The results from our Audience Intelligence Reports for Q2 have incited some interesting conversations amongst our team. For those of you who don’t know, our quarterly Audience Intelligence Report provides an overview of exactly who is engaging with our clients across their social media channels and websites. We use this data to help tailor the content and messages that we post on each channel more appropriately.
Check out a sample of our Audience Intelligence Report here.
What did we uncover this quarter?
1. Instagram engagement from 18-24 year olds has slowed down
Looking at follower distribution by age, 18-24 year olds now only make up 10% of followers on each of our clients’ Instagram accounts. Instagram was once flooded with young adults, so what’s changed?
The Emergence of TikTok
Gen Z has embraced TikTok’s unique blend of short-form video content, creative tools and viral challenges turning it into the cultural phenomenon it is today. The platform’s rapid growth reflects Gen Z’s preference for visual and interactive content, reshaping how we use social media. TikTok is closing in on 1.8 billion users by the end of this year with 44.7% of those users aged 13-27.
How Gen Z Consumes Media
Remember when you used to gather as a family in front of the TV each night and watch a show or movie together? Most Gen Z’s probably won’t. The way Gen Z consumes media is very different to the traditional formats older generations have been used to. Social media has become Gen Z’s source of entertainment and media consumption. A number of Gen Zers will even watch TV shows on TikTok or YouTube.
Following Habits Have Changed
Gen Z still makes up over 50% of Instagram users so they’re still on the platform, but their user habits are changing. Instagram is becoming more of a source of entertainment rather than inspiration to keep up with its main competitor in TikTok.
Gen Zers will watch and engage with your content, but they’re loyalty to follow isn’t as strong. They like to feel connected to people rather than brands. They are also incredibly brand conscious, wanting to associate themselves with brands that share their values.
2. Users are most active in the mornings and late evenings
It seems like an obvious one, but it’s important to keep on top of it in case it does change. Across all platforms – Facebook, Instagram, LinkedIn, etc. – we’ve found our clients’ users are most active at the start of the day (i.e. before work or school) and when they are winding down at the end of the day.
3. Feed placements are still just as important as Reels for Meta video ads
Even with the rise of Reels engagement across Meta, the Feed is still the most used ad placement for video content. What does this tell us? It’s important to have the right video specifications for all video placement types.
For example, a video in the vertical 9:16 ratio (Reels and Stories) will get cut off in the Feed placement because it is too long.
The optimal ratio for the Feed placement is currently 1:1 or 4:5. For a full list of specs for all social media placements, check out this up-to-date guide.
Looking to take your digital marketing reports to the next level? Find out how Aston Digital can support your Marketing Team. Let’s talk!
Did you know that after approximately 4 exposures to your ad, your conversions can drop by almost half? As Meta increasingly emphasises broad targeting, the effectiveness of [...]
This year has been challenging for both businesses and consumers, with rising cost-of-living pressures leading to shifts in retail habits. During these quieter times, it’s crucial to [...]
When it comes to protecting your intellectual property (IP), it’s essential to understand the distinctions between copyright and trade marks, as each serves a unique purpose in safeguarding your creative and business assets.
If you’ve recently created a paid campaign on Facebook (or Meta as it’s now known), you’ve probably noticed the platform is trying to skew you towards using [...]
The results from our Audience Intelligence Reports for Q2 have incited some interesting conversations amongst our team. For those of you who don’t know, our quarterly Audience [...]
If you’ve been following our tips to improve your website and social media accessibility, you will have seen us harp on about the importance of image alt [...]
Developing an inclusive website accessible to people with diverse abilities is not only best practice, but pivotal to user experience (UX). With 1-in-6 Australians living with a [...]
Blue brands cater to a diverse group of audiences from different backgrounds and levels of ability. For example, government agencies will often promote services, campaigns and ideas [...]
Low engagement on social media and broader digital channels has become an ongoing challenge for blue brands. While it’s easy to blame factors like algorithm changes, you [...]
One of the most common questions we hear from our clients, especially the B2C ones is, “How can we increase our engagement rate on Instagram?”. Instagram, in [...]
Did you know that after approximately 4 exposures to your ad, your conversions can drop by almost half? As Meta increasingly emphasises broad targeting, the effectiveness of [...]
This year has been challenging for both businesses and consumers, with rising cost-of-living pressures leading to shifts in retail habits. During these quieter times, it’s crucial to [...]
When it comes to protecting your intellectual property (IP), it’s essential to understand the distinctions between copyright and trade marks, as each serves a unique purpose in safeguarding your creative and business assets.
If you’ve recently created a paid campaign on Facebook (or Meta as it’s now known), you’ve probably noticed the platform is trying to skew you towards using [...]
The results from our Audience Intelligence Reports for Q2 have incited some interesting conversations amongst our team. For those of you who don’t know, our quarterly Audience [...]
If you’ve been following our tips to improve your website and social media accessibility, you will have seen us harp on about the importance of image alt [...]
Developing an inclusive website accessible to people with diverse abilities is not only best practice, but pivotal to user experience (UX). With 1-in-6 Australians living with a [...]
Blue brands cater to a diverse group of audiences from different backgrounds and levels of ability. For example, government agencies will often promote services, campaigns and ideas [...]
Low engagement on social media and broader digital channels has become an ongoing challenge for blue brands. While it’s easy to blame factors like algorithm changes, you [...]
One of the most common questions we hear from our clients, especially the B2C ones is, “How can we increase our engagement rate on Instagram?”. Instagram, in [...]
