As someone that started podcasting over 10 years ago, it’s amazing to look at how this medium has evolved over the years. Left for dead back just a few years back, podcasts have made a major resurgence thanks to the popularity of shows like Serial, Crimetown and Presidential.

Back in February, we at W2O launched our own new audio series called the What2Know Podcast. The show focuses on learning about best practices, insights and innovation from a variety of industry experts. And while the show caters to leaders in the marketing and communications space, we work hard to make these entertaining (and valuable) for anyone that chooses to listen.

Now that we are 32 episodes in, it felt like the right time to take a look back at some highlights from our guests who have included some incredibly talented people ranging from celebrity chef, Tyler Florence, to Founder of the LAGRANT Foundation, Kim Hunter. Our topics have ranged from using social media to creating amazing fan experiences to escaping from Vietnam with a broken back and dysentery.

Here are a few of my self-created awards from yours truly:

  • “Dumbest moment” Award — Normally, I try and do a fair amount of research before each of my interviews but this process sometimes gets short-circuited when serendipity strikes. Just such a moment happened at the NewCo Shift Summit back in February when I bumped into Grammy-nominated singer/SuperPhone CEO, Ryan Leslie, in the hallway. I hadn’t had Mr. Leslie on my list of interview targets but after hearing his keynote presentation, I realized he was a “must get.” Luckily, I was able to do some crash research on him and had enough material to go on. So we sit down and before I hit the “record” button, I address him as Leslie Ryan. Duh. This turned into a laughable moment soon thereafter when we started the interview and Mr. Leslie waves his conference badge at me as I introduce him so I won’t mix up his name again.
  • “Most enjoyable” Award — While I’ve really enjoyed doing many of these interviews, I was pleasantly surprised at how enjoyable my interview with Stephanie Cathcart, global head of external affairs for GE Oil and Gas, went. Following Stephanie’s talk at the National StratComms Summit, I knew we were like-minded but five minutes into our conversation, there was just this incredible chemistry. She is a total digital nerd and understands the importance of great content.
  • “Best music connection” Award — I had met Comcast’s Chief Product Officer, Chris Satchell, several months before at a VIP party hosted by Comcast in support of the Olympics. Our mutual friend, Brian Solis, introduced us and we chatted for a good 30-40 minutes on at a rooftop bar in the Dogpatch neighborhood of San Francisco. The interview itself was a lot of fun because Chris is an absolutely brilliant technologist but at the end when I asked Chris about the “one album” he would chose to listen to on a deserted island, he shared his top three. And of the three: 1) Achtung Baby, U2, 2) Dirt, Alice in Chains and 3) American Idiot, Green Day, I could have easily chosen any of them for my “deserted island” album. I knew at that point that Chris and I would become good friends.
  • “Sweating bullets” Award — Similar to my “Dumbest moment” Award, I had the luck of sitting down with Mark McKinnon, the Executive Producer/co-host of Showtime’s, The Circus (also the campaign strategist for President George W. Bush, Senator John McCain and former Texas Governor, Anne Richards). I hadn’t expected that I would be able to interview Mark so when he agreed, I was on cloud nine. Unfortunately, the podcast unit I normally used was back in San Francisco so I had our second unit shipped from Austin. Three minutes into the interview, the batteries died and the bag the unit came in didn’t have backup batteries. Needless to say, I spent the next 10 minutes apologizing profusely to Mark while my colleague, Ally Masi, ran around like crazy looking for four AA batteries. Fortunately, the batteries were found and the show continued. And Mark was the consummate guest.
  • “Holy crap I can’t believe I’m talking to this person” Award — I’ve been a huge fan of the musician, ZZ Ward, for five years now. I’ve easily listened to her album, Til the Casket Drops a few hundred times and was quite impressed by how engaging yet approachable she was on social media. As luck would have it my friend (and President of Techonomy), Josh Kampel, knew her manager. Several weeks after I first connected with ZZ’s people, I was able to land an interview with Ms. Ward. It was one of the few I’ve had to do over the phone but it was still one of my all time favorites.

It’s been an awesome 32 weeks ride with some amazing guests. I look forward to the next 32. A big shoutout to all you listeners. And a special thank you to Blaire Clause for producing the show and Maya Ollie for creating the accompanying blogs and social posts.

