In this week’s digital news, Instagram hopes to reduce anxiety by hiding Like counts, Burger King supports mental health with new menu items, Target repositions its media efforts, and more.
Instagram tests hiding Like counts
Instagram confirmed earlier this week they are experimenting with hiding Like counts on posts. The company believes hiding Like counts will reduce users’ anxiety and encourage more self-expression. In addition, users will feel less inclined to delete posts with low Likes or resort to secondary accounts to post authentic content. This experiment is only the beginning of Instagram’s fight to end internet bullying. Three extra features will be rolling out soon. The first, “Nudge,” warns users against commenting something hurtful. The second, “Away Mode,” encourages users to take breaks from Instagram during stressful times in their life. While the third, “Manage Interactions,” allows users to set interaction limits on certain people without completely blocking them. However, hiding Like counts poses a major problem for influencers and their brand partners. But, Instagram assures they will create a way for them to communicate value.
Burger King launches ‘Real Meals’
Burger King recently launched their newest menu item “Real Meals,” which comes in collectible boxes which display different moods. Customers can either select the Pissed Meal, Blue Meal, Salty Meal, YAAAS Meal, or the DGAF Meal. Like an “edible mood ring,” these boxes represent a broad range of emotions. The Real Meal is an active approach to help de-stigmatize mental health issues. In support of Mental Health Awareness Month, Burger King partnered with Mental Health America. The partnership encourages people to “be their way” and “feel their way.” Although the campaign also takes a shot at a major competitor, McDonald’s and its signature ‘Happy Meal;’ the Real Meal campaign’s primary focus is to take action on a very serious topic.
Target ups its ad efforts with revamped media company
Target announced early yesterday new plans to rebrand its media network formerly known as “Target Media Network” as “Roundel.” Target’s goal is to better communicate to clients that their focus goes much further than display ads for Target.com. Rather, Roundel will create campaigns and content for clients that involves brands and agencies. This includes brands that are not sold in Target’s stores and delivering them to Target’s own website. Or, to “brand-safe” external channels such as NBCUniversal, Pinterest, and PopSugar. Until now, Target’s pitch has been that it’s data on consumer habits can help create better campaigns and content for interested brands. Furthermore, Target’s announcement to rebrand as Roundel reflects their public decision to focus on display ads and incorporate social, video and linear TV into the mix as well.
Facebook Messenger gets desktop apps, co-watching, emoji status
Earlier this week at Facebook’s F8 conference, the company announced plans to enhance their Messenger app with new features to increase accessibility and restructure its entertainment aspect. These features include a first-ever desktop app for Mac and PC, a faster and smaller mobile app, with simultaneous video co-watching ability, and a new Friends tab that allows friends to communicate with an emoji. The Desktop app, which rolls out later this year, will be a “stripped-down version of Messenger.” The app will prioritize chat, audio and video calls, among other functions. Facebook hopes this will push the app past the 20 billion monthly messages sent between people and businesses. This allows Facebook to shift their focus on businesses and entice them to invest in lead generation and customer service with a dependable desktop app.
Snapchat integrates with Shopify Ads
Snap inc. recently announced a new partnership with Shopify Ads to increase business opportunities. The partnership with Shopify will allow Shopify retailers to buy ads on Snapchat and control their campaigns through Shopify’s platform. This is Shopify’s third partnership, as it has similar marketing deals with Facebook and Google ad campaigns. However, direct access to Snapchat’s younger audience could hold significant appeal for Shopify businesses. On top of the platform’s 800,000 merchants. Given the focus of artisanal products marketed on Shopify’s platform, the partnership with Snapchat is a smart strategy. Especially since those products appeal more to younger audiences. Although the three partnerships with Shopify are likely to produce positive results, Snapchat may end up providing the most significant benefit.
Published on May 2, 2019