In the ever-evolving world of social media, our favorite platforms are constantly making updates. Here are the top 5 headlines that caught our eye this week.
The focus this week has been on ROI. The platforms are adding value and analytics functionality that allow brands to tie the digital and physical worlds together and measure their impact more accurately.
“The feature, released out of beta, is called “Snap to Store.” Snap also reported new data, compiled by Greenberg Strategy (commissioned by Snapchat), on what percentages of Snapchatters use the app at particular venues:
- 80% at a restaurant
- 66% at a shopping mall
- 50% at a gym
- 49% at an airport
Wendy’s was one of Snapchat’s early beta testers, along with 7-Eleven and Paramount Pictures. Wendy’s created sponsored geofilters in its U.S. stores that promoted the Jalapeño Fresco Chicken Sandwich. According to Snapchat’s internal data (that is verified by third-party platforms), the geofilter drove 42,000 visitors to a Wendy’s within seven days of viewing it.”
What it means for you: The ads you see will now be more localized and targeted.
What it means for brands: Brands will have another way of linking online and offline data and targeting locally to the most relevant audience.
“Teens are consolidating their social network activity around four main social networks: Snapchat, Instagram, Twitter, and Facebook and have stopped using smaller ones such as Kik or Tumblr. “We believe this supports the notion that Snapchat and Instagram are continuing to be used differently by teens, who have carved out a separate use case for each.”
What it means for you: The major platforms are adding the features teens love, and it’s paying off. The trend of people being on several fragmented platforms is swinging back the other direction and streamlining onto the key platforms.
What it means for brands: Brands will still need to pay attention to the smaller platforms, but may get more volume on the major platforms.
“The first campaign to feature custom hearts already went live, with NBC Universal being the debut client. The studio used its own graphics in a marketing campaign for its new movie, “The Fate of the Furious,” which includes an integrated “F8” custom heart for fans to tap on. (You can see it live in the video here.)”
What it means for you: You’ll be able to show your love for live streams with branded hearts.
What it means for brands: Brands have an opportunity to make their livestreams more memorable with branded hearts.
“Facebook released several improvements to Page Insights for video, such as adding aggregate minutes viewed and the ability to make comparisons between current video metrics and historical benchmarks.”
What it means for you: If you’re an influencer, you’ll have more insights about how your video content is performing.
What it means for brands: Brands will have a better idea of how their video content is performing and where they lose their audience and how to best target people with sequenced messaging.
“This will enable marketers to understand if the video ads they run on Twitter are viewable by humans and compare video ad viewability and attention metrics across channels.” Thus far, Twitter’s video ad data looks to be pretty solid – according to Moat, 99% of the video impressions they’ve tracked on Twitter have been viewed by humans. Twitter has also announced that they’re expanding their relationships with both Nielsen and comScore to provide additional data confirmation on campaigns. “Using Nielsen Digital Ad Ratings and comScore validated Campaign Essentials (vCE), we will allow marketers to measure whether their Twitter ads were delivered to the audience they intended to reach.”
What it means for you: The ads you see on Twitter may become more relevant as the platform’s targeting capabilities level up.
What it means for brands: As Twitter leans into their live event coverage functionality, brands will have more of an opportunity to harness the power of the moments and audiences that peak on the platform naturally and will be able to measure impact better.