ICYMI: Snapchat Integrates Bitmoji, Facebook Offering App Event Optimization, Twitter Signs Deal for NBA Livestreaming
This week: Snapchat integrates Bitmoji into its creative features, Twitter and the NBA team up for live basketball coverage, and Facebook launches new app install feature and predicts holiday shopping will be even more mobile-heavy this year.
Snapchat recently acquired personalized emoji app Bitmoji and announced this week the integration of Bitmoji into Snapchat’s stickers feature. Users with Bitmoji accounts can now include cartoon versions of themselves in their Snaps and chats. And, if a Snapchat friend has also linked his Bitmoji account, joint Friendmoji stickers will be available that combine both characters into fun images. This integration marks the first instance of a ‘Log in with Snapchat’ button in an app. App users are used to being prompted to log in with Facebook or Google when opening a new app, but linking their Snapchat profile instead could soon be the new norm.
Facebook is offering a new App Event Optimization feature that will help mobile app advertisers connect with people who are actually likely to download an app and take valuable actions within it. Currently, only 6% of people who download apps are still using them thirty days later. Facebook wants to help mobile apps avoid this drop-off by ensuring marketing reaches the right users. To make this possible, Facebook is releasing dynamic ads and Canvas ads for app installs that will help advertisers reach users who are already interested in their products and give them a sneak peek of what they can expect within the app.
Twitter continues to pursue livestreaming through a new deal with the NBA. The platform will offer live content to both logged-in Twitter users and non-users that will bring basketball fans closer to the action. Unlike its deal with the NFL, Twitter won’t be livestreaming any games — only behind-the-scenes content, highlights, and a weekly pregame show that will hopefully keep users on the platform while they watch the game on TV. Following last week’s live coverage of Wimbledon, the NBA deal will strengthen Twitter’s livestreaming capabilities preceding its $10 million NFL contract for Thursday Night Football game coverage this fall.
There’s no denying it: m-commerce will be huge this holiday season. According to Facebook IQ, mobile purchases increased 33% during the 2015 holiday season, and 60% of omnichannel shoppers plan to start the shopping process on mobile. And these mobile shoppers are increasingly turning to Facebook and Instagram for gift inspiration. Mobile shoppers were 1.7 times more likely to use Facebook to find gift ideas and twice as likely to use Instagram. Millennials in particular see Instagram as a destination for shopping advice and are 4.5 times more likely than other generations to use the app for inspiration. Though it may only be July, 49% of people Facebook surveyed reported planning to start holiday shopping before Black Friday, so brands should plan their social and mobile gift campaigns accordingly.