You can listen to an abbreviated audio recap of the show below. Subscribe for our weekly updates!

 

In this week’s Social Scoop, we’re taking a deep dive into the recent updates from Twitter Instagram, Snapchat, and of course, Facebook – because when would a week go by without a Facebook update? Twitter’s announcement of a possible 280-character limit has created buzz amongst all Twitter users, including brand handles. Instagram is taking note on how user’s comment and what they are saying, enabling a new safety policy that makes the platform a positive place for people to express themselves. Snapchat announced 14 new creative partners that will be working closely with brands to create a memorable story ad experience….and lastly, Facebook is working amping-up the Messenger app, yet again.

Twitter Tests Increasing Character Limit to 280 Characters

  • As most of you are already aware, Twitter announced that it is testing a 280-character limit for tweets. This update is in Beta testing for select users right now, but if testing is well perceived, they plan to expand the increased character limit to all accounts. With 140-characters, users are restricted in their story telling and information sharing, and often users leave out key aspects of a message to make their status fit within one tweet. Twitter is hoping that this motivates users to tweet more frequently and create thoughtful messages. The increased character limit will be available in every language except for Japanese, Chinese, and Korean because these languages use less characters in their text font than most other languages.
  • What it means for brands: While this is not immediately available to brands and users yet, if Twitter rolls out this update it could have the potential to drive more advertising and engagement on its platform. It is difficult to fit a clear message into 140-characters, which turns people away from using the platform. With this update, brands can leverage the higher character limit with powerful messages that catch the eye of their target audience. Twitter’s targeting capabilities are very detailed, with the ability to target followers of certain pages. The combination of detailed targeting and more robust messages could put Twitter at the top of the list for brands.

Additional Resources: Social Media Today, New York Times, The Verge

(The Verge)

Instagram Continues Optimizing User Safety

  • Instagram is working diligently to decrease the amount of negative and abusive comments on the pictures of their now 800 million users. There have been 3 big updates in the last few months:
    • Recently, they enabled public account users to choose who can and cannot comment on their pictures
    • Back in June, they expanded their comment block capabilities, which allows users to opt out of receiving offensive comments on their posts. This idea is similar to Facebook’s spam filter, except instead of having to input keywords to block, Instagram will do the blocking for you through automated algorithms. The comment block capabilities are available in English, Arabic, French, German and Portuguese.
    • They added an anonymous reporting feature during live broadcasts that will allow viewers to flag any live comments (that come in from another user that they think may be harmful or alarming) directly to Instagram’s 24/7 support team who would give the individual the help that they need. Cheers to Instagram for working to create a positive platform for self-expression and kindness.
  • What it means for brands: Brand safety is a major concern and with the implementation of expanded comment block capabilities, brands can feel rest assured that any offensive or inappropriate comments will be automatically hidden. Additionally, the anonymous reporting feature could be especially useful for Pharmaceutical companies. If during a live broadcast a user commented something that needed to be handled but was out of the realm of the company and was not considered an adverse event, the ability to flag the comment to Instagram gives brands peace of mind that the viewer will receive the care that they need.

Additional Resources: Social Media Today, TIME, Instagram

(via Social Media Today)

Snapchat Adds 14 New Creative Partners

  • Last January, Snapchat introduced a creative partner network which would assist in ad creation for advertisers. Recently, they have expanded their creative network by adding 14 new companies to the list. Originally, the partners offered support for designing interactive ads that would appear between stories. Now, Snapchat has added its new partners to enhance the ad experience for users after they swipe-up on an ad and show interest in the brand or product. The partnerships bring the following new capabilities to Snapchat: custom games, interactive videos, gyroscope-powered experiences, lead generation campaigns, and pre-loaded Instant Apps as destinations for Snapchat ads.
  • What it means for brands: With the addition of new design and technology partners to help brands advertise on Snapchat, brands can create a unique and memorable experience for users that swipe-up on an ad. There is really an opportunity for all, as long as platform is the right platform for your audience.

