Big changes are taking place across the major social channels as they compete to one up each other and rise above the rest.
Brands and marketers need to stay up to date and adapt their campaigns based on updates. Social and digital trends change quickly. In order to lead the pack and get the most out of a campaign, brands must stay current and be ready for more change.
Social Media has become an integral part of nearly all marketing campaigns.
Here is what the major social channels are doing next, along with some insight on how these features affect influencer and celebrity marketing.
Facebook announced that they’ll be releasing an app for influencers to create videos. The feature will operate with Facebook Live and only be accessible to celebrities, journalists and internet influencers, or any other verified accounts.
Brands can integrate themselves with celebrities in an entirely new way through this feature. Current celebrity endorsement avenues include celebrities posting on their Facebook pages or influencers mentioning products or brands in their YouTube videos. The video creation app combines both, creating a new opportunity for brand and celebrity partnerships.
After receiving a lot of criticism from marketers and advertisers who want to use metrics to assess campaigns, Snapchat has tried to match the other social channels in terms of data and analytics. They released the paperclip tool which allows links to be attached to snaps.
This provides brands opportunity to drive more traffic to their websites and measure how much traffic comes from the ads’ placement on Snapchat specifically. When promoting a brand on Snapchat, celebrities can now include a link to whatever the brand chooses right within the snap.
In an attempt to help brands follow the endorsement rules put forth by the FTC, Instagram launched a “paid partnerships” feature. It allows celebrities to clearly mark the posts that feature the partnerships they have with brands.
This feature allows brands to be clear and transparent about endorsements. Using this tool on Instagram will keep brands out of conflict with the FTC.
Across all social media platforms, more tools for data and analytics are being developed. Social channels are accommodating brands’ demands for better marketing outlets and striving to provide the best place for ads.
Using these tools as they are released gives brand marketers opportunity to showcase their campaigns and provides helpful insight for planning future campaigns.
Facebook and Twitter are among channels focusing on live streaming events. This trend is another to follow as it develops. With the decline of TV, this is another potential format for celebrity marketing campaigns to flourish.
photo credit: Anthony Quintano via Flickr