Tag: Reddit

How Reddit’s Tiered Ads are Promoting Brand Safety

In recent years, privacy has extended beyond the topic of risk management. It is vital to a company’s reputation and a central component of brand building and strategy. More than ever, especially in the wake of these past several months, advertisers are making this a top priority as they navigate critical decisions around which platforms to advertise on and where their campaigns are showing up. Context matters.

From the platform standpoint, addressing these needs is easier said than done. No two advertisers are the same when it comes to their brand message and campaign objectives and platforms that recognize this and respond with flexibility will see the most success. Facebook, for example, recently unveiled new brand safety controls for video advertisers, with topic exclusions, based on machine learning, and ‘publisher allow’ lists for more control campaign displays.

More recently, Reddit announced the expansion of its Ads platform with new tiers allotting for greater control and choices over the type of content brands appear adjacent to and the audiences they reach.

Here’s a peek at what’s new.

Inventory types

In the Expanded Inventory option, brands have access to Reddit’s maximum inventory pool as well as visibility next to the broadest range of content. Per the announcement, this tier will open up to over 20 percent of communities for targeting, resulting in the ability to tap into a significantly greater user base, while still meeting the platform’s content standards already in place.

A next level down, Reddit’s recommended tier, the Standard Inventory option provides “balanced reach and protection” to fit the needs of most advertisers. Ultimately, you’ll have less reach compared to Expanded, but greater protection in regards to where ads are shown. More specifically, the more controversial subreddits are not included.

Finally, Limited Inventory, much like its name alludes, gives brands the least amount of reach but the most optimal brand safety standards. This is due to Reddit’s partnership with Oracle Data Cloud’s Contextual Intelligence to offer third-party verification to ensure extra protection against questionable or harmful content.

“Our contextual intelligence technology provides up-to-the-minute content review and classification across industry-standard brand safety categories to give advertisers greater control over where their campaigns run,” stated Oracle Data Cloud Senior Director of Product Management, Chris Stark.

Moderation protocols

A big question mark with the introduction of these new tiers is what does this mean for the current platform, community and campaign moderation system in place. Primarily, Reddit notes that as always ads are eligible to appear in communities or in hand-curated allow lists. Advertisers will also still be in the driver seat when it comes to enabling or disabling comments on their ads. They’re also able to exclude particular keywords and communities depending on their preferences.

“Brand Safety has become a broader and more ubiquitous issue in recent months, and with good reason. With the sheer volume of content that appears across UGC platforms, it’s understandable that some advertisers desire enhanced control, while others are more comfortable with this environment,” explained Jen Wong, Reddit’s Chief Operating Officer, in the official announcement.

By maintaining these existing protocols with the added new tiers, brands that want maximum engagement will be able to have the reach to ascertain those goals while those seeking to double down on protecting their reputation will also have options to fit their needs.

Protecting a growing community

A recent Pinterest study found that over half (60%) of consumers are more likely to remember brands they encounter online when they feel positive, feel more positive when they are engaging with a brand in a positive environment, trust the brands they see in a positive space, and are more inclined to follow through with a purchase.

With its user base now up to 430 million users and its platform home to over 130,000 active communities and 12 million daily interactions — efforts like these are important for Reddit to continue growing its community. While just how successful this push will be remains to be seen — but one thing is clear: 2020 has exacerbated the need for brands to take a hard look at where their content appears and platforms that fail to address these concerns will have much more difficulty earning a permanent spot in an advertisers’ marketing mix.

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The post How Reddit’s Tiered Ads are Promoting Brand Safety appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/09/how-reddits-tiered-ads-are-promoting-brand-safety/

How Major Platforms are Standing in Solidarity with the Black Community

For roughly 10 days Americans have gathered to protest the issues of systemic racism, violence, and brutality that our POC communities have suffered at the hands of the authorities. Protests have erupted in virtually every American state, in small towns and major cities alike, and even overseas in Europe and New Zealand.

Social media platforms have also taken action spanning financial support to organizations fighting against racial inequality and promoting education so we can create a pathway towards better education and understanding of how we can support the cause with empathy.

Here’s what we’ve seen from each of the major companies:

Twitter #Allyship Overview

Beyond updating its main profile to reflect its support for the protests, Twitter is also leveraging its #StartSmall initiative to allocate several grants to support organizations designed to address racial inequality. This includes Colin Kaepernick‘s “Know Your Rights Camp” aimed to advance the liberation and well-being of Black and Brown communities through education, self-empowerment, and mass-mobilization.

Most importantly, the platform shared its top insights around how people can improve how they respond to racial inequality in a new guide for allyship. In order to respond, people first need to “understand the historical and structural contexts that have led to racism and discrimination…At Twitter, our principles of allyship are simple: Learn, Ask, Show up, and Speak up,” Marium R. Qureshi and Jade Williams explained in a recent blog post. By this definition, allyship is not about who you are but a commitment to be authentic and consistent in your education around these critical topics.

When you ask questions of friends and colleagues, do so empathetically and avoid coming from a place of disbelief. A couple of example questions following these best practices include “If you have the time/energy, do you feel comfortable sharing your experience with me?” and This week is heavy. How are you feeling/coping?” As far as speaking up and showing up, consider donating to organizations fighting for racial justice and police reform to help further the cause and exercise your voice and right to vote. Conduct a self-audit of whose in your circle and who you interact with online.

LinkedIn Learning: A Pathway to Inclusivity

We must invest our time to become better informed and develop a deeper understanding and awareness that will allow us to properly empathize with black communities who are suffering. This is key in gaining true perspective on the current movement, and the more people are educated, the better equipped we’ll be to enact effective, long-term change.

In this vein, LinkedIn has released several free courses within a “Diversity, Inclusion, and Belonging for All” track, covering key topics spanning unconscious bias, addressing culturally sensitive issues, how to hire and retain diverse talent, and more. “Investing in our own learning to understand and confront bias, communicate about topics of difference, and create change can help us individually contribute to building a better workplace and society,” said Hari Srinivasan, Vice President of Product for LinkedIn Learning.

Beyond this, the platform also acknowledges that being a strong ally begins with listening, so it is utilizing its social channels to share stories that amplify perspectives from the Black community. Pathways to better understand are integral to success and LinkedIn is positioned well to bring the awareness needed at the moment via its widespread access to professional and educational insights that can help underscore gaps needing to be addressed.

Pinterest: Elevating Content on Racial Justice

Pinterest is taking a broad approach to its efforts starting with its platform and internal team and extending to external audiences directly supporting the movement.

More specifically, within the app content on racial justice is being elevated as a means to help people stay informed. This includes tips for assessing and adjusting your own mentality and how to approach younger children on the subject. There will also be content guiding users to organizations to support and various resources to learn more about the history of systemic racism in the country. Generally, the platform is committed to growing the diversity of content on the platform and avoiding distraction from serving as a hub to support and learn. In this regard, the platform is not serving ads on Black Lives Matter results.

The company is also donating 25,000 shares of stock to “organizations committed to racial justice and promoting tolerance” and investing $250,000 to help rebuild local businesses damaged in the protests. It is also providing $750,000 in paid media to organizations that support racial justice.

