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Be in the Know: Updates From Snapchat, Twitter and Instagram

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Snapchat Switches Focus to Smaller Businesses and On-Demand Geofilters

While Snapchat’s sponsored lenses were targeted to large brands and came with six-figure pricetags, the platform has been pitching On-Demand Geofilters to smaller businesses to continue growth following last month’s IPO. Brands that buy in to the year-long commitment can choose between unlimited creatives and receive view and use data for their filters while spending a fraction of the cost associated with sponsored lenses.

Twitter Expands Pre-Roll Video Ads to Periscope Content

Twitter has announced that pre-roll video ads will now be made available on Periscope content – both live and replays. This update provides advertisers with a new way to use live and on-demand video to reach audiences in relevant moments. Publishers will maintain control over ad placement. Twitter explains: “Pre-roll ads on Periscope video enable brands to marry their message with specific broadcasts from creators and publishers.”

Instagram Blurs Sensitive Content, Offers Two-Factor Authentication

Instagram has added a blurred screen with a “sensitive content” warning overlaid on specific posts that have been reported and deemed offensive or disturbing to some viewers. While these posts are not violating Instagram’s guidelines, the platform added this feature as part of the its pledge to foster a safer and kinder social community by reducing unwanted user experiences. Additionally, Instagram has added an extra layer of security to the app by enabling two-factor authentication – the option to require a code on every login – to all users.

Lauren Switzer is an assistant account executive with Edelman Digital in Seattle

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