Facebook Copies Snapchat — Again
In a totally shocking move this week, Facebook Messenger introduced its latest feature, “Messenger Day,” which allows users to create a collection photos and videos with optional overlaying text, stickers and doodles. Each image can last up to 10 seconds, each feed disappears within 24 hours and users are redirected to Messenger if they choose to respond to individual moments. What will Facebook think up next? Apparently only available in Poland at the moment, the new feeds are accessed at the top of the home screen, above recent conversation.
Why do we care?
After the shock of Instagram Stories, Facebook’s move this time around isn’t that surprising. While some users weren’t impressed with the Messenger Day user interface, there’s no doubt that Facebook feels threatened enough by Snapchat to roll out similar features to increase time and engagement in its own apps. Granted, Poland and the US are two totally different audiences, and people in Poland use the two platforms differently. Since Messenger is more personalized and interactions are based on friends within your network as opposed to people you follow, brands might find better success with Instagram Stories or Snapchat. But at the speed Facebook moves, you could see the feature soon.
YouTube Adds Paid Promotion Disclaimer For Influencers, Creators
In a response to heightened FTC attention on the disclosure of sponsored posts in online influencer campaigns, YouTube is giving those influencers and creators the ability to add disclaimers in the first few seconds of their videos. The overlaid text will say “includes paid promotion” and not affect view count or other metrics.
Why do we care?
The lack of a global disclosure standard has become a big issue, especially for brands who are ultimately held responsible if rules aren’t followed. But with YouTube’s new tool, it could provide some clarity for influencers, brands and even audiences.
Social Media — No Longer Social?
Social media may be just becoming “media” now, as your favorite networks aim to rebrand themselves. Take Snap and its move towards becoming a camera company with its newly announced Spectacles, for instance. Even Facebook doesn’t see itself as a “social network” anymore. And Twitter? Definitely a news app. It’s because companies are looking to diversify their offerings. Social and digital have become the new norms, so the way these companies can stand out from one another is to move away from branding themselves exclusively as that.
Why do we care?
While it may seem weird to think, it makes sense. Companies looking to shed the “social” element of their image may not affect the way brands market themselves on these platforms, but it is an interesting look at how the industry is changing. And for agencies that specialize in “social media,” perhaps it’s time to start thinking about evolving, too.
Your Usual Weekly Platform Updates
ENCRYPT MESSAGES, SELL USED ITEMS NOW ON FACEBOOK
By composing a new “secret” message, Messenger users can now end-to-end encrypt messages (meaning the government, hackers and even Facebook can’t read them) through the application. Those conversations are limited to only one device per user, but can include photos and stickers and can self-destruct up to a day after they’re read.
Facebook has launched its own version of Craigslist called Marketplace, too. Users can browse to buy, sell their stuff or search their surroundings, then reach out to one another through Messenger. It has the convenience of a widely used platform and engenders trust by having a Facebook profile attached to each listing.
Why do we care?
With Messenger’s new payment capability especially, the ability to encrypt messages could prove immensely useful, particularly when people on the internet are wary of giving away their personal information and data. Perhaps with the rise of chatbots and their move into shopping, brands can find a use for the feature in providing a secure way of checking out.
As for Marketplace, it’s just another example of Facebook integrating “social” with all aspects of life. For brands and businesses, the potential for ads or sponsored placements for listings in the space could boost awareness and provide another reason to invest in the platform.
WHO’S DOING COOL STUFF?
“Oatober” is here. To celebrate, Quaker has a digital campaign that will span the internet with recipe posts on Facebook, Instagram, Pinterest and Snapchat, an Instagram Marquee and dedicated Tumblr and web pages. The brand is partnering with publishers too, with sponsored videos on Tastemade and an ad and online campaign with The New York Times.
If you’ve ever wondered what an ordinary family goes through in two weeks, British TV, internet and mobile provider TalkTalk set up unmanned cameras to film just that and built ads around the everyday moments they later picked out. For brands these days, it’s important to come off as authentic and TalkTalk succeeded.
Be honest. When you first got your Mac and opened the box, how many of you sniffed it? Well, now you can actually buy that scent — “New Mac” — in the form of a candle, a promotional item for Apple Accessory firm Twelve South. In creating the scent, the balance between the humor of capturing the elements of a tech product and the desire to make a product that was still pleasant was a huge consideration. The result? A soy wax candle with hints of mint, peach, basil, lavender, mandarin and sage that sold out in a day.