Our weekly roundups corral the news you can use.
I logged on to Facebook on Wednesday and was presented with new toys that I was ready to play with. I have to say, I am enjoying having more ways to express myself with simply one click.
One brand was ready to jump on the new Facebook Love Train. Chevrolet launched a new commercial for the 2016 Malibu on the same day titled “Likes to Love.”
“Timing couldn’t be more perfect for Chevrolet to bring the all-new 2016 Malibu and Facebook’s new Reaction buttons together,” Paul Edwards, VP of Marketing for Chevrolet, said in a statement. “The midsize segment has traditionally offered many options to ‘like’, but only the new Malibu inspires the emotion to ‘love.’ “
There is a lot for brands to love about the new reactions feature. We now can see a richer array of emotions as opposed to just a like. As stated in a recent Wired article:
“It’s a breath of fresh air, it’s the right evolution,” says Chris Tuff, the executive vice president and director of business development and partnerships for ad agency 22squared. “To delegate all interactions to a thumbs-up icon is a little ludicrous.”
Facebook Canvas Ads
You are going to start seeing new types of ads on Facebook soon. This week Facebook opened up their Canvas mobile ads platform to all advertisers.
The idea, at least to some extent, is that Canvas-made ads blend into your News Feed rather than disrupt it. Ad campaigns can now include features like look books made using Canvas’s carousel tool or tilt mode, so you can tilt and move your phone around to explore inside a panoramic image.
Canvas allow advertisers to be more creative with story-telly that goes beyond brand awareness which moves advertising away from disruption to becoming more of an experience. As explained in TechCrunch.
Facebook says the early tests of Canvas have shown users actually want to stick around and experience the ads. 53% of users that open a Canvas view at least half of it and the average view time is a stunning 31 seconds. The top Canvas ads can see more than 70 seconds of view time per user.
Snapchat is Evolving Again
I have been writing about SnapChat for a year saying it is time for brands to start looking into the platform. If you are saying to yourself “but I just don’t get it.” I feel you. Snapchat not only works differently than the big 3-5 networks we are used to, it also is used for different reasons.
My teenage son explained his use of Snapchat this way.
“Mom, I am not the same person I was a year ago, and I will not be the same person next year. Why should have a timeline (referring to Facebook) that keeps all my updates that are no longer relevant to who I am or what I am currently interested in? Snapchat is for sharing ideas and funny things that are happening in the moment.”
And Snapchat is working on being the platform for purchases that you want to make “in the moment.”
Snapchat has created location-based filters to express where you are in the moment.
Originally created for public spaces and events, users can now make geofilters, which offer custom photo filter designs which appear in Snapchat based on a location, for their businesses, parties, and more.
The news that Snapchat will be Nielsen-measured comes just weeks after the social company inked a deal with Viacom, under which the entertainment conglomerate will sell U.S. advertising for Snapchat and bundle it with TV packages. Nielsen’s Digital Ad Ratings track an ad campaign’s total digital audience across PCs, tablets and smartphones using metrics the company says are comparable to TV.
And now Snapchat is working on adding e-commerce functionality to the platform.
And it’s not surprising that Snapchat would want to dip its toes into social commerce. The platform’s main demographic of teens and millennials is incredibly attractive to brands.
Did I miss any big news this week? If so, share in the comments.