W2O Social Scoop: 07.21.17

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)

Victoria Donaldson
Victoria Donaldson
Social Media, Associate
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