Facebook Poke and Disposable Content


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As part of a new disposable content trend, Facebook has created a mobile app called Poke, which allows users to send text, image or video messages that self destruct after a few seconds. These “pokes” can be sent to any of the user’s Facebook friends and can be seen for up to 10 seconds before disappearing.

Brands might consider using Facebook Poke for:
• One-time coupon giveaways
• Personal and private promotions
• Photo contest submissions

This POV introduces Facebook Poke and provides supplemental materials covering competitors, case studies and steps for brand implementation.

Published in: Technology
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Facebook Poke and Disposable Content

  1. 1. With new apps like Facebook Pokeand Snapchat, mobile users arereceiving content time bombs.Mobile users can send theirfriends photos or videos that selfdestruct a few seconds afterviewing them. This content cannever be accessed again.With the popularity of mobilephoto sharing, these apps allowmobile users to share content thatdisappears almost immediatelyafter sending it.
  2. 2. While Facebook Poke and Snapchat are very similar in design and functionality, Snapchathas grown in popularity since Facebook Poke’s launch. According to App Annie, FacebookPoke has steadily declined in its app ranking since its launch in December 2012:
  3. 3. Snapchat remains popular and has stayed in Apple’s list of top 20 free apps:
  4. 4. 1. Choose Recipient 2. Choose Message Format: 3. Determine Length Poke, Text, Video, or Picture Recipient Can View Message
  5. 5. 4. Users receive notifications 5. User must press and hold 6. Once time is up or the userthat they have a pending their notification to see the releases their finger, contentPoke content disappears
  6. 6. • Facebook Poke has limitations brands need to consider before implementing the app ina campaign: •Content can only last up to 10 seconds •User must press and hold notification to see content •Once the user stops holding the notification, the content is gone forever •Content can only be accessed on a mobile device • Users will not receive Poke notifications on web version of Facebook • Users cannot access Pokes on the mobile Facebook app; they must use the standalone Poke app
  7. 7. • 16 Handles, a frozen-yogurt brand, distributed coupons using Snapchat • Customers sent photos of themselves enjoying 16 Handles yogurt to brand’s Snapchat account • Customers then received a Snapchat message from the company that contained a discount •This discount had to be redeemed in front of the cashier due to Snapchat’s self-destruct functionAlthough there aren’t any metrics to calculate the success of this campaign, 16 Handlesreceived extensive press coverage because it was one of the first brands to leverageSnapchat for promotional purposes
  8. 8. • Ad agency Grey Israel created a 10-second videoto advertise a one-time sale for lingerie company,Delta. Grey Israel faced several challenges with thiscampaign: •Could not send video through Delta’s account because Poke messages can only be sent to existing Facebook friends • As a result, video had to be sent through model’s account, which limited the ad’s reach •Facebook Poke videos cannot be saved for multiple uses and can only be sent to 40 users at a time •Grey Israel had to re-shoot the video to reach additional people.
  9. 9. 1. Brands should consider marketing objectives before using Facebook Poke. Apps supporting disposable or impermanent content work well for one-time campaigns such as coupon giveaways. Facebook Poke is not suited for large scale distribution of content.2. Brands can personalize and privatize promotions. Since Facebook Poke content self destructs, users can’t share content with friends. This allows brands to send targeted coupons/promo codes without risk of those coupons being duplicated.3. Entertainment and corporate clients can integrate Facebook Poke into contests. Viewers can submit pictures of themselves watching a series or using a product as an entry into a contest. These entries would be quick to submit and easy to sort through.