McDonald (depuis le 20 octobre) 50% de ses transactions (sans contacts) sont effectuées depuis Apple Pay

Source: http://www.usine-digitale.fr/editorial/apple-pay-s-impose-deja-chez-mcdonald-s.N297444

Lancé le 20 octobre, le service de paiement par mobile d’Apple séduit de plus en plus d’utilisateurs. Un million de cartes bancaires avaient été activées en moins de 72 heures lors de son lancement et aujourd’hui, c’est du coté de la restauration rapide qu’Apple Pay s’impose. Selon le New York Times, Apple Pay représenterait déjà 50% des transactions sans contact chez McDonald’s.

Les supermarchés haut de gamme Whole Foods ont déclaré plus de 150 000 transactions réalisées viaApple Pay, la chaîne américaine de pharmacie Walgreens annonce que ses paiements par mobile ont doublé depuis l’arrivée d’Apple Pay mais c’est du côté de McDonald’s que la fonctionnalité connaît son plus grand succès.

En effet, selon le New-York Times, McDonald a déclaré que, depuis le 20 octobre, 50% de ses transactions sont effectuées depuis Apple Pay. Le quotidien américain décrit des clients “avides de vérifier que les caisses du restaurant permettent bien de payer par mobile”.

Apple Pay s'impose déjà... chez McDonald's

Même si aucun chiffre ne permet encore d’étayer leur thèse, le New-York Times affirme que partout où Apple Pay peut être utilisé, il domine les autres types de paiement par mobie.

TOYS’R’US MOINS CONVAINCU 

Avec 870 magasins équipés pour accueillir les paiements par Apple Pay, le spécialiste du jouet Toys’R’Us est moins emballé par le concept. La direction reconnaît volontiers que ses paiements par mobile ont augmenté avec l’arrivée d’Apple Pay mais tempère son discours en affirmant que ses clients sont encore frileux à l’idée de payer avec leur smartphone.

Plus facile de payer un Big Mac par iPhone que des jouets ?

Wassinia Zirar

10 takeaways for digital marketers from ad:tech New York (source allvoices.com / Eric Schaal)

10 takeaways for digital marketers from ad:tech New York.

Eric Schaal

Nov 17, 2014

Whether you wanted “results,” advice on e-commerce, tips for creative strategy or perspective on TV viewers in 2015 and beyond, ad:tech New York had a revealing session for that. Here are 10 takeaways for digital marketers gathered from two days’ worth of informative sessions.

1. Engagement for its own sake is not good enough.

Steve Adamis of Adobe opened up a fascinating session on Day Two by playing the engagement card. If you don’t know what 100 new Twitter followers means for your company’s bottom line, there isn’t much use going out and getting them. Come back when you have a business plan.

2. Never take the plunge without measurement.

There was hardly a speaker in sight at ad:tech that didn’t stress the importance of measurement. Whether you are testing the organic reach of Facebook posts or trying out a new tracking technique using in-store Wi-Fi, you better have relevant measurements in place — and know their value.

3. Schedule and share posts outside business hours.

In “Cheat Codes for Marketers,” Allen Gannett of TrackMaven highlighted the futility of most social posts. It turns out it may not be King Content’s fault after all. Before you fire your writers, Gannett suggested timing posts more shrewdly. Most social media users are active early in the morning, late at night and on the weekends. So schedule your posts then and leave posting during business hours for the amateurs.

4. Don’t cut Facebook a blank check.

Does Facebook suck or rock? April Wilson of Digital Analytics 101 debated Chris Treadway of Polygraph Media on that very issue. They both agreed (as did many other speakers at ad:tech) that today’s Facebook must be approached with caution. If you enter the arena, you better have a strong grasp of the system’s complex rules. Keep the checkbook holstered until you do.

5. Design your website for consumers first.

Stephanie Balderrama offered a terrific creative session on website designs and overhauls. Her main points kept coming back to the consumer. You’re building a site with a person in mind. Make sure you know who that is and what they want to do on your site. If you build it right, they will come. Then they’ll come back.

6. Take advantage of free marketing.

Have you declared organic reach dead to rights? Chris Kerns offered his own cheat codes on making real-time marketing work for you. Finding the right time and subject to piggyback on is an advantage marketers should exploit. It often doesn’t matter what the topic is. What do Beyoncé and Best Buy have in common? Nothing anyone can think of, but the retailer provided a test case in smart real-time marketing on the singer’s last birthday.

