@BasilPuglisi

Content & Strategy, Powered by Factics & AI, Since 2009

Social Media

The Video, Speed, and UGC Shift in Digital Strategy

by Leave a Comment

Digital marketing is entering a sharper phase of evolution. In August 2017, we’re seeing a convergence of trends around video content, mobile ad performance, and user-generated content (UGC)—each reshaping how brands approach visibility, engagement, and trust. This month, Facebook, Google, Snapchat, and Adobe are all contributing to a larger narrative: performance and participation now sit at the center of strategy.

Facebook Watch: Episodic Content with Discovery Built In

Facebook officially launches Watch, a platform built for episodic content. More than just a video tab, Watch invites brands and creators to develop content series with built-in discovery tools. The interface encourages audience followings, comments, and reactions—positioning Facebook to rival YouTube and offer marketers a new route for long-form storytelling within an already engaged audience.

Google AdWords Adds Landing Page Speed: Performance Now Equals Experience

Google’s latest AdWords update includes landing page speed as a formal quality metric. This shift highlights how mobile usability is now a competitive differentiator—not just for SEO but also for paid performance. If your ad leads to a slow or poorly optimized mobile page, you’re paying more and converting less. Marketers are now forced to address load times as a conversion issue, not just a technical concern.

Snapchat Crowd Surf: Real-Time UGC Becomes a New Form of Storytelling

Snapchat’s Crowd Surf tool uses artificial intelligence to stitch together multiple user-submitted videos from live events, producing a single coherent multi-angle experience. This innovation takes user-generated content from raw material to editorial product. For brands hosting live experiences—concerts, launches, festivals—this opens a door to collaborative, immersive marketing that feels native to the platform.

Facebook Marketplace Ads: Contextual Commerce Arrives

Facebook expands ad placement to its Marketplace tab, which is already being used for local product discovery and second-hand selling. The move merges intent-based browsing with ad targeting. Unlike news feed ads, these placements happen when users are actively searching or browsing by category. It’s a sign that intent marketing is extending far beyond Google’s search box.

Adobe Leans Into UGC with Livefyre Integration

Adobe’s acquisition of Livefyre continues to unfold. The platform enables aggregation and moderation of user-generated content from across the social web. For businesses using Adobe Experience Manager, this means easier access to curated UGC for landing pages, product galleries, and campaigns. It’s a direct response to the rise in content authenticity demands from consumers.

Strategic Insight

What’s your story? Your content must now reflect speed, value, and involvement.
What do you solve? You help customers find what they want quickly and connect emotionally with your brand.
How do you do it? Through optimized mobile experiences, consistent episodic content, and tools that elevate audience participation—like UGC integration and multi-angle live video.
Why do they care? Because today’s audiences want content that’s not just fast or entertaining—they want content that feels like it includes them.

Fictional Ideas

A regional theater company uses Facebook Watch to stream behind-the-scenes mini-episodes of upcoming productions. Their landing pages, optimized for mobile, include embedded Crowd Surf-style fan reactions captured on Snapchat. Adobe’s Livefyre integration pulls in social posts with the hashtag #LocalStagePass, which appear in an interactive UGC gallery that helps new visitors connect with the community vibe—and ticket sales rise accordingly.

References

Facebook Newsroom. (2017). ‘Introducing Watch, a New Platform for Shows on Facebook’. https://about.fb.com
Google Ads Help. (2017). ‘About Landing Page Experience’. https://support.google.com/google-ads
TechCrunch. (2017). ‘Snapchat Crowd Surf Can Stitch Together Snaps Into One Concert Video’. https://techcrunch.com
Facebook Business. (2017). ‘Marketplace Ads Now Available to Advertisers’. https://www.facebook.com/business
Adobe Blog. (2017). ‘How Livefyre Helps Brands Connect with Consumers’. https://blog.adobe.com

Twitch and the Power of Live Community Streaming

by Leave a Comment

The digital video world continues to evolve, but few platforms demonstrate the raw power of community and live engagement like Twitch. In the second quarter of 2017, Twitch reports record-breaking numbers in hours watched and peak viewers. It’s no longer just a gaming platform—it’s a community engagement engine, and businesses are starting to pay close attention.

Twitch’s Momentum Becomes a Marketing Signal

According to data from Streamlabs and TwitchTracker, Twitch hit new peaks in live viewership during Q2 2017, particularly for non-gaming categories like talk shows, live podcasts, and creative tutorials. The platform is redefining how we see influence: success is measured in real-time reactions, donations, subscriptions, and long-form engagement.

