Archives par mot-clé : video

Why Hasbro picked YouTube over TV for new brand

Dive Brief:

  • Toy company Hasbro, a brand known for marketing products through TV shows such as « My Little Pony, » decided to go digital by launching its new Hanazuki line on YouTube instead, per a case study published on Think With Google.
  • For Hanazuki’s launch, Hasbro created a video series called « Hanazuki: Full of Treasures, » published with premium placement on the YouTube Kids app. Hasbro augmented the release with TrueView ad campaigns to reach parents on the main YouTube app.
  • « It was time to get with the times. These days brands can’t tell consumers, ‘To engage with our brand, you need to be in your living room, watching TV, on Monday at 2 pm, » Victor LeeSVP of global digital marketing at Hasbro, wrote in the Google post. « Today people watch what they want, whenever they want […] So as brands, we have to be consistently present — and let people binge-watch and engage further if they’d like. » 

Dive Insight:

From ’80s staples like « G.I. Joe » and « Transformers » to modern iterations of « My Little Pony, » Hasbro has always used strong video content tie-ins to build a creative world around its brands. The shift from TV to YouTube for the new Hanazuki line points to the overall decline in TV engagement, especially among younger demographic groups, as viewing habits shift to be more fluid overall. 

YouTube, on the other hand, is wildly popular with kids, and has become an alternative to children’s TV with video formats like « Let’s Plays, » where creators film themselves playing popular video games like « Minecraft. » Stemming from that, Hasbro made several strategic decisions with the Hanazuki campaign, beginning with carefully planning the content release timing and volume.

The show launched on the first full moon of the year, an event that ties directly into its story, with the rest of the episodes released in batches for a programming calendar that kept engagement high while providing new viewers flexibility in accessing the content, per the Google post. Because the show was designed for YouTube rather than TV, Hasbro’s ads were catered specifically to the platform and included bumper ads, TrueView Discovery and TrueView in-stream ad formats.

Hasbro also optimized ads for engagement and not just reach. Instead of running « set it and forget it » ad campaigns, the brand tracked metrics like shares and comments and optimized ad content by incorporating music, call-to-action overlays and strong branding within the first five seconds the video.

‘Spider-Man: Homecoming’ Featurette Explores Spidey’s Super-Suit Tech

spider-man-homecoming-costume-suit-video

Fair warning: If you’re already hyped for Spider-Man: Homecoming and don’t need or want to see anymore from the movie before your butt is squarely in the comfy theater seat, just skip this video entirely. Sony’s marketing has been unleashing a torrent of new material lately in an effort to, I don’t know, show the entire movie in snippets a month before it hits theaters. That might work from some folks, but not yours truly. Quit reading here if you feel the same way.

However, since I’m bringing you this featurette on Spidey’s super-powered suit, I can tell you that it features new looks at the tech employed by Tom Holland‘s Peter Parker thanks to the charitable nature of Tony Stark (Robert Downey Jr.). Both actors appear in the video to lend some behind-the-scenes insight into the film’s plot, pumping up the suit’s abilities before they’re ultimately taken away from the young hero-in-training.

Also starring ZendayaJon FavreauDonald GloverTyne Daly, and Marisa TomeiSpider-Man: Homecoming opens July 7th in the U.S. after rolling out its international launch on July 5th.

Check out the new featurette for Spider-Man: Homecoming below:

And here’s the official synopsis for Spider-Man: Homecoming:

A young Peter Parker/Spider-Man (Tom Holland), who made his sensational debut in Captain America: Civil War, begins to navigate his newfound identity as the web-slinging super hero in Spider-Man: Homecoming. Thrilled by his experience with the Avengers, Peter returns home, where he lives with his Aunt May (Marisa Tomei), under the watchful eye of his new mentor Tony Stark (Robert Downey, Jr.). Peter tries to fall back into his normal daily routine – distracted by thoughts of proving himself to be more than just your friendly neighborhood Spider-Man – but when the Vulture (Michael Keaton) emerges as a new villain, everything that Peter holds most important will be threatened.

#SocialSkim: Facebook Plans New Messaging App, Instagram Hooks Small Biz: 11 Stories This Week

In this week’s ‘Skim: Facebook looks to give parents more control with new teen messaging app; Instagram seems to win out over Snapchat for small business needs; Facebook, WhatsApp revamp photo features, filters, and albums; the only social listening tool that can dive into Reddit; why Facebook’s mid-roll video ads are underwhelming; top social media trends for B2B; and much more…

Skim for your breakdown of all the latest social media news!