7. Find the audience tweeting about TV and your brand.

Networks and brands in any industry have to figure out how to engage their audience on social networks. Nielsen’s Erika Faust noted in a panel discussion how brands are looking for a connection between fans of entertainment programs and fans of their own brand. Where the two have affinity is where marketers should direct their attention.

8. It still isn’t about the size of your marketing budget.

Is Google+ stupid? Is scheduling your blog posts for later a waste of time? Not in the slightest, according to aimClear’s Marty Weintraub. There is plenty digital marketers can do in this vein with a small budget and the right approach. These two examples only scratch the surface, but every campaign has to use the available data to maximize value with your budget.

9. The CMO of the future will wear more hats.

Why is the average tenure of chief marketing officers so short? Perhaps it is a reflection on the CMO’s inability to juggle so many new disciplines. Alan Cohen of Giant Spoon and John Nardone of Rocket Fuel agreed the CMO of the future must corral a great deal more data than predecessors did, making the job a bit of chief technology officer, a little chief operations officer, a whole lot of master marketer and more.

10. Agencies are finding relevance in versatility.

Nardone and Cohen’s discussion also touched on the issue of agency relevancy, something that was a hot topic in many sessions ad:tech New York. Both agreed the agency that proves capable of handling the latest technology and showing versatility in other ways will be the one that survives the longest.

Being nimble was a recurring theme over two days of insightful discussions at New York’s Javits Center. The only sure thing is marketers can’t stand pat while the industry barrels forward.

This article is part of Allvoices’ series on ad:tech, the largest, longest-running digital marketing and technology event. 

Infographic: does native advertising actually work? (Australia)


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Data is Killing Demographic Targeting: Audience Insights via Wearable Tech (iMediaConnection Blog)

Source: http://blogs.imediaconnection.com/blog/2014/11/11/data-is-killing-demographic-targeting-audience-insights-via-wearable-tech/

Creative Strategist
140 Proof

“Silicon Valley is familiar with being shaken up, whether by disruptive startups or Google power plays. But the region was quite literally shaken up in the middle of the night by the Napa 2014 earthquake. True to form, San Francisco tech enthusiasts took to Twitter to share their experiences, and shortly after the earthquake, Jawbone had everyone chattering about the data it collected from Bay Area users that night. Only in 2014, the year wearable tech has been projected to grow an astounding 350%, could this kind of data visualization dominate the public’s attention over an act of god.

wearable technology infographic

You don’t need to look very far to see just how much the wearable tech industry has taken off. Step into any gym these days and you’re likely to see more than a few fitness fanatics sporting FitBits designed to help them track every step taken and each calorie consumed. For those who are less health inclined, there are “iRings” designed to help you make music with a wave of your hand. These, along with a wave of new watches and sensory devices, point to the fact that the wearable craze is here to stay. Like iBeacon and social data targeting, it’s threatening the traditional demographics-driven model of marketing.

Data is Killing Demographic Targeting: Audience Insights via Wearable Tech « iMediaConnection Blog

Beyond the locker room

Wearable tech is about more than just counting calories, of course. It generates a huge pool of data that’s helping consumers gather insights about their health and activity. Perhaps just as importantly, it informs industries and offers useful insights to marketers. For instance, wearable tech and its reserves of data have already had a huge impact the healthcare industry. When some smartphone apps and wearable tech sync, parents can monitor their diabetic child’s glucose levels from afar.

Imagine, then, if health insurers were able to access that same data via the child’s device and adjust the family’s insurance rate accordingly. According to a growing number of analysts, it’s likely to happen. Of course, access to big data in this way doesn’t always bode well for consumers, and will likely usher in a new slew of privacy debates. At what point does one distinguish between useful data application and commercial tyranny? Despite concerns, it’s part of a growing pile of evidence of just how much wearable tech’s data is becoming integrated in our lives and business.

Demographics’ days are numbered

If anything, the rapid-fire growth of wearable tech serves as an important reminder that marketers have the unique opportunity —and a growing imperative— to look beyond basic demographics as they aim to reach consumers. Advertising has become overly reliant on demographics which make its targeted consumer look, frankly, one-dimensional. But there are opportunities to expand interest-based targeting, as social data targeting and the growing anonymous app space are showing. As the wearable tech world continues to spawn new forms of data, marketers should look to broaden their demographic horizons just as their industry constituents have.