Why Twitch Matters to Marketers

Marketers have been exploring Facebook Live and YouTube Live, but Twitch offers a completely different ecosystem—one based on loyalty, donations, and participation. Its monetization system is structured to reward creators for time watched, not just ads seen. This challenges traditional impressions-based models and encourages brands to build content strategies that keep users engaged over longer periods.

Strategic Insight

What’s your story? It’s not just about being live—it’s about being present, authentic, and connected.
What do you solve? You solve the disconnect between content and community by building interactions around your message.
How do you do it? Through platforms like Twitch or interactive streams on Facebook and YouTube, you offer consistent, valuable broadcasts that engage your target audience.
Why do they care? Because live content creates trust, builds relationships, and provides audiences with access—not just information.

Fictional Ideas

A local outdoor gear retailer launches a weekly live Q&A stream on Twitch, answering hiking and camping questions. They partner with a regional trail guide to co-host. Viewers tune in each week to submit questions, and the retailer showcases gear live—occasionally dropping discount codes in the chat. Viewers start subscribing and sharing the stream, boosting in-store and online sales.

References

Streamlabs. (2017). ‘Live Streaming Industry Report Q2 2017’. https://streamlabs.com
TwitchTracker. (2017). ‘Twitch Metrics Overview’. https://twitchtracker.com
TechCrunch. (2017). ‘Twitch adds new monetization options for creators’. https://techcrunch.com
The Verge. (2017). ‘Twitch’s community category growth shows it’s not just for gamers’. https://www.theverge.com
Marketing Land. (2017). ‘Twitch is a powerful but underused tool for digital marketing’. https://marketingland.com

Platform Control & Visual Search: A Strategic Shift in Digital Marketing

by Leave a Comment

As digital platforms mature, two clear priorities are emerging: greater control for brands and a richer, more visual search experience for users. So far this year, updates from Instagram, Pinterest, Facebook, and Google reflect these shifts. From post archiving to visual search and better benchmarking tools, businesses are gaining new opportunities to fine-tune messaging and measure performance while preparing for a more image-driven future.

Instagram Archive: Storytelling with Flexibility

Instagram’s new Archive feature allows users to hide posts from their main grid without deleting them. This opens the door for more curated timelines, seasonal branding, and thoughtful content management. Brands can test new visual approaches or temporarily rotate promotions without losing engagement data or visuals. It reinforces the idea that long-term strategy can now include visual experimentation—without sacrificing consistency.

Pinterest Lens: Visual Discovery at Scale

Pinterest expands access to its Lens visual search tool, allowing users to snap a photo and receive product recommendations, DIY ideas, or similar imagery. This transforms the Pinterest app into a camera-powered discovery engine. For marketers, this means creating pin-friendly content that ranks in visual queries, especially for industries like fashion, home decor, food, and retail. Visual SEO becomes just as important as traditional text-based optimization.

Benchmarking with Facebook: Pages to Watch Upgraded

Facebook quietly improves its ‘Pages to Watch’ feature, helping brand managers compare engagement metrics with similar pages. This update enables better content auditing and competitive analysis, letting users study likes, post frequency, and engagement rates in one view. The insight gained here can sharpen posting strategies and even shape ad targeting models.

Google Search Console Beta: SEO Transparency Grows

Google expands access to the beta version of its revamped Search Console. Marketers can now view more historical data and performance trends, making it easier to understand which content is ranking and why. This transparency supports smarter content planning, more accurate keyword analysis, and a clearer ROI for organic search initiatives.

Strategic Insight

What’s your story? This month, it’s about showing your brand’s adaptability through visual content and thoughtful benchmarking.
What do you solve? You solve the problem of information overload by offering focused, engaging visuals and using competitive insights to refine your messaging.
How do you do it? Through tools like Pinterest Lens, Instagram Archive, and Facebook’s Pages to Watch—you adjust, assess, and amplify.
Why do they care? Because in a sea of content, relevance, timing, and visual appeal help your message stand out and drive action.

Fictional Ideas

A boutique fitness brand uses Pinterest Lens to promote a new line of branded gear. Shoppers scan their home gym setups, and the brand’s products surface as recommendations. Meanwhile, the brand hides lower-performing Instagram posts using Archive and tests a new theme. Using Facebook’s Pages to Watch, they benchmark their engagement and discover that competitors post more early morning content—so they begin experimenting with motivational posts before 9 a.m.

