Stay Social: The Latest and Greatest in Social Media this April

It’s April! So, without further ado, here are the latest news stories on social media marketing from the last month!

Facebook privacy troubles bring big changes

The last month has been tough-going for Facebook. Between the Cambridge Analytica scandal (you can read our summary of it here) and the subsequent Congressional Hearing, the pressure has been on the social platform to improve and clarify its privacy policies.

The Congressional Hearing did result in an abundance of memes and an apology from Mark Zuckerberg as well as a commitment to working with policy-makers on regulation. A slew of changes to the platform have since been announced.


What’s your favourite meme to result from the Congressional Hearing?

The biggest of these changes include sweeping reforms to the platform’s API. Previously, other apps had access to a whole heap of information from Events, Groups, and Pages on Facebook. Now, they will no longer be able to gather data on what people post in Events or on Pages, and they can no longer gain access to any data and information from Groups without Facebook’s direct approval. They can also no longer access the member lists from Events and Groups, which means they’ll only see data from the people who have explicitly agreed to share it.

Beyond the API changes, Facebook is also implementing controls within its own App that will allow users to see how their information is shared and with who. If they aren’t happy with what they see, the users can now also change their privacy settings (or delete their data altogether) from a much easier to find and use interface.

A comparison of the old settings menu (left) and the new settings menu (right). Image source: TechCrunch

Meanwhile, on the platform’s sister site, the Instagram API for follower lists, relationships and public comments for apps has been disabled, which means outside Apps will be unable to track that data through the image-sharing platform.

With all of these changes, it’s clear that Facebook isn’t just taking PR-friendly half-measures in response to the scandal. The company seems earnest in its goal to make the platform a more secure place for its users’ information.

Snapchat takes on Group Chat

Snapchat recently introduced Group Video Chat to its platform. Users can now chat with up to 16 friends at the same time, all while still using Lenses to give themselves dog ears.

While not monetisable by advertisers, this feature aims to keep users returning to the platform after Facebook’s Instagram and Messenger Apps proved to be stiff competition.  The addition will hopefully prove to be a strong addition to the App’s features, making sure that users and brands can continue using the platform well into the future.


What do you think about Snapchat’s new Group Video Feature? Image source: Fortune

YouTube wants you to reach your audience

In a smaller, but still important update, YouTube is updating how advertisers can share their content on the video platform.

With its new TrueView for Reach, brands can promote 6-30 second skippable videos on the platform, all while these are targeted to reach as many unique users on the platform as possible. All this to help brands reach as many people in their target audience as possible.


Youtube’s newest TrueView feature explained. 

And that’s it for April. Here’s hoping May brings with it much more social media goodness to report on.

Facebook – What the Cambridge Analytica Scandal Means for Your Brand

It’s fair to say that Facebook has had a tough couple of weeks.

With the recent Cambridge Analytica scandal revealing that over 70 million Facebook users had their personal data used by a third-party in trying to build support for both Trump’s presidential candidacy and the Brexit Leave movement, the company’s top brass find themselves in hot water.

A User-Perspective

Understandably users have reacted negatively to the news about their data being breached, with the #DeleteFacebook hashtag trending across Twitter. Advertisers have been turning to the social media giant to clear up how it intends to change and improve the ways it protects user’s data.

A Forum for Transparency

Between a recent apology from Mark Zuckerberg promising to do better and to work to build regulation for his social media platform, it does seem like Facebook is taking the right steps in improving the security of its users’ private information.

Beginning this week, Facebook will send the 87 million users who might have had their data shared with Cambridge Analytica a detailed message on their news feeds about the breach. This is a step in the direction towards improving transparency, with Facebook users calling for more detailed information about how the platform uses their personal information.

On the other hands, it doesn’t hurt for brands to be vigilant and pay greater attention to any risk of data breaches. Increased accountability for both brands and Facebook can only lead to a better peace of mind for users.

The stage has been set for brands and businesses to have a more open and transparent discussion with Facebook about how the social media giant uses and shares audience data, as addressed in a statement from Facebook Australia’s managing director Will Easton:

‘’Advertisers look to Facebook to help grow their businesses. They know how important it is for people to trust their information with Facebook. Most of the businesses we’ve spoken with are pleased with the steps we’ve outlined to better protect people’s data, and they have confidence that we’ll respond to these challenges and become a better partner and company as a result.”

While it’s unfortunate the conversations of transparency and the use of audience data have to come off the back of a data breach, it’s important that these conversations are thoroughly explored and continued to ensure both users and advertisers feel safe using the platform.

