Connect with us

SOCIAL

Pro Tips: Snapchat Shares Insights into Key Platform Marketing Approaches, and Trends Generating Results

Published

on

While TikTok may have taken its mantle as the cool kid on the social media block, Snapchat has established itself as a key connection platform for many users, with the app’s privacy focus and content nous helping it carve a niche in the social media landscape, and succeed where many others have fallen short.

Snapchat’s achieving particularly significant success in driving audience engagement, and building a platform that aligns with modern community-building approaches. Users looking for smaller, more private groups, where content won’t necessarily stick around to haunt them, have formed solid bonds in the app, while younger audiences continue to download the app in big numbers, as they seek a space to share more intimate engagement, or catch up on the platform’s growing library of Discover shows.

Indeed, according to Snap, it now reaches 75% of Millennial and Gen Z users, while Snapchat users also spend over 30 minutes per day in the app, on average.

These are impressive figures, and while it may not have the reach of Facebook, it arguably has more resonance, and influence over those engaging via Snap.

Which also presents opportunity, and if you’re looking to tap into Snapchat for your marketing efforts, and boost your brand among younger audiences, then these tips will help. We recently spoke to Luke Kallis, Snap’s VP of US Advertiser Solutions, to get his insights on the latest trends that he’s seeing, as well as examples of how marketers are generating results with the Snapchat audience.

Q: What ad/promotional elements are seeing the best response on Snapchat right now?

See also  Facebook shares rise on strong Q3, users up 2% to 2.45B

LK: Ads on Snapchat perform well across the entire marketing funnel, and Snap offers a broad range of goals, bidding options, and end-results for ad optimization – from awareness and shares to clicks, visits, purchases, and more.

Snap’s advanced measurement, reporting, and optimization capabilities have been a cornerstone of the ads platform, helping marketers optimize campaigns to deliver the best possible results. From Brand marketers looking to raise awareness at the top of the funnel, to performance marketers seeking conversions, advertising on Snapchat is a compelling way to meet any objective.

We also believe that for advertisers of any size, seeking any objective, there is deep, long-term value in reaching our audience of 13-34 year-olds. This audience is passionate and engaged, and many are at the ages when they’re beginning to build brand loyalties as they go through major life milestones.

Our community opens the Snapchat app 30 times a day on average and globally, the Snapchat generation carries over $4.4 trillion in purchasing power. As a whole, these considerations are driving the best results in the app at present.

Snapchat Q2 performance data

Q: What’s the key to an effective marketing strategy on Snapchat?

LK: We find that marketing on Snapchat is most effective when brands leverage multiple ad products tied to a defined advertising goal.

For example, for brands looking to raise brand awareness, a great way to achieve that goal is by combining an AR Lens with Snap Ads, and/or Commercials (video ads). This type of multi-product execution tends to achieve stronger overall results than any individual ad format in isolation.

See also  6 Ways to Use Quora to Boost Your Marketing Efforts

Q: What’s the most common mistake you see brands make with their Snapchat approach?

LK: While AR Lenses are often seen as a great short-term activation to boost brand awareness, some overlook the longer term brand value of AR tools.

Many brands are actually finding success running what we refer to as ‘always-on AR’,  where they keep AR Lens campaigns running beyond a single moment, and these campaigns are seeing really positive results.

We all know that AR stands for ‘Augmented Reality’, but at Snap, we believe it also stands for ‘Additional Reach’ and ‘Accelerated Results’. When added to a Snap Ad campaign, AR reaches an incremental 31% of our audience who are using the camera.

Similar to a Super Bowl commercial, Lenses work well for both splashy, one-off moments, and for driving high-impact lower funnel results when run continuously as part of a brand’s broader Snapchat multi-product advertising strategy.

Snapchat AR ads examples

Q: What’s a good example of a brand that’s achieving strong results with Snapchat marketing?

LK: Driving efficient, impactful results for our brand partners is a key part of Snapchat’s value proposition and we’ve seen many great examples of brands that are driving success on the platform.

A few of those include:

  • Smile Direct Club leveraged our Goal-Based Bidding (GBB) Click optimization for AR, which drove 49% of Snap customer leads in Q2, and was the most effective ad unit at driving traffic for their business compared to other social channels. The success of the Lens ultimately encouraged Smile Direct Club to include AR Lenses as part of their long-term business strategy.
  • DAZN launched a multi-product campaign that utilized AR Lenses, Snap Ads, Story Ads and Commercials, in order to drive awareness for its live sports channels, installs for its app, and subscriptions for its streaming service. DAZN leveraged our new GBB App Install optimization for AR, which not only drove incremental installs, but also reached millions of unique Snapchatters. The overall campaign resulted in lifts in both installs and subscriptions, and drove more Snapchatters to its platform.
  • Booking.com employed a strategy that used Dynamic Ads to reach new customers on Snapchat. By utilizing our Dynamic Ad solution for travel, they were able to pull images directly from their product catalog that displayed relevant and visually appealing destination photos and features. This helped Booking.com unlock an incremental audience within the United States, which resulted in a positive lift in bookings across both their website and their app, and delivered a cost per incremental booking (CPIB) of approximately 36% lower than their goal.
See also  Twitter Posts Steady Increases in Users and Revenue for Q2, with Good Growth in Ad Spend

Q: What would be your top tip for someone starting out with Snapchat marketing?

