W2O Social Scoop: 09.05.17

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)

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Victoria Donaldson
Victoria Donaldson
Social Media, Associate

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