References

Instagram Press. (2017). ‘Introducing Archive on Instagram.’ https://about.instagram.com
Pinterest Blog. (2017). ‘Pinterest Lens Now Available to All Users.’ https://newsroom.pinterest.com
Facebook Business. (2017). ‘Pages to Watch: Competitive Insights for Page Admins.’ https://www.facebook.com/business
Google Webmaster Blog. (2017). ‘Search Console Beta Expands Access and Features.’ https://webmasters.googleblog.com
TechCrunch. (2017). ‘Facebook Upgrades Pages to Watch Feature for Businesses.’ https://techcrunch.com

Transparency Takes the Spotlight: Influencer Marketing Faces FTC Scrutiny

by Leave a Comment

This month marks a critical turning point for influencer marketing as the Federal Trade Commission (FTC) takes a clear stance on transparency in brand partnerships. With social media influencing purchase behavior at unprecedented rates, the FTC’s letters to over 90 Instagram influencers and brands are a loud signal: proper disclosure isn’t optional—it’s a legal obligation.

What the FTC Is Enforcing

The FTC reminds influencers and companies that endorsements must clearly disclose relationships where compensation, product, or services are exchanged. Simply tagging a brand or using subtle hints like ‘#sp’ or ‘#partner’ are no longer acceptable. Instead, disclosures must be ‘clear and conspicuous’—meaning upfront, easy to understand, and not buried in hashtags or captions.

This crackdown stems from growing concern that followers often don’t realize they’re seeing sponsored content. As influencer marketing grows into a multi-billion dollar industry, this lack of transparency becomes a consumer protection issue.

How This Changes the Influencer Playbook

Brands and creators now face more than just creative pressure—they must prioritize ethical and legal standards in their campaigns. Marketers must provide clear guidelines for influencers and enforce them. Influencers, in turn, need to use labels like ‘#ad’ or ‘#sponsored’ prominently—ideally within the first three lines of a post or video description.

The new normal requires contracts, documentation, and audit-ready campaigns that emphasize authenticity without misleading consumers. Platforms like Instagram may also need to expand tools to help influencers label posts properly and avoid legal liability.

Strategic Insight: Build Trust by Leading with Transparency

  • What’s your story? You’re not just selling a product—you’re building a brand rooted in integrity and consumer respect.
  • What do you solve? You eliminate doubt by making it clear when content is sponsored and when it’s organic.
  • How do you do it? Through FTC-compliant influencer guidelines, consistent post labeling, and partnerships with creators who align with your values.
  • Why do they care? Because today’s audiences are smart—and when they know they can trust you, they’re far more likely to convert and stay loyal.

Fictional Ideas

A regional skincare brand launches a spring campaign using micro-influencers. Each post includes the hashtag ‘#sponsored’ in the first sentence and features an Instagram Story Q&A where the influencer explains their partnership and product experience. The brand also creates a landing page that outlines how it works with influencers—reinforcing its commitment to transparency and authenticity.

References

Federal Trade Commission. (2017). FTC Staff Reminds Influencers and Brands to Clearly Disclose Relationship. https://www.ftc.gov/news-events/press-releases
TechCrunch. (2017). FTC cracks down on Instagram influencer disclosures. https://techcrunch.com
Adweek. (2017). Why Brands Need to Rethink Influencer Disclosures Now. https://adweek.com
Marketing Land. (2017). Instagram and the FTC’s new endorsement guidelines. https://marketingland.com
The Verge. (2017). FTC targets over 90 influencers in latest crackdown. https://theverge.com
eMarketer. (2017). What Consumers Think About Sponsored Posts. https://emarketer.com
Social Media Examiner. (2017). How to Disclose Paid Partnerships. https://www.socialmediaexaminer.com
Influencer Marketing Hub. (2017). How the FTC Affects Influencer Campaigns. https://influencermarketinghub.com

SxSW 2013, @BasilPuglisi debut as BOD Social Media Club International

by 1 Comment

SXSW 2013 is an expansive, vibrant festival and conference taking place in Austin, Texas, from March 8 to 17. It is an overwhelming yet exhilarating event where thousands of artists, filmmakers, tech innovators, and industry professionals converge. With about 2,500 bands performing on over 100 stages across the city, the music offerings alone range broadly—from rising independent acts to renowned headliners like Prince and Green Day. The festival’s venues spill into bars, rooftops, and streets, filled with a lively mix of attendees from all walks of life.

