Category Archives: Tumblr

Why Your Brand Will Love Snapchat in 2015

Written by: Tom Edwards
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Each year I like to dive into a specific platform that can make an impact for brands in the coming year. In February of 2014, I published “2014: The Year of Tumblr.” This prediction was recently validated, as TechCrunch released data showing that Tumblr just overtook Instagram as the fastest-growing social platform.

In 2015, Snapchat is the fastest growing social app. I have received numerous client requests for POVs on the platform, and I was recently briefed by the Snapchat team. What the team unveiled takes the platform to the next level for brands interested in reaching the 14-to-28-year-old demo in 2015.

Snapchat is already the fastest growing social app heading into 2015.

Here are the five reasons to consider Snapchat in 2015:

1. Heavy usage by younger audiences

According to Business Insider, nearly half of Americans aged 12 to 24 have used Snapchat.

A majority of campaign briefs called out some form of Millennial as the target, and Generation Z began to regularly appear toward the end of the year as well. Combine the penetration and rate of growth with new offerings that are designed to further enable brands on the platform, and Snapchat is important to consider for the right brand.

Snapchat launched in 2011 with a heavy emphasis on teen and 20-something users, and it has quickly gained traction over the past few years. Snapchat’s sweet spot is between 14 and 28, with a slight female lean. The numbers are impressive, including the fact that almost 50 percent of U.S. users aged 12 to 24 have tried Snapchat. The company now sits at 100 million active users with 50 million users in the U.S.

When it comes to frequency of use, the platform is even more impressive, as 60 percent of the active users are on the app daily, with frequency numbers as high as 22 times per day.

For those not familiar with Snapchat, one of the unique elements of the platform is that content “disappears” after a short period of time that is set by the content creator.

Users also have the ability to “doodle” directly on the content to quickly personalize it, as well as add filters and comment on top of content.

To give you further perspective, check out this Snapchat infographic that our team developed in 2013. You can see the explosive growth since then.

If that’s not enough, there are more than 700 million snaps sent everyday. One of the key behavioral factors is tied to the fact that there is a sense of urgency with the content, as it will eventually disappear.

2. Brands are active on Snapchat?

When it comes to the various use cases of Snapchat, users can chat with one-to-one messaging and live video chat, they can consume a feed of directly sent snaps and messages from friends, capture photo and video (filter, doodle, caption), and interact with the story feed.

While some brands go the route of directly sending and feeding snaps and messages, one of the key areas of focus recently has been tied to the “story” feed.

Here is an example from Taco Bell showcasing new products directly to its followers:

The “My Stories” feature was introduced in 2013 and has become one of the most popular features within the app. “My Stories” allows users to link multiple snaps together over a 24-hour period. This feature alone is driving more than 1 billion views a day and has become the “go-to” for brands emphasizing a one-to-many strategy on the platform, versus one-to-one messaging.

Here is an example of McDonald’s using multiple snaps to reveal a new product:

3. Snapchat and advertising

When it comes to an approach to advertising, Snapchat is more like BuzzFeed than Facebook. It focuses on contextual relevance of the content to drive impressions versus a highly-targeted approach. Both have their pros and cons, but Snapchat recommends that relevance and authenticity are the keys to success when it comes to advertising within its platform. Furthermore, it has recently introduced the ability to position sponsored content in the friend feed.

A sponsored post is for a period of 24 hours and can be up to 20 seconds of premium content. From a viewability standpoint, Snapchat counts a view as two seconds of consumption, and it states that the biggest difference is its model is built around the idea of connected engagement versus reach and frequency.

