In the ever-evolving world of social media, our favorite platforms are constantly making updates.
Here are the top headlines that caught our eye this week.
It’s a race to be the original content and super publishing/production/ad platform.
“For example, to enable a store-locator function, or to customize responses based on where the customer lives. The location-request option is something businesses can use over Direct Messages, by first asking the customer to share their location with a click of a button. The customer can choose whether or not they want to do so, and then can opt to share their precise location or pick a place-name from a provided list. With the second method, the customer can reference a location even if they’re not physically there — which would be helpful in the case of making reservations or placing a to-go order at a restaurant, for instance.”
What it means for you: You might soon be able to order food via Twitter.
What it means for brands: If you have multiple locations, it will be easier to communicate with your customers and help them find the nearest location.
“Periscope’s analytics dashboard will track video duration, number of viewers, hearts and time watched per viewer.”
What it means for you: You’ll be able to see more details about how many people viewed your live stream.
What it means for brands: Better metrics is always a good thing when calculating ROI. Learning more about the people that are the most interested in your content will help brands tailor their messaging more effectively.
“Snapchat is using algorithms to scan the caption text, time and visual elements found in Snaps submitted to Our Story and group them by theme. For example, it could pull out Snaps with the words “dog” or “puppy” in captions, or use machine vision to detect the shape of a real dog in the photos or videos, and aggregate them into an Our Story that comes up when people search for “Puppies.”
“Another analogy is to think of Search as turning Snapchat into the ephemeral, real-time YouTube built for mobile video creation.”
What it means for you: You’re no longer limited to just the people and brands you follow. You might discover other cool users that are providing the type of content you want.
What it means for brands: This is a great way to make your content more discoverable to the people that are actively searching for what you have to offer.
“A brand can now can hit audiences who’ve already interacted with their Lens or Geofilter with a fresh Snap Ad campaign.”
What it means for you: You’re more likely to be targeted by brands you already like and have interacted with.
What it means for brands: Brands can now get more specific with their targeting. The more relevant brands can be, the better the results.
“Our goal with this change is to make it clear to people that branded content posts represent an exchange of value between the publisher and a third party.”
What it means for you: You’ll see more transparency around which influencers are working with brands.
What it means for brands: Brands will be covering some of their FTC transparency bases and also have access to basic analytics of the content the influencers or brands they partner with post.
“Facebook rolled out an improvement to its Instant Articles feature that now lets publishers include call-to-action units in their articles to better connect with readers, including those that encourage email sign-ups and Page Likes.”
What it means for you: If you like the articles a brand or publisher is publishing, you will be able to subscribe seamlessly within the article you’re reading.
What it means for brands: Publishers and brands no longer have to hyperlink to a space outside of the article to get readers to subscribe to their content. Email acquisition offers more targeted opportunities in the future.
“And even though Pinterest’s audience is more female-dominant, it’s male usage is growing, which Pinterest also highlights in their findings: “In fact, Pinterest reaches more men than notable auto shopping destinations like CarGurus, MotorTrend, KBB and Edmunds. And since Pinterest offers a range of ad formats, from Search Ads to Promoted Video Pins, marketers can capture shoppers’ attention at every step of the car buying journey.”
What it means for you: You might start seeing vision boards from your male friends and significant others. Also, if you’re not using Pinterest to compare cars, get in the driver’s seat and feel the aspirational wind blowing through your hair.
What it means for brands: Start considering how Pinterest can be used to target the male demographic more.
“The service is debuting today in five markets–Chicago, Los Angeles, New York, Philadelphia, and the San Francisco Bay Area–where it offers local stations as well as big cable channels, with more cities to come. Ten of its 50+ networks, including AMC, ESPN 3, Sundance TV, Telemundo, and The Weather Channel’s Local Now, are “coming soon.”
“Once these online providers have you viewing content via their platforms, as opposed to somewhere else, that’s where they can start to transform your TV habits, and build audience for their own content. This obviously enhances their own ad potential, but it also, importantly, enables them to establish themselves as genuine TV alternatives. Once viewers are watching TV through these platforms, that also enables them to showcase their own, original content.”
What it means for you: Netflix, Amazon Prime, Hulu, HBO Go… and now YouTube. If you cut the cable cord a long time ago in favor of subscription services, add this one to the list.
What it means for brands: Brands can be more specific about where they advertise and may have more access to getting into the original content production game to really build out a lifestyle brand.