What were some of the top stories from the world of marketing and video? Each week with Render Perfect Productions, your video marketing experts in Baltimore and beyond, we’ll take a look at marketing news this week. In this edition, we are covering some of the top stories from the week of March 28th to April 1st 2022.
Snapchat Adds YouTube Link Stickers
After enabling users to add tweets directly into their Snapchat snaps in late 2020, Snapchat is now finally adding another new sharing option, with users now also able to share YouTube videos with friends, direct from the Snapchat Camera.
That adds a new range of creative options for sharing YouTube links, which will benefit both YouTube (with additional referral traffic) and Snap, by enhancing to your options for Snap expression and engagement.
It’s a good way to encourage more active sharing, with the sticker display providing a more integrated, direct sharing process, as opposed to simply sending a link in your Snap messages.
It makes sense – and for brands, it could help to facilitate new ways to drive traffic to your longer YouTube videos, while also enabling you to share tutorials, product overview videos and more via your Snaps.
It is interesting, too, to see YouTube and Snap working in partnership. I guess they’re not really in direct competition the growth of Snap Discover poses at least some challenge to YouTube’s online video dominance.
But then again, these links likely benefit YouTube more than Snap either way, and it seems like a fairly logical evolution of Snap links.
To share a YouTube clip on Snap:
- Open the YouTube app and select a video to watch
- Tap “Share,” and then tap the “Snapchat” icon to automatically jump to the Snapchat Camera
- From there, create an original Snap with the automated YouTube sticker, and layer on using any of our creative tools
- All friends need to do is tap the YouTube Sticker to view the video in their YouTube app or default mobile browser
Twitter Tests Interactive Ad Types
Your Twitter feed is about to get a lot more interesting, with three new ad formats on how, for advertisers, look very impressive, but for users, it could make your feed feel a little more commercial, which could take a bit of getting used to.
First off, Twitter’s rolling out a new format called ‘Interactive Text Ads’, which will enable advertisers to connect landing pages to choose words within their larger ad copy.
Brands will also be able to choose from 10 highlight colors for their chosen terms, which will make this a very eye-catching, and potentially scroll-stopping consideration.
But it’s a big change, which Twitter users will no doubt have opinions on. Still, it’s a good looking, innovative solution, which could generate enormous interest.
A few US-based brands are testing the new Interactive Text format at present.
Facebook, Pinterest, Instagram and Snapchat already have similar offerings, but it’s the first time that Twitter has taken the next step into a fully interactive, 3D display. And it looks great, and will be a popular consideration as it becomes available to more brands.
Even more interesting, each image within your collection can drive consumers to a different website or product landing page.
Twitter’s currently testing Collection Ads with a selection of advertisers in the US.
All three of its new ad formats will be visible to people on iOS, Android and the Web, with the interactive elements working across all versions of the app.
They’re certainly interesting experiments – some of Twitter’s most ambitious ad formats yet, and with the platform seeking to boost usage and revenue significantly over the next two years, it needs to do all that it can to introduce new options, and lure more advertisers with its offerings.
Twitter’s Professional Accounts Now Open to All Users
Twitter’s moving to the next stage with its new Professional Profiles option, with all users now able to convert their account to a Professional Profile within their settings.
Twitter first began testing its Professional Profiles in April last year, with selected brands taking part in the initial beta program. Twitter then started inviting more businesses to sign-up, before opening it to all applicants in September.
Now, you no longer need Twitter’s approval to convert your profile, you can simply choose to have a Professional Profile or not within your profile options.
In order to qualify for a Professional Account, you need to adhere to these regulations.
- You must not have a history of repeatedly violating the Twitter User Agreement
- You must have a complete profile with an account name, a bio, and a profile picture
- Your authentic identity must be clear in your profile. Your profile must not feature another person’s identity, brand, or organization, nor does it use a fake identity intended to deceive others. Profiles that feature animals or fictional characters are ineligible unless directly affiliated with your brand or organization. Parody and fan accounts are not eligible for Professional Accounts
So, some basic parameters to avoid impersonation. But barring that, you’re free to sign up and try the new listings out.
It could be a good way to help maximize engagement with your business, or at the least, get a little more reach and brand awareness from your in-app listing.
Seems like it could be worth an experiment either way – and you can switch your account back to a personal profile, if you find it’s not working for you.
To convert your Twitter profile to a Professional Account:
- Go to either your profile settings or swipe open the sidebar when on your Home timeline in the app. If you’re in the sidebar, scroll until you see the “Twitter for Professionals” tab and select it. If you’re in your profile settings, scroll until you see “Switch to Professional” and select it
- Once you’ve entered the conversion flow, select “Get Started”
- Select a category for your Professional Account and select “Next”
- Choose either “Business” or “Creator” and select “Next”
- Congratulations! You are now a professional on Twitter
New Balance Among Brands Trying 3D Ads on Twitter
Twitter is adding greater variety to its suite of ad products during a period where mobile campaign targeting and measurement face intense challenges. Each of the new offerings is centered on performance, encouraging actions like visiting a website to make a purchase or learn more about the brand. The formats also attempt to create a more visually distinctive break with the main Twitter feed by using exaggerated text callouts that can be highlighted in different colors, interactive 3D technology or a scrolling carousel that’s common on other social platforms.
The performance through line builds on other bets Twitter has made to establish a stronger positioning around commerce, a popular area for innovation. Twitter last month started testing a Shops button merchants can use on their profiles to show off their catalogs. Verizon, Gay Pride Apparel and Arden Cove have been testing the integration, which is in beta for iPhone users in the US Around the holidays, Twitter also ran its first shoppable livestream with a campaign for Walmart.
Richer media formats for brands arrive as Twitter adjusts to new leadership. Co-founder and longtime CEO Jack Dorsey stepped down late last year, with Chief Technology Officer Parag Agrawal taking on the mantle. Industry watchers viewed Agrawal’s background in product development as an opportunity for Twitter to shake up an advertising roster that some viewed as stale and lagging competitors.
Social platforms broadly are making substantial adjustments to account for disruptions to the wider ad ecosystem. Apple last year made its mobile Identifier for Advertisers — a key way to keep tabs on iPhone users — an opt-in feature by default, which has put a dent in the revenue of apps like Facebook and Snapchat. Google in February announced a similar plan for its Android operating system, though it’s trying to provide a longer lead time to allow platforms to prepare.
Twitter in the fourth quarter missed analyst expectations on earnings, revenue and user growth. Ad revenue for the period, which included the key holiday window, was up 22% year-on-year to $1.41 billion. Twitter forecasts revenue for the current quarter will land between $1.17 billion and $1.27 billion.
About Render Perfect Productions:
Render Perfect has been built from the ground up to service growing businesses and help them realize their full visual storytelling and digital marketing potential. We’ve created a service offering and skill-set that spans video production, post-production, motion graphic design, 3D animation, web development, and video marketing strategy. Our insight and experience allow us to help clients make better planning decisions and get more out of their video production effort.
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