Twitter introduces exclusive spaces for ‘Super Followers’
Back in September, Twitter launched its ‘Super Followers’ program, where engaged followers can subscribe to their favourite creators for a small monthly fee in return for exclusive bonus tweets. It now appears that Twitter is adding a new feature, spaces for super followers only, giving creators a new way to connect with their supporters through live audio.
Why is this important?
Super Followers has been a tough sell for Twitter since its roll-out in September, with a limited number of accounts able to access the feature, alongside the fact that it’s asking for payment for something users are essentially already getting for free. Twitter will hope that by expanding the feature, more users may be willing to subscribe for these more exclusive benefits, and in turn, creators will be more inclined to make use of and promote it.
Google’s My Ad Centre lets users control their ad experience
A sleek new My Ad Centre experience was announced today at Google’s annual I/O event. It provides users with a handful of options to control the messages being served across selected Google properties. Users will be able to dictate which brands and topics they like and the amount of personalisation they are comfortable with for their ad customisation. Privacy has been the core issue over the last few years. While Google has focused on offering a variety of solutions, many times they’ve been somewhat hard to navigate for the unskilled user.
Why is this important?
My Ad Centre looks to be Google’s best effort yet on privacy control. Not only will users be able to see why items are serving from the centre, but also from within ads themselves. Most importantly, users will get clarity into who is paying for the ad being served. If you are an advertiser currently trying to hide your information and fly under the radar, look elsewhere as your days are numbered on Google properties.
Channel 4 and YouTube extend content and commercial partnership
Channel 4 has made the decision to make a variety of shows available on Youtube across the UK and Ireland. This is an extension of Channel 4’s strategic partnership with the entertainment platform.
Channel 4 is hoping that the decision will continue to accelerate digital growth, reach young audiences, increase new revenue streams and build strategic partnerships to complete more efficiency.
Why is this important?
The partnership will allow C4 to generate new revenues and support the broadcaster’s ambition to scale the C4 brand on the platform. It will mean Channel 4 is able to engage a wider audience through the enhanced reach and digital scale of Youtube, combined with the dynamism of the C4 brand.
Campaign of the Week: McCann's musical-inspired animation gives all the feels
As part of their work for The Laura Hyde Foundation, McCann Health London have launched an emotional animated ad that focuses on the range of feelings experienced by healthcare workers on a daily basis. The ad features an animated character for different emotions with hints to Disney's Inside Out.
The ad contains emotive music as it shows particular negative emotions that may be felt by healthcare workers. Due to the impact of Covid-19 first responders are at greater risk of mental health issues. The Laura Hyde Foundation provides mental health awareness and support for medical and emergency services staff #FeelYourFeelings
