Snapchat releases a few new features as they continue to fight with Instagram over daily active users.
Linking in Snaps:
Overview: A very big update from Snapchat. Users can now add links to their Snaps and Stories.
Influencer Campaign Thought Starter: This was always one of the biggest frustrations with both Snapchat and Instagram - the inability to link out to sites. Now Influencers can add a link to either their blog or a brand’s website directly in a Snap and/or Story. Appending tracking codes at the end of the URL will help to track external traffic from a specific Snap. With this update, brands will now be able to monitor activity post-campaign from Snapchat to gauge the impact that Influencer has on metrics such as repeat visitors, leads, etc.
Overview: Snapchat has rolled out a Maps feature that lets you see where your friends are, the locations generating a lot of Snaps (via a heat map), and Snaps taking place from particular landmarks.
Influencer Campaign Thought Starter: There is no shortage of ways that Influencers can take advantage of this feature for an upcoming campaign. For example, Influencers can tell their followers to find them “on the map” to join them for an event activation. Additionally, numerous Influencers can be activated simultaneously to Snap from one location, layering on a brand Geofilter, to create a heat map of that area.
Custom Geofilter via Phone:
Overview: Snapchat is now allowing users to create a custom Geofilter directly from their phone using features and templates from Snapchat’s creative studio.
Influencer Campaign Thought Starter: In most cases, it’s best to get a Geofilter professionally designed. However, this update provides a way to create a quick Geofilter on the fly and possibly capitalize on major local events that have last minute, available Geofilter inventory.
Facebook News Feed Update:
Overview: Facebook has updated their news feed algorithm. This most recent update focuses on pages that share the same URL frequently. If a user shares content 20 times / day, for example, and 15 of those links are the same URL, these 15 posts / links will likely be mostly hidden from users’ news feeds.
How it Applies to Influencer: This will likely benefit most Influencers since publishers who are using clickbait or other spam tactics will likely see a dip in news feed reach and others will rise to the top. However, Facebook is somewhat vague with the update meaning that this could (although unlikely) extend to any blogger who posts multiple times per day on their page. We will be monitoring this on our end to see if the news feed update positively, negatively, or has no impact on organic Influencer performance.
Video & Photo Replies to Instagram Stories
Overview: Instagram users can now reply to Stories with a video or photo instead of a just a text-based message. These replies show up in the users’ private inbox.
Influencer Campaign Thought Starter: While replies aren’t publicly displayed, providing this functionality will likely drive additional engagements around Stories. Instagram Stories have been a great avenue for driving video & photo views, but engagements have been minimal since they were mostly limited to direct text-based messages. Allowing users to reply with a photo or video will likely significantly boost engagements and engagement rates for Instagram Stories.