Snapchat might be a hard nut to crack for many brand marketers because of its lack of metrics. But Birchbox knows how to turn its Snapchat followers into buying consumers through a simple trick: Vanity URLs. Over the Black Friday and Cyber Monday weekend, Birchbox created a simple URL — birch.ly/Steals — exclusively for Snapchat to showcase its special holiday deals like Kiehl’s skincare set. The company saw more traffic to its site from this hack than organic Facebook posts. Short, simple, snap.
For Snapchat Discover media publishers, the platform giveth and the platform taketh away. Shortly after Snapchat tweaked its Stories page to move Snapchat Discover content closer to the bottom of the page — below stories posted by your friends — multiple Discover publishers saw daily viewership drop. Two Discover publishers said they noticed about a 33 percent drop in daily viewers after the change. Starting from the bottom.
Earlier this year, an anonymous social media executive ranted on Digiday that marketers were essentially throwing money away on influencers, whom the ranter characterized as talentless. Because advertising budgets will inevitably flow to any medium where large numbers of people are spending large amounts of time—Instagram has attracted a sort of professional class. These “influencers,” as they’re known, are media properties unto themselves, turning good looks and taste into an income stream. Some swear the work is difficult, some dispute that. A day in the life.
Facebook wants to completely remove the barrier between you and games on its platform, and it is using HTML5 to accomplish that across mobile and the web. Instant Games are a new feature from Facebook that enable you to immediately start playing a game on Facebook’s service without having to install a game or an app. The games may show up in your News Feed when you’re on a desktop computer or even when you’re browsing on Android or iOS — but no matter what, you can click on the game to boot it up for on-demand action. Stay and play.
Snap Inc. is having a productive autumn. A couple of weeks ago, Snap filed confidential documents for a coming stock offering that could value the firm at $30 billion, which would make it one of the largest initial public offerings in recent years. Around the same time, it began selling Spectacles, sunglasses that can record video clips, which have become one of the most sought-after gadgets of the season. And yet, even when it’s grabbing headlines, it often seems as if Snap gets little respect. Maturity in a snap.
We are what we read online and this can be dangerous. Curated and personalized news feeds are driving us into holes we might not be able to dig ourselves out of – meaning, we’re becoming more and more self-absorbed with those that share our own views. It’s like an episode of Black Mirror, but instead it’s reality. Hard conversations matter.
Facebook’s Instagram is stepping up its features to better compete with the dancing ghost. Yesterday, Instagram announced live video in Instagram Stories and ephemeral photos and videos for group and one-on-one messages. Now, there's little to differentiate the two platforms for marketers, according to Justin Celko, our own Associate Director of Social Media at BLITZ. To him, the difference lies in Instagram's history. One more reason to skip Snapchat.
Facebook is opening itself up to more third party measurement in a bid to stop the spread of negative sentiment among advertisers that’s building in the wake of its admission of more miscalculated metrics. Concerns that the social network can’t continue to ‘mark its own homework’ have come to a head after trust in it appeared to have been knocked following this week’s revelations. A problem not Facebook's alone to solve.
Snapchat ads are getting a bit more targeted. The mobile app has inked a deal with Foursquare to power its location-based geofilters with more data that marketers can use to pinpoint where their ads are served. While Snapchat started offering location data to geofilter advertisers a year ago, brands in theory will now be able to create more targeted and specific parameters for geofilters using Foursquare's data. Fine-tuning with Foursquare.
In October, Tastemade’s main Instagram channel generated 20 million views on its Instagram Stories content. The account, which publishes three to four stories per week, is consistently getting more than a million views per story. That’s the good news. The bad news: Tastemade isn’t making any money off any of these views. Instagram doesn’t offer the opportunity for publishers to run ads in Instagram Stories, and Tastemade hasn’t tried any brand integrations yet. No dollars for you.