Additional Resources: Marketing Land, Snapchat, TechCrunch

(via TechCrunch)

Facebook Launches Click-to-Messenger Ads

  • According to Facebook, 18 million businesses exchange more than 2 billion messages with consumers each month. With this large number in mind, Facebook launched click-to-messenger ads to increase awareness of company messenger platforms as a means for consumers to communicate with brands. The ads will be clickable, and instead of driving to a landing page they will drive to the brands account on messenger. A survey conducted last year by Harris Poll found that 78% of adults were not aware that Facebook chatbots exist. Facebook hopes this new type of ad will bring more awareness to this method of communication between brands and consumers.
  • What it means for brands: Using click-to-messenger ads is a great way for brands to ensure quality and timely customer service and communication with consumers. Driving awareness to a company messenger bot can expedite customer service and increase overall customer satisfaction. The ad format is like other ads, with the option of single images or videos, carousels of multiple photos or videos or Facebook’s slideshow format that stitches together photos to play like a video. We all know that bots are the future of communication, and there’s no shocker Facebook is owning the lead in rolling out new innovations.

Additional Resources: Marketing Land, Facebook

(via Facebook)

There have been some big updates to hit the social sphere over the last week. Facebook is planning to increase click-through-rates and conversions via its magazine-esque shoppable ads. Also, you may have missed it, but Instagram’s new full-screen story ad is making its debut. LinkedIn’s newest Audience Network Update may impact your targeting & Twitter is making changes to their admin capabilities by making it easier for multiple people to work on the same account…from a mobile phone! See below for updates & let us know your thoughts!

Facebook Updates its Shoppable Ads & Custom Audiences

  • Facebook is updating the shoppable collection ad format that was rolled out this past March. Shoppable collection ads drive product discovery and sales through a series of product images or videos, mimicking a catalog. The new update includes mobile-only, full-screen ads called “lifestyle templates.” With lifestyle templates, brands have more flexibility to include more robust information for consumers such as maps to brick and mortar stores or multiple product images and descriptions. These are being called a “digitalized magazine ad,” aimed to allow advertisers to bring their print creations to mobile. Additionally, Facebook will begin sharing metrics for brands on where their ads appeared via post-campaign placement reports. This is to ensure that brands are aware of what kind of third-party apps and websites their content is being displayed on through Facebook’s audience network. Lastly, Facebook has updated their engagement custom audience capabilities for brands. These updates include creating a custom audience for people who previously engaged with full-page canvas ad, as well as people who have engaged with the Instagram account linked to a brand’s business manager.
  • What it means for brands: A larger template for ads is highly beneficial for brands, as this means that they are paying the same price for more newsfeed real estate. Additionally, brands have the option to become more creative with their ads and display the product on a larger scale to drive users to the website. Providing brands with reports entailing ad placements after a campaign ends gives brands an idea of what kind of third-party sites that their content is appearing on.

Additional Resources: Social Media Today, Marketing Land, AdWeek

(via Marketing Land)

Instagram Brings Full-Screen Canvas Ads to its Platform

  • Instagram’s latest update is here – canvas ads for Instagram stories. Although Instagram story ad placements have been available to brands, implementing canvas ads into stories will create a new, full-screen ad experience for users. Also, brands can save organic story content for ad campaigns through Power Editor and Ads Manager. This will allow brands to create evergreen content on IG that can then be set up as an ad on Facebook. Lastly, to increase the reach of stories, Instagram has implemented a feature that will allow users to direct message someone else’s story to a friend. If brands/users wish to have this feature turned off for privacy reasons, that option is available as well.
  • What it means for brands: Canvas ads create a unique, full-page experience for consumers. With the canvas ad option, brands can create more robust, detailed story ads to further engage with consumers. Allowing brands to save story content to use at a later date in a Facebook ad could be highly beneficial for brands, as Instagram stories are candid and entertaining and more video content to leverage means more engagement across content. The new feature, which enables direct messaging an Instagram story from user to user, could exponentially increase the already 250 million users viewing stories daily.

Additional Resources: AdWeek, Marketing LandTechCrunch, Ad Exchanger

(via Ad Exchanger)

Twitter Introduces Account Sharing in Mobile App

  • Twitter has set up a new feature that will enable multiple admins to manage a brand’s Twitter account at one time, on-the-go, without sharing login information. The new account sharing feature that is being made available to mobile lets multiple employees and partner agencies to tweet, retweet, direct message, schedule tweets, and create lists all from a mobile phone. Previously, the only way brands have been able to do this for Twitter is through the tool Tweetdeck, which is only available on desktop. It looks like Twitter is one step close to on the go monitoring and management.
  • What it means for brands: 24/7, on-the-go access by multiple people at once means brands can be more timely and present than ever. If relevant content is posted at 11:00pm on a Saturday, an employee or partner agency can easily login to the Twitter account sharing app on their phone and do a quick retweet or post of their own, without having to worry about accessing their computer. Moreover, multiple people can be working on the same brand’s account at once on their mobile phone. For instance, it multiple people need to do community management on a page, they no longer have to login with their credentials via desktop: they can now do it right on their phone, via the Twitter app. Set this up for your brand It could get tricky though with so many admins working from the same platform, so make sure to assign roles upfront!

