An Ignoble Experiment: Big brands can't afford to miss out on Snapchat filters

Big brands can't afford to miss out on Snapchat filters | There's no escape from social algorithms | Stop trying to go social, Facebook travel chief says

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March 29, 2016

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The Big Story

Big brands can't afford to miss out on Snapchat filters

(Lionel Bonaventure/Getty Images)

Snapchat filters are all the rage among millennials and among big brands that want their attention, Jillian Hausmann writes. Sponsored filters don't come cheap, but when done well, there's no better way to put a product or brand in front of young, Web-savvy consumers. "If your company has the wherewithal and budget, now is the time to invest in a sponsored Snapchat filter," Hausmann writes.

Advertising Age (tiered subscription model) (3/28)

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Connecting & Collaborating

There's no escape from social algorithms

Social networks are increasingly using algorithms to decide which content to put in front of users, and, like it or not, that isn't going to change, Kia Kokalitcheva writes. Without some kind of automated sorting, users miss too much of what's posted, affecting engagement and making effective advertising harder. "[I]n the end, it's all about ads," Kokalitcheva writes.

Fortune (3/28)

Stop trying to go social, Facebook travel chief says

Facebook is changing the way the travel industry markets itself, but the most successful companies aren't treating going social as their primary goal, says Lee McCabe, global head of travel. "The businesses that ... work well with Facebook now have the objectives they've had for the past 10 years," he said. "They focus on brand and performance."

The Sydney Morning Herald (Australia) (3/28)

How social media can be tapped for social good

Heifer International uses the power of social media for social good by helping communities and individuals raise donations for good causes. The company reacts swiftly to consumer mentions or questions on social, with most comments receiving a reply within 20 minutes.

Adweek (3/28)

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Marketer Moments

Sanders, Cruz lead the way with Facebook Canvas

Facebook Canvas hasn't proved a big hit with brands, but presidential candidates, including Sens. Ted Cruz and Bernie Sanders, are making a big impression with the service. Sanders was first to use a full Canvas campaign, reaching 750,000 people in Iowa and 330,000 people in New Hampshire at a cost of $525,000.

Digiday.com (3/28)

Five Ways to Spot Fakes and Identify Real Influencers.
Real influence is measured by a person's ability to influence others' sentiments of a certain brand and drive sales — not their number of Twitter followers. Learn how to spot a fake and identify real influence.

Platform News

Periscope racks up 200 million broadcasts

Twitter's Periscope has hit 200 million broadcasts, and 100 million of those occurred in the past three months. Daily viewing on the live-streaming platform is up 91% since August.

VentureBeat (3/28)

Competitive Brand Analysis: J.Crew vs. Anthropologie
Crimson Hexagon's social media analysis of two retail & e-commerce leaders compares brand audience, sentiment, and trending topics for 2014 to surface insights that can help the brands better market to their target consumers. To learn why it's critical for marketers to see comparative & deep dive brand-specific analyses, get the full study here.

Measurement Matters

Instagram is a draw for US moms

Instagram (Josh Edelson/AFP/Getty Images)

A quarter of American female Instagram users over the age of 18 are mothers, according to the company. Additionally, 93% of mothers who are on the network use it at least once a week, and 68% use it every day. Over 50% of moms follow brands on the platform.

Adweek (3/28)

Why working more doesn't mean more work done.
Despite an expanded workday and workweek as well as huge investments in technology, productivity is still down. We need to reengineer how people, process, and technology can work better together. So work itself can work better.

Social Shareable

Seattle's #ManInTree faces charges after descent

A man who sparked a social media craze by spending 25 hours in an 80-foot-tall giant sequoia in Seattle is facing charges. Officials say the stunt, which has not been explained, caused "an incalculable waste of time and services." They are seeking an injunction to prevent the man from approaching the tree again.

Reuters (3/28)

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[D]espite anyone's complaints, algorithmic filtering is inevitable.

Kia Kokalitcheva, writing for Fortune

Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, the community for social media leaders at the world's greatest brands.