Here’s How to Make Your 2018 Instagram Top Nine Collage

We are officially less than three weeks away from the new year, and to honor 2018, what better than reflecting on some of your most memorable moments on Instagram?

Now, here’s an app that makes everything easy like a breeze. Top Nine, a free-for-download collage app that helps users collect their most liked photos throughout the past year, and put them all into one nine-photo collage square-image ready-made for sharing on Instagram.

You can either use the app or go to their website, and all you need to do is type in your Instagram handle and email address. You will then see the collage both on the app and via email, which is ready to be downloaded and shared to Instagram.

The finish page not only shows you the photo itself but how many likes you’ve gotten collectively. You will also know other information like how many photos you’ve posted, and how many likes you have for each post on average.

Top Nine also offers the option to make your chosen Instagram posts into merchandise like phone cases, tote bags, pillows, etc.

Give it a shot before the year ends!

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Boost Your Instagram Stories Game for 2019 With These 10 Practices

There are about 40 million users viewing Instagram Stories daily. As brands continue to brainstorm for better social media strategies, Stories has become a marketing battleground that they have to take to win.

Here, we’ve listed 10 best practices for brands to make perfect Instagram Stories, all demonstrated with successful examples from brands. Hope this will give you some inspiration to develop your Instagram strategy for 2019.

1. Don’t underestimate the use of stickers

Instagram Stories is a highly “clickable” space – when viewers see something that they can click on, they are more likely to feel the pulse to give it a try. This creates great opportunities for hashtags stickers. Hashtags are great items for grouping relevant content together, and encouraging individuals to become part of a hashtag campaign built by brands.

A great example of this would be UN Women’s #hearmetoo. When UN Women’s Goodwill Ambassador Nicole Kidman gave a speech at a recent United Nations event, UN Women posted an Instagram Story of a photo of Nicole speaking at the podium with a hashtag sticker #hearmetoo. The sticker created an opportunity and an entrance for anyone who’ve viewed this Story to click in and see more relevant content, and even potentially contribute their own content to the hashtag – see how many actions a simple hashtag can incur?

2. Go behind the scene

One thing that is particularly popular among Instagram Stories content is anything behind the scene. Viewers want to see things that they wouldn’t normally see – this especially applies to brands that are big and always tend to provide well-crafted, delicate content.

Since your audience expects to see something raw, behind-the-scene Stories don’t even have to look all that professional. Just show how a product is made, go into the heart of a newsroom, or talk to a celebrity backstage. There are tons of opportunities for behind-the-scenes content once you start looking for it.

In Maybelline’s Behind The Scene Stories, the brand shows viewers how makeup artists and models get ready backstage for shoots. Selfie-style short videos not only get viewers closer to the models but the brand itself.

In VICE News’ Election Day Stories, viewers follow news producers as they followed candidates running for office across the country, and recorded they were getting people to vote. These Stories make the audience feel attached because they were shared real-time during election day, and were taking viewers to places they wouldn’t have been in – this feeling of exclusiveness is something unique to behind-the-scene Stories.

At Social Media Week London 2018, That Lot’s Creative Director David Levin echoed this behind-the-scene method. He went on to add that content with a sense of authenticity is what will ultimately capture audience’s heart.

3. Be simple in style

Lots of brands spend time crafting, polishing and perfecting every photo they post on Instagram’s main feed, and there’s no wrong in doing that. However, Stories is a different channel where a completely different style of content speaks to viewers more effectively. Countless examples have shown that straightforward, concise photos with simple text overlay are what viewers usually buy into.

Fitbit’s RNR 2018 Stories is a promotion for its products as being one of the sponsors at a Las Vegas marathon event. It features simple photos of a past event and informative text telling the audience what the event is about, along with how pretty the city looks. Stories like these give audiences a short but strong dose of information that helps a brand promote a product. And since the text is simple, make sure your visuals shine through.

4. Use UGC content

UGC, namely User Generated Content, is a great tool for brands to diversify their content. You can only afford to have so many staff members on your editorial team, but users’ ideas are unlimited, so why not try to make full use of them?

There are many ways to gather responses from readers, like creating a Questions sticker. Meme and viral content manufacturer 9GAG oftentimes post “caption this” kind of Stories, of photos with meme potential for the audience to caption. Another perfect example would be Follain’s Cleanwashing 101 Stories, in which the brand asked their audience what the term “clean beauty” means for them and did a thread of Stories featuring their answers.

