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Snapchat Publishes New Report on Rising AR Adoption Trends, and What They’ll Mean for Marketers – Social Media Today

AR is set to become a much bigger focus in the coming years, with the big tech companies investing big in AR tools, and new devices like AR wearablesset to hit the consumer market in the near future.

That will open up whole new possibilities in regards to marketing, communications, discovery, etc.

And Snapchat is also looking to be a key player in this next shift - as Snap notes:

"Now is the moment for Augmented Reality. Consumers are excited about it, and brands have a unique chance to boost engagement, elevate consumer experiences and increase revenues. Today, there are more than 100 million consumers shopping with AR online and in stores."

To get a better understanding of the potential for AR,Snapchat recently teamed with Deloitte Digital to interview over 15,000 consumers across 15 nations, in order to measure the top consumer AR trends, and what they might mean for the future of gaming, shopping, communication,media and entertainment, and more.

And there are some important insights of note - you can read Snapchat's full 'Consumer AR Global Report 2021'here, but in this post, we'll take a look at some of the key highlights.

First off, Snapchat notes that AR usage, based on current adoption trends, is set to become hugely influential over the next few years.

As per Snapchat:

"AR adoption is tracking with the mobile usage boom we saw in the mid 2000s: By 2025, nearly 75% of the global population and almost all smartphone users will be frequent AR users."

That underlines the significance of AR development. While it still feels like a way off, and it may not seem like the technology that we primarily use, right now, to add digital masks and dog's ears to our faces in video clips will eventually become a major influence over how we interact, in a huge range of ways, the data shows that it is indeed moving in that direction.

AR will eventually play a key role in how we do almost everything, in a connectivity sense. And that will be the next major shift for marketing.

In more specific terms, Snapchat's research shows that AR is already influencing people's shopping process, with more than 100 million people currently shopping through the use of AR-enabled processes.

The expanded potential of these tools, including virtual try-on options and digital product placement (like 3D visualizations for furniture) in the home, will build on this, making AR an even bigger consideration for more businesses over time.

That becomes even more significant when you also consider the rise of eCommerce, which has seen a significant boost as a result of the pandemic. Indeed, Snap's research also shows that more consumers are now finding value in AR as an assurance and demonstration tool.

Which adds another wrinkle to the growing use of AR for digital product promotions and display, again pointing to broadening utility, for many, many brands.

In essence, based on these trends, it's not hard to see AR becoming the essential add-on component for online shopping, which will then help to form habitual behaviors that leads to increased AR adoption in even more applications and processes.

As Snap notes:

"Consumers continuously expect more personalized and engaging experiences that enable them to interact with the world. The companies that embrace change can become dominant industry players those that dont, fall behind competitors and sink."

And if you can't see the potential rising as yet, you soon will. Snapchat has also shared this timeline for the growth in AR adoption - going from 'Tech' to 'Toy' and eventually 'Totality', in regards to its expanded usage.

There is a heap of potential here, and Snapchat's AR report outlines it in an easy-to-follow way, with the added insight of consumer usage and interest rates to underline each point.

Again, it may not seem like AR will become an all encompassing tool, but the trend notes do point to this next stage, and when fully-functional AR glasses become available to consumers, that next shift will happen fast.

Best to get ahead of the game now, and ensure you're prepared.

You can read Snapchat's full, 74-page 'Consumer AR Global Report 2021'here.

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Snapchat Publishes New Report on Rising AR Adoption Trends, and What They'll Mean for Marketers - Social Media Today

USDA, RESTORE Council to Invest $31 Million for Priority Restoration Work in Gulf States Impacted by The Deepwater Horizon Oil Spill – Picayune Item -…

Jackson, Mississippi April 30, 2021 The U.S. Department of Agriculture (USDA) on April 29, announced $31 million in funding to advance restoration work and improve water quality in the Gulf Coast states impacted by theDeepwater Horizonoil spill. The funds will support three priority programs and related project work approved by theGulf Coast Ecosystem Restoration (RESTORE) Councilas part of a multi-year process of collaborative planning and public engagement throughout the Gulf.

USDAs Forest Service and Natural Resources Conservation Service (NRCS), along with state forestry agencies in Alabama, Florida and Mississippi will leverage the funds to restore forest health, improve coastal ecosystems and provide technical and financial assistance to private landowners.

For more than a decade, the Forest Service and NRCS have worked side-by-side with private landowners and state agencies to support Gulf recovery efforts through an all-lands approach, said Forest Service Chief Vicki Christiansen. Our continued support in these collaborative projects will help to generate lasting ecosystem improvements and ensure clean water for millions of Americans downstream.

