Unless Snapchat figures out a new game plan to create proprietary features and experiences, 2019 will be the end of the popular photo-sharing app. The stock of its parent company, Snap, is scaring away investors. Its user base has plateaued. Each time Snapchat introduces a new feature, Facebook and Instagram copy it. For instance, Instagram users can share permanent photos on their profiles as well as more temporary content on stories that disappear within 24 hours, a feature that was once unique to Snapchat. Instagram is also becoming more engaging for users with the option to share public comments, likes, as well as create polls in stories, all features that Snapchat lacks. With the launch of its latest feature IGTV, Instagram is on the rise for 2019.
Where does the rise of Instagram leave Snapchat? In a very difficult place. That said, Snapchat still has cards to play, such as monetizing its location data for advertisers and building up its content platform as a broadcast media for businesses such as the National Football League, which told Advertising Age that it doubled viewership of its highlights video to 2 million during the most recent season. Another ray of hope for Snapchat: Facebook keeps hurting its own brand, to the point where it is vulnerable to losing advertisers.
What Snapchat needs is a proprietary feature that makes it so lovable to advertisers that they remain loyal no matter what Instagram or Facebook do. To that end, its R&D center is looking for a solution, perhaps involving augmented reality, where Snapchat has succeeded.
But Snapchat needs to work fast before investors’ lack of faith in Snap and pressure from other platforms brings the fabled platform to an end.
TechCrunch reported recently that IGTV, which allows people to upload lengthy videos in a mobile viewing format, has seen a noticeable decline in weekly installs since its June launch.
As TechCrunch noted, “IGTV risks becoming the next Google Plus — a ghost town inside an otherwise thriving product ecosystem.” TechCrunch speculates that the main reason IGTV is struggling to gain a foothold is that YouTube already owns the market for longer-form video. In addition, IGTV has yet to give us any truly breakthrough, viral content, as other social platforms have. There is no “Chewbacca Mom” of IGTV to help people grasp the potential appeal of the app.
Is IGTV in trouble? I don’t think so. If we’ve learned anything about Instagram, it’s that the app is resilient. And IGTV enjoys a huge advantage: a large built-in audience on Instagram, with one billion actively monthly users. But IGTV does need to take some steps to gain more traction. Here are three ways Instagram could do so:
Make IGTV more discoverable inside Instagram. Unless you use the IGTV standalone app, you may not even know IGTV exists. For several weeks, Instagram hid IGTV behind a small icon inside Instagram. It was too easy for users to ignore the icon on their screens. Recently Instagram has been making IGTV videos more visible via a more prominent notification call-out with a clickable “watch” button. A more noticeable call-out should help. When Facebook relaunched Marketplace in 2016, giving the feature more prominent real estate on mobile devices helped Marketplace gain traction.
Make it possible to livestream IGTV content. The only way to make IGTV videos is to record them on your mobile device and upload them. The process is easy, but people can do the same on YouTube. IGTV should differentiate by giving people the ability to record in the moment as Facebook does with Facebook Live. Doing so would create more opportunities for real-time engagement through viewer comments as happens with Facebook Live.
Promote big names and big moments. Instagram could help its own cause by collaborating with its more popular names (such as blogger and performer Baby Ariel) to build excitement for their content. People might be more likely to stop what they’re doing and make room for IGTV if they knew their favorite internet celebrity was going to post a new song or blogging episode at 5:00 p.m. Wednesday instead of discovering the content after the fact. Building excitement for forthcoming content would raise more awareness and get viewers primed to watch and comment on what they see. If you know that Universal Pictures is going to air an interview with Dwayne “the Rock” Johnson from the set of his latest movie, you just might set aside time to watch if you’re a Rock fan – even more so if you know the event would be livestreamed (see suggestion one above).
IGTV’s biggest threat right now? YouTube already does everything IGTV can except give users an elegant way to upload content created in vertical mobile-only mode. But by building more excitement around IGTV and introducing a live experience, Instagram can succeed in the long term. For more insight into how to use IGTV to build your brand, contact True Interactive.
