Comments about Instagram logo redesign erupt in social networks

instagram logotipo redesenho

instagram logo redesignWe were already hearing rumors that Instagram was working on the redesign of a new design for Android, but we did not expect the renovation was going to be so radical. The popular photographs App with over 400 million users, announced a new design for both the application icon, and everything inside it. The new Instagram logo redesign corresponds to the third time that the App changes it appearance. The first two designs were made by Kevin Systrom (Instagram co-founder) and the last one by Ian Spalter (chief designer).

The redesign also extends towards the three applications owned by the social network: Boomerang (facilitates recording short videos), Layout (used to create photo collages) and Hyperlapse (creates fast motion videos).

As reported by the social network in its announcement, the new design improves how the App looks and feels, but without changing the navigation style that characterizes it. In addition, the App aims to put more focus on photos and videos.

Ian Spalter said that this redesign is a reflection of the different ways in which users of Instagram, Layoutt, Boomerang and Hyperlapse use the services. “We ask employees to describe  Instagram logo of in less than 5 seconds. Almost all obviated the rainbow, lens and viewfinder”, said design specialist.

What is curious is that in the middle of the vintage revolution that society lives, Instagram has decided to eliminate the retro air that characterizes the App since its launch in 2009.

Several social networks impact

Instagram users level of satisfaction has always been high, since the platform is dynamic and filters have been improving. What happened, then, that the App become object of criticism?

Social networks are sensitive, perhaps this is the reason why Instagram users does not applaud the new logo. Instead of this they express their rejection in other social networks like Twitter and Facebook.

Users in social networks, especially on Twitter, were quick to express their opinion:

rediseño logo Instagram
rediseño en el logo de Instagram

 

What do you think about Instagram logo redesign?
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Secrets of YouTube

secretos de Youtube

secretos de Youtube

Scooter Braun, manager of artists, chosen by “Time” magazine as one of the top 100 influencers in the world, shared some of  YouTube secrets.

Braun owns SB Projects, a company dedicated to find engagement of artists worldwide. It was he who convinced Bieber moving to United States and who led him to fame. Later he did the same with other artists such as Psy, Ariana Grande or Carly Rae Jepsen.

We will share some helpful tips to achieve  digital marketing dream: amass the scope and build a brand.

Generate privacy

For Braun, the key to success of the first videos of Bieber broke a tie one on one with people watching him. For him it is not about “millions of impressions,” but to provide experiences.

Braun recommended the young Bieber to begin each video saying his name and sing live. What he wanted was to make people feel they are in the room with him or that  they are looking at something intimate and private.

Listen to your audience

In the early days of exploding Justin Bieber, Braun saw that the artist was having a ton of traffic on YouTube in the UK. Braun wanted to take the artist there, but the record firm opposed because Bieber wasn’t  on UK radio.

Braun insisted and brought Bieber  to the UK on their own. They came to Universal Records and announced that they would be giving a show on the label. The success was overwhelming and the next day, his songs began to be heard on the radio in the UK. This was one of the first experiences in which online ended nurturing traditional media.

Be creative!scooter-braun-talks-schoolboy-universal-deal

Many people would tell Braun that music industry was dead, however, he found on YouTube a unique opportunity.

Braun knew that things had changed: music could be obtained for free, and it invalidates the need to buy a CD or pay for a concert. A single hit would not fill stadiums, people had to listen to artists and they should like it.

What is the solution to make it profitable? “You need to be more creative”, Braun says. YouTube paid music industry more than 3,000 million dollars in royalties. Braun showed music industry did not die, it just reinvented.

Is your company ready to exploit the benefits of YouTube?

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Twitter beats Facebook for the first time

Twitter beats Facebook

twitter y facebook

Twitter celebrates 10 years and their numbers are below those of Facebook at the same age. As we can see in the table below, Twitter has been lagging behind Facebook in terms of assets and income users. The company is still losing money while Facebook earned more than US $500 million per quarter at the same point in its life cycle. However Twitter beats Facebook in an area for the first time in 10 years.

This area represents the hope of Twitter: revenue per user. Twitter has been able to get about US $2.33 per user, while Facebook gets only US $2.11 per user at this point.

If Twitter somehow managed to capture more users and get them to use the service monthly, it could become even greater than Facebook business. However, the growth of Twitter users has stagnated over the last year, so we should wait to see what happens this year to start putting our chips on this social network.

facebook y twitter comparación

Is your brand ready to face the constant changes of social networks?

