Last week Pinterest debuted a new feature to the Lens aspect of its app. The new feature identifies what’s inside an image in real time, tags the items accordingly, and allows users to search for those items on Pinterest. See it in action here:
Pinterests utilizes “Visual Guides” based on what it detects inside your live camera feed. Pinterest is trying to figure out what you are doing in the real world, and they are using augmented reality to enhance that experience. This is something that Snapchat has begun to experiment with as well. Which means Facebook is surely working on its version to be released soon. We expect Google is trying to keep up on their end too.
We expect Pinterest to soon roll out ads within Lens, and allow marketers/advertisers to engage with consumers around products they are looking at buying in real time. The ROI potential for those campaigns has potential to be extremely high.
Pinterest is also adding the ability to read QR codes — a feature available in Snapchat and Facebook. These updates from Pinterest (and Snapchat and Facebook) are them trying to further invade our everyday experiences in the real world and intertwine our use/dependance on these social apps. It will be interesting to see how these social media behemoths continue to evolve…
Millennials and Gen Z’s Are Not Leaving the Platform, According to a Dozen Studies
First off, let’s make it known, Instagram is not eating Snapchat’s lunch. TechCrunch collected a dozen surveys or studies that all prove the loyalty, at least in the United States, of Snapchat users. Even when compared to Instagram Stories, Snapchat is more popular in almost every metric except for total users. While Instagram Stories may be more convenient to use/consume for Instagram users, it isn’t enough for people to give up on Snapchat.
Snapchat’s New Updates Are Huge
Yesterday Snapchat released its largest app update yet. Snap introduced:
Limitless snaps – which allow someone to view your story or chat for an indefinite period of time
Looping snaps – these let you set a snap on a loop, like how Vines used to work
Magic eraser – an eraser feature that allows you to make objects disappear from snaps
Emoji drawing – you can now draw emojis 🙂
Snapchat appears to be focusing on its core group of diehard users, which is a great move. The new editing features on the app further entrench Snapchat creators to the core product, which is great for everyone.
“These changes allow us to continue evolving the Snapchat service and provide a foundation for introducing even more creative tools for making fun snaps,” the company wrote in a statement on the new update.
Snapchat just announced it is offering advertisers a viewability score that’s designed to offer transparency into whether or not video advertisements on the platform warrant chargeable impressions. The viewability score will be validated by a third party firmed named Moat. It will become available to everyone on June 5th.
The official guidelines state that greater than 50% of an ad’s pixels and at least 2 seconds should be viewable by the users.
Snap Ads Max Reach
Snapchat also has been pitching advertisers on ways to reach everyone in the United States who views a Story on a given day. This new Snap Ads format is called “Max Reach”. It’s an ad-buying option that is the equivalent to a homepage takeover on a traditional website. Snapchat’s version guarantees that the Max Reach Snap Ad will be served to everyone in the United States who is shown an ad on a given day. So basically, every single person in the U.S. that uses Snapchat that day would see your advertisement.
The new Max Reach advertising offering is currently only available in the United States. With this addition, Snapchat now offers three different ‘takeover-style’ ad units that can be served nationwide: the Max Reach ad, a nationwide Sponsored Geofilter, and nationwide Sponsored Lenses.
Discover Partners & Audience Growth
Snapchat has also recently touted its ability to help publishers and large brands increase and accelerate their audience growth. Here’s some data they just released:
This data shows publishers/brands that were also Snapchat Discover partners saw a large increase on other platforms as well.
Discover partners have reported fantastic results. Mashable’s CEO Pete Cashmore recently said: “Snapchat is our biggest revenue source on distributed platforms…It’s very profitable for us because it’s a huge audience and it’s an audience that we can’t reach elsewhere.”
The last part of that statement is HUGE – “…an audience that we can’t reach elsewhere.” That is the beauty of Snapchat that brands and advertisers need to better understand if they’re going to truly succeed on the platform.
