Teach me how to Yubl: The latest teen-messaging app that’s got brands circling
Messaging app Yubl launched in February with an eye on the Facebook-snubbing under-25 demographic. According to App Annie, Yubl has had amassed anywhere between 10,000 to 50,000 downloads on the Google Play store. Since May, it has bounced around the top 20 social media apps downloaded by iPhone users. Now it has the attention of brands, too.
At a basic level, Yubl (pronounced “Yubble”) works a lot like Instagram. Users can scroll through a feed of images from accounts they follow, and they can also chat in private with other users. Where it differs is that its images aren’t just static posts. They can include interactive “buttons” that let users cast a vote, see a location or follow a link.
Among the brands testing out these features are brands like Red Bull, ASOS, Accessorize and Primark, each of which have their own verified Yubl pages, denoted with a blue checkmark.
“You can interact with content differently on there. Rather than a like or comment, there’s another layer of interaction or voting, it’s something a bit different,” Olly Rzysko, Primark’s head of digital communications, told Digiday.
One particularly promising feature for retailers is the shoppable link. While there’s a desire to direct users back to their e-commerce sites, to date they’ve had to create workarounds on platforms like Snapchat and Instagram, which don’t allow links in posts.
Adrian Lee, digital strategy and innovation director at agency Vizeum, thinks it’s an attractive prospect. “Anything that brands can do to remove those barriers that make users move through multiple different brand properties to get to an e-commerce piece will drive sales,” he said.
For him, the risks that come with being an early adopter on Yubl are negligible. It costs nothing to set up a page, and content can be easily adapted from other channels like Instagram.
But there is a balancing act of keeping advertisers interested without scaring users away. Messaging apps can feel more intimate than other social media platforms, so brands need to be careful of how they tread. Ultimately, it will be the teens who decide Yubl’s fate.
Growing a teen audience is hard, but convincing them to stay is even harder. There hasn’t been a true breakout platform since the launch of Snapchat, back in 2011. Instead, the likes of Peach and Yo have burned brightly, but briefly.
“The features [of Yubl] really make sense; it’s super promising, but that may not be the metric by which it is successful or not,” said Rob Scotland, Leo Burnett’s business strategy director. He noted that competition is immensely difficult for new platforms, particularly in the now-crowded messaging category.
Other agencies told Digiday the platform wasn’t on their radar. “Honestly, I’d not heard of it before today,” said Aaron Bimpson, managing director at agency Tokyo. But this is no bad thing, however.
“The more, the merrier. At best these startups create tech revolutions; at worst, they keep the big boys on their toes,” he said.
Why Facebook’s limits on teen targeting are all part of its algorithmic ad playbook
As Facebook puts new targeting restrictions on reaching teens, marketers say Facebook's ad targeting algorithm could do a better job of targeting ads to them anyway.
With the Metaverse hype cycle at full blast, experts take the long view
The newfound prominence of the Metaverse has led to heightened scrutiny, with some observers rolling their eyes at what they perceive to be the tech industry’s latest buzzword of the month.
As gaming expands, endemic and non-endemic creative agencies emphasize their strengths
Though gaming-endemic agencies have a head start, non-endemic creative agencies are looking to muscle their way into the space using their advantages as larger and more established firms.
SponsoredData-driven solutions: Charting a better way forward for brands and publishers
Travis Clinger, senior vp of addressability and ecosystem, LiveRamp Updates to mobile identifiers and browser data privacy policies have become an everyday part of life in the advertising industry. The browsers and device manufacturers have made privacy a competitive differentiator, as consumers have become increasingly concerned over how their data is being used. As an […]
Member ExclusiveMarketing Briefing: Zenni’s vp of growth marketing on making the switch to ‘bite-sized’ planning windows due to Covid
To get a sense of how one brand marketer managed those shifts for a growing brand, Digiday caught up with direct-to-consumer eyewear brand Zenni’s vp of growth marketing, Courtney Fadjo Biro.
‘Change without story is a mandate, change with story is purpose’: Why marketing and comms execs are being tapped for chief-of-remote roles
Chief of remote roles are gaining in popularity, and it's marketers and communications execs that have the skills to fit the bill, experts believe.