1. Facebook reportedly working on new teen messaging app

Website The Information reveals that Facebook is working to develop a messaging app that will enable parents to monitor who their children are in contact with.

Based on code discovered on the flagship Facebook app, the new messaging platform—dubbed Talk—will allow parents to « fully control the contacts your child uses the Talk app to chat with you in Messenger. » No official word from Facebook yet, but the app is expected to let users even without Facebook profiles sign up.

In an age of cyber-bullying and objectionable content, Facebook just might be on the right side of history.

2. Small businesses look to Instagram more than Snapchat for services… by a mile

It would be easy to assume, at first glance, that Instagram’s progressive growth at the expense of Snapchat is due to its copying of core Snapchat user experiences, like Stories. But a deeper look reveals the navigability and advertising problem that plagues Snapchat’s future.

Users find Snapchat difficult to navigate; moreover, queries from small business for Instagram services (advertising) outpace those for Snapchat services 12-fold, according to Fiverr. That’s huge.

If Snapchat aims to change this situation, it must continue to release new ad units that can attract business of all sizes. Even so, the social network is certainly fighting an uphill battle.

3. Facebook Albums revamped, allow collaboration and more

Facebook Albums just got a major overhaul, with new features launching on Android and Web—with iOS soon to come. Users will be able to add videos, check-ins, and text posts to albums; showcase their favorite albums on their profiles; share and create albums with friends; and easily follow friends’ albums by signing up for notifications.

As Facebook continues to aim for more authentic sharing, it seems to be encouraging users to engage in a more visual form of storytelling, and its new albums update might just be the start.

4. WhatsApp embraces photos with new filters, albums, and messaging shortcuts

WhatsApp users on iOS were treated to a surprise trio of new features this week as the Facebook-owned messaging app got even more visual. WhatsApp added filters for all types of media, the ability to group photos into neatly organized albums, and a new form of reply shortcuts to cut down on inefficiencies.

Five new photo, video, and GIF filters give users a way to brighten up or give effect to their media before sending to a friend, and users who send four or more photos or videos will see their media automatically arranged into an album with a tile layout

The new reply shortcut means users can swipe on a specific message in a thread to reply directly to that content—a time-saving feature for people whose late responses often get buried in a busy group chat. There’s no specified timeline for an Android release of the same features.

5. One social listening tool finally lets brands tune in on Reddit

Listening to what your followers, critics, and best customers are saying about your brand on social can go miles toward not only helping your team optimize your social media strategy but also furthering your business objectives. You might use tools like Hootsuite or Buffer to keep tabs on conversations around your brand on Facebook and Twitter, but tapping into the more complex social network Reddit—filled with thousands of passionate, niche communities—has remained a mystery for most marketers.

Now, there’s finally a social listening and analytics tool that can crunch the Reddit data and gather insights for your brand. Brandwatch now provides its users with Reddit data at no extra cost and, for the right brand, that could go far in mining into the deeper feedback Redditors are seemingly more apt to provide.

6. Snap’s Spectacles land in Europe

Snap Inc.’s Spectacles are about to make a bigger splash than we think even the company predicted, with sales of the connected sunglasses rolling out across Europe online and via pop-up Spectacles selling bots in high-profile locations in major cities.

Snap will begin its European promotional tour with vending machines in London, Berlin, Paris, Venice, and Barcelona; it will announce upcoming locations 24 hours prior to launch. We’ll wait to see whether our neighbors across the pond are as keen on Spectacles.

7. YouTube ramps up push against objectionable content

Google’s YouTube is taking new steps to ensure that hateful content doesn’t fill users’ search results, and that those who publish such content don’t reap rewards from having done so.

The video-sharing social network took steps to disable advertising for users who post videos that constitute hateful content, the inappropriate use of family entertainment characters, or incendiary or demeaning content. YouTube did note, however, that the standards for what content is eligible for advertising on the platform remain different from what is eligible to remain present on it, meaning some objectionable content might not be rewarded, but could stay visible.

8. Facebook’s mid-roll video ads are apparently nothing to write home about

Three months after the ads’ rollout, publishers of videos on the social network are finally starting to see some results in the form of ad revenue from the testing of Facebook mid-roll video ads. But there’s a catch: The ads are working only about as well as the social network’s Suggested Video ads, which appear between two recommended videos.