I have heard Mark Zuckerberg’s Congressional appearances this week described as the moment when social media began to grow up. And there’s no doubt that the world’s largest social network has started to sound more committed to acting more responsibly with the data of its two billion members, judging by Zuckerberg’s remarks and his prepared testimony. Assigning a $40,000 bounty for the reporting of data abuse certainly makes Facebook look determined to get more serious about addressing data indiscretions.
Amid the publication of determined testimonies and bounties, I know these things to be certain:
Facebook will not be immune from data abuse. Mistakes are going to happen. Determined and unethical parties are going to look for cracks in the seams. What we can expect to be different is Facebook’s reaction to problems when they happen. There remains an important distinction between a platform having airtight security and a platform that acts rapidly to address problems when they occur. Will advertisers and users appreciate the difference?
Facebook won’t be the only platform that experiences abuses of its terms and conditions. As I noted on our blog, YouTube has been hiring more people to train computers to police abuses on its site in order to prevent the kinds of embarrassing incidents that rocked the network in recent months, such as brand advertising appearing alongside inappropriate videos. But YouTube continues to experience lapses, such as a report about ads for adult content appearing on the site, hackers targeting popular music videos, and advocacy groups charging YouTube with illegally collecting personal information from children.
Facebook users will complain about data abuses and some will even #DeleteFacebook. But how many will stay off the network permanently after they realize that there’s nowhere else to go?
I’m not saying that brands should simply be patient. Brands and users should expect more vigilance out of all their social networks, including Facebook, Google, Instagram, Snapchat, Twitter, and all the others we call home. But we need to be realistic. These networks, especially Facebook, remain free because they accept advertising. And to play ball with advertisers, they’re going to share user data – which, when done well, brings about a better user experience. But with the sharing of data comes potential for abuse. And let’s not forget these free platforms are pretty much open to anyone who meets their soft requirements, and advertisers have to accept the consequences, both good and bad.
Advertisers, buckle in. You’re in for a bumpy – but profitable – ride. Remember, these networks offer rewards to those who understand how to use them for targeted, timely advertising. Contact us. We’ll work with you to do just that.
The days leading up to Super Bowl Sunday were a nightmare for Newell Brands, maker of the iconic Crock-Pot, thanks to an unexpected crisis triggered by a TV drama that involved a make-believe death caused by a Crock-Pot. Following is a closer look at how a fictional event caused a real-life problem for a $13 billion business – and how quick thinking contained the problem.
The show, This is Us, an emotional drama that follows the generational story of the Pearson family, took television by storm in the fall of 2016. The series averages about 15 million viewers a week in the coveted 18-49 year old demographic. Spoiler alert: in one of the episodes, the family’s beloved father, Jack, suffers a heart attack as a result of a massive smoke inhalation caused by a house fire. On January 23, during the episode “That’ll Be the Day,” viewers learned what caused the fire in the first place: a Crock-Pot.
Viewers watched as an elderly neighbor delivered a used Crock-Pot to the young, newly married Pearson couple. The neighbor said that the Crock-Pot’s power switch was a little temperamental but assured them that they would still be able to enjoy some good family meals. Flash forward to years later as the couple, now with teen-aged children, celebrate the Super Bowl. The show ends with Jack turning off the Crock-Pot switch before going to bed. A spark flashes from the faulty switch, igniting a fire, and the house quickly becomes engulfed in flames.
As I watched that episode with my husband, the marketing gears in my head immediately started turning. I thought about the backlash that Crock-Pot would be facing as it was revealed the product was responsible for the beloved character’s death. I told my husband that I hoped Crock-Pot’s PR team would immediately start working on a plan to offset any damage incurred by the revelation. I suggested they flood social media with a response ASAP so as to minimize the negative impact. It was then I realized that we could very personally be affected by this unforeseen series of events: my husband is employed by the company that owns Crock-Pot, Newell Brands.
