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.
Snapchat Offers Advertisers ‘Sequenced Messaging’ of Multiple Video Ads
“Think about taking a 30-second asset and getting it cropped up into three 10-second spots. I’m going to buy three back-to-back ads, and I’m going to tell this sequential story. I think it becomes unique in regard to storytelling. These guys are trying to get away with this idea of, “Maybe if you watched three seconds of the first video, five seconds (of the second video) and then 10 seconds to finish the story, that’s good, as long as you get the point of the narrative.”
“We have the ability to split our ad up into three different segments and serve them one segment, and then retarget those individuals with another segment to continue the story. It allows us to create a better engagement with that consumer.”
What it means for you: The ads you see may come in the form of 10-second “episodes”. If you watch one, you might be shown the next, and the next. If you don’t make it through the first one, it will indicate that you’re not interested, and you won’t have to sit through the full 30-second spot.
What it means for brands: Brands will be tasked with being more thoughtful about story arcs that will keep people wanting to engage more and will have another metric to start qualifying purchase intent.
Snapchat embraces offline purchase ad targeting its CEO called “creepy”
“Snap will now allow advertisers to use a Oracle’s Data Cloud (formerly Datalogix) third-party data about what users buy offline to target ads on Snapchat, according to the Wall Street Journal. Snap tells TechCrunch that this rolled out over the last few weeks, and will allow targeting to 100 different customer demographics like “cosmetics shopper” or “consumer tech shopper”.”
What it means for you: The ads you see on Snapchat will be less random and more tailored to your interests.
What it means for brands: Better targeting will allow brands to reach the right people.
The Facebook Search For Deeper, Longer Meaning
“As we continue to understand how our community consumes video, we’ve realized that we should therefore weight percent completion more heavily the longer a video is, to avoid penalizing longer videos.”
What it means for you: You’ll start seeing longer videos in your Facebook feed.
What it means for brands: Creating content can now be through the lens of telling the right story instead of keeping it short for fear of short attention spans.
Instagram Confirms Live-Streaming Coming to All Users This Week
“Today we’re excited to share that live video on Instagram Stories — a new way to connect with your friends and followers right now — will be rolling out to our entire global community over the next week. From real-time makeup tutorials to live DJ sets, it’s been exciting to watch as the community shares new sides of their lives.”
What it means for you: You can live stream and see live streams on Instagram now.
What it means for brands: You now have another platform to choose from when considering live event activations.
“Until today, you had to go to a few different places to find each of these experiences. As part of our continued efforts to make it easier to see what’s happening, we’re bringing all these together. Very soon, you’ll be able to find trends, Moments, search, and the best of live video, all within the new Explore tab.”
What it means for you: A more streamlined experience on Twitter.
What it means for brands: Brands can get creative about how they tell a story on Twitter and potentially be a part of timely, culturally relevant topics.