As popular social media platforms mature and diversify their features and offerings, marketing teams have to constantly adapt to changing user behavior in order to ensure their messaging still breaks through.

One way that brands are harnessing social media in new ways is by offering live reveals and limited promotions that disappear after a short amount of time, according to AdWeek. The Snapchat platform is a perfect way to engage superfans with must-see teaser art or glimpses of new characters.

Facebook live chats are also a great way to bring talent straight to the user. AdWeek points out that companies such as Brandlive make it possible for companies to create live streaming events on the pages.

And cinemagraphs are the new GIFs, the magazine says. GIFs tend to not display correctly on Facebook, so brands are turning to cinemagraphs—static photos with only a portion animated—to attract eyeballs.

Read More: AdWeek

Brief Take: Marketing teams have to adapt to a constantly changing social media environment to ensure that their message still gets across.

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