Social Shorts: Twitter ad engagement drops, Snap Minis launch, more brands pause Facebook Ads

Involvement in Twitter advertising has declined. The Snapchat user dresses up little by little.

We got a clearer picture of the impact of the pandemic on social platforms during the quarter. While daily active users grew 34% this week to 186 million, Twitter reported advertising revenue dropped 23% year-on-year in the second quarter to $ 562 million (total revenue was $ 683 million. Down by 19%). Due to the low growth in advertising revenue in the first quarter of 2020. The sharp decline in Twitter advertising revenue was accompanied by a significant decline in advertising revenue, engagement, and costs.

Why do we care? The trends in these two metrics, as shown in the table above, illustrate the challenge that the Twitter advertising industry has experienced in many circles. Active advertisers need to be busy with their ads. Ned Segal, the chief financial officer of Twitter, said in a statement that the company is still focusing on performance advertising. “We have completed the rebuilding of our advertising server and accelerated our roadmap for performance advertising. With a broader audience and awareness, we can deliver even better results to advertisers than many other people and opportunities we have experienced. Twitter. The company. Evaluate subscriber options. “)

 Earlier this week, Snap reported that its revenue rose 17% year-on-year to $ 454 million. Investors were disappointed with the failure of the huge increase in the number of users Snapchat saw at the start of coverage. Daily Active Users increased by 17% to 238 million, slightly less than the 239 million photographed by the company.

Why do we care? 

Snap’s advertising revenue has been affected by disruptions in sectors such as transportation services, restaurants, and entertainment, but Snap CEO Evan Spiegel said advertisers depend on the e-commerce, streaming, and gaming platform. Although the Snapchat audience is young, the company also notes that Snapchat’s average daily number, more than 35 engaged in Discover content, increased by more than 40% in the second quarter of 2020. The company also said it was protecting Facebook. . Brand. issues with multiple brands revisiting Snapchat.

Twitter influences the content of the conspiracy

 Twitter said it would take action against QAnon content plagued by conspiracy theory from this week. Topics tweeted about topics are permanently suspended, do not share URLs associated with QAnão on Twitter, do not use content related to QAnão, and consider trends and recommendations. Twitter withdrew 7,000 QAnon accounts, limiting another 150,000 by flooding the platform with questionable content and coordinated attempts to change hashtags, NBC News reported.

Why do we care? 

Twitter’s action against misinformation and conspiracy theories is important for a platform and contrasts sharply with Facebook’s ‘We are not arbitrators of the truth’ in an advertising boycott of trademark protection and content moderation.

Boycott of Facebook ads: more closed brands

 Several major brands have kept Facebook ads quiet. Earlier this month, Disney stopped advertising Disney + and Walmart, Geico, Allstate, Kellogg’s, Kohl’s, Dell, McDonald’s, Peloton, and Ikea, according to the Wall Street Journal, according to a new media group report. . Walter is the second-largest Facebook launch in 2019, with more than $ 145 million, Media Matters estimates.

More than 1,000 advertisers such as Unilever, Starbucks, Adidas, and Verizon signed up for the #StopHateForProfit campaign and agreed to stop advertising through July ads through content moderation and heavy content policies.

Why do we care? 

The financial collapse of these big advertisers alone will not affect Facebook, which millions of small and medium-sized advertisers face as a result of COVID-19. That’s not even the point. “It’s more us, marketers and referees for our brand, who determine whether we should continue to fail on a platform that today goes against consumer confidence,” said Elijah Harris, senior vice president of paid social services at IPG, said. The company told Insider last month. Facebook has released an update on its trademark protection efforts. One step is to convene the Media Rating Council (MRC) to evaluate the content and policies of the partner for monetization and trademark verification, as well as the accuracy of the reports on Facebook.

Snap Mini is launched

 Snapchat has introduced the first set of applets on the platform. Lightweight HTML applications “are designed to increase user engagement by enabling them to perform a variety of additional tasks without leaving the Snap app,” reports TechCrunch.

The first apps are Headspace for mediation, Flashcards to study with friends, Prediction Master for messaging, and Let’s Do It, developed by Snap to enable users to make decisions with their friends.

Why do we care? 

The devices are available in the chat section of Snapchat and are part of a strategy to increase the engagement of the app’s 229 million daily users, affecting approximately 90% of 13- to 24-year-olds in the United States . . More engagement means a more attractive environment for brands. and advertisers. Last week, Snapchat launched brand pages that offer brands similar to other social networks.

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