Snapchat Boosts Discovery With New Snap Map Feature: Reality Check Digital News

In this week’s digital news, Snapchat introduces Snap Map, Instagram Stories reaches 250 million daily users, and study shows what marketing optimization tactics are most effective.

Social Media News

Snapchat introduces Snap Map.

Snapchat users can now search Stories by location. The new feature, Snap Map, plots your publicly posted Stories on a map so others can see where you are. You can choose to show your location to everyone who follows you or to a set group of friends. If you don’t want anyone to see where you are, you can go on Ghost Mode to keep your location private. Also, heat maps will appear around high-traffic events like concerts and sports games. If the new feature proves popular, Snapchat could run location-targeted ads against Snap Maps. But at this stage, Snap says they won’t be selling promoted Stories on maps.

Instagram Stories reaches 250 million daily users.

Facebook has announced Instagram Stories holds more than 250 million users daily, up from 150 million in January – and surpassing Snapchat’s 166 million total users. The company also reported that Stories’ growth rate is rising, “adding the latest 50 million users in two months compared to three months for the previous 50 million.”

Twitter launches #SeeEverySide TV ad campaign.

Twitter’s #SeeEverySide campaign – their second TV ad campaign ever – further emphasizes their platform as ‘the place to be’ for up-to-date news. One ad features Chance the Rapper using Twitter to get song requests for an upcoming show. The idea with this new campaign is that you can get a wider perspective of the world. A theme that goes against recent criticism of Facebook’s echo chambers – the fact that Facebook’s News Feed algorithm only shows you content that supports your existing beliefs.

Instagram rolls out 24-hour live-video replay.

Instagram has added the ability to share your live video to your Story after your broadcast is over. And when someone you follow shares a replay of their live video, you’ll see a play button under their profile photo in the Stories bar. And, you’ll be able to see the comments and likes from the original broadcast. Brands will now have more motivation to create Instagram live content, as they will get greater reach with a 24-hour window.

Pinterest Lens gets a new Snapchat-style look.

The new Lens screen shows a capture button – much like Snapchat’s camera screen – at the bottom for the visual search tool to scan. Pinterest has also added a range of new tools including zoom capability, access to your camera roll, specific capture button, and a ‘Lenses to Try’ shortcut. Plus, Lens can now recognize double the number of categories.


LinkedIn adds images in comments.

LinkedIn has added the ability to add images into comments on posts. Also, among new additions, LinkedIn has added an automated summary generation tool, Trending Storylines to deliver sector-specific news updates and features, improved feed control options and the ability to save links for later.

Digital News

Study shows what optimization tactics are most effective.

New study of more than two billion e-commerce user journeys and 120 million purchases found what personalization and website optimization techniques drive the most impact. The top technique with a 2.9% sales uplift, is scarcity, which highlights items low in stock. The next most effective technique with a 2.3% sales uplift, is social proof, which highlights trending and popular products. And lastly, with a 1.5% sales uplift, is urgency, which sets a time limit to complete an action.

The research also found that programmatic and personalization experiences add two to 14 times more incremental revenue per visitor compared to traditional cosmetic optimization tactics. Nearly three-fourths (73%) of surveyed consumers think it’s important for e-commerce sites to recommend products based on past purchases. And 49% are willing to share preferences for a better shopping experience.

Netflix tests pre-roll video ads.

Netflix is testing pre-roll ads that promote Netflix original series or movies that are live or coming soon – and which Netflix thinks you might like. The video previews are 30 seconds in length, and can be skipped by fast forwarding. Netflix confirmed to TechCrunch that this is an A/B test of personalized video recommendations, one of hundreds of tests< it conducts throughout the year.

1 in 10 consumers use voice search to find content on TV.

A survey of 3,081 adults in U.S. and Canada found that 1 in 10 respondents are currently using their voice assistants to find something to watch on TV. 18% of respondents don’t have the capability to search for content using their voice but would like to. And 12% have it available to them but don’t use it, while 40% don’t have the capability and wouldn’t have any interest were it there. Among respondents who use voice search, almost 9 in 10 report doing so at least weekly.

Published on June 23, 2017

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