Instagram has announced that it is increasing the time limit for live streaming from 1 hour to 4 hours. Users can now retain their audience for a long time even after the live stream gets over.
After the conclusion of a live stream, Instagram will recommend more live streams from other users for the viewers to watch.
There is a new section called ‘Live Now’ on IGTV (Instagram television); that enables users to discover live streams more easily.. Previously, only Instagram Stories and feed posts could be saved to a private archive; while the users could save their streams only if they were instantly published to IGTV. Instagram now also enables users to archive their streams for up to 30 days. This archive feature will replicate that function of archiving which is undertaken for the Stories and the feed posts. The fan badges previously introduced by Instagram also come into play here. Users can monetize their live streams through the use of fan badges. Viewers can choose among three badges. Once a user buys a badge, it will be displayed in front of the user’s name and their corresponding comments will be prioritized and positioned higher than those of other users.
LinkedIn is introducing new discovery features for virtual events on its platform. These features enable visitors to find the virtual events easily; thereby increasing attendance to the events. The event organizers can also gain leads from the event sign-ups. Brands and businesses can now obtain lead generation data from LinkedIn through these virtual events.
These features include: a new weekly events digest email newsletter and personalized event recommendations in the ‘My Network’ tab. LinkedIn also sends notifications to followers of a brand/business immediately whenever the brand/business posts an event on its page. LinkedIn determines which followers it needs to notify based on their interests as well as on the likelihood of their attending the event(s) mentioned. Also, the brands and businesses can make use of a free registration form for events to collect data such as the names and emails of the people who have signed up; thereby generating leads. The brands and businesses can also retarget the registrants of any of their previous events. These registration forms are optional; meaning that unregistered attendees can enter and leave the event as and when they want to; unlike the registered attendees, who need to stay the course until the event has ended. Event organisers cannot collect the data of unregistered attendees.
FaceBook has announced that it is introducing new features on WhatsApp which enable brands and businesses to sell faster online. These new features are related to shopping and payment; and they focus on three aspects: shopping, FaceBook hosting services, and business sales.
- Shopping: The purpose of developing the features on WhatsApp is that both consumers and the brand/business can benefit from having a customized online shopping platform along with all the suitable payment options. FaceBook is extending all the ways in which customers can purchase products directly from WhatsApp Chat. It is also concentrating on combining WhatsApp with the existing eCommerce applications which the brands and businesses have been using previously.
- FaceBook hosting services: FaceBook has stated that it is releasing new mechanisms to enable SMBs (small and medium sized businesses) to oversee their chat and sales presence. Brands and businesses can use these mechanisms which have also been proclaimed to ease the process of conducting transactions while the employees are working from home.
- Business Sales: FaceBook has announced that services such as chat, messaging and video calling will be offered free of charge while other services will be charged a certain amount.
A consumer opens WhatsApp to connect with a vendor, chats with the business, browses the catalog/inventory, adds product(s) to a shopping cart, reviews the order before paying for it, and then receives confirmation in a chat window on WhatsApp.
Indian hospitality chain OYO Hotels & Homes has commenced an advertising campaign which recently released its first advertisement featuring Bollywood actor Sonu Sood, who is also an asset owner at OYO. The ad has been broadcast across television, radio, as well as across the brand’s accounts on social media platforms like Facebook, Twitter, LinkedIn, and Instagram.
The brief advert shows Sonu Sood (wearing a face mask) playing the role of a member of the OYO staff who sprays a hotel room (including the door knob, the switchboard, the TV remote control, the AC remote control, the table, and the curtain drawing rods) with disinfectant in front of a guest (who is also wearing the face mask) prior to his settling in. The actor uses the phrase ‘pehle spray, phir stay’ (first spray, then stay); in an effort to reassure the guest that OYO has been following and will continue to follow protocol by taking each and every safety precaution during these testing times caused by the COVID-19 pandemic.
Actor Sonu Sood has also been associated with brands such as: PC brand Acer India, airline brand Spicejet Airlines, online medical consultation brand MFine, insurance brand Edelweiss Insurance, education and training organisation ISM Edutech, aerated drinks brand Pepsi, fruit import and export brand IG International, and so on.
Search engine optimization is integral for boosting the growth of any brand/business. It is now more important than ever; in light of social distancing and self-isolation caused by the ongoing COVID-19 crisis. With people spending more time on screens and their increased consumption of digital content, search engines are inundated with user queries.
There are several insights and tactics for undertaking search engine optimization in the current scenario; a few of which are as mentioned below:
- Using Google Analytics and Search Console: Brands and businesses need to assess their website’s current presence on Google as compared to that of the previous year. It enables the brands and businesses to formulate new SEO (search engine optimization) strategies based on the trends that are currently running. This also helps in analysing user intent and the shifts in consumer behaviour.
- Conducting extensive keyword research: Brands and businesses need to conduct an extensive research on the keywords which they want their website to trigger for within the search engine results pages (SERPs). Some of the most common examples include: mobile-friendly, user-friendly, best in class, etc.; regardless of which market/industry the brand/business operates in.
- Developing compelling content for your webpages: Having premium quality content is imperative for any website. Brands and businesses need to have their content team develop compelling content that can attract the visitors to their website.
The recent advertisement by Tanishq Jewellers has garnered attention, which has mostly been negative. Instead of highlighting their trademark jewellery and ornaments, the brand had chosen to portray a seemingly thought-provoking advertisement about interfaith community harmony in a single faith household.
The advertisement is okay, per se, although when viewed through the perspective of the current state of the world, it is provocative (and not thought-provoking). The responses and reactions to this ad have been polarising in several ways. With both Hindus being offended by this ad as well as the Muslim community being outraged and issuing a fatwa against the brand, this is clearly an example of a no-win prospect. The advertisement is not even significant from the brand’s perspective (whose purpose is to showcase their products (the jewels and other ornaments)) as there is a blink-and-miss glimpse of the gold necklaces that the woman in question in the advert (the pregnant daughter-in-law) is wearing; thus defeating the brand’s very purpose for creating the advert, in the first place.
Tanishq Jewellers is a well-known and reputed brand which has been in business for quite a long time now. So, this one time blunder committed by the marketing team at whatever agency the brand had hired to develop the ad should not be held against the brand, nor against its founder.