This week's 'Skim is all about maximizing views and visibility. Ephemeral-messaging app Snapchat has done the impossible and overtaken Facebook in daily video views, and it has signed an unprecedented deal with NBC to give the Olympics a Snapchat makeover.
We'll also give you the scoop on Facebook Messenger's plans to bring users disappearing messages, and share tips and tricks to create social media contests that convert. Skim to stay sharp!
Snapchat outdoes Facebook and signs first-of-a-kind deal for 2016 Olympic Games
How many views does Snapchat get per day? Oh, just 10 billion. That's right, the numbers are in, and they may mean Snapchat has officially declared war on Facebook, with both social networks vying to be No. 1 for video. Between Snapchat's video traffic more than doubling in a year's time, and the fact that among teenagers the app beats out every other social media, including Facebook, Twitter, and Instagram, Snapchat appears ready to take on all comers.
NBC did the math and knows that 10 billion video views is a lot, which is probably why the TV network has—for the first time ever—agreed to share video from the 2016 Summer Games with an outside entity.
Snapchat will dedicate a live story channel to the coverage, and BuzzFeed will curate short clips and behind-the-scenes content in a Discovery channel on the app. NBC hopes Snapchat's young viewers will get interested in the athletes' stories and triumphs throughout the competition, and then follow the saga on TV or NBC's website. Millennials appear to be setting Snapchat up for Olympic gold...
1. Facebook Messenger could soon bring disappearing messages to all
The social network previously began testing the Snapchat-like feature in France last November, but new screenshots suggest it's rolling out to more users, which could mean it will soon be available to everyone.
The screenshots also reveal that users will have the ability to make messages disappear at different time intervals, ranging from one minute to one day. Facebook has yet to confirm plans to expand the capability, but the company is certainly once again testing the ephemeral messaging waters after shuttering its standalone Slingshot app last year.
More screenshots about disappearing messages (and shared links section).
— iOSAppChanges (@iOSAppChanges) May 1, 2016
Thanks @Geek_Break.@WABetaInfo #Messenger pic.twitter.com/MDWjsqdhID
2. Twitter now considers itself a news app, climbs to No. 1 in iTunes App Store
Twitter redefined itself last week after releasing some dismal quarterly results, changing how its app is categorized in Apple's App Store and moving from the Social Networks section to the News section, where it's now ranked in the top spot.
The change doesn't indicate a shift in direction or strategy for the social network, but rather a way to increase visibility and push some extra downloads. After all, the app's No. 1 position in News could potentially increase the app's overall ranking, pushing it up from its current #28 spot in the Free apps category.
It's a clever move for the social (news) network, though unlikely to ease investors' concerns about the company's future.
3. Pinterest wants to lure brands with new metrics
The image bookmarking service will now help brands see just how their Promoted Pin campaigns affect brand awareness, favorability, and purchase intent. New metrics give marketers access to insights apart from the impressions, clicks, and repin stats previously provided by the company.
Walgreens and L'Oreal have already dipped into the new figures and have apparently seen promising results. Walgreens noted a more than 15% lift in brand favorability, and L'Oreal indicated a 25% increase in purchase intent.
With 83% of active Pinterest users saying they've purchased something simply because they were on the site, numbers like those will play a crucial role in helping brands develop campaigns that perform well on the platform.
4. Snapchat now offers in-app e-commerce ads
Target and Lancome burst onto the Snapchat scene with the app's first shoppable ads, each boosted with 10-second calls to action that instruct viewers to swipe for more. The actions pull up loading screens with the retailer's mobile sites so users can shop without ever having to leave Snapchat.
Creative is still limited on the platform, however, because ads, like content, are limited to 10 seconds in length. Would you consider buying something directly within Snapchat itself?
