DIGITAL MEDIA DIGEST: JUN ‘19
A monthly look at the world of digital from NORTH’s point of view
A Guide to Facebook’s Political/Issues-Based Ads Authorization Process
By Caroline Desmond, Director of Media Strategy
In April 2018, Facebook began requiring U.S. advertisers to complete an authorization process for “ads about social issues, elections or politics.” In a Facebook for Business post on the subject, Facebook states that its objective for this process is “to increase ad transparency as part of our election integrity on Facebook and Instagram.”
Once ads are authorized, Facebook adds a disclaimer that shows who paid for the ad. Authorized ads can be stored in the Ad Library for a period of up to seven years. The current list of impacted countries subject to the authorization process can be found here. Here’s an example of what an ad sporting the new disclaimer looks like:
While it is clear that political advertisers must complete this process, what may surprise you is the broad definition of “issues-based ads.” According to Facebook, even ads discussing “values” will trigger the issues-based ads authorization requirement. This is significant given more brands are leveraging values-based messaging and corporate social responsibility to differentiate themselves in the market.
As one author noted in a Forbes article posted earlier this year, “one of the key shifts we’ve seen in recent years is a move toward ‘values.’ . . . It’s a shift that has been accelerated by the current political climate, in which companies have had to publicly stand up — both individually and collaboratively — for values like inclusion, empathy and environmental preservation in the face of questionable policy decisions.”
For reference, Facebook has posted an initial list of top-level issues that will require advertiser authorization and labeling for ads targeting the U.S. here. Please note, the list of qualifying issues may vary depending on which country an advertiser plans to run ads in.
For the uninitiated, the process required by Facebook can be tedious, and Facebook has developed a Blueprint training course to help.
At a high level, this is the process:
- First, page admins and ad account admins have to confirm their identity. To do these, Facebook requires submission of a government-issued ID along with a residential mailing address for verification (cannot use your business address).
- Facebook will confirm each address by mailing a letter with a unique access code for each admin seeking authorization.
- The page admin must complete a second step once their identity is verified. This involves linking the authorized page account to any ad accounts that will run “ads about social issues, elections or politics.”
- An ad account admin who has verified their identity can then create ads in the ad account linked to the authorized page account.
- When creating ads, the ad account admin just has to check the following box:
One thing to note, that is not as clear based on Facebook’s guidance is that each person creating ads on behalf of an advertiser is required to complete at least the identity verification portion of the authorization process.
Video Gaming: The “New” Social Media
By Izzy Kramer, Media Planner
I am a gamer. I play video games almost nightly. I attend video gaming conferences at least twice a year. And I deem my Nintendo Switch as my most prized possession. I am, by definition, a gamer. So, when I see headlines about Netflix and Apple stepping into the video gaming category, it certainly grabs my attention. But while I have an organic interest in video games, that doesn’t mean that these headlines should go ignored by those who don’t. In fact, video gaming is looking more like the future of digital marketing.
First off, Netflix is adapting their shows into video games in hopes of promoting their streaming video content. They first tried this for the second season of Stranger Things and, after much success, are back at it again for the third season as well as for the reboot of Dark Crystal. Though this may just seem like basic merchandising (plenty of movies and TV shows have been made into video games, like these gems), what’s different about Netflix is how they are establishing their brand in the video gaming community. Netflix announced their upcoming video game efforts at this year’s E3. E3 (The Electronic Entertainment Expo) is the largest video game trade-event seeing between 70,000–80,000 annual attendees. To put that into perspective, the most attended Super Bowl saw 103,000 attendees. And the Super Bowl is just one evening. E3 spans three days. That a lot of nerds.
As for Apple, they are doing something even bigger. At their 2019 Special Event, they announced their new gaming subscription service, Apple Arcade. Apple is working with game developers to offer a platform to stream and download games. By working with well known developers, such as Lego and Sega, as well as some big trade names like Annapurna and Blowfish Studios, Apple is wedging their foot into the door of the video gaming industry. They’re gearing up to take on the likes of Steam and Epic, two of the largest online distribution platforms (you might know Epic from a little game called Fortnite. More on that later.) Including their partnerships with 35+ game developers, Apple Arcade will also allow subscribers to jump from device to device and will offer family packages. This in turn puts Apple in a position to expand the reach of video gaming, making a hobby for the few into a pastime for all.
While headlines have been buzzing about the latest news in video streaming services, I have found it odd that there has been only a few peeps from Netflix and Apple. Now I know why. While major networks and other streaming services are busy playing with the usual building blocks, Netflix and Apple are over here playing with clay.
And of course it makes sense. Netflix and Apple are driving forces of innovation. Netflix started as a mail-order DVD subscription service that ultimately sent Blockbluster and the like to their demise to spark the Era of Streaming Video. Apple familiarized the cell phone and mobilized music. They made us all Think Different. They are innovation. All of that is to say, it is worth watching how these two companies are interacting with video games.
Especially when they have the numbers to back it up.
