9 KILLER STRATEGIC
Startups and big brands doing it right
by leveraging shared audiences.
WHAT: The popular action camera maker now allows
automatic live streaming via product integration with
Periscope (owned by Twitter).
WHY: From Twitch to Facebook to YouTube, live streaming is
the hyper-growth area for consumer digital media
WHO WINS: Neither company’s stock is performing well,
and both seem to be focused on product improvements and
experiments to help them stay atop current trends.
Periscope gets seamless access to a solid base of content
creators, and GoPro expands the capabilities of its product
re: audience engagement and development.
WATCH FOR: Those sports property partnerships GoPro has
could use this new channel is interesting ways if they
embrace live streaming wholeheartedly.
GoPro & Periscope
WHAT: Lyric annotations from Genius are now available
during streaming of certain playlists and songs on Spotify.
WHY: Everyone is betting on streaming to save the music
industry, but it’s an environment that’s still developing and
wide open for first-ever product integrations like this.
WHO WINS: This is Genius’ first significant music
partnership and the startup is still searching for a valid
revenue path, so this deal helps further that exploration.
With a fast-paced battle among a few players to win the
streaming wars, the introduction of annotated lyrics could
assist Spotify in gaining more paid subscribers.
WATCH FOR: My first test of the integration was pretty
disappointing. You’re not only tasked with reading lyrics in
real-time as the song plays, but also annotations and asides
that kind of break up the flow of the tune. Will this be a
problem for others?
Spotify & Genius
WHAT: The video chat app enlisted Sir Paul to lend his voice
to Valentine’s Day “mojis” – animated messages users can
send through the chat feature.
WHY: It’s easy to imagine that any new feature like this will
cause a spike in usage and/or engagement, particularly
when a big-name celebrity is involved.
WHO WINS: This isn’t the first content partnership Skype
has struck and I doubt it significantly moves the needle for
either side, but it is indicative of the trend towards finding
ways to place marketing content inside messaging apps.
WATCH FOR: Custom emojis, filters, and animations are
starting to catch fire for both brands and platforms – see
Snpachat’s recent purchase of Bitmoji.
Skype & Paul McCartney
WHAT: The media giant becomes the ad sales lead for all
content owned and created by the popular messaging
WHY: Snapchat boasts over 1.55 billion monthly users and
has quickly grown into the preferred media outlet for
millennials, and its ad inventory is starting to get gobbled
up by big brands.
WHO WINS: Snapchat is on the cusp of becoming a legit ad
platform, but big brands are still weary of the new types of
engagement ephemeral media offers. Viacom is trying to
shed its old-school-TV roots and should be able to pump up
its revenues while offering legitimacy to Snapchat’s ad sales.
WATCH FOR: How successful will Viacom be when bundling
TV buys with Snapchat ad space?
Viacom & Snapchat
WHAT: Facebook is going HARD on growing its already-
impressive Messenger user base and part of that includes
enticing users with partnerships like this, in which they can
search and share songs hosted on Spotify right from the
WHY: 800+ million Messenger users, that’s why.
WHO WINS: Facebook knows the potential of serving brand
ads into the messaging environment, and the Spotify
integration gives users more of a reason to stick around. For
Spotify, it means more/easier viral sharing, which equates to
more awareness. Don’t forget Spotify gained its initial users
through a Facebook integration.
WATCH FOR: A deep, contextually relevant advertising
partnership between the two platforms could be very
Facebook & Spotify
WHAT: Through a partnership with GIF search engines Giphy
and Riffsy, users can now search GIF libraries within Twitter’s
app and attach to tweets.
WHY: Twitter is searching for anything to help stall its falling
growth and engagement numbers, and GIFs are extremely
popular digital content, especially for younger age demos.
WHO WINS: Giphy and Riffsy score big with a gigantic social
media partner who happens to have deep pockets. From
the product side, easier access to GIFs is certainly a bonus
for Twitter users, but will it impact engagement?
WATCH FOR: As more and more digital services fail to
establish baked-in revenue streams (Genius, Giphy, etc.),
product integration partnerships like this become even more
Twitter & Riffsy/Giphy
WHAT: “Music’s Biggest Night” brought in GoPro to bring
the live event’s action even closer to at-home fans by
placing cameras inside each trophy handed out on stage.
WHY: For The Grammys, the goal was to bridge the gap
between the live experience and those sitting at home,
while GoPro was set to increase international exposure on a
WHO WON: We can probably file this one under “good
idea, bad execution.” Most presenters and winners simply
didn’t know how to handle the trophy with a camera in it, so
we saw a whole bunch of fingers and ceiling shots.
WATCH FOR: GoPro continues to explore new ways to add
value to live events, but the brand needs to rethink its non-
GoPro & Grammys
WHAT: The video hosting site adds to its creator tools with
Wipster, a video editing review and approval service.
WHY: Both services make products for video creators and
both aim to make the entire process – from production to
publishing – as smooth as possible.
WHO WINS: Vimeo continues its differentiation path from
YouTube, but the real boon here is for Wipster, which gains
access to well over 100 million video uploaders.
WATCH FOR: If you make something valuable enough,
positioning your service into a tailored marketplace like this
can be very beneficial, but it all comes down to what
resources you need to assign to the partnership and the
Vimeo & Wipster
WHAT: KLM is partnering with Facebook Messenger to offer
flight updates and customer service through the app.
WHY: Facebook gets to solidify the Messenger app as a true
platform and KLM is simply going where its customers
already spend their time.
WHO WINS: The more activity on Messenger, both
consumer and business based, the more value it has for
Facebook in several ways. For KLM, it’s able to remove
friction from customer support transactions.
WATCH FOR: Again, is Facebook building the next big
advertising platform with Messenger? If so, the more
consumer purchase behavior it can track, the richer its
offering will be to brands.
Facebook & KLM
Head of Growth, Audiokite Research