What’s the best social media platform for creating a rabbit hole?

After our social media rabbit hole exercise, I wanted to figure out which social media platform would yield the highest conversion and how to get the most players for an ARG as possible. I thought this would also be pretty useful in understanding how to grow a user/follower base for other projects.. The social media platforms that we used were: LinkedIn, Instagram, Facebook, Tinder, Youtube, Pinterest, and Twitch, and Snapchat.

When thinking about which platform would be best to use I think that it is first really important to understand who your exact demographic is. 30 year olds are going to have different social media preferences to high school or incoming college students.  For this example, I am going to assume that target market are incoming college students at the University of Chicago. The second important thing in my opinion is understanding what a certain social media platform is used for and how many people in the target demographic use it (Tinder is used for dating, Linkedin for networking, Twitch for gaming). By understanding the focal points of social media platforms we can eliminate ones that do not fit the purpose of the project and do not target the demographics of the incoming freshman. Lastly, it is important to look at the conversion rates for different social media platforms. This means how many people on average will actually click on the rabbit hole and convert to players. I think a good way to extrapolate would be to look at advertisement data that many of these social media platforms have.

Using the above framework we know the target market are incoming college students at University of Chicago. Immediately we can eliminate LinkedIn as many freshman do not have a LinkedIn account. Dating apps also tend to be pretty personal/not used a ton in comparison to other platforms. Pinterest has an older demographic and is predominantly female. Youtube is not really a social media platform but for of a content discovery and pure media platform. This leaves us with Instagram, Facebook, Snapchat, and Twitch.

From the above charts courtesy of sproutsocial, we can see that Facebook is the most popular social media platform amongst our target demographic. Facebook also has facebook groups, interests, and can therefore be used to curate content even further. Instagram also has a pretty high percent of users but does not beat out Facebook.

The last criteria is to look at the conversion rate. Facebook’s conversion rate is 4.7%, Instagram’s is 3.1%, and Snapchat is .6% (pulled from Forbes: https://www.forbes.com/sites/priceonomics/2018/03/09/the-advertising-conversion-rates-for-every-major-tech-platform/#3396f5f15957 )

Thus, Facebook seems to be the winner. The last component to analyze would be the cost per impression and then see which option is most cost efficient, but I believe that the advertisements across platforms have pretty competitive prices. I also think Twitch is interesting because you are targeting gamers who are probably going to be more likely to convert to an ARG because they like to play games, but again not many students are on Twitch in comparison to Facebook and I thin the goal here is to also convert non-gamers as well.

Let me know what your thoughts are on this/if you think I missed something I probably did!

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