We recommend Aeropostale to use the following social media vehicles: Instagram and Snapchat. These apps were chosen as they are currently among the most popular social media apps (Wolfe, 2018). Instagram has exceeded than Snapchat as the popular used app by teenagers who were surveyed by the investment bank Piper Jaffray. The bank’s latest survey of mid age teens found that 85% of recipient said they used Instagram at least once every four weeks, compared to 84% that said they used Snapchat the same amount. Both, Snapchat and Instagram were the two popular apps among the surveyed teens, with Twitter and Facebook following behind.
When is the best time to post/ share something on social media or even view posts? There are various popular hours of the day to post on social media. There are even certain days people like to post on as well (Hubspot, 2018). On Instagram it looks like the best day are Thursdays and the worst days are Sundays and Mondays. The most consistent involvement is from 9am to 9pm CDT from Tuesday-Friday. The best times on Wednesdays are at 3pm, Thursdays at 5am,11am,3pm, and 4pm CDT and Fridays at 5am CDT. Reasonings to back-up the data supplied above is that posting at 5am CDT from Tuesday-Friday consumes some of the highest interaction, people usually check their phones as soon as they wake up. Posting from 11am-3pm CDT during the weekdays also consumes a lot of interaction, people usually check their phones during lunch or when it is close for them to get off. A good time to post on weekends are Saturdays around 11am CDT, usually people are out eating or socializing.
On Snapchat there is not a certain or special time you should post because people look at snaps throughout the day, as the posts are generally 10 seconds or less and easy to quickly view. Although there are some days you will get more views than other days. Mostly there is a younger audience who uses snapchat usually under 25 so this makes late night the best time to post. The most busy time on Snapchat is between 10pm-1am. Since Snapchat isn’t like Twitter and Facebook and Instagram, it’s something you view stories at any given time (Team, 2018). You will still be able to view it regardless and will still be able to post and allow anyone to view it because it deletes 24 hours later, so basically people will have a full day to view your snap.
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C. Both social media sites target all ages but mainly ages 18-32. For instance, Snapchat targets younger audience but when I looked at the statistics they were surprisingly all different ages of users. Although it is not a difficult app to use it could possibly be a pointless app to people that are over the age of 40.
The statistics of Snapchat users are:
- 71% of users are under 34 years old.
- 45% users are 18-24.
- 71% of users 18-24 use Snapchat multiple times a day.
A recent survey finds that 50% of male college students and 77% of female college students send snaps daily (Unknown, 2018). In line with this, users under 25 spend an average of 40 minutes per day on Snapchat (Unknown, 2018).
On the other hand, Instagram audience has decreased to 53% young adults aged around 18-29 since the year of 2015. Before 2015 more adults around 25-36 would get on more often. In August 2017, Instagram stated that users under 25 were spending half of a hour on the site daily, while those over 25 spent an average of 24 minutes per day. Instagram is not only for personal accounts or famous people its for branded companies and for people to actually reach out to those companies and network with them (Unknown, 2018). With that being said, Instagram have people who don’t even have an account to allow access to that specific company/brand page and view things. Instagram have all types of audience because of their platform.
D. Instagram is free to download or install but advertising on Instagram can cost between $0.20 and $2.00 per click. If you are trying to run ads on a cost per mile basis then it will be $5.00 per 1,000 visitors on average. In 2017, there was an average cost per click that started around $0.80 (Karlsons, 2018). There are many things that determines Instagram ads cost. There is a difference in Instagram cost per click prices for various age group. The highest cost per click age groups are 18-34 and 35-44, which are the most valuable age groups when it comes to Instagram marketing.
Snapchat has tons of advertisement, 10 seconds to a minute long advertisements between each snap you watch. It’s called Snap Ads which are mobile video ads. The swipe-up rate for Snap Ads is 5x higher than the average click-through rate for other comparable social platforms (Unknown, 2018). The cost for snap ads varies by campaign. The price for Snap Ads campaigns begins at $3,000 a month in ad spend. This does not include agency fee or the cost to create the creative that you would run as the ad. Snapchat sponsored lenses are on the next market list of pricing for ads on the platform. The cost for sponsored lenses varies depending on the on the day of the week, holiday, trends, etc (Unknown, 2018). For Snapchat sponsored lenses, the cost is $450,000 per day Sunday-Thursday, $500,000 for Fridays and Saturdays and $700,000 and more for holidays or special occasions such as the Super Bowl.
