W2O Social Scoop: 08.18.2017

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)

Victoria Donaldson
Victoria Donaldson
Social Media, Associate
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