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a lack of measurement data, disinterest among social media celebrities, confusion about the platform, and general indifference towards advertising agencies — are leading more of their clients to abandon it.

Trend Pie's Ricci said. Out of 100,000 "views," he estimated only 1 percent actually saw the ad.

"Instagram is built for finding what you don't follow easily, Snapchat isn't. If Snapchat can figure that out, that will help, because why make content people can't find?"

When Snap went public, he noticed a rush of influencers asking them to include their Snap accounts as available for advertisers. Since then, many have abandoned their accounts to focus on more lucrative platforms

Facebook has been quite open about the fact that it is targeting Google’s DoubleClick display ad business with this move

Snapchat's focus on "sound-on" video ads has been appealing to its entertainment clients.

The behavior on the app is very different as you want to focus more on shorter content, whereas on Instagram, people tend to watch longer videos."

Snapchat says its vertical video ads are "as good as television" — and in some ways better — because users can choose to skip ads, swipe up to interact with them, and advertisers can use more granular targeting than TV. But with AdAge reporting in November that the average Snapchat video ad lasts less than three seconds and Snapchat counting a video "view" as soon as the video opens, it remains to be seen whether its ads are more effective than those on TV

“The providers of social networks are responsible when their platforms are misused to spread hate crime or illegal false news,” German Justice Minister Heiko Maas said in a statement. The proposed law would apply only within German borders. But Maas said Wednesday he would press for similar measures across the European Union. A number of European countries have also sought to counter the fake-news scourge. The Czech Republic recently inaugurated a special unit charged with denouncing false reports. Should the German measure become law, however, experts say it would amount to the boldest step yet by a major Western nation to control social-media content. Depending on how obviously false or illegal a post is, companies would have as little as 24 hours to remove it.

In addition to fake news and hate speech, the draft bill would target posts seen as inciting terrorism or spreading child pornography. Officials have cited a surge of hate speech across the Internet as a major factor behind the rise of far-right violence in Germany, including arson attacks at refugee centers and assaults on police officers.

One of the companies most affected by the bill is Facebook, which has sought to sidestep such laws by taking voluntary measures to curb the spread of fake news. The company echoed concerns that the bill would wrongly foist upon corporations a level of decision-making on the legality of content that should instead reside with German courts.

Rather than setting a new standard, officials also say they are simply forcing social-media outlets to comply with existing laws governing hate speech and incitement in Germany. Incitement and defamation laws here are far broader than in the United States; for instance, laws on the books forbid defaming German leaders and make denial of the Holocaust a crime.

Brands must embrace customer driven publishing techniques to scale their own engagement and utilize intelligence to drive higher call to action responses. There are several examples of content recommendation and discovery platforms. You may have seen them on bottom or right sides of sites, labeled “Sponsored”, “Content Found for You”, or “You Might Also Like”.

Companies like Outbrian, Taboola and Zemanta all provide content fracking techniques over some of the biggest publishing networks. Here is a list of the top platforms, ranked by market share (based on LeadLedger analysis). OutBrain Taboola NRelate Zemanta Disqus Scribol ShareThrough

Lets call this relationship “author alignment”.  When you get it right, you will occasionally get unicorns.

we provided our creators with the opportunity to earn royalties of $0.10 to $0.50 for unique visitors they moved to our branded sites over a three month window, with a cap on total performance.

Given incentives, the average influencer moved an average of ~500 additional monthly visitors to their content.

It became clear that one secret of the unicorns, the most effective and consistent influencers, was creating a kind of promotional permanence.

“being huge on Twitter” doesn’t truly equate to influence. The ephemeral nature of social media, and the incentives of the social media platform owners, means that even the biggest social media audience doesn’t  translate into an audience for the content an influencer creates. Promotional permanence is what drives outsized results, which means alignment is critical.

intangible incentives such as Autonomy, Reputation, and Mastery are fundamental to creating content that rises above the merely “good enough” for influencers

we have found that “unpaid influencer” costs often outpace the costs of the compensated approach due to missed deadlines, recruiting challenges, concessions to author autonomy, and mismatched expectations about the value exchange..

once tangible incentives are involved,  intangible incentives tend to be quickly forgotten.  Once a price is established, many marketers ignore intangibles completely, assuming the relationship more closely resembles the paid freelancer.

we have found that combining tangible and intangible incentives leads to a result that delivers substantial incremental value (an audience worth $200-$400 per article) over 90% of the time.

it’s a social media cul-de-sac since there are no outbound links. Content goes in, nothing come out. And of course the content isn’t searchable, so even if you have a snappy success, you can’t build on that win and amplify it into the future.

Early research also shows that Snapchat ads are ineffective. A study by Digiday showed that more than 90 percent of Snaphchat users abandons a 10-second ad in the first second

nappers love this app for self-expression and connecting with friends — not for following company accounts (less than 1 percent “sometimes” watch branded Snapchat stories). If Snapchat makes its platform more business-friendly, it risks losing its appeal.

Some brands are creating buzz by adding “Easter eggs” to the platform. An Easter egg is an inside joke or hidden feature. Here are some interesting Easter egg case studies in a post by Ryan Hoover.

If your core demographic is under 30, you probably have to figure it out and maintain a presence even if the business benefits are unclear right now.