It’s something satisfying for followers to know that their answers were picked, which is a great way to generate customer loyalty, keeping them interested in the next moves of a brand.

5. Create categorized story highlights

Who says that Instagram Stories can only stay for 24 hours? You can make them last longer by adding them to Highlights, collections of past Stories that you can name, and for people to access through your profile page.

This feature creates a perfect chance for new followers of a brand to quickly look through different products or campaigns. Ipsy’s Highlights are the perfect example. This beauty brand has created different Highlights showcasing the brand’s products, past events, beauty looks, etc. Once done well, Highlights is a quick and efficient way to get the hearts of undecided newcomers to the page. It’s time to impress visitors with some fancy Highlights!

6. Think carefully about incorporating a “swipe up”

Instagram is always adding new and exciting features to Stories for brands to keep up with, and one of those that shouldn’t be missed is the “See More” feature that is seen at the bottom of a story. By swiping up, viewers will be redirected to a link set by brands themselves.

This feature is great to create a call-to-action. Whether it’s about donating to a charity or buying a product on an app, or a YouTube video, this is the chance to get desirable actions from your audience.

In Southwest’s Shark Week Stories, each of them has a link that directs the audience to a ticket purchase site. Ultimately, features like these are supposed to make an action from consumers effortless.

But note that you can only use this feature if you have a verified account, or you have a business profile that has more than 10,000 followers.

Here, David Levin used NIKE’s Story to show how by adding a simple sticker, you can make it even more tempting for viewers to swipe up.

7. Use multiple slides to narrate a story

Everyone loves a good story. In a time dominated by audiences with short attention span, it takes great talent and effort to produce Stories that are thumb-stopping.

National Geographic is on its fourth year as the number one brand on social, constantly producing Stories that are great material for brands to learn something from. A great example would be their “Story of a Face” Stories, which narrates the unbelievable visually engaging journey of a girl who went through a face transplant in just 25 slides on Stories. This collection complies of videos, photos, texts, explainers, etc., all in a fashion so narratively enriching that no viewer would ever want to quit watching.

It’s also very smart of them to include a link at the last slide of this collection to direct viewers to Nat Geo’s website for a even more complete and longer version of the same story, for viewers who want to know more information.

8. Deliver information that’s clear even without the sound on

A striking 40 percent of Instagram Stories are watched without sound on, according to Likeable. Although some content can only be delivered with sound, like selfie-style, behind-the-scene Stories, when it comes to other formats, brands need to think about content with information that can be delivered even on silent mode, but not compromising the visual elements.

Hopper’s ICYMI Stories showcase its new hotels addition featuring well-shot images with simple text and tags. These Stories have enough information to tell the audience where the hotels are and how they look like without the necessity to have sound.

9. Give shout-outs to your audience

A shout-out to your loyal subscribers is a necessary next step following UGC content – a great way to thank them for what they’ve contributed to the growth of the brand, and also to show that you’ve been paying attention to what they have to say.

Bremont’s #MyBremont Stories highlight owners of Bremont watches with either photos or videos of themselves wearing the products, all submitted by consumers themselves. It’s a smart act not only to choose a wide range of products to showcase, but a way to show followers that the brand does listen.

10. Host limited-time promotions

Giveaways or discounts aren’t so unique when they are all-year around, but when offered with a sense of urgency, it usually works better, because consumers now feel tempted to act before it’s gone. That’s why limited-time promotions can generate great engagement.

Pnwonderland’s Hallmark Resort Stories offer a free night’s stay at a hotel. It directs the audience to a specific post for more information and encourages them to take action.

By understanding what your brand believes in, who is your audience, and what you hope Instagram as a platform can contribute to your brand, you can start choosing wisely and incorporating some of these strategies to make your Stories shine in 2019.

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PODCAST: The Rise of Messaging Bots

This week’s episode of Social Media Week’s Leads2Scale podcast features Kieley Taylor, Managing Partner, Global Head of Social at GroupM, as well as Mike Blake-Crawford, Strategy Director at Social Chain.

GroupM and Social Chain are in many ways very different, but in this episode, Kieley and Mike both picked up on a trend that has become too big to ignore — messaging bots.

