Social Web Recap 13.08.18
My weekly annotated summary of significant social web platform developments from the previous week, with links and carping marginalia as needed . . . Posted every Monday morning or thereabouts.
Love the Numbers
It' a bit tough to see, but the telling number from this study of 1500 shoppers by digital marketing agency CPC Strategy is that "70 percent of consumers are most likely to hear about new products, services or events from people they follow on Facebook"; that is, NOT Instagram. The other finding of significance in the study is that micro-influencers—"individuals with a smaller but more engaged and trusting follower base—have huge value for influencer marketers. Fewer than 20 percent of survey participants defined influencers as celebrities,"
For another fascinating number from an unrelated recent study, scroll down to the end of this post.
Facebook announced a number of changes to its 'Pages' to help local businesses find and interact better with customers: For instance, reports The Verge, if you’re looking at the page of a restaurant or hair salon, you can now easily book a reservation or appointment through Facebook from the page. The redesign, which will be different for each category of page, is starting with pages for restaurants, local services, and TV shows. Facebook plans to roll out custom designs to other types of pages in the near future."
Josh Constine TechCrunch says Facebook is "diving deeper into in-house game development with the launch of its own version of Snapchat’s multiplayer augmented reality video chat games" with the launch of two AR video chat games (for up to six people) on Messenger — Don't Smile and Asteroids Attack. Don't bother trying it with me.
In its ongoing clean up of the fake and the offensive, Facebook is making Page managers with large U.S. audiences in the U.S. prove their authenticity. People who manage these Pages “will be asked to complete an authorization process in order to continue to post, making it harder for people to administer a Page using a fake or compromised account . . . Authorization asks people who manage these Pages to secure their account with two-factor authentication and confirm their primary country location.”
A couple of months after introducing a ‘Shop Now’ button for so-called ‘creators’ on the multi-media messaging app, Snapchat is now letting the likes of Nicki Minaj and Kylie Jenner use AR Lenses to juice their sales pitches. First up with the new AR e-commerce button is Nicki Minaj: “On Friday, to promote her new album ‘Queen,’ Minaj launched an AR Lens with a Shop button. When users tap a button, a page appears in the app where they can buy her $25 ‘Queen’ necklace.”