Union Metrics

Powerful social analytics for marketers. We make TweetReach, Union Metrics for Tumblr and Union Metrics for Instagram.

Union Metrics

Wednesday • Aug 27, 2014 linkicon
When It Comes to Social Measurement, Corporate Marketers Can’t Get It Together: Half of corporate execs can measure social’s ROI | eMarketer

"When the study asked corporate executives worldwide—those who said they worked for “brands, end-users and corporations”—if they were confident that they were accurately measuring social media’s effect, fewer than 34% of respondents said they were, a percentage that had changed little over the past four years." 

The key to success? Set clear goals that are tied to your business goals, decide what you’re going to measure, and invest in the resources- people, tools, etc- to do the measuring.
Then test, measure, test, measure, repeat.
It’s not glamorous and it doesn’t work overnight.  

When It Comes to Social Measurement, Corporate Marketers Can’t Get It Together: Half of corporate execs can measure social’s ROI | eMarketer

"When the study asked corporate executives worldwide—those who said they worked for “brands, end-users and corporations”—if they were confident that they were accurately measuring social media’s effect, fewer than 34% of respondents said they were, a percentage that had changed little over the past four years." 

The key to success? Set clear goals that are tied to your business goals, decide what you’re going to measure, and invest in the resources- people, tools, etc- to do the measuring.

Then test, measure, test, measure, repeat.

It’s not glamorous and it doesn’t work overnight.  

Wednesday • Aug 27, 2014 linkicon

"Overall strategy on Instagram- as on any social platform- should always be testing new material, measuring the response, and tweaking it as you go forward."

Want to learn more about popular communities on Instagram? Download our whitepaper on the Fitness community to learn more about how Instagram users build their #fitfams and how brands can meet them-respectfully- in these spaces they’ve built. 

Tuesday • Aug 26, 2014 linkicon

instagram-business:

Introducing Hyperlapse from Instagram

Since launching Instagram nearly four years ago, it has been a priority to bring the community simple yet powerful tools that let people capture their moments and express their creativity. Today, we’re excited to announce Hyperlapse from Instagram, a new app to capture high-quality time lapse videos even while in motion.

Traditionally, time lapse videos depend on holding your phone or camera still while you film. Hyperlapse from Instagram features built-in stabilization technology that lets people create moving, handheld time lapses that result in a cinematic look, quality and feel.

Since Hyperplapse is all about capturing objects, people, and places in motion, we’re really excited to see how businesses will use the app. Whether shooting products on an assembly line, actors behind the scenes, or a buzzing restaurant scene, we think businesses can use Hyperlapse to convey a side of their brands on Instagram that people won’t be able to see anywhere else.

Some tips to get you started:

  • Even though Hyperlapse is new, it shouldn’t require you to change your content strategy. Think of the app as another tool to help your team create compelling videos on Instagram and to visually express what’s most unique about your brand.
  • Consider capturing a man-made or natural process that’s core to your brand, normally hidden from public view, and becomes even more compelling when conveyed through video footage that’s sped up by several times.
  • For inspiration, check out what others in the community are doing. Over the next several days, we’ll feature some amazing examples on the Instagram and Instagram for Business blogs.

We’re thrilled about the creative possibilities Hyperlapse unlocks for your brand. And we can’t wait to see what you’ll create.

To learn more about what stabilization looks like in Hyperlapse, check out this video.

To learn more about Hyperlapse from Instagram, check out help.instagram.com.

Hyperlapse from Instagram is available today in Apple’s App store. It is currently only available for iOS.

What will your brand create with Hyperlapse?

Tuesday • Aug 26, 2014 linkicon
The 2014 Emmys on Tumblr: Who were Tumblrs’ favs? | Above gifset via mockingday 
The Emmys aired last night, and Tumblr spent the evening gif-ing and reblogging away their favs. Who came out on top? The above gifset of Natalie Dormer on the red carpet was the most popular Emmys related post, earning over 17k notes.
Another top post included her Game of Thrones cast-mates, but 5 of the 10 most popular Emmy posts featured cast members from Netflix series Orange Is the New Black, with actress Laverne Cox appearing twice.  

