7 Intriguing Digital Marketing Stats From the Past Week

NatGeo has all the right social moves

Headshot of Christopher Heine

The past several days have produced plenty of data points worth knowing from the digital marketing realm.

Below are seven stats that got our attention:

1. Messaging drives chatter

At Facebook's annual developers conference, F8, CEO Mark Zuckerberg said 60 billion messages are sent via Facebook Messenger and WhatsApp every day—Every. Day.

2. NatGeo gets wild engagement

National Geographic garnered the best social media engagement among all brands during the year's first quarter, according to Shareablee's social scorecard. The publisher generated 332.3 million likes, shares, etc. for the quarter among its 102.7 million fans and followers across Facebook, Twitter, Instagram and YouTube.

3. Hillary trumps the Trumpster

GOP front-runner Donald Trump dominated YouTube for months in terms of video views for presidential candidates from either party. But that changed last week, per Zefr, when Hillary Clinton beat Trump with 37 million views to his 25 million. 

4. Where the B2Bers socialize

Business-to-business companies have 36 times as many followers on LinkedIn as they do on Instagram, according to TrackMaven's research. The median social media audience for a B2B brand is as follows: 109,000 on LinkedIn; 34,000 on Facebook; 18,000 on Twitter; 3,000 on Instagram; and 420 on Pinterest.

5. Instant success

Back at F8, Facebook said its users are opening Instant Articles 20 percent more often than mobile web stories and sharing Instant Articles about 30 percent more frequently, The Wall Street Journal reports. The social media company unveiled Instant Articles—which is designed to load publishers' articles more quickly than the mobile web—just 11 months ago.

6. Whisper's rising

Whisper CEO Michael Heyward tweeted Tuesday that his social network lets users to send messages anonymously exceeded 30 million monthly users, up 10 million from December. For the uninitiated, the app's users often reveal confessional or awkward things about themselves such as having a difficult relationship with parents, experiencing pubescent growing pains and holding unpopular political views among their real-life social peers. Such posts seem like a treasure trove of data for marketers. 

7. Preroll done at scale

The Tennessee Department of Tourist Development worked with agency VML to create a few hundred short clips that are then stitched together as preroll ads targeting users based on thousands of bits of data collected across the web. What's more, while working with Spongecell, a creative programmatic startup, they are serving up 2,000 variations of 45-second clips. Read more about the campaign here.

Bonus stat: Bellyache blues

Chipotle's same-store foot traffic was down 23 percent in the past two quarters, according to Foursquare. Based on its Place Insights analytics tools, the mobile-app company looked at how Chipotle's E. coli and norovirus outbreaks affected foot traffic and sales—a week and a half before the brand's earnings call, no less. The fast-casual Mission burrito chain has been plagued by health safety issues for about the past six months. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.