Most of the land in the Gulf Coast is privately owned, so working lands are pivotal to restoring habitat and improving water quality, said Mississippi State Conservationist Kurt Readus. Working side-by-side with farmers, ranchers and forest landowners to improve their operations enables us to take better care of our natural resources, including our coastal ecosystems.

Healthy forests improve water quality and quantity by refilling groundwater aquifers and filtering rainfall and flowing water, said Joe Fox President of the National Association of State Foresters and Arkansas State Forester. Nationwide, and in the Gulf states, forested land is primarily owned by private landowners who are most likely to manage their forests with technical and financial assistance provided by state forestry agencies. To enhance the health of the Gulf watershed, the Alabama, Florida, and Mississippi forestry agencies will use proven social marketing techniques to double their outreach to private landowners, who will in turn, implement best management practices that sustain healthy forests for decades to come.

The investment in these priority projects is part of theFunded Priorities List (FPL) #3bannounced Thursday by the RESTORE Council.

The USDA funded activities through FPL #3b include:

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USDA, RESTORE Council to Invest $31 Million for Priority Restoration Work in Gulf States Impacted by The Deepwater Horizon Oil Spill - Picayune Item -...

TikTok is Exploring New Job Listing and Recruitment Tools – Social Media Today

This is slightly unexpected.

According to a new report from Axios,TikTok is currently testing a new tool that would enable brands to recruit employees on the platform, and promote their internal workplace culture to potential candidates via TikTok clips.

As explained by Axios:

"The pilot program is designed to help people find jobs on TikTok and connect with companies looking to find candidates. It's also meant to help brands use TikTok as a recruitment channel."

Axios says that the new recruitment platform, as it currently stands, is not integrated within TikTok itself, but is accessible via a separate web page, which can then be linked back to the TikTok app. Through this process, brands are able to post jobs that can be shared through their TikTok clips, while users are able to share a TikTok video resume to apply, rather than a traditional document.

The company is currently testing the tool with a beta group of companies.

It's an interesting development, a sort of new take on LinkedIn for younger users, which provides direct connection via the medium that they're increasingly comfortable with.

And it actually aligns with broader usage trends, because as reported by The Washington Post back in March, TikTok is already becoming an active space for career guidance and advice.

As noted by The Washington Post:

"TikTok, widely known for 15-second videos of cranberry juice-drinking skateboarders andgroup dance challenges,is fast emerging as a force in the job search ecosystem at a time when unemployment remains high, a new generation looks for their first jobs and pandemic isolation leads to hours of mindless scrolling."

Which seems unlikely, but also somewhat logical at the same time, particularly for those organizations that are seeking candidates with social media skills. Which, given the rise of eCommerce over the past 12 months, is a lot.

Indeed, according to a recent survey SkyNova,TikTok is the social platform that business owners currently want to crack the most, with the rising app still leading the download charts, and on track to become the next billion-user app. With that in mind, it makes sense that businesses would consider utilizing TikTok for recruiting for such roles - yet even beyond that, users are increasingly engaging with career development-related posts within the app.

According to TikTok, videos using the hashtag #careeradvice generate more than 80 million video views a day per day, while career advisers like Tessa White are making use of the short, engaging clips to provide actionable tips.

Really, it's just speaking the evolving language of modern web users. Digital consumption trends clearly show an ever-increasing adoption of video content, and short video content, in particular, is on the rise, be it via Snapchat Discover's episodic, vertically-aligned presentation, and now, TikTok clips, which enable creators of all types to condense a lot of info down into easily digestible, engaging posts.

But what's particularly interesting here is the expanding use case for the app. When TikTok first began, it was all goofy dance clips and Vine-like visual gags, or responses to internet memes that served little value outside of shallow entertainment. Which may well be enough within itself to sustain the app over time, but newer usage trends like this show that TikTok's user demographic is changing, and that people are finding increased value, and opportunity, via the app's quick, creative clips.

TikTok's own data underlines the same, with older users engaging with hashtags like #parenting (4b views) for example, and #momlife (20b), facilitating new use cases, and new, potential marketing value, for the app.

The adoption of career advice clips further highlights this expansion, which likely points to there being a lot more to TikTok than you might think, while the platform's highly attuned, highly personalized algorithms are also helping to fuel these new shifts, again broadening your TikTok horizons.

In essence, you can't take TikTok at face value, and if you think you know what it's all about, it may be time to reassess.

Spending some time in the app, searching by hashtags relevant to your business, and your niche, could uncover a whole other subculture of short clips that you never knew existed.

