Report based on data collected from the Internet monitoring

Social Media Buzz AnalysisAbout The New App

Hyperlapse

Reactions across social media

Analysis of the buzz and contents which concern the new application

Based on data from Brand24

Hyperlapse by Instagram

01

What is the report about?

Introduction

Hyperlapse is the brand new app designed by Instagram to capture high-quality

time-lapse videos. It does not require an account on Instagram thus everybody

can use it. It is provided with a built-in stabilization technology that enhances the

quality and makes a time-lapse video smooth. It works as a simple camera that

then lets you speed up the video (by 6 or 12 times). And the most of all it is for

free, but for the time being it is only available for iOS. Hyperlapse was announced

on the 26th August 2014 and since that date it has been widely discussed in social

media.

The main purpose of this report is to analyze the Internet buzz and contents, that

concern the new app. It mainly focuses on the type and subject areas of

mentions and general attitudes of social media authors towards Hyperlaps.

02

03

What will you find in this report

Report scope

1Basic statistics

2Contents analysis

3Analysis of

Hyperlapse videos

4Sentiment structure

& sample opinions

Conclusions5

1Basic statistics

04

Number of mentions and social media reach

Estimated number of mentionsConcerns 26th-27th August 2014

Estimated social media reach

Estimated statistics

30K 60MConcerns 26th-27th August 2014

05

Sources of mentions

Facebook Twitter instagram Google+ tumbler Blogs News Forums YouTube other0%

10%20%30%40%50%60%70%80%90%

1.93%

79.53%

13.23%0.62% 0.86% 0.61% 1.17% 0.56% 0.56% 0.93%

Sources of mentions

Share of a platform in the discussion

Most popular platforms

Domination of Twitter

Social media authors publish contents about the Hyperlapse on Twitter the most frequently (79,5%). However the significant part of these mentions include links to Instagram videos. Other platforms play less important role.

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2Contents analysis

06

Contents categories

UGC Shared (with links) Editorial0%

10%

20%

30%

40%

50%

60%

47.97%

39.50%

12.53%

share of a platform

What are the main contents categories?

User-generated contents dominate in the discussion

Shared contents (which include links) usually are the most common in the Internet discussion. However, in the case of Hyperlapse, UGC dominate over other kinds of contents. They represent almost 50% of the whole discussion. It results from the big number of testing videos of the new app.

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07

Type of mentions – UGC

Hyperlapse video Opinions Queries Information about Hyperlapse0%

10%

20%

30%

40%

50%

60%

70% 65.92%

20.90%

1.74%

11.44%

share of a platform

What are the type of mentions in the group of UGC?

Hyperlapse videos dominate in social media discussion

The most popular amongst UGC are shared Hyperlapse videos, that are widely spread on distinct platforms. Opinions are also on a relatively high level - 21%. Contents without an emotional tone which include information about Hyperlapse represent 11.4% UGC.

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3Analysis of Hyperlapse videos

08

Sources of time-lapse videos

Instagram YouTube Facebook other0%

10%20%30%40%50%60%70%80%90%

100% 91.98%

4.96% 1.57% 1.48%

share of a platform

Most popular platforms on which people shared their new videos

Instagram as the most popular platform for time-lapse videos sharing

Even though, it is not necessary to own Instagram account, most of social media authors share their new videos through Instagram. YouTube is the second most popular source of Hyperlapses, but its share is scant (smaller than 5%). Most of the Instagram videos are shared on Twitter (58.1% - this explains the big share of Twitter in sources on a general level) and Tumblr (14.9%)

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09

The most popular videos

Street view Subway Driving car Train Walking a dog Food preparation/eating Beach Office Other0%

5%

10%

15%

20%

25%

30%

35%

40% 35.85%

3.02%

25.66%

2.64% 1.89% 3.40% 2.26%

7.17%

18.11%

What do people shoot with Hyperlapse?

The most popular motives in videos are street views, the second is driving a car

People shoot the most often street views, both from the window (35.7%) and while walking (static and dynamic perspective). The second most popular motive in time-lapse videos is the drivers perspective while driving a car. Other subject areas appear less often in videos, but still generate many interactions (likes, shares, comments).

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10

People are just getting started to play with the new app so even more creative shoots are yet to come.

Here we present those which are less mainstream and more creative

Sample Hyperlapse videos

11

Behind the scences in the TV studio

12

Origami making

13

Snail on the road

14

Skateboarding in Brighton

15

Pizza making

16

Coffee making

17

Flight

4Sentiment structure& sample opinions

Sentiment of contents

18

Share of positive, neutral and negative contents

Dominance of positive contents

The charts above show that the general attitude of social media users towards the new Instagram app is very positive. Most of them are satisfied with the features and possibilities that Hyperlapse brings. People usually express their general positive opinion about the app, but also mention specific features, especially stabilization. Negative mentions are related to the lack of the Android version of the app. Some users also accuse Instagram of copying the idea of stabilization technology from Microsoft. Neutral information include information about the app introduction or its description and the testing videos as well.

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Negative1.31%

Neutral78.43%

Positive20.26%

All contents

Negative2.74%

Neutral56.72%

Positive40.55%

UGC

20

21

22

5Conclusions

Conclusions

23

Impressive buzz statistics

The estimated number of mentions amounted to 30 thousand mentions within two days. These contents approximately reached to 60 million people.

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Domination of Twitter

Social media authors published contents about the Hyperlapse on Twitter the most frequently (79,5%).

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User-generated contents dominate in the discussion

In the case of Hyperlapse, UGC dominates over other kind of contents. They represent almost 50% of the whole discussion. The most popular amongst UGC are shared Hyperlapse videos. Opinions are also on a realtively high level (20%). Contents without an emotional tone which include information about Hyperlapse represent 11.4% UGC.

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Instagram is the most popular platform for time-lapse videos sharing

Even though, it is not necessary to own Instagram account, most of social media authors share their new videos through Instagram. YouTube is the second most popular source of Hyperlapses, but its share is smaller than 5%. Most of the Instagram videos are shared on Twitter (58.1% - this explains the big share of Twitter in sources on a general level) and Tumblr (14.9%)

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Conclusions

25

The most popular motives in videos are street views, the second is driving a car

People shoot the most often street views, both from the window (35.7%) and while walking. The second most popular motive in time-lapse videos is the drivers perspective while driving a car.

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Dominance of positive contents

Social media users write positively about the new Instagram app. Most of them are satisfied with the features and possibilities that Hyperlapse brings. People usually express their general positive opinion about the app, but also mention specific features, especially stabilization. Negative mentions are related to the lack of the Android version of the app. Some users also accuse Instagram that copied the idea of stabilization technology from Microsoft. Neutral information include information about the app introduction or its description and the testing videos as well.

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Thank you for your attention!Natalia Chrzanowska

26

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