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Snapchat Rolls Out More Ads Certification Courses

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Snapchat is adding more courses to its marketer education platform which offers free certifications for different types of direct-response advertising.

A series of courses housed under the umbrella ‘Snap Connect’ allows marketers to learn directly from Snapchat advertising experts.

This is a first for Snapchat, as the company explains in an announcement:

“For the first time, our very own subject-matter experts bring you inside the world of Snapchat to show you how to take your direct-response advertising to the next level.”

Snapchat is currently offering three Snap Connect certifications which are specialized by industry and region.

Marketers can learn how to use Snapchat’s direct-response advertising tools to achieve the following objectives:

  • Drive customers to an e-commerce app or website.
  • Promote an app get more installs.
  • Drive awareness and installs for a mobile game.

Snapchat Rolls Out More Ads Certification Courses

To earn a Snap Connect certification marketers go through a series of video-based modules which offer fresh insights, product solutions, creative best practices, and client success stories.

After watching the videos there’s several knowledge checks to go through followed by a final exam.

The entire process of earning a Snap Connect certification – from watching the first video to passing the final exam – is completely free.

This is in contrast to Facebook’s certification programs, for example, in which the material is free but there’s a charge to take the exam.

Let’s take a look at what’s offered in the certification programs.

Snap Connect Certifications

Each of the three certifications offers separate modules for North American and international marketers.

Here’s an example of the e-commerce module for marketers in North America:

Snapchat Rolls Out More Ads Certification Courses

There’s 4 courses ranging from 4 to 11 minutes in length. So it should take roughly 30 minutes to go through all of them.

Then there’s a 30 minute exam to pass at the end. Snapchat marketers can earn a new certification in around an hour.

All certifications are roughly similar in length and all contain the exact same type of courses.

In each module there’s courses on community insights, advertiser solutions, creative strategy, and success stories.

To view the content and take the exam it’s necessary to have a Snapchat Ads Manager account.

Marketers with an Ads Manager account are also eligible for a certification program launched this summer called Snap Focus.

Snap Focus Certification Program

A certification program launched in June, called Snap Focus, teaches marketers the basics of advertising on Snapchat.

Snap Focus is broader in scope compared to Snap Connect, and the material goes into greater depth on each topic.

Videos range from 9 minute to 33 minutes in length and there’s no final exam. Completing all 6 videos will earn marketers a Snapchat Ads Manger certification.

Snapchat Rolls Out More Ads Certification Courses

Expect more of these types of courses from Snapchat in the future.

Source: Snapchat for Business

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Twitter Removes the Option to Create Moments, Effectively Shutting Down the Feature

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Twitter Removes the Option to Create Moments, Effectively Shutting Down the Feature

In news that won’t have a huge impact, but does hold a level of symbolic relevance, Twitter has today announced that Moments are no more.

Well, sort of. As Twitter notes, you’ll still be able to view Moments created in times past. But the option to create new Moments is going away, which effectively marks the end of the Moments project, which was launched with much fanfare just days after the exit of former Twitter chief Dick Costolo back in 2015.

At that time, Moments were being touted as ‘a brand new way to look at tweets’, with Twitter looking to make the feature a big focus, as a means to help highlight the best of what the platform has to offer, without needing to know your way around the app, or be following the right people.

Moments was a highlight reel of the top stories each day curated by Twitter’s news team. But while the initial response to the option showed some promise, Moments usage, and interest, has steadily declined over time.

In 2017, Twitter backtracked on its dedicated Moments tab, replacing it with Explore instead, a more inclusive discovery surface for top tweet content. The following year, Twitter removed the option to create moments on mobile, which effectively flagged the end of the experiment, at least as a focal point for the app.

But users have still been able to create Moments on desktop, and a number of people still do, which provides a means to create dedicated highlight packages of top tweets, good for summaries of, say, Twitter chats and highly tweeted events.

But still, not many people are using them.

Last March, Twitter also removed the option to embed Moments, due to low usage of the option. And then, amid the recent mass lay-offs following Elon Musk’s takeover at the app, most of Twitter’s curation team was let go. The platform is now honing its focus on things like subscriptions and payments, as part of Musk’s ‘Twitter 2.0’ plan, which has also seen the demise of other elements, like its publisher partnership program for Twitter Blue, its COVID misinformation enforcement, and its podcast audio tab.

And now Moments becomes another casualty of that shift.

Again, from a practical standpoint, the impact will likely be minimal, but it’s another element of the app that will head to the digital graveyard, along with Fleets, Vine, Periscope and other features.

Really, Moments never truly lived up to its promise, but at the same time, it was probably never going to, as reforming the concept of what tweets can be has never actually worked out.

Which is restrictive to a degree, but maybe there’s more than can be gleaned from tweets themselves, and maybe, possibly, Elon Musk is the man to do it.

I mean, the app’s still running, with half the staff gone so maybe there is some method to what seems like madness.

Either way, Moments won’t be part of that future, with the functionality now being removed from the app.

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