Facebook and Instagram are continuing to make updates to their Stories feature, pushing for more interactive user experiences on this placement. Twitter has updated its algorithm for the first time since 2016, allowing users to opt-out of the “Show the best Tweets first” capability. Read on to learn more!

Facebook Announces Facebook and Messenger Stories Ads

  • Facebook Stories ad placements have been in the works for some time now, but Facebook officially announced that this format will be an available advertising placement for brands moving forward. In addition to Facebook Stories, the platform confirmed that they would also be launching Messenger Stories in the near future. Facebook Stories ad placements support every objective that’s currently available for Instagram Stories ad placements, including: reach, brand awareness, video views, app install, conversion, traffic and lead generation. Facebook’s full suite of targeting and measurement capabilities is also available for stories ad placements across platforms.
  • What it means for brands: With more than 300M people using Facebook and Messenger Stories every day, leveraging this additional placement gives brands the opportunity to exponentially increase the reach of its content and create immersive ads for users. Adding additional placements of any kind for advertisers adds value as it increases a brand’s advertising real estate without having to pay more for that space. Additionally, Stories ads provide an immersive and interactive experience with users, which generates stronger results and conversion rates. It could be of benefit to healthcare brands to create an engaging experience with users surrounding an important announcement or medical meeting. Facebook stated that in a recent study, they uncovered that 62% of people said they became more interested in a brand or product after seeing it in a story, backing its advocacy for using Stories to promote a product or service with data that is hard to argue against.

Facebook Allows Business Pages to Join Groups

  • Facebook is now allowing some Business pages to join and interact with Facebook groups as the Business Page. Facebook Groups are online communities that bring together people with a common interest or passion and allow for an open discussion on this topic in a closed setting. Facebook groups usually consist of a more niche group of people and is completely private, whereas Business Page is any business’s public Facebook page, completely viewable to any user. Allowing Business Pages to join a group is currently a default setting, so unless a group admin changes the settings of the group Business pages should be able to request to join.
  • What it means for brands: This means that a brand’s page can ask to join private groups that are relevant to their industry or service and interact with users in a more intimate setting.  Interacting in groups from a business page may provide an alternate means to generate exposure, build brand awareness within relevant Facebook communities, and educate or inform users on a topic. In healthcare specifically, brands could join closed groups that are relevant to their disease state, giving them a way to drive meaningful interaction and educate patients.

Additional Resources: Social Media Today, Mashable

(via Social Media Today)

(via Social Media Today)

Twitter Brings Back Chronological Timelines

  • Twitter is aiming to appease its users and give them what they’ve wanted: a chronological timeline. Twitter announced via its @TwitterSupport handle that users can now disable the “Show the best Tweets first” setting and enable a reverse chronological order timeline. This is the first time that Twitter has reintroduced the chronological timeline to users since 2016, when it shifted towards a timeline that displayed content that was most relevant based on the user’s actions.
  • What it means for brands: Algorithms have a huge impact on the reach and visibility of a brand’s organic content. Now, it’s more important for brands to provide a consistent stream of content on feeds as viewers will be seeing it in real-time. This could be especially valuable for healthcare brands tweeting around medical meetings or clinical trial data announcements as it ensures content will be seen instantly in feeds, versus being showed to a user after the fact based on relevance. Advertisers may see an uptick in organic performance, depending on how many users actually update their settings to have a true chronological timeline.

Additional Resources: Marketing Land, NBC News

(via MarketingLand)

Instagram Launches Shopping in Stories

  • Online shopping is becoming even more convenient! Instagram announced that shopping on Stories is available to brands globally, in addition to the new Shopping channel in its explore tab. Since testing the shopping bag icon in Stories began this past June, the platform has reported that over 90M accounts per month have clicked on this icon to view more about the product. This update is launching in tandem with the “Shopping” tab that will be featured in the Explore feed, giving users additional access to products and clothing that they might be interested in.
  • What it means for brands: Bringing shopping directly to apps is a great way to drive conversions with the click of a button. Giving users the ability to see product details in-app allows them to make an informed purchase decision before even leaving the app and directly links them to the page of the product that they are interested in buying.

Additional Resources: Marketing Land, ValueWalk

(via Marketing Land)

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