Publishers noted, however, that even though it requires fewer views on YouTube to generate the same amount of revenue that they generate via Facebook mid-roll ads, Facebook provides a level of volume and scale that YouTube cannot match.

But how will Facebook users feel about being interrupted mid-video? That will be the true test, and the jury is still out.

9. Snapchat wants to prove its advertising can generate foot traffic

Snapchat acquired location-based analytics and ad measurement startup, Placed, in an effort to show advertisers how the platform’s ad services like Snap to Store can translate to offline return on investment for brands.

Placed has developed an audience it can ask about recent location and store visits, and by combining that information with third party data, the startup—and now Snapchat—can figure out what percentage of a sample of an ad’s viewers were encouraged to visit a store.

The acquisition should give Snap and its advertisers deeper insights into ad effectiveness, and help the social network close the gap a little between what marketers believe it can offer and what competitors like Facebook can offer.

10. 2017 social media trends: top B2B, B2C networks, and paid channels

Recent research on B2B and B2C marketers from Social Media Examiner finds that for the first time ever in the history of the study Facebook surpassed LinkedIn in terms of importance for B2B marketers.

But a significant portion of B2B-ers still rate LinkedIn as integral to their marketing activities, with 37% citing it as their most important social media platform. But, aside from Facebook, which social platform comes out ahead of LinkedIn as the most used paid channel? Check out the recap for the most important findings!

11. We’ll wrap with Facebook’s deeper foray into politics

Welcome to Facebook’s newly christened political world. The social network has rolled out new ways for elected officials to get in touch with their constituents via what it calls constituent badges, constituent insights, and district targeting.

The new tools allow users to identify themselves as constituents of a certain elected official’s district, and let those in office gather insights about what news stories and trending topics are most talked about in their districts.

District targeting—perhaps the most important addition—lets politicians set up polls or questions that will be shown only to their constituents on the platform, allowing them to use Facebook to gather feedback about their opinions on various topics and policy issues.

US Soldiers Killed in Eastern Afghanistan After Afghan Soldier Opens Fire

Three U.S. soldiers were killed and one other was wounded Saturday in eastern Afghanistan after an Afghan soldier opened fire on them, U.S. officials confirmed to NBC News.

The shooter — identified as a member of the Afghan National Army’s Commando Forces — was killed in return fire, officials added. The incident occurred during a joint U.S.-Afghan military operation in the Achin district of Nangarhar province, the provincial governor’s spokesperson said.

Image: Nangarhar province, Afghanistan


Image: Nangarhar province, Afghanistan

The soldiers were killed in an apparent insider, or so-called « green-on-blue, » attack by an Afghan ally soldier on U.S. service members.

The identities of the slain soldiers and the injuries of the wounded soldier were not immediately released. The incident remains under investigation, officials said.

President Donald Trump was briefed on the « emerging situation » in Afghanistan, White House deputy communications director Raj Shah said earlier Saturday.

The attack follows one in March in which three American soldiers were shot and wounded by an Afghan soldier on a base in Helmand province, officials said. That Afghan soldier was also killed following the incident.

For Labour’s Corbyn, strong result turns defeat into victory


Labour leader Jeremy Corbyn leaves his party’s headquarters in London on Friday. (Chris J Ratcliffe/Getty Images)

Jeremy Corbyn seems to have pulled off the impossible. Britain’s prime minister, Theresa May, called an early election just seven weeks ago, and at the time, Corbyn was seen as having no chance at getting even a half-respectable result. His left-wing Labour Party lagged as much as 20 points behind May’s right-wing Conservatives. Even members of his own party warned of a historic defeat.

And yet, as Britons voted Thursday, it became evident that something had changed. Corbyn had clear momentum. In the end, he was able to not only quash May’s dreams of bolstering her slim majority in Parliament but to gain Labour seats. The Conservatives have now been forced into an unstable minority government with help from Northern Irish unionists to pass legislation. While May is staying in office for now, in the medium term, her chances of remaining at 10 Downing Street look dim.

When considering Corbyn’s polling numbers over the past few weeks, it’s tempting for Americans to look at another recent electoral upset by an underdog closer to home: Donald Trump.

