What’s New on the Social Platforms?
February 8, 2018
Month after month the leading social platforms continue to improve upon their organic and paid capabilities. In case you missed them, here’s a round up of the newest developments and what they mean for your brand.
Advertisers can now extend Facebook campaigns to Marketplace through the Facebook API
Marketplace is a dedicated tab in which people can buy and sell goods locally. In the latest expansion of ad inventory on the platform, new campaigns with a “Shop Now” call to action under the traffic or conversion objective (as well as catalog-sales campaigns) will be auto-opted into Marketplace delivery. Delivery will initially be limited to mobile in the US, before expanding to other CTAs, formats and objectives.
The Facebook Marketplace is currently used by 550 million people in 36 countries and searches within Marketplace have tripled in the past year. Considering such, Marketplace presents valuable intent signals and is a placement in which people will likely be even more receptive to product ads. SocialCode recommends testing campaigns with the Marketplace placement versus without to understand the incremental value provided.
Facebook has banned all ads promoting cryptocurrencies
In an effort to curb misleading or deceptive advertising, Facebook announced that it is banning all ads promoting cryptocurrencies, including Bitcoin. Banned ads will not appear on Facebook’s core app, Instagram and Audience Network. The move is yet another effort by the platform to build trust in the validity and quality of content on the platform so that user experience doesn’t suffer. Facebook plans to revisit this policy in the future after work is done to better detect deceptive advertising.
Carousel Ads will now be available for Instagram Stories
Instagram is bringing Carousel Ads to Stories, giving brands the power to include three pieces of media in Stories Ads. This feature was highly requested by brands and is currently being tested by Gap, Coca-Cola, and Paramount. It mimics the capabilities already available for organic, non-ad stories. Carousel Ads for Stories provide brands with an opportunity to showcase multiple types of media, but also tell a more complete story in bite size messages.
Instagram adds GIFs to Stories
Instagram is officially rolling out GIFs for Stories, which users can add to photos and videos they post. The company has GIPHY integration, providing users with access to hundreds of thousands of moving stickers. Stories, the vertical and ephemeral Instagram feature, has exploded in popularity. By continuously iterating on the product, Instagram hopes to increase stickiness and secure more consumer time.
Snapchat adds deep links to app install ads
Snapchat is improving its targeting capabilities for app install campaigns. App install ads prompt users to swipe on the screen to download an app. Marketers now have the ability to deep link campaigns that include a re-engagement aspect. Deep linking drives traffic to a specific section by targeting users who have already downloaded and opened an app. App marketers will also now have access to data, including how many people viewed and swiped up, how many did not swipe but subsequently downloaded, and what users do with the app after downloading. The development frames Snapchat as an effective direct response platform, and early results are positive; brands are seeing cost per install and cost per signup for new users 20 percent lower than competing platforms.
Twitter will begin allowing sponsorship for Moments
Twitter’s newest ad product is the ability to sponsor Moments, its stories-like feature that compiles a series of tweets. Moments from select publishers are open for sponsorship, and Bank of America is the first to publicly run a Sponsored Moment. Advertisers can add a branded cover image as well as their own brand’s tweets into the Sponsored Moment’s roundup. The same targeting capabilities are available as other In-Stream sponsorships on the platform. Brands that align closely with a specific topic of conversation should consider using Sponsored Moments to seamlessly join the conversation as it is happening, and to reach a highly engaged audience.
YouTube adds real-time targeting
YouTube is rolling out new ad products for marketers who want to re-engage audiences on a second screen. A new feature lets advertisers run real-time ad campaigns based on moments or actions as they’re happening on TV or in real life. The feature is currently in Beta. This is perfect for brands who have plans to run media during major sporting events, like the Winter Olympics or World Cup, or awards events, such as The Oscars. Currently there are “real-time triggers” available to advertisers, including weather data and sport triggers, which allow marketers to run display and video ads after certain things happen. According to Google, 80 percent of sports viewers switch between TVs and computers or smartphones while watching live events, looking for stats, scores or related content on the smaller devices.
Google is doubling down on video vetting
In the latest brand safety push, YouTube is promising human review for every second of videos in Google Preferred, the company’s premium video bundle offering. Google Preferred ad offering allows marketers to run ads along the top 5% most popular YouTube channels. Google is redefining its Preferred program to encompass both popular and brand-safe videos, and will be manually curating to ensure they meet ad-friendly guidelines. YouTube will also be monitoring any channels that get flagged for abusive content by users. Ninety-five percent of potential audience reach for advertisers should be unaffected by these new moves, according to Google.
Google is also enacting more stringent rules for channels that are eligible to make money from ads. These channels must have at least a thousand subscribers and have generated at least 4,000 hours of watch time in the past year. This move should ensure that ad-friendly channels have consistent viewership and aren’t being inflated by artificial views.