Here is an example of sponsored content from the recent “Ouija” movie:

4. Snapchat is opening up opportunities for brands and event sponsorship

One of the latest additions and one of the bigger brand opportunities is tied to the new “Our Story” offering. “Our Story” is a location-based collaborative story that leverages content from events and allows others not attending to directly experience the events. A user at an event has the ability to upload a photo or video snap, and Snapchat drops a Wi-Fi geofence around the event. Content is then aggregated and the “Our Story” content prompt is located in the story feed next to friend content. The video below helps to clarify this new offering:

There is also an opportunity for brands to “sponsor” the “Our Story” events. This comes to life in the form of 10-second interstitial title snaps. The sponsored content is then interlaced through the user-generated content and clearly identifies the sponsor. One key point to consider with this type of offering is to leverage authentic event content versus pre-produced content. This better aligns the message and makes it more contextually relevant.

Check out this example from Samsung tied to the recent “American Music Awards” show:

5. Snapchat partnerships

It was recently reported by multiple media outlets that Snapchat is in negotiations with Comedy Central, Spotify, Vice, and other media publishers for the upcoming launch of “Discover.” “Discover” will most likely serve users articles, music, and videos produced by media companies. This will create an additional avenue to drive contextually relevant native advertising to further monetize the platform.

In addition, Snapchat recently partnered with Square to release a peer-to-peer payment prototype. The prototype allows users to store their debit card via Square to quickly process a payment or send cash to a friend’s bank account through the chat feature. Users can type the dollar sign, an amount, and hit the green button. It is available in the U.S. to those 18 or older with a debit card.

With its diversity of use cases, ease of use, sense of urgency tied to the consumption of content, and focus on enabling brands and partnerships, Snapchat is primed to have a very big 2015.

Follow Tom Edwards @BlackFin360

 

 

BERLIN: the logo of the brand “Snapchat”, Berlin” and “heart shape design for love symbols” images via Shutterstock.

Just When You Thought You Knew Everything About Hashtags…

Written by: Rita Mogilanski
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You may be surprised to learn that there are very specific and different rules for using hashtags on each social platform. This red, yellow, and green guide will explain how lenient and indulgent one should be when including hashtags in a post.

  • Red = Steer clear of using hashtags
  • Yellow = Use hashtags sparingly
  • Green = Go hashtag crazy.

FB logo Facebook
Red. Stop. Move away from “shift” and “3” keys. Hashtags should not be a priority on Facebook. When applicable, tag a partner page instead of using a hashtag. Hashtags should only be implemented when it complements a call to action as part of a larger, cross-platform campaign.

Twitter logo Twitter
Yellow. Twitter is the birthplace of hashtags and still their most natural home. Tweets with hashtags get two times more engagement than tweets without, and 55% more retweets. However, using MORE than two hashtags in a tweet actually decreases engagement by 17%, so use them wisely.

YouTube logo YouTube
Green. Feel free to go hashtag crazy. Hashtags (in the tagging section) on videos are important for search and discoverability. Use at least 3 tags on videos to increase the likelihood that users will find your content.

GPlus logo Google+
Yellow. Like YouTube, Google+ is a platform that is important for search. Google will automatically tag certain posts with relevant and popular hashtags. Hashtags can also be added to comments on a post. It is often good practice to tag or add search terms used for paid SEO and webpage strategies on Google+ posts as well. Use one or two hashtags that will help users discover content.

Instagram logo Instagram
Green. Instagram is home to #ThrowbackThursday, #TransformationTuesday, and other alliterations that allow users to post baby pictures. #There #seems #to #be #a #hashtag #epidemic #on #Instagram, but believe it or not, these people have the right idea. Hashtags are the primary way to find and browse new content on Instagram, and data has shown that interactions are highest on posts with 11+ hashtags. While over-hashtagging is distracting and considered poor etiquette, do not hesitate to include as many hashtags as are relevant to the post to increase discoverability.

Tumblrlogo Tumblr
Green. Like YouTube, hashtags are hidden on the back-end on Tumblr. This allows users to post more hashtags that cover all the aspects of the content. Use 9-12 terms that are both specific and general to completely represent the post content and the interests of the audience. Just remember that only the hashtags that are entered into the tag section will be clickable and searchable.

