Facebook, Instagram, Twitter, and Snapchat all launched some major updates over the past couple of weeks including entirely new products (both for advertisers and users). Check out some of the bigger recent social updates below.
Facebook - Bonfire
Overview: Facebook is testing (currently just in Denmark) a video chat app, Bonfire, that would be separate from the Facebook app. Bonefire lets you chat with multiple people at once and add a bunch of Snapchat / Instagram like effects. Users can easily share content from the app to Facebook, Instagram, and Messenger.
Influencer Campaign Thought Starter: This is only being tested in Denmark, but apparently, the retention rate on the app has been good. This definitely is an app that skews towards much younger audiences (high school / college). If this rolls out to the US, this could be a new platform for Influencers to engage younger audiences and could potentially take market share away from Snapchat.
Twitter - 280 Characters
Overview: Twitter has been testing a 280-character limit with a small user base, doubling the amount of characters currently allowed (140).
Influencer Campaign Thought Starter: This is actually a feature I’m not a huge fan of since I think the limited amount of characters forces brands and users to be more creative in how they differentiate content on Twitter from Facebook, LinkedIn, etc. However, this could be a beneficial update for Influencers. Influencers are technically limited to 136 characters when you factor in the required #ad (3 characters + a space) and arguably 113 assuming influencers are almost always adding links to tweets. The expansion to 280 characters could help Influencers provide more context around what they’re posting about - including things like a full recipe in a tweet.
Snapchat - Sponsored 3D World Lenses
Overview: Snapchat’s 3D World Lenses are now being offered as sponsored placements.
Influencer Campaign Thought Starter: World Lenses are one of the cooler updates Snapchat launched over the past year where users can place 3D version of lenses in the environment around them, instead of just using them for selfies. Snapchat is now offering these as a premium sponsored ad placement for brands. These sponsored 3D world lenses provide a whole new creative way for Influencers to promote a brand through their Snaps and Stories.
Instagram / Facebook - Sharing Instagram Stories on Facebook
Overview: Instagram is testing the ability to share Stories directly on Facebook (in Facebook’s Story section)
Influencer Campaign Thought Starter: Facebook Stories have been struggling significantly compared to Instagram & Snapchat, but this could provide an added boost. If this rolls out to everyone, Influencers with a high following on Instagram and Facebook can post the same story across both networks (instead of just limiting it to one). The immediate impact would be more reach and engagements without having to develop an entirely new piece of content.
Facebook - Brand Lift Across TV & Social Ads
Overview: Facebook has added the ability to track brand lift impact from ad campaigns on both Facebook and TV through their partnership with Nielsen, comparing the two advertising mediums side by side.
Influencer Campaign Thought Starter: For Influencer campaigns with a large enough distribution component and where the brand is advertising the same campaign on TV, this could be a great advanced measurement report that shows how Influencer Social Ads compare to TV ads in terms of brand impact.