With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?     Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.

1. Powered by
What’s Next:
Global Social Media
Landscape

2. Welcome
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
Ogilvy Consulting
thomas.crampton@ogilvy.com

3. Tell us
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5. Ogilvy
Consulting
GLOBAL
SOCIALMEDIA
LANDSCAPE
August 2018

6. Ogilvy Consulting
CONTENTS
1. Global platform overview
2. APAC
3. Americas
4. EMEA
5. Conclusion
- LINE
- Kakao
- Zalo
- BeautyPlus
- Scorp
- Vero
- Xing

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GLOBALPLATFORMSRANKEDBY
ACTIVE USERSASOFAPRIL2018
Q2 2018 Global Digital Statshot, page 18
*Platforms have not published updated user figures in the past 12 months, figures may be out of date and less reliable
**These platforms do not publish MAU data, user figures from third-party reports
WORLDWIDE
MOST POPULAR

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OTHERPLATFORMSOFTHEWORLD

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ASIAPACIFIC

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LINE Penetration of leading social networks in Japan as of Q3 2017
Source: We Are Social Survey; GlobalWebIndex
Local chat platform LINE had
a 54% reach in Japan in Q3
2017

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LINE
LINE is a Japanese global messaging app providing free calls,
messages and texts for it’s users in one-to-one and group
messaging, as well as a host of animated character stickers used to
express a variety of feelings hard to express with words alone.
In addition to messaging, the company offers a wide range of other
services, from games, to photo-sharing and payments.

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LINEBYTHENUMBERS
LINE is the largest chat app in Japan, with 92.8% of the country’s mobile phone
messaging app users accessing the platform yearly.
With more than 217mn monthly active users
Arabic, Brazilian Portuguese, English, French, German, Indonesian, Italian, Japanese, Korean, Malay,
Portuguese, Russian, Spanish for Spain, Spanish for Latin America, Simplified Chinese, Thai, Traditional
Chinese, Turkish, Vietnamese
Supports 19 languages
Available in more than 230 countries and territories

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LINE’SMISSION:CLOSINGTHEDISTANCE
TOBRINGPEOPLE,INFORMATION
ANDSERVICESCLOSERTOGETHER
After the March 11, 2011 Earthquake that shook Japan and took
down a lot of Japan’s mobile network lines, the internet was left
mostly accessible and LINE messaging was conceived after starting
out as a photo-sharing application.
It became apparent an accessible global communication tool was
needed to connect and strengthen human relationships.
LINE messaging app went live in June, 2011, a few months after the
earthquake.

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BRINGINGTHECUSTOMER
CLOSER
LINE is so much more than just a messaging app, it’s a channel
that goes beyond conventional advertising, expanding into
CRM and other areas of commerce.

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LINEAFFILIATEDAPPS
Total number of family apps: 87
Note: As of October 2016; including games; availability varies in
each country/region.

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LINEOFFICIALSTICKERS
Easily one of LINE’s most recognisable attributes are it’s stickers.
Taking a step up from the emoji, LINE’s stickers are large enough
to show an entire animated character depicting any mood the user
wants.
LINE’s variety of main characters are now ingrained into Japanese
social culture, featuring not only within the app but in billboard
adverts, TV skit episodes, and even in a shop, ‘LINE Friends’ which
opened in Tokyo in 2015 selling merchandise.

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CREATORSMARKETPLACE
LINE makes US$270MM a year from selling stickers, and in the
first year of opening up the sticker marketplace, third party
creators made US$75MM in the first 12 months
Creators Market is a platform where users can become
creators. In this participatory ecosystem, users can create
and sell their own stickers, themes and now even animated
stickers globally.

18. Ogilvy Consulting
COMMERCE
A new online store feature will be added
to LINE@ accounts with no monthly or
system usage fees and only a service
charge of 4.98% for sales made. As users
are not required to log in or create
accounts to make purchases, a higher
purchase rate than conventional e-
commerce websites can be anticipated.
Account owners can also add products
only available to LINE@ friends,
providing opportunity and incentive for
users to add their LINE@ accounts as
friends.
Available in: Japan

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REWARDCARDS
Available in: Indonesia, Japan, Taiwan, Thailand
LINE Reward Cards is a feature that replaces point
and stamp cards that take up space and tend to be left
behind at home and expire before they are filled up.
Users can collect points or stamps at their favourite
stores using the LINE app, and easily exchange them
for rewards. Today, new pages allowing users to view
a list of all their cards and find stores that issue
reward cards were released, allowing users to find
cards in their vicinity or effortlessly search for cards
by store name.