The atmosphere is electric yet chaotic, with attendees juggling multiple events, food trucks, pop-up installations, and networking opportunities all at once. Despite the sheer volume of choices making it difficult to keep up, SXSW is praised for its ability to deliver discoveries and connections that attendees cherish. The event blends music, film, and interactive media, creating a dynamic cultural moment that is as much about the people and energy as the performances and showcases.

The spirit of SXSW 2013 is especially about exploration and community—fest-goers soak in everything from local Austin artists to international performers, while the city streets buzz with spontaneous conversations, tastings, and creative encounters. The festival’s blend of big names and new talent, alongside technology and media showcases, makes it a unique convergence of art, innovation, and social energy.

Social Media CLub BOD, Basil Puglisi, Social Media, SxSW

Newsday Staff. (2013, March 22). Basil Puglisi appointed to Social Media Club board of directors. Newsday. Retrieved from https://www.newsday.com/classifieds/jobs

Understanding China’s Social Media Ecosystem – Why It Matters for U.S. Business Strategy

by Leave a Comment

For marketers and businesses aiming to grow globally, understanding China’s digital ecosystem is no longer optional—it’s essential. With over a billion internet users, China’s internet landscape is dominated not by Facebook or Twitter, but by powerful homegrown platforms that blend commerce, content, and conversation in unique ways. These platforms are not only redefining social interaction in China, but they’re also influencing digital strategy worldwide, especially for brands with an international footprint or interest in reaching Chinese consumers.

Top Social Media Platforms in China

• WeChat (Weixin): China’s ‘super app’ with over 900 million daily users in 2017. Combines messaging, payments, e-commerce, content, and customer service into one platform.
• Weibo: A microblogging site often compared to Twitter but far more integrated with media, commerce, and influencer campaigns.
• Douyin: Short-form video platform with explosive growth; became a cultural staple and powerful advertising tool.
• QQ: Legacy platform known for messaging, music, and media sharing, still widely used among youth and lower-tier cities.
• Zhihu: China’s equivalent of Quora, known for long-form, expert content and growing use in B2B thought leadership.
• Baidu Tieba: A community-driven forum connected to Baidu’s search ecosystem.
• Little Red Book (Xiaohongshu):** Popular among young women for lifestyle content and social commerce.
• Youku/Tudou:** Video-sharing platforms similar to YouTube, though with more curated and local content.
• Bilibili: Popular among Gen Z for animation, games, and youth culture, offering strong community interaction.
• Meituan & Dianping:** While primarily delivery/review apps, their embedded social features influence local commerce and trends.

Why U.S. Businesses Should Care

1. Sheer Market Size: With more than a billion internet users, China remains one of the largest digital economies in the world.
2. Tech Innovation: China’s social platforms integrate features like in-app shopping, live commerce, and micro-payments faster than Western apps.
3. Influence on Global Trends: TikTok, WeChat Pay, and social commerce trends often start in China before global rollout.
4. Tourism & Luxury Markets: Chinese tourists and shoppers significantly influence retail in the U.S. and globally—understanding their digital behaviors is vital.
5. Global Commerce Gateways: Even U.S.-based brands selling on Alibaba or JD.com need integrated social strategies to generate traffic from WeChat, Weibo, or Xiaohongshu.

Strategies for Tracking and Engaging Social Media in China

• Leverage WeChat Official Accounts: Create service and subscription accounts for bilingual content, e-commerce, and chatbots.
• Use Local KOLs (Key Opinion Leaders): Influencers play a major role in brand trust and awareness.
• Localize Content & Tone: Literal translations won’t work—brands must align with cultural expectations and digital behavior norms.
• Monitor with Chinese Tools: Use platforms like WalktheChat, KAWO, or Keyhole to track social listening and campaign success.
• Adapt to Super-App Models: Explore ecosystem strategies where messaging, payments, and product discovery happen in one app, rather than in siloed platforms like in the West.

Strategic Insight: Think Global, Act Glocal

• What’s your story? A brand that respects and understands the culture it enters builds deeper trust.
• What do you solve? You offer access, convenience, and digital relevance in an integrated world.
• How do you do it? Through localized content, native platform strategy, and strong partnerships with local influencers.
• Why do they care? Because relevance isn’t universal—it’s contextual. Meeting your audience in their environment shows you care.

