ICYMI: Twitter turns 10, Snapchat adds Discover captions & Facebook daily video metrics
Welcome back to ‘In Case You Missed It’, our weekly blog series. Catch up on everything you need to know about the world of social media advertising:
Ten years ago, Twitter CEO Jack Dorsey tweeted the first ever tweet and the social media giant took off from there. To celebrate a decade of tweets, retweets and hashtags, Twitter published a blog post chronicling the ten ways that marketing has changed because of the platform and thanking the brands that have made Twitter what it is today. From the creation of the hashtag to the birth of real-time marketing, Twitter has revolutionized the way people interact with the world around them. Brands especially have benefitted from the platform, by being able to cultivate an authentic voice and respond to customers on a one-on-one level right in the feed.
As video consumption on mobile phones has become more of an anytime-anywhere activity, social networks have begun opting to include captions on their mobile video content. Facebook introduced captions last year and now Snapchat has followed suit. Publishers can add captions to their Discover content and make the videos audio-optional, which has become almost a requirement for mobile videos based on their frequent on-the-go consumption. According to Facebook, viewers spend 12% more time watching videos when they are captioned, so allowing users to toggle captions will help Snapchat increase view times.
A new Facebook update gives marketers access to day-by-day breakdowns of video metrics on the social networking site. Previously, video metrics included views, 10-second views (views till at least 10 seconds or for shorter clips, 97% of the video), unique viewers, and average percent completion. Daily metrics provide a more granular look at the success of videos in terms of minutes viewed per day, total views per day, and 10-second views per day. This update further enhances the information available to marketers surrounding their Facebook advertising efforts and will help inform strategy for future video campaigns.
Adaptly President Sean O’Neal sat down with Social Media Week after his conference panel with Pinterest and Warby Parker to discuss the inspirational nature of Pinterest as a visual search engine. Pinterest is different from traditional social media platforms in that it is used less for interpersonal interactions and more so for discovering and exploring new content. The visual nature of Pinterest’s search function delivers a unique experience to users in addition to added value for brands looking to reach consumers in the consideration phase of the purchase funnel.