Twitter Expands Plans to Stream Live TV Content Non-Stop: This Week in Social Media
Welcome to our weekly edition of what’s hot in social media news.
To help you stay up to date with social media, here are some of the news items that caught our attention.
What’s New This Week
Twitter Announces New Premium Programming Deals for 24/7 Streaming Video Content: Last week, Twitter shared its plans “to air live video 24 hours a day, 7 days a week inside its apps and desktop site.” At its Digital Content NewFronts presentation earlier this week, the company debuted over a dozen live-streaming content deals across sports, news, and entertainment, which will bring “hundreds of hours of new premium video content” to the platform.
These deals include “new exclusive original live programming, live games and events, live syndications, extensions of existing live deals, and new always-on live streaming content.” It also presents “new opportunities for brands to reach passionate and engaged audiences by sponsoring premium video content at scale.” A Twitter spokesperson shared that advertisers will be able to buy pre- and mid-roll ads against the new shows and channels through Twitter’s Amplify program, and that the company plans to share ad revenue with the media companies producing the programs. However, revenue splits for the NewFronts programs will vary.
Facebook Extends Reactions to Conversations on Desktop: Facebook rolled out the ability to add reactions on individual comments to posts on the web version of the site. Similar to Messenger Reactions that rolled out earlier this year, users can simply hover over the Like button to see the default six reactions of love, laughter, wow, sad, and angry and select one to use. This new feature has started rolling out on the desktop version of Facebook this week.
Snapchat Allows Select Brands to Buy Self-Service Snap Ads: Snapchat rolled out a new self-service ad-buying system called Snapchat Ad Manager that makes it easy to place ads on Snapchat and target specific groups of users. Adweek reports that “ad buyers will be able to manage video creative and first-party audience data – like email lists and mobile app IDs – and leverage the platform’s targeting capabilities and goal-based bidding while seeing a set of performance metrics” from this new tool. Snapchat Ad Manager is currently only available to a handful of brands but will be expanded more broadly in June to “companies of all sizes” in the U.S., the UK, France, Germany, Australia, and more.
Snapchat also rolled out a mobile dashboard “that will let companies manage and monitor ad campaigns right from its app” and a new feature called Business Manager “that lets advertisers organize access to campaign assets, billing contacts and information for team members.”
Snapchat Expands TV Broadcasting Content Deals: Snapchat is looking to expand its slate of both live and broadcasted TV content on its platform. The Wall Street Journal reports that Snapchat’s parent company, Snap Inc., “has deals in place with NBC Universal, A&E, Discovery, ABC, the NFL and is in talks with CBS and Fox and… [announced] a deal with Scripps Network Interactive, which is responsible for the Food Network and HGTV.” Like Twitter, Snap Inc. is looking to drive more viewers to its platform with a mix of live and pre-recorded video content. However, TechCrunch notes that “Twitter’s looking to replace a 24-hour live TV service, while Snap’s looking to build something new, and complimentary [sic] to existing TV.”
Our Take on Top News This Week
In this week’s show from Friday, May 5, 2017, Michael Stelzner and guests discuss the top news in social media. Topics include Twitter TV (5:20), Facebook user growth (18:01), and updates to Facebook videos (30:45). Subscribe to future shows here.
More News to Note
Facebook Reactions and Custom Weights on Notifications Added to CrowdTangle: Analytics company CrowdTangle introduced two new features to its Facebook dashboard. These include the ability to rank Facebook posts based on all six reactions, which allows publishers and admins to customize how their feed is ranked based each reaction, and the ability to set custom weights for specific types of notifications such that admins can receive a “weekly digest of the most wow-ed photos or a viral alert based solely on shares… from the same dashboard.” The company notes that this new feature works in its Instagram, Reddit, and Twitter dashboards as well.
Facebook IQ Releases Podcast Series on How Marketers Can Tap Into People’s Passions on Instagram: Facebook IQ shared a four-part podcast series that “explore[s] how and why people are using Instagram to expand their world and follow their passions.” In each audio segment, Facebook IQ shares insights from its internal Instagram data and research “that shows how people use the platform to fuel their passions” and “get unfiltered exposure to people, places, and products from all around the world.” The series also highlights “fundamental ways” in which marketers can tap into these passions.
Marketers can find other audio broadcasts on consumer behavior, mobile advertising, and more about Facebook and Instagram on the Facebook IQ site.
Facebook Expands Instant Games on Messenger: Facebook is rolling out Instant Games on Messenger “more broadly” and is launching the new rich gameplay features, game bots, and rewards that were announced at the F8 Developer Conference. The new Instant Games on Messenger will roll out “over the next few weeks worldwide” on both iOS and Android devices.
Twitter Adds Ability to Search Twitter and Periscope Using Emojis: A tweet from Emojipedia announced that Twitter quietly added the ability to search the timeline and user profiles using emojis. Further investigation by Social Media Examiner revealed that Twitter users can also use emojis to search Periscope videos as well.