Read next: Should Facebook’s Advertising Policies be Regulated?

Stay Social: The Latest and Greatest in Social Media this March

It’s March, and that means that someone in your office has already panicked and shouted that “this year is going by so fast!”

But let’s leave existential crises behind – here are the latest news stories on social media marketing from the last month!

Facebook’s all about the chat.

Facebook has announced that it is rolling out a few updates to its Messenger service for businesses, in particular when it comes to customer service.

These include easier to understand bot capability, automatic generation of a user contact information form when you request it, new metrics in the API (such as messaging conversations opened and first-time Messenger conversations), and message tags to make it easier to answer questions and provide updates.

After that veritable mouthful of new features, one thing is for sure: customer service and community management on Facebook have never been easier.

But that’s not all. If a recent Axios report is to be believed, then Facebook is preparing to enter the news industry. By later this year, ten digital-first partners will be working with the platform to produce regular news videos for its Watch tab.

For brands, this hopefully means a bit less fake news on the platform, and a bit more brand-safe content on which to promote their services or products.


Facebook’s latest Messenger update will make it easier for brands to speak with and help their customers. Source: messenger.fb.com

Instagram’s on call.

Facebook’s sister in all things social seems to be taking a leaf out of her older sibling’s book. A Tech Crunch dive into some code on the App’s backend revealed that the platform seems to be gearing up to launch an audio and video calling feature.

While this has no direct benefits to advertisers as of yet, the feature could very well keep more users on site for longer, meaning more time spent on monetisable content, as well as on calls.

Snapchat focusses on community.

After its controversial mega-update at the start of the year, it seems like Snapchat was trying to keep mostly on the DL for March. Especially after their stock price took a tumble following a Kylie Jenner Tweet.

But, a couple new features have been added in, both to the delight of users and brands.

The App will start to feature community-built AR lenses later this month, which is great news for content creators on the platform. Brands can start thinking about how to use these filters to enhance their user-generated-content strategy and build engagement-focused competitions around the filters.


A sample of some of the most creative lenses created by the Snapchat community! Source: Mashable vs Snap Inc.

YouTube’s just living its Live.

2018 is the year of live video, and YouTube has just made live broadcasts all the easier.

The platform has introduced a few new features to its Live offering, most notable of which are auto-captioning for broadcasts spoken in English, as well as a Chat Replay feature, so you can see what was said in chat, even if you’re watching well after the event. You can now also tag your location when live-streaming.

While none of these updates are game-changing, they do make it easier for brands and creators to create more accessible and re-watchable live content.

YouTube is also doing what it can to fight the fake news epidemic, announcing a new partnership with Wikipedia. Very soon, when a user is watching a conspiracy video, information cues from the online encyclopedia will appear to counter the ideas being presented.

Hopefully, this will mean a safer space for brands, and way fewer people who believe the Earth is flat.

And that’s all for March! Come back next month for your regular dose of Stay Social.

Stay Social: The Latest and Greatest in Social Media in January

January is here, and we can only hope your New Year’s resolutions are lasting longer than ours. Thankfully, we’re still here and committed to providing you with your monthly roundup of all the top stories in social media marketing!

Facebook is about friends, family, and paid branded content.

If there’s one thing you can say about Facebook, it’s that the platform has never really stopped developing since its launch, and it looks like that trend is going to continue into 2018.

The megacorporation recently announced that some big changes are coming to our newsfeeds: we’re going to start seeing a lot more of our friends’ posts and far fewer of the organic posts released by brand pages.

What do you think of Facebook’s algorithmic changes?

That being said, no changes appear to be planned or announced when it comes to paid and sponsored content. However  organic reach has been on the steady decline, and it remains to be seen how paid content will stack up against the algorithm change – watch this space!

Instagram adds Recommendations, and you can go Live with a friend!

Since the start of the year, you may have noticed that your feed isn’t just showing up the people and hashtags you follow, it’s giving you a list of recommended posts and users.

This undoubtedly comes as a move to enable brands and influencers to find audiences relevant for them more quickly, and while that’s great for them, some users may find the inability to disable this feature a bit of a turnoff.

Hot on the heels of that news, there’s also the fact that people and brands going Live on Instagram can now add a guest to a livestream. There can only be one on-camera guest at a time, however the people in the network of both hosts will receive a notification of their friends’ Live status, leading to the potential for greater reach and engagement.

The more the merrier! Instagram has just enabled users to add guests to their Live stream. Souce:Lifehacker

We can’t wait to see how this will change the way influencers act with their audiences and how marketers capitalise on the immediacy of Live content.

