Snapchat Becoming a Platform You Can’t Say No To

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Snapchat has quickly evolved from being a marketing curiosity to becoming very close to being a staple for any marketing mix. Not only has the platform been able to grow its user base quickly, it’s also taking steps to be much friendlier with brands. That says a lot considering the fact that its CEO once dismissed advertising. 

2016 is set to be a huge year for Snapchat as the platform has gone through several evolutions to make it more attractive to advertisers.

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Discovery is Facebook Video’s Play

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Facebook has started a new video content initiative dubbed Anthology. Anthology will be made up of content creators  like Vice, Disney and The Onion that create video content for brands. This video content will then be distributed through Facebook media.

Video will succeed on Facebook if it proves to be something that people want to watch, and Anthology gives Facebook a degree of control over the content and user experience with trusted third-party content creators given access to Facebook’s troves of data. The social network also benefits by requiring a commitment of at least $2 million per campaign of which Facebook keeps at least 50%.

Beyond the monetary and user benefit, Anthology makes Facebook’s vision for video a bit clearer.

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