Reading up on the most compelling social media, tech, and brand stories is one of the joys of being the editor of Marketing Dive.
From Snapchat's plan to reshape news to Twitter's new video feature, these are the most important stories of the week.
Snapchat had a really good week
The app that initially became infamous as a vehicle for teen sexting is undergoing a renaissance. On Monday, the messaging app came out with a major update — a new feature called 'Discover.' Featuring content from major publishers like Cosmopolitan, National Geographic, People, and Vice, the platform allows media outlets to cover news stories and present features in a quick, punchy format. Snapchat was quick to announce the advertising possibilities on Discover, and big names like T-Mobile, Macy's, and Stride have all purchased ads through the platform. Snapchat may have taken some heat last week for its high price tag on ads, but some big brands apparently still see value.
Immediately on the heels of the unveiling of Discover, AT&T announced plans to create a show on the Snapchat app called 'SnapperHero.' The show is set to star big names from YouTube, Vine, Instagram, and Snapchat as super heroes that act out plot lines submitted by fans.
The two headlines from Snapchat are significant for a couple of reasons. First, Discover is already being praised as a whole new way to tell stories. Harvard's Nieman Journalism Lab already said it could be the future of news. If that turns out to be true, it could also be the future of branded content, which T-Mobile and Macy's are going to try out first. Second, the trend of using Internet celebrities to sell a product — as opposed to TV, music, or movie stars — is only getting hotter. The fact that AT&T chose to leverage Internet celebrities is telling — will Internet celebrities push out more conventional celebrities for brand endorsements? It's a trend to watch, especially after President Obama's campaign to sell his free community college plan through YouTube celebrities.
#Blizzardof2015 was a letdown—just not for marketers
Winter Storm Juno wasn't exactly what meteorologists predicted. But that didn't stop brands from hopping on social media to use the situation to its advantage. After retailers Urban Outfitters, American Apparel, and Gap received criticism for using Hurricane Sandy to drum up publicity with flash sales, you would think it would have been a "lesson learned" for marketers. Not exactly—brands from DiGiorno to Red Vines and Toyota to Banana Republic all chimed in.
The big difference this time around was a clear sensitivity from brands, which didn't happen the last time a life-threatening storm hit the Northeast . Banana Republic and DiGiorno Pizza opted for light-hearted tweets about staying in and keeping warm, and Toyota went for the "stay safe" route. It turns out that it is possible for brands to use social media during extreme weather events, but a heavy dose of sensitivity is a must.
So this means staying in bed + watching netflix, right? #blizzardof2015
— Banana Republic (@BananaRepublic) January 26, 2015
In the rain (or snow or any slippery weather). Pledge to be a safe driver at http://t.co/9ZRZVqzSLS #TeenDrive365 pic.twitter.com/WsP0trYNe1
— Toyota USA (@Toyota) January 26, 2015
#blizzardof2015 Survival Kit: 1. Pizza 2. @Netflix 3. Warm blanket (Optional)
— DiGiorno Pizza (@DiGiornoPizza) January 26, 2015
Native video comes to Twitter
As it becomes increasingly clear that video will play a big role on social media going forward, it was high time for Twitter to do something other than offer users a chance to natively embed Vine videos. On Tuesday, Twitter finally unveiled a new feature on the app that lets users upload natively videos up to 30 seconds in length to the social network. This is an interesting proposition, as the 30-second limit could be a sweet spot for some brands looking to shoot videos on the app, especially since Instagram's limit for videos is 15 seconds.
The big question remains: Do users even want to use Twitter for video? Is social video the realm of Instagram and Facebook alone? Time will tell. In the meantime, check out actor Neil Patrick Harris using the tool to announce news about the upcoming Oscars.
Check out my Twitter video #Oscar exclusive! I gots me a scoop! pic.twitter.com/SGQ3oJHDqZ
— Neil Patrick Harris (@ActuallyNPH) January 27, 2015
What marketers need to know for the Super Bowl
Here's what you should be reading ahead of Super Bowl Sunday:
- Marketing Dive's picks for 6 ads to watch for
- NBC sold out of ads just four days before the game. By most standards, that's late.
- Move over TV — the big game is becoming the biggest day of the year for digital advertising, too.
- Katy Perry? That's pretty cool, but YouTube is hosting its first ever halftime show.
- Newcastle Brown Ale can't advertise during the game, thanks to Anheuser-Busch InBev's exclusive beer advertising rights. But that didn't stop the brand from creating a wildly popular digital ad poking fun at themselves with the help of "Parks and Recreation" star Aubrey Plaza.