(Photo source: x)
Honorable mentions go to BBC shows Sherlock and Orphan Black. Fans of Orphan Black are passionate in their campaign for lead actress Tatiana Maslany to get recognition for the multiple roles she plays on the show. 

Maybe next year, Tatiana! At least you know Tumblr loves you. 
Zoom Info
The 2014 Emmys on Tumblr: Who were Tumblrs’ favs? | Above gifset via mockingday 
The Emmys aired last night, and Tumblr spent the evening gif-ing and reblogging away their favs. Who came out on top? The above gifset of Natalie Dormer on the red carpet was the most popular Emmys related post, earning over 17k notes.
Another top post included her Game of Thrones cast-mates, but 5 of the 10 most popular Emmy posts featured cast members from Netflix series Orange Is the New Black, with actress Laverne Cox appearing twice.  

(Photo source: x)
Honorable mentions go to BBC shows Sherlock and Orphan Black. Fans of Orphan Black are passionate in their campaign for lead actress Tatiana Maslany to get recognition for the multiple roles she plays on the show. 

Maybe next year, Tatiana! At least you know Tumblr loves you. 
Zoom Info
The 2014 Emmys on Tumblr: Who were Tumblrs’ favs? | Above gifset via mockingday 
The Emmys aired last night, and Tumblr spent the evening gif-ing and reblogging away their favs. Who came out on top? The above gifset of Natalie Dormer on the red carpet was the most popular Emmys related post, earning over 17k notes.
Another top post included her Game of Thrones cast-mates, but 5 of the 10 most popular Emmy posts featured cast members from Netflix series Orange Is the New Black, with actress Laverne Cox appearing twice.  

(Photo source: x)
Honorable mentions go to BBC shows Sherlock and Orphan Black. Fans of Orphan Black are passionate in their campaign for lead actress Tatiana Maslany to get recognition for the multiple roles she plays on the show. 

Maybe next year, Tatiana! At least you know Tumblr loves you. 
Zoom Info
The 2014 Emmys on Tumblr: Who were Tumblrs’ favs? | Above gifset via mockingday 
The Emmys aired last night, and Tumblr spent the evening gif-ing and reblogging away their favs. Who came out on top? The above gifset of Natalie Dormer on the red carpet was the most popular Emmys related post, earning over 17k notes.
Another top post included her Game of Thrones cast-mates, but 5 of the 10 most popular Emmy posts featured cast members from Netflix series Orange Is the New Black, with actress Laverne Cox appearing twice.  

(Photo source: x)
Honorable mentions go to BBC shows Sherlock and Orphan Black. Fans of Orphan Black are passionate in their campaign for lead actress Tatiana Maslany to get recognition for the multiple roles she plays on the show. 

Maybe next year, Tatiana! At least you know Tumblr loves you. 
Zoom Info

The 2014 Emmys on Tumblr: Who were Tumblrs’ favs? | Above gifset via mockingday 

The Emmys aired last night, and Tumblr spent the evening gif-ing and reblogging away their favs. Who came out on top? The above gifset of Natalie Dormer on the red carpet was the most popular Emmys related post, earning over 17k notes.

Another top post included her Game of Thrones cast-mates, but 5 of the 10 most popular Emmy posts featured cast members from Netflix series Orange Is the New Black, with actress Laverne Cox appearing twice.  

(Photo source: x)

Honorable mentions go to BBC shows Sherlock and Orphan Black. Fans of Orphan Black are passionate in their campaign for lead actress Tatiana Maslany to get recognition for the multiple roles she plays on the show. 

Maybe next year, Tatiana! At least you know Tumblr loves you. 

Monday • Aug 25, 2014 linkicon
Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)
Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 
From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community. 
Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.
Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 
Zoom Info
Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)
Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 
From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community. 
Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.
Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 
Zoom Info
Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)
Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 
From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community. 
Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.
Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 
Zoom Info
Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)
Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 
From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community. 
Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.
Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 
Zoom Info
Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)
Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 
From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community. 
Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.
Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 
Zoom Info
Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)
Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 
From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community. 
Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.
Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 
Zoom Info
Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)
Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 
From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community. 
Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.
Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 
Zoom Info
Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)
Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 
From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community. 
Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.
Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 
Zoom Info

Doctor Who Season 8 Premiere on Tumblr | Above gifset source (x)

Doctor Who has one of the biggest and most highly engaged fandoms on Tumblr, and this weekend they were out in full force again for the 8th season premiere of the show since its reboot; this season featuring a new Doctor, redecorated TARDIS, and the redone show opening seen above, currently the most popular Doctor Who related post on Tumblr. 

