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Facebook Announces New Publisher Partnerships to Bring More Content to Messenger’s ‘Watch Together’ Feature

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With people looking for new ways to connect amid the COVID-19 lockdowns, Facebook recently announced a new ‘Watch Together’ feature for Messenger, which enables Messenger users to host video watch parties, via video call or Messenger Rooms, with up to 50 friends at a time within the app.

Facebook Watch Together

As you can see in this sequence, with ‘Watch Together’, users can simply choose from a selection of video content, then broadcast that show or movie direct to all participants, providing another way to engage while physically separated.

And now, Facebook’s adding a lot more content to it’s Watch Together listings, by establishing new deals with distribution giants Lionsgate, Sony Pictures Entertainment, and Warner Bros., in order to provide movies, TV shows and more within your Watch Together options.

As explained by Facebook:

“Now people can tune in together, even if they’re not, and check out features like Fruitvale Station, Hairspray, and Reservoir Dogs, just to name a few, with hits like Madea’s Family Reunion, and Karate Kid coming soon. Or, maybe binge watch a season of Community or Dawson’s Creek with your besties. And with Halloween coming up, get into the spooky spirit with selections like The Blair Witch Project, The Descent or The Grudge 2.”

That could provide a big boost for the option. Facebook hasn’t provided specific details on the new content arrangements, but you would expect that Facebook has a system in place to pay these providers, in order to provide this content via Watch Together. That could help to boost overall viewership, which will then enable Facebook to promote its own, exclusive Facebook Watch content within the same streams, and further boost awareness of its video offerings.

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Despite Watch seemingly not making a huge impact in the digital video stakes, Facebook says that more than 1.25 billion people visit Watch every month, and it recently outlined a range of new, exclusive shows that will soon be made available on Watch to further boost that engagement.

Watch Together provides another avenue to promote these programs – and with more than 150 million video calls now being conducted via Messenger every day, as people look to stay connected as best they can across the world, it makes sense for Facebook to try out new ways to maximize that engagement, and align with user interests.

And from a business perspective, that’s also worth considering. You could create content designed to be watched in a group, like an exercise session or baking instructional, which you could promote as a Watch Together experience. These new content additions will likely help to further boost the option, and it could be another element to keep on your radar as you map out our next strategic steps.   

Socialmediatoday.com

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement

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TikTok Partners with Zefr to Offer Increased Assurance on Safe Ad Placement


TikTok has partnered with brand suitability platform Zefr on a new brand safety post-bid measurement solution for in-feed ads, which will enable advertisers to ensure that their TikTok promotions don’t appear alongside potentially offensive material.

As you can see here, using Zefr’s dashboard, which provides insights into each campaign by mapping it against the Global Alliance for Responsible Media (GARM) Suitability Risk categories, advertisers will now be able to ensure that their TikTok ads are not shown next to content that they don’t want to be associated with.

As explained by TikTok:

“This solution will provide advertisers with campaign insights into brand safety and brand suitability for their TikTok campaigns. These insights provide clients with third-party impartial reassurance that their investment is delivered next to content suitable for their brand, protecting brand reputation and mitigating risk.”

Zefr’s advanced ‘Cognition AI’ process utilizes audio, text, and frame-by-frame video analysis, along with scaled human review, to determine brand safety, and provide full assurance on potential ad placement.

With TikTok’s challenges and posts sometimes veering into dangerous territory, the option will help to reassure brands that their campaigns won’t end up being associated with potential harm, which could help TikTok secure even more ad spend.

Though it could be difficult to 100% guarantee success here. For example, the recent ‘Milk Crate Challenge’ on TikTok started off innocently enough, but eventually lead to increasingly risky and dangerous behaviors, which resulted in serious injuries to some participants. Other TikTok challenges could follow a similar evolution – though the additional assurance of Zefr’s systems will ideally help to catch these out before they become a potential brand risk, or at the least, as soon as they’re identified as a problem.

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It’s a good integration, and another key step in TikTok’s broader expansion of its ad tools.

The new TikTok Zefr integration is available to advertisers in the US, Canada, the UK, France, Germany, Italy, Poland and Spain.



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How to Elevate Your Social Media ROI [Infographic]

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How to Elevate Your Social Media ROI [Infographic]

Looking for ways to improve your social media marketing efforts in 2022?

As we head into the new year, it’s worth revising your business goals, and establishing a clear direction for your digital marketing process. Maybe you’re happy with the growth and interaction you’re seeing, and how that’s then leading to conversion, but over the past two years, in particular, there’s no doubt been some level of disruption to your marketing plans.

With that in mind, this infographic from the team at Click Dimensions could help. They’ve put together a simple overview of how to establish your social media marketing goals, including which metrics to focus on, how to increase engagement, and the importance of adapting as things progress.

It could help to spark some new thinking in your approach – check out the full infographic below.

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5 Essential Pinterest Metrics to Track [Infographic]

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5 Essential Pinterest Metrics to Track [Infographic]

Will Pinterest be part of your digital marketing approach in 2022?

More brands are now considering it, with Pinterest now up to 444 million active users, and becoming a key eCommerce hub for many amid the pandemic. Pinterest is also seeing an increase in male usage, expanding its target demographics, while its evolving shopping options, including AR displays and virtual try-on tools, are helping to advance the app’s utility, and make it a more essential companion for many consumers.

At the least, it may be worth checking in and seeing what brands in your niche are doing in the app.

And if you are looking to improve your Pin presence, then you need to be tracking the right metrics –which is where this new infographic listing from Giraffe Social Media comes in.

The graphic below outlines the key Pinterest metrics you need to track, in order to measure and improve your Pin performance. Worth noting in your approach.

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