We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.
Facebook has announced that monthly active users of its Messenger app have jumped to 500 million, a 150% increase in reported user figures since April this year.
Although Facebook’s methods for driving usage of the app have been controversial – mobile users have been forced to download the Messenger app if they want to use Facebook’s chat features – it appears that the platform is growing at a rate of almost 1.5 million new users ever day; that’s more than 17 every second.
The latest figures also position Facebook Messenger as the world’s second most popular chat app, surpassing WeChat’s 438 million users, and closing in on global market leader, WhatsApp (also owned by Facebook), who reported 600 million active users back in August this year.
However, Tencent are due to release their quarterly results tomorrow, and we anticipate that they will once again announce strong growth of the company’s flagship WeChat messenger.
You can find more of the latest user number figures for many of the world’s top social platforms in We Are Social’s Digital Statshot 002.
Digital to overtake TV ad spending
US Digital ad spending will overtake TV in 2016, according to new research by Forrester. By 2019, digital will account for 36% ($103bn) of all ad spending and, as if that wasn’t enough, next year we’ll have hoverboards and automatic dog walkers. Fine, that last bit’s from Back to the Future.
The graph below breaks down the progress within digital itself. Social media’s growth is set to be the strongest, followed by display advertising and search.
Facebook users can set limits on content from brands
Bad news, oversharers – Facebook is clamping down on you lot. The network will now allow users to access a list of how many posts they’ve seen from friends and pages in the last week, and set a limit on anyone that’s posting too much. Brands will have to be careful to ensure high content quality, or else find view quantity slips, too. Facebook produced the below video to explain the changes.
Snapchat planning new ad types and partners
Snapchat is planning to up its ad game. It is reportedly planning to introduce TV-style ads in ‘Our Stories’, allowing brands to either sponsor a whole ‘Our Stories’ or include branded snaps within a collection. That’s not all, either. It’s going to launch a ‘Discover’ tab, where users can find articles, music and video from some pretty big name partners. Now, time for a game of ‘name that logo’:
Hyundai Hank is Vine’s latest star
Hyundai is promoting its 2015 Sonata with an online action figure. ‘Hyundai Hank’ appears in seven different Vines, highlighting the various features of the car. More like Hyundai Hunk, amirite? No, I’m probably not. He’s an animation. Moving on…
Subway falls in love with National Sandwich Day
There’s no need to fear loneliness on Valentine’s Day when National Sandwich Day comes just nine months later. At least that’s what @Subway seems to think, as the restaurant chain used #NationalSandwichDay to reply to fans with some romantic, personalised content, in the form of images, gifs and Vines.
— SUBWAY® (@SUBWAY) November 3, 2014
Fuller’s offers free pints on Twitter
Fuller’s, the London brewery, is offering a free pint to anyone who follows its Twitter account and sends a picture of their empty glass using #EmptyPint. Anyone free tonight?
The US election on social
Last week saw the US mid-term elections light up social media. Facebook was keen for people to vote and added a ‘megaphone’ announcement atop the News Feed, which showed the nearest polling station and encouraged those who had already voted to tell their friends. Of course, brands wanted in on the action, too. Here are some of the examples – of varying quality, as always.
— Grey Goose (@GreyGoose) November 4, 2014
— Patagonia (@patagonia) November 3, 2014
What would get your vote for best Starburst flavor?
— Starburst (@Starburst) November 4, 2014
Brands go social for Movember
While the USA was busy voting, the rest of the world was preparing its razor and getting Movember started. Naturally, so were brands. Fancy an example? Good, because you’re getting one.
— Toblerone (@Toblerone) November 3, 2014
Bonfire night and branded content
Wasn’t last week busy? For those that passed over the mid-terms and Movember as reactive opportunities, there was still Guy Fawkes’ Night. Yep, the UK’s traditional fireworks execution-fest took place on 5th November, accompanied by the usual branded content.