Additional Resources: Marketing Land, TechCrunch, Twitter

LinkedIn Introduces New Audience Network

  • LinkedIn has launched a new audience network that allows brands to target content to users on third-party websites and apps. The way it works is simple: LinkedIn can place targeted ads into the News Feeds of those who have recently logged into their LinkedIn profile on other websites and apps that they visit. Brands can also control the types of third-party websites and apps that their ads appear on to ensure brand safety.
  • What it means for brands: LinkedIn campaigns can now perform at a much higher reach by giving brands the option to have ads appear on other websites and apps. By increasing the potential reach of campaigns, brands can feel rest assured that their paid social spend is being used efficiently and reaching a vast audience.

Additional Resources: AdAge, LinkedIn

(via LinkedIn)

This week on the Social Scoop, learn more about Facebook’s continued efforts to put brands first, Snapchat allowing brands to cherry pick the placement of their ads, and LinkedIn’s very exciting update involving video.

Facebook’s 3 Key Updates This Week

  • Here’s what you need to know about the Facebook updates:
    • To improve ad performance for brands, Facebook has created a list of 17 types of organic posts that can no longer be promoted. You can view the full list here, but the list includes boosted posts that are least commonly used, so no need to panic.
    • Facebook also made some cosmetic changes to the newsfeed. These changes include circular profile photos, slightly larger photos attached to a link, shaded background in text to make it easier to read, and displaying comments in message bubbles. Did you notice?
    • Facebook’s last update for this week involves Facebook Live. When users go live on Instagram (a Facebook owned platform), the live stream automatically populates into their story. Now, the same will happen for Facebook. Users have the option to turn this feature off, but if they do not, their live stream will automatically go onto their story. This one is a big one, since brands that go live will hopefully garner a greater reach and gain the immediate attention for followers who log into Facebook mobile and may not realize from the News Feed that a page is live.
  • What it means for brands: Facebook wants to optimize the ad process for brands, and eliminating underperforming posts from being promoted will help brands be more efficient with their ad spend. Using Facebook Live can be a very powerful tool for brands, and adding the ability to have Facebook Live populate on a brand’s story will greatly increase the reach of the live stream. Additionally, it is always important to stay up to date when there are platform changes, should there be new spec sizes, or formatting updates that impact assets and approvals.

Additional Resources: Marketing Land, Marketing Land, Marketing Land, Tech Crunch, Facebook

(via TechCrunch)

Snapchat Adds Manual Ad Placement Controls for Brand Safety

  • Snapchat is continuing to evolve its advertising capabilities. Their most recent update allows brands to have more ad placement control. By default, ads run within all available ad inventory. This raises a concern for brands, as they want to ensure that their ads are appearing around brand-safe / relevant content. The new update will give brands three options for ad placement to have full control over where their ads are appearing on the platform.
  • What it means for brands: The first option for ad placement is to do content exclusions, where brands can choose up to seven categories that they do not want their ads to appear next to. This could be for brand-safety or contextual reasons. The second ad placement option is to choose to have ads to only show up next to curated content, which would be content from Our Stories, Publisher Stories, or Shows. The third option is non-curated content only, which could be less expensive ad placement buys. Giving brands ad placement options like these adds value to the platform as it continues to grow its advertising sector.

