Brands have enthusiastically embraced live streaming — but not every brand comes camera-ready. Those looking to get started find themselves needing to beg, borrow or hire on-screen talent first. While some companies have tapped TV personalities to host their broadcasts, others are asking their employees to do it themselves – because audiences want to see real faces and build a connection with the people at a brand. Lights, Camera, Action!
Digital and social video, especially on platforms including Facebook and Instagram, is top of mind for digital fashion editors as they embark on the new year. In 2016, the launch of Facebook Live and Instagram Stories, combined with Snapchat, meant there was no shortage of platforms on which publishers could experiment and create videos. And as more and more eyeballs turn to mobile, the rising ad dollars attached to video are proving increasingly appealing for publishers. What GQ, Glamour and Harpers Bazaar are prioritizing in 2017
As new technologies and expanded access to the wireless spectrum drive down the cost of operating cell services, Google and other wireless brokers will be able to create nationwide–even worldwide–networks. That would make wireless service a commodity and shift the balance of power from incumbents like AT&T to companies like Google. Out with the old, in with the new?
For the first time, Facebook users can now proactively block ads related to a specific topic. Ad preferences have allowed people to say what topics they would like to see -- areas that are most relevant to their interests. Hiding ads is just one update in a series of changes to ad preferences that Facebook is making, including changing the look of its ad preferences page in an effort to make it easier to navigate. More power to the people.
The internet was going crazy for this stuff and soon, so were we. It quickly took up more space in our fridge than actual food and filled our recycling bins to the top, even after we crushed them one by one. At some point, I started to wonder: What’s actually in this stuff? And why is it so incredibly addicting? LaCroix's allure.
Facebook, which has long relied on other people to provide it with content, is going to start paying for its own stuff, too. Facebook is starting to talk to TV studios and other video producers about licensing shows, with the hope of boosting the social network’s video efforts. The talks, which include discussions for scripted shows, game shows and sports, seem similar to Facebook’s attempt to boost live video earlier this year, when it struck deals with various publishers, including Vox Media, to produce live content exclusively for the company. So much for not being a media company.
When it comes to measurement errors, the third time is even less charming than the second and first. Last week, it was reported that Facebook had been miscalculating how often users react to live videos and how often users like and share links posted on Facebook. Because the error is the third of its kind since September, some marketers are questioning Facebook’s maturity. BLITZ’s director of social, Kevin Wright, says “given the frequency and severity of the errors being discovered, Facebook should be proactively reaching out to their partners.” Proactivity is key.
Snapchat today revealed four new features for its app, as it pushes forward to become as popular as possible in the face of increasing competition for the attention of consumers and marketers. It's the company's latest product-related move in what's becoming an arms race in terms of which app has the best features, including other prominent players such as Instagram, Facebook, Twitter, Periscope and others. Ready, snap, chat.
Viewership for Live Stories has been flat, at best, for more than a year. In June 2015, a Snapchat executive told Recode that Live Stories averaged 20 million viewers within a 24-hour window. This year, the company has told advertisers that Live Stories average 10 to 20 million viewers per day, with multiple buyers confirming that in most cases daily viewership for Live Stories has gone down — especially since Snapchat pushed Live Stories and Discover content lower down the Stories page. Live stories, dead stories.
The aftershocks of Facebook’s measurement errors continue to ripple across the advertising industry. While Facebook has emphasized that the flawed figures — such as average watch time, organic reach and video completion rates — did not affect how much money it charged advertisers for their campaigns, that doesn’t mean advertisers and their agencies haven’t been affected. Just ask BLITZ’s Director of Social Media, Kevin Wright, who shares how some marketers have been shook up. Years to build, seconds to destroy.