ICYMI: Why Snapchat is Here to Stay, Facebook Ad Preferences Update, Twitter Moments Expanded
This week: Ruth Arber, VP of Strategic Accounts, explains why Snapchat is here to stay, Facebook gives users more control over which ads they see, Twitter opens up Moments to brands and influencers, and NBCUniversal and Snapchat ink a deal to place exclusive content from shows in Snapchat Discover.
In the five years since its inception, Snapchat has evolved from a simple app of disappearing photos to a way of life for millennial mobile users. 41% of 18-34 year-olds use the app, making up a significant chunk of Snapchat’s 150 million daily active users. 65% of those users create content every day while spending an average of 25 to 30 minutes in the app. This frequency of usage propelled Snapchat’s number of video views from 8 billion to 10 billion between February and April of 2016. In this piece from Ruth Arber, Adaptly VP of Strategic Accounts, the numbers don’t lie: Snapchat is immensely popular and users are unlikely to tire of it any time soon.
In an effort to make ads more relevant and useful to consumers, Facebook has updated its ad preferences section to allow users to add and remove interests that will in turn inform which ads they are served on the platform. The goal is to encourage users to view ads as something to be appreciated–like those that introduce new products, services, and experiences–rather than blocked. This level of customization will ultimately benefit Facebook users and marketers alike by ensuring that brands’ ads are served to users who are actually interested in seeing them.
Previously limited to an internal curation team and a select group of publishing partners, Twitter Moments is now open to a broader range of content creators. A group of brands, influencers, and partners can now curate Moments, and before long all users will be able to contribute content to the Moments experience. Moments is a format designed to capture and share every angle of an event or topic, so introducing more contributors to the forum will give Twitter users a more comprehensive look at real-time events and trending topics.
Fans of NBC’s “The Voice”, “Saturday Night Live”, “E! News”, and “The Tonight Show With Jimmy Fallon” can look forward to original content from their favorite shows appearing in Snapchat Discover this fall. NBCUniversal and Snapchat announced a multi-year deal that will bring exclusive content and advertising to Snapchat’s 150 million users. “The Voice on Snapchat” will debut first, with other NBC shows to follow soon after. The partnership is designed to help the television network reach millions of fans where they are every day: on social media.