Snapchat Launches New Ad Offering Called First Commercial | #facebookdating | #tinder | #pof

This week in social media news, Snapchat rolls out a new offering that lets brands buy the first commercial any user sees before the first Snapchat show they watch that day, Facebook rolls out new tools for Facebook Live and Instagram Live, TikTok launches a gift-giving program with its brand partners and WhatsApp sees a 70 percent reduction in the virality of “highly forwarded” messages after introducing a new restriction earlier this month.

Snapchat Announces A New Way For Brands To Advertise

Snapchat’s new offering, First Commercial, lets brands buy the first commercial any user sees before the first Snapchat show they watch that day, as reported by Adweek.

Why it matters: According to Snapchat’s vice president of global agency partnerships David Roter, First Commercial comes after Snapchat noticed “a good amount of marketplace demand for a premium takeover” over the past year.

The details: First Commercial will be available on shows like Snap Originals, Good Luck America, Nikita Unfiltered, Complex’s Hot Ones and NBC’s Stay Tuned. First Commercial will initially be offered through direct sales then programmatically. AT&T is one of the first brands to have tested the feature.

Facebook To Introduce Virtual Dating On Messenger

Facebook is working on a new video calling feature that will allow Facebook Dating users to video call over Messenger.

Why it matters: Facebook’s announcement comes after many rival dating apps have pivoted to video as a result of the coronavirus pandemic to provide a safe alternative to real-world dates.

The details: With the new video calling feature, online daters can invite a match to a virtual date and the recipient can either accept or decline the invitation. If they accept, the users will be connected in a video chat powered by Messenger.

TikTok Launches Gift-Giving Program Called Small Gestures

Together with its brand partners in beauty, music, gaming and more, TikTok is launching a new program called Small Gestures that lets users send gifts for free to friends and family amid the pandemic.

Why it matters: With the program, TikTok’s brand partners like Adobe, Pandora and DoorDash can remain top-of-mind for the platform’s Gen Z audience.

The details: TikTok is offering Small Gestures for free to all users to send gifts up to three separate times. Gifts include a three-month membership to Adobe Premiere Rush, a one-month free DashPass subscription from DoorDash and a 90-day trial subscription to Pandora. Other brand partners involved include Fitplan, Square Enix, REBBL, Talkspace, Skillshare, The Bouqs Co., Alo Moves and Fluent Forever. Users can browse the partner offerings by searching for “Small Gestures” on the Discover page and clicking the purple banner.

WhatsApp Sees 70 Percent Reduction In Virality Of Highly Forwarded Messages

After introducing a new restriction earlier this month, WhatsApp says the spread of “highly forwarded” messages sent on the app has decreased by 70 percent globally.

Why it matters: The new restriction will help mitigate user concerns in India where viral hoaxes about the coronavirus pandemic have been circulating on WhatsApp.

The details: On April 7, WhatsApp rolled out an update that restricts users from sending “frequently forwarded” messages more than once to a person or a group, down from five. In 2018, WhatsApp introduced a similar limit that restarted users from forwarding a message to over five people or groups at once, leading to a 25 percent drop in message forwards in two years.

Facebook Adds New Features To Workplace Platform

Facebook Workplace announced several new features to help businesses better navigate the impact of the pandemic based on feedback from users.

Why it matters: As stay-at-home orders remain in effect, professional work apps must tailor user experiences and features to teleworking.

The details: Facebook says the two main areas where they’ve learned organizations need support are communicating critical information with their entire business in real-time and having the information accessible to everyone, and ensuring employees feel supported and listened to during coronavirus. To help with the former, Facebook Workplace is launching Knowledge Library, “a single place to create, store and share static content like working from home advice or HR . . .” In addition, Facebook has created “Draft for,” a feature that lets users draft posts on behalf of executives who can review, approve and publish. To support employee wellbeing, Facebook Workplace has introduced “Safety Alerts” to enable companies to send standalone alerts that provide updates or context on an incident without requiring a response. A new Q&A-style post has also been created to enable quick feedback to employees.

Facebook Rolls Out Several New Video Chat And Live Features 

With real-time video usage at an all-time high, Facebook is rolling out a video chat tool called Messenger Rooms and several other features to help users stay connected on Facebook Live and Instagram Live.

Why it matters: According to Facebook, between WhatsApp and Messenger, over 700 million accounts participate in calls daily. In addition, video calling on Messenger and WhatsApp more than doubled in many countries. 

The details: Users can start and share Messenger Rooms through Messenger or Facebook via the news feed, groups and events, with the ability to join from mobile or desktop. They can also invite anyone to join the Room, even if they don’t have a Facebook account, as well as lock a Room if they don’t want anyone else to enter.

Facebook also said it’s expanding WhatsApp group voice and video calls with up to eight people.

After seeing a surge in views of Facebook Live and Instagram Live videos in March, Facebook is reviving “Live With,” a feature that lets users add another person into the live video, and giving Pages the ability to charge for access to events with Facebook Live videos. To help raise money, users can add a donate button to Live videos. Those who have a spotty connection have the option to listen to the audio-only on Facebook Live videos. Lastly, gamers can livestream games from their phone to Facebook using the platform’s new dedicated gaming app, available on Google Play.

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