R&R Partners DIGITAL DIGEST October 17, 2017

Every Tuesday, 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.

Twitter Is Combatting Information Overload

Top requested feature in beta.

Twitter is combatting the term “information overload” by giving users the ability to bookmark tweets to read later. Implementing this function will now give users the ability to digest content on their own time while still scrolling through their timeline. Twitter is currently receiving user feedback before it pushes out a final version of this “top requested” feature.

Thoughts by Rick Duncan, Assistant Media Planner/Buyer

Where Did All the TV Viewers Go?

Gen X and Millennials move away from traditional TV.

Would it surprise you if I said that nearly 50% of Gen Xers and Millennials don’t watch any traditional TV anymore? If so, you need to rethink your approach to TV because according to a new study, this group is watching TV content on streaming platforms that didn’t exist just a handful of years ago. These groups are still watching TV content, they’re just doing it in places where measurement is more difficult and viewership is extremely fragmented. Case in point: The study says that “less than one-third of the TV and video watched by Millennials and Gen Xers is accounted for by traditional measurements.” It’s time for agencies and clients to rethink their approach to TV viewership, because our audience sure has.

Thoughts by Chris Evans, Corporate Media Director

FTC’s Latest Crackdown on Influencer Marketing

#ad or #sponsored. No funny business.

The FTC recently updated its guidelines to provide more clarity into what specific language creators can and cannot use when working with brands on sponsored content. The four big takeaways include:

  1. Clever hashtags don’t cut it: Don’t create grey areas like #sp, #spon, #partner and #partnership.
  2. There is no such thing as free lunch: Even if influencers get free goods from brands and not asked to post, they still need to note that they got that item for free from the brand if they share.
  3. Definitions vary by platform: Every platform has its own branded content resource, but not all actually address FTC’s guidelines, such as Facebook.
  4. Celebs aren’t like the rest of us: If the person is a celebrity, and they’re endorsed by a brand, then they don’t have to use hashtags because it is implied they’re being paid. Totally fair.

Sounds like the FTC just needs to create universal guidelines for all platforms and make them apply to everyone, not just influencers trying to make a career.

Thoughts by Trisha Stecker, Digital Associate Media Director

Breaking Down a Buzzword: Social Media Listening

The process of identifying and assessing what is being said about a company, individual, product or brand on social media. There are many social media listening tools available to help you zero in on the right conversations and address customer service issues.

Broken down by Trisha Stecker, Digital Associate Media Director

Media Terminology: Full-Episode Player (FEP)

Similar to VOD (video on demand), these are placements on premium websites where people might go to watch last night’s full episode of a sitcom.