After a brief holiday, welcome back to The Watercooler, issue 24, and the first of 2015!
Every week, LMTD picks out some of the most interesting digital and social media stories making waves around the web, to keep you up-to-date with developments in the world’s most exciting and fastest-growing industry.
Something else you’d like to see? Let us know at firstname.lastname@example.org.
The new Avengers trailer debuted last week, and it was an exciting event for more than one reason. Not only does Marvel’s latest blockbuster look unmissable, but the trailer’s simultaneous release across two platforms gave marketers something of an insight into just how big Facebook video has become – and how worried YouTube should be.
While the video has been viewed more often on YouTube (7.5 million compared to 5.4 million), it’s telling than an TV ad placed during the college football playoff championship game in the US directed the audience to view the video on Facebook.
The reason? Facebook was already the place to go for conversation about the game. Tying the release to an event in real time meant the ability to share quickly – and in context – was more important than hosting on the more established platform.
So while the numbers mean YouTube obviously isn’t going anywhere anytime soon, it’s clear marketers looking to up their video game will start looking to Facebook for their audience. Will this mean the video giant reevaluating the social aspects of their platform? Or will the rising popularity of Facebook video mean more changes to how advertisers deal with Zuckerburg and co? It’ll be exciting to find out!
Turns out it isn’t just current and potential employers who are keen to keep an eye on your social activity — soon banks could be too.
At least that’s the aim for start-up Lenddo, who have developed an algorithm for determining a customer’s suitability for receiving a loan based on their social footprint. Whether it will prove a hit with the world’s big financial institutions remains to be seen; they are, after all, increasingly risk-averse following the financial crisis and their subsequent global PR battering. Can your social activity really determine whether you can (or will) repay a loan?
Without too much information on how the algorithm works, it seems that Lenddo are making a value judgement on your character based on your online activity. For them, the things you post and share with friends, the people you connect with and the social networks you use can help develop a picture of you as a person, which can then form the basis for important financial decisions.
This sounds pretty outlandish (although not the most outlandish – fellow start-up Cignifi is attempting to judge loan risk for borrowers by analyzing their mobile activity), but with more and more of our lives lived out online, and our actions there leading to very real-world consequences (like jail terms for trolling, etc.), is this simply the next logical step?
Even if you think you have your social media targeting right, and you know where your female demographic goes to consume news or shop, take a minute to check out these interactive data visualisations. With tumblr and Snapchat leading the way in a skew towards female users, there are plenty of surprises!
This week’s social media news, features, changes and updates: