COM'1 Monday is a summary of last week's COM news, to share in a team meeting 👱🏻♀️🧔🏾 or around a coffee ☕
Facebook limits access to personal data
In the wake of the Cambridge Analytica case (1 episode, 2 episode) and a few days after having disabled data brokers, Facebook has unveiled new measures limiting access to the personal data of its users. Events, groups, pages, applications, Facebook Login but also Instagram API: several key features are concerned. The objective: to redefine the elements shared with “third parties” and to give more control to users.
Snapchat flirt with seniors 📺
Star among teens, shunned adults? The ghost social network, in turmoil since the release of its latest version, is now doing everything to charm the over 35s.
At the beginning of April, Snapchat invaded the “before” screen, the TV set, with its first commercial. A slick film where the company positions itself as a “camera company”. Often criticized as unintuitive and understandable by older people, Snapchat shows itself to be an intuitive and easy-to-access application.
Special mention for the end sentence (“ On Snapchat, how you feel is more important than what you look like”), subtle pricks its best enemy, Instagram!
Google acquires TENOR, a platform dedicated to GIFs
Who said that 2018 marks the end of GIF ? The Mountain View firm has just acquired the American start-up TENOR, a GIF search engine with over 300 million monthly users in 2017. Mir online: the integration of this popular format into Google Images.
But TENOR is also already integrated into several applications such as WhatsApp and Facebook Messenger. However, Twitter, and more recently Instagram and Snapchat, have turned to their bigger competitor, Giphy, to integrate the search and post functionality of GIFs. Will the GIF War take place?
56% of 15-35 year olds consider it important to be able to contact a brand on messaging
Harris Interactive's 2018 Social Life study unveils new trends in social media use in France. Thus, entering into relationships with brands is evolving: chatbots are popular for after-sales service while GIF / video / emoji formats are now essential for targeting younger consumers.
Another rapidly expanding phenomenon: the (conscious) role of influencers in the act of purchasing. 37% of 15-35 year olds say they are ready to buy a product recommended by a web star. For them, transparency is still required at the risk of tarnishing the image of the personality and discrediting the brand's approach.