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Snapchat Shares New User Data on the Growing Excitement Around the Re-Opening of Movie Cinemas

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With the vaccine roll-out now well underway, and in-person events gradually returning, Snapchat has today released some new data insights on the key social activity that Snapchatters are looking forward to the most in a post-pandemic environment – heading to the movies.

Snapchat movies data

With cinemas opening back up, and some big blockbuster films now back on the schedule, Snapchat’s looking to highlight its platform as a key promotional tool for movie studios and related brands. That could provide new tie-in opportunities for a wide range of campaigns, aligning with the broader shift towards a return to social gatherings.

Which has its own, broader implications for the economy, and society at large. We’re not fully there just yet, but with millions of Americans now fully vaccinated, and many more nations following their own plans, we are getting closer to that next stage.

According to Snapchat, the pandemic closures have only increased Snapchatters’ enthusiasm for the cinema, with 81% indicating that they’ll watch movies in theaters “as much or more often” than before the pandemic, as soon as they’re able. 

Snapchat movies data

Snapchatters are also 1.7x more likely to see a movie on premiere weekend compared to non-users, making them a prime audience for driving opening-weekend box-office sales. Snapchat also notes that its range of AR tools and other promotional offerings also make it an ideal vehicle for movie campaigns and related engagement opportunities.

Snapchat’s also a great platform to build hype, with 36% of users hearing about an upcoming film a month or more ahead of its release.

Snapchat movies data

Given the app’s engagement levels, and its focus on connecting close friends, that can present significant opportunity for promotions, with the longer lead-time allowing for word-of-mouth awareness, helping to fuel hype, which can, again, be further enhanced with related tie-in campaigns and interactive AR features.

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It’s very interesting, and exciting, to consider a return to in-person events, and movies are really just the beginning, with a range of related tie-in opportunities now on the horizon as the vaccine roll-out continues to take effect.

So even if you’re not promoting the latest movie, there are opportunities related to that enthusiasm which could make Snapchat a great platform for your efforts, especially if you’re looking to reach younger, media-savvy audiences. 

What’s more, Snapchat users can now also book movie tickets in the app, via Snap’s integration with Atom Tickets.

Atom Tickets Snapchat

It’s interesting to consider the various, expanding options on this front, and the broader impacts the vaccine roll-out will have. 

The next stage is coming, and it’s worth contemplating what that will mean for your promotional efforts.

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Twitter Adds New Spaces Recording and Management Tools as it Continues to Focus on Audio Options

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Twitter Adds New Spaces Recording and Management Tools as it Continues to Focus on Audio Options

I remain unconvinced that Twitter Spaces will ever become a thing, but Twitter itself seems certain that there’s major growth potential there, as evidenced by its continued push to add more elements to its Spaces offering, in order to lure more listeners across to its Spaces tab, and maximize listenership within its audio broadcasts.

This week, Twitter has rolled out another set of Spaces updates, including permanent recordings (as opposed to them deleting after 30 days), the capacity to save recordings after broadcast, and new details within the Spaces bar at the top of the app.

First off, on permanent recordings – after initially launching its Spaces recording feature to all users back in January, Twitter is now extending the life of those recordings beyond the initial 30 day period.

That’ll provide more capacity to attract listeners over the longer term, and keep your conversations alive in the app.

In addition to this, Twitter’s also adding a new listing of your recorded Spaces within your app settings menu, where you’ll be able to play each session back, delete those that you don’t want to keep, or share a recording direct from the list.

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That’ll enhance the functional value of Spaces chats, making them more podcast-like, and more of a vehicle for ongoing promotion and audience building – though it does seem to also maybe go against what made audio platforms like Clubhouse so attractive to begin with, in that they were live, in-the-moment chats that you had to be there to catch.

But podcasts is clearly more of the angle that Twitter’s now going for, based on these example screens of another new test in the back end of the app.

Twitter Spaces Stations test

As you can see in these images (shared by app researcher Alessandro Paluzzi), Twitter’s also developing ‘Stations’ within the Spaces tab, which would incorporate podcasts into its audio stream, providing even more options for tuning into on-demand audio content within the app.

That could make Spaces recordings even more valuable, and potentially help Spaces broadcasters translate their work into a monetizable podcast process – but do Twitter users really want to tune into podcasts from the app? I mean, we have Spoitify and Apple Podcasts and various other options available.

Could Twitter really become a key hub for audio content like this?

In some ways, it seems unnecessary, but then again, the real-time nature of tweets lends itself to topical discussion, and that could make it a good hub for all of these types of discussions and content, including Spaces, Spaces recordings, podcasts, etc.

And again, that would better facilitate connection between Spaces and recorded audio. It just depends on whether Twitter users will actually come to rely on the app for their latest podcast content.

On another front, Twitter will now also enable iOS users to record a Space when the broadcast is over, even if they didn’t hit ‘Record’ during the session.

Twitter Spaces recordings

Which also means that the ‘REC’ marker would not have been present during the session, alerting participants to the fact that this was being recorded, which could be problematic for some contributors.

In some ways, it seems like Twitter didn’t offer these options initially because it thought that it wouldn’t be able to facilitate the data storage required to keep all of the many recordings in its data banks, but now, with so few people broadcasting, it’s maybe found that this won’t actually be a problem.

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A sort of ‘glass half full’ element, I guess.

Finally, Twitter’s also adding new details into the Spaces bar on Android, including additional, scrolling insights into who’s hosting, the topics being discussed, who’s shared a Tweet in the chat and more.

Twitter Spaces info

That could entice more users into the session – or at the least, bring even more attention to the Spaces bar at the top of the app by providing more, bigger info.

Though again, I don’t know. It doesn’t seem like Spaces is really catching on, going on the participant numbers in the Spaces stream. And while the addition of podcasts could be interesting, I don’t see Twitter becoming a key app for audio content, especially as the Clubhouse-led audio trend continues to die down.

But maybe the engagement numbers are better than it seems. I mean, you’d have to assume that they are, given Twitter’s ongoing investment in the functionality – through Twitter CEO Parag Agrawal did note last month, that the company had not hit intermediate milestones on its growth plans, based on its investment in new functionalities like Spaces, Communities and Twitter Blue.

Twitter hasn’t shared specific data, so maybe there’s more to it, and that’s why it’s so keen to push ahead with more Spaces tools. But either way, it’s giving it its best opportunity to succeed, and it’s seemingly not done yet with its Spaces development.

Will that, eventually, result in Spaces becoming a thing? Only time will tell.



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