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B2B marketers, are we over the B2C envy yet?
We used to have a legitimate reason to be envious. B2C marketers got to be more creative, personal, emotional, and interactive. We were stuck with dry, logical appeals with no-frills presentation.
These days, though, B2B marketers can be just as dynamic and creative as our B2C counterparts. And we not only can, we should.
Yet we still hear that drumbeat: “B2B marketing needs to be more like B2C.”
Does it really?
I would argue yes, but only to a certain point. B2B is its own discipline with its own best practices. There are a few recent developments in B2C that we should borrow, but there are just as many strategies and tactics that don’t translate as well.
In the interest of continually evolving B2B marketing to be more sophisticated, more useful, and more effective: Here are five B2C trends to steal, and five to leave to our esteemed peers on the other side.
5 B2C Content Marketing Techniques to Steal — And 5 to Leave Alone
The central thesis for using B2C techniques in B2B is the realization that there’s no such thing as a “B2B buyer.” They’re not a distinct species. People are people, whether they’re at work or at home. As the lines between home life and work life continue to blur, that distinction gets even fuzzier. However, that doesn’t mean we need to take on B2C techniques that don’t work, or don’t work as well as what we’re already doing.
1 — Take a Stand
Historically, B2B brands have stayed out of broader societal discussions. This is a holdover from the idea that B2B marketing should be exclusively logical, dealing with facts rather than emotion, delivered in a neutral tone. After all, why should B2B buyers care if their cloud server provider supports Black Lives Matter? Why not focus on your solution’s speed, bandwidth and low latency?
Here’s why taking a stand matters: A recent study found that 77% of consumers buy from brands who share the same values as they do. Another global study found consumers are four to six times more likely to purchase, protect and advocate for brands who have a larger purpose. In this climate, a neutral stance is more risky than taking a principled stand.
We should point out that it’s not enough to talk about your brand’s values or put them in a mission statement. Consumers will be looking for consistent, meaningful action that expresses your values.
2 — Embrace Diversity
I’m old enough to remember the first TV ad with a gay couple, way back in 1994. The controversy was enormous. But Ikea weathered the storm and continued to push for diversity of representation in their advertising. Over time, the rest of media gradually caught up with them.
As a whole, B2B marketing hasn’t been as aware of diversity. How many old eBooks and white papers feature pictures that are overwhelmingly white and male? As the executive audience grows more diverse, we can’t afford the ongoing mental stereotype of a B2B buyer as a heterosexual, middle-aged white man.
As you select images for your marketing materials, look for the audiences you might be missing. We want people to see themselves in our content, recognize themselves as the target audience and be moved to action. If we fail at diverse representation, we’re locking out potential buyers.
3 — Be Visually Stunning
It says a lot to me that one common unit of B2B marketing is the “white paper.” What a bland and utilitarian thing — it brings to mind a list of features and benefits in black text on a plain white page.
There’s no reason B2B marketing shouldn’t be beautiful to look at. General Electric’s Instagram proves that you can find gorgeous imagery in the most industrial settings. Communication company (and client) Mitel draws you into their latest interactive guide with a fanciful futuristic home office.
In a quick-scrolling online world, brands need to have visually arresting content that grabs attention.
4 — Embrace Multimedia
Friends, Romans, B2B marketers, I come here not to praise the static PDF but to bury it. There may still be a place for old-school gated eBooks, but their role should be a lot less prominent in a modern marketing environment. We have the ability to create video cheaply and easily. We have live-streams and podcasts, countless platforms with a quick click-to-publish.
Our agency is seeing great success for clients with interactive assets like the Mitel one I linked above. Tools like Ceros make it easy for a designer to create something dynamic and engaging. What might have been just another PDF becomes an experience that unfolds, comes to life, and looks great on mobile and desktop alike.
At the very least, multimedia can serve to augment more traditional content. For example, our client Prophix turned a report into a long-scrolling, influencer-activated, bright and engaging power page. But they also provide a static download of the report in PDF form to cover all the bases.
5 — Get Personal
I can bring to mind a dozen B2C ads that have made me either laugh or cry. The same can’t be said for B2B. Tim Washer’s Fast Innovation and the Slow Waiter ads are funny, but I can’t think of many more examples of ads that moved me on a personal level.
