Social media never sleeps. The changes just keep coming. Today’s preferred channels are subject to evolving features, statistics, designs, algorithms, and advertising on a near-constant basis. Even the largest brands and organizations can find it challenging to stay on top of updates capable of business impact. We want you to know about the most significant channel-specific changes that can keep you ahead of the curve as a digital marketer.
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Snapchat Scan, an image-recognition feature that lets users of the messaging app scan logos to unlock augmented reality (AR) lenses and content, is available to any brand that creates a Marker Lens in Lens Studio and submits the Lens to the Snapchat community.
Coco-Cola and McDonald’s are the first brands to use the feature in market. Users in the U.S. with Scan activated on their iOS devices can access three immersive Coca-Cola AR lenses in their lens carousel when they scan the original Coca-Cola logo on products like Coca-Cola and Coke Zero cans. Additionally, users can retrieve three immersive McDonald’s lenses upon scanning French fry boxes, food trays, and burger wrappers. Leveraging Snapchat’s Scan feature will help Coca-Cola and McDonald’s extend their digital content into the physical world.
Logo recognition is vital to companies. With this new feature, brands can drive higher awareness socially. With some of the interactive lenses being promoted to Snapchatters directly through the app, brands can also drive incremental value and engagement via paid ads.
Vistaprint debuted a branded YouTube campaign featuring an influencer designing her holiday card on their site. Beneath the video appears a scrolling Shopping Shelf for viewers to directly purchase items. A coupon code and link to a landing page also directs viewers from the video to browsing products. This not only connects brand awareness and consideration efforts to sales, but helps to determine attribution and drive campaign ROI.
While influencers frequently have to link to the products or users have to go searching for them on their own (making it hard to track sales to the video), this addition cuts out the middleman and drives the influencer’s fans right to purchase.
Finally, there are several channel updates to put on your radar.
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