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Our Top 5 For The Week

7/16/2020

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Facebook possibly turns to banning all political advertising on its platform. Snapchat finally lets the brands shine. Redditors celebrate new Image Gallery option and more.

 

Facebook to stop all US political ads before the election?

According to Bloomberg, Facebook is currently discussing a possible ban on all political advertising on its platform, ahead of the 2020 presidential elections. The step is currently being reviewed in response to the spread of misinformation and voter suppression surrounding fake news and hate speech on the platform. In hope to stop the advertising ban from some of its largest clients and animosity coming directly from users and its own employees, Facebook is flipping the page.

Political campaigns are known to spend a lot on Facebook. President Donald Trump is thought to have allocated over $90 million to advertise on Facebook as part of his reelection campaign, while democratic presidential candidate Joe Biden has spent $5 million over the course of just a few days last week.

This step, if taken, will for sure have a huge impact on Facebook’s bottom line. It will also send a strong message to users and advertisers.

 

Snapchat opens up to brands with Brand Profiles

 

Brands having their own profile on Snapchat? Yes, finally! While the feature is currently in beta testing with promises to be fully live by the end of the year, some brands are already having a taste of what this new option might bring.

Snapchat brand profiles will work as landing pages for select brand video content, branded AR lenses as well as a virtual in-app storefront for those brands that work with Shopify.

 

“We’re building toward a future where the Snapchat community can engage with businesses of all sizes across the variety of products on our service.

 - Carolina Arguelles, Global Product Marketing Manager

 

Brand profiles will be similar to the last year's public profiles, which offer high-profile creators and influencers the ability to host original shows on the app. Brand profiles will benefit from the same functions as public profiles, but as an extra feature, they'll get a unique set of online tools that will let admins create and manage profiles from outside the mobile app.

Snapchat users will be able to locate and subscribe to brand profiles through regular search, but also via QR codes and sponsored brand content.

 

Reddit adds image galleries

 

Up until now, including more than one image in a single post on Reddit has been a struggle. Most users, especially on mobile, had to drop links to external photo-sharing sites like Imgur into a post or reply. Those times are thankfully behind us - Reddit announced the launch of Image Galleries – a new post type that lets users include up to 20 images and GIFs in a single post.

With simplifying the process of including multiple images or GIFs in posts, Reddit aims to increase visual content on its platform, give Redditors an easier way to take part in its communities and media organizations/partners a different way to engage with users.

 

Instagram works on a new feature that suggests which profiles should be blocked

Instagram is reportedly working on a brand new feature that will provide users with a list of people that they don't want to follow. Of course this will not be based on picking random individuals and adding them to the block list, but rather the social media app (based on already available data along with AI) will look for users that have already been blocked on Facebook, Messenger or even WhatsApp.

If the same contacts also have an account on the Instagram app, the app will recommend you to add those people to your block list. The feature will probably be available to people once Facebook entirely integrates Messenger to the Instagram app.

Most social networks usually recommend who we may want to connect with, so this for sure is something we haven't seen before.

 

Influencers should have more creative control

According to the latest influencer marketing article published by Forbes, brands should focus on a collaborative restart strategy.

Everything starts with thinking about how to connect with consumers better. The brand-influencer relationships should move away from  a top-down approach to a mix of top-down and bottom-up strategies.

“The last few months have proved that for influencers to be successful, they need to truly understand what their audience wants. In the future, content developed for brand collaborations in which the influencer has a stronger creative direction will prevail.“

To be successful in these post-pandemic times, brands will need to find relatable ways to fit into the lives of their consumers and activate the right voices to fuel their performance. While questions on how this crisis will impact the way we should target our consumers are still to be answered, what's certain is that engaging a customer-centric mindset will build and maintain brand momentum.

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