It's Not About What We Want To Do, It's About Delivering What Fans Need
March 8, 2016
In a move to ensure their platforms stay captivating to the billions of daily social media users - Twitter, Facebook and Snapchat have all been busy introducing new features.
After Twitter discovered that people tweeted over 100 million GIFs last year, they quickly worked on a GIF library and recently rolled it out - making it even easier for everyone to keep sharing GIFs.
(GIFs visually express everything from moods to reactions of people and/or what's going on.)
When you're going to send a tweet, you simply click the GIF button (below) and their new GIF search opens up:
Over on Facebook, as you have experienced, they listened to their 1.04 billion daily active users about having more than just a 'like' button to express emotions.
So they created extensions of the 'like' button called, "Reactions."
You can now 'love,' 'haha' or 'wow' content - or be 'sad' or 'angry' at it:
And then Snapchat just rolled out Geofilters for businesses and private events.
Geofilters were typically only images provided by Snapchat for public places. We use them in "snaps" to communicate where we are.
For example, here is Jack Shell "snapping" from his voting place during the Michigan Primary. Notice the graphic over his face - "Michigan Primary" - with the image and the date. That's a public Geofilter:
But Snapchat said, "We kept hearing from [users] who wanted a Geofilter for their business or private event."
So Snapchat delivered. You can now create your own station Geofilter for concerts, events, all kinds of moments.
Ingrid Diaz, our Digital guru at KRBE, used the station logo as a Geofilter before a concert. And Christina Madson, our Digital guru at 93X/Minneapolis, used the logo for their new brew they are introducing:
The Geofilter offered a few thousand views per station in a 30 minute time frame. Hundreds of people ended up taking photos with each stations Geofilter and snapping it to their friends.
Great visual return for only $10, that's how inexpensive it is to do. And the large number of views made sense. Snapchat has over 100 million daily users, mostly 15-34, that use the app on average 30 minutes a day. They live on it.
Play around with it. See what your audience will snap and share with others.
But the critical point to all of these social app improvements is this.
The key lines in this piece:
- Twitter discovered that people tweeted over 100 million GIFs last year so they rolled out the easiest way possible to now share gifs in tweets.
- Facebook listened to their 1.04 billion daily active users about having more than just a 'like' button to express emotions.
- Snapchat kept hearing from those who wanted a Geofilter for their business or private event."
They pay attention to what their users say and act appropriately to keep their products exciting.
So, just as the social apps do - radio, too, needs to hack our way to success.
Hacking - as a positive - is about fighting for your product and doing what needs to be done in the face of today's disruption and modernization, a never-ending quest to ensure your brand remains in the hands and the hearts of the fans.
Because it's not about what we want to do but about delivering what fans need.
I hope you can join us at #Conclave41 this summer in Minneapolis.
We will share actual ways to execute an exciting social strategy with very little resources and manpower. Visit The Conclave's website for more.
Reach out to me anytime on Twitter @lorilewis.
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