— Guinness GB (@GuinnessGB) November 5, 2014
Ahhh, the perfect combination… pic.twitter.com/pUobl3rXyT
— Paddy Power (@paddypower) November 5, 2014
Last night was another hugely successful night for We Are Social. Following last month’s Best Large Agency award win at the UK Social Media Communications Awards and picking up The Holmes Report’s Best Digital/Social Agency in the World title, we went along to The Drum Network Awards at the Emirates Stadium hoping for another big night.
When we arrived, we discovered we were assigned to ‘lucky’ table number seven – this, along with the fact we were nominated for seven awards – meant we began to feel pretty confident.
Unusually, the awards started off with one of the most important prizes of the night – the Agency of the Year categories. We were shortlisted for both Digital Marketing Agency and Social Media Agency of the Year, and we were hoping we’d walk away with one of the titles. We could hardly believe it when we were called up as winners for both! With competition from the likes 1000heads and Holler, this was a huge achievement for the whole agency.
A photo posted by will allen (@shutupwillis) on
This set the tone for the evening as we went on to win a further three awards, including two for our client work, with evian’s #LiveyoungJanuary for Food and Drink Campaign/Strategy of the year and Jaguar’s Your Turn Britain for Automotive Campaign/Strategy of the Year.
With all our nominations over, we were delighted with our haul. However – the evening wasn’t quite done, as the Grand Prix categories were announced. And once again we were successful, picking up the most prestigious agency award of the night for the second year in a row – the Drum Network’s Agency Grand Prix 2014.
— Dan Santoro (@santoro29) November 7, 2014
After sharing out the trophies between us (no-one could carry them all), we staggered home. Congratulations to the whole agency for what has been an amazing year. And here’s to a lot more great years to come!
The Wall recently published this article by me about brands oversharing on social media. They’ve been kind enough to let us reproduce it in full below.
We are in an age of Too Much Information. The proliferation of social media, coupled with our desire to share every moment of our lives with friends and followers means we’re constantly exposed to (depending on how old you are) babies, weddings, foodporn, running routes, holiday photos and party pics.
Sharing is a huge part of being social, and keeping up to date with these events is why so many of us are addicted to checking social media, even if we don’t always want to admit it. However, we do have a breaking point. Everyone has THAT friend on social – the one who takes sharing a step too far, spewing out updates on the most mundane aspects of their lives to clog up our news feeds. And it’s not just our ‘friends’ who are guilty of this cardinal social media sin – brands are at it too.
After an awkward initial introduction into our news feeds and Timelines where we frequently saw terrible brand content, many have now got to know what their audience likes to see and what turns them on. The quality of social media marketing has improved dramatically over the last couple of years. But, as brands see more success on social, they’re tempted to do more. And more. And more.
In the same way that sharing poor quality content on social was never going to win brands any brownie points with consumers, likewise, constantly bombarding them with updates is just – if not more – annoying. Salesy updates, commenting on a non-relevant topic, shoehorning into a hashtag for the sake of it – these are all examples where brands just need to say no to posting on social. If you don’t have anything clever or interesting to tweet, don’t tweet anything at all.
Having said this, of course social media is an increasingly important platforms for brands’ marketing efforts, allowing a level of creativity, engagement and consumer interaction that other mediums will never have. So what’s the right balance for brands on social?
The first point to consider is that there’s no one size fits all solution. Socialbakers’ research into Twitter content suggests three tweets per day is about right for a brand, but in reality, this depends on the identity of the specific brand. Each marketer should develop a social content checklist, asking themselves questions such as: is the story relevant to the brand? What is the brand’s role on social? If it’s to be inspiring – does each post REALLY inspire? And if you’re going to do something reactive, make sure it’s relevant to the brand.
After answering these questions, and establishing that the content is indeed relevant to your business objectives, consider the audience. Have they seen this content already? Is it too late, have you missed your moment? How many posts like this have you already shared today? As we’ve said before, brands’ focus should be on total reach you’re getting at the end of the week/month, not that of each separate post. And Facebook’s algorithm makes one engaging piece of content that drives user interaction more valuable than a number poor ones.
