Facebook continues to roll out new features for both users and advertisers over the past two weeks. Below are some of the bigger updates in social media over the past two weeks.
Facebook Messenger Day:
Overview: Facebook Messenger is now the latest platform to offer disappearing content in the form of photos and videos. It operates very similar to Instagram Stories or Snap stories - take a picture of video of something, add effects (including their version of lenses), and then sent to individuals friends or add to “your day” (identical to adding to “a story”). Content will disappear after 24 hours and you can see which one of your friends have added their own.
Influencer Campaign Thought Starter: This feature will likely start to be heavily used by Micro-Influencers since most have a personal profile instead of a Facebook page. Messenger Day can provide a fairly significant lift in views and reach for brands leveraging Micro-Influencers on Facebook.
Facebook Advanced Measurement:
Overview: Facebook has started to offer more advanced measurement tools directly in their ads platform. With Facebook Advanced Measurement, advertisers can compare Facebook’s performance to other channels such as Google across KPIs such as targeted audience reach and in-store purchases.
Influencer Campaign Thought Starter: Facebook’s advanced measurement will provide additional reporting capabilities for our social amplification solutions for Influencer; including how it compares to Google or display for driving in-store visits and purchases.
Facebook 360 Video App:
Overview: Facebook has developed an app that allows Samsung Gear VR users to easily find and view public Facebook 360 videos.
Influencer Campaign Thought Starter: Facebook is continuing to prioritize video, especially 360 and live video content. If the app gets used frequently by Samsung Gear VR users, this will cause a pretty big increase in views for 360 content. This could result in Influencers seeing an increase in 360 video views as a result of this app.
Google Video Intelligence:
Overview: Google is developing a tool that allows users to search for objects within a video. Instead of searches being based on just video titles and audio, it will also be able to pull results based on an actual object within the video.
Influencer Campaign Thought Starter: If this technology launches for YouTube videos, this can provide an added organic boost to Influencer-created video content that features a product. If Google starts to weight this more heavily in YouTube search results, Influencers that feature a product more heavily in a video might rank higher for those product searches.
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