SOCIAL
Twitter Rolls Out ‘Branded Likes’ to Advertisers in the US, UK, Saudi Arabia and Japan
After previewing the option last week at its annual Cannes Lions event, Twitter is now rolling out Branded Likes to more businesses, with managed advertisers in the US, UK, Saudi Arabia, and Japan now able to access the interactive, engaging tweet option.
???? We’re launching #BrandedLikes, a feature that lets advertisers customize Twitter’s Like button animation for 24 hours.
Branded Likes will appear on any organic or promoted Tweets that contain the advertiser-selected hashtags after an individual has liked that Tweet. pic.twitter.com/mBRRTWtAru
— Twitter Business (@TwitterBusiness) June 30, 2022
As you can see in these examples, Branded Likes provides the capacity to create custom Like animations on selected tweets, helping to boost engagement and awareness through a simple interactive enhancement.
As explained by Twitter:
“Some moments deserve special attention: a movie or series premiere, a big conference, a new product release, or even a global sports event. For big moments like these when you want to launch something new, drive awareness of your brand, or amplify conversation, we’re building bold, creative ways to stand out on the timeline.”
It’s definitely a stand out offering, which could spark a lot of interest – though it’s likely also beyond the reach of most brands, given the cost and scale involved.
Branded Likes are being built into Twitter’s Timeline Takeover ad offering, which ensures a brand’s ad is the first ad to appear when someone opens Twitter for the first time that day.
Branded Likes will be attached to the Takeover ad, with advertisers then able to select a hashtag (and up to 10 translations of that tag) for their Branded Like animation.
“We work with creative partners including Bare Tree Media for activations running in the United States, United Kingdom, and Saudi Arabia, and Carbon for Japan, to create custom artwork for the campaign.”
Branded Likes will then appear for up to 24 hours in the same geography as the brand’s Timeline Takeover, making it a fun, responsive option in the moment to help maximize awareness and reach.
But as noted, it’ll cost ya. Twitter hasn’t provided a specific price range for Timeline Takeover ads, but Promoted Trends, which are somewhat similar, cost around $200k per day, while Twitter was also once charging $1 million for branded emoji hashtags around the Super Bowl. That’s obviously at the highest end of Twitter’s ad costs, but in considering the various elements – including creating the animation and tying into the Takeover push – these prices would provide some scope for the amount you’ll need to pay for these types of activations.
So maybe, not ideal for promoting your upcoming sales promotion, but more for major launches and releases.
But even so, it’s an interesting option, which will provide more variety within the tweet stream.
If you’re interested in checking out what they look like, Twitter had provided this example tweet (tap the Like heart on a mobile device).
Whether you’re launching something new, driving awareness of your brand, or looking to amplify conversation, #BrandedLikes bring attention to moments that matter most to your brand.
Want to see how it works? ❤️ this Tweet for a surprise! pic.twitter.com/oRIGuUbWqJ
— Twitter Business (@TwitterBusiness) June 30, 2022
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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