Social Scanner: Insights from Sonic Boom’s Reddit report

Russ Martin's social media news roundup

If you want to know what’s happening on the social web, Reddit’s a wealth of information. The social news site’s homepage, self-described as The Front Page of the Internet, is a microcosm of everything happening online.

With that in mind, Reddit and Sonic Boom, the social arm of National PR, studied over 20,000 conversations on Reddit to forecast trends for 2015. The resulting report, The State of Public Discourse, was presented Tuesday at North by North East Interactive in Toronto.

It has three top line lessons for brands. The first is that individualism is of great importance to Reddit users, and do consumers at large. According to the report, brands that allow consumers to express themselves will be loved and appreciated, as will brands that connect with consumers over their individual interests.

Second, consumers value fairness. The report showed that Reddit users will “go to great lengths” to determine whether a company’s business practices are fair and ethical. It points to Canada’s big three telecoms – Rogers, Telus and Bell – as an example, noting that Reddit users consistently take all three to task for price fixing and poor customer service.

Lastly, the report showed that consumers on Reddit value innovation. Brands like Tesla Motors that are seen as innovators are celebrated on the site. “Everyone (from celebrities to brands) is constantly expected to innovate as it is now the minimum requirement to keep audiences interested,” the report reads.

Facebook launches Slingshot

As we reported last week, Facebook accidentally uploaded a new app, Slingshot, to the Apple App Store before quickly taking it down. This week the product got the full launch treatment. The app is basically a Snapchat clone, offering all the same functionality as the app Facebook once tried to buy, including adding captions and drawing on images and videos that are deleted once the received sees them. Meanwhile Snapchat just introduced a new feature that allows consumers at the same event to combine their snaps into a single “story.”

The brands winning the World Cup on YouTube

Google has released a list of the top football-related ads as of June 18 to show which brands are winning the world cup so far. Activia comes in at the top of the list with its sponsorship of Shakira’s World Cup anthem La La La, having garnered 136 million views since it was published on May 22. Nike’s Winner Stays ad, which was the fourth most popular ad on YouTube in Canada in April, got another World Cup bump and came in at number two. Also in the top 10: Samsung, Adidas and Castrol. On average, the brands in the top 10 increased their subscriber base 18% over the past month, thanks to their
videos connecting with soccer fans.

The full list, which changes in real-time, is available here.

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The Numbers

BuzzSumo is the latest to take a stab at the mystical unicorn question, “Why does content go viral?” The firm studied the share counts of 100 million online articles from the past eight months. Here’s a by-the-numbers look at its findings.

8,859

Average number of shares for long form content (3,000-10,000 words), by far the most viral type of content.

65

Average number of shares for an article with at least one image, compared to just 28 for articles with no images.

80

Percentage of the top 10 articles overall that were quizzes.

10

The magic number for listicles. Lists of 10 items got the most shares, followed by 23, 16, and 24.

96

Percentage drop shares on articles had on average after three days

Media Articles

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Michelle Digulla talks about her firm's research into Ontarians' readership habits

Cannes 2016: Just 12 Lions equals tough year for Canada

After a stellar 2015, Canada's medal count dips in 2016. Judy John's suggestion to be better in 2017

Cannes 2016: Harvey Nichols’ CCTV spot named Film Grand Prix

Canada shut out of the competition despite nine shortlisted entries

Cannes 2016: Black Friday shutdown wins top Titanium

Titanium Grand Prix goes to REI, Integrated Grand Prix awarded to Netflix

Cannes 2016: Under Armour wins Film Craft Grand Prix

The sportswear brand races off with the top honour of the competition

Premium media requires a different kind of creative

Study says media choice affects brand perception, experts urge nuanced execution

Cannes 2016: Edeka and Beyoncé both named Music Grand Prix

J. Walter Thompson Canada's "Just Another Day" for SickKids wins Silver Lion