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May 3, 2019

 Facebook’s Fate at F8

Among the numerous reveals at Facebook’s annual F8 conference, undoubtedly the most important is Facebook Date’s new “Secret Crush.”

Psych! We honestly have no idea who’s going to use that. But what does matter (really) is the hyper focus on private messaging we keep hearing about. Newly introduced Messenger lead generation templates and appointment-booking bots — plus business catalogs on WhatsApp — are meant to increase messaging platforms' appeal for brands. Many of the F8 unveilings are functional and aesthetic (and romantic?) in nature. But the overall takeaway of the conference? The Book is practicing what it’s preaching and making moves so messaging is king for users and brands alike.  

 I See It, I Like It, I Click It, I Buy It

It’s impossible to escape ads for all the things you want (but probably can’t have) on Insta and Facebook. And now, Snapchat has joined the fray, thanks to a new integration with Shopify where brands can feature Story Ads within the platform. There’s no question social media and shopping are practically synonymous at this point (Think: shoppable posts on Instagram and dynamic ads on Facebook) and for brands, this intertwined world of e-commerce and social provide boundless —and unignorable — opportunities to connect with customers.

 And How Does That Make You Feel? 

Reading is often therapeutic and provides cathartic release, relaxation, or the realization that life could be way worse. As it turns out, The New York Times website is somewhat of a therapist itself. Last year, The Times launched a tool that predicts the way an article makes readers feel. Now, it’s using that “feels score” to pair advertisers with stories that evoke certain emotions. The next step? Taking those predictions and trying to determine potential motivations behind reading an article. Newspapers across the country have suffered from a lack of ad revenue as readers move away from print, so kudos to NYT for getting brands’ attention with this latest tech.

Chase’s Terrible, Horrible, No Good, Very Bad Tweet

Oh, Chase. SMH. On Monday, the country’s largest bank tried (and failed … miserably) to capitalize on a popular meme in a since-deleted tweet. What was meant to be #MondayMotivation was actually an offensive example of cultural ignorance. Unfortunately for Chase, numerous publications and internet users, including Senator Elizabeth Warren, called out the financial institution — specifically reminding it of its own financial shortcomings. (Does a taxpayer bailout ring a bell?)

Here’s the thing: Although likely written with good intentions, whoever wrote this tweet was probably (a millennial) trying to connect with a millennial audience through some meme-able content. And who can blame them? Other brands find success doing just that. The problem with the post was its display of complete disconnect with its own history, its wider story, and its audience. If your brand is thinking about a social zinger, consider first if it fits your story. What may elicit laughs from one audience won’t from another. There is a time and place for brands to get sassy with their followers — and Chase, this wasn’t it.
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Tier One Partners is a national, full-service PR, social media, and content agency that helps challenger brands redefine the meaning of value in their industries through innovation and inventiveness. Specializing in consumer, technology, digital health, financial services, and clean energy, Tier One delivers measurable programs that help companies demonstrate market leadership and meet key business objectives through a unique approach powered by senior talent. For more information, visit www.tieronepr.com.



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