TikTok’s Creator Diversity Council

June is Black Music Month and to celebrate TikTok announced it will offer dedicated programming to celebrate Black artists on the platform who “bring new music, shape culture, and help build the community.”

The platform is also doubling down on technology and strategies around addressing potentially harmful content and creating a more user-friendly appeals process. Along these lines, TikTok plans to develop a creator diversity council to lead impact-driven programs led by the voices driving culture, creativity, and conversations necessary in making an even bigger impact on the problem.

Outside of its team and community, TikTok is donating $3 million from its “Community Relief Fund” to non-profits that help the Black community and an additional $1 million toward fighting racial injustice and inequality that we are witnessing in this country. Also in the music space, YouTube is financially stepping up by offering $1 million to organizations seeking to address injustice.

Leading with Empathy

Finally, the leaders behind Snapchat, Reddit, Facebook, and Instagram have all taken a personal approach to their response leading with emotion-driven memos.

Facebook is committing $10 million to racial injustice and lifting Black voices in addition to partnering with civil rights advisors in its efforts. Along with Instagram, it has also switched all profiles to black and white colors in support of recent events. Instagram CEO Adam Mosseri uploaded a personal IGTV response on his own profile underscoring his eagerness and drive to channel frustration, hurt, and anger into positive change.

Similarly, Snapchat’s Evan Spiegel in his own statement called for the creation of an American commission to address racial injustice, and comprehensive tax reform as the way forward. Taking even more drastic measures, Reddit Co-Founder Alexis Ohanian has resigned from his position urging the board to replace him with a Black candidate and will use future gains on his Reddit stock to serve the black community, beginning with a $1 million donation to Kaepernick’s ‘Know Your Rights’ initiative.

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The post How Major Platforms are Standing in Solidarity with the Black Community appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/06/how-major-platforms-are-standing-in-solidarity-with-the-black-community/

Why Reddit is Launching a Community-Driven Advertising School

With the sudden shift away from the classroom in many parts of the globe, billions are learning from home and left wondering whether the adoption of online learning will continue to persist post-pandemic. Platforms are rising to the occasion and offering resources and tools amidst the unknown future of the education market including Reddit.

In the spirit of helping those impacted boost their job skills, which could also help to facilitate more connections within the professional community, the platform is targeting younger demographics via a new online advertising school program titled, “r/Advertising School.”

A community-driven learning opportunity

Kicking off on June 1st and taking place weekly, classes of up to 50 students will gather with a teacher — director level or above — specializing in their area of expertise. The program encompasses a range of creative disciplines in the advertising space including art direction, copywriting, production, media planning, brand building, digital/social.

Each class will consist of a half-hour of lecture with actionable takeaways and 15 minutes of discussion. Following this, the instructor will issue an assignment to the group. Students who complete the assignment can submit it for review and solicit feedback and insights into their work from others in a collaborative style.

Following the sessions, video conferences will immediately be posted on Reddit at r/Advertising, so any community member will be able to participate. Community members can ask questions or inquire about the assignment and additional resources throughout the week as a follow-up.

The spearheads

The concept behind R/advertising was conceived by Joe Federer, Reddit’s former head of brand strategy, Goodby Silverstein and Partners’ Dan Greener, Neha Guria and Edward King, and Shannon Smith, a freelance art director.

Per Ad Age, Greener and Federer had been inspired after connecting at a Reddit workshop and conversations on the advertising subreddit. Federer currently moderates the r/Advertising community and recently hosted several community happy hours during which he and Greener noticed an uptick in interest in those looking to engage and learn more about advertising opportunities. “We thought it would be cool to formalize these—bring in a few pros way smarter than we are to educate the community and beyond. And then with COVID, people started losing their jobs and internship, and we thought now would be the best time to provide this sort of free resource to a community already struggling to get back on its feet,” said Greener.

Ultimately, the goal is to get students to hear perspectives from practitioners from agencies and leading companies including Gooby, Grey, Apple, Truth and Consequences, and production company Tool. From there, it is the hope they’ll be more informed before dedicating time and financial resources to portfolio school. “Maybe we could get students who wouldn’t have ordinarily considered a career in advertising into the game—or help folks who are struggling to get a leg up,” Greener added.

The future of online learning

From presentation skills to critical and creative thinking to personal branding, now more digital literacy is imperative, and added skills of digital technologies are not only needed but required in this “new normal.” With this, embracing the communication and marketing tools at your disposal are key as the definition of “marketable skills” continues to evolve. As an example, digital certification is a booming trend with Facebook’s Blueprint, Twitter Flight School, Hubspot Academy, Hootsuite, and Pinterest Academy leading in the space.

While the future of the marketing and advertising industry remains unknown, and many universities around the country celebrate graduations and new chapters for young professionals, these are the platforms lending a hand to prepare them. As they navigate emerging expectations, being able to respond and adapt quickly will be key and these educational resources will provide the practices and tip needed to advance their careers in fundamentally positive ways.

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The post Why Reddit is Launching a Community-Driven Advertising School appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/05/why-reddit-is-launching-a-community-driven-advertising-school/

4 Ways COVID-19 is Fueling Subcommunities

Small groups are the fastest-growing areas of online communication and COVID-19 continues to shine light on the notion that users, while still enjoying big global experiences like DNice DJ sets on Instagram, want to connect privately in the digital equivalent of the living room.

Here, let’s take a deeper dive into some of the latest efforts in this regard and how platforms and brands are using social media to develop subcommunities for consumers eager for community during this time of crisis.

Peloton Profile Tags

In a nod to the ever-popular hashtag, Peloton rolled out ‘Profile Tags’ to bring its community closer together in niche groups.

With the update, users have the option to create their own tags or browse trending tangs and connect with others who share the mutual interests and have them listed on their user profiles. More specifically, in the Peloton app, tap the “+” button. You can follow up to 10 tags at a time and select one as your primary “leaderboard tag” to appear alongside your name on the leaderboard during each ride.

A key benefit of this effort is that riders can filter these in-class leader boards by tag. For some, entering a class of thousands of other people can be overwhelming. WIth tags, engaging with others makes the experience less daunting, more intimate, and most importantly, more authentic. With these shared interests, the brand hopes those with similar fitness goals can help motivate one another to reach their fitness goals and live out their passions during these difficult times.

Without their usual gym access, many people are eager to not only maintain their physical health but the social aspects that come with group fitness. Tag-based communities are a nice substitute when we’re unable to replace face-to-face interactions.

Reddit’s Rollout of ‘Start Chatting’

After seeing an increase in chat activity in its app during the COVID-19 lockdowns, Reddit unveiled its ‘Start Chatting’ option within subreddits allowing users to initiate small group video chats of up to five at a time.

“Whether it’s about topics related to COVID-19, local news, or just their favorite games and hobbies, people all around the world are looking for others to talk to.” The platform reiterated that even in testing conversation-oriented communities have a wide variety of use cases in these extraordinary times ranging from simply connecting with new people, discussing the latest cliffhangers of our favorite TV shows and finding another person to stream with while we play Animal Crossing on Twitch.