While analysts tend to focus on the future of the wearable tech, technology has already become closely entwined with our own lives. Marketers should take a close look at how these new fields and data not only integrate into their consumers’ everyday routines, but also into their own targeting strategies.”

Storymaking : une nouvelle dynamique du Marketing Digital ! – JDN Média

Source: http://www.journaldunet.com/ebusiness/expert/59022/passer-du-storytelling-au-storymaking—une-nouvelle-dynamique-du-marketing-digital.shtml

Passer du Storytelling au Storymaking : une nouvelle dynamique du Marketing Digital ! – JDN Média.

Le « Storymaking » ouvre la porte à plus d’innovation et d’originalité pour les marques, voire à une communion avec leurs consommateurs.
L’ère du digital n’a pas seulement révolutionné la sphère des vecteurs de diffusion des contenus à la disposition des marques. Elle développe aujourd’hui un vivier de ressources créatives, en marge des professionnels. Le « Storymaking » ouvre la porte à plus d’innovation et d’originalité pour les marques, voire à une communion avec leurs consommateurs.

Le « Storymaking » ou comment les marques associent le public et les consommateurs à la création

Le bien connu storytelling consiste à raconter une histoire pour la transmettre. Il s’agit d’utiliser cette histoire en support de communication publicitaire. Le « storymaking » est participatif et collaboratif.
Il embarque le consommateur et le public dans un univers capable de capter leur attention, de susciter des émotions et les met souvent dans une position de puissance créatrice au service de la marque.

Le « Storymaking » au cœur de la révolution digitale

Le public et les consommateurs de la marque deviennent un puissant levier, une ressource à la disposition de son marketing digital. Son effet de levier repose sur le participatif et les communautés digitales. La communication publicitaire n’est plus seulement l’œuvre de la chaîne des professionnels. 
Le « Storymaking » intègre la cible et le public au processus créatif. Ils deviennent acteurs impliqués ! 

Oui, les frontières établies se délitent. Le fonctionnement en silos des métiers du marketing devient poreux, laissant filtrer le fluide de contenu entre les différents émetteurs : les marques deviennent des médias, les médias relaient du contenu de marque, les consommateurs se transforment en producteurs de contenu, etc. Mais, les contenus ou « micro contents » sont des expériences créatives et des sources d’attention profitables à une marque parce qu’elles s’affichent ! Fil d’actuFacebook, Snapschat Stories, Instagram, Vine 6sec, Ultravisual… Et ces carrefours d’audience, de « micro content » et de connexions émotionnelles avec les marques peuvent leur échapper. 

Face à ce constat : comment intégrer à la stratégie du marketing digital ces opportunités que porte le « Storymaking » ?

  • Commencer par pénétrer l’univers digital des consommateurs.Appréhender différemment les communautés digitales pour 1) collaborer, co-créer et diffuser du contenu de la marque; 2) définir un cercle prolifique de relais de contenus par les consommateurs et les communautés digitales sur la marque. Ils s’approprient le storytelling pour le partager et le propulser sur leurs réseaux digitaux : storymakers digitaux du « storymaking » de la marque.
  • S’appuyer sur des talents digitaux. Il s’agit de sélectionner des talents créatifs sur le web, ayant une forte communauté de followers online, pour la création de projets. L’approche de ces talents digitaux est un point clé. Chacun a émergé grâce à la relation forte qui l’unit à sa communauté. Pour préserver ce capital, ils doivent interpréter le projet à leur manière, proposer une expérience de marque qui correspond à leur communauté web.
    Parce que leur personnalité fédère leur audience. Certains talents digitaux ont une audience comparable à des médias : les instagramers français VuThéara et NathParis cumulent une audience de près d’1,5 million de followers; Le magicien américain Zach King sur Vine (2 millions de followers) qui vient de réaliser des vidéos très inspirées pour Lacoste ou Opel.
  • Créer et/ou utiliser des outils digitaux qui soient des plateformes d’échanges qui donnent aux consommateurs les moyens de participer au contenu de la marque. Le public digital est un créatif en puissance. Le magazine américain « Wired » titrait au mois d’août 2014 : « Smartphone, theCreative Explosion ». Une multitude de voies permet, en effet, aux consommateurs de s’exprimer, de faire entendre leurs voix : Snaphat Stories, SoundClound mix, Slowmotion Vine, Timelaps Instagram, etc. Ces dispositifs de co-création entre la marque et les consommateurs sont le cœur du « Storymaking ». Elles aboutissent toujours à un véritable engagement du public, au-delà même des consommateurs de la marque, puisqu’ils ont été partie prenante au processus créatif.
  • Elever le niveau d’exigence créative du social média développé par les marques. Il est récurrent que le social média des marques ne soit pas suffisamment considéré par les annonceurs. Or il s’agit d’un point de contact essentiel avec leurs consommateurs. Il est fondamental que tout contenu des marques soit réalisé avec la même ambition de pouvoir embrasser tous les supports médias existants et insuffler cette connexion émotionnelle du consommateur grâce au « Storymaking ».

