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Snap Adds New Snapchat+ Elements for the Holidays

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Snap Adds New Snapchat+ Elements for the Holidays

Snapchat has announced some new Snapchat+ additions for the holidays, with the program’s 1.5 million subscribers now able to access three new options in the app.

First up, S+ subscribers will now be able to customize their Camera buttons, including the camera icon, in-app function displays, and more.

Functionally, it means nothing, but it gives you more ways to make your Snapchat experience more your own – which, really, is the key value proposition of the whole Snapchat+ program, via alternative app icons,  custom notification sounds, variable color options, etc.

I mean, there are also functional elements, like custom Story expiration times and the capacity to manage how your contacts are displayed. But really, the allure of Snapchat+ is that it works to provide more ways for users to make Snapchat more their own – which, again, has already seen 1.5 million users sign up.

Snapchat+ users will also now be able to apply custom backgrounds to their chats in the app.

Snapchat Plus

While Snap’s also enabling users to gift an S+ subscription for Christmas, which could be a simple means to increase take-up.

Snapchat Plus

It’s difficult to imagine a world where subscription options become a major revenue driver for social apps, largely because we’ve gotten used to the fact that these platforms are available for free, with ads being the price that you pay for access.

Meta has said that its apps will always be available for free, as it gleans more value from mass adoption than it could through access payments, which has  been the pervading view for all social apps over time. Former Twitter CEO Jack Dorsey had also pledged that a version of Twitter would also be freely available, as part of its business model.

New Twitter owner Elon Musk has sought to push that, with his plans for Twitter Blue subscriptions, but we’re yet to see how many people will actually decide to sign on, and pay $8 per month to access the app.

As with Snapchat+, and the previous iteration of Twitter Blue, history would suggest that only a fraction of users will actually pay, and if that is the case, then it still seems unlikely that subscription programs will become a major thing.

But as a secondary element for power users, they’re also worthy of experiment – and maybe, if the platforms can add in a couple of significantly beneficial elements, maybe they can become more valuable considerations over time.

On that front, Snap is also considering a Story Boost’ element, which would seemingly amplify subscriber Stories to more viewers.   

Snapchat Story Boost

Would that be worth the $3.99 per month for S+?

Either way, Snap’s bringing in close to $6 million p.a. from the program right now. Again, likely worth the experiment.

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

YouTube has added a new time targeting element to its Masthead Ads, which will enable brands to display their promotions in key times leading up to key events.

As explained by YouTube:

In a time of multiple screens and countless ways to stay entertained, it can be challenging to get your audience’s attention. But even with so much content available at any time, people are drawn to moments they can experience together: a new movie release, a big game, a product launch, a holiday. And these are key opportunities to connect with a brand. Marketers, you know this well: you center advertising campaigns around the tentpole moments most likely to inspire your audience, shift perceptions or influence a purchase decision.”

YouTube’s Cost-Per-Hour Masthead enables brands to own the most prominent placement in the app during the hour(s) leading up to, during or after priority moments.

For example:

“[During the recent World Cup], McDonald’s Brazil turned to the YouTube Cost-Per-Hour Masthead. Their strategy was savvy: reach anyone in Brazil who was watching YouTube an hour before the Brazil vs. Cameroon match and remind them to pick up McDonald’s before the game started. This perfectly timed execution delivered tens of millions of impressions at the very moment fans were preparing for the match.

It could be a good way to hook into key moments, and build momentum for your campaigns, while also establishing association with key events and subjects.

“Just a few weeks ago, Xiaomi, the leading smartphone manufacturer in India, prepared to launch their highly anticipated Redmi Note 12 series via YouTube livestream. To drive viewership, Xiaomi ran the Cost-Per-Hour Masthead during the event. Not only did this activation drive scaled awareness, it led to over 90,000 concurrent livestream views. The Redmi Note 12 went on to generate a record number of first-week sales, making it one of their most successful launches to date.

It’s an expansive, but potentially significant targeting option, which could hold appeal for big brands looking to make a big splash around major events and releases.

You can learn more about YouTube’s Cost-Per-Hour Masthead process here.

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

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'Astonishing' New Cognitive Research Shows Gaining Knowledge, Learning New Skills, and Achieving Mastery Comes Down to the Rule of 7

While talent matters, the good news is we all learn at basically the same rate–and can “learn anything we want.” Think you don’t have the talent for entrepreneurship? For leadership? For programming, for design… for whatever pursuit you may want to, um, pursue? According to HubSpot co-founder …

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Are you a small business owner or marketing manager, just getting started on building your social media strategy? Need to learn the basics before launching your first social media campaign?

In this infographic, Sprout Social shares social media tips broken down as follows:

  • Who uses social media?
  • What does social media do for you?
  • Define your goals
  • Targeting your audience
  • Choosing a platform
  • Social media metrics

Check out the infographic below to learn more.

How to Successfully Use Social Media: A Small Business Guide for Beginners

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