Fictional Ideas

A U.S.-based health and wellness brand launches a WeChat Mini Program that lets Chinese consumers scan products in-store to see ingredient transparency, user reviews, and a link to purchase. They partner with two Xiaohongshu influencers to promote skincare routines featuring their products. Monthly engagements soar, and the brand starts appearing in local trend lists without buying any ads on Baidu.

References

Statista. (2017). ‘Leading social media platforms in China.’ https://www.statista.com/
WalkTheChat. (2017). ‘Understanding WeChat for Business.’ https://walkthechat.com
Technode. (2017). ‘Top Chinese Social Media Platforms You Need to Know.’ https://technode.com
eMarketer. (2017). ‘WeChat and Weibo User Behavior Report.’ https://emarketer.com
SCMP. (2017). ‘Xiaohongshu and the rise of social commerce in China.’ https://scmp.com
Reuters. (2017). ‘Douyin surges among Chinese youth.’ https://reuters.com
AdAge China. (2017). ‘How brands use KOLs in China.’ https://adage.com/china
Quartz. (2017). ‘Weibo’s revival as a marketing tool.’ https://qz.com
China Internet Watch. (2017). ‘Baidu’s ecosystem of content and commerce.’ https://chinainternetwatch.com
Wired. (2017). ‘How China’s super apps are influencing U.S. tech.’ https://wired.com

Pin It to Win It: How Pinterest Powers Holiday Marketing

by Leave a Comment

As the holidays approach, shoppers aren’t just browsing—they’re planning, saving, and pinning. Pinterest, once seen primarily as a mood board platform, is now one of the most influential tools in holiday marketing strategy. Its visual discovery engine empowers users to organize gift ideas, recipes, and decor, creating a seasonal ecosystem of intent. For marketers, this is more than inspiration—it’s insight into what people want and when they want it.

Visual Intent Turns Into Conversions

Unlike fast-scrolling feeds, Pinterest users spend more time curating than reacting. That behavior, especially in Q4, gives brands a unique opportunity: reach buyers while they’re actively organizing their wish lists. Holiday search activity spikes on Pinterest as early as September, and by December it’s driving last-minute gift guides, DIY inspiration, and direct sales via promoted pins.

Holiday Campaigns That Stick

In 2016, Pinterest enhances its marketing toolkit with more robust ad targeting and buyable pins. Brands use keywords like ‘stocking stuffers’ or ‘holiday recipes’ to place their products in high-intent search results. With built-in analytics, businesses can now see how their pins perform throughout the holiday journey—from inspiration to checkout. Whether it’s an infographic on wrapping tips or a how-to video on festive recipes, content that adds value gets shared, saved, and clicked.

Strategic Insight: Market Where They’re Planning, Not Just Browsing

• What’s your story? You help people prepare for the holidays by making gifting and decorating easier.
• What do you solve? You eliminate stress by offering clear, visual ideas that lead to trusted solutions.
• How do you do it? Through seasonal boards, step-by-step guides, and links that take people from inspiration to action.
• Why do they care? Because during the holidays, people are busy—and want ideas they can trust quickly.

Fictional Ideas

A local artisan soap company builds a ‘Holiday Gift Guide’ board featuring their top-selling scents, bundled sets, and packaging ideas. Each pin links to their shop, includes gifting tips, and appears in search results for holiday keywords. A series of short video pins showing how the soaps are made add authenticity. Within days, their board is being repinned by gift bloggers and local fans, and orders start to climb—because Pinterest didn’t just show their product, it showed their purpose.

References

Pinterest Business Blog. (2016). ‘Holiday Shopping Starts Early on Pinterest.’ https://business.pinterest.com/
Marketing Land. (2016). ‘Pinterest Rolls Out Search Ads and New Conversion Metrics.’ https://marketingland.com/
Adweek. (2016). ‘Pinterest Promoted Pins Offer New Holiday Advertising Opportunities.’ https://www.adweek.com/
eMarketer. (2016). ‘Pinterest for Retailers: Driving Holiday Traffic.’ https://www.emarketer.com/
Social Media Examiner. (2016). ‘Using Pinterest for Business During the Holidays.’ https://www.socialmediaexaminer.com/

Content Discovery in Transition: How Users Find What Matters in a Shifting Social Landscape

by Leave a Comment

Content discovery is evolving. Social platforms are no longer just about connecting with friends—they’re becoming ecosystems for finding, filtering, and trusting information. As of now, Reddit, Quora, and Medium are stepping into the spotlight while legacy tools like StumbleUpon are fading into digital history. What this means for marketers and content creators is clear: the distribution strategy is as important as the message itself.

