Friday Download: Instagram For Business, Society Building, And More
August 19, 2016
By FTI Consulting
Is it just me or does it not really feel like August? Apparently social media companies have decided summer is not a time for breaks and holidays and are throwing new features out left, right and centre. We’ve covered a few of the most important ones (and why) here.
Instagram For Business
Instagram has fast-become a brand favourite and the social platform has responded (finally) by making itself a little more brand-friendly. One way is by setting up Instagram business accounts. “But we already have over 243,000 followers,” someone in GE’s communications team might say. That’s all well and good but there are some serious upsides for switching to a business profile (which does require a business Facebook page but won’t make you lose all of your followers):
A new contact button will let customers and stakeholders get in touch or find your business more easily,
Enhanced analytics to understand all of your followers and what pieces of content they’re actually engaging with, and
Easier advertising will help you amplify the content that is performing well.
Instagram’s other recent innovation (using that word pretty generously right there) is the announcement of events channels. These are basically Snapchat’s Live Stories, which are like crowdsourced compilations of videos from major events like concerts, sporting events or political rallies. This comes off the back of Instagram’s other recent filching of Snapchat features (although they do say imitation is the sincerest form of flattery), with the introduction of Stories, which are videos users can upload into a stream that disappears after 24 hours. Publishers are already using these as their own Events channel, to an extent, with the New York Times taking viewers on an Olympic journey and National Geographic uploading videos from a Viking festival in Poland. Stories present an opportunity to showcase an event or bring some part of your business to life in an immersive and engaging way.
The Results Are In
Students across the UK received their A-Levels results this week, likely with chewed nails and an elevated pulse. Nationwide Building Society decided to piggy-back on the announcement by partnering with Snapchat, which is hugely popular with millennials. The building society worked with the social media company to produce a geofilter for students receiving their results. Geofilters are like animated layers that go on users’ images, often adding new elements or distorting them. Nationwide’s was a congratulatory sign and balloons, a simple and positive way to engage with a new, younger audience.
And on the subject of Snapchat, the social media network revealed some results of its own. To start with, the Olympics have been good to Snapchat. The social media platform has so far boasted almost 50 million users viewing the Games on the platform (as of Monday, so it’s likely surpassed this now) after signing deals with the likes of NBC and BuzzFeed to showcase content. Pretty staggering numbers, showing the growing prominence of the platform for carrying live events to users – content from the app reaches 41 per cent of all 18 to 34 year olds in the US every day. Much of this content was placed in Live Stories (see the Instagram paras above) or Snapchat’s Discover feature, which shows new stories from publishers each day.
‘Discover’ recently underwent a bit of reconstructive surgery, bringing the content in front of users more quickly with preview posts. This has boosted total views but dropped overall engagements and completion rates with the stories publishers are posting to the platform, a potential indicator of user habits and appetites. Users, especially millennials, need content quick, snappy and in your face (or on it, in the case of geofilters) – something to remember.
Also This Week
You won’t believe what Facebook is giving away for free now [WIRED]
The Wall Street Journal is changing up its paywall, offering guest passes and expanded link-sharing on social [Nieman Lab]
Analyst: Snapchat Is a Threat to Twitter, Not Facebook [Bloomberg]
Twitter now lets any user filter out threats and abuse [The Verge]
Snapchat is acquiring mobile search app Vurb for $110M+ [TechCrunch]
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.
FTI’s digital practice in EMEA operates as a centre of excellence for digital communications within the firm and is staffed by a team of practitioners with industry experience of consumer, corporate and financial communications. The team runs an active portfolio of multi-sector brands and partners with FTI’s teams and clients to provide a wide range of online reputation management services.