Blog/ Digital strategy

Social Roundup: Snapchat, Facebook contend with publishers and more

Social Roundup: Snapchat, Facebook contend with publishers and more


For marketers, a small change by major players in social media could mean a big change in strategy. Recently, social media giants have been keeping us on our toes.

While Snapchat’s growing audience could reroute creative, Facebook’s new limitations on the publisher reach may force some marketers to rethink their organic presence. Plus, LinkedIn’s new display offerings opens up a new playing field for B2B marketing.

Here are the details:

Snapchat becomes a publisher, launching a digital magazine

What: Snapchat is becoming a publisher with the launch of Real Life, a new online magazine.

What to expect: Snapchat will publish essays, arguments, and narratives about living with technology.

Goal: Snapchat wants to build deeper relationships with its users.

Takeaway: Original content was part of a big bet Snapchat made early last year with the launch of its Discover platform. This expansion is a sign that the company’s strategy is working.

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Snapchat catches on with old(er) folks

What: A recent comScore report declared that Snapchat is “breaking into the mainstream,” estimating that 38% of U.S. smartphone users ages 25 to 34 and 14% of users 35 and older are on Snapchat. Three years ago, those numbers were 5% and 2%, respectively.

Why is this happening?: An aging demographic is inevitable for many apps that first catch fire with teens.

Takeaway: A growing user base can mean the difference between achieving massive scale like Facebook or remaining a large niche service like Twitter, a once-formidable rival whose growth has stagnated.

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Facebook’s audience reach plunges

What: With Facebook’s recent algorithm update, the visibility of posts made by brands and organizations, especially content publishers, is going to decrease (actually, it already has).

Why is this important?: Publishers who were pinning their hopes for audience growth on Facebook should be very worried. Overall, 139 out of the 300 biggest publishers on Facebook have seen their traffic decline year over year.

Takeaway: As a result of the decline in organic reach, it’s likely that more publishers are going to flock to paid advertising on Facebook to make up the difference.

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Going dark on Facebook

What: A dark post is a paid status update, link share, video, or photo that isn’t meant to be shared as an organic post. This tactic is useful for brands who want to hyper-target their audiences without creating ad fatigue.

Where does it show up?: The dark post only surfaces as an ad in the News Feed and is not published to the advertiser’s timeline.

What are the advantages?: Dark posts offer several well known advantages to traditional posts which should interest a wider range of marketers, including better targeting of existing fans, non-fans and targeting variables.

Takeaway: Use dark posts to test variations of a post before publishing the winning version.

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LinkedIn launches programmatic buying

What: With LinkedIn Display Ads, marketers are now able to work with a preferred buying platform and purchase highly visible ads to reach and engage the right buyers.

How it works: Marketers have the option to purchase display ads programmatically, either through an Open Auction or via LinkedIn Private Auctions. Open Auction is the fastest way to buy LinkedIn Display Ads programmatically. For advertisers looking for additional targeting capabilities, the Private Auction is a great option.  

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