Featured in this episode, they discussed:

  • The potential in messaging bots to reduce the cost of customer care
  • How messaging bot technology can create a huge opportunity for brands to develop meaningful interaction with customers

Listen and subscribe via the following platforms: Anchor, Apple Podcasts, Breaker, Google Podcasts, Pocket Casts, RadioPublic, Spotify, Castbox, Overcast, and 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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AI Researchers Warn of Urgent Need of Algorithm Supervision

It has been yet another drastic year for Artificial Intelligence. The public has applauded its achievements, but also couldn’t help but frown upon its faults.

Facebook has gone under fire for facilitating a genocide in Myanmar; Google was accused of building a censored version of their search engine for the Chinese government; not to mention the Cambridge Analytica data scandal which got under every Facebook user’s skin. The list goes on.

It seems like the public is in a blind spot, where they don’t know enough about AI, but are the victims of anything AI has done wrong. This is the focus of the annual report just launched by AI Now, a research group made up of employees from tech companies including Microsoft and Google.

The report elaborates on what the researchers termed as “the accountability gap,” meaning there are many social challenges of AI and its algorithms that are urgent to be addressed but remain unregulated because the public lacks the tools or knowledge to hold tech giants accountable. It also puts forward recommendations on the steps to be taken to address these problems.

The case studies showed in this report are nerve-racking. According to the report, throughout the year, it has been actual people who suffered from the fails of experimental AI systems. In March, AI-powered cars killed drivers and pedestrians; in May, an AI voice recognition system developed in the UK falsely detected immigration frauds, canceled thousands of visas and deported people; in July, IBM’s Watson system gave “unsafe and incorrect treatment recommendations.” It’s horrifying to think that a lot more cases remain unreported.

Usually, AI software is introduced into public domains with the purpose of cutting costs and increasing efficiency. However, results from these actions are systems making decisions that can neither be explained, nor appealed. “A lot of their claims about benefit and utility are not backed by publicly accessible scientific evidence,” AI Now’s co-founder Meredith Whittaker told The Verge.

The report puts forward ten recommendations on securing a healthier future of AI, among them are the need to have more precise supervision systems, and matching marketing promises to reality.

First, sector-specific agencies need to be put in place to oversee, audit and monitor tech companies that are developing new systems. The report claims that a nationwide, standardized AI monitor model will not meet the specific requirements needed for detailed regulation, especially since domains like health, education, criminal justice, etc. all have their own frameworks, hazards and nuances. For marketers, when implementing AI systems to different clients, this should also be kept in mind so that technologies will not be turned against us.

Second, marketing promises should be accurate when it comes to AI products and services. This especially applies to consumer protection agencies to ensure “truth-in-advertising” laws to AI products. The reports warns AI vendors to be held to even higher standards for what they can promise, especially since the scientific evidence that are supposed to be backing these promises is still inadequate.

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Facebook Watch Adds Cult Classics ‘Firefly’ and ‘Buffy the Vampire Slayer’ to Attract Millennials Viewers

Last Friday, Facebook Watch made an effort to boost its video streaming service, by dropping every season of “Buffy the Vampire Slayer,” “Angel” and “Firefly” on the platform.

These three Whedonverse shows were added to the streaming service as a result of a deal between Facebook and 20th Century Fox Television.

Facebook launched Facebook Watch, its on-demand video service, back in August 2017 and become available internationally to all users a year later, but has yet to gain popularity among the majority of its users, especially among already existed competitors like YouTube and Netflix.

With these three new shows, Facebook Watch is also encouraging viewers to watch them with its Watch Party feature, which allows users to watch videos while discussing in real-time with friends.

“What we’ve been focused on Watch is building a people-centric video platform, creating a social viewing experience where you can connect with other people who love the shows, and even the creatives who worked on them,” Matthew Henick, Head of Content Planning and Strategy for Media Partnerships for Facebook, said in a conversation with Variety.

Watch Party is a feature launched to Groups in July 2018 and has now been made available to all Pages and users, meaning anyone can start a Watch Party with friends directly from the videos they are watching, or by sharing on their Timeline. Since Watch Party’s launch, more than 12 million Watch Parties have been streamed, according to Variety.

What makes it even more fascinating is in Facebook Watch’s choice of streaming these particular three shows, which dp have a cult following two decades ago but don’t seem to be the favorites of Millennials and Gen Z. It thus seems to be Watch’s effort to focus on attracting older Millennials.

