June 16, 2016 Digital Trend Update

News of Note

Facebook will allow desktop users to leave a video as a comment on a post.  The video can be uploaded from the computer or filmed in real-time and sent similarly to an image.  This upgrade follows the altering of the platform’s algorithm to push live videos higher in the consumer’s news feed.  Facebook is yet to confirm when the update will roll out to iOS and Android users and if the video comments will help boost the reach of the original post.

Twitter now lets advertisers target users who tweet a certain emoji. With emoji targeting, Domino’s and Pizza Hut can target people who use the pizza emoji— or brands can chime into the Tour de France conversation by engaging with users who tweet the bicycle emoji. Marketers who want to try this new targeting do not have to wait long; the feature is available globally through select partners including AdParlor, Amobee, HYFN, Perion, SocialCode, and 4C.

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Snapchat will begin publishing ads within a user’s story.  The platform was originally adamant about minimizing advertisements in order to keep younger users engaged.  However, since it’s surge in popularity, Snapchat is looking to monetize views by serving ads between the videos that friends share with each other.  Snapchat received immediate backlash and commented, “As always, we’re being incredibly thoughtful about the experience— we’ll run only top notch creative, and we’ll be careful about how many ads Snapchatters see.  From time to time, we’ll provide a skippable Snap Ads for users who have watched a string of ads at once.”  Initial launch partners include Hollister, P&G, Verizon and Warner Brothers.

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Cultural News

Facebook activated the first Safety Check in the U.S after the Orlando nightclub shooting.  The feature allows Facebook users to confirm they are safe if their location is near the site of a major incident. The platform rolled out the Safety Check for recent tragedies (ie. Attacks in Paris and Brussels) but was yet to activate the feature for a U.S attack. After deploying the feature on Sunday, a Facebook employee wrote, “we hope the people in the area find the tool to be a helpful way to let their friends and family know they’re okay.”

Just for fun…

Facebook unveiled a “Fatherly Love” sticker series in recognition of Father’s Day.  Users will be able to use the stickers in posts and comments beginning on June 16th to recognize important male figures in their lives. These adorable stickers are indicative of Facebook’s increasing efforts to appeal to all generations and engage with topical holiday content in a unique way.

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