

To find out more about Dataxis’ research, please click here.

>Argentina Leads Latin America in Online Ad Spend
An infographic published by IAB Chile indicates that Argentina leads Latam in online ad spend. This is because 14% of the total ad spend in Argentina in 2013 went to online advertising. Online’s share was lower in other countries, such as Mexico (9.3%) and Colombia (9%). The infographic from IAB Chile did not show numbers from Brazil. However, we do know that in 2013 Brazil had overall ad spend of R$ 32 billion as per Projeto Inter-Meios and that online ad investment in 2013 totaled R$ 5.7 billion as per IAB Brazil, suggesting that online accounted for nearly 18% of ad spend in Brazil in 2013.

To see the IAB Chile infographic, please click here.
To find out more about ad spend trends in Latin America, please click here.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

 

 

TECH TRENDS

The Top 10 Tech Trends in Latin America

Here’s a quick look at the changes in Latam tech usage and habits that agencies and advertisers may find useful to know about:

  1. The average Latin American consumer spends 7 hours a day using multiple digital screens, 5% above the world average
  2. In 2013 online travel booking in Latin America went up by 13%, almost double the U.S. increase (7%)
  3. Latin Americans trust search engines more than traditional media
  4. The Latin American digital games market is worth US$4.5 billion: mobile games account for 43% of revenue, more than social, console and PC games
  5. Chrome is the mobile browser that’s most used in Latin America
  6. The use of mobile devices to go online in Latin America went up by 61% in the past year
  7. Latin America has 185 million gamers and gaming revenues in Latam will reach US$3.3 billion in 2014
  8. Data and note storage tool Evernote now has 8 million users in Latin America and is the fastest-growing region for the product
  9. In Latin America, digital TV went from 18% penetration in 2010 to slightly more than 50% in 2014 and will reach 94% by 2020
  10. 22% of Latin American companies have a mobile app strategy in place

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

Hand pushing blue pay button

4 Fixes to Drive More Sales from Social Media

ROI is the big problem with social media marketing. We can show our bosses that we have plenty of shares and likes, but so what? We’re not using social media to be liked. We’re using social media for the same reason we use TV ads, print ads and billboard ads: to sell.

Up to now, there hasn’t been much research on how social media leads to conversion, i.e. somebody actually buying something. A new study from AOL Platforms may help with this. The firm conducted an analysis in the first quarter of 2014 that covered 500 million clicks, US$15 million in conversions and 3 billion impressions, as well as 13 million unique purchase paths, all to see where social media content—both organic and paid—fits in the purchase path of consumers.

Here are some basic results from the study that may be helpful in guiding your future social media investments.

Social Is the Middleman
To understand the results, it’s best to also understand the basic process. The study identified 4 points in the path to purchase that convert a prospect into a customer.

  • First: the beginning, when a product is introduced
  • Middle: a point in which advertising impacts customer awareness as they research products
  • Last: the last point of contact with advertising before the customer buys
  • Only: when only one marketing channel reaches a customer and he or she buys as a result

Social media rarely are the only channel a customer goes through when buying. Instead, social media advertising falls in the middle of the purchase path around 87% of the time.

Now, falling in the middle isn’t exactly uncommon. Here are the rates for other online marketing channels in falling in the middle of the purchase path:

  • Display: 89%
  • Email: 78%
  • Non brand search: 71%
  • Affiliate: 69%
  • Brand search: 52%

Essentially, this means that social media helps shape a customer’s consideration of a product and offers an opportunity to cement awareness and influence selection to get to the last stage.

Paid Social Leads to More Sales
When AOL compared organic social media marketing to paid advertising on social media, paid social advertising was more likely to generate sales. For example, overall the conversion rate of organic social content was 2.26%, compared to 2.82% for paid social media, an increase of 25%.

The difference between paid and organic content is even more dramatic with individual social networks. On Facebook, here is where organic content ended up on the purchase path:

Organic

  (CLICK IMAGE TO ENLARGE)

Most of the time (84%), it was in the middle. It was rare for organic social content to be on the last point before purchase (9% of the time) or to be the only marketing channel a customer saw before purchase (4%).

But with paid social content, things changed:

Paid

  (CLICK IMAGE TO ENLARGE)

Paid social media content was at the last point of the purchase path 13% of the time. More importantly, 24% of the time it was the only marketing channel a customer saw before purchase. This is a sixfold increase compared to organic, showing clearly that paid social content leads directly to purchases more often than organic content.

Similar results were observed for other major social networks.

YouTube and Facebook Drive the Most Sales from Social
The overall results of the AOL Network analysis showed that YouTube was the strongest at driving sales conversions, followed by Facebook:

Convertro-Social-Media-Funnel

As shown by the chart above, 14% of the time Youtube was the only online marketing channel seen by customers before purchase and 10% of the time, Facebook was the only marketing channel seen before purchase. In addition, these two networks tended to be the last online channel seen before purchase, with higher percentages than most of the other networks. In comparison, Twitter and Tumblr were the least effective channels for conversion or for being the last channel seen by customers before purchase.

These results suggest that despite the interest that new social networks pique as they attract users, the more popular, established networks tend to drive purchases.

Subscriptions, Beauty and Services Sell Best with Social
The AOL study also looked at how social media lead to sales of different product types.

For most product types, social media fell clearly into the middle of the purchase path:

  • 95% of the time with food and beverages sold via e-commerce
  • 87% of the time with apparel and accessories sold via e-commerce
  • 85% of the time with home furnishings sold via e-commerce
  • 82% of the time with technology products

However, when it comes to subscriptions, health/beauty products and services, social media was the only channel seen before purchase 48%, 29% and 21% of the time, respectively.

Besides leading to what AOL Platforms terms “impulse buys” with these product categories, social media also was the last channel in the purchase path (seen just before the consumer bought a product) a significant amount of the time with certain products:

  • 21% of the time with health/beauty products sold via e-commerce
  • 18% of the time with services
  • 15% of the time with subscriptions
  • 13% of the time with entertainment and leisure sold via e-commerce

Contact us to find out more how we can help your agency increase its efficiencies via media services like Facebook retargeting and new technology developed for the Latin American market.

 

00 internet user1

Using Behavior to Reach Latin American Internet Users

In targeting the Latam online audience, understanding their behavior and activities is crucial to initiate and later optimize campaigns. A recent study from JWT polled thousands of Latin American Internet users in countries like Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Puerto Rico and Venezuela. The JWT study includes some behavioral data that could be helpful for agencies and advertisers. Here are some of the key takeaways:

# social tv
#1 Consider a Social TV Campaign

Nearly 6 out of 10 (58%) of Latin American Internet users say that they watch TV while online. And since we know that mobile Internet is growing hugely in Latam (along with tablet and smartphone acquisition), it stands to reason that these internautas are going online with mobile devices while watching TV.  In fact, significant percentages of Latin Americans in the JWT study report that they go online with mobile devices:

  • 58% of Brazilians
  • 66% of Chileans
  • 61% of Venezuelans
  • 62% of Puerto Ricans
  • 57% of Mexicans
  • 54% of Colombians
  • 54% of Ecuadorians
  • 49% of Argentines
  • 44% of Peruvians

Further supporting this is a study from Ericsson that revealed that 62% of Argentines, Brazilians and Mexicans go online with mobile devices and another on Chileans doing the same.
As such, agencies and advertisers may want to explore the possibilities with the Shazam mobile app and other solutions that combine TV advertising with mobile components.

deezer
#2 Up Investment in Online Video & Music Sites

Nearly 7 in 10 (67%) of Latin American Internet users say they watch or download online videos, while 58% download music and 30% stream radio. Also, more than half (53%) say that they listen to music online. Besides exploring programmatic buying of ads on video sites to improve efficiency and overall investment in online video advertising, brands and agencies can also evaluate the opportunities offered by sites like Deezer, the world’s leading legal music streaming service.

mobile money
#3 Put Money in Mobile

While 89% of Latin American Internet users access the Internet from a PC at home, the #2 device they use is a smartphone: 56% go online with these. And 24% go online with tablets, compared to 32% going online from a PC at work and 17% connecting via a PC at school and 13% using a PC at an Internet café. A recent study from PriceWaterhouseCoopers offers some ideas for crafting mobile campaigns that appeal to Brazilians and it may have applicability for the rest of Latam. Regardless, device adoption suggests that our online campaigns need a significant mobile component just to continue reaching Latam Internet users that rely more and more on these devices to connect.

