W2O Social Scoop: 11.18.2016

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Facebook Users To See Multiple Products Within a Single Ad

  • As we get closer to the holidays, Facebook is testing out a new ad format that features multiple products in a single ad. With a two-click approach, the ads are positioned to draw consumers in while also encouraging a direct response. The idea is to engage consumers with native content and then present more traditional product ads underneath to encourage users to click to shop for the featured products. Brands currently using the format, including Michael Kors, are toying with longer form content as the main draw-in.
  • What it means for brands: Brands will be anxiously anticipating this roll-out. Michael Kors stated that their cost per conversion fell by 79 percent over the course of their fall campaign, which features the new ad format. With native content trending, brands are constantly faced with the challenge of creating content that drives both engagement and direct purchase conversions. This new ad format is a promising answer to those needs.

Additional resources: Internet Retailer

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(via Adweek)

Facebook’s Latest Measurement Errors Rankles Ad Buyers

  • #SMH…Facebook just announced calculation errors with regards to its organic reach, video view completion and other metrics. When it comes to video view completion metrics, the platform says it undercounted video views to 100%. Once fixed, this could mean a 35% increase in video watches to 100%. In terms of organic reach miscalculations, Facebook says it discovered that week or month-long reach was overestimated due to a lack of consideration for duplicate user reach. Facebook also stated that the platform miscalculated time spent on Instant Articles, referrals in Facebook Analytics for Apps, and follower counts on interest lists. In response, Facebook plans to develop a measurement council and allow more third-party verification of its metrics. It also altered some metric names to more clearly represent what is measured.
  • What it means for brands: Facebook advertising is still a great way to reach a targeted audience. What brands should take away from this is that platform data is not bulletproof. Data should always be examined within the context of its campaign but, overall, Facebook data remains a reliable resource. If anything, this could be good news as it has forced the social media giant to welcome more third-party measurement providers to ensure the quality of its data.

Additional resources: Variety; Advertising Age; Digiday

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(via Advertising Age)

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Pinterest Debuts Auto-Play Video Ads, Explores Content-Discovery Feature

  • Less than three months after launching video ads, Pinterest is testing auto-play features to enhance the user experience. The new pins will automatically play as a user scrolls through their feed. Once clicked, the videos will roll into a playlist of auto-play video content. This benefits brands who develop these videos, allowing them to produce episodic content. In addition, Pinterest announced they are launching a new “Explore” feature that will compile hot and trending content for users to browse from publishers such as Tastemade, Refinery29, and Brit+Co.
  • What it means for brands: Rich pins continue to become more and more attractive for brands. With auto-play, brands can develop episodic content that allows more than one ad to reach consumers at once. The fate of advertising within the Explore section of Pinterest is not yet decided, but we think it has huge potential so keep your ears open for updates.

Additional resources: Tech Crunch

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(Via SocialTimes)

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FDA to Study How Promotional Tweets for Drugs Should Convey Side Effects

  • Pharma giants and marketing agencies alike know the Food and Drug Administration is years behind when it comes to marketing in the digital age, especially when it comes to Twitter. The last decade has left us confused and has hindered many pharmaceutical companies from pursuing all that social media has to offer in the way of marketing and advertising. Recently, the FDA announced a proposed study on whether one-click side effect information is acceptable.
  • What it means for brands: After years of confusion, could we finally get some solid answers from the FDA about how to properly use social media for pharma marketing? Maybe, and maybe not. The hope is that the FDA will approve one-click guidance so that pharma companies can feel more confident advertising on social media. This will also free up more character space for valuable information about products and uses. However, while the one-click rule clarification will be very useful, the FDA is still a bit behind with this type of guidance. If the FDA provides guidance on the one-click rule, pharma companies may see social media marketing doors open to provide new opportunities but the industry still has a long way to go. This is a win and a step in the right direction!

Additional resources: Fierce Pharma

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(via Stat)

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Instagram Is Letting Brands Test Taggable, Buyable Products in Photos

  • Brands are testing a new feature on Instagram that enables product tagging in posts. Products are tagged with a price and link out to the brand’s website for purchase. The overarching goal is to smooth out the buying process without interfering with the app’s notorious native feel. To achieve this, these new posts will feature a small indicator that must be clicked in order to see the price tagging. From its beta, Instagram says it wishes to learn how much value the feature adds for businesses as well as how native it feels for users. Instagram noted that a longer term goal is to enable users to save content that captures their interest for later purchase.
  • What it means for brands: Similar to Pinterest’s new features mentioned above, this update provides brands the opportunity to make a stronger push for purchases without sacrificing the native feel of their content. In addition, this feature provides a great way for brands side step Instagram’s inability to link in posts. Brands will be able to post beautiful, native content while encouraging purchases.

Additional resources: TechCrunch

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(via TechCrunch) 

 

Caitlin Orwin
Caitlin Orwin
Social Media Marketing Associate
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