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COUPONBOOK
Coupon Book allows users to manage
coupons issued by various companies and
stores within the LINE app. Besides coupons
distributed by accounts they have friended,
nearby and popular coupons, as well as
personalised recommendations are also
displayed. Coupons expiring sooner are
displayed first, making the information more
timely and attractive. Users can also save
coupons in their favourites, making it easier
to find them when they want to use them. The
Coupon Book official account also sends
users expiration reminders for favourites
coupons.
Available: Globally

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LINEPAY
In addition to making payments on your smartphone,
LINE Pay even allows deposits and withdrawals from
Seven Bank ATMs

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YOUCANEVENBOOK
TAXIS
LINE Taxi is accessible through the main LINE
messaging app, and payment is carried out via a
credit card registered to LINE pay.
Much the same experience as UBER, but LINE
Taxi offers a seamless integration with the main
application.

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INTRODUCING…LINETRAVEL
LINE Travel will allow users to search, compare prices and book domestic and international hotels, tour packages and
airfare from 250 companies including JTB, Japan’s largest travel agency.
LINE Travel is now part of the platform’s “Commerce Gateway” that is intended to allow users to manage all of their
purchasing needs in the app. In addition to the newly added Travel, the Commerce section includes retail shopping and
food-delivery services.
The app is launching with the ability to search and compare prices of
accommodations in Japan and overseas. Flight comparison will be
available starting in October 2018, and domestic and international
package tours will be added in December.

24. Ogilvy Consulting
ADVERTSONLINE
Unlike Facebook, however, advertisers can use the platform only if
they pay. There is a fixed-rate card, and the number of messages is
strictly controlled.
Brands can use messages to link to content or offer coupons,
presents and prizes. There are additional charges if brands want
to create sponsored stamps, a form of emoticons that are hugely
popular in Manga-obsessed Japan.
And marketers have major incentives to remain on Line for the
long haul, as a decision to stop paying means a brand's account is
deleted and it loses not just followers but the content that was
created.
None of this tight control has put off potential advertisers, which
now include Coca-Cola, Lawson convenience stores and the
Sukiya fast-food chain.

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OVERLAPOFMAINSTREAMSOCIALPLATFORMSWITHLINE
=

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LINEANDHEALTHCARE
At the moment, LINE has not moved into the healthcare sector. However, as
we’ve seen with it’s competitor WeChat, where the user can book Drs
appointments in app, or AliHealth whom has broken into the pharmaceutical
and healthcare market, it’s only natural LINE in Japan will follow in China’s
footsteps.

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KAKAOTALK
KakaoTalk has over 50 million monthly
active users worldwide

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KAKAO
Source: KAKAO IR REPORT 2016 June
Kakao is a mobile lifestyle platform based in South
Korea, providing services that make everyday
connections boundless and better.
Their mission is to “Connect Everything”. Connecting
users, businesses and more together on their platform in
a way that touches every aspect of a users life.

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MILESTONES
Source: KAKAO IR REPORT 2016 June

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COMMUNICATION

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KAKAOTALK
In 2016, 30.3 million South Korean mobile phone
users accessed the messaging app to communicate.
This figure is projected to grow to 34.1 million users in
2021.
73 percent of internet users in South Korea accessed
KakaoTalk on a daily basis
IN KOREAN, TEXT ME < KATALK ME

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FREECHATS
Free chats that are more reliable than
text messages and available anytime,
anywhere, twenty-four seven, with as
many people you want.

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VOICE&VIDEOCALL
Make voice calls and video calls to
your friends for free.
Make your conversation more fun
with Talking Tom and Talking Ben
voice filters and unique video filters..

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OPENGROUPCHATS
ANDCHATROOMS
KakaoTalk group chats have
numerous features including pinned
announcements - a headline message
that stays at the top of the chat, useful
for organising events!
You can also add colourful, unique
themes to your chat pages (free and
purchasable)

35. Ogilvy Consulting
SHAKEFEATURE
It’s easy to connect with friends, the
“Shake” feature links you with nearby
friends in your address book, instead
of having to scan a QR code.

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STICKERS&KAKAO
FRIENDS
Have more fun with KakaoTalk with
cute Kakao Friends stickers,
animated emoticons and pretty
themes. Decorate KakaoTalk
backgrounds, which you see dozens
of times a day, with your favorite
images!

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#SEARCH
Search while chatting on KakaoTalk
with Sharp (#) Search!
What should I eat today? Will it rain
tomorrow? Search during chat and
share.

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TALKBOARDS
Easily manage meetings with
KakaoTalk Boards!
Meeting management is easy
with alerts, schedules and
voting features. Upload and
save precious memories on the
board.

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PLUSFRIEND
KakaoTalk’s version of a brand page is
called PlusFriend, which enables
brands and celebrities to have a
dedicated page in the app. Brands can
publish updates to their page or pay to
send direct messages to their followers,
including coupons, product
information, photo albums, video clips,
audio files, events, and even raffles.

40. Ogilvy Consulting
CHANNELTAB
Channel in if you want more during
chats!
KakaoTalk Channel provides
information on your latest interests, the
hottest contents and search functions.

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KAKAOBANK
Users also can make online
payments with KakaoBank, which,
according to Business Korea, allows
users to transfer money to folks on
their friend list without the need for
their bank account numbers.

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Source: eMarketer Jun 2018
KAKAOTALKMONTHLYACTIVEUSERS

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KAKAOGROWTH
As of first quarter of 2018, the mobile messenger
had over fifty million active users worldwide.
In October 2014, Kakao Corp. merged with
Daum, the South Korea's second-largest Internet
portal. Kakao is one of the most popular Asia-
based mobile messaging apps and its founder is
one of the leading social media billionaires
worldwide.
Number of global monthly active KakaoTalk users
from Q1 2013 - Q1 2018 (in millions)

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KAKAOSTORY

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SHAREYOUR
EVERYDAYSTORIES
Share stories with your friends, take and
post pictures which will appear on a
newsfeed.

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SHAREYOUR
EVERYDAYSTORIES
Users can edit and share photos under the MyStory
section and react to their friends’ posts with “mood
buttons”, including Like, Cool, Happy, Sad, and Cheer
Up. KakaoStory is heavily integrated with KakaoTalk;
users can import their contacts from KakaoTalk into
KakaoStory. And when users add a cover photo to their
KakaoStory profile it automatically appears on their
KakaoTalk profile.

47. Ogilvy Consulting
ZALO
As of September 2016 Zalo
reached 60MM users with more
than 32MM monthly active users

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ZALOVSFACEBOOK
MESSENGER
From a study conducted in 2017 in Ha
Noi and Ho Chi Minh, it showed that
while Facebook messenger was
overwhelmingly popular, Vietnamese
tended to use Zalo primarily because of
it’s strong communications ability.

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ZALO
Zalo belongs to the Vietnamese technology company
VNG Corporation which launched the app in 2013.
Zalo’s success stems from their ability to monopolise on
the unstable Internet in Vietnam at the time, by
focussing on making the app fast and reliable.

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ZALOFEATURES
While it’s Asian competitors, WeChat, Line
and KakaoTalk have a host of additional
features, Zalo’s focus is on speed, their aim; to
connect users to each other the fastest way
possible.

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ZALOPAY
Link a payment card to make peer-to-peer payments, pay
via NFC, QR codes, as well as purchase products and
services online, mobile topups, and pay their utility bills.
Zalo Pay is integrated with Zalo and requires users to log
in using their Zalo account.
Zalo has also made the move into payments.

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BEAUTYPLUS
900 million users worldwide,
BeautyPlus processes over 30
million images and videos per
day.

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BEAUTYPLUS
Parent company Meitu Inc. (meaning
“beautiful picture,” in Chinese) introduced the
flagship selfie-editing app in 2013, using Meitu’s
proprietary facial recognition and artificial
intelligence technology, featuring a suite of
selfie-specific tools to help users express
themselves in their own unique way.

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BEAUTYPLUS
The app's robust features include Augmented Reality (AR) masks,
professional photo retouch tools, auto-beautification capabilities, "Magic
Brush" and a collection of "AnimeCam" looks.
The app is extremely popular in Asian countries such as South Korea,
and is now grabbing the attention of the western Market.

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WORLDWIDEPOPULARITY
Meitu has even rolled out market specific variations of the
app to cater to specific needs. In India, the company
unveiled BeautyPlus ME, a lighter version of Beauty-Plus,
as many Indian users tend to use apps with smaller file-
size due to bandwidth issues and slow internet
connectivity.
This strategy has proved to be a success. Google Play
named BeautyPlus ME as the first trending app in India in
2016.

