MERCADEO Versión en español
Snapchat and Facebook use data to offer their platforms to advertisers
Maye Albornoz| 15 de julio de 2015
Brands welcomed enthusiastically Facebook´s and Snapchat´s most recent updates, which allow their contents to have a relevant place in these channels in order to reach their audiences, while the platforms make an effort for the experience to be as natural as possible and also for it to mix with other contents chosen by users.However, this is a gargantuan effort, according to some analysts, who think that the fact that these tech companies harness user´s data to offer them personalized contents could generate the contrary effect if they use the tools excessively. Marci Troutman, CEO at SiteMinis, considers personalized contents to be the anchor that manages users to stay in an app and allows them to be profoundly enthralled, but they must be implemented cautiously: “Consumers must not feel that brands attempt to impose themselves, this is key to avoid losing them”. Snapchat´s solution to this dilemma was simple: although it added visibility to the brands´ icons in the Discover section by incorporating them in their main page, it also reduced their size and furthermore, it left the section operating in its previous location. On Facebook, users can now personalize their friends and the pages they want on the top part of their feeds. For Troutman it is rewarding that these companies are boosting marketing efforts with these changes. It now remains up to advertisers to manage to offer audiences the best experiences.
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