The Weekly Social Wrap-Up is our update on the most tender, juiciest, leanest cut of news happening in the social media world. Today, we take a look at McDonald’s Snaplications campaign, as Instagram, Messenger and Twitter roll out new features to keep their head in the social media game.


McDonald’s Latest Hiring Strategy
Snaps are limited to 10 seconds, and Snapchat itself is more commonly associated with controversial content than professional development, so using the platform for job applications doesn’t seem to make immediate sense. But then again, maybe it does, particularly for businesses that employ a lot of young people. Like, say, McDonald’s.


Twitter Helps Marketers Gauge Ad Performance
Twitter is adding more companies to its roster of third-party measurement partners, which it says will help brands better verify audience segments and video ad viewability. The company announced that it’s now partnering with Moat and Integral Ad Science, and will soon expand its existing partnerships with Nielsen and comScore, potentially giving the social media platform more credibility as it continues to compete with YouTube and Facebook for ad dollars in the digital video space.


Instagram Direct Unites Ephemeral and Permanent Messaging
After successfully cloning Snapchat Stories, Instagram is looking to one-up its competitor in chat by reimagining its sleeping giant of a private messaging feature, Instagram Direct. Rolling out today, Instagram Direct combines disappearing ephemeral photo and video messages with traditional permanent text and image messages in the same one-on-one and group threads.


Messenger’s AI to Suggest New Features as you Chat
Type “You owe me $20” and Messenger will suggest you use its payments feature. If someone says “goodbye,” Messenger will recommend a “bye-bye” GIF. Introducing Facebook’s new M Suggestions feature!


With Instagram introducing cloned features, Snapchat has to step up its game, which it’s doing big time! Partnering up with McDonald’s, one of the biggest fast-food chains in the world, and becoming a new platform for job applications is probably its best move to date. Let’s hope it pays off well!


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