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Vine app: porn flubs, ads, creative uses multiply

Twitter’s Vine app continues to have a rough time, but as the creative uses multiply, the novel tool is proving to be not only fun but useful, and soon to be a marketing staple in any business’ arsenal.

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Vine app launch continues to be rocky

Twitter’s first standalone product, the Vine app launched last Thursday to some substantial technical glitches that allowed users to sign into accounts that weren’t theirs, followed by criticism that it only launched in iTunes, ignoring Android users, and of course, the talk of the town is the rampant porn on the app.

The sticking point for many users is the challenge that most social networks have: porn. Some are calling the problem “rampant,” and analysts are questioning the shelf life of the app in light of a pornographic video being featured as an “Editor’s Pick” this morning on the Vine app, whic a Twitter spokesperson has said was a “human error,” issuing an apology for the error.

Apple has removed the app from their “Featured” section due to the unresolved porn issues, and some speculate that despite offering flagging mechanisms for users, the app could already be in trouble in light of the “500px” app removed completely from the App Store last week as it was too easy to search it for inappropriate materials.

WE still think Vine is the best thing since sliced bread

Twitter’s Vine app has had a rough first few days, but bad user behavior and technical glitches aside, some pretty creative uses are emerging and while some are calling them “ads” as they feature branded content or visual depictions behind the scenes of companies, we would call it simply “social media.”

There is something novel, something fun, something interesting that Vine has because (a) it auto-plays the looped animated gif, (b) it defaults to mute, thank goodness, and (c) it hits the sweet spot in between photo sharing and video sharing, so despite criticism, it’s looking good to us!

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See nothing but Vine app updates in real time

Over the weekend, several websites launched to show people what was happening on Vine in real time, each with a unique perspective, but none of which are filtered, so inappropriate updates are included.

  1. VineRoulette – VineRoulette describes itself as a “full-screen visualization of short videos posted around the world with Vine.” What we LIKE about the site is that you can hover over different videos and play which ones you want instead of waiting to load one at a time, and what we DON’T LIKE about it is that it is extremely resource heavy and really slowed down our computers, but it would be fun for parties or conferences.
  2. VinesMap – VinesMap prompts you to “see where Vines are being posted in real-time on a map,” which is pretty novel. We LIKE that you can see where clusters of activity are, but what we DON’T LIKE is that it is not automatically muted (neither is VineRoulette), which is annoying.
  3. vinepeekour favorite, Vinepeek “shows you newly posted Vines in realtime,” warning that the stream is unmoderated. It offers one video at a time, and what we LIKE is that it is the easiest to navigate and actually get to the tweet of the three, making it the most accessible, and what we DON’T LIKE is that there’s no back button, so if you miss something you wanted to click on, you’re out of luck.

Vine is going to be a hit

We predict that like Twitter, Vine will be a hit. It will be used, abused, and ignored as novelty by some, but it will certainly be fun for personal use, but great for business use to do instructional videos, behind-the-scenes shots, product shots, and more in an effort to humanize any brand. We forecast that when the Android app is released, Vine will become a mainstream staple.

13 creative uses for the Vine app:

Marti Trewe reports on business and technology news, chasing his passion for helping entrepreneurs and small businesses to stay well informed in the fast paced 140-character world. Marti rarely sleeps and thrives on reader news tips, especially about startups and big moves in leadership.

Social Media

Facebook’s Résumé takes another shot at LinkedIn

(SOCIAL MEDIA) Facebook took another swipe at LinkedIn by introducing a new Résumé feature.

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Any job hunter is likely familiar with the little section somewhere during the application process where you’re asked to enter in social media information. Thankfully, Facebook is usually an optional field.

While I try to keep what the public can see of my social media profiles toned down enough as to not cause my grandmother to blush, I’m still not quite comfortable sharing my profile with prospective employers.

I’m sure many out there feel the same, and Facebook knows this.

Tinfoil hat theories aside, LinkedIn may be shaking in their boots as Facebook begins to advance their growth in the professional sector in their pursuit of social media domination.

Facebook has begun experimenting with a new Résumé/CV feature that works as an extension of your standard “Work and Education” section on a Facebook profile page, allowing users to share work experience in more detail with friends and family but most importantly: potential employers.

Luckily, the new Résumé/CV feature won’t be sharing personal photos or status updates, but will rather combine all the relevant information into a single, professional-looking package.

So far this feature appears to be rolled out to a small number of users, and it’s unclear when it will be officially launched, but this isn’t the first time Facebook has dipped their toes in the waters of the job sector, or took a jab at LinkedIn.

