W2O Social Scoop: 10.05.17

 

In this week’s Social Scoop, we’re taking a deep dive into the recent updates from Twitter Instagram, Snapchat, and of course, Facebook – because when would a week go by without a Facebook update? Twitter’s announcement of a possible 280-character limit has created buzz amongst all Twitter users, including brand handles. Instagram is taking note on how user’s comment and what they are saying, enabling a new safety policy that makes the platform a positive place for people to express themselves. Snapchat announced 14 new creative partners that will be working closely with brands to create a memorable story ad experience….and lastly, Facebook is working amping-up the Messenger app, yet again.

Twitter Tests Increasing Character Limit to 280 Characters

  • As most of you are already aware, Twitter announced that it is testing a 280-character limit for tweets. This update is in Beta testing for select users right now, but if testing is well perceived, they plan to expand the increased character limit to all accounts. With 140-characters, users are restricted in their story telling and information sharing, and often users leave out key aspects of a message to make their status fit within one tweet. Twitter is hoping that this motivates users to tweet more frequently and create thoughtful messages. The increased character limit will be available in every language except for Japanese, Chinese, and Korean because these languages use less characters in their text font than most other languages.
  • What it means for brands: While this is not immediately available to brands and users yet, if Twitter rolls out this update it could have the potential to drive more advertising and engagement on its platform. It is difficult to fit a clear message into 140-characters, which turns people away from using the platform. With this update, brands can leverage the higher character limit with powerful messages that catch the eye of their target audience. Twitter’s targeting capabilities are very detailed, with the ability to target followers of certain pages. The combination of detailed targeting and more robust messages could put Twitter at the top of the list for brands.

Additional Resources: Social Media Today, New York Times, The Verge

(The Verge)

Instagram Continues Optimizing User Safety

  • Instagram is working diligently to decrease the amount of negative and abusive comments on the pictures of their now 800 million users. There have been 3 big updates in the last few months:
    • Recently, they enabled public account users to choose who can and cannot comment on their pictures
    • Back in June, they expanded their comment block capabilities, which allows users to opt out of receiving offensive comments on their posts. This idea is similar to Facebook’s spam filter, except instead of having to input keywords to block, Instagram will do the blocking for you through automated algorithms. The comment block capabilities are available in English, Arabic, French, German and Portuguese.
    • They added an anonymous reporting feature during live broadcasts that will allow viewers to flag any live comments (that come in from another user that they think may be harmful or alarming) directly to Instagram’s 24/7 support team who would give the individual the help that they need. Cheers to Instagram for working to create a positive platform for self-expression and kindness.
  • What it means for brands: Brand safety is a major concern and with the implementation of expanded comment block capabilities, brands can feel rest assured that any offensive or inappropriate comments will be automatically hidden. Additionally, the anonymous reporting feature could be especially useful for Pharmaceutical companies. If during a live broadcast a user commented something that needed to be handled but was out of the realm of the company and was not considered an adverse event, the ability to flag the comment to Instagram gives brands peace of mind that the viewer will receive the care that they need.

Additional Resources: Social Media Today, TIME, Instagram

(via Social Media Today)

Snapchat Adds 14 New Creative Partners

  • Last January, Snapchat introduced a creative partner network which would assist in ad creation for advertisers. Recently, they have expanded their creative network by adding 14 new companies to the list. Originally, the partners offered support for designing interactive ads that would appear between stories. Now, Snapchat has added its new partners to enhance the ad experience for users after they swipe-up on an ad and show interest in the brand or product. The partnerships bring the following new capabilities to Snapchat: custom games, interactive videos, gyroscope-powered experiences, lead generation campaigns, and pre-loaded Instant Apps as destinations for Snapchat ads.
  • What it means for brands: With the addition of new design and technology partners to help brands advertise on Snapchat, brands can create a unique and memorable experience for users that swipe-up on an ad. There is really an opportunity for all, as long as platform is the right platform for your audience.

Additional Resources: Marketing Land, Snapchat, TechCrunch

(via TechCrunch)

Facebook Launches Click-to-Messenger Ads

  • According to Facebook, 18 million businesses exchange more than 2 billion messages with consumers each month. With this large number in mind, Facebook launched click-to-messenger ads to increase awareness of company messenger platforms as a means for consumers to communicate with brands. The ads will be clickable, and instead of driving to a landing page they will drive to the brands account on messenger. A survey conducted last year by Harris Poll found that 78% of adults were not aware that Facebook chatbots exist. Facebook hopes this new type of ad will bring more awareness to this method of communication between brands and consumers.
  • What it means for brands: Using click-to-messenger ads is a great way for brands to ensure quality and timely customer service and communication with consumers. Driving awareness to a company messenger bot can expedite customer service and increase overall customer satisfaction. The ad format is like other ads, with the option of single images or videos, carousels of multiple photos or videos or Facebook’s slideshow format that stitches together photos to play like a video. We all know that bots are the future of communication, and there’s no shocker Facebook is owning the lead in rolling out new innovations.

Additional Resources: Marketing Land, Facebook

(via Facebook)

Victoria Donaldson
Victoria Donaldson
Social Media, Associate
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