It’s monthly social media roundup time again and we’ve got campaigns from Nike, Sprite and Mastercard as well as updates from Instagram, Pinterest, LinkedIn and more.
With no further ado let’s get into it…
(Remember that Econsultancy subscribers can check out the Social Quarterly, as well as our Social Media Best Practice Guides)
Pinterest further prioritises social commerce with ‘Complete the look’ feature
Pinterest is rolling out ‘Complete the Look’, a new feature to help users find products from posts on the platform, through its visual search engine – something which Pinterest calls “a scene-based complementary recommendation system”.
Pinterest’s Eric Kim & Eileen Li explain that the ‘Complete the Look’ feature works by leveraging “rich scene context to recommend visually compatible results in Fashion and Home Decor Pins”. By taking context like “an outfit, body type, season, indoors vs. outdoors, various pieces of furniture, and the overall aesthetics of a room” to power taste-based recommendations across its visual search technology, users will be served with more accurate recommendations.
Five reasons merchandisers should add visual recommendations to their strategy
Leaked Arsenal 2019/20 Kit Advert is Great
To launch a brand new kit partnership with Adidas, Arsenal have created a funny and memorable advert which leaked early this month.
The ad is narrated by charismatic Gooners legend Ian Wright and features current Arsenal players appearing to speak in London vernacular (despite being non-native).
Leaked promotional video of Arsenal’s new home kit, manufactured by Adidas, for the 2019/20 season. [Adidas on YouTube] #afc pic.twitter.com/2cYrSO2GTW
— afcstuff (@afcstuff) June 27, 2019
The overall message of the ad is one of unity, hope and pride, something that I think is conveyed effectively. As a Chelsea fan, it pains me to say it, but….. ‘1-0 to the Arsenal’.
YouTube is testing a feature to hide video comments
YouTube is testing a feature that completely hides comments from underneath videos, to protect against abuse, bullying and trolling.
YouTube’s proposed new home for comments can only be accessed via a click of a button just under the video – where like, dislike, share and download are all found.
Sarah Perez from TechCrunch pointed out that although comments are hidden unless users manually tap on the button to reveal them, putting the comments button behind a click at the top of the page (instead of forcing users to scroll down to the bottom) could make them much easier to access.
Nike London pay tributes to England’s Lionesses
Nike London has created a social campaign to spotlight some of the England Women’s Football team’s brightest and most popular stars.
Celebrating playmaker Fran Kirby, captain Steph Houghton and world-class full-back Lucy Bronze, the sportswear brand partnered with three female MCs – Little Simz, Lady Leshurr, and Ms. Banks – to create three short ads with each MCs paying tribute to one of the players.
Mashing up clips of in-game highlights, pictures and footage from the players’ pasts, and shots of young girls playing football with narration from the MCs over the top, the campaign manages to deliver an emotive and inspirational piece of content.
Branded content ads now available on Instagram
Instagram is now allowing advertisers to promote creators’ organic content as ads. This means businesses can now reach targeted audiences beyond their followers and their partnered creators’ followers.
According to Instagram, “68% of people say that they come to Instagram to interact with creators” which makes this move towards promoted organic posts a no-brainer to entice marketers and creators to collaborate and get their content and products in front of as many eyes as possible.
These branded content ads will appear in the feed and Stories with ‘Paid partnership with…’ along with the brand name to maintain transparency.
Instagram also announced it is adding ads to its Explore tab, giving marketers more ways to reach their desired audiences.
More on the Instagram Business blog
Simple teams up with Little Mix for cyber-bullying campaign
UK pop group Little Mix has teamed up with skincare brand Simple for a campaign to raise awareness of teen cyber-bullying.
In partnership with cyber-bullying charity Ditch the Label, the aim of the campaign is to encourage young people to seek support if they’ve experienced abuse online.
The film for the campaign (which is exclusively hosted on Twitter and YouTube) is accompanied by Simple’s custom chatbot that provides online bullying support to fans, new videos from Little Mix and a Simple and Ditch the Label co-created online support hub.
LinkedIn updates its app with new features
LinkedIn has made some additions to its ever-expanding suite of features, which it detailed in a blog post this month.
New features include photo tagging, reactions and video messaging
Video messaging aligns with LinkedIn’s strategy to include more video on the platform. LinkedIn has also added a feature that allows users to share a document or presentation – in PDF or PPT format – either as a post, in a group or on a page. The messaging icon has also moved to the more prominent top-right-corner position in the app.
Sprite ‘Thirst for Yours’ campaign
Sprite has launched a new campaign entitled Thirst for Yours, to encourage people to strive to achieve their dreams.
Officially changing its slogan from ‘Obey Your Thirst’, the new slogan is desired to be reflective of the changing culture within Hip-Hop – from championing established stars to pushing underground artists – using various musicians and designers to highlight its aspirational message.
Sprite’s senior brand manager told Marketing Week “the ‘Yours’ is intentionally open ended. We want the community to interpret and define it in their own unique way and while our fanbase hasn’t changed over the years, the world around them has.”
Facebook makes updates to its comments ranking factors
To encourage more meaningful conversation on the platform, Facebook has introduced new comment ranking factors.
As well as ranking posts, Facebook also ranks comments on public posts from Pages and accounts with large followings. Historically, the platform has used things like integrity signals (comments safety and authentic), how people interact with comments (likes, reacts and replies) and even user feedback to rank post comments. So, what’s new?
Facebook has introduced two new factors to improve comment relevance and quality:
- The comments that have interactions from the Page or person who originally posted will rank higher.
- As will the comments or reactions from friends of the person who posted.
Mastercard’s ‘Acceptance Matters’ Initiatives
To celebrate Pride Month in the US, Mastercard has come up with some creative ways to play its part in supporting the LGBTQIA+ community.
The ‘True Name’ card will allow for peoples’ true names to appear on their credit and debit cards without the need for a legal name change.
It shouldn’t be a challenge to have identification that reflects who you are. The True Name card is making it easier for #trans and #nonbinary people to get cards that reflect them #AcceptanceMatters https://t.co/6sw5B5kbTG pic.twitter.com/UcgD1UFUxI
— Mastercard News (@MastercardNews) June 18, 2019
In addition to this, the company also introduced some new signage to the intersections of Christopher & Gay St. in New York City encouraging acceptance of variety of terminology relating to sexuality and gender identity.
No matter how big the community grows, there’s room for everyone, because #AcceptanceMatters. In partnership with @NYCCHR, we made some additions to the corner of Christopher & Gay St. in NYC. #StartSomethingPriceless pic.twitter.com/3GfLyKmNqg
— Mastercard (@Mastercard) June 17, 2019
That’s your lot. Remember that Econsultancy subscribers can check out the Social Quarterly, as well as our Social Media Best Practice Guides.