This Week’s Top Stories
(Facebook Newsroom, 2/1/16)
PNConnect Insight – Just when you thought it was safe to go back in the algorithm… Facebook changes it again. For users this change is probably welcome, as it furthers Facebook’s efforts to help viewers weed out “viral” content and help them see more of the stories they are most likely to engage with. But for brands and marketers, Facebook is once again making it harder to reach the audiences we spent years cultivating (and in many cases, paying Facebook to help us attract). Facebook software engineers have noted that page owners should avoid asking users to take specific actions (like “click here”) in posts to avoid negative changes to referral traffic. (Keep a sharp eye on your referral traffic in the next few weeks to check for this change’s impact.) The bottom line is that Facebook is making it harder for brands to reach Facebook users without paying for the privilege.
Image via Facebook
PNConnect Insight – Sure, why not. Can’t hurt, right?
PNConnect Insight – It’s hard to keep up with all the changes Facebook makes to its mysterious algorithm. Here’s a handy primer on the changes of the past two years.
Image via Digiday
Media & Journalism
PNConnect Insight – Not that this isn’t a good thing, but is audience acquisition still a major success metric? While 100,000 people who have liked/followed/subscribed is a better than 1,000, on most social networks you’re still only going to reach 2-3% of that audience. A more important metric is how many site visits are generated by those fans and whether traffic to on-domain content goes up.
PNConnect Insight – This is certainly a great boost for Snapchat’s Discover section, but concerns about ROI remain. What’s the long-term brand affiliation for Vanity Fair? Does the publication have a long-term plan for Snapchat or other ephemeral media? Will this actually move copies of the issue when it’s on sale, or is looking at the beautiful picture enough for most people? These questions need to be answered before the campaign can truly be a success.
(Facebook Newsroom, 1/28/16)
PNConnect Insight – This has long been expected. What remains to be seen is how this live video option will play in the Newsfeed algorithm and how it will compete against Twitter’s Periscope or the (still independent and functioning) Meerkat. Half the time Facebook’s experiments kill all competition in their market and half the time they fade out after a year of non-usage, so we’ll have to see how this plays out. In the meantime it may be worth experimenting with live Facebook video to see if it resonates with your audience.
(Whatsapp Blog, 2/1/16)
PNConnect Insight – This is a big number that is sure to thrill Facebook, which owns the app. This is also us resisting the urge to go for the easy Dr. Evil joke GIF.
PNConnect Insight – As China’s population continues to come online, they’re doing so via mobile — 71.5% of new users surveyed said they accessed the Internet via mobile device. As your brand considers or refines its China strategy, you absolutely must consider a mobile-first approach.
(eConsultancy Blog, 2/2/16)
PNConnect Insight – It’s so important that brands remember “who” they are when they’re online. Every brand should have a unique voice and tone that fits the brand and is consistent with its offline “personality.” Whenever a brand strays too far from that voice or tries too hard to be “cool” online, bad things usually follow. Your social media team needs to agree on a concrete definition of your brand voice and stay consistent with that voice as they develop social content. Beware of emojis, filters, and slang that, while popular, may confuse or alienate members of your typical audience.
Image via eConsultancy Blog
PNConnect Insight – As you’ve probably already guessed, the seismic shift toward mobile is not just a B2C phenomenon. A large swath of B2B users are accessing content via mobile devices. If your B2B strategy doesn’t include mobile content and advertising, you’re falling behind.
PNConnect Insight – $793.5 million in series C funding is almost unbelievable; this is an historic investment. And when you look at the companies represented among Magic Leap’s investors and Board — Alibaba, Google, Qualcomm, Warner Brothers, Fidelity, J.P. Morgan — it lends credibility to the company and its plans. Between the VC excitement around Magic Leap, the buzz and excitement around Oculus Rift at CES, the New York Times and others launching VR apps via Google Cardboard, and PlayStation’s impending release of PlayStation VR (note: PlayStation is a Voce/Porter Novelli client), virtual reality is now actual reality. This represents a monster opportunity — first for the technologists and gaming companies who have built the technology and provide the entertainment, and second for marketers as they feel out the bold new world of promoting within virtual reality.
PNConnect Insight – Will people who are coming to Snapchat Discover for quick-hit news have a tolerance for movie trailers and other ads that run over two minutes? We’ll be finding out soon.
PNConnect Insight – It’s all about “real time,” nevermind that most of these executions will be prepped well in advance. We’re all living in the “dunk in the dark” world that followed Oreo’s impressively quick thinking a few years ago, even though most social media teams aren’t structured in a way that makes that kind of rapid reaction possible. Anyway, everyone wants to tap into the real-time ad dollars from agencies and that could be bad news for Twitter, despite the fact that much of the public-facing conversation about the game will still be taking place there.
PNConnect Insight – If anything, this price seems a bit low. What’s interesting is the way these custom emojis are often tied to some other ad buy, whether it’s a Promoted Moment or Trend or other unit. Not only that, but in the case of some plans for this weekend’s Big Game, they’re being run in conjunction with TV spots, creating a cohesive cross-platform advertising moment for the company in question.
(Kik Blog, 2/2/16)
PNConnect Insight – First movers will likely receive a discount, but you have to wonder how much these companies are paying for GIFs with a brand watermark. Still, it makes sense to provide officially created GIFs on a widely used platform so that people can easily share images and spread brand messaging at the same time. The main problem is that the branding, while essential to the company, may get in the way of people sharing the GIFs, since they just want to express themselves without a brand name getting in the way.