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The Daily Brief: 2.21

Ads are coming to Facebook Messenger. Businesses will be able to send ads as messages to people who previously initiated a chat thread with that company. Facebook has quietly launched a URL short link that instantly opens a chat thread with a business. Brands can share and promote their link. When tapped by a user, it will start a conversation with the brand either in the Messenger app, or on Facebook’s mobile web or desktop site. LINK

The ads could perhaps:

  • Inform customers about a flash sale, free gift or other promotion
  • Announce a product launch, and encourage foot traffic or provide a link to buy the item online
  • Deliver a new video, GIF or other piece of content created by the brand
  • Follow up with retargeting-style reminders that an item the user previously considered buying is no longer out of stock or has dropped in price

Twitter’s music team is embracing artists’ use of Twitter polls, encouraging musicians to use them more. Artists are querying fans for input into creative decisions and getting instantaneous feedback. Likewise, Twitter is very music-heavy: in-app listening via Soundcloud and musical performances via Periscope.s LINK

11 advertising strategies for mobile. I like lists, and this list pretty much comes down to distributing and promoting great content that connects with consumers where consumers want your content. LINK

Interesting use-cases with Vine: Some people string stories together over multiple Vines, which sounds similar to a “tweetstorm” on Twitter. Some people have even created Vine accounts with the sole intention of telling a single story through that account, as if the account were a movie and each Vine video was a scene. LINK

BuzzFeed has opted to measure its audience with “content views,” a platform-agnostic metric that includes all views of BuzzFeed content, regardless of whether it’s on Facebook or BuzzFeed‘s apps, and hours each month consuming its content. LINK

Media companies do five things: They create content, host content, curate content, distribute content and they monetize content. On mobile, Facebook now dominates curating and distributing content. With Instant Articles, they’re now taking on hosting and monetization. LINK

Really, an incredible post about reach-focused Facebook advertising, and knowing/learning/understanding that it’s not the creative that drives up or down CPMs, but bid type, ad placement, your demand for an audience and the competition against you. My favorite bits: LINK

  • Optimization isn’t just rebudgeting toward your lowest-cost campaigns, it’s about understanding how each component of a campaign contributes to its performance, and knowing how to maximize their efficiency. Those who prioritize quality audience reach will win.
  • When you are buying Reach or Impressions on Facebook, your CPMs are not materially impacted by creativeIf you launch 30 pieces of creative against a given audience, with the same budget and flight for each, their CPMs will be very similar. This is because despite your different creatives, your demand for impressions is the same for each piece of creative, and the supply of impressions available from your target audience is also the same.
  • By minimizing your spend per day against an audience, you can minimize your CPM costs.
  • Bid Types are essentially targeting overlays. When bidding for conversions, for example, the auction’s delivery algorithm will serve ads to users within your audience who have a history of online conversions.
  • CPMs are primarily driven by bid type, ad placement, your demand for an audience and the competition against you.
  • High CPMs often mean mean high-quality audiences. Advertisers should take care not to let secondary KPIs detract from their ultimate goal: ROI

Pepsi is putting emojis on its packing, like Coke did with names. So am I supposed to give a friend a bottle of Pepsi with a sunglasses emoji PepsiMoji on because I think he’s cool? Confusing campaign.  LINK

I’mma just gonna leave this here: The Ultimate Guide to Building the Business Case For Content MarketingLINK

Snapchat just got real (and I think swipe up to buy is coming sooner than we all think). It’s working with Tune to provide insights around the former’s recently launched app-install ads. It’s pricing app-install ads in the same way as its video promos—on a cost-per-view rate. To compare, Facebook prices app ads on a cost-per-install model that charges advertisers when a consumer clicks through to download a mobile app. Remember, Snapchat has added basic targeting demographics—age, gender and device—that’s used to home in on specific demographics. LINK

Burberry is partnering with Apple TV to live stream its first consumer-facing, immediately shoppable runway collection. The Apple TV Burberry stream’s  shopping component will all views to request a call through Apple TV to dedicated Burberry customer services reps in order to pre-order select pieces from the collection. A little awkward… LINK

The elements of an effective cause marketing campaign: LINK

  • Simple and inspiring messaging
  • Strong storytelling
  • A physical element or exhibit
  • A strong emphasis on social sharing and earned media
  • Focus on a big issue coupled with a request for a small personal action
  • Fascinating facts should be the core of the campaign. 69% percent of the consumers surveyed told us they are most likely to remember a public service announcement that presents the facts in either a surprising or a straightforward way, while only 11% said they tend to remember those that make them laugh, and 20% said those that scare them.
  • Set sights on creating a public service engagement, not a public service announcement.

Facebook believes virtual reality is the next major computing platform. They’ve created a Social VR team to help figure out how best to help people use the technology to connect with each other. Facebook has also put of energy into supporting 360-degree video. To date, more than 20,000 360-degree videos have been uploaded to Facebook. LINK

My favorite pulls from FastCompany’s “How BuzzFeed’s Jonah Peretti Is Building A 100-Year Media Company“:

  • BuzzFeed is a continuous feedback loop where all of its articles and videos are the input for its sophisticated data operation, which then informs how BuzzFeed creates and distributes the advertising it produces. In a diagram showing how the system works, Peretti synthesized it down to “data, learning, dollars.”
  • Peretti likens BuzzFeed’s secret to a fleet of self-driving cars: Each car learns from every other autonomous vehicle on the road, so eventually they’re all thousands of times smarter. The other secret to BuzzFeed’s success is a culture that embraces constant change yet remains devoted to data-driven metrics.
  • With digital media, getting your content to the public is all about your technical platform and your distribution plans on social networks.”
  • Having technology, data science, and being able to know how to manage, optimize, and coordinate your publishing is the thing that gives you a competitive advantage.
  • From telegraph to telephone to email to instant messaging, information has moved faster and in larger quantities, spurring economic and social changes in the process.
  • While ideas get an early start on Twitter, they go wide and become popular on Facebook
  • One goal of Hive is to track every editorial idea, even ones that aren’t published, across all of BuzzFeed’s many platforms. A seven-step web recipe for slow-cooker chicken becomes a 46-second Facebook video, and then a 15-second Instagram clip with the instructions written as a comment, and finally a Pinterest post with two images and a link back to the Facebook video. And if it’s going on Snapchat, it needs to be shot in portrait mode as well. It’s all the exact same recipe, but “we put it on Facebook, and we put it on YouTube, and we put it on AOL and Yahoo,” says Hive lead Jane Kelly, “and all of a sudden it’s 15 different MP4 files.” Soon, every piece of content produced will be uploaded into a central database and assigned a unique ID.
  • Hive will enable BuzzFeed engineers to create many other useful tools ,including being able to track how well something like that slow-cooker recipe performs as it migrates from Twitter to Facebook to Snapchat. What’s more, it knows how each piece of content is related—whether it was about the same topic or featured a particular actor—and how well it connected with an audience. If a writer is going to do a post about pizza, Peretti says, “you should see all the things that the audiences have loved about pizza, you should see what people have done before,” he explains, “then build on top of that.”
  • BuzzFeed wants to sell companies on the idea of rapidly iterating through a series of videos around a key message in an attempt to find the best fit for a particular platform. It’s not all that different from how BuzzFeed editors cycle through posts on a topic like hoverboards until they hit the zeitgeist. There were four other Purina videos that hardly anyone saw before “Dear Kitten.” LINK