Additional Resources: Marketing Land

(via Marketing Land)

LinkedIn Rolls Out Native Video Uploading to Platform…But Not for Business

  • LinkedIn now allows native video uploading…although they have not made this available to company pages just yet. The platform predicts that this will come as video evolves. For now, it is available to personal pages only. There is a three second view time, which means that users are counted as a view if they watch the video for three or more seconds. Additionally, LinkedIn will provide insights on the type of people who viewed your profile, including the company that they work for or their job title. For privacy reasons, these characteristics cannot be tracked back to a specific profile- they will all be put into the same bucket, anonymously. For example, if John Smith, an analyst at Google, views a person’s video, the user who posted the video can see that an analyst from Google viewed their profile but will not know that it was John Smith.
  • What it means for brands: Video is a powerful advertising tool and traditionally gets a higher rate of engagement than plain images, across all social channels. When LinkedIn gives brands the ability to post videos on the platform, it will open the door for a lot of creative opportunities for advertisers. Additionally, the video viewing metrics will be valuable to brands as they can get insight into demographics of their viewers and look for trends among this information.

Additional Resources: Marketing Land, The Drum

(via Social Media Today)

For many initiatives, achieving high social engagement is a necessary step towards reaching an end goal. But in most cases, engagement alone doesn’t do enough to drive tangible results. No brand wants impressions for impressions’ sake—they want impressions that create an audience inspired to act.

The Millennial audience is one that is growing in importance as a powerful driver of the consumer economy, and while social media is native for them, most Millennials still report feeling overwhelmed by balancing their “double life”—that is both a social media presence and a real-world presence.

To harness the true actionable potential of the Millennial audience, it is crucial that communicators help Millennials bridge the gap between their lives on social media and their real lives; this bridge is content that inspires both engagement in the social realm and action in the realm of reality.

Luckily for social media marketers, Millennials are more willing than any other age demographic to base their actions upon content they consume in social channels.

A study conducted by Deloitte in 2015 found that 47 percent of Millennials say their shopping habits are influenced by social media, with 33 percent being influenced by social in health and wellness purchasing decisions. Survey respondents in other age demographics were only 19 percent likely to say that social media influences their buying actions.

This does not imply that Millennials are simply most willing to be passively led to action by branded social posts. Their adjusted action instead stems from content posted by their peers or trusted celebrities, such as product reviews. Social media content resonates with Millennials because it allows them to take informed action in the marketplace while still satisfying their innate craving for authenticity and social connection. These needs are no longer met by traditional corporate advertising.

Travel is also an area where Millennials find social media to be particularly actionable. A study by the Blitz Agency in Los Angeles found that 15 percent of Millennials say they use Facebook to decide where to travel, and 13 percent claim to base their travel actions on Instagram content. This ranks social media as the second strongest force driving Millennial action in the travel category, after word of mouth at 16 percent. This indicates that Millennials’ desire to feel like part of connected physical group is not purely metaphorical— they want an in-person connection.

Our very own Millennial employees here at W2O also noted that social content that features surprising facts and statistics also serves an extremely effective bridge between engagement on social media and real-world action. For example, shocking statistics that revealed a hidden truth about how destructive K- Cups are to the environment inspired one Account Associate stop using them to get her caffeine fix.

These examples demonstrate that content will spark action if it provides Millennials information about their peers’ actions or offers bold statistics. Both types of information serve as a compass, helping Millennials to guide their own actions to meet their innate desires for social belonging and authenticity.

And it makes sense that these factors would drive action. Perhaps the two halves of Millennials’ “double lives” are not as unique as previously thought. Historically, society has been most driven to action by leaders who create a sense of community and seem personally authentic. Why shouldn’t the same hold true in the social realm?

Engagement will come to those brands that make themselves relevant to their audience. But action on the part of Millennials will come to those brands that dare to cultivate online communities and strong, authentic brand voices on social media.

In a world where the internet is no longer optional, having a social media presence has become a requirement for individual users and companies alike. Technology and thorough research have given us the ability to target our content to precisely the right audience. The only remaining question is: what content should we be putting in front of these semi-captive social users to inspire engagement?

As Millennials have entered the workforce in increasing numbers, it may be possible to leverage their native knowledge of social media to create content that inspires not only a chuckle, but the virtual nod of assent that is a like, share, retweet or comment.

One factor that Millennials report as a deciding factor for engagement levels is whether the content fits into their online persona. Any online action is public, and thus reflects upon the user’s personal image. The increasingly common, carefully cultivated social media life means that for something to be worthy of sharing, it must fit into the user’s personal brand.