As depicted above the above image, when you browse a subreddit, you’ll have the option to tap on the ‘Start Chatting’ button to initiate a group chat. You’ll then be connected by Reddit’s system to a group of “like-minded users looking for deeper engagements on subjects relevant to a community.”

Facebook Video Tools & Messenger Rooms

In an announcement made via Facebook Live stream, CEO Mark Zuckerberg laid out several a range of new video tools across Facebook’s family of apps in response to the heightened demand and evolving use cases of video and group conversations during the global pandemic.

Perhaps the biggest announcement shared during the livestream, however, is Messenger rooms. Made available across all of Facebook apps, these Rooms will allow a new option for people to set up virtual catch ups with one another. A big priority is not needing to schedule these sessions upfront. Rather, start a Room at any time, and an active listing of all Rooms that you can join will be displayed at the top of your Facebook News Feed.

Catering to a notion of, ‘neat, serendipitous, spontaneous interaction’ is the goal. There are no time limits and up to 50 people can join a Room at a time. Currently in beta mode, a broader rollout can be expected in the coming weeks. While you can’t create a Room for your Facebook Pages at this time, Room invites can be shared via URL across all of Facebook’s apps and accessible even to those without a Facebook account.

Clubhouse

Created by Paul Davison and Rohan Seth, Clubhouse is a new social app dominating the quarantine buzz.

At a glance, engagement occurs by spontaneously jumping into voice chat rooms. The Clubhouse platform hosts multiple audio-only chat rooms at a time, and allows users to freely jump in and out of the conversations as a speaker or a listener. High-energy rooms draw bigger groups while slower ones tend to have the highest cases of “hoppers,” but lend to more intimate conversation. Put simply, the premise is to connect with those you follow in low pressure, casual conversations and gain exposure to a wide variety of smaller chat circles.

Although the app is still invite-only and in the development stages, early users tout it as the next Twitter or Snapchat.audio-based network.

Groups are a means of encountering new ideas and people within platforms that form around the causes they are passionate about. They are a source for community-building now more than ever and will continue to allow for a deeper connection with our audiences through understanding and shared experience.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post 4 Ways COVID-19 is Fueling Subcommunities appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/05/4-ways-covid-19-is-fueling-subcommunities/

4 Ways COVID-19 is Fueling Subcommunities

Small groups are the fastest-growing areas of online communication and COVID-19 continues to shine light on the notion that users, while still enjoying big global experiences like DNice DJ sets on Instagram, want to connect privately in the digital equivalent of the living room.

Here, let’s take a deeper dive into some of the latest efforts in this regard and how platforms and brands are using social media to develop subcommunities for consumers eager for community during this time of crisis.

Peloton Profile Tags

In a nod to the ever-popular hashtag, Peloton rolled out ‘Profile Tags’ to bring its community closer together in niche groups.

With the update, users have the option to create their own tags or browse trending tangs and connect with others who share the mutual interests and have them listed on their user profiles. More specifically, in the Peloton app, tap the “+” button. You can follow up to 10 tags at a time and select one as your primary “leaderboard tag” to appear alongside your name on the leaderboard during each ride.

A key benefit of this effort is that riders can filter these in-class leader boards by tag. For some, entering a class of thousands of other people can be overwhelming. WIth tags, engaging with others makes the experience less daunting, more intimate, and most importantly, more authentic. With these shared interests, the brand hopes those with similar fitness goals can help motivate one another to reach their fitness goals and live out their passions during these difficult times.

Without their usual gym access, many people are eager to not only maintain their physical health but the social aspects that come with group fitness. Tag-based communities are a nice substitute when we’re unable to replace face-to-face interactions.

Reddit’s Rollout of ‘Start Chatting’

After seeing an increase in chat activity in its app during the COVID-19 lockdowns, Reddit unveiled its ‘Start Chatting’ option within subreddits allowing users to initiate small group video chats of up to five at a time.

“Whether it’s about topics related to COVID-19, local news, or just their favorite games and hobbies, people all around the world are looking for others to talk to.” The platform reiterated that even in testing conversation-oriented communities have a wide variety of use cases in these extraordinary times ranging from simply connecting with new people, discussing the latest cliffhangers of our favorite TV shows and finding another person to stream with while we play Animal Crossing on Twitch.

As depicted above the above image, when you browse a subreddit, you’ll have the option to tap on the ‘Start Chatting’ button to initiate a group chat. You’ll then be connected by Reddit’s system to a group of “like-minded users looking for deeper engagements on subjects relevant to a community.”

Facebook Video Tools & Messenger Rooms

In an announcement made via Facebook Live stream, CEO Mark Zuckerberg laid out several a range of new video tools across Facebook’s family of apps in response to the heightened demand and evolving use cases of video and group conversations during the global pandemic.

Perhaps the biggest announcement shared during the livestream, however, is Messenger rooms. Made available across all of Facebook apps, these Rooms will allow a new option for people to set up virtual catch ups with one another. A big priority is not needing to schedule these sessions upfront. Rather, start a Room at any time, and an active listing of all Rooms that you can join will be displayed at the top of your Facebook News Feed.

Catering to a notion of, ‘neat, serendipitous, spontaneous interaction’ is the goal. There are no time limits and up to 50 people can join a Room at a time. Currently in beta mode, a broader rollout can be expected in the coming weeks. While you can’t create a Room for your Facebook Pages at this time, Room invites can be shared via URL across all of Facebook’s apps and accessible even to those without a Facebook account.

Clubhouse

Created by Paul Davison and Rohan Seth, Clubhouse is a new social app dominating the quarantine buzz.

At a glance, engagement occurs by spontaneously jumping into voice chat rooms. The Clubhouse platform hosts multiple audio-only chat rooms at a time, and allows users to freely jump in and out of the conversations as a speaker or a listener. High-energy rooms draw bigger groups while slower ones tend to have the highest cases of “hoppers,” but lend to more intimate conversation. Put simply, the premise is to connect with those you follow in low pressure, casual conversations and gain exposure to a wide variety of smaller chat circles.

Although the app is still invite-only and in the development stages, early users tout it as the next Twitter or Snapchat.audio-based network.

Groups are a means of encountering new ideas and people within platforms that form around the causes they are passionate about. They are a source for community-building now more than ever and will continue to allow for a deeper connection with our audiences through understanding and shared experience.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post 4 Ways COVID-19 is Fueling Subcommunities appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/05/4-ways-covid-19-is-fueling-subcommunities/

Here’s How Reddit’s Technology and New Partnership are Supporting Mental Health

Today’s teens spend nearly seven and a half hours on their phones each day per a recent report by Common Sense Media, a non-profit dedicated to promoting safe technology and media use for children. Those in the tween category (ages 8 to 12) don’t fall far behind in comparison spending roughly four hours and 45 minutes daily.

As these stats have evolved, there has been a lot of research and discussion around the correlation between this screen time and the mental health and wellbeing of younger demographics. While some argue the linkage is clear and direct, others push back and advocate the connection is more nuanced — that it is about the quality of use that determines whether the relationship to the platforms is healthy and productive or if it’s simply a distraction from larger issues and there isn’t enough adequate mental health services at their disposal.