Snapchat really likes ads.

Snapchat has kicked off 2018 with a controversial redesign in the way users access Stories. Now, rather than having a separate page for direct Snaps and another for Stories, they both share the same space.

The change was implemented as a way to incorporate the ad-inclusive Stories within the previously ad-free domain of Snaps. While this is great for brands and Snapchat’s bottom line, users aren’t too happy and have been airing how they felt across social media.

Only time will tell if the change sticks, but Snapchat are continuing to roll out updates to increase the ad-revenue they receive from their platform, including rumours of non-skip three second ads and better integration of external links.  

There have also been murmurs of a Stories everywhere rollout. This would allow external third parties to share Snapchat content, much in the same way that Tweets can be embedded in article pages. The idea being that the broader the reach, the better the result for Snapchat.

Whatever the case, the social media marketing wheel just keeps on rolling, and we’ll always be here to keep you on track.

Read next: How to find an authentic influencer for your brand.

Unmissable Predictions for Social Media and Content Marketing in 2018

The world of social media marketing moves at a pace with more twists and turns than new Game of Thrones theories (and seriously, there are a lot of those).

With that in mind, 2018 is set to be a dynamic year in the world of social media. Here are our top predictions for social media in 2018.

We’ll do it Live.

Live streaming has been around for a while. Platforms for gamers, like Twitch, have been part of “live” culture for years now, but that was always something you needed a lot of equipment and a lot of bandwidth to achieve. It was popular, but it certainly wasn’t mainstream.

But with the dawn of 5G on the imminent horizon and smartphones with more processing power than a Boeing 747, Live is about to hit the big time.

All of the major platforms have backed live streams in some way, and Instagram is doubling down on the product by consistently expanding its features, allowing people to add guests to live stream. With 80% of audiences reporting they would rather watch a live stream than read a branded blog, and it’s safe to say that the Live environment is about to go mainstream.

Live Instagram content makes it easier for brands to be in the moment that their audiences are looking for information and entertainment. Source: Instagram

Facebook gets a new algorithm.

2017 was a rough year for Facebook who came under pressure for allowing fake news and hate groups to surface. In 2018 they have publically committed to improving the situation by changing the algorithm to prioritise posts from family and friends. 

It’s yet to be seen how this will impact publishers and brands on Facebook, but we can presume it will be harder for these parties to cut through and reach their intended audiences. It will also be interesting to see if the effect of channelling more paid spend into Facebook marketing stacks up against the new algorithm.

Marketers will need to be strategic with their Facebook content, developing new ways to create engaging content that encourages audiences to join the conversation.


Facebook has new rules for marketers and publishers in 2018.

It’s finally time to Augment your Reality.

We’ve been saying this since last year, but seriously guys, Augmented Reality is about to kick off.

Both Facebook and Snapchat have developed their own AR software with World Effects and 3D World Lenses, and they’re both likely to continue developing that product offering as the year goes by.

The big question is, how can smaller players use Augmented Reality in their marketing? Or is this strictly a space for bigger brands with bigger budgets?


How will you use Augmented Reality this year to increase engagement with your audience?

All hail the Gram.

800 million active users, 25 million business users and 40 billion photos shared to date – Instagram has changed the way we share and consume content.

With constant updates and the introduction of Live, Stories, Highlights and Insights, the photo-sharing app is showing no signs of slowing down in 2018 and will become the essential platform for businesses who want to reach an engaged audience, through both their business profile and influencer pages.

2018 is shaping up to be a big one so stay tuned for our monthly social media updates to keep up with the latest industry trends!

Stay Social: December Social Media Updates You Can’t Miss

It’s December, the holidays are almost here, and we’re all gearing up for New Year, new me. But, before you start planning your resolutions, it’s time for your monthly roundup of all the top stories in social media marketing!

Facebook won’t do it Live.

You may have noticed something missing from your Facebook homepage over the last week. Can you guess what it is?

The Live Ticker is gone from the right side of the page, which means you’ll no longer be able to see what your friends are liking, sharing and doing in real time.

What this means is that Facebook is starting to shift more towards Stories as well as newsfeed content. 

For brands, this makes it all the more vital to not only pay for a presence on the Newsfeed, but also to create content that engages and cuts through the noise.

In addition, Facebook is rolling out augmented reality in Messenger with World Effects. You can now add arrows, word bubbles or even stickers and emojis to the photos you take in the messaging app.

