How Behavioral Data Will Affect Snapchat Targeting
While it’s still too early to tell trends or even gauge user reactions since there’s no data, brands are already thinking about the next steps when it comes to Snapchat ad targeting capabilities — and they’re hopeful. The possibilities are endless — like with geofilters and sponsored lenses, brands could retarget those that use a branded lens. Some users may have concerns over privacy, but marketers say that won’t stop Snapchat from rolling out new ad features. After all, they argue, you can’t please everyone and people on social media are fickle.
Why do we care?
Snapchat’s ad targeting features are a huge game-changer for the platform. Even though the initiative is still in its early stages, marketers are anticipating huge results. As brands jump on the new feature, it’ll be worth keeping track of how ad-targeting on the platform works (or doesn’t) for future campaigns.
UPDATE: Did we say "Snapchat?" We meant Snap.
The Latest Platform Updates From Ya Faves
TWITTER’S NEW RULES ARRIVE 🙌
It’s here, finally. As of this week, Twitter no longer counts media content (that’s photos, videos, GIFs, polls and Quote Tweets) in a tweet’s valuable 140 characters. Usernames at the beginning of a tweet won’t count toward the character limit either, but like before, those tweets still won’t be seen by everyone. Twitter suggests retweeting yourself, if that @reply is so important.
Why do we care?
For anyone on Twitter, this is good news. The company’s already found that including media helps boost engagement, so expect to see more photos populating your timeline (you’re welcome). As for retweeting your own reply, that may not become the popular practice that Twitter is pushing for. It’s pretty much the equivalent of liking your own post on Facebook.
FACEBOOK ROLLS OUT MEASUREMENT TOOLS FOR ADVERTISERS
With so many factors in marketing, Facebook is giving advertisers new tools to help them keep up and accurately measure the success of cross-channel campaigns. The platform’s partnerships with different companies will give companies a range of insights, including the ability to connect purchasing data from retailers to that of ads on Facebook and Instagram, test the likelihood of people buying products when exposed to an ad or not, use multitouch attribution to measure ad impressions or understand which ads were viewed but didn’t lead to clicks.
Why do we care?
For advertisers trying to understand the story behind their numbers, these new measurement tools will prove especially useful. The new metrics will provide brands with powerful data and insights to make sure campaigns are doing well and realign if they’re not.
INSTAGRAM INTRODUCES “SAVE DRAFT” FEATURE; FACEBOOK MESSENGER SUGGESTS PAYMENTS
The “save draft” option is finally on Instagram. After uploading a photo or video, users will need to add effects, filters, a caption or location before tapping the back arrow to save a post. And after Messenger started allowing users to send payments to brands last week, the app is adding group polls and using AI functionality to recognize payments.
Why do we care?
Drafts on Instagram might not have huge changes for the type of content found on the platform, but it’ll be immensely useful. In Messenger’s case however, it’s pretty much permeating every aspect of our social lives now. It’s new update feeds into the trend of social polling and the seamless integration of payments into conversations could mean trouble for apps like Venmo and Paypal. It won’t necessarily be something brands can leverage, but it’s an interesting insight to the way interactions — online and off — are changing.
WHO’S DOING COOL STUFF?
The fast food chain capitalizes on the quickly rising, but lesser-known trend of ASMR (that’s autonomous sensory meridian response) in a recent ad featuring the KFC colonel whispering in a tutorial on the different ways to fold pocket squares. With short clips of him biting into crispy pieces of fried chicken intermingled, it’s supposed to evoke a tingling feeling of delight, relaxing the mind. The ASMR effect is actually often tied to brand-happy stimuli — and in fact, KFC’s not the first brand to tap into the fad. It may sound weird, but the colonel could be onto something.
In the hotel chain’s latest effort to create social buzz, it’s unveiled its #MGravityRoom, an inverted model hotel room that makes visitors appear that they’re hanging from the ceiling. It’s been a huge hit with visitors and just the latest in experiential marketing.
While Tinder’s become synonymous with a certain culture, in the age of social polling, Tinder’s app “Tinder Stacks” could aim for a younger demographic. With the app, users can send, well, stacks of photos to their friends for feedback and for those familiar with the app’s interface, the functionality’s pretty intuitive.