Facebook is opening up its dedicated episodic programming video hub Watch to include videos from Pages of creators, which will be featured in a new Watch Discover feed. The move is in response to user feedback, and the company is also rolling out a Facebook for Creators Launchpad to encourage more video creation, which will include payments to individual creators, as well as monetization opportunities for them via midroll ads.
Darren Heitner explores how fitness brand Women's Best achieved global recognition and amassed over 3.5 million Instagram followers by creating a loyal social community where the brand engaged via conversation and offering free advice. The company's founders explain the importance of using social analytics to inform content, using storytelling in every Instagram post to show the brand's values and only working with influencers who align with a brand's voice and principles.
The popularity of video means that Facebook Watch is an opportunity marketers cannot ignore, and its requirement that content is episodic and retains the same talent provides a way for brands to benefit from long-term relationships with the right influencers and creative partners, writes Lance Rios. The platform provides an unparalleled potential for sponsored content to go viral as its massive user base is able to see what friends are watching and share recommendations, he writes.
Lyft has released the second season of its sponsored content series, "Kevin Hart: Lyft Legend," in partnership with Lionsgate's Laugh Out Loud. The show features Hart in character as Lyft driver Donald Mac, and during its first season the brand experienced a 33% spike in social fans; the premiere garnered over 1.6 million social engagements and 52 million views.
Pinterest has partnered with FabFitFun to create a "Pinterest Box" retailing for $49.99 that contains a curated collection of products from the highest-rated trends on the platform related to clothing, health and beauty. "It's really product discovery that gets smarter with more personalization and that's the grand vision," said Pinterest's Vikram Bhaskaran.
Connected TV viewers represent YouTube's fast-growing user base, consuming 180 million hours of video daily, YouTube CEO Susan Wojcicki announced at Cannes Lions. Seventy percent of viewing time happens via mobile devices, she said.
A viral photo of a toddler sobbing as her mother is detained at the US-Mexico border prompted San Francisco couple Charlotte and Dave Willner to create a Facebook fundraising page with a goal of $1,500 -- roughly the amount needed for a bond to liberate a detained migrant parent. Within five days, the amount of money donated to the cause had surpassed $11 million, and it continues to grow.
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.