The New Gatekeepers: Quora, Reddit, and Medium

Quora’s growing presence in search engines gives thought leaders an edge. As it rolls out advertising tools based on topic and question targeting, it becomes a powerful place to build authority and drive long-tail traffic.

Reddit, with over 240 million monthly users, thrives on niche communities and authentic dialogue. The ability to host AMAs and engage in topical subreddits gives brands a new playbook for grassroots trust-building.

Medium, rising fast in this year, becomes the platform of choice for long-form storytelling. Brands and experts leverage its publication tools to elevate credibility and SEO reach without needing a full blog infrastructure.

The Sunset of StumbleUpon

Once a powerhouse in content discovery, StumbleUpon’s influence is rapidly fading. Users shift toward platforms with social validation and algorithmic intelligence. The move toward Mix is underway, but marketers are already reallocating attention to more impactful spaces like Reddit and Medium. It’s a reminder that platforms built on randomness and novelty struggle to compete with context-driven ecosystems.

Strategic Insight: Educate Where Curiosity Lives

• What’s your story? You help people make sense of their world by answering questions that matter.
• What do you solve? You reduce the noise by delivering clarity and insight in platforms built for thoughtful engagement.
• How do you do it? By contributing to topic-specific threads, publishing evergreen insights, and optimizing for discoverability.
• Why do they care? Because people trust content that lives in the platforms they already turn to when they want answers.

Fictional Ideas

A digital coach wants to reach new audiences without launching a full blog. They begin posting well-researched answers on Quora tied to their industry’s top challenges. They also publish a monthly essay on Medium that gets picked up in curated newsletters. Meanwhile, they join relevant subreddits and participate in meaningful threads—not with sales pitches, but with solutions. Within weeks, they’re gaining followers, building authority, and driving organic traffic to their email list and consultation funnel—all by being part of the discovery journey, not interrupting it.

References

TechCrunch. (2016). ‘Reddit’s Growing Monthly Active Users.’ https://techcrunch.com/
Quora Blog. (2016). ‘Introducing Quora Ads Beta.’ https://blog.quora.com/
Medium. (2016). ‘Medium for Publishers: New Tools for Writers and Thinkers.’ https://blog.medium.com/
Adweek. (2016). ‘Why Medium Is the New Blog for Thought Leaders.’ https://www.adweek.com/
Marketing Land. (2016). ‘The Decline of StumbleUpon and the Rise of Personalized Discovery.’ https://marketingland.com/

Stories Begin: How Ephemeral Content Is Redefining Brand Engagement on Instagram

by Leave a Comment

Instagram has just released its new Stories feature globally—and the format is already shifting how brands and individuals show up on social media. Gone is the pressure of a perfect grid. In its place: real-time, disappearing content that invites authenticity over polish.

With Instagram Stories, users can post images and short videos that vanish after 24 hours. While the feature mirrors Snapchat, Instagram’s existing user base and Facebook’s backing give it massive scale from day one.

The Shift to Real-Time Micro-Content

Instagram Stories changes the rhythm of content. Instead of chasing likes on polished posts, brands are learning to tell quick, relatable stories. Behind-the-scenes glimpses, daily updates, and product teasers now live in a vertical format designed for swipe-through consumption.

Ephemeral content also lowers the barrier for creativity. Since it disappears, users are more willing to experiment—and that includes businesses. This evolution reflects a larger shift: the value of a moment outweighs the permanence of a post.

Engagement Through Intimacy

Stories live at the top of the feed and auto-play, encouraging more consistent viewership. View counts and direct message responses provide real-time engagement data. Brands that adapt quickly are using this to build intimacy—talking to followers, not broadcasting at them.

For marketers, this means creating content that feels more like conversation and less like a campaign. It’s about inserting your brand into daily habits without being disruptive.

