Last Week, in Social
Published: November 21, 2017
Author: Molly Shotwell
Today, we’re rounding up last week’s major changes in social platforms, specifically in regards to the digital marketing industry. It’s all presented here for you in bite-sized chunks, so dive in!
Pinterest introduced its own version of the QR code last week, called “Pincodes.” Users will be able to use the Pinterest app’s camera tool to scan the Pincodes and gain access to specially curated content. Advertisers will be able to use these to connect in-store experiences with online browsing. Keep your eyes for these popping up in the wild – Nordstrom and Home Depot are reportedly early adopters.
Context Cards for Sponsored Lenses / Filters
Last week Snapchat rolled out Context Cards for advertisers. Context Cards were originally announced in October, and were available for photos that were geotagged and shared to public stories. They allow users to swipe up and view contextual information such as directions, reviews, contact information, hours, etc., sourced from various partners.
This newest release opened up Context Cards for use on sponsored lenses and filters. When users swipe up they will be able to click through to the advertiser’s website of choice, all in-app. Advertiser Context Cards are currently only available to advertisers in the US, but will roll out to additional countries in early 2018.
Snapchat will give advertisers stats on how many times their Context Cards are shown, how many times they were clicked, and the click-through rate. Advertisers can also add their own conversion-tracking by adding additional parameters to the URL used for the Context Card link.
Ads Manager and Audience Filters
A redesigned Ads Manager was also put out on the table last week. The face lift to the self-serve platform brings all campaign management tools together for easy access.
Audience Filters were added as a new option for advertisers, so brands can target users based on personal interests, age, gender, time of day, and more. This is a huge step forward for targeting with Snapchat filters – previously they required targeting to use micro geofences or be broad nationwide campaigns.
Finally, Snapchat also introduced Goal-Based Bidding, which makes Filters more cost-effective the more times they’re shared. Via Snapchat: “Advertisers bid on Shares (counted when a Snapchatter shares a Snap featuring the Filter), so the more engaging and relevant a creative is, the more efficient the eCPM (Paid + Earned Impressions).”
Dynamic and Lead Ads for the Auto Industry
Auto advertisers now have the ability to use dynamic ads to show users current inventory, along with details such as make, model, and year. The ads will work across all devices and can be set to run continually.
Lead ads for auto were also released on Thursday. These add a locator feature, so that users can find the dealership nearest to them. Leads can also communicate with the dealership through the ad to set up appointments and test drives. When Canvas ads are used, the visuals can be viewed in full-screen.
Facebook announced a new feature called Highlighted Shares to Video Insights for Pages last week. According to Facebook, “Highlighted Shares showcases the top five Pages that have re-shared a video, ranked by views. The video publisher will… be able to see associated insights from re-sharers, like post engagement and average watch time.”
New Cross-Border Solutions
Facebook revealed four new solutions last week to help businesses grow internationally. The first was Dynamic Language Optimization, which allow advertisers to include multiple languages in one ad campaign; Facebook will automatically match the right language to the right person.
Next is Multi-Country Lookalike Audiences. These will allow brands to find potential customers in any combination of countries or regions.
Multi-city Targeting gives businesses the ability to target all cities larger than a certain population size, without having to add them individually.
Finally, Facebook released Facebook IQ Cross-Border Insights Finder, which will provide country data to advertisers based on past campaign performance across Facebook, Instagram, and the Audience Network.
Standalone Video App
Facebook’s new app for video creators started rolling out on Thursday to all Pages and individual accounts. The Creators app aims to make it easier to manage video channels on Facebook. An easier management will hopefully lead to more videos uploaded, and thus more video ad revenue.