We can’t afford to hold people at arm’s length anymore, focusing on just the intersection of our solution and their workplace. The thing is, work is personal. What we do for a living is tied up in our identity, our sense of self, our security, our families, and our future. B2B marketers should feel empowered to address all of those entanglements, a whole person rather than a “B2B buyer.”
Let B2C Keep These:
1 — Transactional Influence
Influencer marketing in B2C tends to be more of an endorsement model. Whether it’s Kim Kardashian hawking beauty cream, or a micro-influencer holding an energy drink, the focus is bringing an audience’s attention to a product.
For B2B, influence is more about providing value and building relationships. Influencer content shouldn’t be product-focused. It should be designed to highlight the influencer’s expertise, provide real utility, and strengthen the brand by association with credible and thoughtful content.
2 — Snarky Social Media
Look, I love the ferocious sarcasm of the Wendy’s Twitter account as much as the next guy. Ditto the absurd and frequently bleak Moon Pie account. But that type of attention-grabbing, potentially off-putting weirdness only makes sense when your product costs less than $10.
B2B content should be emotional, human, and even humorous, but it should always aim to provide value. Leave the roasts, call-outs and memes to our B2C counterparts.
3 — Vanity Virality
B2B marketing isn’t a numbers game anymore. It’s a relevance game. Would you rather have a million views on a video, but no conversions, or 500 views that lead to 100 closed sales? I don’t know many marketers who would pick the former.
Yet we still tend to measure effectiveness in terms of numbers rather than relevance. We know that hitting the right audience is better than hitting the biggest possible audience — it’s high time we quit chasing vanity metrics.
4 — Every Channel Advertising
Is your brand on TikTok? Instagram? Snapchat? LinkedIn? Facebook? Should you be?
Better question: Where is your audience? If you find that your most valuable decision makers are on TikTok, fire away. If you never get any engagement on Facebook, let it fade away. B2B marketers should feel free to focus their efforts where they’re getting the most results.
5 — Top of Funnel Focus
For many B2C brands, awareness is everything. Like the Moon Pie and Wendy’s examples above, it’s about keeping the brand top-of-mind for the next checkout-line impulse buy or fast-food lunch. You don’t see a lot of, say, 1500-word blog posts on why Wendy’s hamburgers are better than McDonald’s.
Even as B2B content gets more creative, emotional, and personal, we can’t let lower-funnel content slide. B2B solutions are rarely impulse purchases; we need conversion content as well as awareness-building content.
Let B2B Be
I’ll admit it: Every time I see an awesome B2C ad, I do feel a little twinge of envy. There’s a degree of creative freedom in B2C that will never fly with a big B2B brand. At the same time, I’ve come to appreciate how B2B content can be deeper, more meaningful, and more useful than a lot of B2C can aspire to.
So the next time you hear, “B2B marketing needs to be more like B2C,” take it with a grain or two of salt. As much as B2C gets the glory, B2B is its own discipline, and we get to blaze our own trail.
The post 5 B2C Content Marketing Techniques that B2B Marketers Should Steal (And 5 They Shouldn’t Touch) appeared first on B2B Marketing Blog - TopRank®.
Jumping on the “Stories” bandwagon, Spotify has announced Spotify Clips.On Monday, at its Stream On event, the music giant introduced Spotify Clips that are much like Instagram and Snapchat Stories.They will be available on Spotify playlists and let artists connect with audiences and fans in a new, different way.Stories are a temporary way to share photos and videos that automatically vanish after 24 hours typically.Without a doubt, users love this format simply because it provides them with a way to share moments from their daily life for a short time.Nevertheless, since these stories are more of a social media thing, on Spotify, they will act very differently, of course.It is unclear how artists will submit their stories content to Spotify Clips, but the company states that this feature will not be available for artists via Spotify, as they may have expected.Stories have played a vital role in expanding social media platforms’ daily active users.