Strategic Insight: Tell Stories That Disappear But Stick

• What’s your story? You’re a brand built on transparency, showing how things work behind the curtain.
• What do you solve? You remove the formality of traditional content and meet people where they are—in the moment.
• How do you do it? By embracing vertical video, informal updates, and quick-hit narratives that resonate emotionally.
• Why do they care? Because people crave realness, and Stories offer a window into what’s authentic—not just what’s polished.

Fictional Ideas

A local coffee shop decides to start using Instagram Stories to build loyalty. Every morning, they show a quick video of the barista’s special drink of the day, followed by a behind-the-scenes look at their sourcing or roasting. They invite followers to vote on tomorrow’s feature via emoji polls. The engagement leads to longer in-store conversations and increased repeat visits—without ever running an ad.

References

Instagram Blog. (2016, August 2). ‘Introducing Instagram Stories.’ https://about.instagram.com/blog/announcements/introducing-instagram-stories
TechCrunch. (2016, August 2). ‘Instagram Launches Stories, a Snapchatty Feature for Impermanent Photos and Videos.’ https://techcrunch.com/2016/08/02/instagram-stories/
Adweek. (2016). ‘How Brands Are Already Using Instagram Stories.’ https://www.adweek.com/digital/brands-instagram-stories-172997/
Mashable. (2016). ‘Why Instagram Stories Could Crush Snapchat.’ https://mashable.com/article/instagram-stories-vs-snapchat
HubSpot. (2016). ‘A Marketer’s Guide to Instagram Stories.’ https://blog.hubspot.com/marketing/instagram-stories-guide

Going Live Isn’t Optional Anymore: Facebook Pushes Video to the Front of the Feed

by Leave a Comment

Live Video Moves from Feature to Strategy

Facebook Live is no longer just for verified pages. As of early April, all users now have access to stream live video to their followers—and the platform is making it clear that video is now a priority. Live videos appear more prominently in the News Feed, and users even get notifications when pages or people they follow go live.

This isn’t just a rollout. It’s a signal. Facebook is repositioning itself as a real-time media platform—where spontaneous, unscripted video has the potential to outperform polished, scheduled content.

Real Brands, Real Results

BuzzFeed was among the first publishers to experiment creatively with Facebook Live. Their viral video of two employees trying to explode a watermelon with rubber bands, streamed live on April 8, 2016, reached over 800,000 concurrent viewers at its peak. The video had no edits, no script—just a countdown of tension. Its massive success wasn’t about production; it was about engagement, anticipation, and shared experience (BuzzFeed, 2016).

This moment helped prove that brands don’t need expensive studios to captivate their audience. They need presence, creativity, and a willingness to embrace the moment.

Strategic Insight: Show Up, Don’t Just Schedule

• What’s your story? You’re not just broadcasting—you’re opening a door to real-time conversation.
• What do you solve? You offer transparency, immediacy, and personality in a crowded content stream.
• How do you do it? With planning that supports spontaneity: a content theme, talking points, and a clear call-to-action.
• Why do they care? Because live means access, and access creates connection. People don’t just want polished—they want present.

Fictional Ideas

A local restaurant owner starts hosting weekly Facebook Live videos every Thursday afternoon. Each week, they share behind-the-scenes looks at food prep, introduce a chef or bartender, and answer questions from viewers. To increase discoverability, they promote the sessions with geo-targeted posts and boost visibility using local hashtags and paid reach. Followers receive notifications when the stream begins, and regular attendees begin tagging friends to watch live.

Without spending a dime on traditional ads, the restaurant gains local press, increased weekend reservations, and grows its Instagram following as a cross-platform bonus.

References

BuzzFeed. (2016, April 8). ‘BuzzFeed Watermelon Live Stream Breaks Facebook Live View Record.’ https://www.buzzfeednews.com/article/copyranter/buzzfeed-watermelon-facebook-live
The Verge. (2016, April 6). ‘Facebook opens Live Video to everyone.’ https://www.theverge.com/2016/4/6/11376136/facebook-live-video-all-users
TechCrunch. (2016, April 6). ‘Facebook Live now available to everyone.’ https://techcrunch.com/2016/04/06/facebook-live-everyone/
Adweek. (2016, April 7). ‘Facebook Prioritizes Live Video in News Feed.’ https://www.adweek.com/performance-marketing/facebook-live-news-feed-priority-170737/
Wall Street Journal. (2016, April 2016). ‘Facebook Paying Media Companies to Use Live.’ https://www.wsj.com/articles/facebook-pays-media-firms-to-use-live-video-1465931080