#SocialSkim: #LoveWins Across Social, Plus More Stories in This Week’s Roundup


We look at how the Supreme Court’s thumbs up for same-sex marriage seized the social sphere (and transformed all your social feeds into rainbows). Find out how to access Buyable Pins and Facebook Messenger payments, learn about Facebook’s ad-revenue-share offer, and hear Mark Zuckerberg’s incendiary theory about where social is headed. Skim to stay in social shape!

All those colors make up love. The Supreme Court ruled that same-sex marriages should be recognized nationwide—just in time to wrap up Pride month. To fete the news, Facebook created a rainbow filter that people could use to update their profile pictures and spread the message.

Over 26 million people worldwide, including celebs Arnold Schwarzenegger and Leo DiCaprio, updated their pics accordingly. The pics got over 500 million likes and comments, resulting in more than 565 million interactions, by Monday morning.

Meanwhile, Twitter created special emoji to accompany the hashtags #Pride and #LoveWins. And the most engaging brands around the topics included Ben & Jerry’s, Target, and Honey Maid.

1. Facebook’s offering a revenue share

YouTube must be trembling. Facebook plans to offer a 55% revenue share for ads that appear near content in its upcoming Suggested Video feed. The model will go live this fall among a selection of creators, including the NBA, Fox Sports, and Funny or Die.

Per Facebook’s Dan Rose, “Partners say they’d publish a lot more if they could get benefit of distribution but also make money.” Well, that’s something YouTube’s known for a while.

2. Buyable Pins are now in the wild

On your marks, e-tailers! Buyable Pins are now available for US Pinterest users on iPhone and iPad. Pins featuring a blue price mean you can buy the product featured. You can also filter by price and swipe through color options. And if you don’t feel like buying now, a Favorite option lets you save for later.

To facilitate discovery of the feature, Pinterest’s created a Shop Our Picks category that lets users browse through “the best hand-picked products on Pinterest.” In the next few weeks, over 30 million pins from brands like Macy’s, Neiman Marcus, and Nordstrom will go Buyable. This blog post has more details and step-by-step videos on how the various features work.

3. Facebook Messenger payments opens to the US

A post from Facebook’s David Marcus announced that Messenger users within the US can now take advantage of P2P (person-to-person) payments via the service. To use it, just add your debit card to your account. It isn’t yet clear how the feature will roll out among Brand pages, but we’re sure it’s coming.

We’re happy to announce that Messenger person-to-person payments are now available to everyone in the U.S.! Add your…

Posted by David Marcus on Tuesday, June 30, 2015

4. The future of Facebook? Telepathy

During a Facebook Q&A, Mark Zuckerberg divulged where he thinks social’s headed: “I believe we’ll be able to send full rich thoughts to each other directly using technology. You’ll just be able to think of something and your friends will immediately be able to experience it too if you’d like. This would be the ultimate communication technology.”

That’s a tall order, but it’s apparently where he’d like Facebook to head, given that, in his view, people “are gaining the power to communicate more frequently” and “share in richer and richer ways.” Naturally, he was less clear on how the ‘Book’s TOS would define the ownership of thoughts…

5. Snapchat changes the way you watch Snaps (finally!)

To watch Snaps or Stories, Snapchat users had to press and hold on the screen—a frustrating feature. A new Tap to View feature means you merely have to tap to view the content (thanks for saving our thumbs!).

Other new features include Add Nearby, which lets you easily add friends who are with you right then and there; the ability to add a selfie to your Snapcode so people can recognize you when you add them; and two-factor authentication, so it’s harder for you to get hacked.

6. One Skype meeting to rule them all

Microsoft’s announced a new feature in Skype for Business: the ability to make mass video calls across the Web. You’ll be able to broadcast to up to 10,000 people in one go if you wish—but to test it, you must be an Office 365 enterprise subscriber.

If that’s you, register for access to Skype Meeting Broadcast, and hold a town hall grok-fest unlike any you’ve had before. Features also include the ability to take feedback from attendees using Yammer, and Bing Pulse sentiment tracking.

7. Need to power up your Stars and Stripes?

Unmetric’s created an infographic that provides five simple steps to creating engaging 4th of July content for social.

We like it because in addition to useful tips like factoring in time available and using data it also provides a lot of context—like how many posts you’re likely to be competing with on both Facebook and Twitter (11,000 and 22,000, respectively).

It also highlights the posts that have been most engaging over the last few years. (Bud Light nailed it on Twitter last year with an emoji American flag.)

8. Handy SlideShare features you might not’ve heard of

SlideShare’s among the Top 100 most-visited sites on the Web and provides a rich way to share brand stories… except that only 15% of marketers use it.

So Barry Feldman built an infographic that walks you through what SlideShare can offer, highlighting 26 features you’ll find useful: Rich analytics, a way to generate leads, and the ability to publish on LinkedIn (thereby enriching your profile content) are just three. Dig in.

Below, a SlideShare that’ll whet your appetite.

Traits of a High Performing Office Culture
from Irvin Goldman

9. Insider tips on upping your Instagram double-taps

Now that Instagram’s an open market for advertisers, you’ll want to improve your social photography chops. Here are a few tips to improve your growth and activity.

They include posting at least once a day and studying (and holding on to) the hashtags that will serve you best. (Discovery on Instagram happens overwhelmingly via hashtags, and interactions are highest when a post features at least 11 of them.)

Another thing that works well? Asking users to tag a friend, and using the right filters (higher exposure, warm temperatures, and higher contrast tend to score more love. Interestingly, warmth gets the most comments).

10. We’ll wrap with an innovative idea

For its latest song, “Save Me,” Canadian band Keys N Krates joined forces with Vice and mobile provider Fido to create something totally unique: a music video that feels like a social network and is meant to be consumed via mobile.

