Social intelligence is the key to unlocking value on TikTok, Instagram and Facebook


The use of social media has exploded over the past 18 months. As a result, brands are more interested than ever in accessing valuable consumer information through major social platforms TikTok, Instagram and Facebook. However, many marketing teams struggle with where to start and how best to focus their efforts.

A new webinar from The Drum, in partnership with NetBase Quid, focused on how marketers can use information from TikTok, Instagram, and Facebook to inform and fuel your content strategy. The session featured expert tips and advice on how to leverage social conversations from Mike Baglietto, Global Head of Market Analytics, and Harvey Ranola, Global Head of Media Intelligence at NetBase Quid.

Ranola set the scene for the session, describing the reasons for turning to social media for market insight: “If you’re trying to understand your competitive space and you’re only doing it on an ad hoc or ad hoc basis, you Will be missing. Today more than ever, consumer behavior is changing and evolving rapidly. Social conversations are extremely dynamic. If you don’t actively monitor how your customers and marketplace change over time, you could find yourself falling behind the competition with your campaigns and product strategy.

Different shots

TikTok is “exploding right now” among the youngest, according to Baglietto. He said, “It’s probably time to start talking about TikTok in terms of content strategy. There are now over 2 billion downloads of TikTok, with 800 million active users worldwide. TikTok users are highly engaged, spending an average of 21 hours on the platform per month, a 325% increase year over year. TikTok audiences want to be entertained, so the tone of voice required to be successful on the platform is very different from what works on Instagram or Facebook.

Ranola explained how Instagram users, by comparison, are “more transactional.”

“TikTok is currently rolling out beta versions that allow users to purchase products on this platform, but, at the moment, Instagram has the edge,” he said. “32% of adults on Instagram make between $ 50,000 and $ 70,000 a year, so we’re talking about a valuable audience.

“500 million people use the platform every day for an average of 30 minutes and 200 million users visit at least one of the 8 million business profiles on Instagram every day. 81% of people search for products and services on Instagram, using it as a “discovery platform” to validate their Google search. 55% of shoppers have actually made a purchase based on an Instagram creator’s post.

Facebook, meanwhile, continues to be the “800-pound gorilla on social media” when it comes to consumer news. Baglietto said, “Facebook is interesting because it’s so huge. 59% of the world’s social media population is on Facebook and the average user clicks 12 ads per month. 18.3% of American adults have made a purchase through Facebook in the past year. In 2020, we saw a sharp increase in the number of Facebook users supporting local businesses. Two-thirds of users now visit a local business page at least once a week.

Social intelligence

In late 2020, Baglietto conducted research that revealed how conversations on the same topic (in this case, Amazon) differ on different social platforms.

“At that time, Facebook users generally had a very negative view of Amazon,” he said. “There was actually a push to boycott Amazon and #shoplocal was starting to resonate. In contrast, the conversation on Instagram around Amazon was overwhelmingly positive and the local store movement wasn’t that big on this platform. Each platform has a unique audience with unique characteristics and the way they consume content and interact with brands is totally different. Rather than taking a ‘one size fits all’ approach to social content, it’s important that brands recognize the differences between each individual platform and their user bases. “

There are, however, similarities of approach that can be applied to all social platforms. According to Baglietto, this includes taking the time to understand what type of content resonates with the audience of each platform and identifying the influencers that generate real engagement: “You want to find influencers, whatever they are. channel, which match your brand tone and values, and align with your brand personality.

Other topics covered by NetBase Quid experts during the webinar included:

  • How Mercedes Benz leveraged professional photography and Instagram influencers to lower the average age of its consumers;
  • How to identify and engage the right social influencers for your business;
  • The most important metrics to focus on to measure the effectiveness or success of your efforts on TikTok, Instagram, or Facebook.

You can watch the full webinar session for free here

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