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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.

Interested in learning more? Contact Us

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.

LET'S SCROLL

LADIES AND GENTLEMEN, BOYS AND GIRLS...

In the US and UK Instagram usage is split more evenly between men and women, but in Australia, women dominate usage more. This puts us closer to Russia, which has similar levels of gender imbalance.

Instagram Images

  • MALEs

  • FEMALES

FEMALES
66%

Instagram Videos

  • MALEs

  • LADIES

LADIES
58%

Vine Videos

  • MALEs

  • GIRLS

GIRLS
71%

A SCROLLING ROCK GATHERS NO MOSS

THE HEAT IS ON

Here are the hot suburbs of activity for Instagram video and images. As you would expect the CBD is huge, but some of the more active suburbs are surprising. Tell us if you want to see other cities.

SCROLL ON

WHAT ARE WE POSTING?

Our analysis shows different types of content are being created on each social platform. We have included Instagram photos to highlight the difference between video and still images.

Instagram Images

1st
Food & Drink

2nd
Friends & Family

3rd
Selfie

4th
Scenic

5th
Fashion

Instagram Videos

1st
Music & Dance

2nd
Sport & Action

3rd
Animals

4th
Funny & Silly

5th
Weird Shit

Vine Videos

1st
Funny & Silly

2nd
Selfie

3rd
Music & Dance

4th
Weird Shit

5th
Animals

Snapchat

1st
Funny & Silly

2nd
Friends & Family

3rd
Selfie

4th
Food & Drink

5th
Weird Shit

THEY SEE ME SCROLLIN'

Average
&
on
per post

We've discovered we Like Vines more than photos but comments are pretty even across all three. Now you know what normal looks like.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

ROCK 'N SCROLL

THE END OF A BIG WEEKEND?

Video and image posting on Vine and Instagram show a similar pattern with peak posting happening over the weekend.

  • insta images

  • Insta video

  • Vine

  • insta images

  • Insta video

  • Vine

TOP
POSTING
TIMES

7pm

Instagram Images

9pm

Instagram Videos

11AM

Vine Videos

JUST SCROLL WITH IT

Top Of The Instagram Charts

Here are the top Australian suburbs posting on Instagram; they change regularly so check back for updates.

Top
Photos

  • 1.   Melbourne (VIC)
  • 2.   Sydney (NSW)
  • 3.   Brisbane (QLD)
  • 4.   Bondi Beach (NSW)
  • 5.   Malvern (VIC)
  • 6.   Hurstville (VIC)
  • 7.   Maroubra (NSW)
  • 8.   Perth (WE)
  • 9.   Adelaide (SA)
  • 10. Manly (NSW)

Top
Videos

  • 1.   Melbourne (VIC)
  • 2.   Sydney (NSW)
  • 3.   Brisbane (QLD)
  • 4.   Hurstville (NSW)
  • 5.   Strathfield (NSW)
  • 6.   Malvern (VIC)
  • 7.   Maroubra (NSW)
  • 8.   Bondi Beach (NSW)
  • 9.   Perth (WA)
  • 10. Parramatta (NSW)

Scroll On

F#CK IT. WE'LL DO HASHTAGS LIVE!

Hashtags are the pulse of social media - the trends, the passions and all the hot topics. Here are the biggies from the last 24hrs in Australia.

SCROLLING WITH THE PUNCHES

Don’t forget this guy

10

Despite the negative publicity, Snapchat isn’t all about explicit photos. Having said that, around 1 in 4 of you have sent a naughty Snapchat at some time or another. So in true Snapchat style, you will have 10 seconds to enjoy these statistics.

61%

of users are female

47%

aged 16-25years use Snapchat

66%

have less than
20 friends

Snaps are usually sent to

2-3

people at a time

25%

admit to using Snapchat for a sexual nature

47%

send both images and videos

SCROLLIN' SCROLLIN' SCROLLIN'

Love Talking Social?

So does this guy

Douglas Nicol

@worksagency
(02) 9459 4500

#datafication

SCROLL BACK UP