Posts in social media
Key Improvements Made To Instagram

Instagram Algorithm: How Marketers Should Alter Their Strategy:

What’s new with Instagram

Sue explains several new Instagram features.

First, you can now send direct messages from an Instagram comment via mobile. When you open up Instagram and see a post you want to send privately to your team, just click on the arrow to the left of the comment and send it as a direct message. All you have to do is @mention the person you want to see it.

Direct messaging is one of the most underutilized features of Instagram, Sue believes. A lot of people don’t use direct messaging for their business. For example, when you see something that reminds you of a client or someone you want to collaborate with, you can easily send it to them as an idea without having to publicly post on that feed.

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In addition, the desktop has had a lot of great updates.

Looking at the desktop version of Instagram, you’ll see three icons on the right-hand side. Click on the explore button that looks like a compass, and Instagram suggests people for you to discover, based on your activity. In the middle, click on the heart icon to see notifications. The icon on the far right goes to your profile.

Plus you can now comment from the desktop, which is something people have wanted to do for a very long time.

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On the far left, clicking on “Instagram” takes you to the home feed, so you can easily scroll through it on your desktop. Sue says she doesn’t use the desktop much, unless she’s using Iconosquare. Additionally, she notes that you can’t upload photos from your desktop unless you use an app like Later.

A few nice improvements for the usability of Instagram, as we continue to see it mature as a platform and an advertising channel.

Using Social In A B2B World

How to Drive B2B Pipeline with Social Ads:

Reach Key Accounts and Decision Makers with LinkedIn Ads

LinkedIn is the world’s largest professional network with over 440+ million users. LinkedIn’s ad platform offers perfect conditions for B2B audience targeting because you’re able to show ads based on your ideal customer profile (which we defined in the last exercise).

Utilize a mix of company, function, and job title to reach specific prospects within your key account list. LinkedIn allows you to target up to 100 companies within a single campaign.

Below are some targeting combinations you can select based on the campaign’s value proposition:

  • Creating campaigns using Sales’ top account and prospect lists
    • Company + function + geo targeting
  • Creating campaigns based on the Ideal Customer Profile
    • Company + job title + geo targeting
    • Company + function + skills + geo targeting

Learn advanced techniques in our Comprehensive LinkedIn Ads Guide.

What types of B2B companies should be running LinkedIn campaigns?

  • High priced sale or high lifetime value (LTV) for product/services
  • Robust sales teams with aggressive growth goals
  • Companies with an Account-Based Marketing approach
    • The goal is to drive more engagement with key prospects in high value accounts
    • Learn about LinkedIn’s Account Targeting solution
  • Advertising budgets of $10,000 or more per month
  • Enterprise SaaS which often pairs well with all of the above

A great tactical explanation of segmenting CRM data to take your LinkedIn targeting to the next level.

The Future Of Ad Buys

Native ads expected to account for 74% of ad revenue by 2021:

Based on data from the Interactive Advertising Bureau (IAB), PwC and IHS, BI Intelligence predicts that native advertising will account for 74% of all ad revenue by 2021. It’s currently at 56%.

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The BI Intelligence report breaks out native ads into three categories: social native, native-style display, and sponsored content (also referred to as premium native).

The future of advertising continues to migrate towards better targeting and supported by a backbone of content. If you want to market your business better, tell a better story...to the best audience possible. As technology and content platforms (Facebook, Twitter, etc) continue to mature, the opportunity gets better and better.

Turn Up The Volume On Facebook Videos

85 percent of Facebook video is watched without sound:

Facebook might be hosting upwards of 8 billion views per day on its platform, but a wide majority of that viewership is happening in silence.

As much as 85 percent of video views happen with the sound off, according to multiple publishers. Take, for instance, feel-good site LittleThings, which is averaging 150 million monthly views on Facebook so far this year. Eighty-five percent of its viewership is occurring without users turning the sound on. Similarly, millennial news site Mic, which is also averaging 150 million monthly Facebook views, said 85 percent of its 30-second views are without sound. PopSugar said its silent video views range between 50 and 80 percent.

This is certainly an interesting metric of advertisers, but I don't think it tells the whole story. I believe there is an element of spurious association to blame. Because Facebook videos autoplay, a reasonable person would assume that a significant portion of the 85% receive little to no attention. So it isn't only a flashback to the days of silent movies, but more so a highway billboard that you blow by without even noticing.

Twitter: Influencers vs Friends

Twitter says influencers are almost as trusted as friends:

Twitter and data analytics provider Annalect conducted research on more than 800 Twitter users to learn more about the impact of influencers. Their research discovered that 49% of users reported relying on influencers for product recommendations, compared to 56% who reported relying on friends.

In a digital economy, trust is a currency. It can be earned. If invested well, it retains its value. And it can be used to purchase new customers/clients.

Is your company investing in trust?

