“Extra! Extra! Tweet all about it?” News for the Smartphone Generation
All three social media giants have released new apps or features to deliverbreaking news to their users. Facebook recently announced a’s standalone news app, Notify aggregates print, digital and video news content straight from the publishers for their users based on different topics. Twitter, using a similar idea, rolled out “Twitter Moments” on their web and mobile platforms to curate top trending tweets across different categories such as News, Sports, Entertainment. Snapchat’s Discover function allows users to access publisher-curated content from the last 24-hour news cycle. With three very similar products, these social media companies need to rely on their brand saliency and image to propel them outside of their usual media offering and into the world of news.
In today’s brandscape, most traditional forms of news media have found themselves to be Unknown/Unfocused or a commoditized brand. New forms of media have now taken the top spots in consumer hearts, with Facebook as the leader of the pack.
According to the overall US population, Facebook is also their social media brand of choice. Facebook is used regularly by over 40% of its users compared to Twitter’s 10% and Snapchat’s 4%.
Facebook’s large user base might be the key selling point for news publishers to join ranks with this new distribution platform. But what does Facebook actually stand for?
- Facebook is more Up To Date than 99.6% of all other brands and 99.1% more Progressive
- Facebook is the most Social brand across all categories, which is especially important to the smartphone generation as they like to discuss current events with their peers
- Facebook is also more Trendy than 99.1% of all other brands
This is not to say that Facebook should sit back and relax while its competitors fight amongst themselves. Snapchat is not far behind in Intelligence, with only 9% of brands sitting between Facebook and its newer competitor that offers real-time updates that are so timely they disappear once they are no longer relevant. Though today’s smartphone generation wants quick news, but they also expect sources to be Intelligent and Reliable. So the question is – can Facebook be that source?