The end of the year has been exciting to say the least. The unfolding drama of the Sony hack has been top of mind for many, but through the media milieu of conspiracy theories and desperate streaming attempts, news unrelated to the event has made its way to press.
With the New Year just ahead, companies are embracing innovative techniques to use what they know about their users to win new business in 2015. This week Twitter rolled out an expansion of its analytics features to cater to a more mobile audience, while Facebook became top dog in the online video space with Apple’s holiday campaign earning more viewership than Youtube. Brands like PayPal are pioneering influencer programs, translating online data to offline experiences. And finally, social platforms are cracking down on spam accounts as paid media becomes more important.
Twitter expanded analytics capabilities to enable folks to track tweet activity on their mobile devices. According to TechCrunch, Twitter Users Can Now Track Tweet Impressions, Engagement Numbers Right In The iOS App. The expansion affects the analytics dash that Twitter opened to the public earlier this year. The change will show high level data like impressions, engagement, etc. but with a twist. The data shown will be different for each tweet, showing only those that are “notable enough” to share.
Apologies, dear Android users: the feature is currently only available for iOS. Twitter promised Android access is on its way.
In other news, Digiday reports that For Apple’s holiday ad, Facebook video outperforms YouTube. The organic ad was played 1.1 million times since publication December 1. According to the aforementioned article, the ad has earned 77,000 likes, 21,000 comments and over 45,000 shares. The same video was published to Youtube in a paid campaign. Although the ad was seen 2.9 million times, the video earned only 8,100 likes, 1,100 comments and 9,700 shares, making Facebook the best bang for your marketing buck.
Influencers are important, and this year Paypal has taken it to the next level. Digiday reports that PayPal auctions ‘epic’ experiences for the holidays. Based on insights into the interests and desires of millennials, the company launched an influencer program and auctioned experiences suited to the interests of their target audience. Private surfing lesson in Miami? Sign me up.
If you’ve ventured into paid social, your nemesis is in spam accounts. The “bots” add followers, but cost advertisers. In an effort to improve integrity, Engadget reports that Instagram purges spam fake accounts. As paid becomes more popular on the platform, the move will provide some reassurance to advertisers that their marketing dollars are hitting real eyeballs. Engadget reports in the previously referenced article that Instagram was cleansed of roughly 19 million followers.
Cheers to the New Year!
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