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USES: Case studies and general user stories

Michael Kors’ Snapchat lens doubled as product trial — Luxury Daily
On last week’s National Sunglasses Day (yes), the first lens available to Snapchatters put a new pair of MK’s sunglasses on their face. The week before, Benefit showed off a new line of brow products with a sponsored lens. So simple. Win and win.

Grover and Bert give Instagram selfie lessons on Mashable — Mashable
Watch the short video to see how Sesame Street’s brand message of friendship and inclusion is just as strong in a story about selfies as it is in its weekly TV episodes. Also, this is the first time we’ve seen a famous brand “teach” social media.

The Gymternet and GymCastic take over women’s gymnastic coverage — New Republic
Because suffering an injury before competing in the Olympics is not the same as tearing your wedding dress before walking down the aisle (a comparison made by a male NBC commentator in 2008), gymnasts and their fans are covering the sport themselves. Lesson: If you don’t provide what your audience wants, they’ll make it themselves.

360-degree videos haven’t found a homeDigiday
Brands are putting their 360-degree videos on both Facebook and YouTube simultaneously. Usually, we recommend tailoring content to a specific platform, but it looks like these videos have yet to find a perfect home.

 

INFLUENCERS: Voices behind the hype

Snapchat FOMO creator YesJulz has 300,000+ viewers — New York Times
So says Julieanna Goddard’s publicist, though it can’t be confirmed. Goddard’s posts of posh parties and extravagant living are authentic, which is why she thinks they draw viewers. Maybe. But she’s right about this: “We are literally living in a time when you can say you’re something on the Internet and become that thing.”

Netflix says influencers are legit — The American Genius
The streaming service signed a deal with Vine star Cameron Dallas for his own reality TV series. If you haven’t already used influencers to trump the algorithms, this should give your brand the strength to jump on this legit bandwagon.

 

CHANGES: Updates to existing platforms

Instagram concentrates on product discovery — Adweek
The push to “Shop now” was short-lived. Because users are researching products on Instagram more than shopping for them, the platform is changing its focus.

Snapchat ads go on sale — Digiday
With its ads API on sale for up to 80% off the original price, we expect to see many smaller brands in front of millions of eyeballs every day on Snapchat.      

Facebook gives publishers and brands the back seat — Digiday
What’s most important to Facebook? Friends and family, according to its “News Feed values” (the demise of their Paper app, also announced last week, supports this). Our recommendation to brands and marketers is the same: Inform or entertain on Facebook, using influencers when possible.

Twitter introduces searchable stickers on imagesThe Next Web
À la Snapchat and Instagram, the availability of the stickers will (also) rotate. It could be a useful feature for tracking breaking news, e.g., a Brexit sticker. We suspect branded stickers are next.

 

NEWBIES: Emerging platforms

Hyper — The Verge
Last week, they released an iPhone app after great success on the iPad and Apple TV with video content curated by real people, like Pandora. Would YOU recommend a brand's video (unless a viewer asked to watch only ads?). No. But you might recommend something like BuzzFeed's "Puppyhood" video. Make good content!

Live.ly — TechCrunch
This live-streaming app is fueled by the Musical.ly community, and it’s already at the top of the app store — ahead of Facebook Messenger, Snapchat, Google Maps and Instagram. The tagline? “Broadcast your life as it happens.” Watch out…everyone else.

Dashboard — The Next Web
Twitter’s new companion app for small businesses lets you schedule tweets and view analytics and notifications. It’s basically Engage for small biz.

 

MCKINNEY ON TAP: Cold, frothy ideas

We Cannes all be more creativeMcKinney.com
Last week, Director of Media Swapnil Patel wrote, “…our social media feeds are blowing up with pictures of current and former co-workers and clients enjoying the Cannes Lions Festival of Creativity.” Instead of just wishing we were there, he encourages us to use what we see to push the limits of our own creativity.