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Volume 51 — January 31 2017
Uber gets deleted, Lyft gives ACLU a lift

Uber found out the hard way this weekend that the sharing economy it’s built on will not hesitate to share its ire. While NYC taxis suspended service in solidarity with detainees at JFK, Uber suspended surge pricing around the airport. Many accused Uber of attempting to profit from the taxi strike, and social media lit up with users deleting their app. In response, Uber ran promoted social ads with their CEO’s statement, while Lyft trended for donating $1 million to the ACLU. Other major brands, including Facebook, Google, AirBnB and Tesla, have publicly denounced the executive order. As tensions run high, consumers will continue to expect major brands, influencers and politicians to quickly and publicly declare their positions and penalize those they deem to be stepping out of line. — The Atlantic

30% of brands on Snapchat pull a disappearing act

According to Digiday, 30% of brands that created a Snapchat account last year are currently inactive. So what’s caused them to abandon their doggy filters? Most cite the cost of content creation and lack of manpower as the reasons behind their absence. Brands also prioritize Instagram and Facebook, since they have more ad targeting options and may reach the same audiences as Snap without all the extra production requirements. And since Snapchat’s paid offerings let you reach people without an organic presence, it’s easier to opt for that. Either way, Snapchat isn’t terribly upset about brands’ lack of consistent posting; they still have 150 million daily active users and their highly anticipated IPO filing rumored for this week. — Digiday

Will more paid messages mess up Messenger?

We will soon find out, since Facebook began testing home screen ads in Messenger in Australia and New Zealand recently. The ads they began testing are card-style messages featuring a link and image. And given their size, they are hard to miss. It remains to be seen whether Facebook will offer these particular ad formats to all advertisers or if users will rebuff them. But as the app swells beyond 1 billion active users, you can bet more ad format tests and rollouts will be on the horizon. — Engadget

Snickers and Hyundai go real-time for the Super Bowl

The live-streaming trend continues as brands seek ways to earn eyeballs for their ad breaks. Snickers has announced they will film and air their Super Bowl spot live in the third quarter. They will also live-stream content 36 hours before the game on snickerslive.com and Facebook. Hyundai won’t quite be live, but plans to create their spot during the game to be aired immediately afterward. Target has previously had success with live commercials during the Grammy’s featuring both Imagine Dragons and Gwen Stefani. But this will be the first time live commercials are run during the big game, and given the high stakes, it remains to be seen whether the extra effort will pay off. — Money

McKinney