SPRINGBOX / Insights

Social Trend Report: Snapchat becomes Snap, announces Spectacles

by Springbox Social Team, October 3, 2016

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Snap(chat) Announces Spectacles, Hits 60 Million Users in the US

Armed with a new name and more than 60 million daily active users in the US and Canada, Snap (formerly Snapchat) recently announced its latest product Spectacles. The $130, one-size-fits-all, video-sharing sunglasses will record video in 10-second bursts with a tap to its side button — with a warning light, of course. The gadget uses a wide 115-angle lens for circular video recording, has the ability to sync with devices over Bluetooth and comes with a portable charging case.

Why do we care?

With Snap already at the center of in-the-moment recording, not to mention the possibility of AR integration given their foray into lens-based technology, the future looks bright for Spectacles, as they have the potential to become successful in a way that Google Glass didn’t in 2013. The question comes down to whether the gadgets will actually provide their implied convenience and more importantly, whether Snap can respond to people’s privacy concerns. We’ll just have to wait and see.

The Future of Twitter

Twitter has struggled with maintaining growth in the past few months and the fate of the platform could change soon, with new reports speculating on other companies’ interest in its acquisition. It’s unsure how quickly the platform’s sale could happen — sources say the site’s working to formalize the process — but a huge corporation like Disney, Salesforce or Google could end up becoming Twitter’s new owner.

Why do we care?

It’s hard not to speculate on the changes that could come to the site with three different companies involved. Salesforce might shift the platform towards a customer and business intelligence focus, while Disney might want to take advantage of Twitter’s mobile presence, live-streaming capabilities and role in news gathering for its channels. For Google, the process could prove trickier when it comes to antitrust laws, but Twitter could help the company in selling online advertising that incorporates a social aspect.

Facebook Video Metrics — What’s Happening Now?

Facebook found itself in hot water this week, after admitting to overestimating video metrics as much as 80 percent for the past two years by factoring views of more than three seconds. A month ago, Facebook put a notice on its dashboard informing users of the error and introduced a new “Average Watch Time” metric to capture video views of any duration, but it issued an apology only recently.

Why do we care?

Marketers have had mixed reactions, with some saying it’s not a big deal.  It’s problematic for Facebook in that it could affect ad revenue, but advertisers aren’t charged based on those three-second views and are offered third-party verification options from other data tracking companies like Nielsen. Considering the platform’s warning a month ago, it probably isn’t the end of the world, but it does teach platforms, and even agencies, a lesson in transparency.

 

The Latest Platform Updates From Ya Faves

COMING SOON — FACEBOOK FOR WORK

Soon, you’ll be able to get away with using Facebook at work, as the platform plans to release its communication and collaboration product within the next month. It’ll come with familiar features (and a per monthly active user charge) such as special “Work Feed” for exchanging ideas and assuming tasks, Groups, Messenger, Events and Live video features — plus, future integrations with other tools like Asana.

TWITTER OPENS MOMENTS CREATION, ADDS WEBSITE CONVERSIONS OBJECTIVE

After its announcement this summer, Twitter has expanded access to create Moments. And on the business side, the platform’s giving advertisers a new Web Conversions objective for campaigns they run on the network, which could help in retargeting.

Why do we care?

Twitter’s open access to Moments creation could mean more of them on the platform as they’ll give creators and brands a new way to express themselves — and perhaps in a longer format. The feature will act like Instagram and Snapchat’s Stories because after all, that’s their purpose — to tell a story. The new Web Conversions objective on Twitter will prove useful for brands as well, for those looking to drive traffic to their website. But while Facebook for Work might worry Slack and Skype, it’s more an indication of the way social networks are adapting to fit all aspects of life — not just in the social sense.

 

WHO’S DOING COOL STUFF?  

Cartier

To promote the reopening of its flagship store in New York, luxury jewelry brand Cartier worked with publishers to create content that takes audiences through the brand’s history. These pieces of content follow other collaborations that have allowed Cartier to target a wide audience where they are, yet speak to different tones with each piece and aspire people of various price ranges to save up or visit them.

U.S. Cellular

US Cellular’s preroll ad is about as exciting as watching grass grow because that’s exactly what the video shows — and for seven hours. Most of the action happens within the first 15 seconds so while the ad probably won’t keep people’s attention, the length alone certainly could capture it. And for those that do stick until the very end, there’s plenty to look out for — including a UFO sighting.

Under Armour

As part of its “It Comes From Below” campaign, Under Armour is inviting Snap(chat) users on sports Discover channels to play a new game, where audiences control speed and dodge obstacles as quarterback Cam Newton, through the app. This isn’t the first time a brand, or even a sports-related one, has done this — in time for the US Open last month, Gatorade released an 8-bit, multi-level, in-app game that users could find inside ESPN’s Discover Channel. But both examples show the potential content has when it comes to living on Snap(chat).

Topics: Social, Snapchat, Social Media, Social Media News, Facebook, Platform Updates, Twitter, Social Media Marketing