Younger users are becoming increasingly aware of the negative implications of their social media use and are turning to the platforms to help them take the steps to mitigate these appropriately.

PROVIDING AN OFF-RAMP TO KEY RESOURCES

A growing number of platforms including Snapchat and Pinterest are innovating around opportunities to meet their users where they are and connect them with the communities and tools they can take offline. Reddit is yet another example recently unveiling a slew of suicide prevention tools created in partnership with the Crisis Text Line. Specifically, the update includes a feature that allows Redditors to report those who are encountered and felt to be at risk.

Users can flag someone through reporting a comment or piece of content or by using a button on the individual’s user profile. To report directly from a post, simply select the option that reads, “Someone is considering suicide or serious self-harm.” Alternatively, if you’re on the person’s profile, tap the prompt that says “get them help and support.” A note: if you’re accessing Reddit from your computer on a web browser this will fall under the “more options” section.

When a user is flagged, the platform will send a private message including details to access mental health resources and a suggestion to text the phrase ‘CHAT’ to the number for the Crisis Text Line, 741741. They will then be connected to a trained counselor with whom they can text for as long as they need to have someone to actively empathize with them and help them get to the root of their thoughts and feelings.

EMPLOYING GOOD AI: FUELING NEW APPROACHES TO PUBLIC HEALTH

The Centers for Disease Control and Prevention (CDC) is leveraging artificial intelligence from Reddit and Twitter to improve the forecasting of suicide rates. Its current figures, according to a spokesperson, are currently delayed up to two years, negatively influencing policy updates the allocation of resources. This is a significant problem given suicide rates have surged 40 percent in less than two decades.

Without the most up-to-date numbers, the agency can’t properly respond and improve how it’s directing its efforts so it’s relying on platforms to help whittle down publicly available data and address the question: how can signals from various real-time sources be leveraged in order to offset this one to two-year lag?

A helpful source has been reports that break down keyword use across platforms related to suicide. When combined with other CDC data including crisis text and call lines and previous suicide rates from the National Vital Statistics program, newer algorithms can be trained to forecast the actual rate.

“We can now estimate these rates of suicide up to a year in advance of when death records become available,” said Munmun de Choudhury, a professor at Georgia Tech’s School of Interactive Computing who is working with the CDC on this project, in a statement to Recode. What does this say for future projections? Data collected until December 2019 can be employed to predict the suicide rate for every week of 2021. She added that the initial phase of the research had an error rate of less than 1 percent.

Social media can be a force for deeper and more empathetic human connection. But, as brands and platforms, we need to put our creative energy behind the programs, partnerships, and technology at our disposal if we are to make a dent in the problem. We have a moral obligation to ensure we’re creating safe and meaningful spaces in which today’s youth can interact and grow and understand the importance of empathy as a foundational skill.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

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The post Here’s How Reddit’s Technology and New Partnership are Supporting Mental Health appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/heres-how-reddits-technology-and-new-partnership-are-supporting-mental-health/

5 Social Media Platforms Your Brand Should Consider in 2020

With a new year comes a fresh start; and what better way to start 2020 as a digital marketer than with a fresh slate to experiment and capitalize on unique opportunities to get ahead of your competition and amplify your brand voice? Inspired by an infographic from the team at Red Website Design, we’re unpacking five rising social media platforms to get on your radar to achieve just this:

TikTok

TikTok has captured the world’s imagination in 2019. Surpassing the 1.5 billion download threshold, it’s spawned a new generation of influencers, launched tracks that quickly graduated into viral status before our eyes, and given brands a new opportunity to engage with Gen Z and millennials.

If you’re unfamiliar, the app revolves around sharing 15-second video clips often set to music that is licensed from artists and record labels. TikTok doesn’t emphasize vanity metrics, rather it prioritizes personalized viewing experiences. For this reason, the vast majority of users and brands agree that platform is much more community-led, collaborative, positive and proactive compared to other channels. From the artist’s standpoint, this translates into a platform for promoting their music and for general users and brand marketers, a unique opportunity to test and experiment with new creative approaches to their content.

In this vein, TikTok’s SIS principle is the platform’s guide to virality; creating something that is simple, imitable, and suspenseful. To help get you started, check out our highlights of TikTok metrics you need to know and how to navigate the analytics dashboard. For inspiration as you begin crafting your own TikTok experience, browse our recap of the app’s Top 100 videos of 2019.

Lasso

Lasso was quietly launched in November 2018 — via a tweet from a product manager on the team — and serves as Facebook’s take on TikTok. Much like its competitor, it serves as a standalone app for short-form (also up to 15 seconds), entertaining videos spanning beauty, music, fitness and more. For creative flair, users can take advantage of a variety of camera tools and effects from the in-app camera to customize their content, overlay music with choices from a sizeable library, and participate in conversations with the community through hashtags and challenges.

The app’s algorithm curates a feed of recommended videos where users can tap through hashtags in order to view content or browse through a page of themed collections based on their interests. To sign into Lasso, you must first go through Instagram or Facebook. Once you’ve authorized the app and allowed access to your profile page, photos and videos, you can scroll through videos that autoplay as you navigate. If you stumble on one you want to share, you can cross-post to your Facebook Stories with the capability to do the same on Instagram to come later.

Vero

If you don’t remember Vero, don’t worry. You’re not alone. Serving as the antidote to Facebook and Instagram this photo-sharing app is built on a no ads, no algorithms model. The idea stemmed from founder Ayman Hariri’s mission to create a social network for people wherein users do not need to sacrifice their data to advertisers and where creators are supported to make productive and meaningful content people genuinely care about.

“We think that people’s privacy is priceless, that their data is priceless. [Other networks] have taken advantage by putting a shiny object called free in front of users, when really free is nonexistent…“What we strive to do is remind people that what’s important is connecting with other people with similar interests, because you can learn something, you can be inspired.” said Hariri in a recent GQ interview.

Following its quiet launch in 2015 and after seeing substantial growth in 2018 (roughly 500k users in 25 hours) the app went dark leaving many questions unanswered. As of late, the app is finding its way back in the spotlight and looking to tackle something its competition has been unable to: the subscription model.

Caffeine

Started by former Apple designer Ben Keighran, Caffeine is the newest social broadcasting platform on the block and as of November has emerged out of a two-year beta.

To date, the company has raised $146 million from lead investors like Fox, Andreessen Horowitz, and Greylock Partners, and aims to rise above the crowded streaming landscape, including its main competitor Twitch,  by expanding beyond the confines of the gaming. Specifically, the app is looking to cater to more viewers and creators by tapping into the sports and entertainment spaces.

“If you can become the place where teenage America wants to go to watch not only live Fortnite but also live X Games, live Coachella, and things like that, you can eventually become the place for their movies and TV shows, too,” said Keighran in a statement shared with Fast Company. To achieve this goal, Caffeine has already secured partnerships with Fox Sports, the Big East Digital Network, ESPN X Games, Red Bull, Dream Hack and FaceIt.

