If this were a Trivial Pursuit question, many people would fail to earn a pie.
Do you know how many folks still check into MySpace each month?
The answer: 50 million people. Yep, we were floored, too.
“Would you be surprised that MySpace users generated over 300 million video views in November, good enough for 16th place on comScore’s Video Metrix ranking?” asked the Wall Street Journal blog CMO Today in a recent post.
Right. Just when most of us thought MySpace had been dead and buried for years.
“Well, the social networking site that put the very concept of social networking on the map is alive and well,” noted CMO Today. “It’s been nearly a decade since News Corp acquired the company for $580 million and roughly three and a half years since the media company sold the fading property for $35 million to the Internet ad company Specific Media.”
Word is that, though MySpace has faded from general view, it is “actually doing fairly well, especially among young users,” according to Tim Vanderhook, chief executive of Viant Inc.
“Vanderhook said MySpace has managed to attract a vibrant audience of 17 to 25-year-olds, particularly music and entertainment fans,” explains CMO Today. “MySpace even features some original content as well as ads from brands like Jeep. Between desktop and mobile devices, MySpace reached 50.6 million unique users in the U.S. in November. That’s a massive surge of 575 percent versus the same month in 2013.”
Interestingly, Thursdays are big at MySpace, when members seem to return to procure old digital photos stored on the site. It’s an ode to “Throwback Thursday,” the currently popular social media ritual in which people post retro photos on social sites.
“MySpace was an early photo-sharing platform,” says
Vanderhook. “So we still see a lot of people coming back to access old photos. They may not visit every day but they come back once a week or once a month.”
And who would have known that MySpace retains access to over a billion registered users globally, and over 465 million email addresses in the U.S.?
“Sure, some of those folks haven’t been active on MySpace in years, a fact Mr. Vanderhook acknowledged,” noted CMO Today. “But he believes MySpace’s pool of registered data can serve as the centerpiece of a major new cross-channel marketing initiative–something Viant is referring to as The Advertising Cloud.”
Could MySpace be the next competitor for Facebook, after all these years?
Stranger things have happened.