It’s been a busy week in the digital world! The lines between platforms, publishers, and content production are blurring more and more. Brands have an opportunity to be more selective about not only who they target, but also have more ways to play with new content formats. With audiences filtering their own content and picking their favorite platforms, brands can reach the most relevant people by being selective about the platforms they play in. Brands don’t have to be everywhere for maximum impact.
“Facebook has announced a new monetization option for live-streamers, adding a new dollar sign icon which the broadcaster can tap to add in a commercial during a live-stream. When a broadcaster chooses to take an ad break, people watching the video will see an in-stream ad of up to 15 seconds in length.”
What it means for you: If you’re an influencer, you could be making some dough to have brands advertise during your live stream.
What it means for brands: Influencer campaigns just got easier. You can now target your content to people engaged with certain types of content, and because they are likely to stick around to watch the rest of the live-stream, they are more likely to see your video rather than scrolling past.
“A potential challenger to Foursquare, Facebook’s guides will show you a list of cities and which of your friends visited, along with various recommendations of places to go and things to do.”
What it means for you: You’ll be able to see places your friends have been in different cities to help plan your next trip.
What it means for brands: This could mean more visibility for brick and mortar locations through word of mouth. And brands will likely be able to target people looking for things to do near your location.
“They could also use this tagging process in a similar way to how Facebook does when you tag a brand Page in a post – Facebook uses your tags in the post to increase the likelihood of your content being shown to a cross-section of people who are interested in both your Page and the Page you’ve tagged. Based on this, post reach can be increased as the content will likely be of more relevance to that audience subset – they could also use this as a motivating factor to get brands to use the tagging function, again without having to police it themselves.”
What it means for you: If you’re an influencer, it will be easier to be transparent about your sponsorships.
What it means for brands: Brands will be able to see the high level metrics of the influencer’s posts more easily and be transparent about their sponsorships, helping them stay above board with the FTC.
“First, advertisers can only buy Instagram Story ads using Facebook’s reach objective, which tells Facebook to aim the ad at as many people as possible. As a result advertisers are charged based on the number of impressions the ad receives; in the case of Instagram Story ads, that means as soon as the full-screen ad appeared on screen. And since Instagram Story ads take up the entire phone screen and resemble the vertical organic Stories, they must also be vertically formatted with a 9:16 aspect ratio. And finally the ads can be photos or videos, though videos will be limited to 15 seconds long.”
What it means for you: More brand stories might be showing up, but at least they won’t look like they belong on another platform.
What it means for brands: Add this to the list of creative ad formats you can play with! This is particularly helpful for brands that want to focus their advertising budget primarily on Instagram since they’re no longer required to use it in conjunction with other ad formats and placements.
“Locate all five gems and you unlock the new Lens.”
What is means for you: If you loved Pokemon Go, you’ll now have another fun way to play in the real/virtual world.
What it means for brands: Brands looking to play in the virtual reality space can gamify their product for a highly engaging experience for a target demographic that wants to be entertained by brand content and hates a hard sell.
“Now, you’ll be able to mute from your home timeline, and you can decide how long this content is muted,” Ed Ho, VP of engineering at Twitter, notes in a new blog post.”
What it means for you: If you’re sick about hearing about something (or someone), you can just turn it off in your Twitter feed!
What it means for brands: As people have more control and ability to self-filter the content they see, your messaging could be more likely to get to the people that actually want to get it. The days of spray and pray are over. It’s all about relevance.
“A cable TV-style subscription service through which you’ll be able to stream live and recorded shows from more than three dozen cable networks through a new YouTube TV site and a new YouTube TV mobile app.”
What it means for you: With so many subscription services available, you’ll be able to choose a la carte the best ones for you based on who has the content you like the most.
What it means for brands: Being choiceful about where your content is going to have the most impact is important. YouTube has an obvious advantage because of its affiliation with Google for search purposes.
“Taking a page from Buzzfeed and other successful online video recipe publishers, the videos are quick, fun, and informative, delivering tips and “hacks” amid lighthearted commentary…In addition to distribution via the publisher’s social channels, Well Done videos will also be distributed by Time Inc. sister titles like Cooking Light, Food & Wine, Real Simple, Health, Southern Living and Extra Crispy, and an archive of Well Done’s video recipes will also be available on Time Inc.’s MyRecipes Web site.”
What it means for you: Another way to find delicious recipes! #foodporn
What it means for brands: Print publishers jumping into video production gives you more ways to develop content that comes to life in multiple ways for audiences with very targeted interests. Your target audience could view a print ad in a magazine and a video online, increasing the likelihood for brand recall.