About Datafication
Social platforms are notoriously secretive about their users – in fact, it’s easier to find out Kim Jong Un’s shoe size than get stats from Instagram about how many users they have in Australia. Datafication is part of The Works' continued commitment to understanding how the Australian social media landscape works. We do this to have a better understanding of how Australians use social media rather than relying on stats about the US or UK.
Over the last 4 years we have looked at Twitter, Instagram and this year Instagram Video, Vine and Snapchat.
Data has been collected by creating geographical boundaries over Australian cities. Available content geotagged within this boundary is collected and analysed. Please note; any content set to private, not within our geographical boundaries or not geotagged is not captured and analysed.
The analytical tool used to collect images uses the Instagram API, but is not endorsed or certified by Instagram or Vine. Snapchat data comes from 2 surveys of over 4,000 people as their data does not get saved.
This year, over three million videos and images from Vine and Instagram posted in Australia have been collected. This has helped us uncover never-before-seen trends and insights into social video.
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THE SECRET LIFE OF SOCIAL VIDEO
The land grab for social video has started. This form of video is not just about content – it’s merging with the future of mobile and messaging too. That’s why the big social platforms are getting hot and sweaty about the opportunity. The Datafication project is about analysing large social media data sets to get usable insights for marketers about how Australian consumers use social media. This year we have turned our attention to Instagram video, Vine and the wild child of social media – Snapchat.
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