Facebook continues to try and dominate the world, launching job postings and online applications features and Facebook TV. Twitter makes changes with Periscope, and B2B marketers can reach IT pros with lead gen offerings. There’s that and more going on this week, and we’ve covered it for you here in the V3B Week in Review
Facebook knocks on LinkedIn’s door with job posting feature. What social network comes to mind when you’re looking for a job or posting a job—LinkedIn, of course! But not for long. With Facebook seemingly intent on taking over the world, the introduction of a new feature that will allow employers to post job listings directly on brand pages is a no-brainer. Even more of a no-brainer is a big fat “Apply Now” button that interested applicants can click to immediately apply.
How will it work? Applications are pre-populated with user info, which can be sent to prospective employers via Facebook Messenger. A slightly creepy, but brilliant move by Facebook, further increasing both the adoption of and utility of the Messenger app.
Initially posting jobs will be free for employers and there’s no limit to the posting quantity. My guess is that’s a move intended to gain adoption and that at some point there will be a charge for postings but we’ll see how that plays out. And of course, there’s going to be the option of boosting reach by way of boosting posts, which means more ad revenue for Facebook. If this catches on with users, it could spell bad news for rival LinkedIn. The new feature will initially start rolling out to users in the U.S. and Canada. To find out more, head over to this TechCrunch article written by @JoshConstine and shared by Neal Schaeffer.
#Facebook’s new job opening posts poach #Business from #LinkedIn https://t.co/he2IZMfMpO pic.twitter.com/KFwcvdXjhu
— Neal Schaffer (@NealSchaffer) February 15, 2017
Twitter adds Periscope’s live videos to its Top Trends. Last January, Twitter replaced “Moments” with “Explore” on its mobile app. If you are not familiar with the Explore tab on Twitter, that’s where you can find a live feed of the top trends spanning topics from entertainment to news and sports. The newly launched Explore section will also feature live video brought to Twitter users straight from Periscope.
This is just more proof that live-streaming video is fast becoming the most popular type of content on the interwebs. Only time will tell if the full functionality of Periscope will be fully merged into Twitter, but it only makes sense to do so. Why have two apps when the viewing experience of watching one of these videos in the top trend section is identical to watching it on Periscope including the ability to like, comment, and retweet the video? Find out more about this new feature by heading over to this piece written by Sarah Perez on TechCrunch.
Twitter adds Periscope’s live videos to its Top Trends: https://t.co/Vl7Q0B8PHO
— Sarah Perez (@sarahintampa) February 15, 2017
Facebook takes aim at Youtube with a new standalone TV app. Facebook has rolled out a bunch of new features this week aiming to improve the video viewing experience. Not surprising, since users are watching more videos and sharing more of them on their timelines. If you’re active on Facebook, you likely know what I’m talking about—videos rock. The new features rolled out by Facebook include:
Videos will now have sound turned on by default in the News Feed. In the past, videos played silently in the Newsfeed and you would have to tap on the video to hear the sound. Now with this new update, videos will be audible automatically as you scroll through your newsfeed. I don’t know about you, but I hate this feature!
Ability to minimize videos while you scroll through the News Feed. You can now drag and drop videos to any corner of the screen. This works especially well if you have an Android device. The video will also keep playing even when you exit the Facebook app.
Finally, the ability to watch videos on your television is on the way. Much like the YouTube functionality that we’ve become accustomed to, Facebook will soon roll out a standalone app that will allow users to watch videos shared on Facebook on your TV. Apple TV, Amazon’s Fire TV, or Samsung Smart TVs will be among the first platforms you’ll be able to watch any videos shared on Facebook.
It will be interesting to see how brands and marketers will leverage this new feature. Will people really want to watch Facebook videos on their TVs? I’ll bet so, but time will tell. Check out the link below shared by Martin Cook for more information.
#Facebook takes aim at Youtube with new standalone TV app https://t.co/U26qCEQ3Jf
— Martin Cook (@Martin_Cook_) February 15, 2017
B2B marketers have a growing opportunity to reach IT decision-makers. If you’re looking to reach more professionals and leaders in the IT industry with your lead gen campaigns, here’s some good news. Robert Alvin, CEO and Founder of NetLine Corporation, says the demand for IT-related content is high. According to Alvin, “The IT department is under pressure to support organizations from all sides—each requiring a unique set of skills, knowledge, and experience. Now more than ever IT professionals need to be more informed; there is a higher thirst and voracity for a variety of pertinent content.”
The 2017 State of IT: Content Consumption and Demand Report released by NetLine Corporation aims to empower IT marketers with powerful insights to help power robust lead generation campaigns. Topics covered include: Data Infrastructure and Data Tools, IT Infrastructure, Enterprise Applications, Security, and Storage.
To learn more about how this report can benefit lead generation efforts for your company, check out the article shared by Pam Didner.
50% of IT professionals consume #B2B content with increasing regularity, study suggests https://t.co/0srwidTCEH #marketing
— Pam Didner (@PamDidner) February 9, 2017
IPG Finds Skipping ‘Skippable Ads’ Has Become Ingrained Behavior. As many of us know, news and information in video form is frequently easier to grasp and absorb. It also tends to be much more entertaining over other forms of media. No wonder more businesses and brands are leveraging video-based ads on YouTube. But a big problem is lurking: People are skipping more ads than ever. I skip every single ad that comes my way the minute I can opt out—what about you?
According to results of a media trial released by IPG Mediabrands’ Magna and Media Lab units, the reason that consumers skip ads is because it’s an ingrained behavior. It sure is with me. Another bit of bad news is consumers in the test said they skip ads right away whether the ad is relevant to them or not— even if they’re thinking about buying the product from the advertiser.
Obviously, if skipping ads is an ingrained behavior, that’s a challenge to marketers. One suggestion offered up is using six-second non-skippable ads. Another, of course, is doing a better job of storytelling and creating engaging ads. MediaPost has more info on the study—worth your time if you want more deets. Find it here.
Photo Credit: Lady Masta Flickr via Compfight cc
Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years’ experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging develoment, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly’s coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”
