Facebook Live For Election Coverage, Influencer Campaign Lessons, And More In This Week’s Friday Download
July 28, 2017
How do you monetise dark social platforms? That’s the poisoned chalice with which Facebook are currently grappling, and this week they made a significant first step. This week Facebook began testing ad placement into messaging feeds – looking something like this – with all the functionality we’ve come to expect from existing Facebook mobile and Instagram ads (in-stream ads, click-to-expand, in-app page opens, all the good stuff).
It wouldn’t be a story about Facebook developments without us asking where the enormous pile of money is likely to come from, and here the answer seems clear. The Facebook messenger app is currently used by 1.2bn people – a pretty punchy number on its own. Consider now then the addition of 1.2bn WhatsApp users (yes we know there is likely a huge overlap, but still, big numbers), and we’re talking about quite the audience. Add to this the news that WhatsApp is recruiting its own team to focus on platform monetisation, and we can see that Facebook means business.
With promised slow rollout and integrated payments likely included, this could be a remarkable next step in revenue for a company which generated in a respectable £7.09bn in Q2 2017 (87% of which comes from mobile). Pushing ads between private messages offers its own challenges, namely intrusiveness and consumer fatigue (the very reason Facebook has turned to messenger apps as delivery mechanisms). If they can solve that, this is a potentially gargantuan revenue stream for them, and another direct-to-audience channel for organisations looking to reach the right people.
Kenya’s Presidential Race: 360 And Live
We’ve talked a fair few times in recent months about 360 videos, singing its praises when used to great effect.
With engagement opportunities like this increasingly central to many political campaigns, we’d say it’s important for your spokespeople to commit to transparency and accessibility, even if it’s after the fact (think reflective wrap-up LinkedIn articles or blog posts responding to the main questions). Taking advantage of social media as a communications tool means respecting the rules of those channels too.
Celebrity figureheads can be a funny bunch. In particular, they can create laughter for the public, and headaches for campaign managers. This week’s final story comes courtesy of Manchester United’s most handsome defender Daley Blind – a lighter story with a serious lesson for your next influencer campaign (imagine an after-school special for communications).
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.