Regarding its interface, consider Caffeine a hybrid between Netflix and Spotify. Via the homepage, you’re provided with a variety of content based on what’s trending and what matches your interest and who you’re following with some suggested items from the algorithm. Audience interaction is also key. Through real-time comments and emoji reactions, the app’s commenting system is very much an interactive chat with the goal of forging relationships based on shared experiences.

Steemit

Founded in July 2016, Steemit is a blockchain-based social media platform modeled loosely on Reddit.
A major difference between the two? Steemit rewards users with the native virtual currency STEEM when they curate or curate popular content. STEEM can be used to earn votes on the platform to purchase actual gifts. Credits can be purchased with bitcoin or other cryptocurrencies and shared with others on the platform.

In the company’s own words, “Steemit has redefined social media by building a living, breathing, and growing social economy – a community where users are rewarded for sharing their voice. It’s a new kind of attention economy.”

If videos or gaming are more your cup of tea as opposed to writing, you can check out D.tube where you can earn STEEM by publishing videos or voices, music and sounds with D.sound.

For more information on getting started on Steemit, browse these beginner guides:

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Reddit Marketing Strategies for Those Who Don’t Have Time for Reddit Marketing


Reddit is one of the most vibrant communities on the Internet and a powerful source of attention. A positive Reddit mention can mean thousands of visits to your website or your product.

Your audience may be there. Opportunities certainly exist there.

Should you be there, too?

It’s a tricky question to answer because one of the first rules for marketing on Reddit — one of the first rules for marketing on any social media site, really — is that you have to be genuinely engaged and committed to the communities you’re part of.

But there’s good news. You can gain so much from the awesome people at Reddit whether or not you have the time to fully dive in. Yes, there are marketing tactics to drive meaningful traffic. But there are also a handful of other ways to benefit by learning from the community, engaging with the community, and building a thoughtful Reddit strategy.

We’ll talk about it all in this post. Come along!


About Reddit Marketing

Reddit is one of the most vibrant communities on the Internet. And one of the largest, with over 300 million active users. 

To put that in perspective, that’s more than …

  • Twitter
  • LinkedIn
  • Snapchat
  • Pinterest

Yet when you hear about strategies for marketing to social networks, you rarely hear about Reddit. 

This isn’t to disparage all the great guides that people have written about Reddit marketing. They’re really good! These guides have some great tips in them, which we’ll do our best to condense into the most actionable takeaways that you can put to good use today. 

So why does Reddit fly under-the-radar when it comes to social media marketing options? 

Well, one of the key things to note about Reddit is that it’s not exactly welcoming to organic, native promotion. Reddit wants authentic contributions — which of course makes sense. That’s how the best social networks thrive!

This ethos is really well-captured in this phrase from Reddit’s community guidelines:

It’s perfectly fine to be a redditor with a website, it’s not okay to be a website with a reddit account.

Hmm, well, all of us brands and businesses are definitely websites. What are we to do?

One great thing about Reddit is that, while its guidelines are protective, they’re not meant to be exclusionary. There are ways for marketers to make use of Reddit in many ways, whether you’re interested in becoming a redditor or not, and whether you’re looking for organic or paid. Even if you don’t have time for full-scale Reddit marketing, there are ways you can gain from the Reddit community.


Reddit Marketing Strategies


1. Use Reddit as a Customer Research Tool to Find the Latest Trends

We believe this strategy can work for all marketers — whether you’re a redditor or not, and even if you only have small pockets of time to commit.

The great thing about this tip is that it doesn’t require you to devote yourself to becoming a seasoned Reddit contributor. Anyone can use Reddit for research, right now. It only takes a few minutes, and there’s a ton to gain for your marketing.

The premise is simple: 

You can gain marketing insight by using Reddit as a research tool to see what people are talking about and what’s trending right now. 

Step one: Find the subreddits that are relevant to your brand or business.

This will come in handy for the Reddit strategies we mention later on, too.

There are a couple different ways to search for subreddits. You can go straight to Reddit and search for the topics that you’re interested in. The search results will show you a list of suggested communities to join as well as a list of the most popular content related to your search term.

Another way to find subreddits is on a subreddit itself. The subreddit “find-a-reddit” is a place for people to ask questions about certain topics and then the community responds with ideas of subreddits to join.

Also, there are some great third-party options for subreddit searches. too.

One of the best is Redditlist which aggregates the most popular subreddits and lets you search for keywords. Also, Redditlist gives you some neat data on the subreddits, like how many subscribers it has and how fast it’s growing. 

Generally, the larger the subreddit, the faster you’ll be able to gain research insights. And of course, when you get into advertising potential, the larger the subreddit, the larger the audience.

Once you’ve found your “people” on Reddit, the next steps for researching are totally up to you.

You can go the super manual way and just navigate to each of the subreddits directly and browse them. If you go this route, I’d recommend setting up a regular reminder to visit things daily or weekly, depending on the volume of the subreddit.

And another way that works really well if you’re doing research or content at scale is to plug your subreddits into a content aggregator like Feedly. We do this for social media content on our Buffer feeds. This will pull in all of the subreddit threads directly into Feedly where you can browse them cleanly all at once. We’ve gained a lot of insights into social media trends by following Reddit conversations over the past months.

The one thing missing from the Feedly approach is going to be the upvotes and rankings for content. You won’t see this in Feedly. So what you can do instead is sort the content using Feedly’s popularity option, which scores posts according to their popularity on Feedly and other platforms. 

Then just like that, you’ve built your research engine. You can use it for things like:

  • Hearing what questions people are asking
  • Noticing what topics are getting the most attention
  • Keeping an eye on upcoming trends and competitor products, and 
  • Catching news stories you might have otherwise missed

While we’re on the topic of research, let’s go to our Reddit strategy number two, which you can also put to use whether you’re a redditor or not.


2. Use Reddit to get ideas on how to write catchy headlines

One factor into why content does well on Reddit — other than the quality of the content itself — is how something is framed or worded in the title. Redditors make great use of this space to show off what their post is about. Marketers can learn a lot from this!

You can observe the copywriting on Reddit to see what kind of styles are resonating with people and getting upvoted. Anything at the top of your chosen subreddits will be good to see. You can also go to the Reddit homepage or the subreddit “all” and check out the most popular posts across all of Reddit.

Then you can use these writing insights to feed back into your blog post headlines and email subject lines, just like that! 


3. Connect with people on Reddit who want to engage with your brand

Though Reddit might not want marketers in their midst, the topics do occasionally shift to products … maybe even your product. A good social media practice is to be present with your customers and audience wherever they are, which means lending a listening ear to Reddit. 

You can do this with a manual search, keeping tabs on any brand mentions that happen to come in. You can also look into some social support tools that have this functionality built in. 

When you’re choosing to respond, be sure you understand the context of the conversation you’re jumping into, then feel free to jump in and be helpful. There’s a fear with marketing on Reddit that the backlash for bad marketing can be swift and severe. But If you approach your conversations with authenticity, then you should be in good shape.