The comparison is appropriate in some ways. Both politicians have tapped into anger at the status quo, a feeling that can be observed around much of the world.

“Jeremy Corbyn represented a challenge to the government,” said Ben Page, chief executive of the polling firm Ipsos MORI, adding that Labour’s platform spoke to an anti-elite anxiety as widespread in Britain as elsewhere. One unnamed Corbyn aide even told Politico this year that the Labour leader planned to copy media strategies from the Trump playbook.

But big differences in the political landscape, not to mention the candidates themselves, limit such comparisons. Corbyn’s electoral success can also be read as a backlash to Britain’s rightward swing in recent years, including last summer’s vote to leave the European Union. He has some anti-establishment rhetoric, yes, but that rhetoric and the support it attracts are distinct from the ethos of Brexit or Trump.

As politicians, Corbyn and Trump do share some similarities. Both are roughly the same age but entered mainstream politics only recently. They grew their support through social media and rallies, while facing ridicule from the political elite and media outlets. At certain points, they have shared some views on international affairs, criticizing foreign intervention and the logic of NATO. And both Corbyn and Trump stand accused of making unrealistic promises on the campaign trail but ultimately performed better than expected against more established female politicians (though both Corbyn’s Labour and Trump received fewer votes than their rivals).

The contrasts in the two men’s backgrounds far outweigh the similarities, however. Corbyn is an old-school British leftist who cut his teeth in the antinuclear protests of the 1980s. Trump is a real estate developer turned reality television star who made his political career by suggesting that President Barack Obama was born in Kenya. While Corbyn was riding his bike to work in Parliament, Trump was flying between resorts in a personally branded private jet.

These different backgrounds are reflected in their ideologies. The British politician has a dogmatic view of social democratic policies and has spent decades in that ideological world. Trump’s political views seem to be malleable: A former Democrat, he is now a Republican who enjoys the support of the far-right fringe. Though Corbyn was once a leftist Euroskeptic, he campaigned for Britain to remain in the European Union last year. Meanwhile, Trump dubbed himself “Mr. Brexit” and formed a personal bond with Nigel Farage, the former leader of the anti-Europe, right-wing U.K. Independence Party.

http://www.washingtonpost.com/video/world/conservatives-lose-majority-in-british-parliament-calls-for-may-to-resign/2017/06/09/e0352cd2-4cdd-11e7-987c-42ab5745db2e_video.html

There is little possibility of warm personal ties developing between Corbyn and Trump. While May has been keen to present herself as one of the U.S. president’s key allies, the Labour leader has criticized Trump frequently. “Donald Trump should not be coming to the U.K.,” he said in February.

But the frustration with political norms that helped Trump in the United States is certainly evident in Britain, too. Page pointed to the Ipsos Global Trends survey, which compares the attitudes of select countries, including Britain and the United States, on politics and social changes. The survey found last year that more than three-quarters of Brits and Americans believed that the economy was rigged to favor the rich and powerful. A slightly lower percentage thought the government does not prioritize their concerns and the concerns of those like them.

British exit polls don’t collect the same complicated data that their U.S. peers do, so a full postmortem on how this anti-elite sentiment may have helped Corbyn isn’t available yet. But there are some hints in pre-election polls. Chris Curtis, a political researcher with YouGov, noted that in the final poll conducted this week, 58 percent of Labour supporters suggested that health care was the most important issue facing Britain, compared with 27 percent of Conservative supporters. May was widely accused of being out of touch after telling a nurse that her lack of pay raises was because there was no “magic money tree.”

In clear contrast to Trump, who received support from significant numbers of older voters, under Corbyn Labour is believed to have found more younger supporters — in part because of dramatic promises such as Corbyn’s pledge to abolish tuition fees at British universities. Registered-voter turnout is reported to have risen to 69 percent for this election. “We believe it will have rose proportionally among the young,” said Page, adding that most of these young voters are likely to have gone to Corbyn.

Where once polls missed right-wing voters, now they ran the risk of missing younger left-leaning voters, Page said. Many of these voters were frustrated by the past seven years of Conservative rule. Britain was once politically divided by its class system, he added, but “now we are a country divided by generations.” Another factor was that after years of political fragmentation, Britain appears to be returning to a two-party system — meaning a distinctly left-wing Labour may be regaining some voters who began supporting the more centrist Liberal Democrats a little over a decade ago.

