W2O Social Scoop: 08.26.2016

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What’s the latest social scoop this week? Facebook has exciting plans for the future, Instagram provides a FOMO cure, Twitter makes changes to its notification settings, and Pinterest introduces video ads.

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Instagram Rolls Out Events Channel

  • Can’t make it to the Yeezy concert or the first NFL season-opener? You’re not alone. Instagram is trying to put all the FOMO to rest with a new video channel within a user interest-customized Explore tab called Events. Events is now a feature for music, sports and current event lovers alike. Based on the accounts a user follows and the posts a user likes, the Events channel will show users content that coincides with their interests.
  • What it means for brands: Brands have another opportunity for consumer reach through content that users actually want to see. More time spent on Instagram because of the Events channel means brands are more likely to be seen both via ads and organic content. Although brands can’t directly engage with their audience through Events, sponsoring/participating in a popular event could prove successful. If any real-life event catches the attention of enough users, it can be featured on the Events tab.

Additional resources: Bizzabo; The Next Web

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(via TechCrunch)

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Facebook Launches App Just for Teens

  • Facebook launched an iOS app for people 21 years old and younger, and…it’s all video-based. Lifestage is meant for high schoolers wanting to know more about their classmates and vice versa, but technically anyone can download. The app prompts users to fill in their bio using video. Users’ likes, dislikes, happy moments, relationships, pets, etc. can all be uploaded via video and then viewed by other users. While this app may seem similar to Snapchat, a key difference is that Lifestage populates user newsfeeds based on location, showing people from their high school as well as those nearby. If you thought also it was a way for Facebook to attract younger users again, users don’t need a Facebook account to use the app.
  • What it means for brands: While not many of Facebook’s standalone apps have succeeded (Slingshot, Paper and Notify), this app only brings the platform closer to reaching its goal of basing all apps and content services off of video. Reaching that goal means brands will not only be further encouraged to utilize promotional video, but also, they will be introduced to more advanced and tailored video services. In this case, another Facebook video platform = something even better is coming for brand video content.

Additional Resources: Computer WorldCNN Money

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(via TechCrunch)

Facebook’s CTO Talks Future Plans with Forbes

  • Facebook has big plans for the future. Its pillars? Connectivity, artificial intelligence (AI), and virtual reality (VR). With a ten-year vision, Facebook’s CTO Mark Schroepfer has already made headway on each. This progress is marked by advances like Facebook’s technology that helps the visually impaired envision photos on Facebook through detailed captions. Aligned with Facebook’s overall mission to make the world more open and connected, the ten-year plan includes goals such as providing internet access to four billion people who are currently without it and finding ways for virtual reality to allow people to feel as close as possible no matter their actual distance. Overall, Facebook seeks to solve some of the world’s biggest problems in ways that they are equipped. When asked why the company is thinking so long-term, Schroepfer explains that intermediate milestones and patience are key to realizing those long-term goals. The future of Facebook is exciting in so many ways.

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(via E&T Magazine)

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Twitter Introduces New Notification Settings

  • Haters gonna hate…less now that Twitter introduced two new notification settings. Now users have the option to receive notifications only from accounts they follow. Trolls beware. While these Tweets can still be posted, this setting takes away the potential spam and harassment some users experience. The Twittersphere also has your back thanks to its “lower-quality content” filter which looks at signals like account origin and behavior. If certain Tweets don’t match up with user interactions and interests, then they won’t appear in their notifications tab. Say goodbye to duplicate and seemingly-automated Tweets.
  • What it means for brands: The users and topics brands want to track and utilize are now front and center. Brands will be faster and better able to generate content that not only appeals to their desired audience, but also reaches the right people more efficiently. Brands can now spend less time filtering through users and topics and more time building campaigns and content that support their products and services.

Additional resources: Twitter; Tech Radar

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(via Twitter)

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Pinterest Launches Video Ads

  • In a play to get more advertisers on board (pun intended), Pinterest announced its new video ad format last week. Pinterest has been working on its overall video format, and this latest feature proves they are betting brands are willing to pay the big bucks. Video components are of high value to brands and Pinterest is making the most of their abilities. Video ads will appear natively as short frame and expand into a bigger piece of content with sound when clicked. Not only is video length unrestricted, but similar to Facebook or Instagram Carousel Ads, each video ad is accompanied by six custom photo pins. This allows brands to build out great video content and include six CTA-featured pins simultaneously.
  • What it means for brands: According to Pinterest, consumers have saved/pinned 60% more video content in the last year than ever before. On a platform where 75% of consumed content is brand content, Pinterest knows brands will pay for high quality video content opportunities. Video ads are currently offered on a cost-per-impression model and not yet available through Pinterest’s self-serve ad platform. At this time, video ads are only offered to big-name brands that work with Pinterest reps, but we have a feeling that won’t last long. This new offering is a great opportunity for brands to start thinking about quality content that will grab attention quickly but also sustain interest once the ads are clicked. There’s also room to repurpose existing video content from YouTube, Facebook and other social platforms, to help increase the SEO of your existing content and provide future search compatibilities to new video.

Additional resources: Forbes; Fortune

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(via Fortune)


CaitlinThis blog was co-authored by Caitlin Orwin. Caitlin is a Social Media Marketing Associate at W2O where she works on all things paid social and social management. She loves writing copy and working with healthcare clients, as well as working in a dog-friendly office. Be sure to follow her on Twitter and connect with her on LinkedIn!


 

Carly Ilvento
Carly Ilvento
Social Media Marketing Associate
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