Two Months Later, Instagram Stories Hits 100 Million Daily Active Users
After its shocking launch two months ago, Instagram Stories has hit the 100 million daily active users mark. To put that in perspective, that’s two-thirds of Snapchat’s daily active user population. One analyst notes that the news doesn’t necessarily put Snapchat in a bad position, as Instagram’s growth is likely additive. In other words, it’s not poaching Snapchat’s users, even if it poached a similar feature.
Why do we care?
For brands wondering whether to invest in Snapchat or Instagram, perhaps the answer is both. If Instagram is adding its own users to the mix, then that means to reach a larger audience, brands will need to have presences on both platforms. And despite the nearly identical qualities, brands will need to understand two separate audiences and adjust content appropriately.
Snapchat Moves Toward Playlists, Ditches Auto Advance Stories
At a time where rumors of parent company Snap going public are swirling around, Snapchat announced updates this week that will organize content within the popular app differently. Content from friends is displayed first, followed by Discover and subscription sections, while Auto Advance, which automatically played the next Story in a feed, is no more. Instead, users have the chance to create playlists of snaps they want to view. And the platform’s introducing a new ad format — post-roll ads, that will do exactly as the name suggests.
Why do we care?
As Snapchat users deal with snap overload, it’s a move that makes sense. But for marketers, this could mean trouble, as content from friends gets prioritized and “organic” content from brands gets buried. New ad formats could give advertisers an opportunity to fix that, though, potentially reaching an even larger audience. But with Snapchat’s pricing and the quality expected from audiences, the feature might not prove accessible for all.
Facebook, Twitter Revoke Access to Geofeedia after Surveillance Concerns
After the recent release of an American Civil Liberties Union study, social platforms Twitter, Facebook and Instagram have responded by cutting off Geofeedia’s access to public user posts. For those unfamiliar with the company, Geofeedia is a location-based, social media surveillance system used by government offices (including the police) and private security firms, among others. But others were quick to note, Geofeedia’s not the only company doing this, and perhaps the public’s reaction is only the tip of the iceberg.
Why do we care?
With privacy and security such a prevalent subject of concern on the web, advertisers should remain cautious when dealing with audiences and their data. After Geofeedia, and even over the summer with Pokémon GO permissions, it’s important for brands to tread lightly when it comes to the subject, which means finding the balance between effectively reaching audiences and respecting their privacy.
Your Weekly Social Network Updates
FACEBOOK LAUNCHES WORKPLACE, TESTS ADS IN GROUPS
As we detailed a few weeks ago, Facebook was planning to roll out a version of the social network for workplaces — and now, it’s here. Actually called Workplace, the service uses already familiar Facebook features adapted for work purposes with additional tools such as multi-company groups and integrations with information-technology systems.
While Workplace is one way that Facebook might make some money, the company is looking to expand its ads locations to groups as well. The company predicted it may reach maximum ad load for its News Feed by midyear next year and groups will allow for targeting opportunities based on topics.
Why do we care?
Workplace and ads in groups only prove that Facebook is continuing to grow. While the former won’t mean much for advertisers in terms of reaching their audience, the latter will. Depending on Facebook’s results from its testing, the inclusion of ads in group settings could provide an easier form of targeting.
WHO’S DOING COOL STUFF?
Ever wondered how to get away with going number two at a party? Well, Poo-Pourri has the answer for you in its new ad that’s garnered 7 million views since last week. The video highlights the brand’s specific and delicate voice, even allowing the viewer to interact with the content using YouTube annotations. It’s just one piece of the brand’s plan to go digital and maintain control of its content with its newly formed online film division, Number 2 Productions.
The Rio Olympics were two months ago, but #PhelpsFace still lives on in Intel’s new ads featuring the swimmer and actor Jim Parsons. At the center of the ads is the joke, “the world’s fastest swimmer on the world’s slowest computer.” While brands have always been quick to jump on memes with varying levels of success, Intel’s reference is clever and leverages an iconic moment from a huge world event and public figure.
REIIn REI’s latest project, a 37-minute film called “Paul’s Boots,” the company follows a group of hikers on the Appalachian Trail, carrying out the dream of Paul Evans, who passed away at age 53, by bringing along three pairs of his boots. While the film is available on REI’s website, the company has emphasized community in real life by hosting screenings and Q&A sessions with the hikers involved in select cities and donating money earned from ticket sales. And it’s been using the hashtag #PaulWalksOn to bring the campaign to life on social media. The film so far has gained a positive and emotional response, with many inspired by the story.