The biggest similarity between Corbyn and Trump may not have been their campaigns or their support, but their opponents. In the United States, some analysts criticized Democratic candidate Hillary Clinton for running a lackluster and arrogant campaign against her underestimated, upstart rival. In Britain, much of Corbyn’s success is being attributed to May’s failures.

“People went into this election with a very strong impression of Theresa May,” Curtis said, “then she ran a campaign that really went against her chief strengths.” Instead of offering an impression of “strong and stable” leadership, May appeared “weak and wobbly” on the campaign trail. That failure may have helped the initially unpopular Corbyn with the “fastest and most incredible shift we’ve seen since YouGov started polling,” Curtis said.

More on WorldViews

After last year’s Brexit vote, younger Britons look to turn the tide

Law, corporate work, politics? What’s next for James Comey

WASHINGTON — So what’s next for James Comey?

The former FBI director boldly challenged the president who fired him, accused the Trump administration of lying and supplied material that could be used to build a case against President Donald Trump.

But after stepping away from the Capitol Hill spotlight, where he’s always seemed comfortable, the 56-year-old veteran lawman now confronts the same question long faced by Washington officials after their government service.

His dry quip at a riveting Senate hearing that he was “between opportunities” vastly understates the career prospects now available to him — not to mention potential benefits from the public’s fascination with a man who has commanded respect while drawing outrage from both political parties.

Comey was pilloried for his handling of the Hillary Clinton email investigation, yet is now seen as a critical cog in the inquiry into possible connections between Russia and the Trump campaign. He may be called upon to provide more detail about his interactions with Trump, which he documented in a series of memos, even as he turns attention to potential opportunities in law, corporate work or perhaps even politics.

“There’s some jobs where the controversy would not be a benefit, but that’s why I see him ending up in a place where he can be himself,” said Evan Barr, a former federal prosecutor in New York City who worked under Comey in the U.S. attorney’s office. “If he were the president of a college or an important think tank, he could pursue the issues that mean the most to him and not be worried about trying to make anyone happy.”

Comey is unlikely to play any sort of direct role in the investigation now led by special counsel Robert Mueller, his predecessor as FBI director. But he almost certainly would avail himself as a witness to Mueller in any obstruction of justice investigation centered on his firing, or to further discuss requests he received from Trump that he interpreted as directives.

Comey’s carefully crafted memos are laden with contemporaneously recorded details and verbatim quotes that could easily lay down a path for investigators, and already have been turned over to Mueller. In one note, Comey says Trump cleared the room before encouraging Comey to end an investigation into Trump’s national security adviser, Michael Flynn.

Comey’s decision to share with reporters, through an intermediary, details from those conversations, and his insistence on testifying in public attest to his determination to confront the president head-on.

“I do think he is unquestionably, if this thing goes anywhere, one of the star witnesses,” said Robert Anderson, a retired FBI executive assistant director. “It really comes down to his testimony, in some avenues.”

Career options are generally plentiful for departing FBI leaders and attorneys general. Both Mueller and former Attorney General Eric Holder, for instance, took jobs with prestigious law firms after leaving public service.

But few if any have as public a profile as Comey or have generated such intense feelings.

Even Democrats who disagree with his firing remain stung by his revival of the Clinton email investigation days before the November election.

Republicans, pleased some seven months ago but who support Trump, may concur with the president’s assessment of Comey as a “showboat.”

And companies that do business with the government might find it risky to bring aboard someone who’s so publicly at odds with the current administration.

Comey’s name over the years has been floated in politics, though it’s not clear the former Republican — now an independent — has any interest.

Educated at William Mary University, where he wrote a senior thesis on a 20th century theologian, Comey went on to law school at the University of Chicago. The bulk of his work has been in government, with the exception of private practice legal work in Virginia early in his career, lucrative general counsel stints at defense contractor Lockheed Martin and a Connecticut hedge fund, and a teaching job at Columbia University.

He was the U.S. attorney in Manhattan who in 2003 charged Martha Stewart with obstructing justice in a stock trade investigation. He then became deputy attorney general, the No. 2 spot at the Justice Department, where he famously faced down fellow Bush administration officials over a surveillance program authorization. In 2013, he was sworn in as FBI director, a job he’s called the honor of his life.

Friends and colleagues say the father of five reveled in his public service.

