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Brand Safety at Fullscreen Thanks to the Google and YouTube controversy, 2016 became the year that brands finally got #woke to the idea brand safety. Before that, brands were hyper-focused on reach, i.e. ecstatic that video drove a million views, but oblivious to the fact that it played before an extremist ad. Yikes. Fast forward to 2017 and brands are starting to ask the right questions about a changing digital environment, but pulling millions of dollars of digital campaigns off YouTube or any other platform, is definitely not the answer. The issue is that there isn’t one answer and it isn’t cut and dry. […]

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Archivable Instagrams: What It Means For Your Brand In the era of crafting your personal online brand, Instagram has become the go-to vehicle through which people curate their ideal selves. Unfortunately, as a result, it is difficult for brands to encourage users to organically share their branded content on Instagram. Users are hesitant to disrupt their online identity branded content, especially when they aren’t getting those #SPON and #ad dollars. Consumers obsess over their representation via Instagram profiles, so how can brands tap into user generated content without being invasive? Two recent updates to the platform may have the answer: Interactive Stories and Archivable Posts. First of all, […]

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Growing GE’s YouTube Channel: Engagement & Subscriber Acquisition BRIEF General Electric (GE) planned and produced a TV series called “GE In The Wild” to drive awareness of GE’s position as a leader in the tech-sci space with regards to their technologies, employees and partners across eight industries. PROBLEM The goal was to drive awareness of GE’s position as a tech-sci leader influencing and guiding the way with their technologies, employees and partnerships across eight industries. The aim was to reach three key audiences, each of which had desired actions and some of which are notoriously difficult to identify and reach –  business decision makers, potential investors and STEM […]

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FULLSCREEN ORIGINAL RESEARCH RESULTS ARE IN GEN Z ACTUALLY WANTS YOUR BRANDED CONTENT, SOCIAL FIRST IS PREFERRED & INFLUENCERS ARE STILL CELEBRITIES Born from YouTube and built by influencers, Fullscreen is a place where connections between creators, fans and brands thrive. We are an epicenter of connectivity, fueled by a 24/7 social feed. With this in mind, we set out to conduct original strategic research to achieve an even deeper understanding of how the youth audiences we engage with on a daily basis feel about themselves, the content they consume, and their relationships with brands. In March of this year, we partnered with Leflein Associates to […]

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Instagram Stories: Filters, Hashtags, Tools, & More This morning, Instagram announced four new features for stories: face filters (like Snapchat), clickable hashtags, reverse video, and an eraser tool. We did our reading and research so you don’t have to. Here’s the full breakdown of new features, the initial response, and what it really means for social strategy. WHAT IS THE UPDATE? Face Filters: Instagram Stories now provide users with the augmented reality filters that Snapchat uses. From a butterfly crown to airbrushed makeup, IG Stories now offers the exact features as Snapchat. Clickable Hashtags: The biggest UX change, most authentic they announced this morning is the ability […]

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YES, I WORK IN SOCIAL Yes, I work in social. For those of us who do, the response we generally get from those who don’t, typically falls into one of the following: So like, PR? That’s cute I can’t believe that’s a job I hate millennials Ugh, you and every other girl on Bumble. If you’re anything like me, then, depending on your mood and competitive nature, you may proceed to explain how social is literally driving cultural change, movements, brand perceptions, and like, SALE$ . Real talk: you may want to think about how what we, social experts, do affects customer loyalty and influences […]

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ANNOTATIONS: IT’S NOT YOU, IT’S US (ACTUALLY IT’S YOU) YouTube annotations have been by our side since before we can remember, but on May 2nd we have to say goodbye. We’ve accepted them for who they were – slightly annoying and desktop-only – and have been there for their ups and downs, helping creators and brands control the user experience on YouTube. Annotations touched all of us at some point (unless we only watch YouTube on our phones), whether encouraging us to subscribe, leading us to another video, or compelling us to go into our settings and turn them off. While annotations were beneficial to creators, themselves, many viewers […]

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Brands Fighting New Battles on New Fronts Abraham Maslow said in 1966, “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” Maslow wasn’t predicting the state of agencies 50 years in the future — but his observations about the human tendency to keep using the tools with which we’re most familiar holds true. As traditional advertising agencies and media companies face the changing needs of brands in the social age, many are struggling as they attempt to use the tools of the past. Fullscreen is an outsider –– in both the worlds of […]

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HOW TO USE SOCIAL MEDIA FOR CUSTOMER SERVICE Social media is quick, easy, and accessible. With its real-time nature, brands are increasingly using social media for customer service, and customers are increasingly expecting timely responses. While it makes sense, it is important to remember that customer service and social media are separate entities. Monitoring engagement is a huge part of a successful social media strategy. When it comes to customer service, it just as important to converse with those who engage negatively with your content, as it is to respond to those advocating for your brand. Companies need to tactfully interact with each person in a transparent way […]

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