YouTube is the Vegas casino of social content platforms. Brand communicators are constantly told that video reigns supreme—no one reads anymore and still images are so 20th century. So they pour resources into videos, and post them to their YouTube channels and wait for the returns. And wait.
Snapchat is a great way to reach audiences in a consumable fashion. But if you’re just going to regurgitate the same content you use on television and other media platforms you’re going to struggle.
Early in its development, Snapchat was barely a thorn in Facebook’s side, dismissed by big brands as too frivolous ever to be used as a serious marketing tool. How the tables have turned: With even The Times admitting Snapchat’s viability as an advertising publisher, Snapchat’s status has moved it into direct competition with the preeminent social media giant. Here’s what the PR News community is saying about Instagram’s Snapchatesque update.
If you or your brand has been wary of jumping on the Snapchat bandwagon, Instagram is rolling out its own take on social evanescence in the next few weeks that’s likely to be a much more brand friendly way to use disappearing content. Facebook’s photo-heavy app announced that it’s launching a new Snapchat-esque feature called “Stories.” The company hopes the move will encourage users to post more of their everyday moments to the platform, whereas only the best, most visually stunning parts of life made it onto Instagram in the past.
Snapchat usage statistics are tempting for even the most risk-averse brand communicator. But can a brand communicator measure her success on Snapchat? The lack of a good answer to that question may be keeping many brands away from the app. Leslie Douglas, senior social media manager for PwC, has faced this tough question head-on as she has led her intrepid company onto Snapchat.
Chalk up the lack of media buzz around Instagram to the vagaries of our what-have-you-done-for-me-lately digital media world.
The tit-for-tat between social brands continues, with the battlefield moving to live streaming. For a time pundits enjoyed contrasting Facebook’s financials with those of Twitter. No more. Due to Facebook’s historic financial prowess, it’s no longer a fair fight. At least with live video, it’s still a contest. In July, CNBC International signed an agreement with Face- book to put its morning show Street Signs on Facebook Live for a trial following the Brexit vote. Meanwhile Twitter tapped Bloomberg Media, which will live stream several of its shows on the bird platform, including election monitor With All Due Respect. July 20 Twitter said it hooked the NBA to live stream a pair of new, weekly pre-game shows on the platform. This adds to Twitter’s sports stable: it signed the NFL ear- lier this year to live stream Thursday Night Football games. Twitter also live streamed Wimbledon in July. Facebook returned serve: it signed a bevy of people who made their reps on Vine and YouTube to create video for Facebook Live. That’s in addition to media companies like BuzzFeed and The NY Times, announced earlier (PRN, June 27). From July 25-July 28 Twitter carried live coverage from CBSN of the Democrats’ convention from Philadelphia.
Beleaguered, embattled PR pros have been trying hard to keep up with all the updates from Facebook, Instagram, Snapchat, Twitter, YouTube and more, but it may be time to monitor another blip on the radar: Tumblr. On July 26, the microblogging/social networking platform announced it would introduce ads “so that later this year people can start making money from their blogs.”
In case you hadn’t realized, video is no longer a fad. It has become a fait accompli. As we’ve seen in this series, which has examined Shareablee data made available exclusively to PR News, consumer engagement with U.S. brands—B2C and B2B—on social media in Q1 2016 has grown year over year. Tremendous increases in consumer engagement with video posts have powered the bulk of the growth. Consumer engagement, or actions, is defined as the sum of retweets and likes. The same pattern seen with B2C and B2B ( PRN, July 11) holds true for nonprofits, the subject of this week’s Data Dive. In Q1 2016, U.S. nonprofits generated 5.3 million actions on Twitter, a 49% improvement compared with the same time last year. A 125% increase in engagement with video content on the platform was responsible for the growth. Actions rose 49%, from 3.56 million to 5.3 million.
There are myriad lessons for communicators related to transparency, monitoring the social conversation and when and whom to engage from two recent news items. The first item has the Republican Party being forced to shut down its live chat on YouTube July 18. The party had urged viewers to chat while it streamed its convention live on YouTube. The reason for the shut-down were anti-Semitic comments posted on the live chat as former Hawaii governor Linda Lingle was addressing the convention. The other involves the nasty messages sent via social to actor/comedian Leslie Jones, a co-star of Ghostbusters.