Pinterest logo Pinterest
Red. Believe it or not, hashtags may harm the reach of content on Pinterest. Clicking a hashtag will actually take you away from the content on the page, and to a list of all posts using that hashtag. This means that you will end up driving users to a list of other similar brands and competing content. Keywords, without a hashtag attached, are a better way to label content and help users discover it.

Vine logo Vine
Yellow. Like Instagram, hashtags are really the main way to find content, and like Twitter, Vine features trending hashtags and topics. It is best to include any and all relevant hashtags, but over-hashtagging isn’t proper etiquette. #DoItForTheVine

LinkedIn logo LinkedIn
Red. LinkedIn is unique in that the platform does not support hashtags at all. They are not clickable or searchable. A hashtagged word will just show up as normal text, and what good is a pound sign if doesn’t automatically hyperlink? Steer clear.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Facebook to Make Sure the Right People See Publishers’ Posts
Facebook unveiled new tools this week to give publishers a better shot at making sure people on Facebook see their stories. One tool lets publishers target their Facebook posts at a subset of their fans interested in certain topics. Another lets publishers put an expiration date on their posts so that timely stories don’t pop up in people’s feeds after the timely event has passed. A third tool called Smart Publishing identifies a story that a lot of people are linking to on Facebook and, for publishers who opt-in, posts it in the news feeds of people who like that publisher’s Facebook page.

Facebook Adds Call to Action Buttons to Its Pages
This week, Facebook announced seven “call to action” buttons for Pages. Page admins can now select one of seven buttons that use verbs to attempt to get user conversion and appear on the top of the cover photo. The options are Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, Watch Video.  Dollar Shave Club has been trying the buttons and said that adding “Sign Up” converted 2.5x more users than previously.

YouTube Offering Its Stars Bonuses
Google’s YouTube is racing to lock up its top stars as rival online video services court them aggressively. Facebook and video startup Vessel, among others, have tried to lure YouTube creators to their services in recent months.  In response, Google is offering some of its top video makers bonuses to sign multiyear deals in which they agree to post content exclusively on YouTube for a time before putting it on a rival service. Bonuses are tied to how well videos perform.

Instagram has 300 Million Monthly Users
Instagram announced this week that 300 million people check out the photo-sharing service each month. That’s up from 200 million nine months ago and 100 million in February 2013. There are however, a lot of fake and spam accounts and Instagram has begun deleting them. This means that some Instagram users may see the number of people following them shrink. Instagram will also start authenticating real accounts, starting with brands and public figures.

Global Social Media

Google News to Shut Down in Spain Over  ‘Google Tax’
Google said this week that it will shut down its Google News service in Spain to prevent publishers’ content from appearing on it – ahead of a new law requiring the company to pay Spanish news organizations for linked content or snippets of news. The law goes into effect January 1 and is nicknamed “Google Tax.” The move marks the first time globally that Google will shutter Google News.

Noteworthy Campaigns

General Mills Revives French Toast Crunch in Latest Nostalgia Play
General Mills is now reviving a cereal brand that had its heyday in the late 1990s. The company has announced that French Toast Crunch, launched in 1995 and discontinued in the U.S. in 2006, is now back in some U.S. stores and will be available nationwide again as of January. It seems U.S. fans of the cereal have continued to ask General Mills to bring it back – creating a petition and a Facebook Page dedicated to the cause. Some consumers have even paid big bucks to have boxes of the cereal shipped to them from Canada, where it continues to be sold. The company has responded to requests and launched a marketing campaign in support of the revival. The new campaign includes a 30-second spot, digital video, a new website, and Tumblr, Facebook, and Twitter accounts featuring Miss Cleo, known for her telephone psychic services on TV during the ’90s. News about the brand’s comeback is also generating buzz through the hashtag #frenchtoastcrunchisback.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Instagram Rolls Out Video Ads
Instagram is now selling video ad inventory launching the product with autoplay spots for Disney, Activision, Lancome, Banana Republic, and The CW. The ads started appearing this week and will continue to roll out over the coming weeks.

