An Ignoble Experiment: MailChimp adds feature for Facebook ad management

2017/01/27

MailChimp adds feature for Facebook ad management

Research: 68% of Snapchat video spots encourage action | MailChimp adds feature for Facebook ad management | Social Nature focuses on microinfluencers

Created for ignoble.experiment@arconati.us | Web Version

January 27, 2017

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The Big Story

Research: 68% of Snapchat video spots encourage action

(Karen Bleier/Getty Images)

Sixty-eight percent of 53 Snapchat Discover spots studied by Adweek were made up of video that asked users to swipe up to take further action, with the remaining 32% consisting of standard 10-second videos. One-third of advertisers during the three-week research period were entertainment brands such as MTV and Lionsgate, with food brands such as Starbucks also big spenders on the channel.

Adweek (1/26)

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Connecting & Collaborating

MailChimp adds feature for Facebook ad management

MailChimp users can now take advantage of a new feature to buy and manage Facebook ads. The feature could be a sign of things to come for MailChimp, which is planning future integrations with other ad platforms, said CEO Ben Chestnut.

Fast Company online (1/26)

Social Nature focuses on microinfluencers

Social Nature helps marketers with microinfluencer marketing, which focuses on everyday consumers and provides sample products in hopes of positive reviews for small, immediate social networks. "Microinfluencers might have less reach in terms of quantity, but the people who are following them are mainly friends and family and have a deeper connection," CEO Annalea Krebs said.

FoodNavigator (1/26)

Marketer Moments

Pei Wei promotes new wing flavors with social media videos

Gearing up for the Super Bowl, fast casual chain Pei Wei is using a series of videos hosted on its Facebook page to promote three new flavors of its chicken wings. The videos show fans how to prepare the wings and promotes the restaurant's food ordering app as a way for football fans to order food during the game.

MobileCommerceDaily.com (1/26)

Platform News

Twitter bets on live video with Explore, touts news on Instagram Stories

Twitter has swapped out its Moments tab with an Explore feature that prioritizes live video. The company is also tapping Instagram Stories to promote news and live events, encouraging users to return to Twitter to get the full story.

Variety (1/26), The Drum (Glasgow, Scotland) (1/25)

Measurement Matters

Facebook's news feed to boost ranking of longer videos

Facebook has updated its news feed algorithm to prioritize long-form videos based on completion rates. The move is part of Facebook's larger strategy to focus on watch time, which also includes the company trialing midroll video ads for clips that are at least 90 seconds long.

Mashable (1/26), Recode (1/26), Marketing Land (1/26), TechCrunch (1/26)

Social Shareable

US chefs earn historic victory in French culinary competition

For the first time, a team of American chefs has won the Bocuse d'Or culinary competition in Lyon, France. The team's head chef, 33-year-old Mathew Peters of Pennsylvania, took a year off from his job as an executive sous-chef to prepare for the competition.

The New York Times (free-article access for SmartBrief readers) (1/25), Tasting Table (1/25)

The best length for a video is whatever length is required to tell a compelling story that engages people.

Abhishek Bapna, product manager at Facebook, and Seyoung Park, research scientist at Facebook, as quoted by TechCrunch

Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.