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Tension between Facebook and Snapchat

facebook y snapchat

facebook y snapchatThis week Facebook incorporates an animated filters application, called “Masquerade”. While it is known that for some time there is tension between Facebook and Snapchat, this news did nothing but intensifying it. The rivalry between these companies part of both fighting for dominance of digital video (the protagonist of 2016) and investment in advertising that this entails.

Since 2012, Facebook has tried to catch up with some of the tools of the fashion social network, and this acquisition leaves the sight of the brutal competition between the two companies.

Facebook: Failed attempts

Snapchat has understood the younger users, known as “millennials”, and since 2011, Facebook has tried several times unsuccessfully to imitate some of the most attractive features of his rival.

  • In 2012 they released “Poke”, an application that allowed users to send photos and videos for a limited time, after which they self-destroyed. The application died a year and a half later.
  • Mark Zuckerberg did not give up, and he tried again in 2014 with another similar app, called “Slingshot”. It was not very successful and in December of that year ceased to exist.

The interest Facebook has on Snapchat goes beyond wanting to copy it . Mark tried to buy it twice, but its CEO (Evan Spiegel) refused on both occasions.

Video ambitions 

Facebook says it plans to keep “Masquerade” as a standalone application and at the same time seeks to incorporate selfie effects similar to those of Snapchat, to their own products. On the other hand, as we know the video is the main protagonist of 2016, and it is for this reason that Facebook has begun putting great emphasis on its new addition: “Facebook Live”,  an application for live video transmission.

The sense of threat Facebook felt for Snapchat is justified , since both have the same number of daily views on videos, but Snapchat has fewer active users. The main difference between the two is that in Snapchat users have to touch the screen to see the video, while Facebook videos are autoplay.

Snapchat is in the first stage of doing business, ruling advertising in “stories”, “discover” or “live”, spaces that are attractive to advertisers.

Nick Cicero, CEO of “Delmondo” and Snapchat analytics specialist, says Facebook asked in January about influencers and Snapchat audience. However they did not reach any agreement.

Snapchat is not far behind and decided to fight. The company has hired one of Facebook’s publicists, Sriram Krishnan, the founder of “Facebook Audience Network”, which places ads on Facebook applications and mobile sites.

How will this rivalry continue? We do not know. We hope that both companies continue  incorporating innovative tools.

Consult our Monthly Community Managment Plan and optimize your results in social networks!

New Facebook features for 2016

funciones facebook

funciones facebook

Twelve years ago Facebook was born and today it’s still the world’s biggest social network. This success is due to the great adaptability and evolution of the company. They have been able to understand exactly what their users need, how and when to give them. Following the constant evolution and, knowing that many social networks are gaining rapid popularity, this year we will see some new Facebook features.

1-Forget your ex

Forget our exes is increasingly complicated, and this is thanks to social networks: we learn what they like, what they do and with whom they are. It is for this reason that Facebook developed a feature that lets you decide how long you need to forget your ex partner.
How does it work? Once you change your status from “In a relationship” to “Single” the platform will offer you  three options:

• View your ex publications less frequently.

• Limit access to photos, videos and states that your ex can publish.

• Limit access to your ex to your older publications.

The best part is that your former partner will never be notified. This feature is now available in the US and it will be soon incorporated worldwide.

2-More emojis!

The new Emojis are now available and they are the funniest novelty this year. A couple of months ago, the only options users have  were  “comment” or “Like” publications. After much debate, Facebook chose to extend the permitted reactions and incorporate new emojis.

3-Smarter messages

“Facebook Messenger” is constantly evolving and this year even users who don’t have Facebook would be able to downloaded the App. Moreover, this app will incorporate “M”, an intelligent personal assistant (like Siri). Would you like to know at what time you movie start or where to eat near your home? “M” is here to answer all your questions.

4-Personalize your profile picture

Another new feature of Facebook  is a change in profile photo position (now it is focused), both on mobile phones and tablets. Moreover, due to the great popularity to take the videos this year: Facebook allow you to add a video as your profile picture!

funciones facebook

5-Share live video

Everybody has dreamed to be in two places at once. There are several Apps, “Periscope” for example, which allow you to record and share live videos. As Facebook didn’t want to be left out, the social network has developed “Facebook Live”. It will be available soon. Meet the world through Facebook!