Tumblr Rolls Out Video Ads
Instagram isn’t the only platform rolling out video ads this week. Tumblr began featuring autoplay video ads from advertisers including The CW, Lexus, Axe, Universal Pictures, JCPenney, and Hulu.  Ads will be featured in Tumblr’s new video player (unveiled last week), which supports Vine and Instagram video.

LinkedIn Ad Sales Soar
LinkedIn continued its tear in the third quarter, with revenue climbing to $568 million. That’s 45 percent higher compared to last year. The increase was led by sponsored updates – a product that allows advertisers to reach members who don’t follow their company. Sponsored updates generated 31 percent of ad revenue in the third quarter.

YouTube Considers a New Subscription Service
YouTube is in the early stages of exploring new subscription services. Though specifics aren’t available, one option would be an ad-free service that users could pay for.

Global Social Media

Thousands Protest in Hungary over Proposed Internet Tax
Trouble is brewing in Hungary, as thousands of concerned citizens took to the streets in Budapest to protest a new proposed tax on Internet use. Over 10,000 protesters marched through the capital to demand the proposal be scrapped, as they believe it would increase their tax burden and curtail their freedom of expression and access to information.  The proposal was part of a bill drawn up by the current Prime Minister.  Protest organizers, backed by a Facebook group with over 210,000 supporters, issued an ultimatum demanding the tax be scrapped or they would return to the streets for more protests.

Noteworthy Campaigns

Taco Bell Blacks Out Its Social Sites to Launch Mobile App
As part of the launch of its mobile-ordering and payment app this week, Taco Bell blacked out its social media channels including Facebook, Instagram, Twitter, and even its website. The idea was to play up the announcement and attract attention with a Twitter feed, Facebook page, and website all showing nothing but a black screen. Each of those pages only offered a link to the app download. The chain was hoping to prompt conversation using the #onlyintheapp hashtag. The stunt appears to have had some initial success – 75 percent of all Taco Bell stores had processed a mobile order one day after the app launch. Taco Bell plans to continue with their social media activity, but it will be limited until they feel they’ve properly promoted the app.  They have since started promoted tweets and other social ads.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Twitter Introduces Audio Cards
This week, Twitter announced that it is introducing a new type of Card to your timeline: the Audio Card. The new tool lets you listen to music and podcasts directly from your timeline. The first Audio Cards will be shared by a small group of partners including NASA, David Guetta, and the White House.

Social, Digital Brands Lead 2014 Loyalty Index
Apple, Amazon, Whats App, Google, YouTube, and Kindle are the top dogs in consumer loyalty this year. In Brand Keys’ 2014 Loyalty Leaders List, an annual survey that gauges how connected consumers feel to 721 brands in 65 categories, 36 of the top 100 are new brands. Most new arrivals are around social and digital, including tablets, smartphones, and social networks. The only non-digital or non-social brand that rated in the top 20 was Dunkin’ Donuts.

Facebook Stickers are Now Available in Comments
Facebook expanded its stickers feature to comments on Timeline, Groups, and Event posts. Stickers, which are Facebook’s emoji-like icons, have been available within Messages and in the Messenger app for some time, but were not available elsewhere. Stickers in comments will work the same way – users begin with only a few stickers but can get more from Facebook’s in-app Sticker Store.

Google is Testing Video Chat with Real Doctors
Google has confirmed that it is testing a system that would offer video chats with doctors to people whose search terms involve medical symptoms. Google is paying for the feature while it’s in the testing phase. It is likely that it would be a paid feature if it is rolled out to the public at large.

Global Social Media

Global Millennials Share Ideas and Desires
According to the first-ever global “Cassandra Report,” millennials share attitudes about commerce, brand preferences, and life goals regardless of where they are in the world. The study argues that millennials are a world demographic (Global Y’s), representing half the population on earth. Seventy percent of global millennials surveyed said that they use social media as a source of news on current affairs. Seventy-five percent said that traveling the world is an important life goal. Thirty-eight percent said that they prefer to communicate with pictures instead of words (cue Instagram, Tumblr, Snapchat).  This global group is three times as likely to wear socially conscious brands over luxury brands, and 40 percent are willing to pay more for products/brands that are eco-friendly (especially in China and India).

