Friday Social: AR Ads, Twitter Suspensions, and AMA…
Facebook AR Ads
Facebook is introducing a new ad format using augmented reality to show off the items on sale. The ads appear in the News Feed as usual, with a ‘Tap to Try It On’ button. Facebook then uses the device’s camera to filter the item on to the user’s face or surroundings.
Michael Kors is the first brand to use the format, showcasing its luxury sunglasses, with Sephora hot on its heels. Given the current popularity of online shopping and consumers’ willingness to purchase without physical sight, we’d imagine this next step will be pretty popular.
Twitter Account Suspensions
Twitter has reportedly suspended millions of accounts this summer in an attempt to combat ‘fake news’.
Data obtained by the Washington Post has revealed that the move affected more than 70 million accounts across May and June 2018.
Following the release of the figures, Twitter’s shares fell by more than 8% – likely due to the loss of 20% of the platform’s user base.
Twitter Exploits Explore
Twitter is introducing a new ad placement – front and centre of the Explore tab, with a ‘Promoted Trend Spotlight’ ad.
The feature bumps the ‘real’ trending news down the list and dominates the headline with an image background. Disney is the first to use the format, to promote its upcoming Christopher Robin film.
A Twitter spokesperson told TechCrunch: “We are continuing to explore new ways to enhance our takeover offerings and give brands more high-impact opportunities to drive conversation and brand awareness on our platform”.
It’s (not) coming home
After last week’s celebration of the best optimistic #ItsComingHome tweets, we’re writing this week with a much more dour tone. So were users of the #ItsComingHome hashtag, when William Hill appeared to ‘buy’ the hashtag, adding its own Hashflag as an ad.
A small but important point. How the f*** did William Hill bookmakers highjack the #ItsComingHome hashtag. Look closely, and you'll see it's a William Hill logo on the shirt.
— Harry Wallop (@hwallop) July 6, 2018
Twitter users were quick to point out that the apparent ad broke all kinds of rules – especially that under 18s could view the gambling-related emoji.
The ASA told Campaign it hadn’t had any complaints about the ad, but would ‘talk to the parties involved’.
Ask Instagram Anything?
You might’ve noticed a new feature within Instagram Stories this week – the ‘ask’ feature.
Mashable has a key point to make – these are not anonymous… which could be worth bearing in mind.
Bloggers and influencers are already firming on the bandwagon, putting the Q&A feature to good use.
The 'ask me the question' in instagram is messed up. I post a question to my crush only to realise it wasn't anonymous anymore.
— aishuuuuuu (@aishhhhhhhuuuuu) July 11, 2018