Social shorts: Automated content reviews temporarily in place for YouTube, Twitter; Instagram tests ads on IGTV
The social media marketing week in review: A round up of news and announcements you may have missed.
This collection of social media marketing and new hire announcements is a compilation of the past week’s briefs from our daily Marketing Land newsletter. Click here to subscribe and get more news like this delivered to your inbox every morning.
Snapchat’s Here For You
Snapchat fast-tracks new app feature in light of coronavirus. In February, Snapchat originally announced the upcoming launch of Here For You, a new dashboard in the app that shows resources related to mental health – including anxiety, depression, stress, suicidal thoughts, grief, and bullying. The plan was to roll out Here For You in early April, but given the current pandemic climate, Snapchat fast-tracked the release and launched the new feature on March 19.
Snapchat said it will be adding a dedicated ‘coronavirus’ section to Here For You to provide Snapchatters with access to information from credible sources, like the Ad Council, World Health Organization, the CDC, Crisis Text Line, NHS and other partners creating content related to the crisis.
Why we care. Here’s the thing: this isn’t something that marketers can take advantage of. Rather, it’s a prime learning example of how a brand like Snapchat is building products and content that brings value to its core audience (Millennials and Gen Z) without expecting a monetary return. With Millennials becoming a core focus of coronavirus outreach, Snapchat’s move to bring more trustworthy and factual information to its massive audience is proof that small gestures during times like these can go a long way to build trust in the long run.
Twitter echoes YouTube with automated review processes, Instagram tests another camera feature
Twitter’s automated review process. Yesterday, we told you about YouTube’s latest efforts to maintain its content ecosystem with an automated review process during the COVID-19 outbreak. Twitter is following suit with its own moderation process that relies on automation tools to detect and remove violating content. Why we care: As automatic reviews take effect across various platforms, it will be important to keep an eye on your posts in case they are flagged for removal (even if it doesn’t violate policies). Machines aren’t perfect, right? Source: Twitter
Instagram tests a mirror camera effect for Stories. The Facebook-owned platform is experimenting with yet another Stories addition – this time with a new ‘Mirror’ camera mode that splits your screen into varying types of reflected views. Why we care: This is a play straight out of TikTok – and audiences are here for it. Spice things up a bit by employing the new creative feature in your own posts with engaging visual content for your Stories viewers. Source: Social Media Today
Instagram testing IGTV ads, YouTube ditches Trending tab
Instagram tests ads on IGTV. Instagram is gearing up to sell ads on IGTV – its long-form video counterpart to Instagram – in an attempt to strengthen its IGTV monetization efforts and compete with YouTube. Why we care: Unlike YouTube, Instagram doesn’t currently offer a rev-share program for creators – but that’s about to change. With more creators on the platform to monetize content, it will bring more opportunities for advertisers (and more inventory to take advantage of). Source: Bloomberg
YouTube gets rid of Trending tab on mobile, replaces it with Explore. YouTube has officially phased out its Trending tab for a new ‘Explore’ section on the mobile app. The Trending tab isn’t going away altogether and will retain its own button within the Explore page. Why we care: YouTube is leaning into more personalization and customized feeds with the new Explore feed, which could set the stage for deeper, more niche targeting insights for advertisers. Source: The Verge
On the move
Merkle Response Management Group gets a new CEO, Mazda CMO resigns
Digital marketing agency Merkle has announced the appointment of Bill Sayre to CEO of Merkle Response Management Group (RMG), a technology provider focused on nonprofit, government, and commercial sectors. Sayre previously held the role of president of the company and has played a substantial part in leading Merkle RMG with consistent growth, increasing profitability, and long-term retention of customers. Based in Hagerstown, Maryland, Sayre reports directly to David Williams, chairman and CEO of Merkle.
Dino Bernacchi, CMO of Mazda North American Operations, is resigning effective March 20, according to a statement by the company. Brad Audet, the leader of Garage Team Mazda, will temporarily lead the marketing team while a search for a permanent candidate is conducted. Garage Team Mazda is Mazda’s in-house agency.