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Good morning, businesspeople; don’t you just love it when a plan comes together perfectly?

Our coverage of candidate Biden’s incredible social media success was released days before the election, and our coverage of the team behind that accomplishment was published only yesterday (more on that below).

Sarah Galvez has her own impressive resume, including a call to the Hillary Clinton digital team to provide advice on social media strategy, prominent private sector customers, and a key part in the Biden for President campaign.

There are some excellent takeaways here for all social marketers regarding the dissection of platforms and the evaluation of results.

Taking apart Vice President Biden’s data-driven approach to social networking

Instead of relying on gut feelings and whims, the Biden for President social media strategy was heavily influenced by social analytics. We asked Sarah Galvez, Director of Social Media and Audience Development for Biden for President, to elaborate on how this actually played out.

She did things like hire social media managers with experience outside of politics, divide social platforms into their constituent parts (Instagram Stories requires a different approach than Instagram), and ditch cumbersome social media management suites in favour of software that actually met the team’s needs, such as Measure Studio for thorough but quick performance analytics and the project management tool Monday.com for scheduling.

Perhaps most impressively, the company figured out how to include Biden on streaming services like Twitch without making him seem fake. How to fix it? Put together Biden’s genuine love of trains with footage filmed on his campaign train set to a lo-fi hip hop music. Another subculture conquered.

When it comes to streaming, who’s on top?

A growing number of people are tuning in to OTT services. From roughly 210 million this year, analysts anticipate a rise to 222 million by 2024 in the number of subscribers to video streaming services. But why are people switching to streaming services? What are their preferences when listening, more importantly? When it comes to streaming, who’s on top?

According to recent findings aided by Acxiom’s customer segmentation technology Personicx:

There is a positive correlation between the number of children in a family and a membership to Disney+ or another service like it; high-income Millennials’ subscriptions to Apple TV+ quadrupled between May and November of last year (despite moderate gains overall); eighty percent of Generation Z and seventy five percent of Millennials have a Netflix account.
So what gives? Video streaming is not a monolithic industry or a zero-sum competition. Parents who were already overworked by the outbreak increased their memberships. After the lockdown, this is just one part of a wider pattern. Marketers should take note that customers aren’t necessarily switching from one service to another, even though Netflix isn’t a marketing channel because it isn’t ad-supported. New entrants to the market have not been able to undercut Netflix’s prices.

Daily Proverb:

And virtually no businesses include it as a means of creating products that are superior, popular, and easy to sell. “All We Have Is Right Now,” co-founded by Tom Goodwin.