Is your brand ready to adapt to the new features of Facebook?

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How to succeed in Instagram?

redes sociales instagram

triunfar en Instagram

The question brands frequently make is: How to succeed in Instagram? This has become the social network of the moment and companies are trying to position themselves there. The reasons for this growing interest are varied:

-Everybody is talking about this Social network and brands seek to get some profit from it.
-Usage numbers are growing, which means there is a lot of ground to explore and to attract consumers.
-Results are being felt and engagement figures are higher than those of other social networks.
-Instagram is a showcase for audiovisual content: Brands communicate through pictures and videos and this content is the most interest today to consumers.

HubSpot has made a ranking of the 16 best brands that are on Instagram and from this selection it’s easy to draw a few lessons:

Photos must be of quality

It is no longer enough to meet the minimum requirements to highlight in the social network, now brands have to share quality pictures. One example is National Geographic. Both the magazine and Instagram have always taken great care quality and professionalism of the pictures. But not always professional teams are required to obtain high-quality images, you can get incredible results knowing how to use mobile devices.

Avoid talking about “yours”

One of the temptations in wich brands may fall is to publish photographs of their products or services. That’s considered spam. You have to create conversations and generate genuine interest from users. It should reflect the philosophy of the brand. Companies that succeed in Instagram manage their images communicate what interests them, what they like and what they want to share.

Brands must have a personality

Each brand must have their own values, characteristics and interests and also that personality has to be consistent. It is not worth to change based on fashions and trends. The images have to be shared like a cover letter that help consumers understand the philosophy of the brand. All this is important because the photos identify the target to which it is intended to reach.

Brands involve others

It is not enough to post pictures and wait for “like”. Successful brands achieve that users are part of the message and become issuers.

How prepared is your brand to succeed in Instagram?

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2016: Year of the video and smartphones

Año del vídeo y el smartphone

Año del vídeo y el smartphone

Year after year technology evolves and this brings new trends in communication and new strategic digital marketing. While it is known that nowadays the main investment channels are blogs and social networks, 2016 brings changes as the explosion of online video and audio. The year has just begun but everything leads us to believe that this will be the year of the video and smartphones.

The growing popularity of smartphones has been a major change in the area of marketing and digital advertising. This year, the investment in shares of marketing for mobile devices sevenfold. Mobile happens to be a complement to be a major player in the buying process by factors such as geolocation in real time, which are essential to meet the demands of users at all times. Incorporating features of this type will cause the m-commerce (mobile commerce) continue to grow as it did throughout 2015, and is expected to do so in 2016 by 48%.

On the other hand we must not forget that companies wishing to be relevant should add value to make the audience feel identified. The strategy for communicating through smartphones is not the same as the one used for traditional means, whereby the message must be customized and attractive to potential customers, in order to make them feel curious to know more about my product or service.

Online videos: protagonists of 2016

Online videos becomes the main challenge in digital marketing strategies. Gifs, 360 ° or interactive experience videos, among others, are new formats that make videos more atractive for users.

Videos, with new formats in addition enter the world of SEO strategies (organic search engine optimization). 80% of Internet users consume online videos, this is a unique opportunity to achieve good search engine rankings and gain relevance in the network.

Videos and gifs are a challenge for both brands and agencies. Videos can’t be communicate in the same way that a picture, so the type of strategy that was useful so far with still images has little to do with the strategy for communicating videos.

Trends in social networks

The main social platforms such as Facebook or Twitter, lose weight in favor of new social networking boom such as Instagram, Snapchat or LinkedIn. In these networks, more visual, video is a key element to reach users. Most innovative brands are looking foward to promoted in  these social networks that incorporate thousands of users every day.

Another trend in social networking is that these will become outlets. Thanks to the integration of “Call to action” users can directly purchase products from these platforms. Thus social networks facilitate the buying process of the users, expanding its main function: to communicate, zoom in and connect people.

Is your company ready to enter the field of videos and investing in smartphones strategy?

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Brands breaking into Snapchat

snapchat

snapchat

Throughout the years we have seen younger internet users migrate from private spaces to public spaces, that are inaccessible for brands such as WhatsApp and Snapchat. The lattest one has become a leading social network with over 700 million daily shared snapshots. How can brands be part of the conversation of this platform?

