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Social Update for the week of June 19

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socialupdate_blog_imageTwitter joins Facebook and Instagram in offering muted autoplay. Facebook has an algorithm change that could potentially give you more organic reach. Snapchat has a new ad unit. An app will dispense Rosé at Cannes. Lots going on in social this week. Read on…

image-1Tick, Tick, Tick. Facebook is Tracking Your Time Spent Reading Posts.
Don’t cringe, marketers. Facebook stresses that the latest change to their algorithm won’t reduce reach – you’re likely to see a slight lift. To better identify what is most meaningful to users, Facebook will now look beyond likes, comments, and shares and factor in the time a user spends viewing stories. This update takes into consideration that users don’t necessarily like, comment or share every post that is important to them. To help ensure that the algorithm doesn’t misinterpret a slow internet connection or a window left open as engagement, rules are in place to determine if someone is actively using the site. This is another step towards strengthening the automatic personalization of the News Feed, which is unique to Facebook. Read more

 

image-2Twitter Launches Autoplay Video and a New Standard For Viewability
The “play” button continues to become a concept of the past in social, as Twitter joins Facebook and Instagram in serving autoplay video. Now, when you scroll through your Twitter timeline, you’ll see larger, more media-centric videos, Vines, and GIFs automatically playing in muted mode. A simple click will play the video in full-screen with sound, and Twitter will count a video view at 3 seconds. With regard to reporting, measuring, and charging for Promoted Video views, Twitter is approaching the topics with complete transparency. They will only consider a view chargeable when a video is 100% in-view for at least 3 seconds, and they will work with third-party verification vendors to give advertisers confidence that their Promoted Videos are reaching the right viewer with the right message.

According to a recent survey by Research Now, 82% of people said that they watch video content on Twitter. The techonology, and the assurance in measurement elevates the importance of video on Twitter for marketers. The key to seeing the best results will be two-fold.

1) Ensure that the first few seconds of your video will catch your audience’s attention, when playing in mute. It’s important that the first few seconds provides value and is appealing enough for a viewer to engage. You might consider including a brief introductory text overlay to gain attention, but you don’t want deep text overlays to clutter the experience once the viewer clicks for sound. Also, initial messaging and calls to action are best served at the beginning of the video, rather than the end.

2) Create a wider video library by thinking outside of the box. It’s OK to leverage GIFs or animate a portion of a photograph to deliver video animation to your audience. Additionally, live streaming video from events or interviews via live streaming apps such as Meerkat or Periscope can be a highly effective way to serve up video content authentic to your brand, and on budget. Read more

 

image-3Facebook Wants You to Download Another App
Before Instagram launched, Facebook was the go-to place to share photos with friends and family. As privacy concerns grow among the general public, the social network launched a standalone photo app on Monday, titled Moments. Hoping to regain its name in the photography space, Moments will pair private photo sharing and storage.

The “unbundling” of Facebook’s services mimics Google, who just launched Google Photos last month. While Google’s service boasts unlimited photo storage and a unique montage video function, Facebook’s app offers facial recognition and groups your photos based on when they were taken. As smart mobile device numbers continue to grow, it’s a smart move for Facebook, who aspires to entrench itself more deeply in consumer’s lives. Although smartphone users might balk at the thought of downloading another app and some are creeped out by the facial recognition tagging, Facebook has one concrete advantage… it knows who your friends are. Read more

 

image-4The Potential of Beacons, Demonstrated Through a Glass of Rosé
This year’s Cannes Lions festival will undoutedly inspire an industry-leading conversation among some of the brightest creative and media minds in the world, and mobile will surely top the list of popular topics. Rosé Time, an Apple iWatch app, is already gaining excitement days before the festival begins. For those who have downloaded the app, Rosé Time uses beacon technology to connect with festival attendees. How it works: When you arrive at the designated Cannes Lions Beach VIP area, you’ll receieve a simple notification that reads, “Rosé Time?” With a simple click yes, a glass of rosé is dispatched to your location.

While the idea of an open bar might sound enticing, of course the larger excitment is the possibilities that this inspires in mobile. The mobile device is now becoming an integrated part of a real-world experience. This technology will have a large impact on the consumer’s purchase journey, and marketers can tap this technology in-store to drive sales. Geo-based notifications have the ability to share products and deals with people in real-time, all from the watch on their wrist or phone in their hand, providing an immediate and convenient satisfaction. Read more

 

image-5Snapchat Turns Geofilters into an Ad Unit
Snapchat launched a new, non-obtrusive way to advertise on its platform through geofilters. Geofilters have been immensely popular since Snapchat introduced them for personal use in 2014. These location-specific filters allow Snapchat users to tell their friends where they took a snap. Companies will now be able to pay Snapchat to bypass the normal geofilter submission process and add geofilters to thousands of locations at once.

Other than a tiny “Sponsored” imprint on paid geofilters, they will function exactly the same as existing geofilters. McDonalds became the first company to pay Snapchat for a geofilter advertising campaign, and now has its own branded geofilters, which launched on Monday, available at its 14,000+ locations across the U.S. Big name food chains and stores will now be able to give their consumers an artsy avenue for promoting their establishments, just a swipe away. Read more

 

image-6Breaking the B2B Social Stigma
The characteristically buttoned-up B2B industry is getting social… slowly. Before social media was a billion dollar empire, it was understandable that B2B industries, such as aerospace and pharmaceutical, were hesitant to adopt a social media presence. Those days are over.

Social listening tool Brandwatch reported in their latest Social Media Report that the average B2B brand examined receives 104,000 mentions per year. By neglecting consumer conversations on social, these brands are missing the opportunity to turn customers into advocates, and even steer prospects into a sale. Whatever their industry, customers today expect every brand to have a social presence, or they’ll purchase from a competitor. Only a select few B2B brands, such as IBM, BP and Intel, recognize the value of these conversations and have begun investing in social media.

Tools, resources and training must be in place for social media to be successful and support B2B brands’ business goals. It’s evident that social is here to stay, and in today’s digitally-focused age, a brand’s activity on social media is essentially a testament to their commitment to customer service. Read more

 

Shannon Truax, Head of Social, iCrossing

The post Social Update for the week of June 19 appeared first on Great Finds.


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