A recent ad for Vitamin Water featuring Breaking Bad’s Aaron Paul struggling through a workout was repeatedly mentioned as one that Millennials were more than happy to share, comment on or tag friends in. Lovers of the show, fans of Paul’s, or really anyone who has ever not truly been 100% enthusiastic about their time on the treadmill (aka everyone) could identify with this ad, and the 15 second bite-sized Facebook clip was perfectly share-ready.

Another ad that inspired engagement among Millennials was the 2017 Heineken ad entitled ‘Worlds Apart.’ Several pairs of strangers from opposite sides of the political aisle each build a bar together while getting to know each other, and are then shown a clip of their partner sharing their social and political opinions, taped prior to their shared experience. When given the option of leaving or talking it out over a beer, each chose to remain and engage in discussion. Regardless of where you may fall politically, this ad inspires engagement. After all, who wouldn’t want to be known for espousing a love of peace-keeping and beer?

What these two seemingly dissimilar ads have in common is the ability to incorporate peoples’ existing interests, like sharing a beer and television, and common enemies such as working out and political divisiveness, so that content is seamlessly integrated into the user’s existing online presence. While the respective products are not necessarily the immediate focus of either ad, both brands received major props for their enlightened involvement that garnered far more attention than placing the product front and center ever could.

Another facet to gaining engagement centers on which channel is utilized. Millennials overwhelmingly admit that they exhibit what are basically split personalities, not just between their social media and their life in the “real” world, but between different social media channels as well. Essentially, a person may have an Instagram personality that is slightly more wild than their semi-reserved Facebook persona, while their LinkedIn personality is so bland it can’t even sit with them.

As a result, the same content that gets unprecedented engagement on Twitter, where Millennials report feeling less inhibited in their social actions, may report next to no engagement in front of the same audience on Facebook, where family, friends and potential employers promote a greater level of self-censorship.

For this reason, content that is bolder, riskier, and potentially less PC (a risk companies should maybe not always be willing to take) may perform better on Twitter, such as Wendy’s replying with extreme sass to customer requests, while Facebook may be the place for the safer content that can be more appropriately shared.

Branding has become so entrenched in everyday life that its power cannot be overstated from a personal, professional or corporate standpoint. Everything we do online is now available for our entire network to see. While we’re all focused on our personal brands, when it comes to creating engaging social media, companies should think less about how the client can fit their corporate identity, and more about how they can be relevant to the client’s personal brand.

This week’s social scoop includes exciting updates across Facebook, Instagram, Pinterest, and Snapchat. Learn more about geo targeting updates, watch how Live-stream capabilities are evolving, and read about how Snapchat is continuing to make itself a valuable medium for brands to advertise on.

Facebook’s 2 Key Updates for Brands

  • There are a few different updates from Facebook this week.
    • Facebook has been testing the implementation of new Facebook Live tools. These updates include the addition of Geo Controls, allowing brands to target their Facebook Live to users in a specific area.
    • Facebook now allows brands to promote influencer posts as ads. It’s simple: an influencer will publish content for a brand using Facebook’s labeling system, then the brand can go in and promote the post as an ad. For this to work, the influencer must check the box allowing the brand to promote it. Only the brand associated with the influencer’s post will be able to run it as an ad.
  • What it means for brands: The ability to implement geo targeting into Facebook Live gives brands the opportunity to target people nearby. For example, if a retail store was hosting an event and went Live, that brand could target users within a certain mile radius of the event, encouraging them to stop by. As for the influencer update – this is big for brands. Currently the only capability close to this is Branded Content. Brands work with influencers all the time and this capability allows a brand to reach its own (and much larger) custom audience by not only reaching the influencers audience, but also providing credibility to the post and reaching the brands audience as well.

Additional Resources: Social Media Today, Marketing Land

(via Social Media Today)

Instagram Adds Guest Feature for Going Live

  • Instagram is following in suit with Facebook, now allowing users to have guests join their live-broadcast. Currently, the option is only available to a small subset of users, but the platform plans to implement this widely over the next few months.
  • What it means for brands: Giving brands the opportunity to have more than one user on a broadcast is highly beneficial for a couple of different reasons. First, it makes the very authentic way of communicating with an audience a bit less awkward and more natural, as it can be more conversational. It also opens the ability for brands to conduct interviews on Live stream. This could be useful for brands that are working with influencers in different places, allowing the brand to have themselves and one of their influencers go Live together and do a Q&A. This could also help save money in the long run.

