Study: Most Facebook users aren't clicking on the 'Reactions' buttons

The social giant earlier this year rolled out its expansion of the "like" button with five more emotion-based icons called "reactions," but new researsh shows 97% of users still just click on the iconic thumbs up.

By David Kirkpatrick • May 27, 2016

Mars already has its Super Bowl marketing plans in place

The new NFL hasn’t even kicked off training camp, but Mars has its Snickers versus Skittles Super Bowl advertising plan in place.

By David Kirkpatrick • May 27, 2016

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

By Marketing Dive staff

Brands can now sponsor playlists on Spotify

The music streaming platform now allows brands to sponsor playlists in a move that makes use of its user data to give marketers an option for broad-based audience targeting.

By David Kirkpatrick • May 27, 2016

Twitter pivots away from commerce ads

According to reports, two Twitter executives in charge of business development and media and commerce are leaving the company amid changes in ad strategy.

By David Kirkpatrick • May 27, 2016

Fox's 'Empire' sees brand lift, tune-in intent bump with Snapchat Sponsored Lens

Using campaign measurement tools from Millward Brown, Fox found out its Snapchat Sponsored Lens campaign promoting its TV series "Empire" drove brand awareness by 16 points.

By David Kirkpatrick • May 26, 2016

Why data remains a marketing challenge – and how to tame it

The DMA’s 2016 Statistical Factbook found that data still confounds many marketers, and perhaps the best way to meet the challenge, experts say, is by thinking about training.

By David Kirkpatrick • May 26, 2016

Facebook is axing its FBX retargeting ad exchange

The move to end Facebook’s FBX ad exchange, which retargets audiences on non-Facebook sites, stems from limited utility offered by the desktop-only exchange.

By David Kirkpatrick • May 26, 2016

Instagram's Partner Program now open to media buyers

The social media app's Partner Program was previously open to just ad tech, community management and content marketing.

By David Kirkpatrick • May 25, 2016

Viral Chewbacca video a force for Kohl's with 140m views

Who knew a Chewbacca mask and some unbridled joy could produce Facebook Live’s top clip, ever?

By Daphne Howland • May 25, 2016

Twitter is subtly adding to the 140-character tweet limit

Just a week after news came out that Twitter had plans to change what counts against the 140-character limit for tweets, the social media company made it official.

By David Kirkpatrick • May 25, 2016

Instagram possibly going to offer an option to bump up posts

According to TechCrunch, the latest version of the Instagram app code indicates it has plans to roll out an option to pay to elevate posts on the platform.

By David Kirkpatrick • May 24, 2016

Facebook to show where Live videos get interesting so users can fast forward

For streamed Facebook Live videos, viewers can react in real time with comments and emojis the streamer can see. Now the social network is putting this engagement to use to help viewers find the best parts of Live video.

By David Kirkpatrick • May 24, 2016

Snapchat letting brands take over Sponsored Lenses via new ad unit

The first to take advantage of the new takeover ad was 20th Century Fox, which bought all the lenses on Tuesday to promote its new "X-Men" film.

By David Kirkpatrick • May 24, 2016

Study: Snapchat ads offer marketers better reach than traditional channels

Research by L2 comparing Snapchat and Instagram as advertising channels crowned the messaging app as the more innovative social media platform in terms of ad products.

By David Kirkpatrick • May 24, 2016

How chatbots can drive consumer engagement

Bots have been around for decades and have become ubiquitous in places like China. As the technology gains traction in the U.S., experts warn that developing a customer-centric chatbot strategy is critical.

By David Kirkpatrick • May 23, 2016

RhythmOne launches site for marketers to mingle with influencers

RhythmInfluence, a branded offering under the company’s umbrella, gives marketers a destination to learn about the category and connect with its influencer marketing experts.

By David Kirkpatrick • May 20, 2016

How brands can harness native ads to stand out while blending in

In today’s digital climate—where consumers have made it clear they don’t want intrusive advertising—marketers have to stand out by blending in. JWT's global strategy director talked to Marketing Dive about what that takes. 

By Natalia Angulo • May 19, 2016

Snapchat is getting a new algorithm

For a social media platform and marketer relationship that’s already very much a love/hate affair, Snapchat is about to institute an algorithm that will curate branded content.

By David Kirkpatrick • May 19, 2016

Twitter tests integrating MoPub ads in Twitter Kit timelines

The test means the microblogging site will now allow marketers to directly reach non-Twitter users with tweet ads in third-party apps.

By David Kirkpatrick • May 18, 2016

Native ads expected to account for 74% of ad revenue by 2021

According to BI Intelligence, thanks to social media channels' early adoption of native ad units, the category is forecast to make up almost three-quarters of all ad revenue within five years.

By David Kirkpatrick • May 18, 2016

Most of Facebook's 8B daily video views happen without sound

According to Digiday, multiple publishers, including LittleThings and Mic, report that as high as 85% of video views on Facebook are watched with the sound turned off.

By David Kirkpatrick • May 18, 2016

Study: Marketers aren't engaging customers on social media

According to research from Sprout Social, brands send 23 promotional messages for every one response sent to customers.

By David Kirkpatrick • May 18, 2016

Markerly looks to help make running influencer campaigns in-house easier

The influencer marketing tech firm is launching a platform to help marketers who want to execute influencer campaigns without outsourcing to a third-party vendor.

By David Kirkpatrick • May 18, 2016

Report: Twitter to stop including photos, links in 140-character tweet limit

The change to Twitter's iconic 140-character limit comes as the platform looks to bring in new users and bolster ad revenue. 

By Davide Savenije • May 17, 2016

Pinterest brings back affiliate links

After banning affiliate links last year, Pinterest brought the option back because the company believes it now has better tech in place to avoid spam and other non-user friendly behavior.

By David Kirkpatrick • May 17, 2016