From Friday, August 22nd through Sunday, August 24th, 59.5k posts were made about Doctor Who by a community of 796.4k Tumblr users, earning 3.6 million notes. That’s an average of 61 notes per post, putting a single weekend of Doctor Who on par with a month’s worth of posts from the science community

Gifsets were some of the most popular posts made, along with episode recaps and reminders drawn in MS Paint and even a callback to Twelfth Doctor Capaldi’s previous role from The Thick of It.

Gifsets are popular in Tumblr fandom for their ability to replay small moments that lend greater significance to characters and moments in a series that are easy to miss during a show’s initial run. The official Doctor Who Tumblr understands this about their audience and uses a lot of gifsets in their posts. 

Very cleverly done. 

Monday • Aug 25, 2014 linkicon
The VMA’s on Tumblr: Queen Bey | Above: The most popular post around the MTV VMAs on Tumblr, from MTV’s own Style blog. 
54.9k posts were made by 893.8k Tumblr users in the week leading up to the MTV Video Music Awards (VMAs), earning 3.5 million notes, or about 63 notes per post. And judging by the most popular posts, Beyoncé won the night; 6 of the top 10 were everything from gifs and stills of her performance, to shots of her family and Orange Is the New Black actress Laverne Cox dancing in the audience during her performance. 

(gif source: x) 
Non-Bey top posts included a gif of Nicki Minaj’s performance, red carpet moments, and Tumblr user’s interpretations of various moments between artists. 
MTV is also a big part of the conversation around their own awards show: 4 of the top 10 posts were from their blogs, while two more from other brands (Mashable and Buzzfeed).
Your fans and followers are talking about you; be smart like MTV and join the conversation in such a way that they’ll want to listen and include you. 
(Oh, and we’ve seen Beyoncé’s tendency to rule events before.) 

The VMA’s on Tumblr: Queen Bey | Above: The most popular post around the MTV VMAs on Tumblr, from MTV’s own Style blog. 

54.9k posts were made by 893.8k Tumblr users in the week leading up to the MTV Video Music Awards (VMAs), earning 3.5 million notes, or about 63 notes per post. And judging by the most popular posts, Beyoncé won the night; 6 of the top 10 were everything from gifs and stills of her performance, to shots of her family and Orange Is the New Black actress Laverne Cox dancing in the audience during her performance. 

(gif source: x

Non-Bey top posts included a gif of Nicki Minaj’s performance, red carpet moments, and Tumblr user’s interpretations of various moments between artists

MTV is also a big part of the conversation around their own awards show: 4 of the top 10 posts were from their blogs, while two more from other brands (Mashable and Buzzfeed).

Your fans and followers are talking about you; be smart like MTV and join the conversation in such a way that they’ll want to listen and include you. 

(Oh, and we’ve seen Beyoncé’s tendency to rule events before.) 

Sunday • Aug 24, 2014 linkicon

You can’t consider a Snapchat strategy for your brand unless you really understand what Snapchat is and how it works. 

[via A Snapchat Explainer for Non-Millennials | Re/code] 

Already an advanced Snapchat user? Here’s 9 things Mashable would change about the app. Do you agree? What would you change?

Saturday • Aug 23, 2014 linkicon
The Easiest Way to Create GIFs From YouTube Videos | Social Times 

"…GIFs are the darlings of the Internet, but they’re also annoying to create without Photoshop. That’s no longer true with this new web application that lets you generate your own GIFs from YouTube videos." 

The more you know. 

The Easiest Way to Create GIFs From YouTube Videos | Social Times 

"…GIFs are the darlings of the Internet, but they’re also annoying to create without Photoshop. That’s no longer true with this new web application that lets you generate your own GIFs from YouTube videos." 