“Anyone who has ever worked with Jim as far as I know, certainly speaking for myself, holds him in incredibly high esteem,” said Sharon McCarthy, who worked for him at the U.S. attorney’s office. “You’d be working late, he’d have a Coke in his hand and he’d come in, sit down, put his feet on your desk and start talking,”

Though Comey joked at a Senate hearing one week before his May 9 firing that he perhaps regretted picking up the phone when he was recruited for the FBI job while living comfortably in Connecticut, he also was known to pepper speeches with cracks about the “soulless” private sector.

He’d urge young audiences to imagine asking themselves on their death beds who they would want to have been, saying he hoped everyone’s answer would be that they tried to help others.

His own law firm life, he’d say, was lacking despite the matching furniture, parking space and Colonial-style home that accompanied the job.

“You do not make much money working for the FBI. You will not get famous working for the FBI. But you will be rich beyond belief if you look at it from (the public service) vantage point,” he has said.

One other question for Comey regardless of his next job will be how much he chooses, either directly or through intermediaries, to respond to allegations from Trump or Republicans rallying to the president’s defense. On Friday, Trump strongly suggested Comey had lied about their encounters and accused him of being a “leaker.”

“In the days to come,” Comey friend Ben Wittes wrote on his Lawfare blog, “we’re going to see a full-court press against Comey; indeed it is already well under way.”

___

Follow Eric Tucker on Twitter at http://www.twitter.com/etuckerA:

Copyright 2017 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Pressure in Britain builds on Theresa May to step aside as her party plots her possible ouster

Saturday’s newspapers made for grim reading for May after the shock of Friday, with even her friendliest media outlets piling on blame. The Daily Mail, an anti-immigrant, nationalist tabloid that has spent the past year cheering on May, published a photo of a shaken May along with the headline “Tories Turn on Theresa.” 

The Times of London, a beacon of establishment conservatism that had enthusiastically endorsed May, published an editorial arguing that she had created “a national emergency” by misjudging the mood of the country and that she was now left “fatally wounded.”

“If she does not realize this it is another grave misjudgment,” the paper wrote. “More likely, she is steeling herself to provide what continuity she can as her party girds itself for an election to replace her.”

That seemed to be well underway Saturday. Former minister Ed Vaizey confirmed to the BBC that Tories were discussing possible replacements. But asked whether members were calling one another to plot May’s ouster, he denied it. 

“That’s so 20th century,” he said. “It’s all on WhatsApp.”

Until the early hours of Friday, when the disastrous results for May came into focus, she had overwhelming popularity within the Tory rank-and-file. But that seems to have already changed. 

An unscientific poll of party members by the ConservativeHome website, a popular gathering spot for Tory activists, 60 percent wanted May to step down.

“It’s not clear to me that Theresa May is going to survive the next few days,” said Ian Kearns, co-founder of the European Leadership Network, a London-based think tank. “The level of damage that she’s done to her own brand is immense. The rebellion against her is just getting started.” 

If May does go, the timing will be critical. Some in the party were advocating Saturday that she at least be allowed to stay on for the next several months to stabilize the country as it heads into Brexit talks. 

“Voters do not want further months of uncertainty and upheaval,” William Hague, a former party leader and former foreign secretary, wrote in the Telegraph. “They want to see ministers getting on with the job, while acknowledging democracy and their constrained circumstances.”

May was expected Saturday to name her cabinet picks and to try to carry on with business as usual. It was the same routine she had followed Friday when she responded to the crushing election results by acting as though nothing much had changed.

She would stay on as prime minister. She would keep her cabinet’s elite circle. Her plans for Brexit would go forward. 

“That’s what people voted for last June,” she announced defiantly outside 10 Downing Street after meeting with Queen Elizabeth II to discuss her new government. “That’s what we’ll deliver. Now let’s get to work.”

But beneath the bravado was a creeping reality: A year after choosing to get out of the European Union, voters had stunned the establishment once more. In the process, they may have thrust a dagger through the heart of a young premiership that only days ago had looked to be on the verge of achieving power of Thatcheresque proportions.

At the least, Kearns and other observers said Friday, May will have to thoroughly rethink her plans for Brexit, only days before critical talks with the E.U. are due to launch. An uncompromising demand for a hard break from Europe may have to be downgraded to a far more modest rupture, Kearns said, perhaps one that does not look much like an exit at all.

