Snapchat's "Strategies for the Next Normal" report shows that users create an average of 4 billion snaps per day and more than 180 million interact with augmented reality. The social platform also predicts an increase in mobile e-commerce, QR codes and augmented reality marketing tools during 2021.
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Snapchat, Instagram and TikTok became worldwide social platform darlings during 2020 by providing lighthearted, organic material as an escape from the news, writes Michael Boccacino. Brand safety is another benefit of the trend toward looking on the bright side, with Pinterest joining TikTok in emphasizing that feature.
Upscale brands such as Dior, Fendi, Balenciaga, Louis Vuitton and Stella McCartney are increasingly testing the TikTok waters but are struggling to amass followers and their fit on a platform known for more organic and less polished content, writes Danny Parisi. Gucci has had some success when it departed from its more manufactured activations and hosted and reposted lighthearted videos of users pretending to be brand models, one of which generated nearly 6 million views.
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Twitter is marking the end of 2020 with an out-of-home campaign featuring real tweets from users that showcase how people have been "tweeting through the pain" to cope during a difficult year. The push includes billboards and murals in Los Angeles, New York, Philadelphia, San Francisco and Oakland, Calif., and Twitter's Robin Tilotta explains, "These are the tweets that connected and uplifted us."
The latest version of Twitter API has been released with early support for developer functions related to Twitter's conversation controls, which enable users to specify who can reply to tweets. Multiple other endpoints are also being rolled out to enable various forms of tweet collection and monitoring that can help developers analyze Twitter networks and examine the spread of information.
The number of social media users in 2020 exceeded pre-pandemic forecasts by 150 million, eMarketer reports. The research firm predicts that Facebook will maintain its current dominant position among platforms, and Instagram will grow the fastest.
A video shared by The Feel Good Page on Twitter that shows a toddler playing with four puppies has gone viral, attracting more than 46,000 views. The clip shows the little boy giggling as the puppies vie for his attention.
As platforms evolve and competition intensifies, brands must continually update messaging and develop upbeat and socially aware content that caters to different experiences and communities.
Michael Boccacino, director of content partnerships at TheSoul Publishing, writing for Adweek
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