Facebook Kills 20% Rule

It’s Official: Facebook Text Rule in Ad Images is Changing:

Our research has shown that people demonstrate a preference for ads with less text. Previously, if 20% of an ad image’s area was text, it was not approved to run on Facebook, Instagram or the Audience Network. We’ve heard from some advertisers that this can be confusing, as it’s not always clear that an ad does not meet the policy requirements until after creative has been submitted. We are shifting to a new solution to improve this experience which allows advertisers more flexibility while still allowing us to maintain an enjoyable experience for people.

Historically, Facebook has taken all uploaded creative and applied a 5x5 grid over the image. Using that grid, Facebook programmatically evaluated the 20% text rule and automatically rejected any images that failed the test. Moving forward, Facebook will allow any images to be uploaded, regardless of the text ratio. However, they will govern the reach of those images based on their text ratio. Images will be grouped into 4 categories: OK, Low, Medium, & High. As the categories suggest, the more text in the image, the less it will be shown in the ad network.

New Business Tools Coming To Instagram

Coming Soon: New Instagram Business Tools:

Business profiles

Business profiles are a free feature for accounts wanting to be recognized as a business on Instagram. With a business profile, businesses can choose how they want their customers to get in touch with them: call, text or email with a tap of the contact button as well as get directions. Business profiles also unlock access to insights and the ability to promote.

Insights

Insights on Instagram give businesses actionable information about who their followers are and which posts resonate better than others—all from within the mobile app. By learning more about the behavior and demographics of your audience, you can create more relevant and timely content.

Promote

The ability to promote lets you turn well-performing posts into ads right within the app—helping you connect with even more customers. Simply pick a post you’ve already shared on Instagram and add a button encouraging people to take action. You can select a target audience or allow Instagram to suggest targeting for you. After that, your post will be promoted as an ad for any length of time you choose.

In arguably the biggest 'Facebook-esque' change to Instagram since it was acquired in 2012, Instagram recently announced a new suite of tools targeting businesses. The tools will help the photo sharing platform segment business accounts from user accounts by providing new analytics reporting and advertising feature sets. Although advertising has been available for several months, the newly announced features sound more similar to 'Boosted Posts' than traditional PPC ads. From an advertiser perspective, you can definitely read between the lines of this announcement. Many of these changes feel eerily similar to Facebook Business Page changes, circa 2013.

Dynamic Remarketing Arrives On Instagram

New Ways for More Businesses to Drive Sales from Facebook and Instagram:

...today we’re announcing a variety of product updates to Facebook, Instagram and the Audience Network to give advertisers new ways to drive sales of their products in more places across mobile and desktop. We’re expanding functionality for Dynamic Ads (formerly called Dynamic Product Ads) and adding new advanced capability to Custom Audiences from your website. These updates help advertisers identify and connect with their most valuable website visitors and mobile app users. They also reflect our commitment to make Facebook, Instagram and the Audience Network the most effective platforms for driving sales on mobile.

No bones about it - Instagram is a great platform for folks to discover new products. The ability to serve dynamic remarketing ads on Instagram is a fantastic addition to this platform. It will also raise the bar for retailers' product photography for ads to be effective.

Facebook also released new, advanced targeting options for 'Custom Audiences', including: website behavior frequency, website time spent, dynamic date ranges for specific behaviors, and device targeting.

Twitter Rolls Out Ad Groups

What You Need to Know About Twitter Ad Groups:

In the effort to make advertisers’ lives easier, Twitter recently announced the release of Ad Groups. The latest feature now puts the ad network at parity with Facebook Ad Sets and Google AdWords Ad Groups. Advertisers can now build an additional layer of segmentation for more flexibility in testing and more measurement visibility to track trends.

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As AdWords becomes increasingly crowded for some industry verticals, advertisers have loved having Facebook as a viable alternative. Additionally, seeing Twitter make large steps in their own maturation is equally welcomed.  In the image above, we see how the new organizational structure will be broken down. Advertisers should begin plotting their migration to the new format.

 

The State of Video On Facebook

Video Ads: Testing What Works for Mobile Feed:

Each day on average 100 million hours of video are watched on Facebook.1 And it’s estimated that mobile video will account for 75% of total mobile data traffic by 2020.2 As people watch more video on mobile devices, advertisers have a huge opportunity to use video to connect with their audience where they are spending their time: on mobile and in feed. But while advertisers consider investing more of their video advertising dollars into mobile, many are curious about the right way to build video creative for the small screen.

With more demand than ever for people’s attention across screens, the opportunity for short-form creative is growing, and not just on mobile. Between 2010 and 2015, 15-second television ads grew 3.4% year over year, while 60- and 120-second spots declined.3 So advertisers want to understand the right way to build short-form stories that resonate.

The best way to ensure video creative works in the mobile-feed environment is to build with mobile in mind from the start. When you don’t have the opportunity to start from scratch on mobile video assets, cutting, editing and reworking long-form video ads can be a fast and effective way to create video ads for the mobile-feed.

As the web continues to skew towards mobile, so does online video. Advertisers have less and less attention to convey their messaging. Subsequently, your messaging must be clearer and simpler. Any type of clutter is so counterproductive. If you have video content in the works, consider a primary goal of writing for mobile. Short, clear 15 second clips will provide much more flexibility in getting your message out.