Snapchat’s Loyal & Exclusive Users
A new report released by App Annie, based on app usage in Q4 of 2016, found that 35% of Snapchat’s daily users in the United States don’t use Facebook on a given day. The report also said that 46% of Snapchat’s daily users aren’t on Instagram on a given day, and 58% can’t be reached by Facebook Messenger. Here are the statistics broken down:
The statistics are also similar in the United Kingdom, according to the report. We would have to assume that the data is similar in other countries as well.
What does all this mean? In this economy, time is money. Advertisers and marketers need to put their money where users spend their time, and Snapchat is the most important app for many, many people.
Snapchat is blowing up right now. Their recent IPO filing stated that they have over 160 million daily active users. And these users are HIGHLY engaged. Most users consume every post they see. Snap also announced that their average user spends 25-30 minutes on the app every day. And they command 41% of the coveted 18-34 age demographic. Humans only have enough time to dedicate to 5-7 apps a day, and Snapchat is quickly rising to the top. To stand out on Snap, you must be fun, creative, and engaging. To help get you started, here are 20 creative Snapchat campaigns from different brands to inspire your strategy! Want to get started with Snap Ads? Contact us today!
Taco Bell – Cinco de Mayo
Taco Bell got a lot of press when they created a filter for Cinco de Mayo. Here’s what that looked like:
The filter performed extremely well. It was viewed 224 Million times. That’s an absolutely incredible number. They paid an estimated $750,000 for 24 hours of that filter. That works out to be 0.3 cents per view. Not three cents. Three tenths of one cent! That’s insane. It paid off though. People thoroughly enjoyed playing with the filter and it surely helped increase Taco Bell’s sales.
X-Men: Apocalypse – Movie Promotion
X-Men did a massive takeover on May 23, to help promote the release of the new X-Men: Apocalypse movie. They didn’t just create one sponsored filter, they created ALL of them. Every filter, for the entire day on Snapchat, was related to X-Men. Analytics haven’t been released yet, but if their numbers mirror those of Taco Bell, they would have received around 1.5 Billion views!
Sphero from Star Wars – Toy Launch
Star Wars utilized influencers on Snapchat to promote their new toy, Sphero, during the holiday season. One of the influencers they worked with, Shaun McBride, gets 2 million Snapchat views every day. According to the Wall Street Journal, the toy sold out in a matter of hours and their campaign got 10 million views. Check out one of their stories here:
Working with influencers on Snapchat is a must. They know their followers best and can often help your brand create fun, engaging content that delivers results.
Terminator: Genisys – Movie Promotion
To promote the release of the new Terminator movie last year, a custom filter was created. Users were able to overlay the filter onto themselves or their pets. Smartly, Arnold Schwarzenegger also promoted this on Facebook. His Facebook post about the custom Snapchat filter received 3,000 shares and 55,000 likes. Cross-promoting onto other platforms is a good way to increase your organic reach with not much extra effort.
The MTV VMAs – Behind the Scenes
During the 2015 VMAs, MTV did a Live Story on Snapchat. This allowed anyone in the area to post pictures and videos to that Live Story, for all to see. Celebrities and audience members shared hilarious behind-the-scenes footage onto the story. About 10 million people tuned in to watch the VMAs on TV, and about 12 million people viewed the story on Snapchat! And at a much cheaper production cost.
6. Mondelez – A Candy Competition
Mondelez makes delectable candy bars. To increase brand awareness and sales, they created a competition on Snapchat. To enter the contest you had to snap a photo of their chocolate bar, modify it using Snapchat’s drawing tools, and send it to the TIMEOUTAU Snapchat account. The winner of the competition won $10,000! Mondelez also showcased some of the best creations on a website. Mondelez’s idea to create a microsite to enhance the competition was a great way to increase awareness and increase customer loyalty (and product sales).
GrubHub – Hiring
GrubHub is a cool online food ordering company. They used Snapchat to look for an intern with “Snapchat Skillz”. They used the image sequence below to recruit applicants to grow their company. Very creative!
