What We’re Reading: Snapchat goes public, but long-form storytelling isn’t going away

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It was a big week for Snapchat, as the social platform went public this week. Naturally, that spurred another wave of stories about how we’re using the short-form, visually focused platform. In the midst of that news, we also found some great insight about why long-form social content still has a place in this day and age — a surprisingly big place, in fact.

Snapchat

Wall Street Journal: Snapchat Goes Public — Then Goes Gangbusters

Over the course of just one day on the open market, Snapchat shares went from $17 to $24.48 — a hefty increase of 44 percent. It makes this the largest initial public offering for a digital company since Chinese e-commerce company Alibaba’s IPO in 2014.

AdAge: Snapchat Widens Appeal Beyond Teens

With a sale that big, it means Snapchat isn’t just for the kids anymore. Market research projects 70.4 million Americans will use Snapchat in 2017, up from June predictions of 66.6 million. The largest user base is still ages 18 to 24, but an estimated 6.4 percent of users will be from 45 to 54 years old, over 2 percentage points more than previously projected

Storytelling

Buffer: A Guide to Storytelling on Specific Social Platforms

Whether it’s posting an entire documentary on Facebook, creating a full narrative in the caption of your Instagram post or making the most of a tried-and-true tweet storm or the still-relatively-new Twitter Moment, more and more brands are finding success with long-form storytelling — even in an era when attention spans seem to be shortening.

B2B Social Tips

eMarketer: Why B2Bs Must Get More Social

Social media is often thought of as a downstream method to share content with customers. However, using it with an upstream approach for persona analysis is proving to be more valuable for B2B marketers.

SmartBrief: 6 Steps to Reaching B2B Buyers with Quality Content

When it comes to creating content for B2B buyers, customers tend to want concise, practical content that offers credible, neutral information, provides research and benchmarks, includes stories from peers and (maybe most importantly) ditches the pitch. Good content is your pitch; not a cheesy sales line.

On the Blog:

Project Highlight:

tennyson-annual-report-2014-featuredTennyson Center for Children | Building a Better Annual Report – TCC presented CenterTable with the task of reinventing the design of its annual report to be more visually engaging. While previous annual reports successfully presented the facts, the redesigned report resonated with readers and helped TCC share its story in a much more compelling way.

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