 

Push notifications increase retention rates by 55 percent / 5 Ways Retailers Should Use Push Notifications

Source: http://www.mediapost.com/publications/article/237771/5-ways-retailers-should-use-push-notifications.html

5 Ways Retailers Should Use Push Notifications

According to Urban Airship, push notifications increase retention rates by 55 percent when users opt to receive them. Notifications aren’t considered spam when they’re sent at the right time and contain valuable content. In fact, users see the messages as both helpful and informative.

If you’re so careful that you’re not willing to try push notifications, you may miss out on opportunities to connect with your customers on a more personal level and gather important insights into their behavior.

Here are five strategies you can employ to send push notifications that customers will appreciate:

1.      Start Small By focusing on transactional or purpose-driven messages, you can encourage users to trust push notifications. Start with notifications about order shipments and payments — things your customers will appreciate being notified about. From there, you can move on to more personalized deals and messages.

2.      Offer Something Special While brick-and-mortar businesses may have lots of casual customers, these customers usually visit infrequently and often don’t know about sales. Push notifications give you a direct, personal line of communication with customers and allow you to suggest special offers that customers wouldn’t normally be able to take advantage of. These messages incentivize users to opt in to push and take advantage of future deals.

3.      Use Data to Customize Deals Use services that let you gather customer data from apps. This data will help you determine which deals to send and the type of calls to action that resonate best with customers. Instead of sending a generic notification about a storewide sale, send customers offers about deals that are relevant to them based on past purchase behavior. Amazon, for instance, sends daily deals promoting different products that target distinct customer segments based on past purchases.

 4.      Time Notifications Strategically You don’t want to send push notifications too often, but you also don’t want to send them to users at times they’re likely to be ignored.

According to personal push notification company Kahuna, customized delivery times based on user preferences result in a conversion uplift of 384 percent.

Sending the right message at the right time, as well as making sure the notifications are valuable, will keep user engagement high.

5.      Re-engage Lost Customers Offer an incentive to customers who have stopped using the app — and stopped visiting your store. These notifications can also tell the user about new app features he or she might find useful.

Lost customers are low-risk targets because they aren’t active, and sending a deal or incentive could bring him or her back to your store.

If you’re a brick-and-mortar retailer, you should take a cue from online retailers and turn push notifications into a competitive advantage. To get started, map the customer journey, and identify times when notifications could add value to the shopping experience. You can also extend in-store engagement by using push notifications in conjunction with beacon technology.

Push notifications let you speak directly to your customers to make a personal connection. When they’re done well, users won’t view your notifications as spam. They’ll see them as helpful and informative messages that inspire engagement, repeat visits, and spontaneous purchases.

Foodporn: Why do we care ? Why do we share ? (Slideshare – Karen Fewell)

First of all, let’s have a look at why people share food photographs across our social channels. We came across this insightful Slideshare presentation from Karen Fewell, Managing Director at Digital Blonde, highlighting key research findings focusing on this topic.

The main reason behind sharing food images is because they are proud of what they have made, followed by recording a special moment or occasion, then because the food looks like art. We liked this slide in particular from one of the respondents, who concludes an interesting approach to this trend.

slideshare-food-social

Zuckerberg On Facebook Organic Reach: We Optimize For Users Not For Businesses

Mark Zuckerberg On Facebook Organic Reach: We Optimize For Users Not For Businesses.

Source: http://marketingland.com/mark-zuckerberg-facebook-town-hall-107096

Facebook CEO answers questions during a live-streamed townhall meeting for the company’s Menlo Park headquarters.

facebook-newsfeed5-ss-1920

Facebook CEO Mark Zuckerberg answered the question on every Facebook marketers’ mind today.

What happened to the organic reach on my Facebook Page?

His answer, during an hour-long Q&A With Mark live-streamed from the company’s Menlo Park headquarters, will sound familiar because Facebook has been giving a variation of the same answer all year.