Augment your reality with 3D shapes in Facebook World Effects! Source: Facebook

With sponsored AR filters now available on Snapchat, the Messenger version is definitely a space that brands should be keeping an eye on in the near future.

Snapchat AR is brought to you by…

This year, Snapchat has been on a mission to make its platform friendlier to advertisers, and they’ve just introduced two new features that do this in a big way.

Sponsored Stories can now feature on the Discover page, alongside all the regular organic content that appears there. Brands can use the feature to curate 3 to 10 photos or videos to tell their story, and can even add a CTA to swipe to a purchase page or website.

The platform now also allows brands to create and promote AR filters with “World Lens”. BMW recently trialled the feature when promoting their X2 model, which users could drop into any environment their camera was focussing on.


User’s Snapchat’s new “World Lens” feature with the BMW X2 model.

On top of those, with image recognition coming to recommend certain filters for certain types of photos, there could also come a day where that feature is used to promote branded filters, AR or even Stories.

Instagram is getting new Highlights.

It’s not just on Facebook that Stories are a big deal. Instagram has added Story Highlights to every user’s page, a new feature with which Instagrammers can group their favourite Stories and share them on their profile pages.

Not only is this a great way for users to highlight their interests, it’s also a powerful tool for brands wanting to show off more of their personality. Every brand has a Story to tell, and Highlights adds another dimension in being able to do just that.


A new way to express yourself- Instagram Highlights allows you to make highlights out of any Instagram story you’ve shared in the past. Source: Instagram

Throw in the official launch of hashtag following and the testing of an official regram button, and it’s clear the platform is still developing in new and exciting ways for all of its users.

And that about does it for December!

Read next: Best Practices to Increase Your Social Media Conversions

Stay Social: November Social Media Updates

It’s November! Summer is just around the corner and it’s time to start thinking about your Christmas shopping (eeeep!). It also means that it’s time for your monthly roundup of all the top stories in social media marketing.

Facebook Stories. Facebook Stories Everywhere.

After stories took over Snapchat and Instagram, they arrived at Facebook. However, Facebook’s feature is being expanded in a way that’s far bigger than Instagram or Snapchat.

Facebook is adding Stories to both group and event pages. This new feature will allow users to share their stories privately, either within groups that they belong to or on the pages of events they are attending.

This is a huge opportunity for marketers to utilise user-generated-content and build their communities. Imagine creating brand event pages and asking users to upload their stories for the chance to win a prize, or simply to be featured on the event page?

Today, we’re excited to introduce the new Facebook camera. We think it’ll give everyone more ways to express themselves and share what they’re up to. So from now on, you can just let your camera do the talking.

Posted by Facebook on Monday, 27 March 2017

#Following on #Instagram

It’s fair to say many Instagram communities have been formed around hashtags- think #fitspiration, #fanart or even branded tags like #shareacoke.

Now, Instagram is introducing a feature that will allow users to follow their favourite hashtags. This means marketers have the opportunity to create campaigns and communities around specific hashtags, and measure success based on the number of followers and engagement with a specific hashtag.

The same hashtag problem persists even with the new feature – popular hashtags will have the most followers, but also the most users, meaning content could be drowned out. On the other hand, less popular hashtags will have fewer followers – a great opportunity for smaller brands and businesses to make themselves known.

Instagram’s latest feature provides marketers with a new way to measure sentiment. Think outside the box when it comes to measuring success- who is using your hashtag? How are they using your hashtag? These kinds of insights are essential for understanding how people feel about your brand or campaign.

More Room to Play on Twitter

Tweeters rejoice! 280-character posts on Twitter have now been rolled out for all users across the social media platform.

We’ve loved seeing how brands and users celebrated the new character limit, one of our favourite examples being Melville Books, who used all 280 characters to remind their followers exactly what it is they sell.

We can’t wait to see how brands and marketers will be using those additional 160 characters.

 

Snapchat Gets a New Look

It’s been a tough year for Snapchat. Since going public, the company has started to see a downward trend in its stock price, and that has prompted big changes to the mobile app.

These changes include a re-design of the app in order to make it more appealing to broader audiences. Their goal is to simplify the app after some feedback suggested the app isn’t all that user-friendly.

Snapchat will also be introducing an algorithmic feed. The algorithm will prioritise stories on user’s feeds, meaning friends and influencers they engage with the most will be shown at the top, rather than just showing all stories in reverse-chronological order.

Not only does this change force marketers to rethink how their content engages the audience, it also shifts how we rank and choose Snapchat influencers. Audience engagement will trump audience size as a metric of influencer success.