Global tech market advisory firm ABI Research examined the current Augmented Reality(AR) market and identified 12 AR solution providers in both consumer and enterprise markets that are leading in their area of expertise through novel solutions.Hardware, software, and services all saw innovation during 2020, with exciting growth in content creation, ease of access and distribution, and consumption.“In the last couple of months, efforts from AR players have gravitated toward democratizing AR content creation, enriching capabilities, and simplifying distribution processes to empower creators and encourage the development of more efficient and realistic AR experiences,” says Eleftheria Kouri, Research Analyst at ABI Research.“The democratization of AR content creation not only expands the nature of AR use cases and decreases development costs but also builds a foundation for the next generation of AR devices.” Hot tech innovators include leading AR content creation tools such as Unity, Adobe, Snapchat Lens Studio, and Spark AR (Facebook).All are essential both for complex enterprise use cases such as 3D model visualization as well as consumer focused content like retail.Innovating in the retail space is L’Oreal.This pioneer in the cosmetic industry, has used advancements in AI and AR to turn the makeup virtual try on from a gimmicky concept to a decision-making tool.AR Quick Look is a feature of ARKit, which enables users to preview 3D models and place virtual content on any surface in any real-world environment that is recognized by an Apple device thanks to ARKit spatial tracking.
Young, digital natives are guiding media agencies' investments in the platforms that they grew up using, namely Snapchat, TikTok and Twitch.
The post Media Buying Briefing: Platforms are changing the rules of media agency teams, led by digital natives appeared first on Digiday.
The figures were generated by a self-reporting process that sends data to the National Council for Missing and Exploited Children (NCMEC).
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DTC advertisers are looking to make sure they aren’t reliant on a single platform and are exploring to spend more on Snapchat.
The post ‘More ad dollars move to Snapchat’: Why direct-to-consumer brands eye the platform as they diversify from Facebook appeared first on Digiday.
Snapchat is now reaching over 70% of 13 to 24 year olds in the world’s most lucrative digital ad markets.The post Snapchat Now Reaches 70% of 13 to 24 Year Olds via @MattGSouthern appeared first on Search Engine Journal.
Whats app gb was marketed para Facebook junto com a mídia societal rede empresa foi adicionando mais atual capacidades on o aplicativo para manter consumidores.
Os mais recentes desenvolvimentos a este app envolver chamadas de voz, vídeo chamada, Snapchat including reports, a enterprise app and muito mais.
Conforme mencionado no início do dia, a empresa está também analisando grupo telefonando e categoria videochamada.
More than a decade ago, the first real smartphone has hit the market and makes screens an essential ingredient of our lives.Today, one-third of US households have three or more smartphones, depending on the PEW research center, while 23% have three desktops or more than 17% have three or more tablets.Previously, no one had thought of AR experiments or applications on a smartphone.While companies like Snapchat and Facebook have recognized ways to increase AR's experiences on social media platforms, retailers have developed AR applications to help customers with purchase decisions in line.This helps to mitigate part of the consumer experience of fear during its online purchases for large items, such as furniture.Smartphones, associated with helmets, have been the most common use of providing a VR experience in recent years now.
Snapchat users are watching more video on mobile devices, and a report from the company claims the change in viewing behavior is here to stay.The post Snapchat Reports Increase in Mobile Video Viewing via @MattGSouthern appeared first on Search Engine Journal.
Every major social media platform including Facebook, Twitter, Instagram, LinkedIn, Snapchat, and others have made paid campaigns available.So, the focus should be on running the paid social media campaign with consideration of all necessary factors.Only captivating designs and copy captures the attention of people in few seconds the post appears before users.Marketers should consider how they will gain maximum benefit and select the options accordingly.TimingWhile deciding to time to post the ad, certain things such as season, trends, competitor activity, and recent events should be considered.If mango-based products are advertised in a winter season, it will not be fruitful.It is also important to be flexible about putting an end to the campaign if it becomes irrelevant.Paid social media campaigns add value to the business when they are strategized and executed well.
It’s Spotify’s big day today, not only boasting of its large library of content and roster of artists on its platform, it also announced new features, like its HiFi lossless streaming. One feature that didn’t get the spotlight has actually been in limited testing for a few months but is only now getting a formal name. Spotify Clips is now … Continue reading
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Snapchat has a dark mode setting, but it's currently only available to iPhone users in Australia and some parts of the US.
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Dr. Squatch is pushing to diversify away from Facebook and Instagram and toward Snapchat, a channel it no longer considers experimental.
The post ‘De-risk the path forward’: Why Dr. Squatch sees value in Snapchat as it diversifies its media mix appeared first on Digiday.
The social network indefinitely suspended Trump from its platform after the deadly Capitol Hill riot.
Pinterest continues to build its audience and add features to help marketers connect with Pinners as monthly active use and revenue grow.The post Pinterest Closes In On TikTok & Snapchat with +37% Monthly Users via @RebekahDunne appeared first on Search Engine Journal.