That Facebook’s billion-plus community is sharing more, which means there’s more competition in the News Feed. The average user, Zuckerberg said, trotting out a well-used stat, could see 1,500 updates a day but only sees about 100. So a business Page aiming to make it into that 100, needs to create “really good content that’s going to be compelling to your customers.”

But Zuckerberg didn’t stop there. He said he empathized with businesses trying to reach customers and that Facebook seriously considers product changes that “will have an impact on someone’s business.” But Facebook will always favor, he said, serving relevant information to its users over making sure businesses reach their customers. Here’s an extended excerpt of what he said on the subject:

There’s this inherent conflict in the system though, which is are we trying to optimize news feed to give each person, all of you guys, the best experience when you’re reading? Or are we trying to help businesses just reach as many people as possible?

And in every decision that we make, we optimize for the first, for making it so that the people who we serve, who use Facebook, and who are reading News Feed get the very best experience that they can. And that means that if a business is sharing content that’s going to be useful for them, then we’ll show that. But that means if the business is sharing content that isn’t going to be useful for them, we may not show that.

As the products continue to develop, there’s going to be more people sharing more things and we’re going to try to continue doing our best in showing the best that we can, knowing that there is no way that a person will take the time to go through every one of the 1,500 things that are shared with them every single day.

There are a lot of pages that are doing quite successfully; their organic reach is growing quite a bit because they are delivering content to people that they really want.

So if you are a business owner and you’re thinking about how to use your free page on Facebook, I would just focus on trying to publish really good content that’s going to be compelling to your customers and the people who are following you.

Zuckerberg’s organic reach speech came early in the hour-long session, which was billed as a town-hall meeting with the Facebook community, and modeled after the company’s weekly in-house Q&A sessions. Zuckerberg said it was an effort to bring more of the company’s internal transparency to its community of 1.35 billion users.

Building Time-Shifted Audiences: Earned social media ‘reminds’ people to watch an episode after the live airing. +10% Tweets = +1.8% Reach (18-34 USA)

Building Time-Shifted Audiences: Does Social TV Play a Role? – Nielsen Social.

Before social media, if you missed a live episode of the latest hit show, you’d feel left out of the conversation at the water cooler. In today’s instantaneous world of social media, however, you’re more likely to feel left out on Twitter. And that fear of missing out seems to be pushing people to catch up: New research from Nielsen found that earned social media ‘reminds’ people to watch an episode after the live airing.

Does #SocialTV remind people to watch after a live airing? @NielsenSocial looks at how social boosts +7 audiences.

Tweet

It’s no secret that audiences today are using more than one screen while watching TV, and recent research from the Advertising Research Foundation (ARF) and FOXViacom and other industry sources has explored the benefits of this activity, from inspiring audiences to start watching new shows to encouraging loyal viewers to watch programs live.

Time-shifted viewing has become increasingly important to networks and advertisers with some networks seeing over 50% of their 18-34 aged viewership coming in the seven-day window after the live airing. In fact, several broadcast networks have stated their intentions to supplement daily overnight ratings with projections for their live “+7″ audiences (i.e., the number of people who watch the show during the seven day period after the live airing).

To understand +7 viewership for any series’ episode, we evaluated 11 different variables across five categories—including measurements, as well as episode, program and network characteristics—to explore what factors contribute to viewers’ decisions to watch a show later in the week.

Many Program Elements Impact Time Shifted Viewing_NielsenSocial

Not surprisingly, the most important factor changing how many viewers watch later was an episode’s live audience tune in, accounting for 42% of variance in +7 TV audiences. So, just under half of the difference between the live and +7 audiences can be explained by the size of the original live audience. Conventional wisdom on several other variables also bore out. For example, reality series were 31% more likely to be watched live. A premiere episode, regardless of genre, was 15% more likely to be watched live.

Interestingly, all 11 variables tested proved to be statistically significant. In other words, all measurements and characteristics we looked at affect time-shifted viewing. In fact, this integrated model explains 72% of the variance in the +7 audience, significantly higher than what the live audience could explain alone. Moreover, Nielsen Twitter TV Ratings (NTTR) impressions were significant, even after accounting for the effect of the other 10 variables. Specifically, a 10% increase in NTTR impressions corresponded to a 1.8% increase in the +7 audience, indicating that social media activity around TV programming is playing a role in driving viewers to watch programming later in the week.

