This month’s round up of what matters in social.
Trip Consideration will allows advertisers to identify and target users interested in travelling before they have even chosen a destination, thus having a stronger influence at this stage of the consumer journey. So far, the results have been positive; an airline client who wanted to improve their conversion rate saw a 50% increase in search traffic, despite using lower advertising costs.
According to Instagram’s code, here are the four features that could be arriving soon:
1. Portrait mode for taking images within the app
2. Cinemagraph videos for a users Story
3. ‘Start’ chats to assist in the organisation of conversations and messages
4. Ability to download the data directly from the app
While each feature has code already embedded into the app, they are still unconfirmed by Instagram. However, it is likely at least one of these features will be released soon.
In an effort to battle bots and fake accounts, Twitter is exploring ways to open their verification feature to every legitimate Twitter account.
The iconic blue tick is generally thought of as a prestige feature, but Twitter wants to change that view to help every user distinguish the legitimate from the fake.
YouTube has teamed up with Wikipedia to showcase relevant articles with their content, in an effort to dismantle the wide-spread effect or conspiracy videos.
These ‘Information Cues’ will appear underneath videos that YouTube categorises as a “conspiracy theory that sparks significant debate” such as the Moon Landing.
Snapchat has confirmed that they are testing out a new feature that will allow users to tag friends and other profiles in their pictures and videos. Tagging could be an effective way for influencers and advertisers to direct users to add certain accounts and expand their following in a more efficient way.
For now, this feature is only available to the small amount of users who are testing it, but there is significant excitement for its release.
The new #EmojiJourney campaign encourages users to submit emoji’s that describe their ideal holiday, to receive a personalised map of New Zealand showcasing all the areas that may suit their holiday desires. While this campaign will be launched globally, in four languages, Air New Zealand also hopes to encourage local Kiwis to explore their own backyard.
Margot – Lidl’s new artificially intelligent chatbot assists customers to choose a wine based on their food choice, price or grape preferences. Using Facebook customers can feel more confident about their wine choice, increasing Lidl’s wine sales and ultimately creating a more personal relationship with their customers. A first steps towards a huge growth in using AI within the retail industry, with Lidl leading the way.
H&M Spring 2018 campaign shows actresses Elizabeth Olsen and Winona Ryder dancing through the streets or Buenos Aires. The campaign celebrates women who can express their personalities through the relaxed shapes of the collection and uses a clever creative process showing dancing literally coming out of the YouTube frame.
Watch the video below:
Pepsi’s, ‘Go Back’ campaign inspires nostalgia through virtual reality. Partnering with Google Zoo, the VR scenes replicate iconic Pepsi commercials from the 90s to tap into the viewer’s memories and reminding them of what Pepsi means to their life. Pepsi are planning to continue experimenting with non-traditional advertising channels.
Audi Norway has released an Augmented Reality app that allows for users to visualise the new Quattro in their own homes. This campaign aims to show customers that Audi’s cutting edge technology is not just in their cars, but in the brand’s DNA, as this is the first time a moving advertisement has triggered an AR experience.
Charles Schwab’s series of branded storytelling videos show pivotal moments in the lives of three people who ended up on an unplanned life path, creating an emotional connection with the audience and encouraging them to take ownership of their lives and finances for a better future. With more than 11 million impressions worldwide, the campaign is one of the most successful branded content series ever published on Vimeo.
Watch the videos here: