The Pit Stop: Social Media Moves Fast. Refuel to Keep Up.

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  • February 27, 2018
  • Carly Ilvento

Like dancing toddlers on The Ellen Show, I also have some adorable, top-tier guests on the Pit Stop giving us social media updates this week. Candice Garcia is a pizza, pitbull, and fitness enthusiast while serving an ever-so-important role as Senior Connections Strategist at T3. Need a vacation or a mouth-watering brunch recommendation? Maddi Bourgerie is a Public Relations and Digital Influencer Market Manager at HomeAway and can promote anything from Bali to benedicts. Gage Grammer is a selfie and #bossbabe connoisseur with a whole lot of love for social (and her French bulldog, Phantom). She serves as a Social Sales Community Manager at Spredfast. Let’s get started.

 

Get your life in order. Make lists on Facebook. Wait, what?
Just in case you wanted to tell everyone on Facebook what you’re packing for your girls’ beach weekend or buying at the grocery store to meal prep (but ordering Favor instead), the new Lists feature is your new best friend. Just ask Candice. Too late, I already did.

How can brands utilize the Lists feature?
“I know organic may be ‘dead’ but a brand could post a ‘Top 5 Bikinis for Tulum’ list, and while a person may not be ready for that list this month (for their own reasons), they can save that post and revisit it next month when they are ready. For the brand, this creates two opportunities: 1) awareness from their followers and 2) an opportunity for retargeting that person at a later time.”

Which brand market do you think this feature will help most? Why?
“I feel that this could be huge for retail, QSR and even possibly small business. If (more like when) Facebook starts offering the data or placements to brands, I see Lists as an opportunity for brands to insert themselves in a real-time conversation. For example, Austin Pets Alive! could post a list of items needed for Summer. Chewy.com can then target anyone who engaged with that list with a special offer for free shipping to APA!”

This feature goes along very nicely with Facebook’s algorithm, now geared toward personal, meaningful interaction, and as a bonus to marketers, it could be a beneficial content tool for brands. Plus, who doesn’t want to send supplies to puppies and kittens in need? If you don’t, well, I can’t help you.

Facebook

 

You can buy a Dancing Hot Dog Plushie and the latest Air Jordans on Snapchat. Yes, really.
Suspiciously soon after the Snap Store launched, boasting Dog Lens tees and Dancing Hot Dog costumes, Snapchat also launched its first brand collab…with Air Jordan. One word: ecommerce. Through a QR code, snappers attending the NBA All-Star game gained exclusive access to purchase the freshest kicks. Random? I know. Maddi’s going to tell it like it is and it’s not looking too promising.

Do you actually think the millennial audience that keeps coming back to Snapchat will use the app for purchases? Why or why not?
“I think it depends on how the experience actually works. If it means taking a photo of a code that is on an ad in front of you or on a computer screen, I think it is a miss for Snapchat. Platforms like Instagram and Pinterest allow users to shop the content while they are consuming that content. With Snapchat, you can only shop the product when you see a code in another form of media. Snapchat’s ecommerce is one-step too slow to satisfy millennial’s thirst for instant gratification.”

What brands come to mind that would have great success or failure with this feature? Why?
“I could see it working well for event-focused, geofenced events like festivals. Austin City Limits or SXSW could have the merch Snapchat codes on signage and around the event for users to snap and buy. Overall, Snapchat is in hot water and this feature is not going to cool it down. Besides, Kylie Jenner’s latest tweet just made it all boil over. They have bigger shoes to fill, not sell.”

Snapchat won’t be making anything close to Shaquille O’Neal money with this feature. While geofencing and QR codes could work as a team, users cannot bear to deter from the app to complete a purchase. AKA, get with the times, Snapchat. One-click, in-app shopping is a thing now.

Snapchat Screenshot

 

It’s going down in the DMs, but with more control.
Now you can slide into those DMs even longer with Instagram’s direct message 
privacy controls. Frequent #selfie, #foodie, and #fitfam users now have the power to decide whether their direct messages are viewed once, replayed temporarily, or sent permanently as a thumbnail. Take it all in, because Gage thinks these controls are here to stay and #slayallday.

How can Instagram users use this feature to their advantage?
“This feature goes hand-in-hand with the capability to “Highlight.” Instagram is giving users more control, and I would also say more responsibility, to think about the way they are creating and sending content to their followers, individual people, and brands. By choosing the way we want our content to be viewed, we are already saying how we want people to engage with us – In real-time or continuously.”

How can brands use this feature to their advantage?
“The biggest advantage that comes to mind is the ability to create stronger 1:1 engagement between the brand and the consumer. We all know the importance and value of 1:1 engagement and brands that have a strong social customer care practice in place will be the most successful. Consumers want a more personalized experience and this is a solid option. Spredfast released a really great report about brands missing 88% of brand mentions on Instagram and how to find them. This direct messaging feature could be another addition to the solution.”

These controls will further expand Instagram’s goal of real-time visual communication, and basically everyone and their prepubescent cousin who shouldn’t be on social media are along for the ride. Feel free to either reminisce on that time the sun was hitting your face just right or forget about that Frosty you had after the worst Monday of your adult life.

Instagram Screenshot

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