“We are excited to bring iconic pop culture favorites like these series for their avid fan communities to experience them in new ways, and for new fans to discover these awesome 90s classics,” said Facebook’s VP of Video, Fidji Simo, in her Facebook post.

Although, as CNBC reported, it can also be the hint of Facebook’s new strategy in reaction to teens leaving the main Facebook platform, with a new focus on viewers in their 30s and older.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

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What We Learned from 2018’s Worst Brand Marketing Decisions

It’s the time of the year to look back and reflect on what we’ve achieved, or what we have done wrong.

In 2018, we’ve seen some of the biggest marketing fallouts from brands across all industries. Below is a list of what some of those, and what marketers can learn from them.

Addressing controversies like race and gender

In January this year, H&M underwent a serious reputation crisis for tolerating racism, because of a modeling photo featuring an African-American boy wearing a green hoodie with “COOLEST MONKEY IN THE JUNGLE” on it. It was made trending on Twitter by blogger Stephanie Yeboah, who tweeted “Whose idea was it at @hm to have this little sweet black boy wear a jumper that says ‘coolest monkey in the jungle? I mean. What.’”

In response, H&M issued an apology saying “We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues.” The media relations team told PR News that the item would no longer be for sale, and that the incident happened because internal procedures weren’t followed accordingly.

Another aspect that can get just as complicated as race is gender. This year on International Women’s Day, McDonald’s flipped its signature yellow “M” upside down on social media profiles and even in 100 restaurants across the country. With “W” standing for women, McDonald’s was expecting some applause from the public recognizing their effort in celebrating women. However, the campaign was faced with criticism as a misstep.

People expressed outrage on social media, condemning the brand for focusing onleft-wingan initiating real change to support women, especially in equal pay. The Guardian reported that Momentum, a British left wing group, posted a video about how McDonald’s low wages endangered women workers who face poverty and homelessness.

“This empty McFeminism has nothing to do with women’s liberation and everything to do with McDonald’s attempt to sanitise its image,” Laura Parker, Momentum’s national coordinator, told The Guardian.

Consumers nowadays don’t buy into empty pledges or stunts anymore, and they expect consistency from a brand. For H&M, similar crises will almost for sure pop up again in the future if they don’t make an effort to ensure that important policies and values are followed in every step of carrying out a campaign or producing a product. And for McDonald’s, the Women’s Day gesture came from a good place, but they needed to make sure controversial issues that bear any relevance to a campaign like this were addressed beforehand.

Backfire of influencer marketing

Influencer marketing is such a hot topic that all brands want to give it a shot, however, when not executed properly, influencers can be the ones that initiate a loss of value and controversy, but not popularity.

After Snap integrated its redesign this February, Kylie Jenner, one of the internet’s most popular influencers who has a 25 million following, tweeted out something that Snap found quite hard to take, financially.

Following this tweet, Snap’s market value drop $1.3 billion overnight. Though her tweet might not be the only reason causing the drop, it most definitely had something to do with it.

In cases like this, it’s hard to predict which influencers won’t be happy about your brand’s new design or campaigns. It then becomes important to follow up with influencers, discuss in-depth what they want, and work out a plan to offset negative impacts.

Behaviors and words from top figures

A company’s CEOs nowadays are important public figures, sometimes even a bit like celebrities, to the public. And for big companies like Papa John’s, it’s hard to keep the secret in when something inappropriate happens. Back in July, Forbes reported that Papa John’s CEO John Schnatter made racial slurs and used the N-word during a conference call. Following the report, Schnatter had resigned as chairman of the board, though this incident has caused some serious reputational damage to the pizza chain.

It’s sad news for Papa John, especially since Schnatter has been very attached to the branding and stories of the chain. And for brands like Dolce & Gabbana, lead figures like designers can also cause huge marketing chaos.

Just last month, screenshots of an Instagram messages exchange between Dolce & Gabbana’s co-founder, Stefano Gabbana and an Instagram user, model Michele Tranovo, caused huge outrage in China. In these messages, Michele accused the brand of running a racially inappropriate ad featuring a Chinese model having difficulty eating Italian food with chopsticks. The designer seemed to not be happy about it and started fighting back by accusing the model of dog-eating habits, a stereotype against Chinese.