Noteworthy Campaigns

McDonald’s Launches Transparency Campaign
In an effort to gain more trust from consumers, McDonald’s is launching a transparency program called “Our food. Your questions.” The move comes as the chain battles sliding sales and works to improve perception about McDonald’s food quality, particularly among millennials.  As part of the effort, McDonald’s has dedicated a section of its website to the campaign, as well as a video series featuring former MythBusters co-host Grant Imahara as he visits multiple suppliers for the chain. In addition to the company’s website, the videos will appear on Twitter, Facebook, and YouTube.  McDonald’s will respond to questions with behind-the-scenes webisodes and other social content that will provide facts on ingredients, how food is made, and how it’s prepared.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Ello – the Anti Facebook
You may have already heard about Ello, the ad-free, invite-only, independent social network that has gone viral over the past week. The site has gained a reputation as being the ‘anti Facebook.’  Several reports have linked the rise of Ello to a recent firestorm caused by Facebook’s real name policy (Ello lets users use any name they choose).  The site is a cross between Twitter and Tumblr – users can post status updates, photos and GIFs, and comment on their friends’ posts.  Ello is receiving anywhere between 4,000 and 30,000 requests an hour for access to the site.  As noted by our own Tom Edwards here, one of the more attractive features of Ello is that the site promises not to sell your data to third parties. Could this be the next big thing? Or just a passing fad?

Twitter is Working on Its Own Native Polling Tool
Twitter is working on a new set of interactive Cards that would allow people to run polls natively across its social network. One key advantage of this offer is the ability for users to interact without being redirected away from Twitter, which would likely improve engagement rates with any polls.

Amazon Adds Twitter Product Tweets to Wish List
Amazon introduced #AmazonWishList this week, allowing customers to add items to their Amazon Wish List without leaving Twitter. Users can reply to any tweet that contains an Amazon product link with #AmazonWishList to add the product to their wish list.

Pinterest Lets Brands Target Ads to Existing Customers
Pinterest is working on a way for advertisers to target people in a brand’s customer database – like the consumers on an email subscription list – with ads on the site. The company is also building a measurement tool so that marketers can credit their ads on Pinterest with the purchase people make on a brand’s e-commerce site.

Twitter Tempts Studios with Targeted Ads
Twitter wants to help Hollywood studios reach moviegoers at precisely the right moments. With a soon-to-debut service, studios will be able to serve ads to Twitter users who have followed the accounts of specific movies, as well as users who have tweeted about particular movies in the past.

Global Social Media

Russia Orders Facebook, Twitter, and Google to Register as Social Networks — or be Blocked
Russia’s communications regulator has ordered Facebook, Twitter, and Google to join a register of social networks or face being blocked in Russia. By registering as “organizers of information distribution,” companies agree to store data about their users’ communications on servers in Russia, or pay a fine of 50,000 Russian rubles ($13,000). Companies that fail to register within 15 days of a second order from the regulator can be blocked in Russia.

Noteworthy Campaigns

Will Ferrell’s Video Game Battle to be Live-Broadcasted on Twitch for Charity
Will Ferrell’s SuperMegaBlastMax Gamer Challenge, hosted on Indiegogo, will allow one lucky winner and guest the chance to travel to San Francisco to play Will Ferrell for two hours on October 26. It will be hosted online on video game streaming platform Twitch. The winner will also get other contest-related gear, as well as a tour of Twitch’s headquarters.  In order to quality for the drawing to play Will Ferrell, you have to donate $10. All proceeds go to the nonprofit charities Cancer for College and Donate Games. With a goal of $375,000, the campaign is currently just over of $100,000 and has 12 days left.  If donors give more than $10 they can receive additional prizes, like exclusive sunscreen, t-shirts, hoodies, and a custom skateboard. Higher donation amounts also get more entries toward the grand prize.