SO MOnday: 8th February 2016
Abbey Torrance and Emma Saddleton round up the best social and mobile news from the past week – including Twitter’s new GIF button, Guinness’ Instagram ad, adidas on Snapchat, and Facebook’s ambitions for world domination…
Following Facebook’s lead, Twitter have now integrated a GIF button into their mobile platforms. Common for the brand to try new functions, the GIF button is the latest function for the platform which also sees it develop promoted moments and give more users more ways to participate in conversations.
In the next chapter of their ‘Made of More’ campaign, Diageo-owned brand Guinness have seeded their latest ad to Guinness advocators with a 60’’ ad on Instagram.
The ad, running in black and white, celebrates John Hammond (a jazz enthusiast who championed racial integration in the jazz movement before the Civil Rights movement) and is the next realisation of promoting ordinary people who achieved extraordinary things.
To be supported by a full TV, digital and PR campaign, this shows the development of Instagram and how to lead a campaign with social at the forefront and brings the beer brand to a younger audience and build awareness and preference for these younger age groups. We're very proud of the role Carat played in the campaign!
With the advent of Snapchat, brands have found it more and more confusing to know which social media platform is the right one to use for different strategies.
adidas however ‘has a clear role for arguably the most interesting social network right now despite measurement still being a challenge’, says the Drum.
Global social media director Dan Bulteel at adidas told the Drum that Snapchat is ‘our raw and real platform where we offer a look behind the curtain at life in the adidas family. Users can see what it’s like to be an insider in football, hanging out with the world’s best football players or clubs, all in real-time’.
It is this exclusive access that Snapchat users find so appealing and other brands should take note of adidas’ approach. Measurement is a factor however Snapchat should be treated as a brand engagement platform.
Last week Facebook CEO Mark Zuckerberg revealed that he hopes Facebook has 5 billion active users by 2030.
In order to achieve this goal ‘of getting nearly 60 percent of the world’s population on the social network in the 14 year timeline, it’s going to take a strong push to continue connecting most of the third world, including large portions of Africa, India, China and the Middle East’.
Zuckerberg said ‘We want to finish connecting everyone, we’re going to do it in partnership with governments and different companies all over the world’.
This would offer a huge reach globally which is an exciting development for brands.