Your weekly dose of digital, social, and content marketing news. This week …
1. Uber drives home content
According to TechCrunch, Uber wants to turn its app into a “content marketplace” — a platform for entertainment and other features with potentially dozens of third-party content partners, designed to grow engagement in the app itself. The new feature will be going beyond the basics of ordering rides and rating drivers, for example with more information about the area or specific place you are going. Although this could potentially be a very interesting feature for marketers and users alike, the question is whether users want that kind of platform from a company that has appeared negatively in the news quite frequently in the last couple of weeks.
2. Instagram copies Snapchat (yes, again)
It can hardly be called news anymore, but Instagram has released a new feature to its stories feature: Geostickers. It enables users in specific regions – starting with New York City and Jakarta – to attach location-triggered images to their Snapchat stories Stories posts. This update is available as part of Instagram version 10.11 for iOS in the Apple App Store and for Android on Google Play.
3. How brands celebrated International Women’s Day
As part of International Women’s day, brands everywhere were took the opportunity to spotlight the extraordinary contributions women have made to the world. Facebook hosted a 24 hour livestream with female leaders, Google’s doodle highlighted famous women and Tinder was giving $100 to women’s charities for every person who tweeted #FundHerCause. And Snapchat? Well, they tried. Not only did their Marie Curie filter raise eyebrows (or should we say eyelashes?), people were also not happy over Frida Kahlo’s filter whitewashing. Somehow, we think Marie Curie wasn’t really focussed on eyeliner and long lashes…
4. Whatsapp tests business chat tools
Back in the early days, Whatsapp used to charge an annual $0.99 membership fee, but abandoned it after being acquired by Facebook. It was then said Whatsapp would seek to monetise its platform by letting users communicate with businesses. According to a report by Reuters, WhatsApp struck a deal with Y combinator, which provides training and advice to startups that show potential (past participants include Airbnb and Dropbox), to have a small number of companies take part in an early trial.
5. Jägermeister moves into radio
Jägermeister has partnered with Soho Radio in an effort to reach more than 100 million consumers. Jäger Soho will be based in central London and forms part of the brand’s latest move in its JägerMusic Programme, which supports emerging and established artists. “We are seen as an edgy brand by consumers. But they are becoming more diverse, and so we want to engage with them in a cool way and engage with them rather than just broadcast to them,” marketing director Nicole Goodwin told Marketing Week. A perfect example of a brand going beyond its boundaries to engage with its consumers – well done!