How does Social Impact Time-shifted Viewing_NielsenSocial

To further explore social media’s effect on time-shifted viewing, we isolated a set of shows that have the same exact characteristics (e.g., broadcast, non-Spanish, drama series etc.) aside from audience size and NTTR impressions. Splitting each set of shows into two buckets, high and low social, we can compare each group’s delayed viewing relative to its live audience. For ‘high social’ shows, +7 audiences are 36% larger than live audiences while ‘low social’ shows’ +7 audiences are just 16% larger than live audiences. In other words, more social shows see a greater boost in time-shifted audiences than less social ones.

Highly social shows see boost in time-shifted audience_nielsensocial

These analyses have two big implications for the industry. First, networks gain insight into their delayed audiences and how to grow them. Second, they help explain how much impact social media has on delayed TV viewing today. 

“We are aware from our work with the ARF that exposure to TV Tweets drives consumers to take action,” said Judit Nagy, Vice President of Analytics, FOX. “And these recent findings further demonstrate an undiscovered opportunity in social word of mouth during and around live programming. For FOX programs, we see a relationship between ratings and a program’s social share of voice, demonstrating the potential for social conversation to generate and increase Live +7 performance.”

“We all know that social media has value, but quantifying that still remains a mystery,” added Nagy. “These findings get us one step closer to fully understanding the relationship between social activity and TV ratings and enabling us to take better advantage of social media as a platform that can drive viewership.”

Networks can use these approaches to measure the impact of stronger social media investments (e.g., getting the program cast to engage audiences by Tweeting during live airings) on delayed viewing. They also encourage TV networks to create more sharable content (e.g., memes, short-form video, games, etc.). As social media becomes further ingrained in audiences’ TV viewing habits, these results will continue to improve our understanding of the social TV phenomenon and build toward additional, practical insights for networks and advertisers.

 

Methodology

For the purposes of this research, earned social media was measured using Nielsen Twitter TV Ratings (NTTR), which measure the number of people posting Tweets about TV as well as the “audience” of people who actually see those Tweets. Specifically, the NTTR metric evaluated was Live +7 Twitter TV Impressions across demographic segments (13+), which measure the total number of times any Tweets about a TV episode were seen from when the Tweets were sent until the end of the broadcast day, 7 days following air. Our dataset included over 5,000 primetime series first-run airings during the 2013-2014 TV season from 17 English and Spanish broadcast and cable networks. We evaluated the TV viewing behavior of the 18-34 aged segment, as it generally accounts for at least 40% of the Twitter TV activity for primetime series programming.

86% des premières marques mondiales sur Instagram | Viuz

86% des premières marques mondiales sur Instagram | Viuz.

source: http://www.viuz.com/2014/10/30/86-des-premieres-marques-mondiales-sur-instagram/

D’après la dernière étude de Simply Measured , 86% des top marques mondiales du classement Interbrand sont aujourd’hui présentes sur Instagram contre 71% il y a un an. Le nombre d’engagement sur les marques a également doublé en un an.

Instagram compte désormais plus de 200 millions d’utilisateurs et 60 millions de photos postées quotidiennement.

Selon l’étude qui a analysé plus de 6000 posts de marques, 73% des marques postent au moins une photo et une vidéo par mois. Un chiffre en hausse de 35% depuis 2012.

En termes de fréquence La plupart des marques postent entre 10 et 20 fois par mois, qui est la catégorie de posting qui a connu la plus forte augmentation en 2014.

Hausse de l’engagement

L’engagement sur les posts de marques s’est également considérablement accru en deux ans. Il est passé de 3,648 likes et commentaires en 2012 à plus de 18,822 aujourd’hui.

Chaque post suscite en moyenne 216 commentaires (50% sont publiés dans les premières 6 heures et 75% dans les premières 48heures). L’étude précise que les posts les plus performants ont une durée plus longue et atteignent 50% du total de leurs commentaires au bout de 13 heures.

Handle et Hashtags les bonnes pratiques

L’étude note par ailleurs que les légendes de photo mentionnant un Handle (@mention) recevaient 56% d’engagement en plus même si seulement 32% des marques les utilisent. Par ailleurs 91% des marques utilisent les hashtags #. Ils procurent en moyenne 12,1% d’engagement en plus.

Autre enseignement de l’étude, les hashtags de Localisation utilisé dans les posts génèrent en moyenne 73% d’engagement en plus.


En savoir plus sur http://www.viuz.com/2014/10/30/86-des-premieres-marques-mondiales-sur-instagram/#oPrPh2rkx0ovPLAf.99

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