Instagram Mistakenly Advertises Follower-Buying Services

Despite Instagram banning the use follower-buying services, they have mistakenly began selling ads to companies that promote the policy violating act. Instagram began introducing paid advertisements in 2017, which allowed people to promote their brands and products to specific demographics.

Ever since Facebook bought out the company in 2012, the social network has been working to alter its algorithm to fit the interests of each Instagram account. Because many people jumped on the opportunity to promote their brands and businesses, Instagram found it hard to filter what kind of information is being shown to each account.

Many people on the platform shared screenshots of ads that popped up in their feed. Some of these ads promoted buying robotic followers, which is the very thing Instagram has been working to get rid of. Despite the violation of the network’s policies, many have found themselves staring at confusing links promoted by Instagram.

This is a mistake that contradicts Instagram’s famous 2015 “bot purge”. Instagram initiated the purge of millions of fake accounts that were solely created to promote and enhance active accounts, which would deem them to be more popular. This is hazardous because it creates a platform of deception where anyone can buy their fame, and look as if they have a bunch of people following them.

The bot purge was notable because many users were exposed for using paid services in exchange for likes and followers. During this time, many notable celebrities lost millions of followers, which also raised the question for the validity of their accounts as well. Overall, Instagram has still been working on the tweaks in their services, and seem to be constantly updating the app to better their services.

FACEBOOK ACQUIRES VISUAL SHOPPING STARTUP TO BOLSTER AI WORK

Technology has evolved throughout the years, which could be for the better or for the worse. Fortunately, Facebook’s startup with GrokStyle Inc. was for the better. GrockStyle is integrated with Ikea’s app. This app allows “a user takes a picture of a piece of furniture and the technology would match it to similar products that could be purchased online” (Bloomberg). This is a helpful app, considering people always want to know where the latest trends can be found. Facebook is partnering with GrokStyle to to boost their AI work. Facebook is already a popular app that millions have; therefore, I think partnering with GrockStyle will be effective. Facebook mentioned that by doing this, it will be effective for the marketplace as well. I believe that it will be effective towards it, since multiple people tend to want an item. In this case, Facebook can link a piece of furniture similar to the one being sold and people can buy it from there.

I know of other apps that use this app, or one similar to it. For example, on Instagram, a company can link multiple items to their post. When people click on the photo, the items and price pops up. It allows viewers to click on the item and it will take them right to the website so they can purchase it. I think this is a great idea, because when people know it is that easy to access an item, they will more likely buy it than if it was not that easy to access. This is an interesting, yet effective, way of advertising.

 

“Facebook Acquires Visual Shopping Startup to Bolster AI Work.” Ad Age, 8 Feb. 2019, www.adage.com/article/digital/facebook-acquires-visual-shopping-startup-bolster-ai-work/316598/.

 

The brands that won the Super Bowl

The buzz in the advertising world this time of year usually revolves around the Super Bowl, with over $400 million being spent on commercials every year. 2019 was no exception, with brands vying for the attention of almost 103 million people across the country during the big game.

What made for a winning commercial this year? According to Unruly, which releases a list of most effective ads based on a survey of viewers, the best ads this year were those that produced an intense emotional response. Viewers loved ads that tapped into feelings of inspiration, happiness, and warmth. There was also a trend towards gender diversity, with 21 commercials featuring a woman in a speaking role, up from 13 last year. 

Comparable to the Patriots’ decisive win was an advertising win for Microsoft. Showing off their adaptive controller, which allows disabled children to participate in gaming with friends, Microsoft’s commercial scored high in credibility and authenticity with viewers. It’s no surprise that “We All Win” garnered as much attention as it did for its inspiring and warm message of inclusivity. Another win came with Google’s “100 Billion Words,” which highlighted Google Translate’s relational attributes. While Google fell to Microsoft on Unruly’s overall EQ scale which measures emotional impact and purchase intent, it had a higher percentage of relatability and product recall.

An important element of a good Super Bowl commercial is its shareability – how easily it translates from TV to social media. “We All Win” was shared over 40,000 from Microsoft’s Facebook page, which generated impressions beyond its original airing on Sunday night. This has become and will continue to be one of the most important elements in crafting a winning Super Bowl commercial.

Overall, Unruly noticed a downward trend in humor being an important attribute of commercials, as well as an upward trend in ads that were meaningful and emotional. There were many winners on the latter front, receiving high emotional impact scores from viewers across the country. These stats will be crucial for advertisers and brands as they begin preparing for Super Bowl LIV in 2020.

Spotify Wants to Block the Blockers

This week in advertising, Spotify has a new conflict they are trying to fix among their app’s use. Users are trying to get rid of ads that briefly interrupt their music time. This attempt to block ads has caused Spotify to create a new policy, in which they have put a “ban on ad blocking technology” (Sloane).