And soon, it might just help you find your next best job candidates.

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TikTok is Exploring New Job Listing and Recruitment Tools - Social Media Today

New Report Looks at Best Times to Post to Each Platform, Based on Insights from 20k Users – Social Media Today

Sprout Social has published its latest listing of the best times to post to each of the major social media platforms, which is based on the company's 20,000+ customer base, who use the platform to schedule and post online.

By analyzing this data, Sprout has determined the best times to post based on when this content is seeing the highest engagement rates -which is slightly different to the information you'll get from on-platform insights, as those reports are generally based on when users are active in-app.

That could make Sprout's report a more accurate indicator of the best times to post for optimal engagement - but it is always worth noting with these 'best times'reports that the information being presented is generic, and based on a broad data set. The best times for you to post will be relative to your unique audience and their habits, but even so, data overviews like this can help to guide your posting strategy, and help you tap into your best posting cadence quicker to improve your results.

Here's what Sprout found in analyzing the data from last year - and one other key proviso: all the times listed refer to Central Time Zone (CST).

These trends would likely hold in other regions as well, but it is worth clarifying this note ahead of time.

As you can see in this chart, Sprout Social says that the best times to post to Facebook are on Tuesday, Wednesday and Friday, between 9am and 1pm. Monday between 9am and 12pm also looks pretty good, so there's a range of good engagement times to experiment with.

Sprout says that the weekends are the worst time to post -which makes some sense, in terms of users looking to spend their time doing other things. But then again, you would also expect that people would have more free time, and be more responsive on weekend days.

Not so, according to the data, which is largely in line with what Sprout also found in its report on the same last year.

I mean, that does also run counter to a report published by Blog2Social earlier this year, so you can take it or leave it -but again, this is based on engagement stats among Sprout's 20k users. It could help provide some guidance for your approach.

Sprout says that Tuesdays between 11 am and 2 pm, and Monday through Friday from 11 am to 12pm are the best times to post to IG.

Like Facebook, the engagement on weekends looks a lot worse - but it would be also interesting to note whether the data here is skewed by business users of Sprout Social who don't post as much on weekends. If they're not posting, they won't be seeing engagement, and that could seemingly influence the results, which may make weekends look less engaging than they actually are.

Sprout says that Wednesdays between 9 am and 3 pm are the best days to post your tweets, while Tuesday to Thursday between 9am and 11 am is also a high engagement time.

Twitter's stream moves faster, so you'll likely be posting multiple times a day, and it'd be interesting to match this data up to your own to see how that impacts your approach. If you see more engagement at specific periods, should you post more in those few hours, rather than spreading your tweets out over the course of the day?

Really, Twitter strategy comes down to experimentation - but again, these notes may provide some insight.

And again, weekends look bad for posting on Twitter.

Sprout says that Tuesday through to Thursday between 9am and 12pm are the best times to post to LinkedIn, while again, the weekends are no good.

Which is interesting, because LinkedIn itself recently reported that Monday is the best day of the week to send an InMail, which is not the same as general feed engagement, of course, but you would expect to see some crossover there.

Still, these are times that Sprout Social users are seeing engagement, which points to when people are likely more active, and ready to engage with social posts.

Again, this may be highly relevant, or it may be nothing, as it does come down to your individual brand audience, and their specific usage behaviors. But if you are looking to map out a more effective strategy, these notes could provide a good starting point to begin your experiments. You can then optimize your approach relative to your own data findings and insights.

Sprout Social's full report also includes industry breakdowns and other trend notes which may help in your planning. You can read the full report here.

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New Report Looks at Best Times to Post to Each Platform, Based on Insights from 20k Users - Social Media Today

U.S. and Iran Want to Restore the Nuclear Deal. They Disagree …

President Biden and Irans leaders say they share a common goal: They both want to re-enter the nuclear deal that President Donald J. Trump scrapped three years ago, restoring the bargain that Iran would keep sharp limits on its production of nuclear fuel in return for a lifting of sanctions that have choked its economy.

But after five weeks of shadow boxing in Vienna hotel rooms where the two sides pass notes through European intermediaries it has become clear that the old deal, strictly defined, does not work for either of them anymore, at least in the long run.

The Iranians are demanding that they be allowed to keep the advanced nuclear-fuel production equipment they installed after Mr. Trump abandoned the pact, and integration with the world financial system beyond what they achieved under the 2015 agreement.

The Biden administration, for its part, says that restoring the old deal is just a steppingstone. It must be followed immediately by an agreement on limiting missiles and support of terrorism and making it impossible for Iran to produce enough fuel for a bomb for decades. The Iranians say no way.

