Facebook continues to expand upon their VR offering while Instagram reached some major user milestones. See below for some social updates over the past week!
Facebook – Video Cover Images:
Overview: Facebook has been testing video cover images for brand pages. Narcos (the Netflix Show) has a live example on their page: https://www.facebook.com/NarcosNetflix/
Influencer Thought Starter: While most views and interactions take place in the news feed, Influencers with a high following can potentially offer this as additional real estate for brands, uploading the video as a temporary cover image. Additionally, a common pain point for brands is getting fresh content for their social channels (inclusive of new assets for their cover images). I can see brands taking Influencer created video content and uploading it as their cover image instead of always creating their own.
LinkedIn – Matched Audiences
Overview: LinkedIn launched three new targeting options in their ad platform. The first, website targeting, operates the same way as other social retargeting where brands a pixel to their site and retarget to people who have visited a specific page. The second, account targeting, allows you to upload a list of company names to target (before this feature, you would have to manually select companies you have to target). The third, contact targeting, lets you upload a list of e-mail addresses and target these specific users through ads. The last option allows you to target individual users (i.e. prospects, clients, etc.) directly on LinkedIn.
Influencer Thought Starter: I expect B2B Influencer marketing to take off in 2017 and 2018, with LinkedIn being the core component of these programs. With the website targeting feature, we can pixel an Influencer’s blog /blog post and promote Influencer-created content on LinkedIn targeting anyone who viewed that specific blog post. This is a great way to keep B2B audiences engaged with Influencer and brand content over an extended period of time and drive consumers down the conversion funnel.
Overview: Facebook has created a VR app called “Facebook Spaces” that is similar to a VR version of Second Life. Users can create their own avatar, share 3D videos and other content, and interact with other users in a virtual world using Oculus Rift and Oculus Touch.
Influencer Thought Starter: As Influencers branch out more into the VR space, these type of apps can spark some unique campaign ideas, such as sharing a video promoting their road trip. I can see this taking off for Micro-Influencers in particular – promoting branded video content to their friends and family on Spaces.
- CPG spend on Instagram is up 5,542% (!) YoY. While is specific to social ad spend, some of this budget is likely to spill over into Influencer: http://www.adweek.com/digital/social-media-advertising-spend-was-up-60-year-over-year-in-q1-report/
- Snapchat started to roll out new (and really cool) versions of lenses: https://www.snap.com/en-US/news/
- Instagram now has 700 million MAU, up from 600 million in December 2016. https://techcrunch.com/2017/04/26/instagram-700-million-users/. There are also 200 million daily users of Instagram stories – this is more than Snapchat’s 158 million reported in Q4 of 2016: http://marketingland.com/instagram-stories-tops-200-million-daily-users-211922
And speaking of CPG, join me on May 11th as I moderate the “Deep Dive into CPG Influencer Marketing: Agency Experts Reveal All” webinar. Details and registration here!