Every week, the media department delivers digital news, insights and trends directly. We break down buzzwords, provide our POV on current events and share forecasts with our fellow forward-thinking digital marketers. R&R Partners is built on a foundation of unwavering integrity, fierce loyalty, hard work and the relentless pursuit of success for our clients. Success involves being up-to-date on this rapidly changing landscape.
Digital Digest – December 15, 2017
Facebook Shuttering Its Audience Insights API
This news could spell disaster for many third-party vendors who rely on analyzing and making sense of the highly sought-after Facebook’s audience insights data for brands and agencies. It’s no secret that Facebook has a trove of proprietary audience information that many marketers consider to be extremely valuable, such as demographics, interests and granular lifestyle data on its more than 2 billion Facebook and Instagram users. Dissecting that data, however, can be a very daunting task, which is where these vendors have been stepping in and offering strategic and analytical services. The timing of this is interesting, as it’s in the middle of scrutiny involving Russia-backed ads during the 2016 presidential election; Facebook is facing a transparency issue with marketers, and removing this API means less/no more third-party analysis of its data. The Facebook Audience Insights tool is still available for free (for now), which we use for many of our clients at R&R – only its API feed, which currently opens up more in-depth data points that are customizable to outside analytics platforms, is shutting down at the end of the year.
Thoughts by Kris Cichoski, Associate Director of Social Content Publishing
Snapchat Taking a Page from Facebook’s Playbook
Snapchat not only unveiled a look at its new major redesign, but also an algorithm to help grow new users. This new algorithm will surface content based on what Snaps someone opens and the content that they look at, very similar to how Facebook’s curation tools determine the order of how posts are accredited into a newsfeed. The difference is, “The Snapchat solution is to rely on algorithms based on your interests—not on the interests of ‘friends’—and to make sure media companies also profit off the content they produce for our Discover platform,” explains CEO and co-founder Evan Spiegel. He also argues that this self-interest algorithm approach opposed to friends’ interests algorithm will guard against fake news and “mindless scrambles for friends of unworthy distractions.”
No matter how you look at it, either Facebook stole ideas from Snapchat, or Snapchat stole ideas from Facebook, all social platforms function on algorithms. The medium, the packaging and the content for the medium are not born simultaneously. Therefore, all the social platforms are going to continue to evolve and imitate one another in some fashion, until the right packaging of the right content for that medium aligns with the user.
Thoughts by Kendra Tang, Assistant Media Planner/Buyer
Instagram Looks to Split Direct Message into Separate App and Its Snapchat
Just like Facebook, Instagram looks to break out its direct messages in to a stand-alone app called “Direct.” The new app has been released in six countries so far, including: Italy, Israel, Portugal, Turkey, Chile and Uruguay. Direct also mimics the exact layout of Snapchat. When you open Direct, the camera is the first thing you’ll see, just as it is in Snap Inc.’s flagship app. Swipe left, and you’ll see a profile screen where you can access your settings; swipe right, and you’ll go to your messages inbox. It’s basically Snapchat re-arranged, and minus Discover, which is your regular Instagram feed.
Another important thing to note is the rise of messaging apps. Monthly active users have increased every quarter since Q4 of 2011 and surprised the amount of social networking users two years ago. The messaging trend has experienced huge growth, and this growth is an evident concern of Facebook as it concerns Snapchat.
Thoughts by Rick Duncan, Paid Social Media Specialist
Breaking Down a Buzzword: Deep Linking
A traditional link sends users to the home page of a website. On the other hand, a deep link directs to a defined page on a site, a specific product, or a particular piece of content. Deep linking comes in handy, especially when working toward direct-response goals with dynamic creative, sending users to relevant content based on targeting parameters such as location or online behaviors.
Broken down by Mandi Enger, Media Supervisor
Media Terminology: Gross Cost
Traditional gross cost is based on 15 percent markup; broadcast partners will likely transact in gross.