MySpace Declares a Win but the Path is Still Confusing
Two weeks ago? I wrote about this back in September 2012. I guess that was a soft launch. This was the launch where they deleted everyone’s personal blog posts and pictures. . . that’s right.
Now we’re on the same page.
Since then, they’ve spend 20 million on a wild and crazy series of TV spots that invite you (yes you) to join the party. Look at those guys having fun. You want to be a part of that, don’t you?
Here are the numbers:
Initial 14-day statistics include:
31 million unique site visitors to check out the new Myspace
Uniques are nice but the real test is active, regular users. How many of those people are in for the long haul?
The community is liking what they see. Myspace has been solidly trending on Twitter since its June 12 launch
Myspace has trended worldwide for up to two hours at a given time on multiple days (June 12, 13, 15, and 20), even in the face of stiff competition.
Just because they’re talking about you doesn’t mean they like you. Many brands land in the top trends for all the wrong reasons.
Brand sentiment has been overwhelmingly positive across social media
Brand sentiment on Twitter in September 2012 was nearly 60 percent positive; since launch is now approximately 80 percent positive
A response to my last point. I’ll give them this one.
To show that they’re not just about music – even though they keep telling us they’re all about music – trending topics include iOS7, Tim Duncan and San Antonio (NBA Finals). Also Kanye West. Finally! A piece of data that makes sense.
MySpace also did very well with their new app:
- 34 percent of that traffic came through mobile
- To date, there have been 995,000 downloads and updates of the new app
- Myspace’s new app is climbing up the social app chart quickly, moving from 1,300 to 142 in the first 14 days after its debut
- The Myspace app is consistently ranked among the Top 20 social networking apps
But again I’m confused. When you go to the app page, the first screen shot is all about how you can create animated GIFS. Next is the radio and after that I have no idea because it won’t scroll on my computer.
So, now MySpace is competing with Vine and Instagram? The entire app description relies heavily on the community aspect of MySpace with only a few mentions of music. Did MySpace change direction again?
The fact that they were all music, all the time was bound to drive away many of the original users but it was what set them apart from other social networks. It’s what made them fresh and new and cool and they have the industry connections to back it up.
And yet, VentureBeat says MySpace is still using indie label music without permission and without compensating the artists. Sigh.
MySpace, I’m rooting for you to pull out a win but you keep making it harder and harder for me to stand beside you. I wonder where you’ll be when September 2013 rolls around.