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How Social Platforms are Celebrating Super Bowl LVI

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How Social Platforms are Celebrating Super Bowl LVI

In preparation for Super Bowl LVI, which is being played this Sunday, all of the major social platforms are rolling out new tools and insights to help both fans and brands engage with the event.

The Super Bowl has become a major focus for brands on social, with trending tie-ins providing the opportunity to reach large, engaged audiences. While for users, people are always looking for ways to take part in the event, even when they can’t physically be present – which has been especially true over the last couple of years amid varying COVID-19 restrictions.

Here’s a look at what each platform has in place for Super Bowl LVI, and how you can participate via your platform of choice.

Meta

Meta’s main Super Bowl focus this year will be themed digital clothing for its recently updated 3D avatars, which can now be used across Facebook, Messenger and Instagram Stories.

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After dressing up your avatar for the occasion, you can then share images of your digital caricature via various stickers and animated applications across Meta’s apps, with the new, interoperable avatars better enabling you to create a singular digital identity for various uses.

In this way, the Super Bowl serves as a showcase for these new avatar tools, which Meta’s looking to develop as a new way for users to express themselves, both now, and in the next phase of digital connection. If Meta can embed its 3D avatars as key representations of people in the digital space, that could help it better link users into its next-level experiences, and keep them aligned to its platforms for that process.

And for an extra metaverse-aligned kick, Meta will also host a free concert by the Foo Fighters immediately after the big game, which will be streamed on Facebook and Instagram, while it will also be broadcast in Horizon Venues in VR, a sort of preview of the next stage of digital concert experiences.

Twitter

As is par for the course for most major events, Twitter has implemented hashflags – or emoji linked to hashtags – for the two teams, as well as for #SBLVI.

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Twitter’s also sharing selected Super Bowl tweets from users direct to the rooftop LED screen on SoFi Stadium.

And lastly, Twitter will also once again be running its ‘Brand Bowl’ event, which awards the most talked about Super Bowl brand campaigns, in a range of categories, based on tweet activity.

Twitter Brand Bowl 2022

That can provide some interesting insight into what’s working on Twitter, and how brands are looking to tap into real-time focus and engagement on the platform.

Snapchat

Snapchat’s looking to help its users engage with the event by hosting three unique Discover shows from the NFL in the lead-up to the game, while it’s also adding ‘National World Lens’ inspired by the NFL’s National TV spot that will play at halftime.

Users of the NFL One Pass app, meanwhile, will also be able to unlock a special AR experience.

AR has become a key celebratory component in Snap, with users engaging with sponsored AR Lenses during the last Super Bowl and lead-up over 200 million times.

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Snapchat’s team will also be monitoring the Snap Map Stories around SoFi Stadium, and creating a special Super Bowl Story to help people experience close-up views of the sights and sounds on the ground at the event.

YouTube

As we reported recently, YouTube is once again hosting its annual AdBlitz showcase, where people can view the Super Bowl campaigns before, during and after the event.

YouTube AdBlitz

That can be a great resource for researching the latest promotional approaches from big brands – and with Super Bowl ad slots going for around $6.5 million per 30-seconds, you can bet that there’ll be some big, impressive campaigns linking into the game.

Parent company Google has also provided its obligatory trend maps, with this year’s research highlighting the most search wing flavors:

Google Search trends - Super Bowl LVI

And most search teams, based on Google search activity:

Google Search Trends - Super Bowl LVI

TikTok

TikTok will once again be hosting its Super Bowl Tailgate event, this time headlined by The Chainsmokers.

TikTok will also be a big focus for many brands this year, which will likely see the platform awash with tie-in campaigns and clips as the game gets underway.

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As usual, there’s a range of options for fans to engage with the event – though it does seem like the Super Bowl has gotten a little less focus from the platforms than it has in the past. Which is surprising, given that user engagement ramps up significantly around the Super Bowl – but then again, each platform has its own focus project, and with brands also looking to leverage social apps with their Super Bowl campaigns, you can bet that there’ll be a lot of chatter and interaction in each.




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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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