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RETOUCHING
BeautyPlus allows the user to re-shape and re-touch
a photo, you can remove blemishes, smooth skin,
lighten teeth and resize facial features to create the
perfect selfie.
The app’s auto-retouch is influenced by a desired
Anime standard of beauty; narrowing the chin, over-
enlarging the eyes, lightening skin tone and even
stretching images to make the user look taller.
However, BeautyPlus has location-specific features.
In Brazil, for example, a function can darken skin and
whiten teeth in an image

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ANIMECAMANDLIVE
AUTORETOUCH
The app also has an “AnimeCam”, where the
user can take live photos in the app, which are
enhanced using facial recognition and
Augmented Reality masks to turn themselves
into Anime characters.
With Live auto-retouch, BeautyPlus Me users
can experiment with different retouch tools
before shooting their photos in selfie-mode.

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AMERICAS

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SCORP
13 million users worldwide

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Scorp is a Turkish video blogging app making waves in Latin
American countries, such as Mexico and Brazil, with a unique
differentiator from their conceptual rivals Snapchat and
Instagram Stories ; while the videos on Scorp are also 15 seconds
long, they do not disappear after 24hrs.
The videos stay on the user’s profile to generate engagement,
one user will post a headline topic, to which others respond
with a video statement. Structured like a traditional internet
forum with discussion threads stemming from the headline
topic - think a video Reddit, Twitter or Quora.
SCORP

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SCORP
The content is now diverse and users have taken a “Youtube
Vlogger” approach to using the app and interacting with friends.
It ranked as the most downloaded Android app in Brazil in Q3
2017, and now has 13 million users worldwide
Scorp was conceived by two Student co-founders, launching
the app in Turkish universities as a way to spark debate
between students, the platform’s reach quickly snowballed as
videos started going viral.

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SCORP
Wildly popular with the millennial generation,
Scorp also links to Facebook accounts helping
it’s popularity spread as videos are shared and
liked.
It's about the phenomena, thoughts, and point of
views not just personal lives of the vloggers.

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VERO
3 million users worldwide

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VERO
Created in 2015 by Lebanese billionaire Ayman Hariri,
Vero promises “True Social”, a more meaningful and
authentic experience free of advertisements by using a
subscription based model.
"Vero is a social network that lets you share the
things that you love from TV shows, to movies, to
books, to photos, stuff that you find online with
whoever you want. It’s really built to mimic real
world interactions between people," Hariri says.

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WHATSETSVEROAPART?
Like Facebook and Instagram, Vero allows you to
take and post pictures and videos.
However, Vero has a chronological newsfeed.
Listening to the demands for such after Instagram
introduced a ranked feed in 2016, following
Facebook’s algorithmic newsfeed.
Vero also lets users pinch and zoom to magnify
photos. (Instagram requires you to pinch
continuously to magnify photos.) This difference
attracted creative communities to the app, such as
makeup artists, tattoo artists and cosplayers.

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VEROKEYFEATURES
Beyond photos, Vero also lets you post a link, your
current location, or recommendations for movies,
books, and music.
There are granular controls for both sharing and
following. On the sharing side, you can control
the audience of your post on a sliding scale from
“close friend” to followers.

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VEROKEYFEATURES
You can also choose which categories of your friends’
posts you want to see; it’s possible to follow someone only
for their music recommendations, for example. The app
also includes chat and commenting features similar to
what you find on Instagram.
You can also add content to a place called “collections”
This consists of all your photos/videos, Links which you
shared, Music you like, Movies/Tv, Books you like and
places.

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SUBSCRIPTIONMODELORMARKETINGPLOY?
Vero topped iOS charts in the US in March this year
by offering free life-time usage to it’s first million
users. In a week’s time, member numbers grew from
150,000 to 3 million registered users.
Shortly after they announced they would extend the
“free for life” benefit till the foreseeable future.
Is the vision for a subscription fee social network a
premium feature, or a marketing ploy to skyrocket
downloads?
Regardless, the load servers struggled with the large
influx of traffic, so moving to a paid subscription
model could be a PR nightmare.

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EMEA

70. Ogilvy Consulting
XING Number of Xing users in D-A-CH region from 1st quarter 2014 to 1st quarter 2018 (in
millions)
Xing reached 13 million members in the
German, Austrian and Swiss (DACH)
region at the end of 2017.
Now, with more than 60 million site
visits per month, Xing recieves as many
as 396 million monthly page views.

71. Ogilvy Consulting
XING
Xing is a European career-oriented social
networking site for professionals. The
company claims it is used by people from
over 200 countries.
But part of Xing’s success is it’s focus on
connecting individuals from German
speaking countries.
About 76% of all page views come from
Germany, 90% from the D-A-CH area
(Germany, Austria and Switzerland).

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XINGVSLINKEDIN
Xing has dominated the DACH region for
many years, LinkedIn is only now starting to
catch up.
But can Xing hold onto their top spot?