4. Get more traffic from Reddit (the right way)

When people talk about Reddit marketing, they’re often thinking of ways to get traffic from Reddit to their website. If you’re interested in using Reddit for referral traffic, then let’s start with some of the advice we mentioned earlier … 

First and foremost, you must be an authentic contributor to the Reddit community.

There’s no way around this. If you want to drive organic traffic from Reddit, then you can’t just show up and promote your stuff. You have to genuinely take part in the community. 

The only other shortcut to Reddit traffic is through advertising, which we’ll get to in a minute. But for organic referral traffic from Reddit, it all starts with you getting involved. 

And once you’re involved, here are the next steps to follow.

1. Find your ideal subreddits. 

Again, you can do this by searching Reddit or by using a tool like Redditlist.

2. Understand the Reddit demographics

On the macro scale, Reddit’s primary demographic is males between the ages of 25 and 44.  The overwhelming majority of users come from the U.S., in particular San Francisco and Seattle.

But that’s by far not the only crowd that’s on there.

Especially with Reddit’s subreddit system, you can find huge pockets of engaged communities that are specific to your niche. 

So when it comes to your Reddit traffic strategy, you can take a couple of different swings: 

  1. You can swing for the fences and aim to reach the front page of Reddit, where everyone can see your content. 
  2. Or, you can target specific niches on subreddits. These will have lower reach than the 330 million users we talked about earlier, but they do have significant sizes: Many subreddits boast 100,000 and more users.

Here are a couple more things to keep in mind if you’re looking to get traffic from Reddit.


5. Earn karma points by giving value to the community

image via Oberlo

Karma points function as a scorecard for Reddit users and are earned every time you share links and comments. These links and comments can be upvoted or downvoted, which corresponds to the rising and falling of your karma. 

To be successful on Reddit, you need to build up your karma points. At least a few hundred points are needed to show that you’re serious about taking part in the communities. Some subreddits even require a minimum amount of karma before you can post.

Karma points don’t necessarily affect the virality of your content, but they are a good signal to your fellow redditors of whether you’re on Reddit to genuinely be involved or whether you’re just there to self-promote. 
When you’re building up karma points, there are a couple of workflows that can help …

  1. Get involved in popular subreddits like today-I-learned and Ask-Reddit. These are some easy, breezy places to get started with commenting.
  2. And when you’re link sharing, you can build Reddit into your usual content workflow and share to Reddit anytime you would share to Twitter and Facebook, too. 

Ok, now when it comes time to post your content to Reddit, here are some ways to make sure it gets as much traction as possible. 


6. Reverse-engineer the popular headlines of your subreddit

Like many things on social, one of the key aspects will be the title. The same goes for Reddit threads.

Look at the structure of how these titles are created. Notice what gets upvoted and what doesn’t. Then you can take these insights and put them back into the title that you write. 

On the Grow and Convert blog, they talk about a couple of headline formulas that work really well on Reddit.

The first is … 

Need [x]? Here’s [y]

For example, you could say: Tensed shoulders? Try these few stretches (very work-friendly!)

And the second headline formula is … 

[specific time before] I [did something]. I will now [explain to you/share even more detail/teach you how/explain what happened].

And an example of this is: 3 months ago I posted the exact process on how I made $150,000 selling T-shirts on Amazon. I will now explain the exact steps you can take to earn your first $1,000,000 selling on Amazon via the Shopify integration with ZERO inventory.

The Foundation blog also did a study on Reddit titles, and they found some general rules to follow. 

  • Posts with titles between 60 and 80 characters got the most upvotes
  • Posts with titles that were longer than 120 characters or shorter than 20 characters fared the worst. 

And their overall advice probably sounds familiar: The best approach to ensure that you’re writing a title is to review the top 15-20 posts within a subreddit.

The research really pays off!

Additionally, it’s worthwhile to pay attention to some of the trends on Reddit. For instance, the most frequently used phrase in titles is “if you have …” which is very similar to the “need this? try this” formula that we mentioned a moment ago. 

And another favorite topic of redditors is year-end lists or year-ahead posts. Some of the most common numbers in titles are years like 2018 and 2019. 

So if you authentically engage with the community and write good content with titles that resonate, then you stand a great chance of succeeding on Reddit. One last tip we’ll mention is about promoting your content on Reddit … in addition to posting on your chosen subreddit, you can also 


7. Cross-post to other subreddits to make sure it’s seen by as many people as possible. 

When you do this, you can click the “cross post” button at the bottom of your original thread to cross-post it to any other subreddit. One thing to note: You’ll want to use this strategy wisely and not be overly promotional with every post you share. 


8. Use Reddit paid ads to place your content

Reddit advertising is in its early stages compared to other social sites, so there’s still room here to get good returns. 

Reddit advertising works on a cost-per-click basis. You can optimize your campaigns for reach, video views, traffic, and conversions. The video views are especially great because videos are one of the most engaging types of content on Reddit.

For targeting, you can choose to show your ad to all of Reddit or you can focus on certain subreddits. 

There’s a neat case study on how the search engine DuckDuckGo found really stellar success with Reddit advertising.


How to say hello to us

We would all love to say hello to you on social media – especially Twitter!

Thanks for listening! Feel free to connect with our team at Buffer on TwitterBuffer on Facebook, our Podcast homepage, or with the hashtag #bufferpodcast.

Enjoy the show? It’d mean the world to us if you’d be up for giving us a rating and review on iTunes!


About The Science of Social Media podcast

The Science of Social Media is your weekly sandbox for social media stories, insights, experimentation, and inspiration. Every Monday (and sometimes more) we share the most cutting-edge social media marketing tactics from brands and influencers in every industry. If you’re a social media team of one, business owner, marketer, or someone simply interested in social media marketing, you’re sure to find something useful in each and every episode.  It’s our hope that you’ll join our 27,000+ weekly iTunes listeners and rock your social media channels as a result!

The Science of Social Media is proudly made by the Buffer team. Feel free to get in touch with us for any thoughts, ideas, or feedback.

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PODCAST: Reddit’s Community Approach to Brand Marketing with Will Cady, Head of Brand Strategy at Reddit

This week’s episode of Social Media Week’s Leads2Scale podcast features Will Cady, Head of Brand Strategy at Reddit.

At Reddit, Will oversees a team built to find homes for brands amidst Reddit’s vast ecosystem of every online community imaginable.

During the conversation, Will discussed:

  • Will’s background as a musician and what lead him to join Reddit
  • The parallels between the music industry, social media and building community
  • The growth of subreddits and the role they have played in driving community engagement
  • And how they work with brands and the role they play on the platform

Listen to the full episode below:

Subscribe to Leads2Scale on Anchor, Apple Podcasts, Breaker, Google Podcasts, Pocket Casts, RadioPublic, Spotify, Castbox, Overcast, or Stitcher.

If you have suggestions for who we should interview or what topics you would like us to cover, please reach out to us at leads2scale@socialmediaweek.org.

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PODCAST: Reddit’s Community Approach to Brand Marketing with Will Cady, Head of Brand Strategy at Reddit

This week’s episode of Social Media Week’s Leads2Scale podcast features Will Cady, Head of Brand Strategy at Reddit.

