This week in 60 seconds…
- Under increasing pressure from what seems like the entire planet, Snap has decided to ‘tweak’ its redesign of Snapchat
- “Is it really under pressure though?” We hear you cry. Well, more than 1.25 million people signed a Change.org petition and Snap’s share price fell by a whopping 22%… plus Kylie Jenner hates it, so yeah
- To rub salt in the wounds, Snapchat’s mortal enemy Instagram is having a great time integrating GoPro, Spotify and AR tech into its Stories feature
- On the subject of tech, Facebook Inc. is using Instagram images to improve its AI offering, helping machines to see like humans using recognition technology
- Whilst Instagram adapts its offering, Vogue is changing its approach to the platform by creating an environment for emerging talent rather than simply repurposing content from the magazine
A final thought…
Vogue’s new approach to Instagram is indicative of contemporary attitudes towards brands on social media. Consumers don’t want to see your products anymore. They want to see brands supporting young talent with subtle aspects of your offering integrated into a supportive network.
As soon as consumers see an obvious product placement, they switch off. Incidentally, 84% of millennials don’t trust traditional advertising so, taking Vogue as an example again, tell other people’s stories and give consumers a reason to visit your channels.