Do you find Snapchat’s current interface hard to use? Source: sketchappsources.com

And that’s it for November! Big changes are coming, so start thinking about how they can form part of your social media strategy next year.

Read next: Best Practices to Increase Your Social Media Conversions 

A Brave New World: How Facial Recognition Could Shape the Future of Marketing

The world of social media marketing is marked by anticipation of the “next big thing.” If the moves by Apple and Facebook this year have been anything to go by, facial recognition technology is a certain game changer.

We deep dive into the world of facial recognition and explore how some brands are already integrating this technology into their marketing.

Big-time Backers Set the Stage

Facial recognition hit the mainstream when Apple unveiled their iPhone X. The inclusion of 3D mapping (rather than the more basic 2D imaging) means this form of facial recognition will be more secure than previous editions. Users can use facial recognition to log in to their phones as well as using it for Apple Pay.

Facebook also jumped into the world of facial recognition this year. They’ve begun testing facial recognition as a way of allowing users to verify their identity when reclaiming their account after a lost password.

Meanwhile in China, the tech has really taken off with services like Face++ and Baidu. The Face++ technology is being used to transfer money, with just the users’ face as login credentials.

Baidu’s service lets users pick up train tickets from facial recognition machines, and they’re working on adding access to attractions and events.

Baby Steps: The Brands Using the Technology

While facial recognition technology is still in its infancy, a handful of brands are already experimenting with different ways to use the technology. It’s consistently proved to be effective at creating a more engaging experience for users.

South African coffee brand Douwe Egberts placed a dispensing machine at O.R. Tambo International Airport. The machine used facial scanning technology to detect people who yawned as they passed by. As they yawned, it dispensed a free cup of coffee. Watch below as word spread around the airport and travellers began queueing to use the machine.

Streets used facial recognition to promote the launch of the Magnum Infinity. Billboards across Australia were set up with an inbuilt camera to detect when users were smiling, before placing a virtual ice-cream in front of them. Users could pretend to bite down on the ice-cream while a photo of them chomping down was uploaded to the Streets Magnum Facebook page.

In Seoul, the International Finance Centre shopping mall set up LCD-screen kiosks with cameras and motion detectors. These kiosks used facial recognition to detect the gender and age of users. Users were then served with different ads for shops and restaurants based on their demographics. As the technology improves, we can only presume this kind of precise targeting will only become more widespread and commonplace.

Growing Pains: The Ethics of Facial Recognition

While facial recognition will allow marketers to provide a more tailored, customised experience for their audiences, facial recognition also raises many technical and ethical questions.

Many testers have already managed to dupe and break into facial recognition systems using photos, cheap glasses, and even special makeup.  

Privacy also becomes a major concern. If facial recognition apps can be embedded in any camera or recording devices, brands may eventually reach a stage where they’re able to perpetually track the movements and actions of their audience.

This lack of privacy could feel very much like a Big Brother situation. As technology advances faster than legislation, it remains to be seen what the social impact of facial recognition technology could be.

The Future is Bright

While it’s important to keep these issues in mind, the future is certainly bright for facial recognition. Soon, brands could be using the technology as the “cookie” of the future.

It could become to the most accurate way to target phone users and mall shoppers. After all, it’s much harder to change your face than it is to delete your browser history.

Different ads could be served based on a person’s moods, their recent foot traffic and any number of data-driven metrics.

Beyond the face, iris-scanning could become more commonplace, meaning the only log-in you’ll ever need is a scan of your eye.

In short, wherever the technology goes, it’s certainly one to keep an eye on.

Read next: A Robots the New Face of Customer Service

Stay Social: October Social Media Updates

It’s time for our monthly roundup of all the top stories in social media marketing! Read on to find out about the latest trends and updates that are changing the social media sphere.

Facebook on Fake News

Amid a string of controversies surrounding potential fake news shared on its platform, Facebook has started to take action. The social media giant has started testing a new ‘context’ button that will appear next to links to articles.

This information button will provide further details on both the publisher of the article and the topic at hand. In doing so, they hope to provide users with the tools by which they can determine the veracity of the information they’re seeing.

From a branding perspective, this can help brands avoid sharing fake information, as well as holding them accountable to a higher standard within their own branded content and articles.

Instagram Lets You Vote and Shop

Instagram Stories are about to get a lot more interactive.

Instagram now allows you to include a two-question poll in any Story, which is a game changer for increasing your audience engagement and sentiment reporting.

