Welcome back to another Smorgasbord of Social Media, your weekly roundup of all things social. We missed the past few weeks, but there are some really interesting changes and updates that we want to catch you up on!
The Audience Network
Millions of people use Facebook every day, but what about the thousands of other apps that people use every day? Facebook has announced an answer to this question with the Audience Network. The new feature allows marketers to advertise to users across a network of other mobile apps. First testers of the Audience Network have already seen great returns from their ads; therefore, Facebook is beginning to expand the network to more and more advertisers.
Facebook Launches Atlas
Although it’s been in the works for some time now, Facebook has formally announced the new Atlas. In the introduction, Facebook positioned Atlas as the premier “people-based marketing” platform. The software allows advertisers to market across devices and measure the connection between online campaigns and offline sales. Atlas could become a new valuable tool to not only help market your online campaigns, but track the returns from them as well.
Local Awareness Ads
Do you still go to your local pharmacy? The answer is probably no, but Facebook has tried to help change that by giving local businesses a tool to continue to compete with huge corporations. They’ve done this by creating local awareness ads that allow local stores to target a specific market around their businesses. Initial studies have shown these ads to be extremely successful, which will hopefully continue to allow local businesses to capture the hearts and wallets of their communities.
Facebook Social Login Share Increases
For the second quarter in a row, Facebook increased its percentage of social logins across the industry according to a report from Janrain. The report showed a two percent increase in Facebook’s share along with a three percent decrease in Google’s share. While many platforms are utilized every day, Facebook continues to flex its muscles as the industry leader of social logins.
Similar to its already existing TV conversation targeting, Twitter has announced plans to start targeting ads to fans that tweet about movies. Since Twitter continues to be used to discuss and review movies across the platform, it was only a matter of time until this ad targeting was put into practice (but this still doesn’t give you an excuse to tweet during a movie).
Teens Flee Facebook And Run To Instagram And Twitter
Another study was released from investment bank Piper Jaffray that showed the percentage of teens using Facebook dropped to 45% this fall. This puts them in third behind Instagram (76%) and Twitter (59%). These results differ from previous surveys that showed at least 75% of teens use Facebook.
Twitter Backs The Laboratory For Social Machines With $10 Million
Seeing as Twitter is in the business of social organization and communication, it seems fitting that they would fund a 5 year, $10 million study by the MIT Media Lab. This study will have the goal of researching how “humans and machines collaborate on problems that can’t be solved manually or through automation alone,” says Deb Roy, Twitter’s Chief Media Scientist.
Three years ago, Twitter largely cut off third-party access to the Twitter API, which infuriated some developers. Fast forward three years: Twitter has announced plans to launch a new app development platform called Twitter Fabric. Reports say that the platform should be released on Oct. 22. The hopes are that Twitter Fabric will allow Twitter to get involved in more mobile apps and capture more data about mobile users (which is pretty much the new gold for Twitter and its competitors).
Halloween Pin Picks
Halloween continues to drive huge amounts of content and traffic for Pinterest. In order to capitalize on this momentum, Pinterest has partnered with ten media companies to create a Handmade Halloween campaign to draw attention to its “Pin Picks”. This emphasis on Pin Picks further proves Pinterest’s desire to prove to publishers that they can depend on the platform to drive referral traffic.
Ads To Include Audience Targeting
Could Promoted Pins get here any faster?! Unless you can speed up time, the answer is no. But, as if you haven’t been teased enough, Ad Age recently reported that Pinterest could offer advertisers the chance to target specific customers from email lists or certain databases. Furthermore, it seems as though the company plans on designing a way of tracking the conversions from marketers’ Promoted Pins. This could help eCommerce or merchant sites in the very near future.
Google+ May Be Thriving, But There Remains No Figures
If you simply asked Google, they would tell you that Google+ is doing great and continues to be a long-term plan for the company. However, signs like Google+ founder, Vic Gundotra, leaving the company, the lack of reported numbers for over a year, and the lack of significant mention at the Google I/O developers conference have led to people spreading rumors and questioning if Google+ is on its last leg. Only time will tell what becomes of Google’s prized social platform.
Age And Country Restrictions
Google+ has released a small update to its settings that allows page owners to restrict the ability of certain users from viewing content that is inappropriate to young people (18+ or 21+), or even to countries where the content may be illegal. While this is only a minor change, it could impact page owners posting about alcohol or other mature content.
Ads Are Coming
Snapchat CEO, Evan Spiegel, reiterated on October 8th that users would see the first ads on Snapchat very soon. Before you freak out and think Snapchat is ruined, understand that the ads will NOT interrupt normal messages. Instead, the ads will be inserted into parts of what the company calls “Our Story”. For example, beer ads may come up during the Story for Oktoberfest, and users can then choose to watch them or skip them. This is just the beginning, but it could lead to so much more for marketers on this new frontier that is Snapchat.
Thanks for keeping up with A Smorgasbord of Social Media! Check back each week for a fresh batch of updates. Feel free to leave a comment or tweet @Wpromote if you have any questions or comments about any of these updates!