At Reddit, Will oversees a team built to find homes for brands amidst Reddit’s vast ecosystem of every online community imaginable.

During the conversation, Will discussed:

  • Will’s background as a musician and what lead him to join Reddit
  • The parallels between the music industry, social media and building community
  • The growth of subreddits and the role they have played in driving community engagement
  • And how they work with brands and the role they play on the platform

Listen to the full episode below:

Subscribe to Leads2Scale on Anchor, Apple Podcasts, Breaker, Google Podcasts, Pocket Casts, RadioPublic, Spotify, Castbox, Overcast, or Stitcher.

If you have suggestions for who we should interview or what topics you would like us to cover, please reach out to us at leads2scale@socialmediaweek.org.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWLDN 2019 PROMO

The post PODCAST: Reddit’s Community Approach to Brand Marketing with Will Cady, Head of Brand Strategy at Reddit appeared first on Social Media Week.

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Unleash the Power of Fan Communities with Reddit

Reddit is the fifth largest website in the United States, with 150 million users domestically, and 330 million worldwide. They have a dedicated user base, with an average time on site of 16 minutes. So how can a brand navigate this space to successfully learn about their fans, engage with the community, and promote their products? What options are available?

During #SMWLA, Noam Cadori, Head of Revenue & Data Partnerships for Reddit, was joined by Kaylin Link of Socialgist, for a conversation around how brands can take advantage of Reddit’s fan communities, which addressed these questions amongst others.

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It’s All About Community

The first thing to understand about Reddit is that its focus is the community. “We’re about bringing community and belonging to the world. That’s the mission of the company. That’s the thought behind every product release” said Cadori.

With 135,000 individual communities, there is something for everyone. You’re likely to find fans already online talking about your brand and your competitors. These conversations provide valuable information that can inform marketing decisions.

“A lot of brands today tout the word ‘community’ — it’s almost like a buzzword, you hear it everywhere. And I think what is really special about our site is we’re a collection of communities. That’s what Reddit is.” explained Cadori.

What Does this Mean for Brands?

Reddit is place where brands can better understand their fan community, engage with people who are passionate about their products, and learn insights about their vertical. To break it down, brands can engage with Reddit in three basic ways:

  • First, brands can “Perceive” – they can analyze the conversation around their products in order to gain insights into their consumer. Listening to organic fan conversation and analyzing the sentiment can help brands build a consumer profile, understand their product’s strengths and weaknesses, and guide marketing decisions.
  • Second, brands can “Engage” – they can find communities that are applicable to them, engage in conversation, or set up an AMA (Ask Me Anything) with a brand representative or influencer.
  • Third, brands can “Promote” – this usually takes the form of paid advertising or promotional partnerships facilitated by the Reddit team.

Remember to Respect the Community

Reddit has a community culture that brands should be aware of when creating a presence on the platform. As a brand, you are entering a conversation already in progress and want to make sure to make a positive impression.

Cadori’s advice to brands on Reddit is this: “Similar to how you’re thinking about engaging with strangers, these people are on our platform and already talking – so just be mindful of what they are saying. If you just walk into a room full of strangers and you blast out a message… ignoring what people are saying, that kind of rubs people the wrong way.”

What about the Data?

If you are a brand marketer, you may be wondering – what kind of data and analytics can Reddit provide? Reddit has a strict privacy policy and will not provide any data that the user did not share publicly. However, Socialgist works closely with Reddit to provide an analysis of the available public data, and the Reddit ad sales team can provide audience segments for advertising purposes – based on the target you’re interested in.

In a landscape where brands talk about community but rarely achieve it, Reddit is a great place to find your fans and engage with them authentically.

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Reddit’s Head of Brand Strategy to Speak at Social Media Week in Los Angeles

Today, we’re delighted to announce that Will Cady, Reddit’s Head of Brand Strategy will speak at Social Media Week in Los Angeles in June (#SMWLA).

Register for Your Pass at 35% off and Save Over $400!

As the sixth-most trafficked website in the U.S, and the only major social site that’s privately held, Reddit has gone through a massive transformation during the past couple of years. In 2017 it completed a $200M Series C funding round and this past week they announced an additional $300M led by Chinese tech giant Tencent Holdings (which contributed $150 million).

As a musician, Cady saw the potential of Reddit when he discovered a dedicated community of fans on the platform that not only listened to his music but would go as far as helping him book a last-minute venue for a gig that fell through. Since joining the Reddit team, Cady has used his personal experience on the platform to inform the brand’s advertising and strategy, helping foster more meaningful connections between users and their communities.

Reddit has undergone a major image makeover, one that the brand strategist learned in many ways from transformative and vulnerable forums on the site like r/ChangeMyView and r/IAmTheAsshole. At #SMWLA, Cady will be sharing the details of how these positive spaces inspired change sitewide.

We’re eagerly anticipating the engaging and entertaining conversations like this one that we’ll have in Los Angeles this June, so stay tuned for upcoming lineup announcements and don’t forget that tomorrow is your last chance to take advantage of our early bird pricing, which is 35% off of the walk-up price.

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About #SMWLA

In its 9th year, Social Media Week Los Angeles (#SMWLA) brings together professionals with a curiosity and passion for new ideas, innovations and emerging trends in social media.

This year the theme is Stories, which will explore how the stories we tell, consume and share have the potential to shape who we are and what we become.

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10 New Social Media Products and Platform Updates Marketers Need to Know About

1. LinkedIn Video For Business

Get 5x more engagement on your videos

By one study, videos are being interacted with on LinkedIn twenty times more than other types of content on user feeds. To meet that demand, and to adapt to the form in a way that other platforms haven’t, LinkedIn has gone all-in on video as a key part of their strategy for business and company pages.

The strategy seems to be working: according to their beta testers, Company Page video is 5x more likely than other types of content to start a conversation among members.

2. WhatsApp for Business

New features specifically designed for business users

Just over a year after its official launch, WhatsApp for Business has topped 5 million monthly users. The differentiated platform, at times described as a Facebook Page-like business hub on WhatsApp, “helps companies better connect with their customers and establish an official presence on WhatsApp’s service.

Its Quick Reply, auto-reply, and away messages make it easier for business owners to manage communications with curious customers or leads.

3. TikTok Ads

Ads are now on TikTok. Are you?

TechCrunch’s Sarah Perez wants you to pay attention to TikTok. Given their meteoric rise and unique interface, we’re inclined to agree. And if you’re a brand who is aiming to grab the attention of Generation Z, you’d be wise to listen. Ad “units” are being introduced to a subset of users, with an ad placed by Grubhub appearing for the first time in late January.

The type of engagement it cultivates by allowing users to work together to create content, is highly attractive for advertisers aiming to target younger social groups. And given its dominance in an app ranking that’s otherwise flooded by Facebook-owned products, the ability to effectively bring in advertisers will allow it to stay competitive in the popularity contest it’s currently in…and improbably holding its own.

4. Instagram Stories Editor

Design, beyond the platform basics.