Now, as negotiators engage again in Vienna, where a new round of talks began on Friday, the Biden administration finds itself at a crucial decision point. Restoring the 2015 accord, with all its flaws, seems doable, interviews with European, Iranian and American officials suggest. But getting what Secretary of State Antony J. Blinken has called a longer and stronger accord one that stops Iran from amassing nuclear material for generations, halts its missile tests and ends support of terrorist groups looks as far away as ever.

That is potentially a major political vulnerability for Mr. Biden, who knows he cannot simply replicate what the Obama administration negotiated six years ago, after marathon sessions in Vienna and elsewhere, while offering vague promises that something far bigger and better might follow.

Iran and the United States are really negotiating different deals, said Vali R. Nasr, a former American official who is now at Johns Hopkins University School of Advanced International Studies. Its why the talks are so slow.

The Americans see the restoration of the old deal as a first step to something far bigger. And they are encouraged by Irans desire to relax a series of financial restrictions that go beyond that deal mostly involving conducting transactions with Western banks because it would create what one senior administration official called a ripe circumstance for a negotiation on a follow-on agreement.

The Iranians refuse to even discuss a larger agreement. And American officials say it is not yet clear that Iran really wants to restore the old deal, which is derided by powerful hard-liners at home.

With Irans presidential elections six weeks away, the relatively moderate, lame-duck team of President Hassan Rouhani and Foreign Minister Mohammad Javad Zarif are spinning that an agreement is just around the corner. Almost all the main sanctions have been removed, Mr. Rouhani told Iranians on Saturday, apparently referring to the American outline of what is possible if Tehran restores the sharp limits on nuclear production. Negotiations are underway for some details.

Not so fast, Mr. Blinken has responded. He and European diplomats underscore that Iran has yet to make an equally detailed description of what nuclear limits would be restored.

But even if it does, how Mr. Biden persuades what will almost surely be a new hard-line Iranian government to commit to further talks to lengthen and strengthen the deal is a question American officials have a hard time answering. But Mr. Bidens aides say their strategy is premised on the thought that restoring the old deal will create greater international unity, especially with Europeans who objected strenuously to Mr. Trumps decision to exit a deal that was working. And even the old deal, one senior official said, put a serious lid on Irans nuclear program.

Hovering outside the talks are the Israelis, who continue a campaign of sabotage and assassination to cripple the Iranian program and perhaps the negotiations themselves. So it was notable that the director of the Mossad, who has led those operations, was recently ushered into the White House for a meeting with the president. After an explosion at the Natanz nuclear plant last month, Mr. Biden told aides that the timing just as the United States was beginning to make progress on restoring the accord was suspicious.

The split with Israel remains. In the meetings in Washington last week which included Mr. Blinken; the C.I.A. director, William J. Burns; and the national security adviser, Jake Sullivan Israeli officials argued that the United States was nave to return to the old accord, which they think preserved a nascent nuclear breakout capability.

Mr. Bidens top aides argued that three years of maximum pressure on Iran engineered by Mr. Trump and his secretary of state, Mike Pompeo, had failed to break its government or limit its support of terrorism. In fact, it had prompted nuclear breakout.

In Vienna, by all accounts, the lead negotiator, Robert Malley whose relationship with Mr. Blinken goes back to the high school they attended together in Paris has made a significant offer on lifting sanctions inconsistent with the original deal.

On Wednesday, Mr. Blinken said that the United States had demonstrated our very seriousness of purpose in returning to the deal.

What we dont yet know is whether Iran is prepared to make the same decision and to move forward, he told the BBC.

May 13, 2021, 6:20 p.m. ET

Iran wants more sanctions lifted than the United States judges consistent with the deal, while insisting on keeping more of its nuclear infrastructure in particular advanced centrifuges than that deal permits. Instead, Iran argues that the International Atomic Energy Agency should simply inspect the new centrifuges, a position that is unacceptable to Washington.

While the talks continue, Iran is keeping up the pressure by adding to its stockpile of highly enriched uranium and the equipment to make it, all in violation of the deal.

Both Iran and the United States are working under delicate political constraints. Even as Irans supreme leader, Ayatollah Ali Khamenei, has supported the Vienna talks, Mr. Rouhani and Mr. Zarif are mocked by powerful conservatives who do not trust Washington and who expect to capture the presidency.

For his part, Mr. Biden must contend with a Congress that is highly skeptical of a deal and largely sympathetic to the concerns of Israel.

