Twitter unveils creative #Fuel to help brands with 6-second ads | Facebook opens up Instant Games on Messenger to ads | SocialFlow execs on what's hot in social media
October 20, 2017
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The Big Story
Twitter unveils creative #Fuel to help brands with 6-second ads
Twitter unveils creative #Fuel to help brands with 6-second ads
(Leon Neal/AFP/Getty Images)
Twitter has launched a service for advertisers called #Fuel to help them create six-second video spots designed specifically for the platform. The new team is comprised of brand strategists forming "an agile, rapid-response hub that responds quickly to creative briefs," Twitter says, and brands such as Macy's and Converse have already trialed the service.
Adweek (10/19),  The Drum (Scotland) (10/19),  Fast Company online (10/19) 
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Connecting & Collaborating
Facebook opens up Instant Games on Messenger to ads
Facebook opens up Instant Games on Messenger to ads
(Justin Sullivan/Getty Images)
Facebook is introducing ads to Messenger's Instant Games in rewarded video and interstitial formats via its Audience Network. The company is testing the ads with select developers and is also trialing in-game purchases.
Marketing Land (10/19),  TechCrunch (10/19),  VentureBeat (10/19) 
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SocialFlow execs on what's hot in social media
This video features SocialFlow management discussing key social media trends, including Instagram's high engagement levels but frustration regarding third-party limitations and monetization challenges. Artificial intelligence is also a major talking point among social advertisers, with SocialFlow CEO Jim Anderson urging marketers to retain a "human element" in conjunction with the technology.
SmartBrief/Marketing (10/20) 
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Marketer Moments
4A's, Pinterest showcase agency talent across 5 boards
4A's, Pinterest showcase agency talent across 5 boards
(27707/Pixabay Images)
The 4A's is continuing its 100th anniversary celebration with a partnership with Pinterest that includes five boards on the platform that showcase creative talent in art direction, copywriting, storytelling, interactive media and innovation. Pinterest's Jason Wire said content will come from advertising talent such as J. Walter Thompson's Jessica Toye and McCann's Lizzie Wilson.
Adweek (10/19) 
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Platform News
Alphabet invests $1B in Lyft
Alphabet invests $1B in Lyft
(Mike Coppola/Getty Images)
Google parent Alphabet is betting big on Lyft with a $1 billion investment that values the ride-hailing service at $11 billion. Alphabet had earlier invested in rival Uber, but that relationship has more recently suffered from differences over developing self-driving cars.
Recode (10/19) 
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Twitter admits shortcomings, commits to more trust, safety
Twitter admits shortcomings, commits to more trust, safety
(Getty Images)
In a blog post, Twitter admitted it needs to do more to crack down on harassment and threats on the platform. Twitter plans to publish updated rules regarding hate groups and violence by Nov. 3 and is hiring for several positions on its trust and safety teams.
Business Insider (10/19) 
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Measurement Matters
Socialbakers unveils ad-performance model
Social media marketing platform Socialbakers has developed an ad-performance measure that updates users on marketing spots daily. The technology monitors ad-spend behavior on any connected Facebook account, and the company plans to expand the service to Instagram.
MarTech Today (10/19) 
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Social Shareable
MLB Network's social playoffs push hits 800,000 views
MLB Network's social playoffs push hits 800,000 views
(Mark Brown/Getty Images)
MLB Network is touting the Major League Baseball playoffs with its third #WeKnowPostseason social campaign, this time using archived footage featuring players such as John Smoltz, Kevin Millar, Pedro Martinez and Sean Casey. Campaign video views have topped 800,000 so far, and the social pushes in 2015 and 2016 garnered 1.7 million views, MLB Network reports.
Adweek (10/19) 
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This is the first time we've shared this level of visibility into our work, and we hope it helps build trust along the way.
Twitter blog post, as quoted by Business Insider
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 Andy Sernovitz, Editor at Large
Andy Sernovitz builds organizations that help people help each other. His company, GasPedal, builds peer-to-peer communities for people leading meaningful change at the world’s biggest companies, including SocialMedia.org and SocialMedia.org Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.
 
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