The week in content marketing with Lieu Pham
I think it’s fair to say a lot of people are stunned by the US election, so we’ll look at the post-election fallout next week. In the meantime, there’s still plenty of content marketing news.
This week Alibaba showcases its virtual shopping experience just in time for its biggest sale event of the year, Singles Day, WhatsApp starts beta testings for Status, its own version of Snapchat Stories, and WWE explores why its content is so effective.
In other news, brands take advantage of the Chicago Cubs’ World Series win, while Twitter strips back its content, removing publishers’ engagement tools.
Finally, Facebook looks at expanding its Audience Network to include video streaming platforms such as Apple TV, while Pinterest jumps on the video advertising bandwagon.
Enjoy your week!
If you’re sick of seeing extreme views on your Facebook newsfeed, you’re not alone. A recent Pew study found 27 per cent of people have blocked or unfriended someone due to their Facebook friends posting something they find disagreeable. Here are some handy tips to help keep your newsfeed a friendlier and more respectful space.
WhatsApp is currently beta testing a new feature called Status, which allows users to take a picture or video and share it with their contacts after adding emojis or text. The Status disappears 24 hours after it’s shared. This update is in line with Facebook’s recent push towards prioritising video content in order to drive video ad revenue.
World Wrestling Entertainment (WWE) is using its multi-platform distribution ecosystem to provide content that resonates emotionally with its audience. Consumers have a reason to care about the powerful week-to-week narratives and, as a result, have become truly invested in the brand.
Alibaba is introducing a new virtual reality shopping experience, Buy+, for this year’s Singles Day shopping festival. The virtual reality shopping experience will allow many global brands, as well as thousands of smaller brands, to participate in the sales even without a brick-and-mortar presence in China. eMarketer predicts Singles Day sales will reach $20 billion this year, up from $14 billion in 2015.
With the Cubs’ first World Series victory in over a century, brands around America have taken advantage of the win to promote themselves. Uber offered free rides home, courtesy of Jim Beam, Nike plastered ads around Wrigleyville, while Adidas jumped on the social media bandwagon. One lucky Cubs fan also won a lifetime supply of free pizza from Chicago pizzeria Giordano’s.
Pinterest has launched full mobile-only Promoted Video ads for brands. An animated GIF will play a few frames for Pinterest users as they scroll through their feed. Users will need to tap the teaser to see the full video and hear any sound. Brands can also hand-select six pins that support the video content to encourage user engagement.
Twitter is currently testing the use of Safari Reader on iOS devices. Safari Reader strips content of ads and other aspects of web pages, including options to share the content across social media. This offers users a nicer reading experience, but unfortunately removes important material for both the readers and publishers.
Facebook is testing how to deliver video ads through its Audience Network to users watching content on connected TVs. Facebook Audience Network allows web and app publishers to sell ad space through Facebook. While Facebook Audience Network already delivers ads to streaming online video sites, this is their first test with over-the-top TV devices.
Founder & Editor: Lieu Pham
Associate Editor: Peta Short
Sub-Editor: Suzannah Pearce
Design: Sachin Samji