But with the Iranian elections close, time is pressing, and the Biden administration lost significant chunks of it as its negotiating position has evolved, officials say. The Americans initially demanded that Iran return to compliance, and then chose to keep some of the Trump administrations sanctions in place as leverage to try to force a broader negotiation.

In two discussions in February, the Europeans urged American officials to start negotiating in earnest and lift some sanctions as a gesture of good faith toward Iran. Those suggestions were ignored. But when Ayatollah Khamenei said that the country could proceed to enrich uranium up to 60 percent purity as opposed to the 3.67 percent limit in the nuclear deal Washington took matters more seriously, officials said, fearing that it would further diminish the so-called breakout time for Iran to get enough material for a bomb.

It was only at the end of March that the two sides agreed to negotiate the whole deal at once, and the Vienna talks began in early April. Then it took more time for the Americans to concede that returning to the 2015 deal as it was written was the best and perhaps only way to build enough trust with Iran that its leaders might even consider broader, follow-on talks.

Three working groups have been established: one to discuss which sanctions Washington must lift, one to discuss how Iran returns to the enrichment limits and one to discuss how to sequence the mutual return. Iran has not yet engaged seriously on its plans, still insisting that Washington move first, but another sticking point remains: which sanctions will be lifted.

Mr. Trump restored or imposed more than 1,500 sanctions in an effort to prevent a renewal of the pact. The sanctions have been put into three baskets green, yellow and red, depending on how clearly they are inconsistent with the deal. Green will be lifted; yellow must be negotiated; and red will stay, including, for example, sanctions on individuals for human-rights violations.

Deciding which sanctions to lift is politically delicate for both countries. For example, in the yellow category, Iran insists that a Trump-era sanction of its central bank under a terrorism designation must be lifted because it damages trade. But it would be even more complicated for Washington to lift the terrorism designation on the powerful Islamic Revolutionary Guards Corps, the officials said.

For the Iranians to agree to a deal that does not resolve the designation of the Guards would be a hard sell, even for the supreme leader.

For Biden, its hard to justify lifting sanctions against institutions still threatening U.S. interests in the region, and its hard for Rouhani to go home boasting about lifting all sanctions except those on his rivals, said Ali Vaez, the Iran project director at the International Crisis Group.

Its a fragile process, Mr. Vaez said, noting Irans rocket attacks in Iraq. If a single American is killed, the whole process is derailed.

But how Mr. Biden gets Iran to move to negotiate a better or new accord is the question.

American officials have no real answer to this dilemma as they try to resurrect the old deal, but they assert that Iran, too, wants more benefits than the old deal provided, so it should be willing to talk further. The Americans say they are ready to discuss how to strengthen the deal to mutual benefit, but they say that would be a decision for Iran to make.

Despite Irans pressure tactics increasing enrichment to just short of bomb grade in small quantities and barring international inspectors from key sites in late February Mr. Zarif insists that these moves are easily reversible.

American intelligence officials say that while Iran has bolstered its production of nuclear material and is probably only months from being able to produce enough highly enriched uranium for one or two bombs even now, there is no evidence Iran is advancing on its work to fashion a warhead. We continue to assess that Iran is not currently undertaking the key nuclear weapons-development activities that we judge would be necessary to produce a nuclear device, Avril D. Haines, the director of national intelligence, said in a report last month.

The Israelis are more skeptical, arguing that evidence they stole from a warehouse archive of Irans nuclear program three years ago shows that Iranian scientists had already done extensive work on warhead design.

Mr. Blinken says that the Vienna talks are intended to return to the stability and oversight of Irans nuclear program that the 2015 deal provided until it was abandoned by Mr. Trump.

So theres nothing nave about this. On the contrary, its a very cleareyed way of dealing with a problem that was dealt with effectively by the J.C.P.O.A., Mr. Blinken said, referring to the 2015 deal. Well have to see if we can do the same thing again.

The atmosphere in Iran has been complicated by a recent scandal over Mr. Zarif, whose criticism of internal decision-making recently leaked, apparently in an effort to damage his reputation and any chance he had to run for the presidency.

Ayatollah Khamenei refuted the criticism without naming Mr. Zarif, but he said the comments were a big mistake that must not be made by an official of the Islamic Republic and a repetition of what Irans enemies say.

At the same time, by downplaying Mr. Zarifs role, the supreme leader reaffirmed his support for the talks while also sheltering them from criticism by hard-liners, said Ellie Geranmayeh of the European Council on Foreign Relations.

Steven Erlanger reported from Brussels, and David E. Sanger from Washington. Farnaz Fassihi contributed reporting from New York.

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U.S. and Iran Want to Restore the Nuclear Deal. They Disagree ...