By the next day, Crock-Pot was headlining news stories:
And while it may seem silly to think the death of a fictional TV character could cause such a hardship for a long-established household brand, the facts were hard to dispute. People were tweeting about throwing away their Crock-Pots. The safety of the product was called into question. The value of Newell Brands stock fell by 24 percent, and the loss was immediately linked by many to the Crock-Pot fire disaster. In reality, the stock plunge occurred after Newell Brands announced disappointing guidance for 2018. But nonetheless the brand was under attack after a perceived safety hazard.
Newell Brands Takes Action
The Crock-Pot communication/social team immediately jumped into action. For instance, the brand worked to restore trust in its product by releasing a statement. Here is an excerpt:
For nearly 50 years with over 100 million Crock-Pots sold, we have never received any consumer complaints similar to the fictional events portrayed in last night’s episode. In fact, the safety and design of our product renders this type of event nearly impossible.
This is Us creator, Dan Fogelman, also followed up with a tweet defending the company’s product:
Crock-Pot quickly created its first ever Twitter Account “CrockPotCares,” engaging with concerned consumers as the social media storm continued to ignite. While all of these responses were appropriate and wise measures to take, Crock-Pot knocked it out of the park when the brand teamed up with NBC and Milo Ventimiglia (who portrays Jack in the TV show) to create a hilarious new promo ad for the show’s much anticipated Super Bowl episode February 4.
In what appears to be a political ad, Milo starts off in a somber tone speaking about how the country is divided and how we need to come together. As he continues to talk about forgiveness, the camera pans to him scooping up a bowl of chili from, you guessed it . . . a Crock-Pot! The brilliant ad ends with a black screen with the Crock-Pot logo and the hashtag #CrockPotIsInnocent.
On February 3, after the promo ad was shown, digital content engagement around Crock-Pot increased by 84 percent, and there were nearly 2,000 tweets using the hashtag #CrockPotIsInnocent, with sentiment around that hashtag being 57 percent positive — the most common sentiment being that it was hilarious and a brilliant promotion for Crock-Pot.
Lessons learned? If a well-established brand such as Crock-Pot can incur such negative consequences from a fictional TV storyline, it should be a warning to every company about the importance of having a solid strategy in place to combat such challenges. Reach customers quickly through social channels and look for a unique way to re-establish your brand’s positive image. Time is of the essence — so act fast! In a matter of a few days, Crock-Pot succeeded in turning a PR nightmare into a successful restoration of trust in its brand.
Facebook has quickly changed from the brand that could do no wrong to the business that spreads fake news. Mark Zuckerberg’s announcement that the company is de-valuing publisher content on users’ news feeds caused a notable drop in its stock value and inspired a CNN article with a once unthinkable headline, “Mark Zuckerberg Is Fighting to Save Facebook.” Facebook isn’t going away. But with the recent admission by former Facebook executives that the social media platform was designed to get its users addicted and that it is ripping apart the social fabric of how society works, 2018 might be the year we see a significant decline in active users.
Although industry analysts have been predicting a reduction in Facebook users for the past few years, the fact that ex-Facebook executives are admitting guilt over the monster they’ve created might finally be the wakeup call that many social media users have been waiting for. If Facebook usage does suffer a significant decline, it’s fair to expect that marketers will also see diminished performance from their Facebook ads. Many advertisers use the Facebook advertising platform as a brand awareness tactic, paying advertising fees based on the number of times an ad is shown versus the number of times someone interacts with an ad. “Reach” (the number of people who saw an ad) is a metric commonly monitored by advertisers, and when the pool of potential audience members declines, so does the effectiveness of their branding efforts.
The most obvious expected drop-off would be among younger members as parents may begin to heed the addiction warning and implement usage restrictions for their children. Currently, advertisers cannot specifically target people under the age of 13 — so there should be minimal effect on paid ad performance if Facebook sees a decline in users age 12 and under. However, if parents or older siblings start following suit (perhaps by means of setting an example or simply choosing to spend their time elsewhere) the impact could be significant to marketers who have become accustomed to reaching millions of people.
