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The Daily Brief: 4.21

Condé Nast Traveler is giving Snapchat the exclusive for its annual hotel “Hot List” to reach the messaging app’s coveted young readers. LINK

Facebook and Instagram can now leverage day-parting and Nielsen DMA targeting, two features that were previously unavailable. DMA targeting allows marketers to hone in on a specific local television market area while day-parting delivers advertisements during specific parts of the day. It gives flexibility to extend TV and video campaigns on Facebook and pushes creatives to rethink the way they deliver video on Facebook — particularly on mobile — as opposed to TV. LINK

The “Commercializer” is an extension of the app Letgo, brilliant in the sense that, while it takes whatever you’re trying to offload and seamlessly inserts it into one of four comical, big-budget ad parodies, it also becomes more shareable. “If you’re selling this old chair that you’ve got lying around, you’re not necessarily going to post it to Facebook and use the power of your own social network to sell it. But because we’ve created a shareable piece of content, we think people will start sharing it with all their friends and wherever else they can.” LINK

Food Network is using influencers to develop new content and grow its Discover channel. LINK

Accelerated mobile pages (AMP articles) will now be featured in Google’s News section. Publishers who have adopted AMP now have the opportunity to enjoy prime mobile real estate compared to non-AMP sites. Also, new features like site navigation, sidebar menus and self-updating pages will soon be included within AMP pages in the near future.  LINK

Could Messenger bots become the conduit of fulfilling consumers’ micro-moments? Combine personal phone data + phone sensor data + Facebook profile information + Pages liked + (the opportunity for) Facebook Bluetooth beacons + and the consumer’s opt-in of a brand’s bot, bots could/should potentially deliver hyper-contextualized, personal and relevant information to consumers via Messenger at the most critical moments.  LINK

Facebook now ranks the News feed with internal browser & Instant Articles data about which links you spend more time on. Because time is money. LINK

Facebook wants to get you and it’s most influential (verified) users to post more, so they’re considering (a): LINK

  • Tip jar (place where fans can tip you money)
  • Branded content (earn money when posting with brand you have a sponsorship arrangement with)
  • Sponsor marketplace (a place where you can match up with advertisers for sponsorship)
  • Donate option (allows fans to donate to a charity you choose)
  • Call-to-action button (e.g., button saying, “Buy Tickets,” or, “Sign Up for More,” on your posts)
  • Revenue sharing (receive a share of revenue generated by ads in your post)

Also to note are the metrics Facebook thinks influencers like to track, including:

  • Engagement (how many people comment, reach or share your post)
  • Non-follower audience info (age, gender, location of non-followers viewing your post)
  • Daily views (how many people saw your post each day)
  • Follower audience info (age, gender, location of followers viewing your post)
  • People reached (how many total people saw your post)
  • Video completion percentage (how much of your video people watch)
  • New followers (number of people who followed you after viewing your post)
  • Post comparisons (how your post performance compares to other peoples’ posts)

MTV is targeting younger, “underserved” podcast listener by launching five new podcasts focused on film, politics, pop culture and, obviously, and music. LINK

Affinity content is the content that keeps people sticking around. It gets people to like you. Affinity content is content that attracts people who have the same values and beliefs as you. This content shares your beliefs, so people with similar beliefs feel like they belong in your community. LINK