A defining characteristic of these platforms is that it is private and, unlike other media, is immeasurable. Young people are avoiding channels that make them feel they have to produce content that “like” everybody so they start moving to other social media where they can be themselves, without feeling pressured to get approval. This is the case of Snapchat where images are play for a few seconds and then disappear.

This social network is making an effort to give more space to brands, so that they can communicate their messages directly interacting with their target.

Besides the function that allows users to exchange photos and videos that will self-destruct once seen, other notable aspects of this application are:

  • “Stories”: Users can post photos of the last 24 hours, that remain visible throughout the day for their contacts to see it. This is where brands can make their appearance.
  •  “Live”: The network selects specific locations or major cultural events and users located there can upload videos or pictures that appear in live for all snapchat users. In this case brands can promote themeselves inbetween these videos or images.
  • “Discover”: Editorial channels as Buzzfeed Daily Mail and inform people with current data. Brands can not be here; They are elected by Snapchat.

Elements that any strategy Marketing Snapchat should consider:

  1. Be sure you share your “snapcode” (a code that allows users to add you once it has been scanned) in your Facebook or Twitter profile.
  2. Snapchat has its own language, and brands must take risks, worrying less about production and achieving spontaneity.
  3. Generate value by offering exclusive content on your profile and people will follow you. Vouchers and contests work very well when it comes to generating value.

Is your brand ready to be part of this social network ?

The role of influencers in marketing strategies

Influencers

incluenciadores

In recent times influencers marketing has been gaining weight. With the internet boom and the success of social networks, certain profiles of users have managed to connect with his followers, created a strong data base and connect with other users. Their opinions are valued, because they are seen as influencers ‘who know’ about specific issues.

Influencers are increasingly required by brands, and even become the subject of their marketing campaigns. Several studies have demonstrated that such figures and their views are far more compelling to consumers than traditional advertising formats.

“For digital generation new voices are needed. The falls and rises celebrities are much faster now and brands need to capture the flow and exploit microhearings segments” said Rob Norman, chief digital officer of GroupM.

And not only is that celebrities have seen their traditional moment of glory have a shorter life cycle, but also the weight of influence has also changed.

The presence of influencers in campaigns is increasingly common: 75% of brands confessed in a study that uses influencers in their campaigns. The forecasts are that in the near future the number of firms using these figures rise to 84%.

The professionalization of influencers

Today companies have professionalized access to influencers and given them a larger role in its strategy. Now, these have become a proper communication channel (not just a complement to public relations campaigns) and brands are devoting more and more budget on them.

The agencies are launching increasingly formats to understand how marketing works with influencers. Measure the success or failure of a campaign influencers is becoming increasingly easy because more tools to measure the ROI of these campaigns and the actual impact on consumers appeared.

Brands are encouraging devote part of their budget to such campaigns. Not worth to convince a influencers to talk about something with offering a gift. Influencers have to be on the budget: for them has become a source of income and for brands a new source of expenditure. The 85% of influencers expected to be paid if you are talking about a product and only 4% would be content to receive the product in exchange. Those who are content to hire them for your blog publicity are a minority.

Does the marketing strategy of your company contemplates the use of influencers?

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Tutorials: Getting closer to the consumer

tutoriales

tutoriales

How to change a tire, paint a wall, learn to play guitar, fix her hair or prepare the best recipes. The questions are varied but they all serve a critical moment: the “want-to-do” moment. The tutorials are able to talk about the brand and consumers value for helping them to take action.

Instructional searches on YouTube increased 70% year over year and for 2015 looked at over a hundred million hours of its kind in the United States. In Latin America, several brands found the opportunity to be more present to their customers through tutorials that help in those micromoments where they want to learn to do something or solve everyday issues.

Thanks to the growing popularity of this type of content, brands begin to bet in this kind of videos. This way, a brand of soap powder form shows how to remove tomato stains, some food brands promote a series of tutorials with step-by-step recipes based on your product and cosmetics brands have a channel where customers can consult various types tutorials for a good makeup.

The following steps can help brands to capture consumers:

• Identify what consumers want to know and how your brand can solve that problem.
• Answer the question with relevant content.
• Always Reply to specific searches.
• Use descriptive titles to make them easy to find.
• Measure the impact of your content.

Identifying the needs of users, according to their specific searches, responding to questions with relevant content and use descriptive titles brands can win this important micromoment where consumers also define their preferences. The tutorials are here to stay and brands must display the potential that they have to bring them to their consumer.