The exchange soon went viral and has led directly to the cancellation of the brand’s fashion show in Shanghai as celebrities originally signed onto the show canceled their attendance last minute and expressed extreme anger online. It’s for sure not to smart move for one of the brand’s top two designers to have irritated its biggest market.

The marketing nightmare didn’t end there. The designer later posted “NOT ME” on his Instagram trying to shed off the responsibility by saying his account has been hacked.

Top figures of a brand can sometimes be as influential to the company’s reputation as an influencer. A simple word said wrong can cause huge catastrophe, which is why everything they say should be carefully looked through and managed.

Managing data breaches

Facebook came under fire this March when it was revealed that the data company, Cambridge Analytica, had collected personal information of more than 50 million Facebook users through an app that scrapes data.

This damaging breach adds even more heat to the platform, especially at a time when it has already been constantly accused of not doing enough to protect users privacy.

Social platforms are easy targets for hackers as being great data sources. And the aftermath of this crisis spreads further than just the data spectrum. Leadership like Mark Zuckerberg and COO Sheryl Sandberg are under constant scrutiny; the public is experiencing a trust crisis with the platform and some of them even choose to leave forever; not to mention that the platform continues to struggle with user engagement and market performance.

It’s time for brands to think more carefully about the era of great data we are living in, and what are the steps to take when data breaches and privacy issues like this occur.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

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How to Make Videos Young Audience Want to Watch

Of an hour spent on social apps, millennials will spend 20 minutes of it looking at video content; Gen Z will spend 25 minutes doing the same. Can your brand match that sort of demand for video? At Social Media Week London 2018, VidMob’s Joline McGoldrick wants you to think about that question—not just in terms of quantity, but also in quality.

In this clip, Joline talks about how why brands need to re-think personalisation.

Read the full recap and watch their session on SMW Insider.

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Applying to Speak at SMWNYC? 3 Tips to Help Your Submission Shine

Only a few days remain for you to submit your application to speak at Social Media Week New York! Coming to the Sheraton New York Times Square April 30th to May 2nd, 2019, it’s your opportunity to take the stage and share lessons and knowledge with marketing and brand professionals from all over the world.

We want you to put your best foot forward as you make your case to present, so read on for a few tips on how to craft the perfect presenter application.

Take Note of Theme

Our global theme for 2019 is “Stories, With Great Influence Comes Great Responsibility.” What does that mean to us? As you consider how to best frame the knowledge and expertise you want to share, consider our definition:

The stories we tell, consume and share have the potential to shape who we are and what we become. With such influence, comes responsibility and as storytellers we have an obligation to ensure that the platforms, the content we create and how it gets distributed helps people become better and more productive citizens.

Successful submissions will keep the above in mind, and clearly frame the information shared through its lens.

Not “Show and Tell,” But Share and Teach

How will your proposed presentation not only demonstrate your knowledge and expertise, but also help your audience develop and improve their own knowledge and expertise? Keep the answer to that question in mind as you craft your proposal. Also, take note: your submission should not be your session. Keep it short and to the point.

This can impact not just what you choose to share, but how. Think about the program format that makes the most sense for your ideal session. Some of the options include time for Q&A, others do not. Some are better suited for a solo presenter, others lend themselves better to group facilitated sessions or panels. All of this matters as you prepare your proposal.

Take The Assist: Browse Past Schedules and Wrap-Ups

Let our coverage be your guide! Explore the schedules and recaps from past conferences to learn more about what stood out. These recaps are filled with highlights from presenters, audience interaction, and more clues to how you can best articulate what you want to impart to attendees.

Again, you have until Friday, December 14th to apply to make your mark on Social Media Week New York. Armed with the tidbits above, we hope you’ll throw your proverbial hat in the ring- and we can’t wait to see your application!

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

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With Amazon Answers, Users Can Help Alexa With the Tough Questions

Anyone who’s ever played “Stump Alexa” already knows: while Alexa is extremely helpful, her information retrieving powers do have limits. A new information-sourcing initiative through Amazon is aiming to change that.

After an extensive test in-house that added more than 100,000 answers to the voice assistant’s database, Amazon announced this week that it’s opening up its Alexa Answers crowdsourced answer program to select users, via email invitation. “In addition to advanced technology—such as machine learning and natural language understanding—and our many trustworthy information sources, we’re involving the Alexa customer community to help us answer questions Alexa can’t quite answer yet,” they shared in their company blog this week.