# social money
#4 Be Smart about Social

Not surprisingly, the JWT study shows that 76% of Latin American Internet users engage in social networking every day. The tricky part for agencies and advertisers is that there’s pressure to stay current with all the new networks that are popping up. While many of these social networks can offer some interesting opportunities to connect with certain niche groups, the key metric to factor in is time spent. A 2014 report from comScore indicates that more than 95% of the time that Latin Americans spend on social media sites is spent on Facebook, so this suggests that we should weigh our investments accordingly. Otherwise, despite the growth of Twitter and LinkedIn, brands may not see good results with campaigns, simply because people aren’t on these long enough to see ads. With Facebook, retargeting through Facebook Exchange may be a way to maximize reach because of its basis in proven behavior, as opposed to sponsored posts or other types of ads.

Contact us to learn more about how we can help with a variety of these tactics, media and platform, including programmatic buying of display or online video ads, campaigns on Shazam or Deezer, mobile advertising and retargeting via Facebook Exchange.

Modern social media abstract scheme

14 Latam Social Media Keys for Agencies and Advertisers

Recently comScore released a major report on social media in Latin America. To help agencies and advertisers make decisions based on the data, we decided to break down the key highlights that could affect approaches, strategies and campaigns.

1 BIG PICTURE
THE BIG PICTURE

>>>Time: Latin Americans spend more time on social media than Internet users from any other region in the world

>>>Volume: Social media sites receive 59 million daily unique visitors from Latin America

>>>Youth: More than 60% of social media users in Latin America are 15 to 34, 20% are 35-44 and 20% are over 45

>>>Dominance: Facebook takes up 95.6% of the time that Latin Americans spend on social media while combined, the rest of the social sites (Twitter, Ask.fm, Badoo, Tumblr, LinkedIn, Vostu, Taringa) take up the remaining 4.4% of the time

>>>Deep Reach:  Social media reaches 95.8% of Latin American Internet users and has its deepest reach among Internet users in Mexico (98%), Argentina (97.5%), Peru (97.2%), Chile (97.1%) and Colombia (96.8%)

>>>Share This: ComScore classifies the ShareThis widget (which does allow firms to advertise on it) as the #2 social media site in all of Latin America in terms of total unique visitors

2 FANS
MORE FANS, MORE ACTIVITY

As part of its report, comScore included data from Shareablee, a partner that measures social media activity that’s relevant to brands. That’s because aside from ads on social media, firms look to measure if social media users interact, use and share content to help get a sense of ROI from social media activity that can’t be measured directly (like a banner ad or sponsored post). One of the recent trends has been simple growth:

  • Fan growth in Latin America was 194% between January 2013 and January 2014
  • Fan growth in several Latam markets was also high in this period: 173% in Argentina, 179% in Brazil, 314% in Chile, 255% in Colombia, 196% in Mexico and 205% in Peru
  • Engagement with Facebook pages in Latin America went up by 110% between January  2013 and June 2014

3 INSTA
INSTAGRAM INCREASE

There has been a massive increase in Instagram activity in Latin America since January 2013, with surges in Argentina (171%), Brazil (751%), Chile (183%), Colombia (52,000%), Mexico (2,082%) and Peru (1278%). These numbers refer to the increases in monthly actions on Instagram. So for example, in January 2013 there were 452,000 actions on Instagram in Brazil. But by June 2014 there were 3.8 million actions on Instagram, an increase of 751%.

Of course, it’s important to note that Instagram actions represent a small part of the total amount of actions on social media. ComScore points out that of the 633 million social media actions in Latam during the first quarter of 2014, 97% were on Facebook, with 1.5% on Instagram and 1.2% on Twitter.

4 SHARE
SHARING SPIKE

Overall, users in Brazil, Mexico and other countries tend to like social media content more than share it. For instance, when it came to content posted on Facebook, Instagram and Twitter, Brazilian social media users tended to like content 75% of the time, commented on it 5% of the time and shared it 19% of the time. In comparison, Mexican social media users liked content 83% of the time but shared it only 12% of the time.

