We Are Social’s Monday Mashup #266
Marketing challenges in Western Europe
A poll by the Economist Intelligence Unit has explored the biggest challenges for marketers in Western Europe (France, Germany, UK) over the coming few years. It’s interesting is to see how each market has a different view of where its biggest challenges lie. While the shift to digital was important for all three, in Germany it was the number one concern, mentioned by 47% of respondents. In France, the biggest challenge looks to be ‘acquiring appropriate skills’ (31%), while in the UK it’s that age old issue: budget (52%).
Facebook changes its algorithm to make videos more relevant
Facebook has updated its News Feed algorithm to take into account when somebody expands a video to full screen, unmutes one or opts to watch one in HD. Facebook will show users more videos similar to those they interact with in any of these ways, while the platform will use the interactions to judge which videos should appear higher in other News Feeds. It’s the latest move in an ongoing battle for views between Facebook and other video services, primarily YouTube, and one puts Facebook’s data capabilities to good use.
Facebook to share ad revenue with video creators
It’s been a big week for Facebook’s video war with YouTube. As well as the above algorithm changes, Facebook has announced plans to start sharing ad revenue with video creators at the same rate YouTube already does: 55% goes to the creator. This will happen through its new ‘Suggested Videos’ product, in which ads are played between videos – the revenue from these is then split between all videos played in one session.
The system is being launched with a set of premium content partners, including the NBA, Fox Sports and Funny or Die; Adweek published an interview with the latter’s Vice President of Marketing, Patrick Starzan, which you can read in full here. In it, he discusses Funny or Die’s motivation to increase video views and how creators will change videos to fit the new product.
Facebook tests ‘cost-per-view’ video ad option
More Facebook video news! The network is testing an option for video advertisers to pay only once their ad has been viewed for at least 10 seconds, on a ‘cost-per-view’ basis. It’s aimed at preventing advertisers from feeling short changed, if their ads are technically being ‘viewed’ every time a user scrolls past them.
Twitter adds Personas for ad targeting
Twitter has introduced a set of ‘Personas’, which basically amount to a set of audiences for advertisers to target easily, based on similar attributes. Available personas include millenials, professionals and business decision-makers, of which I would proudly consider myself all three, though others may argue that I am none.
You can now open snaps with a single tap
The most recent Snapchat update for Android and iPhone will give users’ laboured fingers a rest. You’re no longer required to hold your finger down to view snaps and stories, because, as Snapchat CEO Even Spiegel puts it, “It’s just kind of annoying to hold your finger down for so long.” Other minor improvement include the ability add new friends in your vicinity and customise your Skype QR code.
Brands and the Women’s World Cup final
It’s no surprise that the most popular FIFA Women’s World Cup of all time proved a huge marketing opportunity. When USA beat Germany in last week’s semi-final, they received support from a variety of brands. They’ve since gone on to win the final, so clearly it did the trick.
U-S-A. U-S-A. U-S-A. That’s what #TypeChanting sounds like, btw. Congrats! #USWNT pic.twitter.com/qd7x6WfHFu
— Coca-Cola (@CocaCola) July 1, 2015
We’re pretty sure Life’s Rich for the #USWNT after beating the #1 team on their way to the final! #passthelove https://t.co/NiO1sx4PG2 — Ritz crackers (@Ritzcrackers) July 1, 2015
This is not just women’s sports history. This is USA sports history. #SheBelieves #USAvGER pic.twitter.com/no0kI6uSmO
— Downy (@Downy) June 30, 2015
English FA causes uproar with sexist tweet
England were one of the success stories of the Women’s World Cup, finishing in a more than respectable third place. The English FA tried to congratulate the team… but in doing so, they referred to them as “mothers, partners and daughters”. The tweet has since been deleted. Naturally, that didn’t stop some excellent responses from the Twittersphere.
For one event paradigmatic of the discrimination the English women overcame, hard to beat *their own FA* not recognizing them as athletes.
— Michael Caley (@MC_of_A) July 6, 2015
Our #lionesses go back to being professional footballers today, but the FA will always be a bunch of blundering bellends.
— Eddie Robson (@EddieRobson) July 6, 2015
RT @FA: Lionesses families delighted to welcome home their heroes, having not had any proper dinner since World Cup started.
— Rufus Hound (@RufusHound) July 6, 2015
Sprint and T-Mobile CEOs have Twitter spat
What’s worse than when two brands have awkward interaction on Twitter? When two company CEOs do it. Marcelo Claure of Sprint and John Legere of T-Mobile, to the naughty step with you both. Never say ‘u mad bro?’ again.
I give credit to @sprint for swinging the bat when they do – but #allin is a swing and a miss, guys!! #sprintlikehell http://t.co/qDxDoK3BY9
— John Legere (@JohnLegere) July 2, 2015
.@marceloclaure you mad bro?
— John Legere (@JohnLegere) July 2, 2015