With murmurs of a party coup building, May sought to buy herself time. She reappointed Foreign Secretary Boris Johnson, Chancellor of the Exchequer Philip Hammond and other top ministers — several of whom are potential plotters and would-be replacements if she is deposed. 

Notably, many of those figures have been quiet since the election, avoiding any public defense of May.

May also promised on Friday there would be no delays in negotiations with the E.U., which are scheduled to begin June 19.

“What the country needs more than ever is certainty,” she said. 

But that was one thing Britain clearly lacked. 

The results from Thursday’s vote did not create any immediate path for the country to retreat from the Brexit brink. But the outcome instantly complicated — if not scuttled altogether — May’s meticulously laid strategy for getting out of the E.U., while also heightening doubts that she can reach a deal with European leaders over the next two years.

Without an agreement, Britain would crash out of the bloc and face giving up all the privileges of membership. Some lawmakers have pushed for Parliament to be allowed an emergency brake that would keep the country in should the talks fail.

At least, May could be forced to rethink her objectives in the negotiations, perhaps pushing for a softer break than the one she had sold to the public this spring.

Late Friday, May suggested she could be considering a course change, telling broadcasters that she would take time to “reflect” on an election that left her authority in tatters and tipped the scales in favor of her political opponents, including the once-hapless far-left Labour Party leader, Jeremy Corbyn.

Final results in every district nationwide put the Conservatives at 318 seats — eight short of what they would need for a working majority in the 650-member Parliament and well down from the 331 they won just two years ago.

The Labour Party won 262 seats — an unexpected gain of dozens of seats under Corbyn

For May, those results were precisely the opposite of what she had hoped. May called the snap election seeking to strengthen her hand in the E.U. negotiations and to further sideline her political critics.

But with her slender majority having vanished overnight, May was put in the humiliating position of having to woo Northern Ireland’s right-wing Democratic Unionist Party — with 10 seats it is Parliament’s fifth-largest — into a deal just to have any hope of mustering the majority needed to keep the Tories in power.

Even that could prove difficult. May said outside 10 Downing Street that the DUP would back her government.

But a deal is not yet sealed. The leader of the Democratic Unionists, Arlene Foster, said Friday afternoon that talks were still underway.

When asked whether May would be able to remain as prime minister, Foster told the BBC on Friday that she was unsure, adding, “I think it will be difficult.”

Foster’s party is likely to strike a tough bargain with the Tories. The Democratic Unionists backed leaving the E.U. but have opposed elements of May’s line in the divorce proceedings — especially provisions that could affect trade and movement on either side of the border separating Northern Ireland from the Republic of Ireland.

The political wreckage of Thursday’s vote also included Paul Nuttall, who stepped down as leader of the U.K. Independence Party. The anti-immigration party had led the charge for Brexit, but its support cratered this year: It won just 2 percent of the vote, compared with 13 percent in 2015.

Scottish nationalists — seeking a boost ahead of an expected second independence referendum — were also dealt a debilitating setback that raised questions about whether the referendum plans will be scrapped.

But the election’s biggest loser was undoubtedly the woman who had decided to call it: May.

The loss was widely interpreted in Britain as a personal repudiation of a politician who seemed to have charmed the country only months ago with her vow to be a “bloody difficult woman” in exit negotiations with her E.U. counterparts. 

Now it is unclear whether she will even make it to the negotiating table when talks begin.

May has vowed a hard break with the bloc, one that leaves Britain outside the single market, the customs union and the European Court of Justice. But she has also promised to deliver a free-trade deal that would preserve the best elements of membership without many of the onerous burdens.

European leaders have insisted that such a sweetheart arrangement is not possible.

On Friday, continental leaders expressed fresh frustration with the latest twist in Britain’s ­drama-laden departure. 

European Council President Donald Tusk responded to the vote by saying there was “no time to lose” to start the talks, so they can be finished by the spring of 2019.

Kearns, of the European Leadership Network, said May’s best hope for keeping her job would be to “bin the entire approach she’s taken so far to Brexit and go back to the drawing board.” 

Instead of the clean break from Europe she’s sought, Kearns said, May would find cross-party support for a softer separation that leaves Britain formally outside the E.U. but with many of the same attachments that define its relationship to the bloc today. 

But without that sort of pivot, he said, May’s time in power is probably running out. 

“If she tries to stick with the same approach, her own party will remove her,” Kearns said, “because they understand that her strategy is doomed to failure.”