Addressing this gap in utility is part and parcel of this evolving method for search. The South Florida Business Journal notes that this new challenge is grounded, in part, by how queries are framed to a voice assistant versus how they’re framed through a search engine. “Asking Alexa questions will make you realize that your voice searches usually include more than five words and start with ‘how’ or ‘what.’ It will also help you understand the growing need for pages on your website that have ‘conversational content’ that, when searched, can deliver understandable answers to voice queries.” Alexa Answers will aim to make answers available to Alexa that are framed in this easily accessible manner.

It’s worth noting that Amazon users are currently able to inform one another in a number of different ways. In their blog, Amazon reminds readers “for nearly 20 years, we’ve allowed customers to offer their input on Amazon.com products through customer reviews and community-based answers.” The fidelity of this input has been addressed through features like “Verified Purchase” reviews. For the time being, this important process is even more tightly controlled; at this point, editors are being invited via email, and the pool of Alexa users selected to inform the voice assistant is small. When these crowdsourced answers are shared, they will be prefaced by a disclaimer of sorts indicating them as having come from an Alexa user.

Although this approach has been tested heavily with sites like Quora and Wikipedia, there are still some risks to having humans provide information to AI. Recently, Google had to disable portions of its SmartCompose and SmartReply software after its challenges with gender and gender pronouns. Two years ago, Microsoft’s Tay had to be taken offline after Twitter users supplied it information that made it racist.

The email-invite nature of this project may prevent some of that, but Amazon would do well to pay close attention to the data supplied, and adjust as needed to avoid embarrassing or damaging gaffes. Nevertheless, a very real danger that exists for Alexa Answers is a danger that exists whenever data is supplied to AI tools, and The Next Web’s Vishwam Sankaran put it best in reference to the Google story: “AI is only as fair as the data it learns from.”

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Nintendo Ends Its Creator Program, Revamping Its Image and Repairing Relationships

Games like Mario Kart and Super Smash Brothers have created superfans of Nintendo products. However, those wanting to show their fandom on YouTube or Twitch found themselves severely challenged by Nintendo’s harsh policies on content sharing. This week, the reins have finally been loosened, as Nintendo announced the end of its controversial Nintendo Creators Program (NCP).

The Next Web described NCP as “a protection racket for YouTube videos,” developed to ensure that Nintendo got a considerable amount of creator profit when gameplay videos were shared. According to Eurogamer, prior versions of the creator agreement had Nintendo aiming to take 100 percent of revenue from content featuring their characters or intellectual property, monetizing whole user channels regardless of how much Nintendo-based content was on it, and demonetizing all user videos who weren’t approved. “The company [was] notorious for bringing the hammer down on anyone using their intellectual property, and on YouTube that took the form of content ID claims” starting in 2014, The Next Web reported. Other methods included shutting down fan projects outright, and sending cease-and-desist letters to emulators that hosted Nintendo games.

Forbes contributor Paul Tassi summed up the company’s ill-advised approach in 2015: “This is utter insanity, and shows just how badly Nintendo misunderstands the entire YouTube scene.”

Years later, perhaps recognizing that this approach was hurting both their online presence and their perception from otherwise loyal users, the NCP is being replaced with a less stringent set of guidelines. Among the revised policies:

  • Creators who post content with Nintendo characters must “add their own distinctive stamp on the content” and not just post straight captures of gameplay
  • These policies apply to both videos and livestreams
  • Those wishing to monetize their content now do so through the platform in question (Twitch’s Affiliate Program or YouTube’s Partner Program), rather than through Nintendo directly.

And above all—literally, the language opens their new guidelines—Nintendo seems to want to acknowledge their appreciation for the fandom that the considerable content sharing indicates. This is an important lesson for brands aiming to balance control of their image and online presence, with their relationship to consumers and brand superfans.

“We are humbled every day by your loyalty and passion for Nintendo’s games, characters and worlds, and respect that you want to be able to express yourself creatively by sharing your own original videos and images using content from our games,” they say to open the page. By making it easier for enthusiasts to demonstrate that loyalty and passion, they aim to mend what had previously been a tense and needlessly contentious relationship with fans.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

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