World Wildlife Fund – #LastSelfie
The World Wildlife Fund used a Snapchat campaign to raise awareness about different endangered species. They came up with the creative #LastSelfie hashtag campaign that also allowed them to promote the cause on other social platforms. Check out the video here:
DJ Khaled – Snapchat All-Star
DJ Khaled is a Snapchat all-star. He’s not your typical brand, but he is increasing his celebrity presence on Snapchat, and brands can learn A TON from what he’s doing on the platform. His snaps are attracting 3-4 million viewers each. He has coined some fun mantras like “bless up” and “keys to wisdom”. His content is extremely shareable. Check out a compilation here:
Burberry – Spring Sneak Peak
To create some extra hype for their Spring 2016 Fashion Show, Burberry revealed their newest line of clothes through a series of snaps. They also produced pictures and videos featuring their designers and models. They also live-snapped the actual show, piggybacking off the hype they previously created.
Major League Soccer – Player Takeovers
MLS dedicated an entire week to Snapchat takeovers. A “takeover” is when someone else takes over and runs your Snapchat account. So each day, MLS handed over their account to a new soccer star. The stars promoted this on their own accounts leading up to their turn, and then created fun, engaging content on the MLS account on their day. Takeovers are a great way to build your Snapchat following.
Target – Holiday Geofilters
Target has been using geofilters around different holiday events. They target these geofilters around their physical stores to help increase brand awareness and sales. This is an easy, fun campaign idea that any brand can use to succeed on Snapchat.
13. Chubbies Shorts – Behind the Scenes
Chubbies Shorts is one of the most engaging brands on Snapchat (and all of social media and email, really). They constantly make me laugh out loud. They have an ongoing Behind the Scenes type campaign going. They mix in giveaways, stop motion, jokes, pranks, and more. They show how to effectively make content fun and memorable on a consistent basis. Check them out!
14. Rocky Horror Picture Show
Fox recently did a remake of the classic, “Rocky Horror Picture Show”. Fox partnered with Snapchat to create a trio of Snapcode activations that went live during the telecast. This is the first time anything like this has ever been done. The two companies partnered directly on this project. Fox ran Snap ads and a custom lens leading up to the telecast, and then offered more on the day of. Take a look below…
15. Netflix and Gilmore Girls
Gilmore Girls is launching four new episodes exclusively on Netflix in a few weeks. To build awareness for the launch, Netflix printed actual cups and distributed a total of 10,000 cups to a group of 200 coffee shops around the country. Each cup had a snap code, and when scanned pulled up the image below. The logistics behind a campaign like this can be complicated, but there are great lessons to learn here. A campaign with a smaller budget can still produce similar results with targeted geofilters around brick and mortar locations.
16. Budweiser Super Bowl Ad
Budweiser, always on the cutting edge when it comes to advertising, launched a Snapchat advertising campaign for the 24 hours leading up to the Super Bowl. The Snap Ad was actually a game you could play, and it was amazing. It was a mini-football game within the app. You could run different plays with funny, on-brand names. If you won, you unlocked an exclusive filter to use. This level of innovation and ingenuity isn’t possible for all brands. But if you have the budget for this type of advertising, it is incredibly effective. See more here.
17. Lucky Charms
Lucky Charms just ran this Snap Ad campaign during The Bachelor episode on Snapchat Discover. It was a short video ad that showed a woman fall in love with a man based on a relationship of Lucky Charms. Very on-brand, and very targeted placement as well. A great example of how to do effective marketing on Snapchat.
Walmart ran this campaign leading up to Easter to promote its festive treats. Take a look at the fun screenshots below!
19. Charlie and the Chocolate Factory Musical
This is an innovative new Snapchat marketing campaign we haven’t seen before. Below is a screenshot from the Facebook page of Charlie and the Chocolate Factory Musical. They have “hidden” Snapchat geofilters all over New York City. If you find them and send the account a snap, you can win free tickets, swag, and more. Fantastic idea!
Equinox is a high end gym with locations around the country. Below is a screenshot of a Snapchat geofilter that they are running at their competitors’ locations (this one is at a 24 Hour Fitness). Fantastic idea here. Hat tip to Ryan Hoover on Twitter for catching this one.
