The week in content marketing with Lieu Pham
This week has been a busy week for Facebook, who launched both Marketplace and Messenger Lite. The former is an official buy and sell page for users, while the latter gives people with older phones access to its messaging service.
In other news, Entrepreneur teaches us how to stand out among half a million advertisers on Instagram, while Heineken employs a new recruitment strategy that makes applying for a job more exciting than ever before.
Finally, WhatsApp pays tribute to Snapchat by copying some of its features, Brexit gives brands a reason to understand ‘solastalgia’ and Slate teaches us there really are no rules for writing online.
Enjoy your week!
With half a million advertisers on a single platform, it’s easy to worry about how you’re going to catch any user’s attention. Like anything, however, you can draw in the right crowd with the right tricks. Entrepreneur shares some simple ideas for how to get your content noticed on Instagram.
Recruitment isn’t often glamorous, but Heineken has launched an interactive campaign that makes applying for a job fun and exciting. By blending its recruiting methods with strong branding, PR and some local touches (think Amstel if you’re in the Netherlands, Star Beer if you’re in Nigeria), the global brewer’s “Go Places” online interview shows potential employees who and what they can be at Heineken.
With around 450 million people already buying, selling and swapping items on Facebook, it’s no surprise that the social media giant has launched their official Marketplace. While Facebook’s reliance on real names and identities is part of what makes the platform so attractive to marketers, the new feature is not yet available to brands and businesses – but we’re sure there are plans to get advertisers involved.
The Futures Company’s Andrew Curry and Joe Ballantyne warn that Brexit may cause people in the UK to experience solastalgia, defined as “the loss of a sense of belonging to a particular place and a sense of desolation about its disappearance”. So what does this mean for brands? Rather than pushing for a brave new world, a better approach might be “cautious innovation”, to give consumers a sense of familiarity and psychological security.
In what might seem like another blatant copy of Snapchat, WhatsApp’s latest update allows users to add text, drawings and emojis to pictures and videos. However, most markets will see this as an innovation rather than an imitation – WhatsApp has more than one billion monthly users all over the world, while Snapchat has (just) 150 million daily users, with more than 60 million of those in the US and Canada.
Writing for digital and writing for print are two very different tasks. However, there really isn’t one single way to write for the online world. Slate takes a look at how the internet removed the rules for writing and grammar, allowing a free-for-all in the way we write. From ALL-CAPS to no punctuation to emojis, the digital landscape really does allow everything, which means written language is increasingly becoming more visually diverse.
After finding success with Facebook Lite, designed to work on 2G wireless networks, Facebook is now offering a standalone version of its messaging app for people with older devices or low connectivity. Messenger Lite still allows users to send text, photos and links, but they can’t interact with bots or access Messenger for Business. The app is currently available in Kenya, Tunisia, Malaysia, Sri Lanka and Venezuela.
Founder & Editor: Lieu Pham
Associate Editor: Peta Short
Sub-Editor: Suzannah Pearce
Design: James Sinclair