As the Facebook audience narrows, marketers may need to adjust their strategy and opt for conversion-based campaigns versus brand awareness. Measuring the overall effectiveness of a brand awareness campaign is difficult to quantify. But as advertisers start tracking actual results from their conversion campaigns, they may find the cost far outweighs the return and may choose to pull back on their overall Facebook investment.
My advice: keep a watchful eye on Facebook as an advertising platform. Take advantage of the tools we have blogged about (such as Collection ads), but make sure you complement your advertising spend across multiple platforms where it makes sense for your business to be, ranging from Google to Instagram. Get ready for tough sledding on Facebook. For more insight into how to build your brand with digital, contact True Interactive. We’re here to help.
Organic video for company pages is coming to LinkedIn. It’s only a matter of time. Businesses need to be ready to capitalize on the opportunity.
Video content is already a major way businesses and people communicate on the internet. According to Kleiner Perkins, video accounts for 74 percent of all Web traffic, and 55 percent of people watch video every day according to MWP. In 2017, LinkedIn started to catch up to other social platforms that have become more accommodating to video content when the company made it possible for users to create personal videos on its mobile app.
For LinkedIn, the introduction of video meant that its users could create more engaging stories about themselves, especially in a business setting. For example, in a blog post about LinkedIn video, LinkedIn cited the example of the president of an equipment company using video to demonstrate how her company’s forklifts operate.
Since then, LinkedIn has indicated to True Interactive that the company plans to bring native sponsored videos in the feed as part of its 2018 advertising plans. The timing could not be better. On January 11, Facebook announced the company will downgrade content from publishers in users’ news feeds. This move will pressure more publishers to look to other platforms such as LinkedIn to engage people with their content.
Businesses should prepare for video coming to your LinkedIn pages. For example, if you post video regularly on other platforms, create a strategy for cross-posting content on LinkedIn. You might want to start by testing different types of video to see what kind of content creates more engagement on LinkedIn versus Facebook or Instagram although these days the content between Facebook and LinkedIn is converging. LinkedIn used to be a platform for people to post business-related content, but more and more users are posting personal stories that would appear on the surface to be more suitable for Facebook. Businesses that rely on employee ambassadors to humanize their brands with more personal content might find LinkedIn to be an attractive destination for video content.
It also makes sense to earmark a larger LinkedIn advertising budget. LinkedIn will certainly incorporate video into its advertising products to monetize video and create more engagement for brands. Especially with Facebook becoming less friendly to brands, LinkedIn looks more attractive.
As I mentioned in a recent True Interactive blog post predicting 2018 trends, LinkedIn is becoming a more popular platform for companies to build their brands. LinkedIn has been adding a number of features such as Matched Audiences and Website Retargeting to make it a stronger advertising platform. Recently LinkedIn ran a pilot program with more 370 participating advertisers and saw a 30-percent increase in click-through rates and a 14-percent drop in post-click cost-per-conversion with Website Retargeting. Businesses should already be taking a closer look at LinkedIn as part of their advertising and content marketing strategies – and make sure you include video.
What trends will influence how businesses spend their digital marketing dollars in 2018? To find the answers, we asked our own people. The following six predictions from True Interactive employees cover a lot of ground befitting the sprawling nature of digital marketing. Our predictions include:
A big year for augmented reality – for both brands and consumers.
Possibly rough sailing ahead for Facebook, but exciting times for LinkedIn.
A more thoughtful approach to influencer marketing.
Growth of visual search.
Check out the following predictions, and let us know how you believe 2018 will shape up for your business. Thank you to True Interactive employees for sharing your thoughts! Learn more about our subject matter experts here.