Spotify is working hard to improve their advertising business and is being set back by all of the blocking that is happening. Ad blockers, like uBlock Origin and uMatrix, are contributors to this ad blocking. Ad blockers allow people to block and protect their privacy by protecting their surfing history and behavior.

Spotify gives users the option to subscribe to their subscription that offers ad-free music time, in which 96 million people are subscribed to already. However, if you don’t want to pay the $10 a month, than you have to be willing to listen to the advertisements. Ads help bring in about “$198 million in ad revenue” (Sloane) for Spotify. Therefore, Spotify is making it clearly known to its subscribers that it has the right to terminate or suspend users from their accounts if they continue to use ad blockers to rid of ads. All of this is set to happen come March 1, 2019. Georgina Torbet states that the “company  assume[s] that users had accepted the new terms” after they sent out emails warning their subscribers about the future consequences.

Spotify has had similar problems in the past, including apps that allow users to have Premium features such as unlimited skipping and access to non-shuffled song lists.

To see if this has created backlash comments, I went to their social media accounts to find out. Surprisingly for me, users have not made comments regarding the usage warnings via email. Maybe down the line when accounts will supposedly be deleted, we will then have to revisit this to see if Spotify has any backlash.

Sloane, Garette. “Spotify Tells Users with Ad Blockers to Get Lost.” AdAge, 8 Feb. 2019, http://www.adageindia.in/digital/spotify-tells-users-with-ad-blockers-to-get-lost/articleshow/67908560.cms

Torbet, Georgina. “Spotify Could Terminate Accounts of Listeners Using Ad Blockers.” Digital Trends, 10 Feb. 2019. https://www.digitaltrends.com/music/spotify-ad-blockers-termination/

 

Instagram’s New Self-Harm Safety Measures

On Thursday, February 7th, Instagram announced changes to their safety policies in effort to make its platform a more wholesome place for all users. They have committed to stop users from posting pictures relating to self-harm, whether graphic or not.

Previously, Instagram focused on allowing self-harming users to share their pictures, hoping that it would allow them to get the attention and help they needed. In reviews by the Centre for Mental Health and Save.org, they found it essential for young people to have a safe space to openly discuss their self-harm experiences and to connect with others that may be going through similar troubles. With their new safety measures in place, they have lessened the likelihood of unintentionally prompting self-harm, as pictures may be triggers for other users.

“Our aim is to have no graphic self-harm or graphic suicide related content on Instagram and to significantly reduce – with the goal of removing – all self-harm and suicide imagery from hashtags, search, the explore tab or as recommended content, while still ensuring we support those using Instagram to connect with communities of support.” – Adam Mosseri, Head of Instagram

The changes include:

  1. Not allowing graphic depictions of self-harm, even if previously allowed, and even removing pictures when they are reported.
  2. Not showing non-graphic, self-harm related posts in searches, hashtags or the explore tab. Although these efforts will be in effect, they will not be removing this type of content as a whole to avoid stigmatizing those who may be posting self-harm related content as a cry for help.
  3. Connecting users who post self-harm related content with organizations that will help them and getting them resources they need.
  4. Continuing to consult with researches to see what more can be done to help moderate this content. This may include something like the blurring of non-graphic, self-harm related pictures so that they are not immediately visible to users.

What does this mean for the social media industry?

I believe this is a step in the right direction for screening this kind of content. Instagram has always considered the effects of this content of its users, but they have now changed their idea on what it means for their platform to be a safe space. I have never really seen any of this graphic content on Instagram, but I hope this change in safety measures makes a difference in someone’s newsfeed.

https://instagram-press.com/blog/2019/02/07/changes-were-making-to-do-more-to-support-and-protect-the-most-vulnerable-people-who-use-instagram/

https://www.socialmediatoday.com/news/instagram-will-now-remove-any-self-harm-related-images-as-part-of-new-safet/547947/

 

Advertising This Year’s Grammy Awards

According to E.J. Schultz, writer for AdAge, “last year’s Grammy Awards ratings slid to a nine-year low.” That’s pretty bad. This lull, however, hasn’t stopped big-name brands from buying ad spots in this year’s Grammy’s, which airs tonight on CBS. Among the brands running ads: Apple, Oreo, Pepsi, Intuit and Lincoln, to name a few. Last year’s Grammy’s had 19.8 million viewers, dropping 24 percent from a mere year before, where 26.1 million tuned in, according to Nielsen. Last year, CBS made about $96 million from brands spending $1.2 million for 30 seconds of air time. It’s pretty amazing how much the price of eyes on your brand will cost you. Seemingly well worth it, though. Brands can breathe a little easier with a smaller price tag, compared to the $5.3 million price tag for 30 seconds during the Super Bowl.

