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The Daily Brief: 2.17

Facebook is opening Instant Articles to everybody. LINK

Twitter is partnering with GIPHY and Riffsy to include a GIF library within the compose window. And, of course, brands will want to get in on that. Twitter is most the meaningful, emotional and powerful during live events (Amplify, the relevancy-contextually factor of culture). And GIFs are relatable emotions through those moments of culture. GIFs are, and have been, used by brands to (and sometimes awkwardly) interact and connect with fans. Now, brands will work overtime to produce and upload GIFs to GIPHY in hopes of capitalizing on brand awareness and, to some extent, share of voice (think logos on GIFs and sponsored live events). Twitter will also most likely work with brands to promote their GIFs. So when searching “Super Bowl 50” or “Grammys”, GIFs from Pepsi or a Grammy’s sponsor is promoted near the top of the library. Nonetheless, this will cut down on the cumbersome UX of searching and upload GIFs via mobile and make Twitter much more fun. LINK

Brands are expecting Instagram to switch to an algorithmic feed. An algorithm that would, theoretically, sort your feed by only the people you want to follow and only the posts you want to see. However, Instagram is completely pull. You only see the photos and videos from the people you follow. You can follow as many or as few people you want. There is no share or retweet function. You will never see a photo or video from somebody you don’t already follow unless it’s sponsored. So your feed is already ordered into the most optimized feed for consuming the content you want to consume. See what I’m saying? LINK

The future of publishing: LINK

  • Messaging (WhatsApp, WeChat, Messenger)
  • AudioThe New York Times and Washington Post that have each created 40+ episode series exclusively for podcasts.)
  • Publishers as creative agencies ( Vice’s Virtue or HuffPost’s Partner Studio — where they help advertisers connect with audiences in a more authentic and natural way often through the lens of creating branded content.)
  • Publishers as research institutes ( BI Intelligence and the Economist’s Intelligence Unit, Bloomberg’s Trendr and Mashable’s Knowledge Graph) — that provide data and analysis for a healthy subscription fee.)
  • Publishers as event organizers ( Forbes’ Summit Conferences and Re/Code’s Code Conference — where they leverage their brand and bring people together around topics specific to an industry or C-level executive.)
  • Publishers as software providers (proprietary CMS platforms and Buzzfeed’s viral content data analyzer thingy)

Why Facebook, with its Pages and Messenger, is ready for commerce. LINK

The best from Dao Nguyen on data, intuition, and the future of media: LINK

  • The more you publish, the more opportunities you have to look at things that are happening, read comments, have a new hypothesis, test a hypothesis.
  • If you’re publishing every day and get a lot of signals that are both quantitative and qualitative, and anecdotal even, you can begin to form ideas about content. How it should be made, how it should be presented, and where it should be distributed and whether or not that has an effect.
  • Reading comments, reading tweets, reading articles about your article—all of that is qualitative. I feel like the third part that is necessary, critical, is the culture encouraging all that. That, in many ways, is one of our biggest competitive advantages.
  • All you can do is try things out. It’s nuanced, there’s no magic formula, a lot of it is based on good content.
  • One of the things we talk about all the time is there is no one metric you are optimizing for. Anyone who just optimizes to one metric is going to eventually have a problem.
  • Native advertising is about something else, it’s about getting people to look at the actual sponsored posts or branded video that we have made. And also on the editorial side, the goal isn’t to just be in a bunch of people’s inboxes, it’s to go look at the content and learn something about it or cook something or whatever.

Top digital content creators are getting paid millions by Verizon, YouTube and others to distribute their content on their streaming platforms. GO90. Watchable. VesselYouTube Red. Spotify. The list goes on… LINK

Twitter is also rolling out the ability to record and share videos in Direct Messages. Brands have frequently used DMs as a fun promotional tool to give fans a way to meet and talk with a celebrity or influencer. With videos, these one-on-one conversations can be more personal and intimate, and, of course, the other creative is limitless: creative submissions, personalized visual stories, clues to a game…  LINK