Of course, strategies will differ platform to platform, but essentially, finding the balance is key and asking yourself the questions above should help determine if your post is one worth sharing. But please, brands, don’t be THAT friend on Facebook, or you’ll soon find yourself without any.
As one of the largest console franchises of this generation, the launch of Call of Duty: Advanced Warfare was always going to generate plenty of buzz, especially after the success of its predecessors in the lucrative franchise, which is now over 10-years-old. As you may have read in Venture Beat, we’ve been looking at the conversation on social surrounding the Call of Duty launch.
While you’d always expect a game with the mass global appeal of Call of Duty to create a lot of buzz on social channels, its marketing team did well to extend the conversation on social media with content featuring competitions, behind the scenes footage and exclusives.
— Call of Duty (@CallofDuty) October 22, 2014
It used popular internet sensation, ‘the goat’ in its trailer, as the phrase ‘GOAT’ is also a popular in-game clan tag, which is an acronym for ‘Greatest Of All Time’ – a clever choice taking into account Call of Duty audience insight.
To appeal to a wider audience, content also featured Oscar-winning House of Cards favourite Kevin Spacey and model-turned-actress Emily Ratajkowski.
Call of Duty’s Facebook page also supported the launch with a visual content strategy. Content both in the last few days and over 2014 as a whole on the platform focused on promoting Advanced Warfare, with photo posts dominating (33%), followed by videos hosted directly on the Facebook page (32%) and links to videos on YouTube (27%).
Call of Duty also drew its launch out over a longer time period, allowing hype to build even further. For the first time, 24-hours early access to the game was available on ‘Day Zero’, acting as a soft launch on Monday before yesterday’s official one. It promoted the day on social with fun content such as ‘Zero Day excuses’ for people looking for time off to play the game, as well as countdowns and teasers. On the day, there was a live stream shared across social for fans to tune into and follow the launch as well as Vine content showing gameplay.
— Call of Duty (@CallofDuty) November 3, 2014
— Call of Duty (@CallofDuty) November 4, 2014
The tactics paid off, with Call of Duty: Advanced Warfare generating record levels of pre-launch social conversation on 2nd Nov, with 187,127 mentions across Twitter, blogs and forums. This is four times more than its predecessor Call of Duty: Ghosts, more than double the mentions of its nearest 2014 competitor Titanfall (90,761), three and a half times more than FIFA 15 (53,547) and over four times as many mentions as Destiny (43,001). And pre-launch sentiment was 77% positive, compared to 60% for Ghosts.
The trend continued into Day Zero itself, during which Call of Duty was mentioned 260,188 mentions, with Kevin Spacey featuring high up on the list of conversation topics with 2,235 mentions.
Some people see a new Call of Duty as an answer for something. Kevin Spacey sees it as an opportunity to not blink. pic.twitter.com/gWMUPaNDGb
— Rust Cohle (@RustCohleGames) November 3, 2014
As expected fans were drawn in by the game’s features and expressed their views on social. By Day Zero, weapons overtook maps as the most talked about feature of the game with 59% of mentions – the BAL-27 and AK-12 emerged as the gamers weapon of choice. When it came to the battle of the platforms, Xbox dominated Call of Duty conversations, with a 59% of share of voice on Day Zero, followed by PlayStation (33%) and PC (8%); a trend that continued into the official launch day yesterday.
As we can see from the above, Call of Duty: Advanced Warfare has been a launch that didn’t disappoint. As a gamer myself, it was fascinating to see the conversation unfold over the last few days and the excitement building on across social. Call of Duty seems to have hit the nail on the head this year with just the right level of gaming geekiness combined with pop culture to keep all relevant audiences engaged with the conversation.
Maybe I’m biased, as a fan, but my feeling is that it can build on the success of 2014 even further for its next edition. Now, if you’ll excuse me, suddenly I feel as though I’m coming down with a 24 hour bug….