Eric Fulwiler is a sought-after expert, contributor, and speaker on key developments in and on the future of social media and communications. He is Vice President at NYC-based VaynerMedia – a social media-first digital agency.
***Eric Fulwiler will be among speakers from around the world at Native Advertising DAYS from 8-10 November. As a member of FIPP, you are entitled to a discount of €100 on the ticket purchase to the Native Advertising DAYS event by using the promo code FIPP17. Get your discounted ticket here***
Snapchat continues to be a platform with heavily underpriced attention. Even with some of the ground Instagram has made up by replicating some of Snapchat’s functionality, the truth is Snapchat is still a top 5 app for millions of people. Every publisher and brand should be thinking through whether a Snapchat strategy is right for them, but it’s important to make sure you understand the native context of how content is consumed, how and why people use the app, and what ad offerings exist.
Not executing well enough. Too many people are reading headlines and only have a very basic, high-level understanding of the platform and how it works. Brands and publishers need to get their hands dirty and build a first-hand, practitioner-level perspective on the functionality and capabilities. You can’t treat social as one channel with one creative or media approach – you need to understand each platform natively.
I’m not a financial markets expert by any means – but I do know that Snapchat continues to be a staple of social and mobile life for SO many people. That cannot be ignored. Now, I think it’s safe to say Snapchat is in a very different spot now compared to 4-6 months ago…Facebook and Instagram have offered similar functionality and experience, which seems to have slowed some of Snapchat’s momentum. So now it’s all about how they’ll react to the challenge and the competition. It will be interesting to see where Evan Spiegel and his team take the company and brand in the next couple years and how they try to differentiate from Facebook and Instagram.
Understand the platform on a practitioner level. Get your hands dirty and spend time playing with, using, consuming and engaging within the apps and channels you want to be marketing on.
Anyone who cares about reaching people under 35 years of age in today’s world, needs to understand Snapchat. And a basic, general understanding will not cut it. Plenty of brands and publishers are missing their full potential with Snapchat because they don’t understand the nitty gritty of best practices for content and ad buying. I’ll be packing all that knowledge, plus some tips/tricks that work for us when activating for our Fortune 500 clients, into a 30-min chat.
Seeing the other panellists! Also, hearing people’s questions – the best way to get a pulse on where people are it in their understanding and practitionership.
***Meet and hear more from Eric Fulwiler at the Native Advertising DAYS in Berlin. Register now using your FIPP member promo code FIPP17 to receive a discount of €100***
More like this
In this very special episode of Media Voices, the team discusses the conflux of news about BuzzFeed, Vice, Mashable and many more and ask whether the dream of a digital future for publishers is over before it began.20th Nov 2017 Insight News
The Native Advertising Institute just held their third annual Native Advertising Days Conference in Berlin, where the world’s best thinkers and practitioners of native advertising came together to share their insights. Here are 10 of the top tips.17th Nov 2017 Insight News
A growing middle class in China with a high propensity to shop for foreign brands is helping to drive up spending on goods bought outside of China, according to eMarketer’s cross-border ecommerce spending forecast.15th Nov 2017 Insight News
GroupM’s new State of Video report offers an insightful look at the business of television and video.15th Nov 2017 Insight News
Recently, there has been a period of time where there was somewhat of a slow-down in international brand activity as companies focused on shoring up their bases. However, this year we have seen an increasing number of reports surfacing about media companies adopting a more global outlook again – at least in certain segments. Does this mean a renewed focus on brand licensing, and in what form? And what is the outlook as we head into 2018?13th Nov 2017 Features
CDS Global and Zeddit announced a strategic technology partnership in the UK and Australia to provide advanced subscriber conversion capabilities for print magazine publishers. The partnership will focus on improving the conversion of visitors to magazine websites into subscribers for CDS Global clients.13th Nov 2017 Industry News
One of the biggest drives for publishers in the past decade or two have been transitioning their print content to digital. For some it is all about maintaining the magazine's brand essence online, yet others have enjoyed success in amalgamating print publications to create new web first brands.13th Nov 2017 Features
Publishers’ growing urge to be platform agnostic needs to be balanced by focussed efforts to ensure content remains platform specific.13th Nov 2017 Features
Deborah Joseph is appointed chief content officer of Glamour, a new position created to lead the vision for the beauty-first, digital-first media brand, it was announced today.16th Nov 2017 Industry News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next