As we head into the holiday season, Facebook, Instagram and Snapchat have all launched some exciting new updates that should provide an added boost to Influencer campaigns. Check out some of the latest social updates below.
Overview: This is currently being tested with a small user base. Sets allows users to share a post that aggregates status updates, photos, links and video into a single collection that can be shared with all friends or just with select friends.
Influencer Campaign Thought Starter: With Facebook Sets, Influencers would be able to take all content from a campaign - Facebook posts, images, video, links - and share it as a single post with their entire social audience. This can be great for a final post that “recaps” an entire campaign, including a mix of both influencer content and branded content.
Facebook Stories Available for Pages
Overview: Facebook Stories have been struggling since they launched. It’s likely due to the fact that up until this update only people, not pages, could create a story. Now pages can create their own Facebook stories.
Influencer Campaign Thought Starter: Since most Influencers have a page, not a personal profile, this is definitely a welcomed update for Influencers who have a higher following on Facebook compared to Snapchat and Instagram. Users consuming Facebook Stories content is less than Instagram / Snapchat, but pages being able to post on here now should increase overall usage over time.
Instagram & Facebook Polls
Overview: Users can now add two-answer polls to an Instagram story (as a sticker) or a Facebook post. Results can be viewed by the user directly within the story / post.
Influencer Campaign Thought Starter: This can create some fun ways for Influencers to communicate with their audiences and increase engagement on their posts. Influencers can ask their followers a question and develop content based on the response. For example, if a fast food chain is offering a deal on two menu items, Influencers can implement a poll asking their followers which one they’d like to see them review, creating content around the winning result.
Instagram Stop Motion Camera:
Overview: Instagram is testing a stop motion camera that lets you take a long series of photos and combines them into a GIF that you can add to your story.
Influencer Campaign Thought Starter: This would bring a world of creativity to Instagram Stories and Influencer campaigns in general. I expect Influencers who were big on Vine with stop motion animation to take advantage of this feature.
Snapchat Context Cards:
Overview: When users Snap a particular location, their friends can swipe up to see additional information about that company including reviews, address, phone number, order an Uber / Lyft, make a reservation, or perform other actions directly from the Snap. The data is leveraged from a few sources including OpenTable and FourSquare.
Influencer Campaign Thought Starter: Context cards could help increase in-store traffic through an Influencer campaign. For example, if an Influencer includes “swipe up” to make a reservation in their snap, it is likely to increase engagement.
Overview: In the coming weeks, Snapchat will be releasing their tracking pixel to all advertisers. Similar to other social networking pixels like Facebook and Twitter, Snapchat’s pixel will measure how an advertiser’s Snapchat ads are impacting traffic and conversions.
Influencer Campaign Thought Starter: Using Influencer content for Snap ads have been highly effective in terms of engagement. With the launch of a Snapchat pixel, advertisers can better gauge the impact that Influencer content has on conversions.