Social media sites are becoming a popular medium for sharing content to promote products, services and share knowledge. Everyday large amount of content is shared by brands and individuals that helps drive traffic to these sites. It also acts as a tool for gaining new users and for acquiring ads.
Well aware of the fact that Shared Content = Business, social media sites try to ensure that every post gets maximum visibility – shares, likes, retweets, etc. Users’ preferences, usage pattern, interests, are all tracked and analyzed to provide the right match of posts in the news feed or promoted posts. Of late, another new method to leverage the shared content that has gained popularity is an end-of-year review providing a glimpse into what happened on the site during the year.
A lot like the year-end roundups published by print media in approach, it differs in coverage – global but limited to what people discussed, shared or liked on that particular platform. This end-of-year review can be used to gain more and right audience – by giving them a glimpse of what they can hope to find on the network, should they choose to join. A perfect way to match user interest to content. And of course, reduce inactive or dummy accounts!
Here’s taking a look at how some of the popular sites presented their End-of-Year Reviews
Twitter: In its annual year-end review – The 2014 #YearOnTwitter, Twitter listed out popular hashtags by month, most retweeted tweet of the year, a review of the year based on the perspective of popular celebrities and influencers on Twitter and moments that captured the interest of Tweeters across the globe. Through this, Twitter ensured that non-users got a fair gist of who all are active on Twitter, what is being discussed or is trending, and, to a certain extent, how opinions are being shaped and who influences them.
Google: Knowledge of ‘History’ and more so of ‘Search History’ is important, and the Google Zeitgeist or The Google Year in Search ensures that we do not miss out on any of it. The Zeitgeist gives to interested people who might have missed the action as it happened, a small capsule on what or who kept the search engine busy, why and where. Google’s year-end review is truly global in nature. It gives to its users a list of various topics searched for both globally and by country, ensuring that it has information of value for people across the globe irrespective of their age, profession, interest. For the search giant, Zeitgeist is a tool to ensure that people will keep on googling in the forthcoming year!
Facebook: Facebook has also published its Facebook Year in Review in both video and timeline view. The review consists of 10 of the most globally shared, discussed, liked topics of the year with the timeline view also displaying comments made by authorities or organizations connected to the topic. Apart from the list of global top 10, it also gives to its users in the US a list of US Top Ten by categories such as topics, places, people, games, movies, etc.
YouTube: Online video is the future of content marketing say the experts. An article published in The Guardian, reports that by 2017 video will account for almost 69% of all consumer traffic on the internet. So, it makes complete sense for YouTube to maintain an entire channel – #YouTubeRewind 2014 (by country) on what grabbed eyeballs and who triggered the world’s imagination in the year gone by. For those who do not have the patience or interest in going through the selection of most watched, shared, liked, commented videos by category, YouTube provides a single compiled video of the Global top ten most popular videos of the year.
Linkedin: In its year-end review, Linkedin came out with a list of the ten best company pages on its site as voted by the users. Along with declaring the winners, the professional networking site also shared tips on what others could learn from these companies.
Tumblr: The micro-blogging site, in its Year in Review, made separate posts by category which were based on one of the following criteria – most-blogged, re-blogged, top posts, big in 2014. Presented in a timeline format, Tumblrs’ year-end compilation provides a gist of every category and is easy to read.
Instagram: Instagram’s 2014 Community Look Back was a week-long feature that showcased the work of seven different artists (one each day) who shared inspiring and creative work during the year.
Pinterest: Pinterest played fortune-teller in its year-end review and predicted the trends that would dominate 2015. The Pinterest 100, a compilation of the most trending topics of 2014, aims to ensure its users keep busy trying out new activities in the new year.
AddThis: Social bookmarking site, AddThis presented its 2014 Year in Review – How Social Media Fueled Social Action as an infographic. In addition to highlighting what the world talked about in 2014, it also provides insights into how and which social media platforms were used, how data was shared and through which platform. In short, it presents the world of social media in a nutshell.