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.
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.
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.
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.
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.
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.
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.
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.
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 Health. He wrote the best-selling book Word of Mouth Marketing that teaches you how to earn the respect and recommendation of your customers.