So-Called Social: Week of June 25
Your weekly dose of social news.
Holy Friday, Batman! We made it. And what a week it’s been! I’ve got lots of good stuff for you that will have to tide you over until July 13 because it’s shutdown time in the U.S. — and I couldn’t be more excited. Until then, let’s dig in. More Twitter transparency, brands on IGTV, and managing influencer fraud, all below for your reading pleasure.
Social nets update stuff
Well, this is fascinating. Facebook is testing “subscription Groups” that charge for exclusive content. Apparently, FB is starting to let Group admins charge $4.99 to $29.99 per month for access to special sub-Groups full of exclusive posts. Of course, they’re starting with parenting, cooking, and “organize my home”-type Groups.
Facebook has also started rolling out a new grid view for profiles that transforms your personal timeline in an Instagram-like mosaic of posts. Personal profiles haven’t changed in a while, so this is pretty big. Perhaps they’re learning from what works on Insta?
Right on the heels of Instagram’s IGTV launch, the platform also rolled out video chat, new camera effects, and topic channels on Explore. Up to four friends can join a group video call together through Instagram Direct — and even stay in the video chat while browsing. The new camera effects spring to life if you follow certain accounts (i.e.. Ariana Grande, Buzzfeed, NBA, etc.). Anddd topic channels on Explore will give users new ways to discover interests.
In an effort to increase even more transparency, Twitter is now showing detailed information about advertisers. Anyone can now search for a Twitter account and see all the ads it has run in the past seven days.
Adobe does stuff
I just so happen to be a Hannah Hart fan, so this week’s Make It talk show was one of my favorites. I mean, this girl basically drank some wine, made a grilled cheese, and got famous. What’s interesting, though, is how she diversified her personal brand and figured out how to extend her “15 minutes of fame.”
We announced our partnership with IxDA to launch World Interaction Day, an annual initiative dedicated to advancing the craft and showing the world how interaction design improves the human condition. On September 25, we’ll come together as a united global community through activities and events taking place around the globe that showcase the diverse ways interaction design impacts everyday life.
Other brands do stuff
So, IGTV (Instagram’s long-form video feature) has been live for nine days. And, of course, it brought out the early adopter marketers. Companies like Chipotle, Nike, Netflix, Warby Parker, Trader Joe’s, Everlane, and Gucci are testing IGTV with content ranging from silly one-offs to interviews with influencers. I’m looking forward to seeing how this feature evolves (and how Adobe can potentially weave it into our Insta strategy where it makes sense).
Reddit’s redesign and new ad products seem to be paying off — for Audi at least. The car manufacturer’s “Think Faster” campaign featured stars like Elizabeth Banks and Liza Koshy answering questions from Redditors live — “Ask Me Anything” style — while zooming 120 mph or more in an Audi sports car. It’s kind of like a hipper, riskier version of Comedians in Cars Getting Coffee. Anyhoo, Reddit says the redesign of its website and native video ad offering have significantly increased engagement with users.
Turns out, people are spending almost as much time on Instagram as they do on Facebook. And Snapchat isn’t far behind. Obviously time spent matters because more time in the app means people probably see more ads (which is how these apps make money).
Remember the other week when I was joking about IHOP’s “rebrand” to IHOB in an effort to move into the fast-casual burger space? Welp, it went viral. Like, really viral. And marketers are still talking about it and trying to determine whether or not it’ll stick.
Apparently, “influencer fraud” is a thing and Twitter has released a new user policy in the hopes to stop it. To prevent spam accounts, Twitter is requiring users to verify an email address or phone number. Some marketers are excited about these measures, but others don’t think it’s enough as Twitter’s fraud and bot culture are years in the making. Baby steps?
“Our house, in the middle of our street.” (Literally. Someone just left their house in the middle of the street.)
We all saw it, Michy. We all saw it. #WorldCup
This kid is my hero.