The National Research Group released a study at the beginning of June on the “need states, personal motivations, and communal benefits” of those who play… wait for it… Fortnite (told you we’d be back). This study supports that Fortnite has crossed over from video game to social media. Fortnite has “become the meeting place, messaging service, and increasingly central social gathering space for millions”, particularly for those under the age of seventeen.
According to the study “Fortnite has attracted more than 250 million users around the world” and of its audience of teen players “Fortnite is consuming…25% of their free time.” In comparison to the 17% of free time teens are devoting to all social media in total, this is colossal. Furthermore, those playing Fortnite “cite its social elements as the primary motivator for playing” saying “‘it’s the best place to be my authentic self and to connect to what everyone is talking about” while “making me feel like I’m not alone.’”
With that said, while Fortnite is a pioneer in multi-device gaming, I argue that online video games have always been the OG social network. Online gaming has always brought friends and other gamers right into your home with the ability to communicate directly all over the world. Fortnite has helped expand this network (as explained in our March Digital Digest) and has rightfully gained major popularity because of it. However, while Fortnite has been innovative, there are elements they can’t take credit for, such as: multiplayer online games, high speed internet, and AV equipment like mics, headphones, and webcams.
What this means for brands is there is an entry point to connect and engage with a younger audience in a space where they may be more willing to listen. Video gaming offers a connectedness and personalization beyond anything other social media can offer. Market research firm Mintel has described video gaming as having been the catalyst for “authentic connection in digital spaces, allowing users to express ‘who [they are] now’, and connect on a level that is more uncurated and unfiltered.” And above all, by nature video gaming is designed to be fun. Fun allows users to be more open to new experiences and brands to meet them there with out-of-the-box ideas.
Netflix and Apple are entering the ring with Epic, Steam, Blizzard, and Twitch. However unlike the latter gaming platforms, Netflix and Apple provide more mainstream brand recognition. Even your grandma knows what Netflix is and probably owns an iPhone. Mintel has been following this trend and found “many companies…from Google to Snapchat to Netflix…are looking to stake their claim in gaming. With the market expected to continually grow with both casual and dedicated gamers, many platforms want to be at the forefront of the new social connection activity.”
Fortnite has made gaming more accessible. Now Netflix and Apple are making video gaming more conventional. Gaming has been perceived as a fringe activity due to multiple barriers to entry, from expensive software and consoles to gender exclusion to the reputation that video games perpetuate laziness and violence. This perception is changing. Millions are turning to video games to connect with their people. Video gaming more than ever are becoming more accessible, glass ceilings are beginning to break, and overall biases are evaporating. Fortnite is not the “new” social network. Online video gaming has always been the social network. Overall, video games need to be taken more seriously by brands, especially if they want to reach a younger audience.
How to Tell Your Origin Story
By Lucila Cejas, Cultural Strategist
Who doesn’t love a good backstory?
Prequels, biopics, founder tales–it seems like origin stories are everywhere. While not a new concept (you could say the Bible is the ultimate origin tale), narratives that explore characters’ pasts are now at the center of culture and trending all over the world.
By framing up core values and motivations, backstories provide us with the context to better understand characters, thus allowing us to develop a deeper connection with them. Backstories are what makes the difference between a man dressed as a bat and an avenging hero scarred by his parents’ deaths.
Brands are no strangers to this device. For instance, Budweiser’s ‘Born the Hard Way’ is a tale of ambition, resilience, and the pursuit of the American dream. Though a bit romanticized and not entirely accurate, the story serves as an effective way to make the brand relatable. It takes us back to a time before shareholders and corporate interests to show us a man with a dream who built his company on solid values.
Every brand needs to tell its story–but it’s important to do it right. Making a video of your “About Us” isn’t going to cut it. Origin stories need to be impactful. So when you’re ready to do this right, here are a few things to consider:
What’s your story
- Tell the truth: Start with the real story. Many brands highly embellish their founder stories to the point of BS. In this day and age, this won’t do. You’d be called out in no time.
- Go deep: Look for footage, press coverage, testimonials–leave no rock unturned. You never know what you will find.
- Make a connection: Focus on the points of intersection between your brand and the people you are trying to connect with. What moments in your story will they empathize with? How can your customers see themselves through you?
How to tell it
- Keep your audience’s attention: You’re competing for people’s time, so make it short and sweet.
- Present quality material: Make something beautiful that people will want to rewatch and share. Even TV shows look like movies now, so you have to step it up.
- Focus on the experience: Think of alternative ways to tell your story besides that of the traditional ad. Are there elements to your story that can become an experiential pop-up?
What it will yield
- Respect: Sharing the hardships you’ve had to overcome will give people a deeper appreciation for your brand.
- Authenticity: Being transparent about your story will make you real. You’ll go from being merely a company to being a legit group of people driven by the same values.
- Pride: Understanding your original motivations and how they connect to who you are today can not only bring pride to your loyal fans but also to the people inside your company.
- Empathy: Making a true, emotional connection with your customers will take you beyond selling a product.
In this golden age of storytelling, origin stories are one of the most powerful devices you can use to connect with people. Go ahead and tell yours–but make it count.
