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Four hot (and unexpected) social media marketing plays for 2016

Social media marketing is a vital part of running a successful business. For 2016, here are 4 social media platforms you’ll want to consider tapping into for your marketing efforts.

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Social media marketing in 2016: What you need to know

If you’re running a business, chances are you’ve learned a thing or two about social media marketing somewhere along your journey. For 2016, there are several social media platforms you’ll want to check out. While these platforms aren’t exactly “new,” they are becoming increasingly popular.

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Instagram, Snapchat, and Facebook, are certainly popular with millennials, but there are four more untapped social media marketing gems you should consider for 2016: Kik, Imgur, YikYak, and Venmo. Let’s take a look at Venmo first, since it’s the odd one in group as it deals with finance, rather than connecting directly.

1. Why you need to know about a finance app

Venmo is a personal finance site that lets users send money over the Internet. It’s a bit like PayPal, but it’s way more popular with the student crowd as it allows you to split bills, chip in on a trip, or divide the payments for concert tickets. You may have seen ads for Venmo on television. Ads for the Mayweather-Pacquiao pay-per-view match let people know they could easily split the cost of the fight with a friend using Venmo. This is a great way to market to an untapped user base, especially if you have a product or service that could be split up and made more cost-effective with Venmo.

2. Our personal favorite site ever

Imgur is the next platform to keep an eye on for social media marketing. Imgur is a meme generator and image hosting site that is particularly popular with the younger crowd. It has more than 150 million users, most of these being millennial men. Imgur has become more popular for hosting than TinyPic, Photobucket, and ImageShack. Brands like eBay and Old Spice have already begun experimenting with advertising here; so it’s only a matter of time before other brands jump on board. If you haven’t established a presence on Imgur, you may want to consider it. Imgur states that most of their users spend three or more hours on the platform/app per week; with 150 million+ users, there’s definitely a large audience established for branding your product or business.

3. & 4. Mobile messaging apps are booming

YikYak and Kik serve the same function: they connect people anonymously. Kik boasts over 240 million users and is a mobile messaging platform. Think of it as a modern day AIM, or instant text message without giving out your phone number kind of deal. The Kik user base is very young, with most users being under 25. Kik is a great way to reach the younger demographic, without the need to target your advertising on platforms like Facebook and Twitter. Kik enthusiasts sent content like video and GIFs along with their messages, so there is potential for marketers to make a large impact with minimal effort: Kik is about simplicity.

YikYak is an anonymous posting board, where you can discuss anything without fear of censorship or repercussions. It’s a bit like Reddit, but without the limitations. This is also the caveat of YikYak: it’s a bit unsafe, as people can say anything they like about your brand. Again, however, the user base is younger, especially popular with college students looking to vent their frustrations, so YikYak is a good way to tap into that market, just exercise a bit of caution.

Social media niche sites are a great target

While there are likely other apps on the market that offer similar opportunities, these four have the greatest potential to reach new demographics and widen your fan base than any others in 2016. What do you think? Will you be advertising outside of Facebook, Twitter, Instagram, and Pinterest?

#SocialMedia2016

Jennifer Walpole is a Senior Staff Writer at The American Genius and holds a Master's degree in English from the University of Oklahoma. She is a science fiction fanatic and enjoys writing way more than she should. She dreams of being a screenwriter and seeing her work on the big screen in Hollywood one day.

Social Media

Reactions to Twitter Blue from real subscribers, p.s. its not worth it

(SOCIAL MEDIA) Twitter’s paid subscription service, Twitter Blue, gives more control over tweets and custom UI, but subscriber reception has been lukewarm.

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Twitter Blue Sign Up Page

Twitter Blue, a paid subscription service that gives users increased control over their tweets and the appearance of their interfaces, launched this summer. Subscriber reception has been lukewarm, foreshadowing some resistance to shifts away from advertising-based revenue models for social media platforms.

The allure of Twitter Blue isn’t immediately apparent; beyond a relatively low price tag and increased exclusivity on a platform that emphasizes individuality, the service doesn’t offer much to alter the Twitter experience. Twitter Blue’s main selling point – the ability to preview and alter tweets before sending them – may not be enough to convince users to shell out the requisite three dollars per month.

Other features include the option to change the theme color and icon appearances. Twitter Blue subscribers can also read some ad-supported news articles without having to view ads courtesy of Twitter’s acquisition of Scroll, a company that provides ad-free news browsing.

But even with this variety of small customization options and the promise of more to come, users are skeptical. Android Central’s Shruti Shekar is one such user, beginning her review with, “Right off the bat, this feature isn’t worth the money you’d be spending on it every month.”

Shekar posits that the majority of the features are wasted on long-term users. “I think a lot of my opinions come from a place of using Twitter for so long in a certain way that I’ve gotten used to it, and now I find it challenging to adapt to something that would theoretically make my life easier,” she explains.

One of those adaptations centers on Twitter Blue’s “Undo Tweet” feature – something that belies the notion of proofreading and using common sense before sending thoughts into the nether.

“For me, 95% of the time, I really do pay attention to my tweets before I send them out,” says Shekar.

Twitter Blue checking Tweets before sending.

Shekar does praise Twitter Blue’s “Reader Mode” feature that allows users to view threads as uninterrupted columns but argues that the feature would probably end up being underutilized despite being a cool concept.

