The month in social: June
We’re halfway through the year already and it’s officially ‘summer’ but, being Britain it hasn’t stopped raining. On social media it was looking a bit sunnier in June, with Snapchat continuing to outshine other networks, Pinterest making further improvements to their ad format and the LinkedIn acquisition. Clouds in social media came in the form of the Euros (if you are English) and of course #Brexit.
Snapchat overtakes Twitter
Snapchat have exploded this year with significant developments every month and it’s showing no signs of slowing down. The app has been around for a mere four years and its exponential growth means in that short timeframe it has acquired more users than Twitter has in 10 years. (Snapchat’s latest numbers claim 150m daily users against Twitter’s 140m).
What’s our view? When the L2 Think Tank reported that brands were hesitant to adopt Snapchat last month we were confused. Every month our social round-up trumpets the outstanding success of the platform. With 150m daily users brands are simply mad if they don’t have plans in place to use Snapchat to reach their customers.
Pinterest to measure promoted pins
When Pinterest released promoted pins brands were ecstatic, and for good reason. Promoted pins reportedly create five times more in-store sales. Pinterest have now launched a partnership with Oracle this month specifically to measure the impact of the pins which will enable them to measure how effectively they work for their 100 million+ users that shop offline.
Whats our view? Pinterest have over 100 million users, and the impact promoted pins could have on your business is significant. Now that Pinterest can measure the success of a promoted pins brands would be mad not to do so too. If your target market are on Pinterest it could be a major sales driver.
Microsoft buys LinkedIn
Microsoft acquired LinkedIn at a 50% premium to its share price. Microsoft outbid competitors like Salesforce and paid $26.2bn for the company, around $255 for each user. An undeniably expensive acquisition but a huge amount of personal data for Microsoft to now have access to. Satya Nadella, Microsoft’s CEO, believes that the deal is the perfect way to widen the market for Microsoft’s products and allow the company to jump on the social networks phenomenon.
What’s our view? LinkedIn is a huge social network but Microsoft hasn’t been all that successful in the past with their acquisitions (Nokia’s mobile unit lasted only two years). We just hope LinkedIn will buck the trend and become one of their success stories.
Iceland Foods is the hero of EURO 2016
Yes, that’s not a typo, although many fans on Twitter made exactly that mistake. The heroic success of the Icelandic national football team is the stand-out story of the Euros so far. Unfortunately for those of us who are English, their path to victory was entirely at our expense. Just a quick reminder of how it actually went.
— Mannix (@TheGirlMannix) June 27, 2016
The entire Iceland foods Twitter feed was flooded by tweets about football from hastily-typing fans, rather than the usual questions about their frozen foods.
— Iceland Foods (@IcelandFoods) June 27, 2016
But whoever ran the Twitter account for Iceland Foods quickly leapt at the chance to capitalise on all the mis-directed tweets and played a blinder;
Unexpected result in the bagging area…
— Iceland Foods (@IcelandFoods) June 27, 2016
What’s our view? This was social hijacking at its very best and props go to Iceland Foods and to the Icelandic football team who both had a great night! How Iceland Foods handled this event shows the importance of being reactive on social media. Many brands dutifully plan and schedule tweets and other social content, but having the ability to leap on a trending topic can make all the difference.
Of course, the big social media topic of the month was Brexit. The EU referendum had many of us voicing our concerns, fears, predictions and hopes on social media.
Post-referendum, the issue continued to spawn many more related hashtags and movements, such as #REGREXIT: for people who had allegedly Voted Leave, but regretted it; #NotInMyName: for those who wanted to express their concern that Farage did not speak for them; and even #IndyRef2; which was populated by the belief that, in the wake of the result, Scotland would hold another Independence Referendum in order to rejoin the EU.
While many people, from all walks of life, voiced their opinions on #Brexit, one type of voice was noticeably absent from the fray, big brands. Companies were wise to stay away from such a divisive issue, lest they risked putting off either potential customers, or even their loyal fanbase.
One exception came from Innocent. They tweeted in the run-up reminding us all of the importance of voting in the classic, slightly off-kilter way that has become their famous brand tone of voice. Importantly Innocent stayed neutral and won many fans for their approach.
Whether you’re voting Leaf, or voting Romaine, make sure vote today. pic.twitter.com/jcpHPffJem
— innocent drinks (@innocent) June 23, 2016
What’s our view? Political issues and events such as Brexit are incredibly divisive (that may be an understatement), even amongst close friends. Brands are wise to stay out of the mix and staying completely silent at times like these is probably a wise move. If you’re going to be active during a political event, stay neutral – like Innocent.