If you missed our first ThoughtLeadr webinar presentation on Emerging Media, no fear. We put together a quick review of the webinar below with a link to the recording which includes the presentation slides of the event.
There is a new category of Emerging Media: Social Interest sites
Emerging Media consist of the wave of growing social interest sites that have specific characteristics that Digital Media Buyers and Planners should know. ThoughtLeadr has identified three metrics that will quickly identify an emerging media site:
- Explosive Growth = Pageview Growth is greater than 200%, Year over Year
- Massive Engagement = Time on Site is between 14 – 15 minutes per users
- Stickiness = Returning users should be greater than 50% of daily users
A number of sites that ThoughtLeadr defines as “Social Interest” sites have come out of this filter we applied to over 1,000 websites, including the top 259 Social Networking sites as categorized by Alexa. These sites include the following growing social communities.
On the presentation, we share some highlights of the performance of these Social Interest sites.
reddit fits the Emerging Media criteria
reddit, the Social Interest site, fits the Emerging Media filter with the following characteristics.
- Explosive Growth = Accelerating from 249% Year-over-Year
- Massive Engagement = Average Time on Site is between 16 minutes per user
- Stickiness = Returning users make up 80% of daily users
When the ThoughtLeadr team compared the growth in the number of man-hours spent on reddit from 2009 – 2011, time on site grew from 4 million man hours to 50 million man hours. That engagement is equivalent to building 7 Empire State buildings.
Brand experiences on reddit
Smart brands currently take advantage of reddit. They run full, native social campaigns on reddit, driving immense engagement with a captive audience. Degree Adrenaline executed a one-day campaign. The result of that campaign shows that large segments of emerging media communities are ready to engage with brands.
Emerging Media’s Social Interest sites are quickly emerging as alternative communities with a high degree of loyalty, growth, and engagement. Digital Media Buyers and Planners need to understand how to take advantage of these platforms.
Would you like to learn more about the emerging native, social media advertising opportunities? Please send us a note at firstname.lastname@example.org or contact us. We’d love to hear from you and share other case studies and lessons.