Similar Audiences for Search Gives Advertisers Powerful New Targeting Capabilities
Google just rolled out Similar Audiences for Search and Customer Match for Shopping Adwords campaigns. This new feature can be extremely powerful for advertisers and produce greater ROIs for campaigns across the board.
The Similar Audiences feature can be built from past website visitors. Similar Audiences looks at data about your existing website audiences and seeks out new and qualified customers whose interests/habits match your audience. By utilizing this new feature, you can reach much larger audiences and drive cheaper clicks and conversions.
Google released internal data from beta tests of this program, and said that by using Similar Audiences, advertisers typically see:
60% more impressions
48% more clicks
41% more conversions
The Similar Audiences feature can be set up to be automated and based off remarketing tags and visitors to your product categories.
There is also an update to the Customer Match targeting for Shopping campaigns. Google allows you to, if you so choose, increase the bids by 25% for people who visited your site in the last month, or show different ads to visitors who have added items to your shopping cart but not purchased.
Reddit Has Almost 300 Million Active Users Who LOVE The Platform – Here’s Why You Need to Be Actively Marketing There NOW
Alexis Ohanian, the co-founder of Reddit, recently released the following statistics: 270 million unique visitors/month, 12 minutes spent per site visit, 53% men, 47% women, and 87% under the age of 35. And it’s about to become a full-fledged social network.
From its inception until current day, Reddit has always been a place to share links. You can browse said links, up- or down-vote them, and discuss them. But Reddit just made a HUGE announcement. They’re creating user profiles, reminiscent of Facebook and Twitter, that will allow users to share posts/links directly to their own profiles. Reddit also announced that you will now be able to follow the profiles of different users. These moves mark a pivot for Reddit from the “front page of the Internet” to a true social network (and one that is larger than Pinterest and almost as big as Twitter).
So, now more than ever, you need to be marketing and sharing content on Reddit. At Wallaroo Media, we do a lot of content creation and content marketing. We always try to share content that we create on relevant subreddits. We’ve had pieces of content get hundreds of thousands of visits from Reddit by sharing them at the right time and the right place. Reddit can drive real results and impactful revenue. But you really need to know the ins and outs of the platform, the users and their behavior, and how to share content without devaluing your brand or getting a backlash from power Redditors. This post will teach you how…
How to Market on Reddit
The best place to start with Reddit marketing is by identifying the best subreddit for your content, and by doing keyword research on the platform.
Keyword Research on Reddit
Keyword research on Reddit can be an in-depth project that takes several hours. There are some nice shortcuts you can take. This piece is not meant to be an in-depth article on keyword research, so I will link to the piece I recommend on the subject, here. That link takes you to a nice 7-step Reddit keyword research process using the tool Keyworddit, which is a tool I explain more below.
Subreddit Research on Reddit
To find which subreddits make the most sense for your brand to be sharing content on, use RedditMetrics and Redditlist (I explain these tools more below). The other way to do subreddit research is quite simple: Google it. For example, if your company sells nail polish, Google “nail polish subreddit” to see which ones come up. You can also search for subreddits that would be tangentially related to nail polish, like fashion or accessories or style.
Curating Social Media Content with Reddit
There are many different ways to curate social media content for a brand. One very effective but under-utilized technique is to create a private “Multi-reddit”. A multi-reddit can be created by combining relevant subreddits into one. So if I was running a nail polish company, I would combine subreddits related to nail polish, fashion, accessories, style, and perhaps a few more into one multi-reddit. Then, each morning, I would check my private multi-reddit to see what content is trending the most in my space. Then I would create social media content based off those trending items. To learn more about this awesome strategy, click here.
Building Karma and Finding What Works
Reddit Karma is a form of gamification that the platform employs that allows users to gain points for posting popular links and comments. The higher your Karma, the higher your links appear when they’re initially submitted. So building up personal or company Reddit profiles is a must.
