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.
World Lenses, Audience Lenses, and Smart Geofilters.
“There are four types of World Lenses becoming available: those where you can place a 2D or 3D film character or product into the photo (for those photos snapped with the outward-facing camera); action-based lenses where you look at or tap an AR object to trigger something to happen – like a cloud character vomiting rainbows, for example; an “interaction” World Lens, like an in-app game; and environmental lenses which can be used to add floating lights or ambiance.
Audience Lenses, which allow advertisers to buy regionally targeted Lenses for the first time. Before, advertisers could only be bought as nationwide takeovers
The third new ad product is an updated version of Snapchat’s Geofilters. This ad type allows users to activate branded overlays that appear when they swipe left or right on the camera.”
What it means for you: You’ll have more lenses and filters to play with, and they will interact directly with your physical environment.
What it means for brands: There is a lot of opportunity for some really cool retail activations and creating a digital asset to interact with your product or location in the physical world.
“The eight initial “face filters,” as Instagram calls them, work exactly like Snapchat, and let you add virtual koala ears, nerd glasses, a butterfly crown or wrinkle-smooth makeup to yourself and friends in photos or videos.”
“You could discover the best photo opportunities at a landmark and get creative ideas for what to do when you visit. You could see if a bar is full and lively, or if a band has gone on stage yet before you show up. You could even use it to check the real-time, hyperlocal weather somewhere. Long-term, Location Stories could become a revenue driver too if Instagram let brands pay to insert ads there, or curate what appears in their Story.”
What it means for you: Your Instagram feed will start looking a bit more like Snapchat, and you’ll be able to play around with more filters and features within the platform. You’ll also be able to see what’s happening somewhere in real time even if you’re not there.
What it means for brands: Localized content will be more important for brands’ content strategy, and the opportunities to connect with customers in a more meaningful and relevant way are more accessible.
“Facebook and the MLB announced today a new live streaming partnership that will bring 20 live, regular season games to the social network. The games will air weekly on Facebook. Additional games and times will be announced later on. The weekly broadcasts on Facebook will come from a feed of a participating team’s local broadcaster rightsholder, the companies said.”
What it means for you: You’ll be able to catch games while on the go directly through your Facebook feed.
What it means for brands: With the ability to reach more people, expect to see Facebook live streaming games in your media buying options.
“Now, when you visit your Pinterest for Business profile, you’ll find a new stats icon on each of your Pins. This gives you (and only you) a preview of that Pin’s total engagements. Trying to understand how much interest people are showing in your Pin? Use this feature to quickly scan your Pins and see which is getting the most action.”
What is means for you: If you’re running a small business and have a business profile, you’ll get a better idea of what resonates best with your audience.
What it means for brands: Pinterest is making their platform more measurable which will make it easier when making content development decisions and proving ROI.
“YouTube has indicated that its mobile live-streaming option, which is currently only available to users with more than 1,000 subscribers, will soon be made available to everyone, a move that would put the video giant in more direct competition with Twitter and Facebook.”
What it means for you: With YouTube potentially jumping into the world of live streaming, you’ll be able to get a full view of any events by hopping from platform to platform and choose the coverage you prefer.
What it means for brands: As live streaming picks up momentum, brands will need to get creative about how and when they can get involved. Choosing wisely and using live streaming for special occasions will allow brands to use it favorably.