Branded Content On Tumblr Drives Action For Advertisers: Yahoo7 Report

Branded Content On Tumblr Drives Action For Advertisers: Yahoo7 Report
SHARE
THIS



New Yahoo7 report, Social Norms: The Status of Social in 2015, has found social media is driving higher levels of brand engagement and brand recall compared to traditional advertising, with Tumblr users more likely to buy and recommend entertaining brands.

Yahoo acquired Tumblr in 2013. Earlier this year, the partnership launched Tumblr as a new platform giving brands an opportunity to get creative with advertising. Ed Harrison, CEO of Yahoo7 said the partnership will enable the company to incorporate Tumblr into sponsorship packages, alongside the numerous other advertising offering the business already has. Yahoo7 is putting some of its own brands on the platform; Home & Away, Yahoo7Entertainment, Dancing with the Stars and 7News Raw. 

The Social Norms study found that content is a key priority for social media users – especially if that content is entertaining, informative and amusing.  When it comes to engaging with the content, 61 per cent of social media users claimed that gestures (like/follow/share) demonstrated their level of ‘passion and love’ for the content with share being the most impactful.

The study also revealed that social media users are savvy to branded content, with almost 1 in 2 social media users recalling such content in the last 30 days.  This is particularly true for younger consumers (14 – 34 year old) who had higher recall of branded content, relative to older (35 – 65 year old) users.  Strong branded content also encourages consumers to take action, with 63 per cent of social media users more likely to ‘try brands that I haven’t tried before if they share interesting content’, and 61 per cent buying more from brands that ‘entertain me’.

Paul Sigaloff, commercial director for Yahoo7 said: “Our new Social Norms report really highlights the value of social media for advertisers online. Not only are consumers more open to branded content on social media but they readily engage with it when it is entertaining and informative. From a Yahoo7 perspective, it’s fantastic to have hard numbers to show the value of Tumblr for brands; we already know that the platform is incredibly valuable for advertisers but the numbers show just how much potential it offers brands who want to engage audiences online.”

The majority of Tumblr users (55 per cent) regularly searched for content, and believed that the platform offered a new dimension to a brand unavailable elsewhere. Users were also found to be highly influenced by that content, with respondents 29 per cent more likely to purchase and 36 per cent more likely to recommend a brand that shared interesting and entertaining updates on Tumblr.

Peter Hammer, head of insights and analytics for Yahoo7 said: “This research highlights content is a key priority for social media users, and that the different gestures such as ‘like’, ‘follow’ and ‘share’ offer different ways for consumers to demonstrate their passion for that content.  It’s great to see that Tumblr users are more likely to engage with content via the highly-impactful share gesture, and that the audience are more likely to take action after seeing branded content.”

Tumblr users were found to be more engaged; with a greater number of users visiting the platform daily (+13 per cent) and 37 per cent more users engaging in ‘longer’ (20+ minutes) sessions when compared to the competitive social media average.  Tumblr consumers were also more mobile, attracting 15 per cent more users on smartphones.

Please login with linkedin to comment

Danone

Latest News

PHD Melbourne Wins Dodo & iPrimus’ Media
  • Advertising
  • Media

PHD Melbourne Wins Dodo & iPrimus’ Media

Media agency PHD has announced its appointment by Vocus Consumer Division, as the media agency of record representing the telcos Dodo and iPrimus brands. The appointment comes off the back of a series of wins for PHD’s Melbourne office in the last 12 months including Carlton United Breweries, Speakeasy Studio and the Caydon Property Group. Simon […]

Quiip Announces Raft Of New Business Wins
  • Marketing
  • Media

Quiip Announces Raft Of New Business Wins

Australian social media and online community management firm Quiip has announced a raft of new business wins and contract renewals. Publicis Worldwide (Australia), Sydney Adventist Hospital and the Museum of Australian Democracy have all recently enlisted the services of Quiip. The company has also had contracts renewed with VicHealth and beyondblue. Quiip is providing a […]

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]