Snapchat Removes White Border Around Memories: Snapchat will no longer show the white border previously found around old photos shared from Memories. TechCrunch reports that a white border around an image signified that the photo was more than 24 hours old and was supposed to “remind viewers that this older content wasn’t truly ephemeral.” Snapchat expects that this change will encourage users to share older photos with friends and post to their story.
Facebook Adds 76 Million Monthly Users in Q1 2017: In its Q1 2017 earnings report, Facebook shared that its number of monthly users grew by 17% year over year, reaching almost 1.94 billion users and its average daily active users have grown by 18% to 1.28 billion over the same period. Adweek reports that “while only 3 million of Facebook’s 76 million new monthly users came from the U.S. and Canada, 43 million people from the Asia-Pacific region joined the social network… [and] another 5 million joined in Europe, with the ‘rest of the world’ accounting for the remainder of the company’s user growth.”
Facebook also reported that mobile advertising revenue represented approximately 85% of advertising revenue for Q1 2017, which is up from approximately 82% of advertising revenue in Q1 2016.
Facebook Redesigns Marketplace: Facebook gave Marketplace “a bit of a visual overhaul, with new colorful icons and improved search and filtering features.” The Facebook mobile app now features a dedicated Marketplace tab with “a now-scrollable list of item categories that appear as candy-colored, rounded icons” and simplified navigational elements that make Marketplace easier “to snap a photo of an item to sell, tap into categories, search or easily access [one’s] own postings.”
TechCrunch reports that these new Marketplace features are “available on the desktop version of Facebook, as well as mobile, but in a different layout.”
Nielsen Social Content Ratings Now Break Out Owned Versus Organic Social TV Activity: In a press release shared on its company site, Nielsen announced the launch of “enhanced capabilities within Social Content Ratings to support the analysis of owned and organic activity within the total social TV conversation.” With this advanced metric, network media strategists and marketers can now measure engagement on content posted on social media accounts associated with a program or network, as well as organic mentions from the general viewing audience.
This capability is currently limited to Twitter data in Australia, Italy, Mexico, and the U.S.; however, Nielsen also plans to incorporate Facebook and Instagram data “at a later date.”
Upcoming Social Media News Worth Following
YouTube Debuts Upcoming Redesign for Desktop: YouTube will roll out a new “look and feel” for its desktop experience “that highlights your favorite videos and creators while making YouTube easier and more fun to use.” YouTube is currently gathering feedback on the new design from a “small group of people from all around the world” before sharing it more broadly. Those who are interested in checking out YouTube’s latest look can opt in to see a preview at youtube.com/new.
Facebook Tests Personalized QR Codes for Facebook Rewards: Facebook is testing a feature under the Rewards tab that allows users to “scan a personalized QR code to score discounts or bonuses when they buy something in-person at certain shops.” Facebook confirms it’s running a “small test” with certain participating stores and only on the main Facebook mobile app. TechCrunch suggests a variety of ways in which this new feature can mutually benefit users, merchants, and Facebook. For instance, it could “improve the relevance of ad targeting and News Feed content,” while driving more traffic and repeat business for stores and drawing a solid link between online ads and offline purchases.
Facebook Bolsters Community Safety Efforts and Tools: In a Facebook post, company founder Mark Zuckerberg emphasized the network’s commitment to “build a safe community” and announced plans to add 3,000 staffers to its global community operations teams “over the next year.” Facebook also committed to continue working with local community groups and law enforcement and “building better tools to keep [its] community safe.”
Some Interesting Studies to Note:
2017 Consumer Trends Report: Crimson Hexagon analyzed millions of social media conversations from 2010 to 2016 to track consumer trends and evolving sentiment around the health, media, personal tech, and transportation industries in the U.S. This new report provides data and detailed insights into “the ebbs and flows of consumer trends” that are “essential for creating successful campaigns, reaching new audiences, and curating brand image” and understanding what consumers care about in 2017.
2017 Marketing Leadership Survey: TrackMaven surveyed over 200 marketing executives from various industries to understand how today’s marketing leaders are proving ROI, compensating their staff, using tools and technology, and more. The information in this report provides benchmarks for marketing strategy, offers perspectives on the industry’s toughest challenges, and shares recommendations and best practices for any type of organization.
Q1 2017 Fake News Report: A new study from Zignal Labs and Harris Poll examined how social media users consume news online and how the spread of fake news negatively affects brands. The research shows that 86% of people don’t bother to fact-check news they read on social media. This means that the majority of people who see a viral tweet about a brand might not bother to check if it’s true and continue to spread it simply because they trust the friends and acquaintances who shared it on social media. In fact, the study found that 79% of Americans on social media claim to “trust at least some of the content shared by friends” and 32% will share articles that friends have posted.
What do you think of the new premium streaming video content coming to Twitter and Snapchat? Have you checked out Facebook IQ audio broadcasts on its site? Please share your comments below.
May 5, 2017 at 10:06PM