13,897 We Are Social, We Are Social’s Monday Mashup #446

We Are Social’s Monday Mashup #446

Time spent on Instagram increases among adults in the US
According to the latest figures from eMarketer, adults in the US are now spending an average of 27 minutes per day on Instagram; an increase which is predicted to continue by one minute each year until 2021. On the other hand, time spent on Facebook is now down to an average of 38 minutes per day, a decrease of two minutes from the previous forecast. Snapchat also fell short of its 28 minute prediction, averaging just 26 minutes per day. This figure contradicts Snapchat’s Q1 earnings call which had usage time remaining at over 30 minutes per day.

eMarketer also predicts that average daily Facebook usage will drop slightly to 37 minutes in 2020, while it sees the figure for Snapchat remaining flat at 26 minutes through to 2021.

The NBA taps into new Stories features for championship finals
The National Basketball Association has teamed up with Facebook and Instagram on several activations to mark the finals of its championship series. Firstly, the league will use Facebook’s new contribution stickers for Stories to ask fans questions and prompt for them to share photos or videos, which will automatically be shared to both the NBA and to the fans’ own Stories. It has also launched a set of gamified stickers which fans can unlock by commenting on and reacting to content on its Facebook page.

In addition, Facebook’s polling feature will be used to create live second-screen experiences, such as a real-time scoreboard and tune-in information for the games, allowing fans to discuss the action and vote on game-related topics. While on Instagram, the NBA will be curating Stories content around two of the finals to be shared via the @Instagram account.

T-Series becomes the first YouTube channel to hit 100m subscribers
Another social milestone has been reached as Bollywood channel, T-Series has become the first YouTube account to hit 100 million subscribers – narrowly beating rival PewDiePie to the crown. The race to the top started around September last year, with both channels growing by tens of millions since. YouTube publicly congratulated T-Series on Twitter, telling the team to make room for a new Play Button trophy.

World’s biggest YouTube Channel, T-Series has achieved another YouTube milestone by being the first one to cross an astonishing #100MillionSubscribers.
Thank you for being part of our journey. T-Series – Making India Proud. 🇮🇳@itsBhushanKumar #bharatwinsyoutube pic.twitter.com/s5Haz0bBT4

— TSeries (@TSeries) May 29, 2019

Squanch Games brings ‘Trover Saves the Universe’ to life on Snapchat
Squanch Games has used Snapchat’s Lens Studio desktop app to bring its new comedy-action title, Trover Saves the Universe, to life via augmented reality. To activate the Lenses, fans simply need to point the camera at the key art on the box for Trover Saves the Universe, then press and hold to scan. The first scene in the game has a hidden Lens which can be unlocked though the Snapchat app. According to Snapchat, more than 70 per cent of its daily active users engage with Lenses every day.

Kraft Heinz brands’ Twitter accounts get hacked
The Twitter accounts of several Kraft Heinz-owned brands – including Planters, Kool-Aid and Capri Sun – were hacked last week, with the hackers sharing a number of nonsensical and NSFW posts during the takeover. To top it off, they posted a video boasting about their ‘work’. The brands’ teams took down the offending posts by midday on Friday and Kraft has apologised for any offence caused.

The post We Are Social’s Monday Mashup #446 appeared first on We Are Social.

Marketers still have a lot to learn about internet communities

In this piece, our co-Founder and Global CEO, Nathan McDonald looks at the recent controversy around The North Face and Wikipedia and what marketers can learn from it about engaging communities online.

Those who love the outdoors tend to be community minded. They care about the environment and understand the natural world is a shared resource that we all need to take care of. With this audience in mind, it’s surprising that The North Face have tried to ‘hack’ Wikipedia, which is both a community and a shared resource, for the benefit of its own SEO. What’s not a surprise to anyone familiar with the internet is the strong reaction against this.

Here’s a recap: The North Face aimed to gain greater exposure on Google Image Search by updating Wikipedia images in various destination-related articles with their own pictures. The aim was for the brand’s images to appear at the top of Google Image Search results when consumers researched any of those locations. And it worked.

Ah, the dark arts of SEO, I hear you say. Those naughty black hat types will do anything to get a boost. But in this case, it was a well-known and respected global advertising agency, who were proud enough of the “hack” to make a case study video about it and share it with industry titles. Those watching the PR-puff might consider it a success at first glance, but upon interrogation, it really doesn’t stand up.

Wikipedia, and its sister site Wikimedia, are not niche communities. Wikipedia is the fifth most popular site in the world. This popularity and its huge global influence rests on the work of over 100,000 volunteer editors. People who give up their time in order to keep the rest of us informed and educated. Not only did this campaign disrupt their work, it made it harder. In the words of one outraged volunteer, the brand used Wikipedia’s openness against it.

All communities – whether online or not – have their own values, behavioural norms and in some cases, explicit rules. Marketers who don’t respect these rules and values can, rightly, expect to be treated harshly. We’ve seen this happen before. Sometimes it’s unintentional, where the rules of a particular culture, subculture or group are unwritten or at least not widely understood. For example, brands trying to use Reddit often come undone by diving into something they don’t understand, from hijacked brand AMAs (ask me anything) to attacks from former employees. But even platforms as ‘mainstream’ as Instagram can cause brands issues when they misread their audience, as Calvin Kleinlearned this week when it was accused of ‘queer baiting’.

The fact is, the internet has changed the rules of advertising. When TV ads were king, backlash was usually kept to conversations between friends, families and colleagues – very infrequently it would hit mass media like newspapers. Now every piece of marketing can be publicly held to account by millions of would-be consumers, in real time. And manipulating communities with a sole beneficiary – your brand – is hardly the way to win them over.

In this case, the rules of the community were very clear and The North Face knew it was violating Wikipedia’s policies. It’s been reported that the agency claimed one of the biggest obstacles of the campaign was updating the photos without attracting the attention of Wikipedia moderators. While some might argue all publicity is good publicity, The North Face could have made a genuine effort to provide value to the community, rather than trying to “hack” passionate volunteers.

Perhaps the brand could have supported Wikipedia’s mission to “empower and engage people around the world to collect and develop educational content” by creating images of the destinations and donate them to the platform – along with some cash or volunteer time.

The North Face, to its credit, has apologized and pulled the campaign quickly – not all brands would have done the same. For marketers watching this unfold, the lessons are clear. Don’t use communities to boast, lie or manipulate, or make people’s lives more difficult for your own commercial gain. Don’t try and turn a community resource into a brand brochure.

The post Marketers still have a lot to learn about internet communities appeared first on We Are Social.

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