This Week in Social (Week of January 11 - January 24)
This Week in Social is a weekly digest of some of the biggest stories in social media marketing news. These stories are the show notes for the Brave Ad World Podcast. Each story is discussed at a deeper level on the podcast.
Twitter Looking to Amplify Positive User Tweets About Brand (Read more at Digiday)
Twitter is reportedly working on a new ad format that will allow advertisers to identify positive tweets about a brand or product from users and then promote that tweet as an ad. Once the tool identifies a tweet, a brand is able to send a direct message to the author asking permission to promote it.
Twitter is in a position where its value needs to be clearer than ever for advertisers. And Twitter may be in a unique position to launch something like this. People tweet publicly for the most part, and they expect their content to be public, unlike Facebook posts. So Twitter taking that word of mouth and allowing advertisers to amplify it could be powerful and differentiating.
Periscope Integration Coming to Twitter (Read more at AdWeek)
Periscope broadcasts are now playing within tweets natively on Twitter. From Twitter, users can now watch Periscope streams as well as use Periscope hearts. If they want to comment or broadcast themselves, they’ll need to use the Periscope app. This means Periscope on Twitter will be primarily for consumption purposes over creative ones.
This is obviously a natural extension. Twitter owns Periscope and has been emphasizing video on its own platform, so this has the potential to help Twitter. But it also allows the more established Twitter platform to give more exposure to Periscope and make Periscope more attractive for brands that will be able to broadcast and then promote those broadcasts to Twitter users.
Pinterest Developing Video Ads (Read more at Digiday)
Pinterest is in the process of developing true video ads for its platform. The launch would come off the heels of launching Cinematic Pins, which are essentially moving images that animate as users scroll through their Pinterest feeds. It would also come as advertisers are excitedly adopting video as ways to reach users on Facebook, Twitter and Instagram.
Pinterest would be joining a crowded space, but its audience has the potential to be interested in video content from how-to’s to tutorials. The challenge for Pinterest will be getting users to expect to see and then engage with video on the platform.
News Quick Hits
- Skype has announced that it will allow for group video calls on iPhone, iPad, Android and Windows 10 Mobile. The announcement comes as Skype is celebrating its 10 year anniversary. (Read more at Venturebeat)
- Twitter has launched @TwitterGaming, a Twitter account dedicated to helping users be part of conversations about gaming. The account will help users follow esports and other gaming news. (Read more at Venturebeat)
- Foursquare co-founder Dennis Crowley has stepped aside from his role as CEO, and Jeff Glueck, the company’s COO will fill his spot. Crowley will assume the role of executive chairman and focus on innovation and long-term product strategy. The move is intended to help Foursquare focus and appease investors' desire for growth. (Read more at AdWeek)
- WhatsApp is ditching its $1 per year subscription fee. Founder Jan Koum cites the fact that not everyone has credit cards and other platforms like Facebook Messenger are free to use as reasons for the departure from a fee. The platform is, instead, going to focus on how companies can connect with customers, such as through customer service. (Read more at Venturebeat)
- Facebook just launched Sports Stadium, a new feature that includes play-by-play updates, info on games, posts people are sharing about games and live scores. The goal is to create a second screen experience dedicated to sports. Users are currently limited to searching for the game on Facebook to get to the experience. (Read more at AdAge)