It’s a New Year, and that means we can expect all the big social players to shake things up and reveal new updates that will impact the way we advertise, share, and socialize. If you don’t have time for a full update, here’s what you need to know:
- Facebook has partnered with Universal Music Group to give users access to top-artists and tracks so they can add music to video content.
- Snapchat is expanding the visibility of stories via its “Stories Everywhere” update which allows creators and brands to share content on third-party websites and apps. Additionally, the platform rolled out the option for advertisers to add animation to sponsored content filters.
- Twitter saw an impressive Q3 2017 and will continue to improve its platform capabilities in 2018, starting with enabling more push notifications.
For details, read on!
Facebook Partners with Universal Music Group
- Facebook announced its multi-year partnership with Universal Music Group. The new partnership will give users access to licensed music for their Facebook videos without being flagged for copyright infringement. Users can access UMG’s music on Facebook, Instagram, Messenger and Oculus. Facebook will also be introducing “music based products,” although it is unclear as to what these products may be. This marks the first time that a major music company has partnered with Facebook to give its users royalty free access to its licensed catalog. However, this is not the first time UMG has partnered with a social media platform – earlier this year they announced a similar partnership with YouTube.
- What it means for brands: With access to UMG’s top tracks and artists such as Adele and Taylor Swift, brands could potentially leverage this in their own video content to make their videos resonate on a deeper level with their audience. It will be interesting to see if advertising will become integrated into this partnership as well, with brand’s being able to advertise in the middle of video music.
Snapchat Plans to Launch “Stories Everywhere” Feature
- Snapchat used to be the platform for quick and disposable content, but now the social network has taken a shift to increase the lifetime of Snaps. The platform’s newest update is a project called “Stories Everywhere,” which will allow creators and advertisers to share content on third party apps and websites, similar to Facebook’s audience network placement. This will greatly increase the exposure and lifetime of stories well beyond the platform.
- What it means for brands: With this new update, brands can use Snapchat to target users outside of the Snapchat platform. By advertising on other sites, content will reach greater audiences; although (like Facebook), it will be important to make sure that brands’ Snaps do not appear on websites with other content that goes against brand regulations. This update may be particularly useful for brands publishing content around an event that lasts for more than one day, choosing to run the content on other websites for the duration of the event to continue increasing awareness and establishing a presence.
Additional Resources: Cheddar
(via Social Media Today)
Snapchat Unveils Animated Filters for Sponsored Content
- Snapchat recently launched animated filters for sponsored content. With this new update, brands can add animation to sponsored filters instead of just embedding a logo on a still frame. This new feature is still in beta testing and only available for brands who work with a Snapchat representative. It is not available on their self-serve ad-buying tool.
- What it means for brands: As Snapchat continues to evolve, the user experience continues to grow and become more advanced. Now, brands can add an animated twist to their sponsored content filters to entice users to share it. Instead of being a still picture border like the Dunkin Donuts image below, the stars could move through the image like a GIF. Similarly, Samsung’s animated border brings a holiday tradition to life on top of the user’s selfie. This update broadens the creative freedom for brands on the platform.
Additional Resources: Netimperative
(via Marketing Land)
Twitter Has Strong Q3 & Adds More Push Notifications to Expand Reach
- Despite shortcomings with trolls and abuse on Twitter in 2017, the platform saw active user count increase by 4 million between Q2 2017 and Q3 2017. You may notice that you’ve been receiving a lot more Twitter notifications – well, there’s a reason for this! To keep platform activity on an upward path, Twitter adding more ways to send users notifications in an effort to increase the exposure and engagement rate of tweets. Twitter’s modified notifications are based on an algorithm that sends push notifications to users for tweets they think the user may be interested in, based on their activity. These notifications come in the form of “In case you missed it” and users receive an alert when people they follow on Twitter are all interacting with the same tweet. The algorithm also serves content on the feed that users are most likely to be interested in, as opposed to a purely real-time updated feed.
- What it means for brands: Increasing user notifications keeps users interested and active on the social network, driving them more frequently to the platform and raising the chances of them seeing and engaging with brand content. The more user activity on the platform, the easier it is for brands to target users with content they’re most interested in, based on their social activity on and off the platform. It will be interesting to see if the increase in user notifications draws users in, or pushes them away in annoyance of too many notifications.
Additional Resources: Twitter
(via Social Media Today)