SOCIAL MEDIA REPORT

JACQUELINE HICKEY
 The Platform:
What is Instagram?
Instagram is a social networking app made for sharing photos and videos. Users can like and
comment on the photos and videos posted by other users. The app is available on both iOS and
Android devices as well as the web.

User Profile:
Once a user creates an account, they create a profile with their name, a profile picture, and a bio.
There is also a place to put a website link if they have a website to share. Once the user posts a
photo or video, the post appears on their profile. A profile will become verified if Instagram has
confirmed that an account is the authentic presence of a public figure, celebrity, or global brand
it represents.
 Features
Following
• Once the user creates an account, they can begin following other users, which means that
the posts of user you followed will be on your newsfeed. Every profile has a “Followers”
and “Following” count which displays the number of people that follow their account and
the number of people that they follow respectively.

Public Vs Private
• Instagram offers security settings in which the user can set their account on either public or
private. When the account is public, everyone can view the profile along with all the user’s
photos and videos. Most celebrities, public figures, and news outlets will always be public.
When the account is private, only the users that follow the account can see their posts. To
view an account that is set to private, the user must request to follow and have the private
account user approve the request.

Filters/Edits
• When creating a post, the user can either take a photo or video through the Instagram app or
from existing photos/videos on their device. Instagram offers 23 different filters to apply to
the post. Additionally, there are several edit adjustments that can be applied such as
brightness and contrast.

Sharing your posts

• After editing and/or putting a filter on the photo, the user is prompted to create
caption, tag other users, add a location, and post it to Instagram as well as other
social media platforms. The user’s followers can then view, like, and comment on
the post. The user can also share this post on other social media apps by selecting
the sharing settings on the Instagram settings.

Instagram Stories
• Instagram allows its users to post Instagram stories similar to the stories on Snapchat. The
stories appear at the top of a user’s newsfeed in bubble form. By tapping the bubble, the user
can view all of their followers’ stories within the last 24 hours.

Sponsored Posts
• On a user’s newsfeed, sometimes a sponsored post will appear. A
sponsored post is usually from a celebrity or a user with a large
following who is being paid for advertising a product by a certain
brand. Apps and companies will also have sponsored ads.

Importance: Company can use their own Instagram account to spread news about their clients
and what they are doing. The use of Instagram posts and stories can allow for the news to spread
faster and reach more people. It can be used in a positive way for a client to provide awareness of
a topic or cause they are promoting.
 Instagram User Demographics

• These Instagram demographics show how the app is used predominately by the younger
generation of ages 18-29, the millennial generation. The older generations are starting to use
the app more and more but are still less influential than the younger. Many people of this
generation follow news outlets on social media to stay up-to-date on daily news and
celebrity sightings.
 Instagram Outlet Reach
*As of June 2019

Outlet Followers
Access 437K
Bravo TV 1.4M
Buzzfeed News 1.2M
Cosmopolitan 2.9M
E_Nightly Pop 24.1K
Elle Usa 4.4M
Entertainment Tonight 1.7M
Entertainment Weekly 1.6M
E Online Latino 817K
Genius 2.2M
Getty Entertainment 448K
GQ 4.9M
HBO 3.2M
Hoda and Jenna 757K
Hollywood Reporter 1.3M
MTV 10.9M
Music Choice 80.8K
Nylon 1.3M
Oxygen 185K
People 6.6M
Pitchfork 833K
Popdust 8,081
Rolling Stone 4.1M
Teen Vogue 2.6M
 Variety 691K
Outlet Insights

Top Five Outlets

1. MTV
2. People
3. GQ
4. Elle USA
5. Rolling Stone

MTV, People GQ, Elle USA, and Rolling Stone have the highest number of followers on
their Instagram pages, meaning that they have the largest reach. A post of your client on one of
these pages would generate the most publicity for your client.

MTV Post
Client: CNCO
Outlet: MTV
Video Caption: Superlatives with @cncomusic?? Sign me up!
Likes: 53,376
 Twitter

The Platform:

What is Twitter?
Twitter is an online news and social networking site where people communicate in short
messages called tweets

User Profile:
Once a user creates an account, they create a username and a profile with their name, a profile
picture, and a bio. With this account, the user can follow other accounts and create tweets.
Similar to Instagram, Twitter also verified accounts of public interest when they are authentic.

Features
Following
• Once the user creates an account, they can begin following other users, which means that the
posts of a user they followed will be on their feed. Every profile has a “Followers” and
“Following” count which displays the number of people that follow their account and the
number of people that they follow respectively.

Tweets
 Tweets are 140-character posts and updates that a user will share with their
followers. These tweets will appear on the user’s feed when followed.

Public Vs Private
• Twitter accounts can be set to either public or private similar to Instagram. When the
account is public, everyone can view the profile along with all the user’s tweets. Most
celebrities, public figures, and news outlets will always be public. When the account is
private, only the users that follow the account can see their tweets. To view an account that
is set to private, the user must request to
follow and have the private account user
approve the request.

Likes
 The user can like a tweet by clicking
the small heart icon.

Retweets
• The user can click the small cycle icon to
reshare a tweet. The tweet then becomes
available to the user’s followers.

Importance: Company can use their own

Twitter account to promote client related news. Company can also like and retweet news outlets
tweets about their clients.

Twitter User Demographics

• These Twitter demographics show how the app is used predominately by the younger
generation of ages 18-29. This is the same age range that uses Instagram the most as well.

Twitter Outlet Reach

 *As of June 2019
Outlet Followers
Access 961.8K
Bravo TV 1.2M
Buzzfeed News 1.3M
Cosmopolitan 1.7M
E_Nightly Pop
Elle Usa 6.8M
Entertainment Tonight 1.5M
Entertainment Weekly 6.6M
E Online Latino
Genius 933K
Getty Entertainment 19.5K
GQ 1.3M
HBO 2.4M
Hoda and Jenna 401.4K
Hollywood Reporter 3.1M
MTV 5.2M
Music Choice 136.5K
Nylon 1.2M
Oxygen 264.4K
People 7.6M
Pitchfork 3.3M
Popdust 58.7K
Rolling Stone 6.3M
Teen Vogue 3.4M
Variety 2.3M
Twitter Insights
Top Five Outlets
1. People
2. Elle USA
3. Entertainment Weekly
4. Rolling Stone
5. MTV

People, Elle USA, Entertainment Weekly, Rolling Stone, and MTV have the highest number of
followers on their Twitter Pages. It was interesting to see the comparison between Instagram and
Twitter. While a few outlets had an increase in the number of followers on Twitter, the majority
of them decreased in the number of followers. Some outlets did not even have Twitter accounts. I
think this is due to Instagram being a more popular social media platform.

Hoda and Jenna Post

Client: Behati Prinsloo
Outlet: Hoda and Jenna
Tweet: @BeePrinsloo is making time to go home to her native Namibia in Africa for a cause
close to her heart – to help protect the critically endangered black rhino.

Why Use Social Media?

 Instagram and Twitter are both top social media platforms that spread news fast across a
large number of people. The majority of users are between the ages of 18-29 who use their
accounts to post pictures and share thoughts. They also use these accounts to follow celebrities,
brands and news outlets to stay up-to-date on everything going on in the world.

Company can use these platforms to promote and publicize their clients in an easy
fashion. When large news outlets post or repost celebrity news about a client, it is exposed to
their followers, which are all in the thousands or even millions. It is important to make sure that
what is being posted is positive. If a client is promoting a charity or foundation, social media is a
great way to spread awareness. If a news outlet posts about it, the charity will get more exposure
and hopefully more people will understand what the celebrity is trying to accomplish.