May 2018 – What’s Trending From Society @ ME
Snapchat rebrands Promoted Stories, LinkedIn gets into video, and Pinterest makes shopping ads a breeze. Here’s what’s new in social.
Tabs for Canvas.
Facebook is enhancing the Canvas experience with the addition of tabs personalized for every user. The tabs are divided into categories, for example, a furniture store may have tab categories such as bedroom, living room, etc. These tabs will change based on a users interests and behaviours. Click here to learn more.
Split Tests Get New Features.
Facebook is making A/B testing much easier by streamlining the process in Ads Manager. New in testing is Engagement objective split tests, where you can measure post engagement, page likes, and event responses. A new dashboard will allow advertisers to track KPIs in a split test, including CTR, CPM, and CPC. Split tests are also available for Conversions, App Installs, Reach, Video Views, Traffic, Catalog Sales, and Lead Generation objectives. Learn more here.
Changes to View Tags.
Starting July 1st, view tags (impression tags) used on Facebook ads will no longer be used for measurement beyond counting impressions for verification purposes. Campaigns that run before July 1st will have these changes come into effect on October 1st. Facebook has also expanded its measurement partners in marketing mix modeling (including IPG Mediabrands), viewability, and mobile app measurement. Read more details here.
Marketplace Expands to Canada.
Facebook Marketplace, a new ad placement being rolled out in Canada, allows users to easily buy and sell things in their area. Now advertisers can display ads on these pages and reach customers where they actively shop. Find out more here.
Lead Generation Update for Dynamic Auto Ads.
Facebook is rolling out a new feature for auto dealerships using catalogues to dynamically serve ads with the option to fill out a lead generation form. The leads will then be sent directly to the dealership’s CRM system for sales representatives to easily follow up on. Learn more here.
Snapchat
Story Ad Now in Self-Serve.
Formerly known as ‘Promoted Stories’, Story Ads were once only available as a national takeover. The format will now become available to purchase in acution on Ads Manager with additional targeting towards defined audiences. Story Ads enable brands to produce long-form content that swipes up to view video, products, or sites as a premium placement inside the Discover feed. Find out more here.
Shoppable AR Lenses.
Snapchat is introducing Shoppable AR Lenses, giving brands the ability to include an action while using a Lens, such as “Install Now,” “Watch,” and “Buy Now.” Learn more here.
Introducing Snappables.
Snapchat has introduced Lenses for playing augmented reality games with friends. Users can challenge friends to beat their high score or invite them to multiplayer games. Through the feature, users can control Snappables using touch, motion, and even facial expressions. Learn more here.
Group Video Chat.
Now users can video chat with up to 16 friends at a time by tapping the video camera icon in a Group Chat. Users can use Lenses, join with voice-only, or simply send messages that others can read while they talk. Find out more here.
Video on LinkedIn.
The long-awaited Sponsored Content Video Ads have arrived on LinkedIn for all advertisers. LinkedIn’s video ads will have the same targeting capabilities as their other ad formats. Learn more about it here.
Shopping Ads Comes to Pinterest.
Pulling images from a product feed, brands can now develop ads at scale on Pinterest. The new ad format has already shown promising results from brands such as Ikea Canada and Ulta Beauty. Brands will have to join the Pinterest Propel Program in order to get started with Shopping Ads. Learn more about it here.