In 2018 the use of Augmented Reality will become an increasingly popular tool used to engage shoppers. Online shoppers sometimes miss out on the in-store experience when searching for a product or service through the web. The use of AR will help create this virtual experience for online shoppers; in return it will increase engagement rates, brand awareness, and hopefully conversions. While the technology to effectively use AR will still be developing well into 2018, I predict that many companies will begin to incorporate these features into their brand awareness and digital marketing strategy. —Bella Schneider, digital marketing associate
With the recent admission by former Facebook executives that the social media platform was designed to get its users addicted and that it is ripping apart the social fabric of how society works, 2018 might be the year we see a significant decline in active users. Although industry analysts have been predicting a reduction in Facebook users for the past few years, the fact that ex-Facebook executives are admitting guilt over the monster they’ve created might finally be the wakeup call that many social media users have been waiting for. If Facebook usage does suffer a significant decline, it’s fair to expect that marketers will also see diminished performance from their Facebook ads. Many advertisers use the Facebook advertising platform as a brand awareness tactic, paying advertising fees based on the number of times an ad is shown versus the number of times someone interacts with an ad. In 2018, advertisers will need to keep a watchful eye on Facebook as an advertising platform. — Beth Bauch, senior manager
Celebrity influencer outreach took a major hit in 2017 through some dubious events such as the collapse of the Fyre Festival, which relied on influencer outreach to lure tourists to a disastrous event. But influencer outreach is alive and well. Why? Because people tend to trust other people more than they do brands. Businesses will get more micro-targeted with influencer outreach in 2018, segmenting audiences more carefully and building outreach around influencers who index high in popularity and credibility with those audiences even if those influencers lack national cache. Influencer outreach will become more targeted and scientific. — Mark Smith, co-founder
LinkedIn will become a more popular platform for companies to build their brands. LinkedIn has been adding a number of features such as Matched Audiences and Website Retargeting to make it a stronger advertising platform. As my colleague Beth Bauch noted on our blog, recently LinkedIn ran a pilot program with more 370 participating advertisers and saw a 30-percent increase in click-through rates and a 14-percent drop in post-click cost-per-conversion with Website Retargeting. In early 2018, LinkedIn is going to launch for enterprises organic videos and then native sponsored videos in its feed, thus capitalizing on the more visually oriented culture we have become. Businesses should take a closer look at LinkedIn as part of their advertising and content marketing strategies. —Taylor Murphy, digital media manager
Social media will remain a messy and imperfect place for brands to live. The major platforms such as Facebook, Twitter, and YouTube will roll out more programs to police user activity on their sites in an effort to protect their integrity for advertisers. Recently we saw YouTube do just that by committing to hiring more people to teach computers to police its site, which YouTube hopes will prevent advertisers’ content from appearing next to inappropriate content. But as my colleague Tim Colucci argued recently, YouTube’s ad problems aren’t going away. Social media sites have become incredibly effective destinations for advertisers and will continue to be. But part of the appeal of social media is its openness. On social media, anyone can have an opinion. In 2018, advertisers will need to come to terms with the imperfect nature of social while capitalizing on its many advantages. — Kurt Anagnostopolous, owner/founder
As voice-based search continues to gain momentum, 2018 will bring more interest onto visual search. Although they both use artificial intelligence, they have a different focus, thus their use is not the same. Voice search is best suited for providing access to information on known objects, as systems become more capable distinguishing the context of a certain request. Visual search, on the other hand, is ideal for in-the-moment discovery, as it can provide contextual information for any object we can see. Now that Google has improved its visual analysis software Google Lens, and Pinterest has adopted the trend with Pinterest Lens, we’ll most likely see more social media platforms like Snapchat and Instagram exploiting visual discovery technology. In this way, they could serve ads based on what people take pictures of. They could even combine location service intelligence with visual product recognition technology to provide even more relevant ads. So if you snap a selfie at McDonalds, and you are wearing a Nike hat, you will be served ads from Burger King and Reebok on Snapchat. —Héctor Ariza, digital marketing associate