73. Ogilvy Consulting
XING’SPREMISE
Xing's premise is that “Only six degrees separate all the people in
the world.” This famous albeit controversial theory, is referred to as
the “small world phenomenon.” It’s principal is that the chain of
social acquaintances required to link any person to another is
generally short and requires a maximum of six degrees.
Theoretically, five ‘middlemen’ are required to link an Eskimo on
the North Pole to an Aborigine in Australia, Steven Spielberg to
Barack Obama, or even you to Beyonce.
Xing builds on this idea and shows you how you are connected to
people on the network through your own contacts by
automatically displaying the shortest route to the person you
choose to view.

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XINGFEATURES
Much like LinkedIn once you register with Xing you fill in
your details in a C.V. style format with contact details,
education and interests and then start adding contacts,
interests and explore news which is shared to your
dashboard.
Membership to the platform is free, although Xing offers a
premium membership, which comes with more features, such
as advanced “power searches”, the ability to send people
messages, and the curiosity-satisfying possibility to check
who has recently visited your page.

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XINGJOBS
Most recently, the Hamburg-based company launched XING
Jobs, which provides users in German-speaking countries with a
single platform for current job vacancies.
In contrast to conventional job boards, XING Jobs is strictly
aimed at modern knowledge workers by offering vacancies that
follow conventional career paths as well as part-time jobs and
vacancies for people in search of meaning.
Since the new XING Jobs was launched in 2016, traffic levels
there have more than doubled.

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XINGKLARTEXT
In the autumn of 2015, XING developed and launched a new
journalistic offering: XING Klartext. This is a new offering
where experts and well-known people can exclusively voice
their opinions on current and controversial issues related to
business and careers. XING members can then start up and
join a debate in a forum.
In immediate months since its launch, Klartext articles reached
over 1.2 million clicks.

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XINGVSLINKEDIN
The main differentiator is the reach they have internationally; Xing’s
users are mainly in Europe, specifically in Germany, while LinkedIn,
which is of US origin, is the leader worldwide.
However, if the goal is to get or offer a job in Germany, it will be more
productive to create a profile in Xing than LinkedIn; as of Q1 2018, Xing
totalled 14.9 million members in the DACH region.
In those same countries, LinkedIn had 10 million members through June
2017.

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XINGVSLINKEDIN
Xing’s ‘privacy’ differs to LinkedIn; when a user visits another
users profile, that person will know the data of who was
observing your account, while on LinkedIn you can only do this
with a Premium account subscription.
Also one of the free functions of LinkedIn is the creation and
management of groups, while in Xing you can only join existing
groups with a free account.
The same applies to the option of recommendations, a key aspect
for networking, credibility and personal branding to the
professional profile, with Xing you cannot recommend someone or
be recommended when you do not have a Premium account,
meanwhile LinkedIn allows this.

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CONCLUSION

80. Ogilvy Consulting
WHATCANWELEARNFROMTHEOTHER
PLATFORMSOFTHEWORLD?
Line also has a wide array of additional features and free messaging that places it on the world
stage by fulfilling it’s users needs without having to leave the app. Line has also embedded itself
into Japanese culture, it’s unique sticker characters, “Line Friends” are everywhere and are
beloved household names.
KakaoTalk allows it’s users to connect everything; to other users, businesses and more. Whether
it’s shopping online, playing games or simply calling a friend, you can do this all in app.
Zalo’s unique feature is speed and reliability, instead of focusing on a wide variety of features, they
combatted the unstable Vietnamese internet by making their product fast and reliable.

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WHATCANWELEARNFROMTHEOTHER
PLATFORMSOFTHEWORLD?
BeautyPlus’s success stems from it’s wide array of advanced re-touching and Augmented Reality
features, and Meitu’s ability to adjust to different market’s demands; e.g. skin lightening in Asia vs
skin darkening in Latin America
Scorp offers it’s users a unique experience of video blogging in a forum thread style, this
experience is unlike anything the major players such as Youtube, Facebook or Instagram have, yet
it incorporates elements of all of them. Youtube = video blogging, Facebook = unique user profile
and page to post to, Instagram = 15 second videos
Vero offers social networking without advertisements, a premium twist on Facebook or
Instagram. It also has a chronological feed, so you can view content as it’s posted, and not how it’s
recommended like Facebook’s algorithmic feed.
Xing’s domination of the DACH region stems from it’s focus on building a robust community in
these countries. Because of this, professionals will join Xing instead of LinkedIn due to the large
number of Xing users in this region.

82. Questions?
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
Ogilvy Consulting
thomas.crampton@ogilvy.com

83. Thank you.