Is your brand attentive to the “want-to-do” moment?

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LATAM 2015: social media as protagonists

redes sociales como protagonistas

en LATAM 2015 las redes sociales protagonistasIn the 2015 LATAM Media Festival social networks appear as protagonists thanks to the interaction and feedback that enable the users.

Instagram

La red social cuenta ya con 400 millones de usuarios activos y la clave de su éxito reside en la creación de una comunidad apostando por la creatividad. A causa de esto, se vuelve una plataforma muy eficaz para llegar a los millennials. La red profesional no sólo cuenta con publicidad en formato gráfico sino que ha renovado su cartera con el lanzamiento de anuncios en video de 30 segundos de duración.

LinkedIn,  Latinamerican “king”

Resulta necesario señalar que LinkedIn es la plataforma social más usada en América Latina y en la que los usuarios depositan mayor confianza. Price ha expresado: “Nuestra misión a nivel global es conectar a los profesionales de todo el mundo para hacer del mismo un entorno más productivo y exitoso”.

Para que podamos hacernos una idea del papel que LinkedIn juega en Latinoamérica Price ha ofrecido los datos sobre el número de usuarios de algunos de los países. En los primeros puestos encontramos a Brasil con 22 millones de usuarios seguido por otros como México (siete millones de usuarios), Colombia (cuatro millones de usuarios), Argentina (cuatro millones de usuarios), Chile (tres millones de usuarios) o Venezuela (supera los dos millones de usuarios).

“Nuestra idea de oportunidad profesional pasa porque cada usuario pueda mostrar al resto su trayectoria y es por esto que cada vez mejoramos los servicios empoderando a los individuos”, ha concluido Price.

¿Qué pasa con la publicidad?

Dan Rosen, director global de publicidad en Telefónica ha señalado: “El contexto siempre ha sido determinante a la hora de realizar la publicidad”, explicando que LATAM es una región cada vez más mobile. “Mobile, data, localización, social y sensores son los nuevos pilares sobre los que debe trabajar la publicidad” añadió Rosen.

Marketing basado en personas ¿el camino hacia el éxito?

Diego Dzodan, vicepresidente de ventas para América Latina de Facebok dijo “El mobile ha cambiado nuestro comportamiento. Ahora el 73% de las personas que utiliza Facebook lo hace forma multiscreen combinando PC y móvil. El 89% de los millennials accede a la red social en su casa directamente desde el mobile”. Brasil se posiciona como uno de los líderes con 84 millones seguido por México que alcanza los 52 millones de usuarios o Argentina con sus 21 millones de usuarios activos cada mes.

Como conclusión de El Festival of Media LATAM 2015 advertimos que los consumidores latinoamericanos están cada vez más conectados, recurren a las redes sociales para informarse sobre los productos que pretenden comprar y lo hacen a través de múltiples pantallas.

Politics must learn from branding

La política debe aprender del branding

Politics must learn from brandingThe functional purpose of branding is to identify a differential promise about the values of a brand, and communicate it to consumers in a coherent and consistently way. Political parties have failed to transmit that brand promise, resulting in the total loss of public confidence. This is why politics must learn from branding.

Like any brand that has reached its final cycle of life, political parties need a regeneration if they want to survive. These parties are articulated today as a group of members who share the strictest sense of belonging and the denial of anyone who does not share the same opinion. A totally opposite approach to having citizens at the center of their strategies.

But building a political brand is something that takes time and a careful strategy. Unlike other brands that seek the continued confidence of the public, political brands seem to be focused only on getting confidence every four years, when polls become the best indicator of sales and trust.

In the absence of a clear promise, supporting only their messages by generalist ideologies, political parties are engaged in the speeches of fear and in the discrediting of the contrary. But what would happen in the outside world if Pepsi simply told us how bad the ingredients of Coca-Cola are for our organism? It is clear that negative messages do not get adepts to your lines.

Politicians should learn that they should not only communicate to the voters, but especially to those who do not vote, just like any brand that tries to enter the home of new consumers. Even if we move from parties to politicians or brands to branded products, it is necessary to build an emotional connection between the product and the customer. And that is something that does not conform only during a political campaign.

Fortunately, the population is not stupid and picks out those brands with which it feels identified, who have been concerned to build a positive dialogue. Completely neglected by our political brands. It is time for political parties to take good note of what good management of their brand means and what it can do for them.

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