Not only will brands be able to interact with customers, their customer’s votes and preference can be used a key insights and may even become essential to monthly reports.

We can’t wait to see what everyone comes up with.

Are you a fan of Instagram’s latest polling feature? Yes, or no? Source: Mashable

But after all that engaging, it’s time to shop – and with Instagram’s new Shopify integration, it’s all the easier to do just that.

With the new feature, partnered sellers can tag their posts with products, allowing users to discover more about them and potentially purchase them. All without leaving the comfort of the app.

Twitter Builds Some Character

In one of the biggest shakeups to hit the social media space in recent years, Twitter has doubled its character limit from 140 to 280.

While this may seem like a small detail, Twitter has stuck to its 140-character limit since its launch. However, this limit was originally just based on an SMS character limit, and with more links, media and discussion being shared on the platform, the expansion makes total sense.

While we’ll miss the days of trying to cram complex ideas into abbreviations and emojis, we’re excited to see how brands can stretch using all that extra space and whether they’ll use it to add more info or ask their audience questions and opinions.

What are you going to say with 140 extra characters?

YouTube Prefers its Partners

Moving forward, unless you’re a certified YouTube partner, your channel will no longer be able to link to external websites in video cards (links that pop up mid-stream).

While this is unlikely to affect bigger brands or creators, this could have a big impact on small businesses and smaller agencies. While the links can still be included in the video description, that’s far less impactful than a call to action in the middle of a video.


Moving forward, unless you’re a certified YouTube partner, your channel will no longer be able to link to external websites in video cards (links that pop up mid-stream).

Read next: 3 Fast Rules for Marketing on Instagram.

Here’s 5 Reasons Why You Should Be Using 360 Video

As consumers’ appetite for a more immersive and personalised content experience grows, so does the need for 360 video. We’re taking cues from some of the brands that did it best. Here are 5 creative ways that you can use 360 videos in your marketing.

A Rewarding Experience  

Good storytelling is all about creating engagement and an immersive experience. 360 video gives marketers the necessary tools to create a sense of immediacy, emote their storytelling and therefore, develop deeper connections with their audience.

A recent study conducted by Google revealed that 360 videos often see lower completion rates, likely as a result of the higher level of user engagement required for viewing. However, this level of engagement is also what drives higher click-rates, shares and subscriptions than standard videos. 260 videos also achieved 47% higher view rates, meaning a lower cost-per-view for the advertiser.

1. Give them an experience

360 video gives audiences the opportunity to turn their dreams into a [virtual] reality and immerse themselves in the action. Take, for example, Samsung’s 360° Snowboard & Freeski Experience. Viewers were given the opportunity to glide down the slopes with Olympic snowboarders like Gian Simmen. Rather than being constricted to only one perspective, viewers had the opportunity to experience multitudes of scenes.

Therefore 360 video is key for giving your audience the ability to create and control their own experience.

2. Develop Empathy

We believe there is no better way to develop empathy than to walk in someone else’s shoes. Therefore, 360 video is a key tool for charities and not-for-profits to educate their audiences and improve their understanding of the cause.

This incredible 360 video from the National Autism Society put the viewer in the shoes of someone diagnosed with autism. It allows the audience to experience what it feels like to be overwhelmed by light and sound.

3. Exclusive Access

Take your audience behind the scenes with 360 video and grant them exclusive access to reveals and events. Show them how your product is made, take them on a journey through your office or use 360 video to give them an all-access pass to an exclusive launch.

We love Jason Wu’s all-access pass to his Fall 2016 show at New York Fashion Week.

4. FOMO

If there’s one thing social media is great for, it’s driving a fear of missing out. The immediacy of 360 video allows marketers create FOMO and use it as a key tool to pique their audience’s interest.

One of our favourite examples comes from Tomorrowland, one of Europe’s premiere EDM festivals. The festival organisers released a 360 video showing off their 2014 show, it’s no wonder it captured the attention of over nine million viewers.

5. Capture imagination

Capturing the imagination of your audience is easier if your content wows and awes them. Think about how different angles, shots and editing techniques can be used to enhance the immediacy and emotive capabilities of 360 video to create aspirational content.

In essence, 360 video challenges us to rethink our perspectives, blurring the distinction between the possible and impossible. The emotive abilities of 360 video and its ability to offer a new way of seeing are what makes it such a key tool to brand storytelling. The tourism industry does it best. This example from Expedia opens up a new world of possibility to the audience and captures their imagination with sweeping vistas and bright colours.

Read next: Cause Marketing- Why Brands Need to Take a Social Stance.

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