The video basically consists of what seem like a series of ambient GIFs, and to see all of them you have to scroll down (kind of like Instagram). To play with it, open mobilemusicvideo.ca from your mobile phone.

How can social inspire the way you think about content?

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#SocialSkim: Instagram Carousel Ads Debut, Plus 10 More Stories in This Week’s Roundup


All of life’s a glass menagerie. This week, watch Don Draper get divorced on Facebook, and learn all about the just-released carousel ads for Instagram. And look… Facebook just brought Messenger to the Web—finally! Skim to keep the tables turning.

Instagram Carousel Ads are here!

At long last… and partners include Banana Republic, Old Navy, Showtime, L’Oréal Paris, and Samsung. Carousel Ads let people scroll horizontally through an “album” of photos, after which you can drive them to a page where they can learn more or purchase. Check out examples of how advertisers have used them.

1. Don Draper’s social media activity

In case you ever wondered what that might look like, Vanity Fair’s jumped on the launch of the last half of the last Mad Men season with “Don Draper Gets Divorced on Facebook.” It’s a fun way to relive the ’60s-era ad man’s trajectory across the platforms people love both openly (like Twitter) and secretly (like AdultFriendFinder). You even get to see Don lurk all over Megan’s Facebook pics. Way to seize the moment!

2. Say hello to Facebook Messenger for the Web

You’ll find it at messenger.com , and it’s a fuller-sized version of what you see when you check Facebook messages, which transforms Messenger into a competitor to Google Hangouts or even Skype (you can make calls and video-chat).

Don’t worry… unlike on your phone, Facebook won’t cut Messages away from its core page, but it wanted to create a way for people to access missives without getting lost in the time-suck that is the News Feed.

In the weeks to come, expect to see new languages, payments, and third-party apps roll out—making it a possible hotspot for monetary exchanges and other peer-to-peer activities for people who want to use them without getting lost on some old high school friend’s profile.

Traffic to the site is heavy: Just hours after launch, it was already down.

3. A little push for Instagrammers people love

In addition to carousel ads, Instagram also released post notifications, which gives people the option of receiving push messaging when accounts they love upload new photos or videos.

Other additions include two new filters: Color, which lets you “tint the highlights or shadows” in a photo; and Fade, which lets you soften colors. Your inner art director just squealed.

4. How do Millennial B2B buyers behave differently?

An IBM report details the difference between Gen-Yers, Gen-Xers, and Baby Boomers in relation to making B2B purchases.

The findings may surprise you: When they’re researching products and services, the information Millennials most rely on comes from the vendors themselves! Gen-Xers, on the other hand, rely most heavily on third-party articles, blogs, and reviews. (Baby Boomers love tradeshows.)

Because of that key difference, Millennials most value communicating with vendors. But don’t lace up your door-to-door shoes: They’d rather do it remotely, with 69% preferring email. Only 24% want to meet face-to-face.

5. YouTube ads get more interactive

YouTube’s adding interactive cards to its TrueView video ads, which lets marketers add information to in-stream advertising in the form of overlays. That makes it possible for viewers to take an action after the ad (instead of just skipping it), creating a new opportunity to engage them: Drive them to more details, products, related videos, playlists, and—eventually—also to your website. As the advertiser, you’ll be charged for either a view or a click, not both.

6. YouTube contemplates an ad-free subscription model

In a letter to video creators, YouTube CEO Susan Wojcicki said the company plans to offer fans “an ads-free version of YouTube for a monthly fee.” Advertisers will not be able to opt out… but, the letter adds, “we’re confident this latest contract update will excite your fans and generate a previously untapped, additional source of revenue for you.” We’ll see about that.

7. More reasons to stay on LinkedIn

It purchased online education platform Lynda.com, which lets people watch videos and get training in business, animation, design, photography, and more.

This $ 1.5 billion acquisition will likely increase the amount of skills development content that appears on the site, hopefully hiking up the time professionals spend there. Related advertising costs on LinkedIn might see a bump as a result—but you may also be able to reach people who are training in the skills you need.

8. Teens love Facebook after all… and tweet less than you think

A Pew study on teen social networking activity finds that Americans age 13-17 still use Facebook the most of any other socnet, at 71%. At a close second is Instagram (52%), followed by the rapidly growing Snapchat (41%). Here’s the bigger shocker: Twitter and Google+ are tied in fourth place, at 33%.

However, teens also divvying-up their social time, with 71% using more than one site out of the seven networks they were asked about. So it still pays to diversify… but you’ll still need to pay to stay visible on Facebook.

9. The key trends of 2015

Facebook summed up Ad Week Europe’s trends in this short-but-sweet article, with a more visual and detailed expansion of the themes here. A few points worth noting: For consumers today, the small screen comes first (so ensure your messaging is mobile-friendly). Visual communications, like video and photos (but especially video!), are crucial. And your integrity remains your biggest currency—especially on social.

10. We’ll wrap with a song of PR and social

Think “Game of Thrones” is fiercely competitive? Compare it to the social sphere, where battles for dominance have altered the playing field unrecognizably in just eight years.

SHIFT VP of Marketing Technology Chris Penn writes that in 2007 SHIFT CEO Todd Defren commissioned a map of social media platforms to better visualize the space. The map featured huge swathes of space devoted to MySpace, with smaller portions cut out for Friendster, Classmates.com, and Xanga. Facebook was competing for territory with LiveJournal:

In an updated version of the map, that same universe has seen huge tectonic shifts: Google and Facebook have their own respective thrones, flanked by the smaller kingdoms of LinkedIn, Instagram, Twitter, and Tumblr.

Most interestingly, the sea is no longer dotted with fringe communities; instead, it neatly divides the massive continents of Western World social and Chinese social. How will things look in another eight years?

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