That said, sharing mostly rose in Latin America between January 2013 and June 2014:

  • Argentina                            +30%
  • Chile                                      +93%
  • Colombia                             +129%
  • Peru                                      +71%
  • Mexico                                 +189%

POST
POSTING UP

Latin Americans mostly seem to be posting more on Facebook since January 2013. Monthly Facebook posts per brand in Latin America went up by 29%. Here’s a look at the changes in each country:

  • Argentina                            +16%
  • Brazil                                     -5%
  • Chile                                      +8%
  • Colombia                             +34%
  • Mexico                                 +37%
  • Peru                                      +79%

In terms of the type of content posted on Facebook, here’s a breakdown:

  • Photos                                  78%
  • Links                                      14%
  • Status                                   4%
  • Video                                    3%

When Shareablee looked at the type of content that generated the most engagement on Facebook, globally photos had a 99.4% engagement while other types of content like video (0.4%), status (0.1%) and links (0.1%) had much lower levels of engagement. The pattern seems to hold up in Latin American markets, with photos accounting for 88% of the Facebook engagement in Mexico.

question mark with speech bubles, vector on the abstract background
QUESTIONS

Shareablee also considered whether brands use questions as part of their calls to actions with Facebook posts and the large majority (87%) of posts did not. However, the firm observes that Media/News/Publishing pages in Mexico that included questions in their 2014 posts have observed a 37% increase in engagement up to now.

Taking Advantage of This
In looking at these results, advertisers and agencies can leverage these results in several ways:

  • Focus efforts on Facebook because it has a gigantic reach advantage over other social networks
  • Allocate an appropriate amount of resources to Instagram due to its rising popularity
  • Use powerful images in ads because photos dominate engagement
  • Consider employing more photos in content marketing efforts, adding some subtle branding and messaging to lead to conversion.

Contact us to find out more about how we can help your firm use Facebook retargeting and other social media advertising  in successful campaigns.

 

brasil social

6 of the Latest Social Media Trends in Brazil

The more agencies understand how Brazilians access and use social media, the better they can optimize their campaigns and maximize their ad investment. That’s why we reviewed new research on Brazilian social media use. We spotted several trends, including:

#1 Seven Social Sites
According to a poll of more than 1,500 Brazilian Internet users aged 15 to 32 that was done by CONECTA  (an online community), on average, young Brazilian Internet users have profiles on 7 social media sites.
Facebook was the most popular (96% of Brazilian Internet users have a page on it), followed by YouTube (70%), Skype (69%), Google+ (67%), Twitter (64%), Orkut (57%) and Instagram (52%).

#2 Mobile Majority
The CONECTA survey indicated that 88% of the cell phones of younger Brazilian Internet users have the Facebook app installed. Most also have YouTube (81%) and WhatsApp (79%) on their phones. For those who own tablets, 61% have the Facebook app installed and 59% have the Youtube app.
This tendency to connect to social networks via mobile is further supported by research from Comitê Gestor da Internet no Brasil, which indicated that 53% of younger Brazilian Internet users go on social networks using cell phones and 16% use tablets.

#3 Always Connected
Another finding of the CONECTA survey was that because of the easy access through their phones, a large majority of Brazilian Internet users report they are always connected to social networks: 89% are continually on Facebook, 87% on WhatsApp and 63% on Instagram.

#4 World Leaders in Social Media Use
A survey from SurveyMonkey in partnership with Social@Ogilvy indicates that Brazilians spend nearly 14 hours a month on social networks, more than many large online markets. The survey polled 6,500 Internet users in 16 countries, including those in China, Russia, the United States, Germany, Japan, Argentina and Mexico. The #2 country in social media use was Russia, with an average of 10.8 hours a month, followed by Argentina.
This 14 hour per month figure on social media actually may be low, by the way. A recent study from comScore indicated that Brazilians spend 56 minutes a day on social media, a total of 1,680 minutes or 28 hours a month.

#5 Heavy Sharing
The SurveyMonkey survey also indicated that 71% of Brazilian Internet users share content on social media, the highest percentage of all countries surveyed.

#6 Social Searching for Jobs
A survey from Jana indicated that job hunters from Brazil prefer to use Facebook to look for work rather than LinkedIn or Google. In fact, 59% of the Brazilians said they use Facebook to look for jobs while only 14% use LinkedIn and 30% use Google+.

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