W2O Social Scoop: 12.05.17

This week saw a lot of relevant updates across the social media space. Facebook published a blog detailing its advertising principles for both users and brands. Additionally, the platform rolled out an in-newsfeed virtual reality feature to further enhance users’ experiences and give brands the ability to take their content to the next level. Snapchat announced a re-vamp of its app structure, separating personal and media content in users’ feeds. Lastly, YouTube put its own spin on in-app stories via YouTube Reels.

Facebook Spells Out Advertising Principles for Users & Brands

  • As a follow-up to recent updates about launching a Transparency Center, Facebook has laid out its advertising principles for users and brands in a blog post. The post details that advertising on Facebook is not meant to be disruptive for users, but, instead, add value to their experiences by placing relevant content in front of them. Facebook expressed that their goal is to improve the advertising experience for users, serving them relevant content, while also helping businesses grow via branded promotions on the platform.
  • What it means for brands: While Facebook’s push – much like from other platforms – to increase transparency around advertising on the channel has largely been centered around individual users’ experiences, this most recent update highlights that Facebook is hearing marketers’ concerns and making sure that subsequent updates improve both user and brand experiences.

Additional Resources: Facebook, Social Media Today

(via Facebook)

Facebook Is Testing In-Feed VR

  • Facebook is testing an in-newsfeed virtual reality feature, named “360 experiences.” This new feature will enable users to get a 360-degree look ‘inside’ posts, by allowing them to interact with different aspects of the content. For example, the National Gallery posted a VR tour of a new wing on its page, allowing users to click on specific pieces of art to learn more about the paintings. Facebook is pushing more and more newsfeed updates to amplify the scrolling experience for users on the platform while giving advertisers additional options for promoted content that keep users on the platform rather than directing them to an external site.
  • What it means for brands: While this feature should be a great addition for any brand and company, it could be especially useful for the event and entertainment industries to give users an inside look into different aspects of events, spaces and stories. For the healthcare industry, this could open new doors for engaging consumers and healthcare professionals by allowing them to explore different scientific principles or mechanisms of action involved in the development and treatment of different diseases.

Additional Resources: Marketing Land, Marketing Land, Business Insider

(via Marketing Land)

Snapchat Re-Designs App Structure

  • Snapchat announced significant changes to its app. The biggest takeaway with the updates is that the app will be re-designed to separate personal content from media and influencer content. The ‘Discover’ tab will now live on its own feed, and a separate ‘Friends’ feed will only include stories and content from people that a Snapchat user is connected with. Once this update goes live – the platform has yet to confirm specific timing – the restructuring will have a significant impact on how users engage with influencer and brand content. If an account is not friends with a user and only followed by them, then their content will automatically be delegated to the ‘Discover’ feed. Additionally, moving forward, users can opt to “see less” of any content that they do not find interesting within the ‘Discover’ feed.
  • What it means for brands: Brands will need to take a step back and rethink their approach to Snapchat stories in light of this update. Their content will now be separated from users’ personal feeds, meaning that without enticing stories – or substantial paid promotions – users may view much less brand content in the future. Additionally, this will impact celebrities and social media influencers. Prior to the update, if a Snapchat user “followed” a celeb or influencer, their content was served to them within the same feed as their friends’ stories. Segmenting influencer content into the ‘Discover’ feed may impact engagement and viewership.

Additional Resources: Social Media Today, Tech Crunch

(via Social Media Today)

YouTube Takes Its Own Spin on Stories

  • YouTube will be beta’ing its own version of in-app stories called Reels. Unlike the stories feature on other apps like Facebook and Instagram, users will need to navigate to a creator’s channel and click on the “Reels” tab. Here, they will find all of the story-style content that the creator published. While the new feature will only be available to creators (influencers), at least for now, YouTube said that it hopes this new video format will foster engagement by letting creators share content on their channels without having to upload an entire new video. Additionally, unlike on other platforms, Reels won’t be short-lived, they’ll be live on creators’ channels long-term.
  • What it means for brands: Stories are a powerful way to post authentic content, whether it be from a conference or an event. Giving brands the ability to post Reels on YouTube could increase the volume of real-time content being shared on the platform by providing brands with an easy-to-use video option with less need for high quality production. This could be a way to humanize a brand’s voice on YouTube, giving them the option to post both edited, thought-out content and real-time Reels.

Additional Resources: Business Insider, TechCrunch

(via TechCrunch)

 

Victoria Donaldson
Victoria Donaldson
Social Media, Associate

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