A few of the ads running will feature new guest celebrities and tech specs. Lincoln, known for using Matthew McConaughey, will be using Serena Williams and Abraham Lincoln this year to headline their luxury lineup. Apple, a Grammy regular, will be back with new “Memoji” ads featuring popular artists such as Ariana Grande, Khalid and Florida Georgia Line. Oreo is bringing in rapper Wiz Khalifa, a millennial favorite, and his son for a 30-second spot in its new “Stay Playful” campaign. Lastly, Intuit will come in with a 60-second ad spot that addresses inequality and promotes the idea that everyone, regardless of their financial situation, deserves to live the life that they want. The commercial stars Luisa, a female entrepreneur from humble beginnings, and follows her journey to prosperity the help of Intuit.

Overall, it should be a good year for ads at the Grammy Awards.

Schultz., E., Schultz, E., & Schultz, E. (2019, February 08). Here’s an early look at the ads running during the Grammys. Retrieved from https://adage.com/article/cmo-strategy/early-ads-running-grammys/316595/

Is BuzzFeed the new Bernstein?

What I’m sure was intended to be a “courageous” article – even comparable, for some, to Woodward and Bernstein reporting on the Watergate scandal – has become the newest face of the “fake news” monster.

BuzzFeed published an article releasing documents (almost 300 pages) that President Donald Trump directed Michael Cohen to lie about real-estate conversations regarding the construction of a Trump Tower in Russia.

With no credible sources, at least none named, BuzzFeed seemed to have dug their hole pretty deep. Despite very little journalistic integrity to their articles, social media seemed to support the “news” outlet.

*profanity warning*

Since the article was published on Feb. 5, Michael Barbara of the New York Times hosted an episode of the Daily comparing the situation to the Watergate scandal, when the Times published documents regarding a break-in to the Democratic National Committee headquarters directly related to the Nixon Administration.

I might not go as far as saying the four BuzzFeed reporters are as courageous as Woodward and Bernstein, but maybe after more research by the House Intelligence Committee.

Though I haven’t ever considered BuzzFeed a credible news source, and still don’t, the amount of risk involved in publishing a story like the one they did leads me to believe their facts are true and their documents reliable.

Today, Cohen is scheduled to be interviewed “behind closed doors,” according to the New York Times.

Gucci Faces #BlackfaceBacklash

This week on social media, Gucci faces immense backlash over a sweater the company released that resembles blackface. The sweater was a black, wool turtleneck that the buyer pulls up over the face and covers their nose. The style of the sweater was initially intended to be similar to a fashionable ski mask. On the mouth of the turtleneck, there was a large, red, lip-shaped hole for buyers to use in order to breathe. Just in time for black history month, social media users are calling out the luxury fashion brand for making a product so similar to a racial stereotype. People have noted that this event was similar to one that happened back in December with Prada releasing a keychain with a monkey that had excessively big red lips.

Thousands of Twitter users have taken it upon themselves to tweet pictures of the sweater and description and give their own opinions on the issue. Tariq Nasheed, media personality, tweets “So @gucci puts out a sweater that looks like blackface…..On Black History Month…. And then issues an apology because they didn’t know that blackface images are racist.” Gucci’s public relations team has since then issued an apology and removed the $900 sweater from all physical and online stores. In my opinion, Gucci could have done more with its apology, I believe it was too short and very impersonal. I don’t believe the brand will suffer much damage considering their target market is high income, middle-aged men and women. The brand claimed diversity was important and that it was learning from the controversy that had occurred.

May, A. (2019, February 07). Gucci apologizes for sweater resembling blackface, stops selling balaclava jumper. Retrieved February 07, 2019, from https://www.usatoday.com/story/money/business/2019/02/07/gucci-blackface-sweater-company-sorry-discontinues-balaclava-jumper/2799227002/

New Adidas Shoe Gets The Boot

A huge story in advertising this week was Adidas releasing a new brand campaign strategy in honor of February being Black History Month. Initially, the campaign would have been thought to have gone over smoothly and even increase sales but unfortunately, this is not what happened. Adidas released an entirely new line inspired by the Harlem Renaissance but the company made a crucial mistake when they put an all-white shoe in the line. Social media completely blew up of people angry about this mistake and wondering how it ever got approved in the first place. This seems to be happening all too much recently with different brands releasing items that just make absolutely no sense. After receiving tons of backlash Adidas quickly removed the sneaker and released a statement that read, “Toward the latter stages of the design process, we added a running shoe to the collection that we later felt did not reflect the spirit or philosophy of how Adidas believes we should recognize and honor Black History Month,” and also, “After careful consideration, we have decided to withdraw the product from the collection.” I believe this was a wise decision on part of the sportswear company, however, I am shocked that they released the shoe in the first place. Adidas obviously had good intentions in releasing their line in honor of Black History Month, however, the execution was poorly done. I think that in the future the company will be much more careful with the items they are releasing and what they are saying.

Pasquarelli., Adrianne, and Adrianne Pasquarelli. “Adidas Pulls Black History Month Shoe after Backlash.” Ad Age, 4 Feb. 2019, https://adage.com/article/cmo-strategy/adidas-pulls-black-history-month-shoe-backlash/316523/