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The year of Vine, Snapchat and Instagram Video

Smart Social takes a look at the big moments from 2013

Friday, 24 January 2014

2013 brought many gifts to social media. Vine, Instagram Video, Twerking…wait, what?

But seriously, 2013 was a big year for social media. It proved that if pictures do speak 1000 words, video is worth a couple of thousand more. Twitter’s six second video application Vine took over Twitter, with around five tweets per second containing a Vine link, and since the launch of Instagram’s video function in June, Instagram videos receive an estimated two times more engagement than Instagram photos. Mobile commerce group Neomobile predicts two thirds of mobile data traffic will be video by 2017, and it looks like they might be right.

It turns out social media is better than porn, claiming the spot as number one activity on the web. Also, Mum was right and we are all slaves to our mobile phones, with 25 per cent of smartphone owners ages 18 – 44 admitting they couldn’t remember the last time their phone wasn’t at arm’s length. In fact, 189 million Facebook users are ‘mobile only’, and never log on from their computers.

In 2013 we learnt social media isn’t just for kids, in fact the 55 – 64 year age bracket is the fastest growing on Twitter, and the 45 – 54 demographic is the fastest growing on Facebook and Google+, growing by 46 and 56 per cent respectively.

Social media’s reach is just going to get bigger in 2014; the figures speak for themselves. Justin Bieber has more Twitter followers than there are people in Germany. So do Katy Perry and Lady Gaga. And if Facebook was a country, it would have double the population of the United States of America. Mobile application Snapchat captured the selfie-obsessed hearts of teenagers wordwide, with up to 350 million snaps sent per day, and will be one for advertisers to explore further in 2014.

Businesses are understandably taking advantage of the growing social media space, and 93% of marketers say they use social media as part of their marketing strategy.

What were some of your favourite social media moments in 2013?

We asked around the office and put together some of the highlights…

Oreo’s perfectly timed tweet during the Super Bowl Blackout

The Super Bowl is prime advertising real estate, but funnily enough the ad that attracted the most attention was a simple tweet by Oreo. Oreo tweeted “Power out? No problem” with an image of an Oreo and the words “You can still dunk in the dark.” The opportunistic tweet was retweeted 10,000 times in one hour.

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Dove’s Real Beauty Sketches

Dove brought back its Real Beauty campaign with a video where a forensic sketch artist who couldn’t see his subjects drew two portraits of the same woman, first based on her own self-description, and then based on a stranger’s description. The portraits sketched from the stranger’s description turned out to be more flattering and also more accurate. The campaign went viral, showing women they are more beautiful than they think.

Love16Handles Snapchat campaign

UK frozen yoghurt chain 16Handles was one of the first to use Snapchat for advertising. 16Handles invited customers to send snaps of themselves at any 16Handles location to Love16Handles, and in return 16Handles snapped back promotional coupons.

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Images sourced from Oreo & 16Handles