The aforementioned color and theme customization was of little interest to Shekar. “I actually found it a bit challenging to get used to the other colors, not because they’re ugly, but again because I am just so used to the classic blue,” she says.

One problem here is that the options to change link and theme colors and put threads in reader mode seem more like accessibility features than premium content. Twitter might do well to make these available to all users, if for no other reason than to avoid criticism about locking quality of life updates behind a subscription paywall.

Shekar’s criticism hits on a crucial point for any social media company looking to emulate Twitter Blue’s subscription model: Even if the subscription price is low, companies have to be prepared to make actual meaningful changes to the user experience if they want satisfied subscribers. That includes building in options that don’t fundamentally alter the basic aspects (or appearance) of the platform.

For more on Twitter Blue, check out their blog post on it here.

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Social Media

Instagram flaunts new features, including a decked out desktop experience  

(SOCIAL MEDIA) It’s been a time of exciting product and feature announcements for Instagram with additions of Collabs, fundraisers, and desktop posts on deck

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Instagram displayed on a desktop

It’s been a time of exciting product and feature announcements for Instagram on both mobile and desktop.

Collabs Feature

“Collabs” allows up to 2 accounts to co-author a post or Reel, both sharing joint ownership of what is ultimately published. The post or Reel will show up equally on both users’ feeds with the same amount of engagement numbers, but combined, including comments, view numbers, and like counts. This is initiated through the tagging screen and the invited account will have to accept the offer before the collab can be complete.

Examples of adding a co-author in Instagram Collabs feature

Fundraiser & Reel Features

Instagram was quick to jump on the short-form content trends taking the social media world by storm. With the rise of TikTok, the Insta platform that was originally focused on static photos added Reels, along the same wavelength of short 15, 30, or 60-second videos, though the competitor has now expanded with the option of 3 minutes. Even so, Instagram is taking the time to improve music-related features within the Reels section of the app, adding “Superbeat” and “Dynamic.” The first adds effects to the video matching the beat of the chosen song, while the latter offers unique and interesting ways to display the song’s lyrics on screen. In addition, they are beginning to test the option to run fundraisers on a post by clicking the + button in the top right corner of the interface.

Examples of Dynamic for Reels feature

 Desktop Feature

FINALLY! Instagram is now realizing just how many users truly enjoy the desktop experience. If one were to compare the platform on the mobile app vs. desktop, they would see the slew of differences between the two with the desktop interface looking like the 1st year Instagram was even introduced. Functionality is no comparison; they only just added the ability to DM on desktop last year. As one can see, there is an extremely limited experience on desktop, but Instagram is now rolling out the ability for users to post from their browsers. Catch us enjoying posts on the big screen!

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Social Media

Truth Social: Trump’s long-standing battle against Big Tech backfires

(SOCIAL MEDIA) Truth Social is an example of how a new platform, though necessary to keep competition alive, can prove to be fallible before it succeeds.

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Man holding iPhone with Truth Social app download page up, as well as the stock market and Trump in the background on computer screens.

Former President Donald J. Trump announced a new social media platform, dubbed “Truth Social” last week. The platform has since been the recipient of cyber attacks by hacker collective Anonymous and the Software Freedom Conservancy has accused the Trump Media and Technology Group of violating the terms of their software agreement.

The circumstances plaguing Truth Social provide a small (if nuanced) look into the rigors of creating and sustaining new social media platforms in the modern-day. While expanding the number of social media platforms available creates more competition, this platform, in particular, raises some questions about the wisdom of investing in a service that creates an ideological echo chamber, as well as demonstrating that not just anyone can run a social media site.

There’s no denying that this new entry into the world of social media is off to a rocky start. Cyberattacks just hours after Truth Social’s test run left the site in disarray, with fake user accounts for Mike Pence, Steve Bannon, and Donald Trump appearing at various stages of the launch. Truth Social’s hosts eventually took it offline, and the sign-up process is halted for the time being.

Woman holding iPhone showing Truth Social's feed.

Truth Social also has some interesting rules regarding user interactions on their platform, including a non-disparagement clause and the assertion that users can be sued for the content they post, Time reports.

“In addition to terminating or suspending your account, we reserve the right to take appropriate legal action, including without limitation pursuing civil, criminal, and injunctive redress,” says one section of the Truth Social terms of use.

This clause is in stark contrast to the ethos behind Truth Social – a platform that, according to the press release, was “founded with a mission to give a voice to all” and “stand up to the tyranny of Big Tech.”

The disparity in messaging versus reality is an understandable mistake, as much of Trump’s mindset was most likely impacted by criticism levied against him on mainstream social media when he had his accounts – and anyone in the same position might reasonably make the same call. However, restricting users to agree with one set political ideology is a perilous precedent to set. Echo chambers aren’t particularly conducive to longevity.

iPhone showing Trump's suspended Twitter account.

The Trump Media and Technology Group also violated the terms of their open-source software of choice when they uploaded the pilot version of Truth Social. According to the licensing agreement associated with Mastodon – the software company TMTG used – users must have access to the source code for the product in question (in this case, Truth Social).

Since the initial users of Truth Social did not receive that access, the social media platform is at risk of permanently losing its rights to the code.

While some of these pitfalls feel proprietary to Trump insofar as his high-profile battle against social media is concerned, the truth is that any development of new social media entries will be messy and fraught with obstacles. Truth Social is just one example of how a new platform – something that is absolutely necessary to keep competition alive – can prove to be publicly fallible far before it ever succeeds.

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