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The Daily Brief: 5.24

Twentieth Century Fox has bought up nine Sponsored Snapchat Lenses to promote the forthcoming “X-Men: Apocalypse” movie. Snapchat users can overlay their selfies with nine X-Men characters: Apocalypse, Beast, Professor X, Cyclops, Mystique, Quicksilver, Magneto, Nightcrawler, and Storm. In addition to the Lenses, Twentieth Century Fox has also bought the first ever Snapchat ticketing ad unit. The video ad, which will appear in the app’s Discover content section, allows the use to swipe up to purchase movie theater tickets within the app. The ticket ad represents what Snapchat is calling “3Vi” ads that allow consumers to interact with the ad. LINK

If you snapped a non-grilled burger from one of Burger King’s competitors and drew grill marks on it and sent to Burger King’s Snapchat handle, you’d in turn receive a voucher for, well, a free burger. The campaign reached 4.1M fans of other fast food restaurants. Clever market share/ brand loyalty campaign. LINK

Snapchat is letting you add stickers to you snaps now. So here come the branded stickersLINK

“Around two-thirds of the watch time for Facebook Live happens when the video is no longer live, which tells us that people are interested in watching live videos even if they can’t catch them while they’re happening. Now, when people watch a live video after the fact, an engagement graph provides a valuable signal that can help people explore the video (jump to highlights) that they may find engaging, which could encourage people to spend more time with a video that they might have otherwise skipped over.” Live is best when we’re full of anticipation (see the watermelon video). When not live, we only want the highlights (SportsCenter)(live — particularly on Facebook and Periscope — is also best ’now’ because of interaction with the broadcaster, but you get the point). But this could also give broadcasters a better understanding of peak moments of engagement that help determine future creative; and encourage viewers to at least stick around and watch the best moments of a video. And to that extent, Facebook is starting to show Live video reaction replays that appear in sync on recorded versions of broadcasts so it feels like you’re watching in real-time. You’ll see the emojis for Likes, Hahas, Sads, and Angrys plus the faces of friends who left them overlaid on the video. LINK

Facebook will now allow non-stop, long-form broadcasting as long as the creators don’t mind that they won’t be able to permanently save and share the video. The new Continuous Live Video API enables persistent streams. The Continuous Live Video launch represents a breakthrough for Facebook’s engineering team. Previously, Live streams could only be up to 90 minutes. That means you couldn’t broadcast a whole conference, sporting event or party, let alone leave the camera running day and night. But there’s no option to let people replay the stream later or rewind to earlier. LINK

Another new feature luring broadcasters to the Facebook Live API platform is geogating, which lets creators “access the same control and customization options we offer for regular videos.” Geogating lets publishers make a video visible only to people in a particular location if that’s where it’s most relevant or they only have limited broadcast rights. They can also set a video to expire after a certain time if they want to achieve added urgency or it only made sense soon after an event happened. There’s also age-gating so only users over a certain age can see a video, which could be important to brands in restricted industries like alcohol who might want to use Live for marketing. LINK

Twitter character count updates (that will come sometime in the future):

  1. @names will no longer count toward the 140-character count (a change designed to make it easier for group conversations)
  2. you can easily Retweet or Quote Tweet yourself
  3. New Tweets that begin with a username will reach all your followers.
  4. Media will no longer count against the 140. LINK

Tv ad money to social LINK

Buy buttons on Instagram and Pinterest haven’t taken off for most retailers. My take: conversions require strong remarketing (paid) strategies that include powerful creative that don’t resemble banner ads… LINK

Teens. Snapchat. LINK

teens snapchat 2016

Twisted is monetizing its Facebook page with branded content. Restaurant chain Yo Sushi is Twisted’s first advertiser. It paid £20,000 ($29,000) for one video tied to the launch of a new menu. For the video, Okonomiyaki, a savory cabbage filled Japanese pancake, will get the Twisted treatment next week, labeled as paid-for by Yo Sushi. For each video Twisted makes with brands, it guarantees 1 million views. If it falls short, it creates another one free of charge. LINK

Content strategies take many forms but the best align brand purpose with compelling stories that solve pain points. Here are some doing it well on TwitterLINK

Creative — organic and paid — should be thumb-stopping; relevant and entertaining to capture interest. Some great examples coming out of brands using paid video ads InstagramLINK 

Branded content studios are hot beds of collaboration & monetization. For fans it means getting a bunch of cool shitThe Players’ Tribune and Budweiser have teamed up for new content studio for videos and photos destined for Facebook, Instagram, Snapchat and other social platforms. The first videos will be “Moments of Greatness,” in which athletes like Boston Celtics guard Isaiah Thomas talk about pivotal moments in their lives in and away from the game; “Fair or Foul,” where athletes weigh in on pop culture topics; and “Pop-A-Shot,” featuring athletes playing the eponymous arcade game. By focusing on short-form, light fare — athletes playing with a piñata, for instance — The Players Tribune hopes to grow its audience on these platforms — and Budweiser will come along for the ride. Budweiser beer and other branded swag are prominently placed at the physical studio location. It will appear in the content produced on-set, such as a video rolling out later this week of Mets pitcher Matt Harvey grilling barbecue with Budweiser beer cans in the background. LINK

Strong believer in partnering with influencers to create original programming and leverage awareness events. LINK

Google is introducing new local search ads across Google.com and Google Maps. If a customer searches for something like “shoe store,” businesses can pay for their location to show up. Google is also introducing “promoted pins,” meaning that a company’s logo will appear on a map, making it easier to identify the nearest Walgreens location, for example. LINK