The more you know. 

Friday • Aug 22, 2014 linkicon
marketr:

All too often the way brands interact with millennials on social media feels stuffy and detached. But as a major destination for the 18-34 year old demographic—41% of our U.S. visitors, according to comScore—we’re in a unique position to see what really works. Today we’re sharing a few things brands can do to make content that resonates with millennials. 
Tip #1: Share normal human experiences. 
This shouldn’t be hard: Millennials are people too, you know. They have the same feelings and emotions as everyone else. Bond over that, like with AT&T’s happy dance. 
Tip #2: Make ‘em laugh. 
If you’re funny, be funny. If you’re not, you can still get a smile out of them by helping them escape their normal lives. Patagonia inspires people to take adventures. Keds gets some help from celebrities. And Wendy’s takes cues from popular culture.
Tip #3: Use memes wisely. 
Things move really fast on the internet and there’s nothing worse than being two months late for a meme. Such lame. Many smh. The great thing about Tumblr is how long content circulates on the network (a third of all reblogs a post earns happen 30 days after the initial post*). That means you can focus on evergreen content like this enduring and endearing piece from Madewell, which was published more than 18 months ago and is still earning notes.
We can’t tell you what’s best for your brand. All we can do is encourage you, as a marketer, to think about content that you’d post your personal blog. That’s how you’ll make content that actually resonates with the community. 
*Tumblr internal data

marketr:

All too often the way brands interact with millennials on social media feels stuffy and detached. But as a major destination for the 18-34 year old demographic—41% of our U.S. visitors, according to comScore—we’re in a unique position to see what really works. Today we’re sharing a few things brands can do to make content that resonates with millennials. 

Tip #1: Share normal human experiences. 

This shouldn’t be hard: Millennials are people too, you know. They have the same feelings and emotions as everyone else. Bond over that, like with AT&T’s happy dance

Tip #2: Make ‘em laugh. 

If you’re funny, be funny. If you’re not, you can still get a smile out of them by helping them escape their normal lives. Patagonia inspires people to take adventures. Keds gets some help from celebrities. And Wendy’s takes cues from popular culture.

Tip #3: Use memes wisely. 

Things move really fast on the internet and there’s nothing worse than being two months late for a meme. Such lame. Many smh. The great thing about Tumblr is how long content circulates on the network (a third of all reblogs a post earns happen 30 days after the initial post*). That means you can focus on evergreen content like this enduring and endearing piece from Madewell, which was published more than 18 months ago and is still earning notes.

We can’t tell you what’s best for your brand. All we can do is encourage you, as a marketer, to think about content that you’d post your personal blog. That’s how you’ll make content that actually resonates with the community. 

*Tumblr internal data

Friday • Aug 22, 2014 linkicon
Friday Reads: A quick collection of the best things we’ve been reading this week. This week it’s all about visual media and marketing: 
12 Ways to Boost Your Visual Media Performance [Geoff Livingston]

"Twitter has gone the way of visuals, too. Make sure your work is noticed by using Twitter Cards to feature images and other information, such as a sign-up form.
Use Twitter Cards to feature full-sized images in the news stream.” 

Related: Five ways to embrace Twitter as a visual medium at the TweetReach blog. 
How Using Images in Social Media Marketing Can Help Improve Business by Nilay Dhamsania [Social Media Today] 

"What is it that makes you read or click through a post? A careful analysis shows that most activity in social media sites is triggered by visual representations or images." 

But not just any images: you’ve got to find a visual content strategy that resonates with your audience just as much as a written one. 

Friday Reads: A quick collection of the best things we’ve been reading this week. This week it’s all about visual media and marketing: 

"Twitter has gone the way of visuals, too. Make sure your work is noticed by using Twitter Cards to feature images and other information, such as a sign-up form.

Use Twitter Cards to feature full-sized images in the news stream.” 

Related: Five ways to embrace Twitter as a visual medium at the TweetReach blog. 

"What is it that makes you read or click through a post? A careful analysis shows that most activity in social media sites is triggered by visual representations or images." 

But not just any images: you’ve got to find a visual content strategy that resonates with your audience just as much as a written one.