W2O Social Scoop: 03.30.2017

Facebook’s kicking it up a notch this month with some consumer-based ad capabilities. Not only will it be easier to shop, but users will (hopefully) only receive the best-performing ads and their products. If you’re back-and-forth between a ‘Like’ or a hysterically laughing emoji Reaction, choose wisely. Reactions are soon to be valued more than ‘Likes’ within Facebook reporting. That ab sculpting live video you watched from your favorite fitness guru can now be saved and (maybe) used at the gym later with Instagram’s live video saving feature – don’t sweat (the small stuff)! Check out the full stories below.

Facebook’s New Collection Ads Help Brands Tell a More Visual Product Story

  • Facebook launched their new Collection Ads, which are named so for a reason. They are a compilation of a video or image followed by easy-to-click images of the products relevant to the ad. For example: watch a video of someone making a quick recipe and the below products could be the knives, bowls and fancy cheese graters used in that video. You already see image ads of products you can buy from retailers, and now brands can further entice you by smacking you in the face with the link. Give in or keep scrolling. Your choice.
  • What it means for brands: If created and delivered correctly, Collection Ads could mean decreases in cost-per-conversion and an increase in sales for brands. So, what do brands have to lose besides their inventory? Brands should ensure their videos/images and the linked products do indeed correlate with eachother. Otherwise, your video could say, “use this cheese grater for a superb cooking experience,” while your linked product images could say, “great fun to be had with children’s train sets”. Use complementary products, be strategic.

Additional resources: Adweek

(via Venture Beat)

Facebook Just Changed the Mobile Web Landscape With Header Bidding

  • Facebook is now rolling out header bidding to AppNexus, Amazon Publisher Services, Index Exchange, net, Sonobi and Sortable. What do all of these ad-tech companies have in common? They’re all now able to utilize Facebook’s Audience Network (FAN) within their header bidding technology. This type of bidding lets publishers auction inventory to a ton of potential buyers at once before taking the highest bid and delivering that ad instead.
  • What it means for brands: Publishers who are using FAN within header bidding saw revenue sale increases of 10% to 30%. According to AdvertisingAge, publishers like the Washington Post, Daily Mail and Forbes were working with Facebook to introduce the offering, which gives them the ability to plug into FAN and receive ads bought through Facebook’s sophisticated data and targeting technology. Brands and other publishers need to keep an eye on the header bidding trend, especially now that FAN is involved.

Additional resources: Adweek, San Francisco Chronicle

(via Adweek)

Want More Facebook Reach? Motivate Fans to React

  • While Facebook Reactions were introduced in 2016, they’re now stronger than ever. When first debuted, a reaction held the same weight as a ‘Like’. Now, they’re getting a promotion and will be valued more than a ‘Like.’ Sammi Krug, Facebook Product Manager says, “…if people leave a Reaction on a post, it is an even stronger signal that they’d want to see that type of post than if they left a ‘Like’… So we are updating News Feed to weigh reactions a little more than ‘Likes’…”
  • What it means for brands: Because consumer engagement associated with a post is of the utmost importance, there is no surprise Reactions will now be held to a higher standard. Long story, short: brands need to invite consumers to engage and ensure they do so. Want to really raise the roof? Add video!

Additional resources: Digital Trends

(via Social Media Today)

Instagram Is Now Allowing Users to Save Their Live Videos

  • Don’t have your iOS or Android updated to the latest version? Well, if you want to save any live Instagram videos, get to updating! While comments, likes, number of viewers and Reactions will not be saved, you can still struggle to copy that makeup tutorial via your camera roll, later.
  • What it means for brands: Brands should broadcast content that’s save-worthy. Additionally, invite your audience to save your content afterward. You can quite literally say, “Welcome to our live video! Make sure you save our broadcast for a rainy day.” In return, watch what you say…because viewers will save you in their camera roll…dun dun dun.

Additional resources: Engadget, Digital Trends

(via Engadget)

Brands Are Digging Into GIF Data to Understand Consumer Behavior

  • GIFs are breaking into the world wide web (and every single group message in the world) with full force. These viral little videos are turning into a form of communication and advertisement. What’s even better is they’re part of both Facebook and Twitter ads, and are highly favored by both platforms. GIFs are short, eye-catching and require less consumer effort than other ad capabilities. Both platforms autoplay and optimize for video (especially short ones). Whether it’s The Office’s Michael Scott screaming, “No, God please no!” or Napolean Dynamite’s infamous talent show dance, there’s always a message behind the GIF. Marketers are trying to decipher that message to create and deliver engagement driving content.
  • What it means for brands: Create short, looping videos that are GIF-like for both your ads and organic content. While they can be funny and “go viral,” brands should create relevant GIFs that can still become popular thanks to creativity and messaging. Really think outside of the box because these quick, little videos need to deliver a message, well, quickly.

Additional resources: ClickZ, SocialMediaToday

(via Google Images)

Carly Ilvento
Carly Ilvento
Social Media Marketing Associate
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  • Fantastic breakdown of new announcements and what to look for across social. Thanks for pulling this together!

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