By Chrisa Chatzisavva, Head of Account Management & Media at Ogilvy & Social Lab
As social networks constantly evolve at an ever-increasing rate, it’s important to review what has changed so we can adapt our marketing and advertising accordingly. I recently spoke at an OgilvyRED webinar on the topic of the state of social at present.
Focusing on what has changed on Facebook, LinkedIn and Snapchat over the last few months, we explored their latest platform updates. Here’s a rundown of the top takeaways…
1. Snapchat vs Instagram
The way Snapchat is being seen as a channel is shifting. Its popularity, which partly was driven by influencers, is now declining. However, Instagram’s growth is accelerating. The average influencer publishes on average 7.6 Instagram Stories per day – two times the number published on Snapchat Stories which averages at 3.5 per day. In fact, Instagram Stories grew 14% in the last 6 months among top influencers.
2. Promoted stories are coming to Facebook
Stories aren’t just for Instagram. There’s been an interesting development on Facebook as its Stories feature has slowly been rolled out and will soon be available to brands. It will be interesting to see if branded content breathes new life into the format, especially considering the lukewarm reception the format has so far received.
3. Facebook & the mobile service economy
By 2020 it is predicted that over half of the connected world will be making purchases online. What’s more, Facebook IQ research shows that by this same time, 80% of smartphone users are projected to be using a mobile messaging app, making m-commerce more important than ever. While consumers will still buy in physical stores, tomorrow’s mobile momentum is already very palpable and companies will have to adjust their offering to the future consumers’ needs.
4. Snapchat style comes to LinkedIn
LinkedIn’s B2B reputation isn’t stopping it adopting the type of sharing which was once confined to platforms like Snapchat. LinkedIn recently introduced a new video feature allowing event attendees to add Snapchat-style filters to videos they create within the LinkedIn app. The location-based filters are part of the service's new in-app video creation feature, which allows LinkedIn users to record and share videos directly from the app. LinkedIn's product manager for video, Peter Roybal, says the new filters are meant to encourage the professional networking site's users to share "their authentic first person views of work."
5. Canvas on Instagram
Users are now able to immerse themselves into the Canvas experience in the Instagram feed.
Canvas is often seen as a ‘micro-site’ within the feed which allows brands to demonstrate their stories, products or offerings. The different components that constitute a canvas open up a myriad of creative opportunities to tell a story in the most compelling way. The Canvas experience is initiated with a click on a mobile news feed ad. These Feed ads for Canvas can use an image, video or carousel. So far advertisers could only run a canvas ad format on Facebook Newsfeed. By expanding to more advertising options and replicating Facebook’s capabilities, Instagram is becoming an even stronger player.
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