Instagram Stories have skyrocketed in popularity, quickly surpassing its inspiration Snapchat and now reportedly twice as popular. With that spike, apps are proliferating to allow creators to develop standout stories and polish content for the fast-moving space.

Our favorites include InShot (designed to help you format content for the vertical medium) and Hype Type (which can handle some of your more rudimentary video captioning needs). Check out these roundups from Later and Refinery29 for even more ways to help your content stand out in this highly trafficked space.

5. Instagram Stories Direct Links

Spread your stories far and wide.

Instagram is rolling out a “Share Link to Entire Story” feature, allowing accounts to share direct links to full stories. In this way, self-contained features like user takeovers or Q&As can live a life beyond Instagram Stories alone. This feature can also be boosted with their “Promote” feature, which allows users to follow a CTA to the account’s website, profile, or Direct Messages. If stories-style sharing truly is the future of social media, this ability to spread its influence will become more common…and more essential to success.

6. LinkedIn Ads

Coming soon to a feed near you…ads for movies, products, and more.

Speaking of spreading influence, look for LinkedIn to take advantage of this trend in ways you might not expect. The platform, often thought of as the “professional” social network, is expanding its view on the type of ads that can appear on its platform. Users can be targeted in their professional areas of interest, like “arts and entertainment,” “marketing and advertising,” “and “business and management.” The result? Ask users who saw ads for the Paramount Pictures’ film What Men Want on their feed, an example that previously would have felt out of place on the platform.

7. Reddit Cost-Per-Click Ads

Don’t sleep on Reddit as a home for your ads.

LinkedIn isn’t the only platform looking to rethink their ad strategy. Reddit is gradually introducing cost-per-click ads to its advertisers, and is already seeing their utility through companies like Wayfair and Hired. Though the cost-per-click model is far from new, it is new to Reddit, where ad revenue previously came from a combination of reach, video view, traffic and conversion-based ads. Ad revenue has grown five times over the past three years and sales have more than doubled year-over-year. With this affordable option now in Reddit’s arsenal, that growth seems likely to continue.

8. Facebook Petitions

Bringing people together for a common cause.

Facebook remains in favor as a means of gathering people, a fact that likely informed the company’s recent move to connect Stories to Facebook Events. Another way Facebook plans to capitalize on its people-gathering power? Its recently deployed Petitions feature. Designed to help people reach out to elected officials, Petitions will allow users to rally around a cause, engage in discussion around the issues at hand, and will be connected to Events and Fundraisers for even more involvement potential.

9. Twitter Morning News Catchup

Recaps and reviews to catch you up.

After a brief but unpopular foray into algorithmic feeds, Twitter now understands the appeal of its real-time setup. With that misstep in mind, it wants to make absolutely sure you won’t miss anything newsworthy…and is doing so by testing a Morning News Catchup.

This differs from their “while you were away” feature, in that it focuses on current events rather than popular site content. For brands aiming to capitalize on the news of the day, this feature is a welcome one to ensure that your prospective consumers are as informed as you are.

10. Twitter Auto-Response

Make it easy for them to come back for more.

As you look for new and different ways to engage with your followers and fans on Twitter, we hope you haven’t overlooked the Auto-Response feature. Launched last year by the platform, it allows users to opt into additional contact from an account for a very specific purpose. For example, Netflix’s Stranger Things allowed its Twitter followers to opt in for a “trick” or “treat” from the account- they need only indicate their preference with an emoji. The tool is a fun one for engaging with followers in an unexpected way, and provides the kind of surprise and delight that can feel rare in our often predictable world of social media.

There you have it: 10 new features (and, for some, platforms) to experiment with, in pursuit of growing your brand’s presence online. We can’t wait to hear the amazing things you’ll do with these tools…they’re waiting for you to test them out!

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WATCH OUR 2019 PROMO

The post 10 New Social Media Products and Platform Updates Marketers Need to Know About appeared first on Social Media Week.

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Why Choosing The Right “Meme Machine” Can Help Your Content Go Viral

Among the many pieces of viral content that pops up on our feed every day, a lot of them are memes. However, do you really understand how this trending digital language came into being, and the whole culture that evolves around it?

There’s no better way to learn about this than hearing from Joe Federer, Head of Brand Strategy at Reddit, a hotbed for memes and one of the first sites where viral content usually takes off.

At Social Media Week London 2018, Federer challenged the audience’s understanding of what a “meme” is, and how better-informed knowledge of this culture can help evaluate branded social content.

Being the site where viral content takes off

Most people know and use Reddit, but few truly understand why it’s so popular. According to Federer, Reddit is not only the internet’s home for conversation, but a place where different communities can freely communicate.

And most importantly, it’s a place “where people can be their true selves,” said Federer.

When we go to social platforms like Facebook or Instagram, we are interacting with the people we know or those following us. Thus, our behaviors change accordingly because of what we want/don’t want these groups of people to see, according to Federer. But while on Reddit, since communities are organized around interests and passions, users are expected to feel less restricted.

“This platform gives us the freedom to explore new interests and be creative in ways that we aren’t in these other social networks,” said Federer.

Understanding the “meme machine”

Federer brought the audience back to the origin of the word, meme, to introduce the concept of a “meme machine,” a physical capacity that carries our ideas.

Nowadays, we see memes in a very common format — heavy white font with black outline against a gif, movie scene, stock photo… you name it. Most of the time, the background remains the same and it’s the text that gets changed. Recent examples of viral formats include a car that drastically turned to the right at an intersection, and a screenshot of Drake in the music video, “Hotline Bling.”

Federer thinks that the format of the meme, aka, the meme machine, is just as important as the meme content itself.

“The meme machine is doing the same thing that a good comedian does,” said Federer. “A good comedian will tell you a joke about something that you’ve heard a thousand other jokes about, but will do it in a way that makes it funny and compelling and fresh again.”

So, how to create a good meme?

To wrap up, Federer summed up three main takeaways that content creators can learn from to create their next viral phenomenon.

First, the format of the message is just as, if not more, important, as the message itself.

Second, to drive sharing for your social content, that content should feel at home in its own environment.

Third, the best way to ignite your audience on Reddit is to add value. If the default posture of a brand is trying to look at various communities and networks and trying to add value to conversations, things tend to go right.

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The post Why Choosing The Right “Meme Machine” Can Help Your Content Go Viral appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/11/why-choosing-the-right-meme-machine-can-help-your-content-go-viral/

Eight Out of Ten Reddit Users Get Their News From the Site, Pew Report Says

Reddit isn’t exactly a household name when it comes to the news, at least not for people who grew up with traditional sources like newspapers and TV networks. But a new report from the Pew Research Center says that for those who visit Reddit regularly, the site plays a significant role in their news consumption:…

http://fortune.com/2016/02/25/reddit-pew/

This Country Banned Tumblr Because of Its Porn Posts

Indonesia has banned the blogging site Tumblr over the presence of pornographic content. The platform was one of 477 sites that were blocked by authorities in a crackdown over the distribution of porn on the Web, reported the BBC. The move was made without any consultation or prior warning with the company, which is owned…

http://fortune.com/2016/02/17/indonesia-tumblr-porn/