SOCIAL
Snapchat Announces New Ad Partnership with Cameo, Unveils New Snap Originals
This could be a very interesting new addition for advertisers on Snapchat.
Today, as part of its NewFronts presentation, Snap unveiled a new partnership with celebrity video creation platform Cameo, which will enable Snap advertisers to pay Cameo members to create short video ads for their Snap marketing efforts.
Is that ‘Mean Girls’ star Lindsay Lohan talking up Velveeta on Snap? I think it is.
Called the ‘Snap x Cameo Advertiser Program’, the process essentially simplifies celebrity endorsements, with advertisers now able to directly pitch Cameo’s 45,000 celebrities for their ads.
That could be a big deal. Celebrity endorsements have a much higher chance of going viral, and partnering with just the right person for your brand could explode your marketing efforts overnight.
It won’t necessarily be an automatic win every time, and the celebrities will, of course, have the option not to accept any proposal. But again, the right celebrity, paired with the right message, could be big, and the option will undoubtedly attract a lot of interest.
For context, Cameo generated $125 million in revenue last year, underlining the popularity of the format, while Snapchat is now up to 332 million daily active users, eclipsing Twitter, Reddit and Pinterest.
It seems like an option ripe with opportunity – the Snap x Cameo ad program launches this week with initial partners in the US.
In addition to this, Snap is also launching a new ‘Snap Promote’ option, which will enable content partners to promote their Discover shows and other content within the For You feed on the Stories page.
Ad partners can also sponsor shows, or advertise within Discover, so while the main focus here is helping publishers build their audiences in the app, it will also have flow-on benefits for all Snap ad users.
Snap’s also announced a range of new and returning Discover shows, including a new season of ‘Charli vs Dixie’, starring TikTok stars Charli and Dixie D’Amelio, as well as a new series with Olympic legend Simone Biles.
Snap’s original programming continues to be a winner for the app, with Snap reporting that overall daily time spent by Snapchatters watching Shows and publisher content on Discover increased 25% year-over-year in Q1 2022.
Snap also claims that over 80% of the US Gen Z Population watched a Snap Original in 2021. Which seems like a lot – but basically, Snap’s short, episodic Discover content has been a hit with younger audiences, catering to modern viewing habits, and aligning with emerging media consumption behaviors.
The new programs will further reinforce its Discover offering, while the partnership with Cameo has huge potential for the app, and for ad partners.
Worth exploring in your process.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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