United Bi-weekly Social News

Twitter Unveils Ad Carousel Featuring User Tweets

What happened?

  • Twitter is testing a new ad united that allows brands to leverage both user tweets as well as their own in a carousel format
  • Brands will need explicit user permission to use users tweets
  • This is limited testing to select accounts at present


Why?

  • Twitter claims users provide brans with an authentic form of advertising – think word of mouth social recommendations


Opportunity for United?

This unit will be interesting to consider for December once Polaris is fully available, it will provide a unique way to incorporate user experiences into product messaging. This unit will also be useful for future product launches, route launches and sponsorship opportunities.


Link: http://bit.ly/1PgmJzn

Your Instagram Feed Is Going To be Shown Out Of Order From Now On

What happened?


  • After testing an algorithmic feed with a small percentage of it’s user based over the past few month, the much talked about Instagram algorithm is going to roll out.
  • What you see will be determined by:
  • The relationship between you and the person or company
  • Timing
  • Likes and comments
  • Direct shares
  • Profile searches



Why?


  • On average people miss about 70% pf their feeds and through testing the new algorithm, Instagram says people are “liking photos more, commenting more and generally engaging with the community in a more active way.”



Opportunity for United?

It will be interesting to watch the algorithm changes to see if there’s a spike in engagement or a stronger aviation community formed.


Link: http://read.bi/1PF2Ebp

Convergence of Fashion and Travel Leads to Rise of Micro-Influencers on Instagram

What happened?


  • Many travelers look to social media influencers that travel brands work with for trip inspiration and advice.
  • But increasingly, they also view themselves as influencers within their own groups of friends and followers and seek this recognition from brands.
  • Research from Chute, a social media company helping travel brands found that fashion is helping fuel this trend.
  • Some 1.3 million of the 56.8 million travel related Instagram photos shared from June 2015 to March 2016 include hashtags related to fashion and travel
  • Fashion and travel accounted for hundreds of thousands of more photos than food and travel-related photos, for example, with the latter accounting for fewer than 900,000 photos shared during that period.
  • There is a growing shift to a trend called the micro-influencer, people with more of a niche community. They may not influence millions but their influence feels more one-on-one to followers.


Why?


  • Brands can benefit from working with micro-influencers because they already love the brands and they are not as costly as “celebrity” influencers on various platforms
  • Millienials (ages 18-34) are the largest audience on Instagram
  • Because micro-influencers tend to be more localized, their content is likely perceived as more effective. Larger influencers’ content may not be as influential as brands once believed.
  • Only 9% of millennials feel influencers’ content is the most inspirational when planning a trip, with more than 50% saying “authentic photos and videos” resonate the most, according to another report from Chute.
  • An example of travel converging with fashion and growing communities:
Conde Nast Traveler worked with GAP and LustForLife on #nothingbutdenim

in April and saw a 41 percent increase in followers. “The posts we ran for the

campaign focused on the inspiration around people or a place and it allowed CNT to

find a new audience to convert because they overlap with LustforLife’s community.”


Opportunity for United?

United can consider working with more micro-influencers to join travel conversations across Instagram. Considering plays with fashion in various destinations can also expand the #luxury community and connect United with travelers who will seek experiences like Polaris. As United strives to connect with ESTs understanding the types on content they consume is beneficial and may result in considerations to slightly alter Instagram strategy. Looking for ways to infuse aviation with travel photography and local fashion can potentially grow community.


Link: http://bit.ly/1OeAaF2