LK: Our self-serve ad platform makes it incredibly fast and easy to get started advertising on Snapchat. We offer a wide variety of tools to help any size business build compelling, creative ads – even for augmented reality Lenses that all deliver proven business results.

You can learn more about Snapchat’s various ad tools and options here.

Socialmediatoday.com

Continue Reading
Advertisement

SOCIAL

Germany weighs ban on Telegram, tool of conspiracy theorists

Published

on

Germany has seen regular, sometimes violent, protests against Covid-related government restrictions


Germany has seen regular, sometimes violent, protests against Covid-related government restrictions – Copyright AFP Wakil KOHSAR

David COURBET

The German government is considering a ban on encrypted messaging app Telegram after it was repeatedly used as a channel for spreading anti-vaccine conspiracy theories and even death threats.

The app has also played a key role in mobilising turnout at some of the most violent protests in opposition to the German government’s Covid-19 policies since the start of the pandemic.

With parliament due to begin debating compulsory vaccination on Wednesday, authorities fear that the controversial issue could risk firing up another wave of rage.

With this in mind, politicians have set their sights on tighter controls on Telegram.

Interior Minister Nancy Faeser will unveil plans by Easter to require the app to delete messages that contain death threats or hate speech and identify their authors.

If Telegram fails to comply, the government could even ban the service completely.

“We will ensure that those spreading hate are identified and held accountable,” Faeser told the Bundestag lower house of parliament in mid-January.

She also told Die Zeit newspaper that Telegram could be deactivated in Germany if it failed to comply with local laws and “all other options have failed”.

Telegram chat groups, which can include up to 200,000 members, have been used by some anti-vaccine protesters to share false information and to encourage violence against politicians.

In December, German police seized weapons during raids in the eastern city of Dresden after a Telegram group was used to share death threats against a regional leader.

See also  Twitter hides Trump tweet attacking Supreme Court’s decision on Pennsylvania ballots

The same month, Telegram was used to mobilise a group of coronavirus-sceptics to mass outside the house of Petra Koepping, the health minister of Saxony state, armed with flaming torches.

A message viewed by 25,000 people had called for people opposing Covid restrictions to share private addresses of German “local MPs, politicians and other personalities” who they believed were “seeking to destroy” them through pandemic curbs.

– New avenues –

At the height of a refugee crisis that erupted in 2015, online social networking tools Facebook and Twitter fell foul of the authorities as they were seized by the far-right to spread virulent anti-immigrant content.

In 2017, Germany passed a controversial law that requires the social network giants to remove illegal content and report it to the police.

Facebook said in September it had deleted accounts, pages and groups linked to the “Querdenker” (Lateral Thinkers), a movement that has emerged as the loudest voice against the German government’s coronavirus curbs.

But that pushed opposing voices to other platforms, with Telegram emerging as the app of choice.

“Since the big platforms like Facebook no longer allow racist, anti-Semitic hate and far-right content like Holocaust denial, people who want to spread this are looking for new avenues,” Simone Rafael, digital manager for the Amadeu Antonio anti-racism foundation, told AFP.

“Currently, the most popular one in Germany is Telegram,” Rafael said.

While Facebook has an interest in maintaining a presence in Germany and has gradually submitted to national legislation, this is not the case with Telegram, the expert said.

See also  Instagram Launches 'Thank You Hour' Sticker and Story to Share Appreciation During COVID-19 Pandemic

“Telegram is not cooperating with the judicial or security authorities, even on indisputably punishable and reprehensible matters such as child pornography,” a behaviour that “deprives the state of any capacity for action”, Rafael said.

With Telegram not budging, German federal police are even planning to start flooding the company with requests for content deletion to push it into action, reported Die Welt daily.

– ‘Very bad signal’ –

One option for the government could be to require Google or Apple to remove Telegram from their app stores. However, this would not affect users who have already downloaded the app.

For Rafael, the only solution is to ban the app completely.

That would make Germany the first Western country to outlaw Telegram, created in 2013 by Russian brothers Nikolai and Pavel Durov, two opponents of Russian President Vladimir Putin who sought to avoid surveillance by their country’s secret services.

The company is currently headquartered in Dubai, with its parent group in British Virgin Islands.

Telegram is already banned or heavily regulated in China, India and Russia.

