ATTN MARKETERS: (from CMOs to Small Business Owners) Whenever social media platforms start launching features to combat one another (feature wars), it's usually an amazing opportunity for marketers. In 2015 it was Instagram adding "Stories" to copy Snapchat. User attention FLOCKED to Insta Stories, and hasn't wavered since. Now, it's the launch of IGTV to dominate YouTube. Well, less than three weeks later, YouTube launched a very subtle "messages" feature to help extend organic reach of videos, and keep people native on the platform. Here's how to marketers, from CMOs to Small Business Owners, should use this.