May 19, 2017 By FTI Consulting
Fundamentally, we know that social media is about showing off. We flaunt our food, showcase our sunshine, and brag about beaches. This week, Instagram gave users the opportunity to pinpoint your activity by piloting location stories, which groups uploads together based on their geolocation.
IGers can now see who’s sunning themselves in Central Park, or how many people are enjoying the views from the top of the Shard, and explore the photographic offerings of others there at the same time. The location function works better than Snapchat’s equivalent “Stories search”, and may mark a potential leap ahead for Instagram, well known for their magpie-ish tendencies when it comes to peering sideways at the newly-listed competitor.
The increasing use of location-tagging and Instagram’s apparent commitment to it should be extremely interesting to anyone looking to run place-branding or property campaigns, not to mention events or festivals. The possibilities from tying this activity into influencer campaigns make this an exciting growth area for social media outreach.
This is not the only recent Snapchat-directed land grab Instagram has made, with the Facebook-owned platform bringing in AR facial recognition filters for front-facing cameras, akin to one of Snapchat’s most iconic features. While this is nothing new for tech companies, Snapchat may well need to move quicker if it’s to maintain its position within the market.
Strong and stable; for the many, not the few –soundbites and slogans are as much a part of electioneering today as rosettes and “gotcha gaffes”. Social media, too, is a fundamental aspect of the mix, and this week it’s been reported that Labour and other opposition parties are changing tack in their attempts to triumph on June 8, and looking to match Conservative spending models that saw them claim majority in 2015. Labour’s “Promote” strategy aims to deliver super-local content to undecided voters by serving adverts containing specific policy mixes most likely to persuade them.
Whether canvassing for votes or reaching out to business audiences, the mix of paid and organic within any social campaign is crucial. The added precision that paid support brings is often invaluable, but ultimately content remains king – people won’t take notice if the story you’re telling isn’t compelling.
The bigger question here must be over the role of regulation of social media campaigning. UK political parties are already stringently controlled over election spending and use of print materials, but many are calling for a review to what they believe are outdated guidelines. Facebook activity not only goes uncontrolled in terms of constituency-specific spend, but given that so-called “dark ads” are only served to the end user, there is very little oversight on content and messaging available under current legislation. Some dark ads are even being taken out and served by campaigners outside the traditional political sphere.
While regulation may be a fair way off (and certainly not before Polling Day), projects like Who Targets Me – a plug-in that tracks how targeted adverts end up in your feed – can help deliver much-needed data on social campaigning activity, that might shine a light into why your newsfeed is looking a little more strong and stable than a month ago.
Look around you now. You can probably see an Android device. You may even be reading this on an Android device. Actually, scrap that – you are more likely than not to be reading this on an Android device, considering 2bn of the world’s 3.2bn internet-connected population are users of the brand. Given this remarkable market share, therefore, the developments at Google I/O (the annual developer conference which acts as the guide for upcoming developments) will likely be of interest.
Many topics were covered, but in a whistle-stop tour around the crucial updates to keep an eye on (deep breath now)…
Google is joining the jobs market, and using search data from LinkedIn and Monster has developed a “Jobs” search site. The site already boasts an 18% improvement in job-applicant matching efficiency. Google Lens will allow your smartphone to recognise the world around you, and overlay (Google-based) data on top of real-world visuals. Think Google Glass, with less social marginalisation. The new Google assistant will soon be ready to take orders and send money at the sound of your voice.
With new platforms and shinier capabilities emerging, definitely a space to watch…
Shazam suddenly started forgetting song titles for a good reason [Ad Week]
Twitter went down today and the world panicked… [Various]
Are you a featured snippet? If so, Google’s testing dropping your web listing [Search Engine Land]
Social Native raises $8 million for user-created advertisements [Venture Beat]