Snapchat Memories + FTC Cracking Down + The Differences Between Instagram & Facebook Users
This week sounds like same old same old: social network updates, FTC crackdowns, and influencer marketing skepticism continues. Snapchat is updating the user experience-- and their whole value proposition in a sense-- while Facebook is helping marketers understand how users interact with their platforms Facebook and Instagram. People are debating whether or not influencer marketing is legit and the FTC is just trying to make sure people do it according to the law. Read these stories and subscribe to the SEEN blog to learn more about visual influencer marketing.
Snapchat has recently released a new feature to their platform, ‘Memories’. Memories enables users of the app to save and review all of the snaps they’ve shared with their followers. Though you could always save your snaps, this provides users a much more organized and meaningful experience for viewing previous snaps.
Memories still keeps some of Snapchat’s focus on privacy in mind with features like “My Eyes Only” which hide snaps while you’re viewing them. But this is a big shift from Snapchat’s original intentions of making photos and videos completely disappear. The hope is that this will increase the ‘explorability’ of the app and increase engagement.
After punishing retailer Lorde & Taylor and gaming network Machinima over disclosure issues, the FTC has gone after Warner Brothers. The entertainment company used influencers who failed to properly disclose their involvement in the promotion of the game, “Middle Earth: Shadow of Mordor.” Warner Brothers is the largest company to be hit with these punishments, showing no one is above the law when it comes to divulging sponsorship.
This is another move in the FTC’s efforts to ensure transparency in the industry. Companies can’t fake organic promotion with influencers and need to provide full disclosure of payments and involvement. We’ve seen big influencers like Kim Kardashian get hit with the punishments and now we’re seeing a big company get reprimanded. We’ve outlined the FTC’s rules before, make sure you’re following these with all of your promoted content.
Ever have trouble deciding which channel is right for which piece of content? Well, Facebook released new data to help you understand the different wants of Facebook and Instagram users. Both networks drive lots of traffic and engagement for brands. The new reports identify the motivations of users-- what kind of content they turn to the channel for-- and break those groups down based on demographics and interests.
Data directly from the networks like this can be an immensely helpful resource to guide your sharing. Leverage this knowledge to expertly tailor your posts on the two channels.
In response to Dom Burch's piece on working with influencers, James Stafford explains his position on why influencer marketing isn’t “bullshit”. Burch’s article explains some of the issues that have come from the brand forays into influencer marketing. And in response, Stafford explains how these can be - and are - avoided when doing influencer marketing the right way. We recommend giving both a read to understand the drawbacks to doing influencer marketing the wrong way and how to dodge them.
We’ve found that a lot of the spammy content that’s giving influencer marketing a bad name is coming from influencers and brands who are trying to take the easy way out. It’s important to go into influencer marketing with the right intentions and strategies if you want to be successful. Influencers should be used to build trust and loyalty with your brand. Download our guide on Instagram influencer campaign planning to understand how to do this right.