But a move against the app could also spark further dissent in Germany.

Such a drastic step would “send a very bad signal”, according to digital journalist Markus Reuter.

“On the one hand we are celebrating Telegram’s lack of censorship and its importance for democratic movements in Belarus and Iran, and on the other, we are then disabling the service here” in Germany, he said.



Source link

Continue Reading

SOCIAL

Meta Looks to Sell Off its Diem Cryptocurrency Project Due to Ongoing Challenges and Restrictions

Published

on

Meta Looks to Sell Off its Diem Cryptocurrency Project Due to Ongoing Challenges and Restrictions


After three years of development, and a raft of changes to its name, scope, leadership and purpose, it seems like Meta’s trouble cryptocurrency project may soon come to an end.

According to reports, Meta’s looking to pull the pin on its Diem/Novi crypto project, with company representatives seeking expressions of interest on its sale.

As reported by Bloomberg:

The Diem Association, a cryptocurrency initiative once known as Libra backed by Meta Platforms Inc., is weighing a sale of its assets as a way to return capital to its investor members, according to people familiar with the matter. Diem is in discussions with investment bankers about how best to sell its intellectual property and find a new home for the engineers who developed the technology, cashing out whatever value remains in its once-ambitious Diem coin venture, said the people, asking not to be identified because the discussions aren’t public.”

That would be a significant step back for Meta, which launched its original Libra crypto project to much fanfare in 2019, with former PayPal chief David Marcus at the helm of the initiative.

But the project saw strong resistance from the start.

Maybe it’s because it was coming from Meta (then Facebook), or maybe it was due to widespread distrust of crypto projects, but many regions came straight out and said that they would not support the company creating its own currency. The public backlash saw many of the initial big-name backers pull out, including Visa, Mastercard and PayPal, all key names which had leant credibility to the initial concept.

That, already, put the entire experiment in limbo, because without the support of major financial institutions, Meta’s options for the project were limited. It seemed, then, that the project would likely fade away, but then in May 2020, Meta announced that it was changing the name of its crypto wallet from Calibra to Novi.

See also  6 Ways Brands Can Leverage UGC for Black Friday Promotions

In October last year, after a long period of no news, then Novi chief David Marcus announced the next major step forward for the project, with the launch of a pilot of its Novi digital wallet in the US and Guatemala, enabling users to send and receive money between the two regions.

Novi

That was the first concrete steps we’d seen in making the project a workable reality, but still, many regions are still very skeptical of cryptocurrency, and with India, in particular, moving to ban cryptocurrencies outright, the value of the project was also lessened, potentially to the point where it’s now no longer viable in broader terms.

India, it’s worth noting, is where Meta sees the most potential for money transfers and eCommerce, as it looks to cement its apps as key connective tools in the emerging market.

Shortly after the launch of the Novi payments pilot, David Marcus left the project, and maybe that was the final flag, the signal that it was just never going to make it.

Which now leads to these new reports, that Meta’s looking to sell it off – though it is worth noting that the reports suggest that Meta is looking to get out of the Diem Association, the parent group overseeing the project, with no mention of the Novi payment project specifically.

I would assume that they are intrinsically tied together, but maybe there’s a way for Meta to continue to support and develop its Novi payments option independently, though that does seem like a stretch.

So what would a sale of Diem, and the failure of Meta’s crypto push, mean for crypto more broadly?

See also  Snapchat Shares Top AR Campaigns of 2020

I mean, resistance is steadily growing for cryptocurrencies in general, with more regions now moving to cut them off completely, including Russia, China and Indonesia in recent months. A report published the Library Law of Congress late last year showed that the number of countries and jurisdictions that have either banned or restricted cryptocurrencies has more than doubled since 2018, due to concerns around scam activity, market price fluctuations, and environmental impacts as a result of crypto ‘mining’.

Yet, at the same time, many western nations are seeing a boom in sales of crypto-aligned projects like NFTs, and with Web3 advocates essentially tying the growing tech movement into crypto development, it is actually gaining momentum in some circles, despite concurrently rising concerns.

But as noted, western markets are not where Meta saw the most potential value in its crypto project. Meta’s real aim has been to build native, in-stream payments into its apps, in order to further embed their use into developing markets, like India and Indonesia. Both of these regions see high remittance activity, with people transferring money back to family, and Meta originally saw Diem as a vehicle for removing fees from such exchanges, which would then get more people moving their money through Facebook and WhatsApp.

And once they’re already shifting their money around in its apps, that would make it much easier for Meta to parlay that behavior into eCommerce, expanding utility, and importance, for the millions of people in these markets.

But it does seem like that’s not to be – and given that, it makes sense for Meta to move on.

