Welcome to the inaugural edition of our new monthly roundup of digital innovations and trends impacting our industry. In each issue, we will take a look at noteworthy, interesting, and sometimes weird, news around social media, digital content, and apps. Basically, all things Internet. And you could be featured – find out more at the bottom of the page, but you have to read it first!
In July, both Snapchat and Facebook released some serious changes that affect both brand initiatives on the platforms, as well as day-to-day experiences for the average user. But of course, the top digital news of the month wasn’t about complex algorithm updates or major feature additions. You guessed it; it was about capturing fake (or to some people very real) creatures with your cell phone.
Pokémon
Go: The Craze You Can’t Escape
You’re probably sick of hearing about the latest obsession from Nintendo, but its impact on our industry and the world is worth repeating. While daily active user numbers have begun to slip, it has experienced weeks as the top iOS download and beat out all social media channels for time spent in app. But beyond the numbers, the game’s immediate popularity got brands scrambling to get in on the craze.
Yelp jumped at the opportunity to include Pokémon Go in its search capabilities, adding a new location-based tool that lets you filter search results to find places with Pok
éStops nearby. Additionally, many restaurants and stores have been luring customers with promises of Pokémon and PokéStops inside. Speaking of lures, the new thriller flick Nerve partnered with Atom Tickets to deploy lure modules at movie theaters to promote the release.
Fun fact: though Pokémon Go was just released this past month, the original card game on which it was based was released 20 years ago.
Snapchat Makes a Very Un-Snapchat Change
With its ephemeral nature, Snapchat has always been about sharing what’s happening, when it happens, with little editing Early in July, Snapchat released “Memories”. The n
ew feature allows user to search old posts, modify them, and share them again later.
As you create a snap, you have the option to import the content to your Snapchat camera roll folder. Once saved, you can search by keywords, locations, even emojis and make new edits or additions. The feature will also suggest memories for you via “Flashback” and provide other content “Taken Nearby.” You can then share the old content through chat or as a new Story.
While the ability to post old content, and go back to read it, seems to go against everything Snapchat was about, the truth is, it does allow you to shoot content in the moment and get back into the moment. Worry about the sharing later.
Facebook Puts Friends and Family First
Recent updates at Facebook have only made it harder for brands and publishers to cut through the social clutter and reach customers. The algorithm changes came with the release of a new statement of values reiterating the network’s goal of authentic communication and user control.
While Facebook began moving away from the wholly chronological News Feed a while ago, the new changes will have a greater impact on how brands and media publishers, like news outlets, reach individuals. Content from your friends and family members receive priority over Pages and post News Feed weight will also be impacted the user’s demonstrated interest and content performance. Brands and publishers should expect to see declines in reach and engagements due to these changes.
Are you, or is your client leading the way through digital? Tell us about it and your work could be featured in our next issue. Send submissions to editor@prsala.org.
