When we were kids in school, we all learned from our parents (hopefully) that a lie of omission is still a lie. Unfortunately, it would appear that Facebook still hasn’t gotten that memo.
On Oct. 8th, Google announced that it would be sunsetting Google+ for consumers due to low user numbers and lack of engagement. The decision was a result of the now public Google+ security breach and the company’s resulting Project Strobe Audit conducted by Google in March of 2018.
With 400+ million people using Instagram Stories every day and 45% of the most viewed stories being from businesses, it’s time to take notice of the possibilities within this social platform. That’s the good news. Now, the even better news here is that Instagram is making it easier for marketers to really dive into Instagram Stories Ads. With Instagram offering Story School, marketers now have everything they need at their fingertips to not only understand why they should consider this ad format but also how to bring their brand and/or product to life using it. The guesswork has been taken out of the process, which leaves busy marketers more time to craft the right visual assets, get inspiration, and understand the exact steps to deliver compelling - and effective - ads to their target audience. What Is Instagram Story School?
Remember back in 2012 when everyone -- including brands -- started to jump on the Snapchat bandwagon? (That’s when I did, at least…) Since then, Snapchat has amassed 188 million daily active users, empowering brands to tell their stories in creative and unique ways, leveraging text, filters, animation, and videos. Now, they’ve announced Snap Originals. “Wait, is that like Netflix Originals, Kaitlyn?” Yes. Yes, it is. Snap Originals are video shows, exclusive to Snapchat, that users can watch right in the app. (Navigate to “Discover,” and you’ll see a dedicated “Shows” section where you can find the first round of Originals that are now available to watch.) Each Original also has its own “Show Profile” page where users can sign up for push notifications to let them know when each new episode has been released. While that’s great news for consumers, marketers should take note, because this is a fresh advertising opportunity.
As of October 24, 2018, Facebook will offer advertisers and publishers the option to use first-party cookies for their Facebook tracking pixels, thereby avoiding the need to rely on third-party cookies. This move by Facebook aligns it more closely with other online platforms as well as many of the major web browsers, which have implemented similar functionality, and reflects a growing trend towards enhanced online privacy and data security. With topics such as the recent Google+ data breach and the Facebook Cambridge Analytica scandal increasingly appearing in the news, consumers are becoming more knowledgeable -- and skeptical -- regarding how their information is being tracked and used when browsing the web, especially regarding cookies.
Yesterday, news broke that third-party developers were able to pull public and private information from Google+ profiles, due to a security bug. (Approximately 500,000 names, photos, and emails associated with Google+ profiles were affected.) Google discovered this back in March -- more than seven months ago -- and patched the issue. Ultimately, they decided not to publish any information about the incident, as they feared it would attract increased regulatory scrutiny and harm the company's reputation. The move backfired, however, and Google announced yesterday that Google+ would be shutting down over the next 10 months, once the breach and their intentional lack of public notification were discovered. Many of us haven't thought about Google+ in quite some time -- even Google noted the platform had failed to achieve "broad consumer and developer adoption." So, why does this news matter? The demise of Google+ can teach us a lot about how other social networking sites and software platforms will respond in similar situations. Moreover, it may preview what's to come for businesses who handle subscriber and customer data.
Imagine being curled up on your couch on a Saturday morning with a cup of coffee, scrolling through Instagram. You see a pair of shoes you love, so you click “purchase” and check out on the spot.
If you’re a marketer focused on the social media space, you know the daily struggle of jumping into the noisy and ever-changing arena and grabbing consumers’ attention. Having a static social strategy just doesn’t cut it. We need to be listening to our consumers and constantly adapting to their needs so that we can be giving them what they really want when their precious seconds of attention fall on our brands.