See also  Instagram Is Testing a New Option to Re-Share Live Videos to IGTV

Though it’s not a great endorsement for the potential of crypto, in a broader sense. If Meta, with all of its resources and influence, can’t find a real use case for crypto, does that suggest that its potential value is not as high as some advocates think?

That might be a stretch, but as more regions move to ban crypto projects, and more big players step away from the sector, it does seem like the challenges are rising, which could, eventually, put the brakes on the entire crypto movement.    





Source link

Continue Reading

SOCIAL

China restricts activists’ social media ahead of Olympics

Published

on

Multiple Chinese activists have seen their WeChat accounts restricted or disabled entirely in the lead-up to the Winter Olympics in Beijing


Multiple Chinese activists have seen their WeChat accounts restricted or disabled entirely in the lead-up to the Winter Olympics in Beijing – Copyright AFP Kirill KUDRYAVTSEV

Laurie CHEN

Human rights activists and some academics in China have had their WeChat messaging app accounts restricted in recent weeks, multiple people affected have told AFP, as Beijing cracks down on dissent before the Winter Olympics.

China hopes to make next week’s Games a soft power triumph, although the lead-up has seen some Western powers launch a diplomatic boycott over Beijing’s rights record and cybersecurity firms warn athletes of digital surveillance risks.

For China’s ever-dwindling community of activists, the imminent arrival of the world’s best athletes has triggered a familiar clampdown.

Eight individuals told AFP that their WeChat accounts had been restricted in some form since early December, with some unable to use their accounts entirely and forced to re-register.

The restrictions came as authorities detained two prominent human rights activists, lawyer Xie Feng and writer Yang Maodong, while a third rights lawyer missing since early December is believed by relatives to be in secret detention.

“This storm of shuttering WeChat accounts is too strong and unprecedented,” said veteran journalist Gao Yu, whose account had features like group chat messaging permanently disabled for the first time on December 20.

China routinely suppresses the social media accounts and physical movements of dissidents during politically sensitive periods such as Communist Party gatherings in Beijing or key anniversaries like the 1989 Tiananmen crackdown.

A major Party Congress will take place towards the end of this year when President Xi Jinping, China’s most authoritarian leader in a generation, is expected to further cement his rule with a third term.

See also  Instagram Is Testing a New Option to Re-Share Live Videos to IGTV

The arrival of the Winter Olympics has presaged a clampdown similar to those surrounding other major events.

“The government now wants to make sure that people don’t cross the line online to poke the facade of a perfect Winter Olympic Games,” said Yaqiu Wang, senior China researcher at Human Rights Watch.

– Ubiquitous app –

Tencent’s app WeChat is a mainstay of daily life in China, with users relying on it for a range of services including payments and scanning health codes that permit entry to public venues.

“I know many people who’ve been banned from posting in group chats or posting WeChat Moments lately,” a Beijing lawyer whose account was restricted last month said on condition of anonymity.

Beijing-based writer Zhang Yihe said her WeChat group chat and Moments functions — similar to Facebook’s Wall or Instagram Stories — were restricted on January 8.

Tsinghua University sociology professor Guo Yuhua confirmed her account was permanently blocked the same day, while prominent legal scholar He Weifang said he encountered the same on January 9.

“Isn’t this equal to removing an individual from a public space?” said Zhang, adding she can now only send WeChat messages to individual users.

“Before and during the Olympics is a major sensitive period,” added a Beijing-based activist whose account was restricted twice in the past two months.

Tencent, the owner of WeChat, did not respond to a request for comment.

– Offline crackdown –

In recent weeks, Chinese police have detained two prominent rights activists on suspicion of “inciting state subversion”, according to official notices shared with AFP.

See also  Trump shared a deceptive video blaming ‘fake news.’ Twitter just labeled it as fake

One of them, Yang Maodong, was unable to reunite with his wife in the United States before her death in early January.

Relatives of Tang Jitian, a human rights lawyer who vanished last month en route to an EU Human Rights Day event in Beijing, told AFP they believe he is being held under a form of secret detention commonly used against dissidents, possibly in his home province of Jilin.

“We don’t know where he is. I’ve reported him missing to the police but with no result,” said a relative who did not wish to be identified for fear of reprisal.

“They said it doesn’t meet the requirements for filing a (missing persons) case and that he had scanned the Jilin province health code.”

People arrested for national security offences in China can disappear for months at a time into incommunicado detention before authorities charge them or reveal their fate.

Both Jilin and Beijing’s public security bureaus did not respond to requests for comment.

The International Olympic Committee said in an emailed response that it “has neither the mandate nor the capability to change the laws or the political system of a sovereign country”, adding that it “must remain neutral on all global political issues”.

Beijing Games organisers told AFP they “oppose the politicisation of sports” and were “not aware of these matters”.

Meanwhile, those still free lament mounting restrictions on speech under the current political climate.

“The space for public discourse is getting smaller and smaller,” said He.



Source link

Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending