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You can see that the highest open rates occurred with four-word length subject lines and the lowest open rates were tied to nine-word length subject lines. But the click-to-open rates didn’t correlate, meaning high open rates did not correlate to high click-to-open rates.

The winner was seven words for overall engagement. And if you write a subject line with eight words, well, you’re in for a shock! It’s nearly half the performance as subject lines with only one less word.

Fewer marketers are using Instagram than other networks. 58% of marketers are on Instagram, compared to 94% on Twitter and 82% on Facebook. Naturally, less competition is going to translate to more opportunity. (Of course, as more marketers catch on, this will change.)

Instagram has a younger median age (27 years old), which may account for why users are more likely to interact with brands.

slick pics actually don’t produce nearly the same engagement rates as original “non-glossy pictures shot outside of a studio” – the agency’s description of what an “Instagram photo” should look like.

Not even the promise of lower CPMs as a result of less competition was enough to tempt large swaths of advertisers to change their view of the platform last year. But it wasn’t for lack of effort. Snapchat execs pushed the self serve auction model in the U.K. for much of 2018.

Snapchat’s impressions are now the cheapest of its peers, according to the ad buyers interviewed for this article.

ll told, the ephemeral mobile messaging app had a good year in 2018 thanks in part to the arrival of the Snap Pixel. When it launched last summer, the pixel gave its ad business more clout as agencies could go to advertisers with more accurate data based on how Snapchat’s ads drive direct response clicks to websites. Deeper data on what actions Snapchat’s ads drove meant ad buyers could move away from last click attribution models.

Twitter not only was best for generating leads, but it also showed the highest conversion rates. Compared to the 1.22% average for social media (which was below the 1.6% average for all site sources), Twitter had a 78% higher conversion rate (2.17%), easily outperforming LinkedIn (0.8%) and Facebook (0.74%). That’s despite LinkedIn having the highest engagement rate by pageviews per visit (2.5), and Twitter the least (1.5).

cost-per-click (CPC) is down 2 percent year-over-year and 11 percent quarter-over-quarter, while clickthrough rate (CTR) rose 160 percent YoY and 20 percent QoQ. Facebook ad clicks overall were increased by 70 percent YoY and 48 percent QoQ. Impressions are up 40 percent YoY and 41 percent QoQ.

Comments on ad posts are up 16 percent YoY and 40 percent QoQ; likes are down 4 percent YoY and shares are up 2 percent. Engagement on video is up 25 percent YoY and 58 percent QoQ, showing that auto-play videos haven’t been as toxic as feared. Video plays are up 785 percent YoY and 134 percent QoQ after auto-play videos were implemented in Q4. Nearly 1/4 of all video plays on Facebook happen on Fridays. Posts with images still gain the most engagement, though the percentage of engagement for photo, link and text posts are all down YoY. Posts with links are up 77 percent YoY and 167 percent QoQ, as Facebook has made great strides in making link posts more visual. Most impressions in Q1 came on a Friday, with 15.7 percent of all impressions. Sunday is the least likely day to receive a comment on a post. Facebook referred revenue per visit is up 11 percent year-over-year and 2 percent quarter-over-quarter. Facebook produces 75 percent of traffic to retail sites, up 2 percent year-over-year and 13 percent quarter-over-quarter. Facebook refers 52 percent of social traffic to B2B high tech sites, up 34 percent year-over-year.

Nielsen competitor ComScore is trying hard to create a product that will loosen Nielsen's grip on TV ratings, but that's a nearly impossible task. The question is less whether Nielsen's TV ratings will go away than whether traditional linear cable agreements will eventually go away and Nielsen's ratings system will become obsolete

There's just too much that's too similar on TV, and the wars of attrition with cable operators mean all packages just aren't going to contain all channels anymore. They can't afford to.

Third parties like Acxiom and Experian have an incredible amount of information, and the CEO of Acxiom told us consumers should have to pay to prevent their financial data from circulating among anybody who wants to buy it, basically like getting an upgrade on an airline.

Twitter shows you everything posted by those you follow: news, thoughts from friends, pictures and more. You dip in and out as you like. But similar to live TV, when you turn it off — when you’re not actively watching Twitter — then you’re missing everything. Those 10 or 100 or 1,000 accounts you follow? Even though Twitter shows you everything from them, unlike Facebook, you’ll largely miss whatever they do if you’re not watching Twitter constantly.

That 5% engagement rate sounds pretty good, but it’s based only on the 7,195 people who actually saw my tweet. What’s the engagement rate for my overall audience of 390,000? That’s 0.1%, rounded up from 0.0923%.

Tweet & Tweet Again To Reach 30% Of Your Audience Twitter’s own post suggests that high visibility isn’t common. Consider this from it wrote today: We saw that brands that tweet two to three times per day can typically reach an audience size that’s equal to 30% of their follower base during a given week. This indicates that Tweet consistency is a key factor when it comes to maximizing your organic reach on Twitter.

Personalization is shown to increase open rates for most users, and may work well when combined with targeted automations such as birthday deals and post-purchase follow-ups.

try to communicate the benefits of your promotions, or call attention to specific deals.