Additional Resources: Social Media Today, Instagram

(via Social Media Today)

Pinterest Introduces Auto-Play Video Ads

  • About a year ago, Pinterest began testing the use of promoted video. Now, auto-play promoted video is available to all brands just like Facebook. The most popular type of video is the “how-to” videos, with 80% of pinners stating that these types of videos helped them learn something.
  • What it means for brands: Video content is known to perform very well across all platforms. By having the opportunity to promote video content on an app like Pinterest, brands can get a little bit more fun and creative with their content, knowing that it will be relevant to the space! For example, the image below features an ad from Cheetos. In this ad, the brand placed a boot-shaped Cheeto on display and discussed the quality of the “boot.” While the idea seems silly, the placement for the ad makes it relevant. The ad shows up in the feed and auto-plays when users search a relevant keyword such as “knee high boots.” Most importantly, the value of impres
  • sions and engagement significantly increase with video, especially with an auto-play feature. Brands should start seeing greater engagement on their promoted video content on Pinterest.

Additional Resources: Social Media Today, Pinterest, Marketing Land

(via Social Media Today)

Snapchat Continues to Better Back-End Advertising Experience

  • Snapchat is making quite an effort to make itself a desirable platform for brands to advertise on. With this, they have been making metrics reporting and the overall back-end marketing experience more valuable to brands. The most recent updates include bulk campaign and ad set creation, ad testing abilities, new reporting techniques, and audience and media libraries. The audience and media libraries are a place where brands can save their audiences to use for later, as well as save media that is uploaded.
  • What it means for brands: As Snapchat’s back-end improves, brands are now able to rely on quality reporting and user-friendly technology to measure and maintain campaigns, similar to Facebook’s Power Editor. They can start using metrics to report on ROI, which wasn’t available previously and possibly made Snapchat a less-worthy platform to spend their media dollars.

Additional Resources: Marketing Land, Snapchat

(via Social Media Today)

Lately we have been seeing social media channels becoming increasingly similar in their features and capabilities. The competition between apps and media outlets is fierce, and top-performing platforms are working tirelessly to one-up each other. This is great for users and brands, as this is improving overall experience.

LinkedIn Adds Website Demographics & Ability To Post Multiple Photos

LinkedIn has been working to improve user experience on the app and announced two new updates to the platform this week. First, they released a new tool called “Website Demographics.” This tool will provide insight on who is visiting a website based on profile data. This works like Facebook’s Pixel and Google Analytics. Marketers will be able to filter data based on eight segments:

  • Job title
  • Industry
  • Job seniority
  • Job function
  • Company
  • Company size
  • Location
  • Country

Additionally, LinkedIn added the capability for users to add multiple images to a single status update. Although there are no live story capabilities yet, this will allow people to tell more of a story from professional events or industry meetings and is more in line with the asset uploading functionalities other top social platforms.

  • What it means for brands: With the ability to look at website demographics, brands will be able to adjust their targeting based on data provided. For example, if a marketer was originally targeting people in IT but realize that HCP’s from the East Coast are visiting their website more frequently, they could create a campaign to reach the HCP’s with your product. The benefit of uploading multiple pictures for marketers will be to showcase more images and tell a story, thus providing more overall post engagement.

Additional Resources: Social Media Today, Social Media Today

(via Social Media Today)

Snapchat Finally Updated Ad Insights For Brands

  • Snapchat has worked with third-party measurement firms to roll out its marketing mix measurement program. Previously, brands were skeptical to advertise on Snapchat because of the little consumer data that was available at the end of campaigns. The update will allow brands to track campaign ROI and sales lift. The update also allows for programmatic buys and AB Testing of ads.
  • What it means for brands: Just in time for 2018 planning (marketing talk!!), Snapchat can now guarantee more insight into campaigns launched on the platform. This will allow brands to compare performance to other campaigns running on various platforms, as well as evaluate the impact on a business’s bottom line. This additional insight was added to make brands more inclined to use Snapchat to advertise, as before there was little measurement or ROI data.

