W2O Social Scoop: 04.18.2017
Snapchat and Facebook continue to one-up each other. From search tools to sponsored ads, there’s not too fine of a line between Facebook/Instagram and Snapchat these days. Twitter also announced an update that’s going to allow brands to better manage location based customer service questions via DM…hmm, will this eventually turn into a bot friendly tool? And in other news, LinkedIn is now MVP since you don’t have to fill in those pesty ad-generated forms… they’ll just do it for you! Read ahead to learn more about what’s new & trending in social media.
Snapchat’s New Search System Sifts Through 1 Million Stories
- If you want to get a glimpse of Miami before your trip, or if you have major FOMO for missing your “this is our year” baseball team play, don’t fret. Snapchat just launched search within Stories, so you can be there without, actually being there. While you won’t be able to pull search results from private messages or Stories, the new tool includes public videos within the Our Stories section, which looks through and provides results from caption text, time and visual elements.
- What it means for brands: Brands need to think of how to optimize their Snapchat content for Stories search. Adding keywords into captions, voiceovers and showing the highlights and focal points of events and locations within videos and images can become beneficial. Don’t try and add “Coachella 2017” to something about a tech conference, though. Snapchat’s too smart and will filter that out quicker than you click through your ex’s My Story. Too soon?
Additional resources: Marketing Land
(via Ad Age)
Snapchat Just Announced Two New Ad Offerings
- Snapchat announced two new ad offerings to the platform. The first offering allows access to bidding for app install ads. What does this mean? Brands can target Snappers who are likely to install their app. Why is this a big deal? Well, because Facebook makes a lot of spare change (more than 17% of its revenue) from app install ads and Snapchat knows that to keep up, they need to do what works in the space. The second offering allows brands to target users who engaged with their Snapchat ads previously. For example, Taco Bell can now target users who used its taco face Snapchat Lens last Cinco de Mayo. You thought you were just innocently turning your face into a Doritos Locos Taco, but now, you are bound to see Taco Bell’s next full-screen video ad. Consider yourself warned.
- What it means for brands: Because Snapchat works with 15 outside partners to sell ads and, most recently in January, Oracle Data Cloud, to deliver ads to users based on their real-life purchases, brands have everything to gain on Snap. Take that budget, create content that engages users to install your app or watch your video ad, then use that data to expand your audience (which is the goal of both offerings, by the way).
Instagram Just Revamped Instagram Direct, Which Now Has 375 Million Monthly Users
- As Instagram Direct users steadily grow, so do the features they can use. The ‘gram gave its DM’s an upgrade by adding disappearing photos and videos to the same stream as texts and re-shares. Sounds a lot like another platform … (hint: ghost icon). Users can replay these videos and photos once, and now, everything is all in one place.
- What it means for brands: This compilation of everything Instagram Direct means that the platform is even easier to use, which means grammers will be double tapping more often. Consider divvying up your social budget with a little extra love for Instagram and see how it goes – depending on your audience, you’ll learn if Snapchat or Instagram is the better platform for your brand’s presence.
(via Social Media Today)
Businesses Can Now DM Twitter Users and Ask for Their Locations
- Twitter is helping brands everywhere (who are part of the private Beta test) reach more consumers by sliding into their DM’s. Via Direct Message, brands can ask users to share their location and if a user chooses to accept this location request, brands can provide more detailed customer service support and suggestions. Users can ignore the request if they choose, or share their actual location or rather choose from a provided list of locations if they don’t want to be specific. Among those brick-and-mortars that are part of the Beta, both TGI Fridays and Wingstop are using this location request and share feature to help users find the closest locations and make reservations and food orders.
- What it means for brands: Before this feature is more widely available, it’s important brands determine what data they want to gather so that they can most strategically use this tool. Is your objective brand awareness, store visits, or both? This will help drive your messaging and help you meet your brand objectives. Twitter Group Product Manager, Eric Cairns, says, “Now that businesses can easily incorporate location sharing into their customer experiences, expect to see other innovative location-aware use cases in Direct Messages.” This is a great gift from the Twitter gods. Be on the lookout.
LinkedIn Launches Lead Generation Forms
- First world problem LinkedIn is fixing: “It’s so hard filling in an ad-generated form on the newest version of my smartphone.” However, users failing to fill in forms does indeed affect paid content performance, so I’ll stop being so sassy. The new lead generation form feature replaces the hardship of filling out forms by auto-filling with users’ LinkedIn profile information. While it may not seem like that big of a deal, consider two things: 80% of users who engage with Sponsored Content do so at their fingertips and this new feature eliminates users from inputting false information, ultimately leading to higher quality leads.
- What it means for brands: Higher quality leads equals a better understanding of your audience. A better understanding of your audience equals an opportunity to tailor your content towards those who are interest and interacting with your brand.
(via Search Engine Journal)