Weekly Social Media Round-Up

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Happy 2016! IDM Brand’s weekly round-up of the most interesting and relevant developments in social media and technology. As we know, social media changes quickly. We’re only two weeks into the new year and already there are many exciting changes to report.

Snapchat Is Building Ad Tech Platform

The messaging platform reached out to ad technology companies and agencies about its API, asking them what they would need from such software, sources said. The conversations with potential partners are laying the groundwork for a system that would be ready for testing by as early as the spring. “Snapchat’s ambition going into 2016 is to have many more opportunities for e-commerce on the platform and other stuff that is more about building audiences,” said an ad agency executive with direct knowledge of the plans.[via DigiDay]

Impact: SnapChat has a large and dedicated audience, especially among the coveted millennial demographic. Though it will probably be a while before the platform starts rolling out advertising to all businesses, look for SnapChat (along with Instagram) to become a dominant players in mobile marketing and audience building.

Twitter Likely to Expand Character Limit

In his message, Dorsey wrote that Twitter has already noticed that many of its approximately 300 million users already have been including screenshots of lengthy texts in their tweets. He indicated that Twitter is examining ways to give people more room to express themselves without polluting the service with gasbags.” [via Los Angeles Times]

Impact: Though this is not an official development, Twitter is clearly looking for ways to increase their revenue stream. Would lifting the character limit affect your Twitter strategy? Start thinking about it now.

New York Public Library Puts Public Domain Materials Online for Free

The release of more than 180,000 digitized items represents both a simplification and an enhancement of digital access to a trove of unique and rare materials: a removal of administration fees and processes from public domain content, and also improvements to interfaces — popular and technical — to the digital assets themselves. Online users of the NYPL Digital Collections website will find more prominent download links and filters highlighting restriction-free content; while more technically inclined users will also benefit from updates to the Digital Collections API enabling bulk use and analysis, as well as data exports and utilities posted to NYPL’s GitHub account. [via New York Public Library]

Impact: If you run blogs for your clients, you’re probably aware of the copyright issues endemic to the form. NYPL has made it easier than ever to find copyright-free images for use on blogs and social media. The creative possibilities are endless.

Why Brands Should Embrace Cinemagraphs for Storytelling

The use of cinemagraphs by brands has increased as social channels such as Facebook and Instagram bolster their auto-play video capabilities. This has opened the door for brands to employ cinemagraphs in more native, integrated and beautiful ways that help them reach consumers. We have found through our research that cinemagraph content tends to have more virality, with 71% higher organic reach than still photographs. [via AdAge]

Impact: Cinemagraphs are elegant, evocative content that is cheaper to produce than video and visually arresting–a must for inspiring users to linger on an image while scrolling through the newsfeed.

Weekend Reading

The Lonely Web: How the weird, unfiltered internet became a media goldmine

The content feels more honest than much of the formulaic, prepackaged mainstream web. It seems to be the result of platforms aggressively telling people their voices matter and deserve to be heard, without making apparent the extent to which their broadcast signals are diminished. The Lonely Web is littered with desperate messages in bottles, washed far ashore in a riptide of irrelevant content. [via Fusion]

Impact: Fascinating, beautifully written piece about “the lonely web” and how brands and websites capitalize on user-generated content using the infamous blue and black (or is it white and gold?) dress photo from 2015.

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