We Are Social Asia Midweek Mashup #175


From a dating app to a social network
Started in 2011, China’s Momo was a location-based dating app for young people to meet and chat with potential dates. Today, Momo has shifted its focus to brand itself as a social network for young people. What makes the social network different from the likes of Facebook is that it specially caters to young people as a platform for them to make meaningful connections.

Daily active users on Facebook in Asia up 25%
Following the release of its recent Q1 report, Facebook revealed that there are 470 million monthly active users (MAUs) in Asia Pacific alone. Out of these 470 million users, 270 million are reported to be daily active users (DAUs) – up 25% in the past year. While looking at monthly active users (MAUs) is useful, the number of DAUs gives a better understanding of how active Facebook users are.

Social media matters to complainers
Social media’s importance is increasing for one of the world’s favourite pastimes: complaining. A survey of over 2,000 people by the Institute of Customer Service found that 12% had used social media to complain, an eightfold increase since January 2014. Another 39% said they’d provided feedback on social and 31% had made pre-sales enquiries.

Pinterest and planning for purchases
Pinterest is for planners. A survey conducted by the network found that its users are 47% more likely to experience a major life event in the next six months and it seems thatPinterest is where they head to plan. Of those who have used Pinterest in the last six months, 96% used it to gather information, 93% to plan for purchases and 87% found that engagement helped them decide what to buy.

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Google includes tweets in mobile search results
Twitter and Google’s integration continues apace, as the latter has announced it isadding tweets to search results on mobile, via the iPhone and Android apps and mobile browsers. Here’s the move illustrated by two screenshots and both company logos, in case you weren’t sure which Google and Twitter we meant.


Twitter rolls out new desktop search interface
If you like searching for tweets, this is 100% ‘your week’. Not only have you got the Google news above, but Twitter itself has rolled out its new results interface on desktop, with an updated design, increased emphasis on images and advanced filtering capabilities.


YouTube brings ‘click to shop’ button to pre-rolls
YouTube is adding a ‘click to shop’ button onto pre-roll ads; it’s already seen success in trials. Wayfair’s latest ad campaign, which included the button, led to three times the digital revenue of previous campaigns, while Sephora noted an 80% increase in brand consideration and 54% in brand recall.

Pinterest launches animated ad unit
Pinterest is upping its ads offering, with the announcement of new targeting abilities and an animated ad unit. If you want to know more AND kill 44 seconds, the below video is just the ticket.

Spotify adds video clips and audio shows
Spotify announced a set of updates, including video content and audio shows, from news and podcasts to entertainment videos. It also has a set of new partners, including Turner, ABC, BBC, ESPN, NBC, TED, MTV, Vice, Slate, Comedy Central and Fusion.

Marketers and Tinder prove the perfect match
Dating apps and Tinder in particular are proving an increasing opportunity for marketers. Film studio 20th Century Fox is promoting its latest movie, Spy, by setting up advanced screenings in certain US cinemas, which users can RSVP to attend byswiping right on one of four fake Tinder accounts. Similarly, the dating app is offering Zedd’s new album for a discounted price of $3.99 to users who swipe right on the singer.

Kik ads prove successful for K-Swiss
K-Swiss is back and it’s using Kik, the messenger app, as part of its ‘comeback story’. The footwear brand has created a campaign starring Diplo, the DJ, composed of one-minute video ads on Kik, which users can choose to watch in exchange for Kik points. So far, those who have watched an ad are reporting 25 times higher brand awareness, while 55% expressed purchase intent.


Roadshow Films and We Are Social create ‘Mod Max’
Roadshow Films and We Are Social have partnered with Mighty Car Mods, a set of YouTube influencers, to create a four-part YouTube series in which they build the car from the film Mad Max. Dubbed ‘Mod Max’ (yeah? yeah?) it’s an excellent example of creating a content series around a hook that is guaranteed to interest your target audience.

Ella’s Kitchen creates YouTube channel for parents
Ella’s Kitchen has launched a new YouTube channel aimed at parents who are attempting to move their children onto solid foods. The channel will include hints, tips and recipes, all of which will look to reduce the mess from the process.

Barack Obama gets personal Twitter account
Barack Obama has his own Twitter handle! It’s @POTUS, if you’re wondering. We’re not sure what happens to it after his tenure finishes, but, if he does struggle to find a new gig, we reckon it’s worth a few bob at least.