In this new series, What’s Trending?, Dan Wilkinson, our Social Media Lead in SapientNitro Australia, compiles a list of what’s hot in social media down under. This edition features highlights looks at videos on Periscope, taking a stance to celebrate pride and AutoPlay videos on Facebook, and new carousel ads from Instagram.

1. WHAT’S TRENDING?
What’s Hot in Social Media?
DAN WILKINSON
Social Media Lead
Australia
@hotndelicious
First Edition

2. 2
PERISCOPE IS EMERGING AS THE LATEST GLOBAL
SOCIAL MEDIA PLAYER
WHAT IS IT?
Twitter-owned Periscope App is a cutting-edge social
media video streaming tool.
• Followers can join video stream as it’s happening.
• User Engagement.
• Tapping mobile screen = love hearts ❤❤❤❤❤
• Joining users can ask questions – Q&A options.
• Available online for 24 hours only.
(Brands can save content to repurpose later).
• Used by sports teams, musicians, celebrities and
brands.
Stream exclusive video footage
live as it happens.

3. 3
OPPORTUNITY
Utilize Periscope with exclusive content with
partnerships including influencers and live streaming
from brand events.
e.g. Backstage at brand TV partnerships, key brand
activations/events, influencer content.
Stream exclusive video footage
live as it happens.
PERISCOPE IS EMERGING AS THE LATEST GLOBAL
SOCIAL MEDIA PLAYER

4. 4
Facebook creates the Marriage Equality
tool which spread like wildfire.
FACEBOOK – CELEBRATE PRIDE
https://
www.face
book.com/
celebrate
pride
WHAT IS IT?
Facebook’s “Celebrate Pride” application launched to
mark U.S. Supreme Court ruling for same-sex marriage
equality.
Users were able to add rainbow effect in seconds to
show support for Marriage Equality.
Adopted by gay and straight people around the world.
Facebook Newsfeeds became a blur of rainbows for 4-5
days.
• Topical/Current Events.
• Easy to Execute.
• Eye-catching.
• Consumers adopted like wildfire.

5. 5
Facebook creates the Marriage Equality
tool that spreads like wildfire.
FACEBOOK – CELEBRATE PRIDE
https://
www.face
book.com/
celebrate
pride
Facebook’s “Celebrate Pride” application launched to
mark U.S. Supreme Court ruling for same-sex marriage
equality.
Partner with Facebook to create user-friendly tools
when launching large scale campaigns around Topical
or Current Events (Easter, Christmas, political events,
profile product launches to create a stir).
OPPORTUNITY

6. 6
Thumb-stopping Brand Techniques to
stop consumers in their Newsfeed.
BRAND TACTICS TO BOOST
AUTOPLAY VIDEO ENGAGEMENT
Now that Video Autoplay is a standard feature on both
Facebook and Twitter native video, brands are
employing tactics beyond concise copy and colourful
content to stop consumers in their social media
newsfeed.
Over the past month, both Kraſt Nuts Spreads
(Facebook) and Kit Kat (Twitter) and have used distinct,
eye-catching movement at the very start of auto-play
videos to attract the attention of users scrolling
through their Newsfeed. These include waving at the
camera, flashing copy and animation techniques like
the Kit Kat example, which made consumers look like
their screen was cracked.
WHAT IS IT?

7. 7
Thumb-stopping Brand Techniques to
stop consumers in their Newsfeed.
BRAND TACTICS TO BOOST
AUTOPLAY VIDEO ENGAGEMENT
While brands do need to think carefully about how
they execute with this tactic (annoying elements like
flashing copy can be actually disruptive to the user-
experience), they are a wonderful tool to entice user
engagement.
CREATIVE INSIGHT

8. 8
Improve ad performance during content
creation – user experience first.
INSTAGRAM CAROUSEL ADS
LAUNCH WITH MCDONALD’S
Over the past month, Commonwealth Bank,
Woolworths and McDonald’s have launched Instagram’s
latest feature the Instagram Carousel Photos Ad
Product in Australia.
This content has been created with the user Newsfeed
experience in mind:
• Newsfeed images - logo displayed in context.
• “Ad-style” content only introduced once consumer
clicks to “Learn More”.
• Consumer is kept within the platform once he/she
clicks-through.
WHAT IS IT?
Stage 1: Carousel of images in Newsfeed.

9. 9
Improve ad performance during content
creation – user experience first.
INSTAGRAM CAROUSEL ADS
LAUNCH WITH MCDONALD’S
Prioritising consumer experience increases the
likelihood of user engagement and reduces the
likelihood of backlash.
CREATIVE INSIGHT
Stage 2 – Learn More: Announcement/Special Offers.

10. © 2013 SAPIENT CORPORATION | CONFIDENTIAL
DAN WILKINSON
Social Media Lead
Australia
@hotndelicious