As mentioned above, it is crucial to do subreddit research to find what type of content works on the subreddits that you are interested in posting on. Some subreddits only allow comments. Others prefer images. The majority prefer links. But knowing how to posture the link correctly so as not to be overly promotional is important. Reddit users are notoriously anti-advertising/anti-marketing. So be careful here. Again, you need to analyze content that has performed well on your desired subreddit(s) to inform your own posting strategy.
Essential Reddit Tools & Resources
There are a few key tools and resources that are essential for a truly effective marketing campaign on Reddit. Below is a list of our favorites. Feel free to let us know if we missed some!
TrackReddit.com – Social listening tool that offers real-time tracking and alerts when your phrase is mentioned.
RedditMetrics.com – Leaderboards of the fastest growing, top, or new trending subreddits.
RedditInsight.com – Tool that offers user tracking, post tracking, interaction data, and more.
Reddit should be an integral part of every content marketing campaign. It can be used to place content, learn about your target demographic and what they like, social media research, and more. Good luck!
Over the last few months, three new announcements came out about Facebook. Each of them points to Mark Zuckerberg taking pages straight out of Evan Spiegel’s book. The three announcements were covered here, here, and here.
First, Facebook is tweaking their live video section to look more like Snapchat’s. Simple enough.
Second, it’s been reported by multiple outlets that Facebook is prepping a competitor for Snapchat’s “Discover” section. It will reportedly be named “Collections”. Everyone wants in on the content game. See side by side examples here (with Snapchat on the left and Facebook on the right):
Third, and the most blatant of all, Facebook has introduced camera effects called “location frames”, which work just like Snapchat’s geofilters. Just like geofilters, users can create and submit illustrations tied to specific locations. Users can also submit more general designs with illustrations not tied to a specific location. No word on if Facebook will create pay-to-play versions of their Location Frames yet. Check out an example below.
Facebook Location Frames
So, it will be interesting to follow along as these two tech titans continue to battle in 2017. One thing is clear – Facebook does not want to relinquish its lead as the go-to social platform.
Update on 12/21/16: Instagram just added a stickers feature, in yet another copy of Snapchat. You can now add “contextual stickers” and “location based stickers” on Instagram. See an example below from Instagram.
Instagram Location Stickers
Update on 3/8/17: Instagram Stories launches geostickers. Snapchat launched their geostickers in 2014. Below are screenshots of Instagram’s new geostickers, courtesy of TechCrunch. Take a look at how blatant the copy is…
Instagram Stories Geosticker
Update on 3/10/17: Facebook launches a new feature inside of Messenger called “Messenger Day”. Take a look at the screenshot of the new feature below.
Be honest with yourself – is that not an exact clone of Snapchat?! Facebook’s executives are saying no. But I think we can all agree, it’s a clone. Yet another example of Facebook’s inability to innovate. The new feature is only available in the U.S. for now, but it is said to be rolled out to other countries soon.
UPDATE on March 28, 2017: Facebook launches Stories on its mobile app to the whole world. It essentially creates a second Newsfeed for mobile users. This form of “Stories” is basically a straight copy of Snapchat. See below:
UPDATE on April 13, 2017: Instagram announces three(!) new Snapchat feature copies: Geostickers (custom designed stickers at local landmarks), Sticker pinning (just like Snapchat’s motion-tracking emoji feature), and Selfie stickers (quite similar to Snapchat’s scissors tool).
How to Utilize Snapchat Advertising to Drive App Downloads
Last updated: April 6, 2017
When it comes to social advertising, we at Wallaroo Media are constantly looking for what we call “arbitrage opportunities”. These are opportunities where ad rates are lower and ROI is higher than typical market metrics. As such, we are recommending Snap Ads for app downloads right now. The market has not caught up to the opportunity.
In an effort to keep with with Facebook app install ad campaigns, Snapchat is making a big push with their Snap Ads to app install offerings. The first public data was discovered on the Acorns app (who was one of our clients – view our amazing work for them here). Take a look at the screenshot below of their ad, and read on to learn more about the results.