Additional Resources: Marketing Land, Advertising Age

(via Advertising Age)

Facebook Launched New Custom Audience Capability

  • Facebook recently launched a new custom audience feature. Brands now have the capability to do event-based targeting via Facebook. Put simply, this means that marketers can pull the data from Facebook event RSVP lists and target those profiles with ads. Very helpful!
  • What it means for brands: This will serve as a great re-targeting method. If a brand hosts an event, marketers can pull all of the “going” responses to the event and target the users who have responded with a special promotion or message for attending. On the opposite end, brands can also pull the “interested” and “no” response lists with hopes of targeting them to attend a brands next event or try out a new product or service that they missed by not being in attendance to the event. Brands can also use this to create a lookalike audience, targeting people with similar interests to those that responded to the event.

Additional Resources: Marketing Land

(via Marketing Land)

 

There’s a lot happening this week in the social media realm for both users and advertisers. Check out new targeting capabilities on Instagram & Snapchat. See LinkedIn’s new ads manager, & stay up to date on recent changes from Facebook!

Facebook Messenger now has Ad Feature

  • Facebook has expanded its advertising capabilities by launching messenger ads on both Facebook and Instagram. The platform strategically waited to launch messenger ads until it could build up the number of users that downloaded messenger. Today, this number sits at about 1.2B active monthly messenger users. The way that messenger ads will work is that sponsored content will auto populate in their messenger feed. When a user clicks on the sponsored message, it will automatically redirect them to a landing page of the brand’s choice.
  • What this means for brands: Advertisers can now auto populate ads to its users, forcing them to have to look at their message before they keep scrolling. Although this is a great way to reach people, advertisers need to make their ads enticing enough for users to click.

Additional Resources: Social Media Today, PR Daily, Facebook

(via Social Media Today)

Facebook Removes Ability to Edit Link Previews

  • Facebook announced that it is going to change the way that brands can edit the link previews attached to posts. The ability to edit a link preview means that when a link is posted, brands can edit the automatically generated description from Facebook. Now, brands will no longer be able to edit. The rationale behind the change is to minimize the amount of “phishing” on the platform, with hopes of preventing spammers from editing the link previews to contain false information.
  • What this means for brands: By September 12th, 2017 all media publishers on Facebook must establish link ownership, a tool that Facebook has provided for media publishers only. To access this, simply follow the instructions on the graphic below.

Additional resources: Social Media Today, Facebook

(via Social Media Today)

LinkedIn Upgrades Campaign Manager

  • LinkedIn has made changes to their campaign manager which will make it easier for advertisers to manage campaigns. This will have an improved and more organized workflow, easier access to campaign performance, and a design that is more aligned with the LinkedIn feed.
  • What this means for brands: Advertisers can more easily navigate campaign manager and pull metrics more efficiently

Additional Resources: LinkedIn

(via LinkedIn)

How Snapchat’s Snap Map Feature Is Shaping Up for Advertisers

  • There are different reactions to the Snapchat map across the board. While some users find it as an invasion of privacy and have chosen to go on “ghost mode,” others feel more connected by being able to view stories around the world. Advertisers are feeling largely positive about this because of new location-based targeting capabilities. Yes, advertisers can do location-based targeting via video ads on Facebook, but the issue is that 95% of these videos and ads are played without sound. When users are scrolling through Facebook, they are not solely there for video content. On the contrary, Snapchat, users already have their sound on when the ads come up because they are accessing the application with the purpose of viewing videos.
  • What this means for brands: Essentially, this feature is opening up a brand-new world for advertisers to drive in-store traffic as well as increasing engagement and clicks to blogs or landing pages.

Additional Resources: Social Media Today, Business Insider

(via Business Insider)

Instagram Ups Its Retargeting Capabilities

  • Under the “Audiences” tab in Facebook business manager there are three new retargeting options for Instagram. These three options include: video, lead form, and Instagram business profile. The video capability allows advertisers to target people who have watched a certain length of their video. Lead form includes people who have opened, completed, or submitted a form that brands have previously targeted them with. Instagram business profile targeting allows businesses to target anyone who has previously interacted with their profile page.
  • What this means for brands: Now, advertisers can retarget leads based on how they have interacted with a page and to the degree in which they have interacted. This is a big advancement for advertisers, as now messaging can be tweaked for each different retargeting audience. This could be particularly useful for brands working with influencers. The influencer could post the video, and brands could then buy the audience that interacted with the influencer’s post and create ads to retarget these users.

Additional resources: Social Media Today

(via Social Media Today)

Say “hi.”

Contact Us