Several months ago, Jobs was launched, a feature that allows Business Pages to post job openings through the status composer, and keep track of them on their Page’s Jobs tab.

A Facebook spokesperson commented on the intent behind the new Résumé/CV feature, “At Facebook, we’re always building and testing new products and services.

We’re currently testing a work histories feature to continue to help people find and businesses hire for jobs on Facebook,” and so this is just the beginning of Facebook’s plan to become a one-stop-shop and create a more seamless way for people to find and get jobs.

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Social Media

Tag photos, connect with friends, order food?

(SOCIAL MEDIA) Facebook seems to be sprawling into every nook and cranny of life and now, they’re infiltrating food delivery.

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Facebook is now bringing you food! Although, no one was really asking them to.

In the age of Instagram and Snapchat, Facebook is attempting to transform into more than just a social media platform. They have partnered up with food delivery services to help users order food directly from their site.

They hope to streamline the process by giving users a chance to research, get recommendations and order food without ever leaving the site.

Facebook has partnered with their existing delivery services including EatStreet, Delivery.com, DoorDash, ChowNow and Olo in addition to restaurants to fast track the process.

The scenario they imagine is that while scrolling through the newsfeed, users would feel an urge to eat and look to Facebook for their options.

After chatting up friends via Facebook Messenger to ask for the best place to go, users would visit the restaurant’s page directly, explore their menu and decide to order. When ordering, you will have the option to use one of the partnered delivery services either with an existing account or by creating a new one.

The benefit is you stay on one site the entire time. With the time you save, the food can get to you faster, which is a plus for everyone.

Assuming that people already live on Facebook 24/7, this seems like a great update. If you like getting recommendations from your favorite social media resources, it’s even better.

The problem is that in recent years their younger audiences have dropped off in favor of other sites. Regardless of what they think, not everyone is flocking to Facebook for their every need.

My guess is that this service will benefit those already using Facebook, but is less likely to draw new audiences in.

Adding more services may not be the key to success if Facebook can’t refine their other features. They have already been criticized for their ad reporting practices, though they seem to fix everything with a new algorithm.

Facebook has continued to stray away from their original intent, and food delivery won’t be their last update.

Facebook wants to be everything, but not everyone may want the same.

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Social Media

Hate Facebook’s mid-roll ads? So does everyone else

(SOCIAL MEDIA) Those pesky ads that pop up in the middle of that Facebook video, aka mid-roll, seem to be grinding everyone’s gears.

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In an ongoing effort to monetize content, Facebook recently introduced “mid-roll” ads into videos by certain publishers, and it has now been testing that format for six months. If you aren’t a big fan of those ads interrupting your content consumption experience, you aren’t alone; publishers aren’t crazy about them either.

In a report on the program, five publishers working with Facebook’s new mid-roll ad program were sourced and all five publishers found that the program wasn’t generating the expected revenue.

One program partner made as little as $500 dollars with mid-roll ads while generating tens of millions of views on their content.

Two other partners wouldn’t specify exact revenue number, but they did acknowledge that the ad performance is below expectations. As far as cost goes, certain publishers mentioned CPMs between 15 cents and 75 cents.

That range is large because a lot of the data isn’t clear enough to evaluate their return on investment. According to the Digiday report, publishers receive data on total revenue, along with raw data on things like the number of videos that served an ad to viewers.

The lack of certain data points, along with the confusing structure of the data, makes it difficult to assess the number of monetized views and the revenue by video. For context, YouTube, as arguably the biggest player in video monetization, provides all these metrics.

Another issue is that licensing deals are cutting into margins. Facebook pays publishers, via a licensing fee, to produce and publish a certain number of videos each month. In exchange, Facebook keeps all money until it recoups the fee, after which revenue is split 55/45 between the publisher and Facebook.

While these challenges doesn’t change the fact that revenue is low, it does make it difficult to dissect costs in a meaningful way.

Why is revenue so low to begin with?

For starters, a newsfeed with enough content to feed an infinite scroll probably isn’t the best format for these kinds of ads. As a user, when I’m watching the videos and the ad interrupts the experience, I’ve always scrolled right on through to the next item on my feed. It’s a sentiment echoed by one of the publishers in the Digiday story.

Because of that, Facebook’s new Watch program, which creates a content exclusivity not found on the news feed, might produce better results in the future. Either way, Facebook will need to solve this revenue challenge for publishers, or they might pull out of the programs altogether.

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