Subject line researcher shows you the effectiveness of different keywords. Search for a word or phrase, and we'll compare your terms to all subject lines ever sent through MailChimp. Then we'll list related terms and phrases, and use a 5-star rating system to show you how each one performed.

Marketers are siphoning budgets from display campaigns on Twitter to its video ads, which when synchronised with TV media buys can lead to a 10 per cent lift in their return-on-investment from the legacy medium.

To propel its own video offering, Twitter is working on features such as demographic targeting and validation, gross rating point and target rating point as well as reporting.

We are focused on live premium content in all sports, news and politics as well as entertainment to bring together for our users what they are already talking about, what they already care about," added Bain.  The company will be hoping live streaming help lift its monthly active users. It’s been an ongoing problem for the social network and while it moved up slightly in the quarter, up to 310 million compared to 305 million in the previous one, growth has been fairly stagnant for the last year.

As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%.   As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.

Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012.  Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs.  Agencies are much mo

s for social media, YouTube and Facebook lead all platforms with LinkedIn, Google+ and Twitter not as popular. Among BtoB respondents, 53% found social extremely/very valuable for finding relevant technology content on the Web, which is double the 2010 figure.  Not surprisingly, 18- to 34-year-olds are most active with social media.  According to all users in the IDG survey, 60% rely most on tech sites, 46% peers or colleagues, and 43% independent tech journalists/bloggers.

100 characters is the engagement sweet spot for a tweet. 

But 40 is the magic number that Jeff Bullas found was most effective in his study of retail brands on Facebook. He measured engagement of posts, defined by “like” rate and comment rate, and the ultra-short 40-character posts received 86 percent higher engagement than others.

The ideal length of a headline is 6 words

Twitter ads generate clicks at a significantly higher rate than Facebook. As a result, the firm found, advertisers are significantly dialing up their Twitter ad spending.

“Business & Consumer Services” saw its Twitter ad spending soar by 361 percent in the fourth quarter over the third quarter, versus Facebook’s still huge 211 percent increase. Over the course of 2013, Twitter ad spending for the ”Business & Consumer Services” ballooned 297 percent, found Resolution.

Why is Twitter growing despite a much smaller audience? For one, Twitter has rolled out several compelling new offerings that connects its ads directly to TV shows and commercials, Resolution’s report notes.

CTR by itself is a poor indicator of ad performance and may be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits” As mobile display campaigns are optimized for CTR, it negatively impacts secondary actions such as calls and directions Lower CTRs were often associated with the highest offline in-store visitation rates

if marketers and brands are relying exclusively on CTR they’re not getting an accurate picture of which ads actually deliver true engagement and are “working.” In addition the risk of inadvertent clicks (the “fat finger” problem) is relatively high, casting further doubt on CTR.

s more and more studies find, the News Feed is the most effective place for advertising on Facebook. While an ad can get noticed on the sidebar, Facebook users are much more likely to engage on News Feed.

News Feed ads, compared to the sidebar, have 44x higher clickthrough rates (CTR), 67 percent lower cost per click (CPC) and a 5x higher conversion rate.

Marin saw a 45 percent increase in mobile-only Facebook advertising spending from Q2 to Q3. Marin’s data also indicate that CTR is 187 percent higher on mobile, while CPCs for ads served on mobile News Feed are 22 percent lower.

In 2016, BuzzSumo analyzed more than 800 million Facebook posts. Based on their findings, posts with less than 50 characters “were more engaging than long posts.” According to another, more precise study by Jeff Bullas, posts with 80 characters or less receive 66 percent higher engagement:

Paid posts: 5 to 18 words Every Facebook ad needs three types of content: a Headline, Main Text, and a Description. After analyzing 37,259 Facebook ads, AdEspresso found that ads did best when the copy in each element was clear and concise. According to the data, the ideal length for a: Headline, the first text people read, is 5 words. Main Text, the snippet above your image or video, is 14 words. Description, the text that lives directly below your headline, is 18 words.

Videos: 30 to 60 seconds With video, one of the primary measures of success is how long people watch, also known as your video retention rate. In 2016, Kinetic Social tracked 2 billion social ad impressions and found that 44 percent of 30- to 60-second videos on Facebook were viewed to completion. Meanwhile, videos that ran under 30 seconds or over two minutes saw completion rates of 26 and 31 percent, respectively. A more recent poll, from 2018, showed that 33 percent of Facebook users preferred to watch shorter videos, from 30 to 50 seconds long.

The primary reason we’ve seen our best open rate climb ever upwards has been an ever-increasing focus on list hygiene.

It’s natural that curiosity-based subject lines would become more powerful as the inbox gets more crowded.

Scarcity, on the other hand, is a powerful tool but is best used conservatively as its impact diminishes the more it’s put into play. And while scarcity is a great driver of sales, it is often less effective at driving your overall open rate up.

According to ReputationChanger.com, reviews posted to online review sites, such as Yelp.com or TripAdvisor, are deeply influential to consumer behavior. To illustrate this point, the company points to a revelatory new survey, posted by MarketingProfs. The study reveals that online ratings and reviews have a huge impact on consumer purchases, both online and in-store.