The Scoop: Instagram has been offering a live streaming feature for its U.S. users since November 2016. This feature allows users to display real time video for followers to tune into. These videos can be found in the “story” section of the app, can last up to an hour long, and expire as soon as the user stops the recording. The live feature has become increasingly popular for celebrities, makeup artists, etc to stay connected with friends and followers. Instagram aims to offer the feature to users in other countries by the end of the month.
The Scoop: Facebook reports that consumers made more mobile purchases than desktop purchases while online shopping this past Black Friday. According to Facebook IQ and Facebook Data, the increase in mobile shopping is because retail shoppers found more products and services on Facebook and Instagram and simply because shoppers are always on the go. Some stats from the report: 30 percent of retail shoppers say they discovered new products and services on Facebook, and Shoppers who saw Facebook ads on mobile and completed purchases on mobile took 1.08 days less to convert.
The Scoop: YouTube is making efforts to break into the television market. The company has a $200 billion global TV advertising budget that it has yet to fully utilize. “Unplugged” would serve as YouTube’s streaming TV service, cost about $35 per month, and be accessible on television sets, phones, laptops, and desktop computers. The company’s main distinction from services like Netflix or Hulu is that it aims to offer live streaming services. Other television companies, like AT&T’s DirecTV, have attempted to offer live streaming, but were unable to due to a vast amount of technical difficulties. YouTube is hoping to rise as the leader of live streaming services and operate without the major technical difficulties.
The Scoop: Snapchat has just changed its guidelines concerning misleading and explicit images appearing as the cover for news stories. The “Discover” section, used for outlets to post pop culture and news stories, has become increasingly saturated with risque photos, that are sometimes irrelevant, just to attract users. Its new policy will only allow inappropriate content if it’s absolutely newsworthy and necessary to a story and will allow publishers to restrict certain content to users aged 18 and up. Lastly, the app’s efforts at censorship aims to filter out any links to fake news stories to stop any possible misinformation. These changes are said to be made as the app is attempting to polish its image in preparation for its initial public offering.
The Scoop: Pinterest is striving to make itself more consumer friendly to allow users to purchase items right on the site as easily as possible. Pinterest will not let all businesses and entrepreneurs to sell products to users directly. According to Pinterest each pin that a user attaches to one of their interest boards is worth, on average, 78 cents in additional sales to the brand and the site has 58.95% average order value. Pinterest now offers “rich pins” which provide related information to a pin, like a recipe or article, and “buyable pins” which provide the option to directly add an item to a shopping cart and check out. These efforts aim to centralize Pinterest’s consumerism and make it more shopper friendly.
The Scoop: A new update to Twitter’s app will no longer feature the moments section, as it will introduce the ‘explore’ section. This new explore feature will showcase a wider variety of content like live video and trending topics. Twitter has been testing this feature since October and is now ready to make the change official.
The Scoop: Software provider, Signal, examines potential trends for 2017 and points in the direction of personalization. Consumers have a growing desire for personalized content and approximately 75 percent of global marketers agree that a singular view of each customer is essential to reaching their marketing goals. This shift in marketing started in 2016 and now according to the infographic, 57 percent of U.S. digital marketers expect to increase spending on loyalty programs. Strategies will definitely be changing in the months to come as executives strive to customize marketing tactics for each individual customer.
The Scoop: The NFL (National Football League) has trademarked the term ‘Super Bowl’ and has banned companies from using the term without permission. The league is prepared to send cease-and-desist letters to anyone illegally using the term not only in commercials, but also in tweets, instagram posts, etc. And as a result, companies are being extra sensitive about their terminology and finding new creative ways to describe the “big game”.
The Scoop: Snickers has announced it will air the first ever live Super Bowl commercial in February during Super Bowl LI. The candy company elaborates that the 30 second spot will run during the beginning of the third quarter and will feature actor, Adam Driver. The announcement also says that the live commercial will be connected to a 36 hour livestream from the set.