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Social Media Digest n°33. Retour sur l'actualité des réseaux sociaux du mois précédent.

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Que s'est-il passé sur le web et les réseaux sociaux pendant le mois de Janvier ? Voici la réponse.

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Social Media Digest n°33. Retour sur l'actualité des réseaux sociaux du mois précédent.

  1. 1. SOCIAL MEDIA DIGEST ACTUALITÉS SOCIAL MEDIA DU MOIS PRÉCÉDENT FÉVRIER 2017
  2. 2. TWITTER Les vidéos de moins 6,5 secondes tourneront en boucle Avec la fermeture du réseau Vine, Twitter tente ainsi de donner une seconde vie aux courtes vidéos Vine mais pas seulement... La nouvelle mise à jour Twitter permet désormais de transformer automatiquement toutes les vidéos de moins de 6,5 secondes en boucle. SOURCE : https://techcrunch.com/2017/01/17/tvine/
  3. 3. TWITTER Disparition du « Buy Button » Twitter semble faire marche arrière en matière de e-commerce. Le bouton « Buy » Twitter va ainsi disparaitre dans les prochains jours, il semblerait que cette fonctionnalité n’ait pas rencontré un franc succès auprès des utilisateurs. SOURCE : https://techcrunch.com/2017/01/17/bye-buy-on-twitter/
  4. 4. TWITTER Disparition des campagnes de génération de « leads » Ce format publicitaire Twitter card ayant pour vocation de recueillir des adresses mails pour les annonceurs devrait disparaitre très prochainement. Ce changement devrait s’opérer à partir du 1er février 2017 et s’expliquerait par la volonté du réseau de développer son service de chatbot. SOURCE : http://www.marketingdive.com/news/twitter-to-kill-off-lead-generation-campaigns-early-next-year/432099/
  5. 5. INSTAGRAM Lancement des publicités entre les stories Avec 150 millions d’utilisateurs actifs journaliers pour la fonctionnalité stories d’Instagram, le réseau social vient d’annoncer le lancement d’un format publicitaire dédié. Ce nouveau format publicitaire apparaitra entre les différentes stories. 30 annonceurs testent actuellement ce nouveau format publicitaire vertical. SOURCE : http://www.adweek.com/digital/instagram-dropping-ads-its-stories-feature-now-150-million-daily-users-strong-175461/
  6. 6. FACEBOOK Instant Articles vs. Discover Snapchat A la manière du Discover Snapchat, Facebook va permettre à une sélection de publisher (BuzzFeed, El Pais, Fox News and The Washington Post, etc.) de proposer différents contenus Instant Articles au sein du même post. Avec cette nouvelle fonctionnalité, Facebook souhaite rester dans les bonnes grâces des publisher, asseoir son encrage média et diffuser du contenu officiel. SOURCE : http://www.adweek.com/digital/facebook-expands-instant-articles-help-users-discover-more-publishers-content-175482/
  7. 7. FACEBOOK MAJ de l’algorithme pour privilégier les vidéos longues Facebook met régulièrement à jour son algorithme dans le but d’afficher le meilleur contenu à ses utilisateurs. En analysant en détail le taux de complétion de visionnage d’une vidéo, Facebook décidera de faire remonter une vidéo dans le newsfeed ou non. Cette mise à jour a pour but de mettre en avant les vidéos intéressantes pour les internautes (selon Facebook) et de faire en sorte que des vidéos de meilleure qualité soient publiées sur la plateforme. SOURCE : https://newsroom.fb.com/news/2017/01/news-feed-fyi-updating-how-we-account-for-video-completion-rates/
  8. 8. FACEBOOK Déploiement des stories éphémères Après les stories Instagram, voici les stories Facebook. Cette fonctionnalité est en cours de test en Irlande avec un déploiement généralisé prévu d’ici quelques mois. SOURCE : http://www.businessinsider.fr/us/facebook-testing-snapchat-clone-called-facebook-stories-2017-1/?op=1
  9. 9. FACEBOOK De la publicité mid-roll dans les vidéos Lorsque l’on configure une publicité sur Facebook, nous avons le choix entre plusieurs placements : sur le fil d’actu desktop, mobile, sur la colonne de droite sur Instagram etc. Le partage des revenus entre la plateforme et les annonceurs serait du 45%-55%. L’objectif de Facebook est d’attirer les créateurs de contenu vidéo sur la plateforme avec la possibilité d’afficher une publicité sur une vidéo après 20 secondes de visionnage. SOURCE : http://www.recode.net/2017/1/9/14211466/facebook-video-advertising-midroll
  10. 10. FACEBOOK De la publicité dans Facebook Messenger Facebook Messenger s’ajoute à la liste des placements où un annonceur peut choisir de diffuser sa publicité. L’arrivée de nouveaux canaux de diffusion des publicités Facebook est justifiée par le fait que le newsfeed des utilisateurs est aujourd’hui saturé de contenu publicitaire. La fonctionnalité est en cours de test en Australie et en Thaïlande. SOURCE : http://www.recode.net/2017/1/9/14211466/facebook-video-advertising-midroll
  11. 11. INSTAGRAM/SNAPCHAT Instagram récupère les utilisateurs de Snapchat Depuis le lancement des Stories Instagram début Août, plusieurs études montrent la croissance du nombre de vues des Stories au détriment des Stories Snapchat. Cela se ressent également sur le nombre de téléchargements de l’application en baisse depuis le lancement. La raison du déclin : l’arrêt de la lecture automatique des Stories, la difficulté pour les influenceurs de toucher leur audience (qui était déjà constituée sur Instagram) et simplement le manque de valeur ajoutée de la plateforme pour les utilisateurs d’Instagram n’ayant pas de compte Snapchat. SOURCE : https://techcrunch.com/2017/01/30/attack-of-the-clone/
  12. 12. WWW.MEDIAVENTILO.COM

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