Acorns App Snap Ad
Acorns gained a ton of early traction through Facebook Ads and Twitter Ads. We actually helped them run highly targeted download campaigns on those platforms. Late last year, Acorns wanted to test Snap Ads for their app downloads. According to Acorn’s Chief Commercial Officer, the Snap Ad campaigns actually had 40% higher install rates than those on Facebook. This is an astronomically high number, since the Facebook Ads were already performing superbly. Acorns said that the CPI was a little higher on Snapchat than on Facebook, but that it made up for the higher cost with a greater download rate.
Fullscreen, a video-streaming service, said that Snapchat targeting reduced its cost per installation by 25% because it meant more installations on the same amount of ad spending.
As mobile ad advertising continues to grow, app installs will continue to be a large piece of that pie (Business Insider reported that 25% of mobile ad revenue is from app campaigns).
Snapchat also recently enabled goal-bidding for app install campaigns on the platform. This form of targeting allow advertisers to get in front of Snapchat users who are most likely to download their app. Snapchat is using machine-learning technology it has developed in house to run these campaigns.
“We’ve been listening closely to direct-response advertisers and are excited to announce the ability to ‘bid for installs’ in our auction. This is a new, cost-efficient way to drive app installs right from Snapchat,” Peter Sellis, the director of monetization product at Snap Inc., told Business Insider in a statement.
As we get more data and case studies, we will continue to update this post.
Using Facebook and Polk Data, Auto Dealers Can Scale Their Revenues with Effective and Hyper-Targeted Digital Ad Campaigns
It’s no question that social advertising and audience targeting is incredibly effective. But now more than ever, Facebook Ads are THE way to go for auto dealers to target car buyers through every step of the purchase process. This post will explain why.
According to a recent study, 27% of people in the US do most of their vehicle research on a mobile device. That number is 45% for Millennials, and 41% for households with incomes over $200,000. And the percentage of people that use mobile during any point of the purchase process? 71%. Keep in mind, this data is just for mobile consumers. Almost 100% of vehicle buyers use online research at some point of their purchase decision.
Facebook Ads + Datalogix + Polk Data = Lots of money for Auto Dealers
Facebook has two key partnerships that enable it to get the data it needs to provide super powerful ad targeting: 1) Datalogix, 2) Polk. Datalogix connects offline purchasing data to enhance online advertising campaigns. Datalogix also has 200+ syndicated audiences that allow for deeper targeting. Polk (which also owns Carfax) aggregates online and offline data around auto buyer personas and DMV registration data. These two partnerships, when combined with Facebook’s ultra targeted ad product, can drive car-buying consumers to the doorsteps of auto dealers, ready to purchase a new vehicle right away.
How Targeted Can You Get?
If you know your way around the Facebook Ad platform, you can get incredibly targeted on vehicle-buyers. How targeted you ask? Here’s an example flow that you can create:
You start with “Automotive” behavior targeting.
From there, you have these sub-categories:
New Vehicle Buyers (Near Market – which means people who will be considering a new vehicle purchase within the next 365 days)
New Vehicle Buyers (In Market – people considering a new vehicle purchase within the next 180 days)
Used Vehicle Buyers (In Market)
If you click “Owners”, you’ll be able to target Facebook users based on the actual vehicle they drive.
If you click on the “Purchase Type” sub-category, you’ll be able to target based on how recently the user purchased a vehicle.
If you click on “New Vehicle Buyers (Near Market)”, you can target by style, for example:
If you click on the “New Vehicle Buyers (In Market)” section, you then choose among the actual make, model, and style of vehicle. How amazing is that?! You can specifically target people shopping for Jeep Grand Cherokees or Suburu Foresters or Chevrolet Cameros.
You can also target people looking for specific auto parts or auto service. You can target by the age of vehicle in their current household, vehicle price, and much more.
There are many ways to target car buyers with Facebook Ads. You can do video ads, custom audiences, carousel ads, lookalike audiences, conversion lift, TRP buying (extend and augment your TV campaigns on Facebook), regular Facebook Newsfeed ads, right rail ads, and more.
If you’re interested in utilizing Facebook Ads to dramatically increase sales at your auto dealership, contact us today!