Snapchat measurement drive in Europe
Our round up of this week's social media news and insights:
Snapchat measurement drive in Europe
As part of a drive to offer advertisers in Europe better measurement capabilities, Snapchat has extended its deal with a third-party measurement firm, allowing advertisers in the UK and France to assess the effectiveness of video campaigns within the app. The sight, sound and motion of a video are measured, determining whether it has been watched by a human or a bot, and if the user has listened to the ad. Marketers in select European counties can use the service to monitor precise metrics such as ‘human and viewable’, and ‘human, viewable and audible’ across branded Snapchat video impressions. The social network ramped up its advertising offering in 2016, and the latest move signals its intention to continue to push measurement solutions. The latest announcement follows a big recruitment drive in Europe, with the company offering 20 new jobs at its London office, and the recent opening of a location in France. Snap Inc. is also planning to go public in 2017, seeking a valuation of between $20bn and $25bn, a source familiar with the matter has revealed. The company is aiming to increase its global revenue ahead of the float by providing more clarity about what brands are getting when they use the assorted ad units on its platform.
Internal company data is said to indicate that that two-thirds of Snapchat videos are watched with the sound on, with Snap Inc.’s chief strategy officer recently arguing that the company's competitors were selling nothing short of ‘moving banners’ by not putting enough emphasis on sound in video advertising. Snapchat currently boasts 10 million daily active users in the UK, and 150 million users worldwide.
PR and Marketing in Social Media
KFC launches Instagram football game ahead of NFL playoffs
KFC has partnered with Instagram to roll out a football video game ahead of the NFL playoffs. ‘The Kentucky Fried Football Challenge’ features 31 animations and begins on KFC’s Instagram page with a ‘Start Here’ tab prompting users to commence the game. They can then select the play they wish to perform from the caption area of the page and will be taken to a football field with a marker indicating their progress down the field. Users can then watch a replay of the gain or loss before choosing their next move. The brand’s US director of advertising George Felix revealed the idea behind the campaign was to ‘create a unique gaming experience that combines everyone’s love of football, fried chicken and social media’.
The promotion builds on KFC’s earlier marketing around video games which aimed to bring back the nostalgic social aspect of gaming. The brand has also previously used its @KFC Instagram account to show the ‘World’s first inflatable KFC franchise’ and also featured a women receiving a hug from a giant piece of fried chicken on New Year’s Day.
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Forbes unveils popup channel on Snapchat
Forbes has chosen to reveal part of its list of influential entrepreneurs aged under 30 on Snapchat, making it the first time the publisher has released one of its major franchises on a social network ahead of its own site. Forbes revealed the first 15 of some 600 names on its ’30 Under 30’ list (there are 30 people in each of 20 categories) on the popup channel on Snapchat’s Discover platform. Part of the list, which includes Von Miller and Margot Robbie, will be available for the 48 hours the popup is active before the full roundup is published on Forbes.com. The Snapchat launch is part of an effort by Forbes to incorporate elements of the social network into its mobile site. It hopes to use what it learns about vertical video to create video that way on its own mobile platform, where it has already introduced Snapchat-like ‘card stories’. The move also forms part of a wider push to distribute more of its content directly to social platforms this year, without cutting back what it publishes on its own site, in recognition that people like to access information in a variety of different places. Forbes already publishes off-platform, with initiatives such as a Facebook live video.
The publisher’s chief product officer Lewis D’Vorkin said it has become clear that agencies and clients are keen to reach audiences on platforms other than its own site. He said Snapchat was chosen because “it connects with a young audience, it’s great for our Under 30 community to see we’re getting them out to a like-minded demographic, it’s great experience for our video team and social team to put these together, and it teaches us about new formats that we want to make part of a new mobile experience”.
Pinterest’s top trends for 2017
Pinterest has used data from its 150 million users to compile The Pinterest 100, a list of the year’s top emerging trends. There are three major takeaways; Firstly, people use Pinterest for their personal benefit, harnessing it as a DIY website of sorts; Secondly, 75% of content comes from businesses with brands' ideas being actively sought out on the platform; And thirdly, people use Pinterest to browse and shop for products. The social network claims businesses that use promoted pins enjoy five times more in-store sales than the industry average. Now in its third year, this latest trend list is the first to have a global scope, according to Pinterest’s head of PR, Christine Schirmer, with insights taken from the US, UK, France, Germany and Brazil. ‘Last year, in female style it was all about shoulder cut-outs - we called it the “cold shoulder”,’ she noted, ‘and this year it’s about the statement sleeve. We see tremendous growth in vegetarian and vegan recipes.’ In beauty, Pinterest is also predicting no-heat hairstyles will be big business over the next 12 months, along with chrome powder nails, cut crease make-up, braided top knots, charcoal masks and microblading.
Schirmer identified emerging celebrities such as lifestyle blogger Oh Joy! as a strategic partner for Pinterest, adding the company is also working closely with researcher and in-house stylist Larkin Brown. ‘In terms of new media components, we are working with outlets for digital video opportunities that highlight the trends,’ said Pinterest consumer comms manager Erin O'Brien Maslan.
Twitter agrees live streaming deal with PGA Tour
Twitter has signed a deal to stream more than 70 hours of live competition from 31 PGA Tour tournaments this year. The social network will stream early coverage of each tournament, with the live feed coming from the first 60 to 90 minutes of PGA Tour Live’s coverage. The content will give golf fans access to pre-round analysis and interviews, but as far as live competition goes, will be restricted to the first two holes of each day’s play. The stream will be free to view and can be accessed without logging into the social network, in a bid to attract fans who do not have a Twitter account. The deal also includes more PGA Tour input in Twitter’s advertising revenue Amplify programme, with the Tour increasing highlight videos and other content across Twitter and Periscope. The social network has now started to sell advertising spots for the live stream.
Twitter has also revealed that its first NFL live stream went ‘incredibly well’. The social network is reported to have paid $10m to stream 10 Thursday Night Football games this season, which ended with December’s Giants and Eagles game. The social network’s global head of sports partnerships Laura Froelich highlighted increases in viewership and positive fan comments, saying the availability of live tweets alongside the streaming feed is ‘really resonating with fans’.