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Brand & Advertising February 23, 2018

Latest Social Media Platform Updates

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A new month means fresh social media updates. January and February saw a good deal of news generated across the industry. From the Content Scheduling Feature on Instagram (finally!) to Sponsored Moments on Twitter, here is our take on the latest social media stories.

Instagram Finally Allows Scheduling via Third-Party Platforms

Behold, you can now schedule posts on Instagram from platforms such as HootSuite and SproutSocial! This is something that social media managers have had on their wishlist for ages. Though currently only available via Facebook Marketing or Instagram Partners, the new API features make it possible for igers to schedule updates.

Additionally, you can view posts in which the brand got tagged and review business profiles. To see if your social media management platform is among the new approved partners, visit this Facebook page. No more hectic post jotting on the go. This change will save us a lot of time, as we all know.

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Snapchat Gets Users to Create Their Unique Event-Specific Face Lenses

If you love Snapchat Lenses, this one’s for you. Snapchat has opened its Studio to let Snapchatters create their own Lenses. They can browse 150 pre-made templates, available at launch, or add a face image to create their own Lens. Mind you, your creation will have a limited lifespan, set for a particular time and place. You will also have to pay for your custom design, starting at $9.99.

For businesses, that sounds like a fun feature to introduce at company events or product launches, especially if you target a younger audience. Currently, custom Snapchat Lenses can only be accessed by US users on desktop and on iOS.

Facebook Releases Monetisation Manager

This is for marketers who want to analyse and manage monetisation with Audience Network. Monetisation Manager is a section of Business Manager and aims to help you manage “your properties, placements, understand your performance and optimise your revenue in one place.”

You can access it now by upgrading Audience Network in your Business Manager.

Twitter Launches Sponsored Moments

From the 2018 BAFTA key tweets to your top tweets of the week, Twitter Moments are a great way to capture and “storify” important tweets to your audience and your brand. To capitalise on this, Twitter has included this feature in their In-Stream Sponsorships offering.

Now advertisers can get paired with top publishers to reach out to relevant audiences. As Twitter’s Mike Park said, “the goal with sponsored Moments, as with all In-Stream Sponsorships, is tight alignment between advertiser messaging and partner content.” Though it looks like a tool for bigger brands to use – with a suggested price tag of $50,000-$100,000 for a Sponsored Moment according to AdWeek -, I am looking forward to see what impact Sponsored Moments can make for likes of Bank of America and Bloomberg.

Read more about Sponsored Moments at this blog.

Facebook Updates Their Branded Content Policy

On January 25th, Facebook updated its guidelines on branded content. Wondering what ‘branded content’ actually is? According to the policies, branded content “features or is influenced by a business partner for an exchange of value.” As a result, creators and publishers on both Facebook and Instagram can only share branded content using the branded content tool.

Additionally, they are not allowed to accept any payments to post content, when:

  • They didn’t create or didn’t participate in creating it, or
  • When posted media doesn’t include the creator or the brand.

Such content will have to include the relevant disclosures to avoid any confusion and maintain transparency. It is to hear that this clarification is now required. It will be interesting to see how it will affect a brand-influencer relationship and well some existing models of content distribution across the platform. To learn more, visit this Facebook page.

Are you putting together a social media plan for March? We can help you with that! Get in touch with Dept to talk about your social media strategy for 2018.

Questions? We are here to help!