CommonSense Blog

The Social Scoop: May 2015

By Samantha Hershman | Jun 02, 2015

Do you find yourself asking, “What did I miss in social from May 2015?” Well look no further – now you can get the Social Scoop each month so that you never miss a thing in this ever-changing industry. May was all about ways to engage the audience and which top social dog is doing it better. Enjoy & socialize!

Facebook: GIF Support Has Arrived

What it is

Watch out Facebook world, your News Feed is about to become much more animated! Facebook announced that they will begin supporting GIF images, but there’s a catch.

How it Works

  • There are no uploads allowed – if you try to upload the GIF, Facebook will roll it out to users as a still image
  • Facebook users can paste a link from a GIF hosted on a 3rdparty site (such as Giphy, Imgur, Tumblr) into the status box and then select publish
    • NOTE – you are not allowed to upload GIFs directly from your computer or mobile device, but must paste a link to the GIF in the status update to enable the GIF to play
  • GIFs will play on autoplay, based on your current video autoplay settings
    • If autoplay is disabled in your settings, you can click on the GIF to play it instead
  • GIFS are available for play both on desktop and on mobile devices

What it Means for Brands

Animated GIFS are not yet available to Facebook Pages, however Facebook is exploring ways to roll this out in the future. Facebook has notably been against animated GIFs, for fear that they would clutter the News Feed. This is a strong point to keep in mind – uploading GIFs everyday isn’t going to appease your fans, but will be great content for engagement when the time comes for brands to express themselves in a fun new way.

Facebook vs. YouTube: The Battle of Video Advertising

What it is

Facebook has surpassed YouTube in total number of video views on desktop and more Page owners are uploading video directly to Facebook than they are via sharing from YouTube videos.

So What?

  • Facebook is taking a huge slice of YouTube’s audience for itself, becoming a direct competitor in video advertising
  • Advertisers and content creators are starting to understand that there is more value in uploading content directly to Facebook, rather than publishing to YouTube and sharing then on Facebook

So Who’s Winning?

Facebook YouTube
Videos play automatically on Facebook as a user scrolls through the news feed & users are drawn to content that they don’t have to ‘look for’ and play The World’s largest search engine behind Google – people will be looking for your videos on here
Facebook has ramped up it’s video functionality, with the launch of Video Tabs, Playlists and embedded videos Still the top place to get discovered by new people via search, especially any video content that you’d like discovered organically
Facebook makes it very easy to target specific consumers with video, making it great for both targeting and engagement purposes Good for SEO and driving views (however, views have become a less important player to advertisers in recent years – compared to interactive engagement elements)

What it Means for Brands

YouTube is still the video content king for now, but Facebook is quickly approaching the throne. They should both be factors in your video content strategy and have their own strengths and weaknesses – for now, YouTube is still your top player for video reach, but for video engagement, head over to Facebook.

Pinterest: “Buy Button” Revealed

What it is

Pinterest revealed a “Buy’ button that could dominate social media commerce. While Facebook and Twitter already have similar tools, consumers don’t trust these social giants with their personal information and they use Facebook and Twitter to share, not to buy – Pinterest, they trust. People go to Pinterest with the mindset to shop.

Why it Will Work

  • While Pin It, Rich Pins, and Promoted Pins already help buyers get all the information they need to make a purchase, they still have to go to the brand’s website to buy
  • The new Buy button will eliminate the middle man and allows Pinterest users to order products they find directly with one button, without having to click on the company’s website or app
  • The Buy buttons pass information and traffic on to retailer sites and apps where users will complete the purchase
  • For recipes for example – where a full cart of ingredients is needed to complete the recipe – users can click on the “Get Ingredients Delivered” button and it will open a shopping cart with all the recipe’s ingredients for purchase

What it Means for Brands

With so many different Buy/Acton buttons, brands of all industries can partner with Pinterest to help develop the discovery-purchase-experience flow for consumers. Brands can ultimately drive more sales, which keeps the dollars flowing through Pinterest. However, brands should be aware that Pinterest could start charging them to increase the reach of their Action button, would be a whole new game in itself.

Twitter: Tweets Appear in Google Search

What it is

Google and Twitter announced their partnership in enabling tweets to show up in Google search results on mobile devices. This comes after a bid by Twitter to increase their real-time content across the Internet.

How it Works

  • When clicking on a tweet in Google search, you’ll be redirected to Twitter, in which you can view and engage with the Tweet, and of course discover new content
  • Searches will include key phrases and hashtags
  • This new service is currently only available in English and on desktops

Why it’s Good for Google

Google now has access to the streams of tweets known as firehose, which sprays 9000 tweets per second into the Internet, giving them index to even more information than before.

Why it’s Good for Twitter

This partnership gives Twitter the visibility in search that they need to be the top social channel for news. The more information they can get out to the online community, the more visitors they can get to the site, and the more people who will sign up for accounts with the platform, giving them the power of virality that they want.

What it Means for Brands

The update allows brands to reach a global audience at all times, especially with real-time, breaking content. Brands should ensure they’re content is strong and relevant to show up in top searches, giving exposure to Pages on both Twitter and Google.

Twitter: Introducing Audience Insights

What it is

Twitter introduced audience insights, making it easier for advertisers to understand key audiences on Twitter

How it Works

Advertisers can use audience insights for multiple things, depending on the type of awareness and campaign they’re trying to achieve. This tool can be used to:

  • Learn about potential customers – helps identify the best segment to target within an ad, all the way to which creative (image, video clip) would be most compelling for your audience
  • Learn more about current followers and the people who engage with your page – helps you tailor your targeting and content for the correct audiences
  • Compare audiences – see how your information about your followers indexes against Twitter’s audience

Getting Started

Audience insights is available to all Twitter advertisers and analytics users for Twitter-specific data. To get started, log in to ads.twitter.com and select ‘Audience Insights’ from the ‘Followers’ drop down, or login to analytics.twitter.com and choose ‘Followers.’

What it Means for Brands

Advertisers can discover valuable insights about their followers, as well as the users who have engaged with their content. They can also identify new audiences to capitalize on and target during campaigns, including user demographics, interests, purchasing behaviors and more.

Click for a detailed deck!