Whether you're creating fun and engaging Stories for your followers or running ad campaigns to entice new users, you need to take this feature into account. In this best practice blog, we'll take an in-depth look at Instagram Stories and educate you on how to get the best and most effective results possible.
You've probably heard the phrase, ‘content is king,' but understanding its significance in modern marketing is another thing altogether!
If you're a social media connoisseur like ourselves, you'll be just as excited to get posting on Instagram's newest feature, IGTV. Until Thursday, June 21st, Instagram was primarily used for photo and video sharing of up to 60 seconds, until, of course, the release of IGTV.
We’ve all seen it hit the news wire and the storylines are too strong not to thumb through. The ongoing Cambridge Analytica data privacy scandal is heavy right now. Facebook, the heralded media giant is being accused of severe data and privacy negligence. Not just the Trump election stuff, but now apparently it has been stated rumoured by “The Whistleblower” that Facebook acquires third party user targeting data based on what you say in private phone calls. With all of these stories, it has been published that brands are moving away from the advertising platform that they had shifted a substantial portion of their media budget to over the last 3-5 years.
We want to weigh in on the topic and provide our thoughts.
“I’m deleting my Facebook account!”
We definitely understand people saying they may make a change to how they use the platform and so they should. Our usage of social media channels should be adapted to evolve with our preferences, likes, interests etc. Social Media should be a part of our lives, not our lives entirely. Let’s be clear, “making a change to how they use Facebook” is not the same as abandoning it. We think the media has turned this specific topic of channel abandonment by users into a bit of an overreaction. We call your bluff. You’ll stick around and we believe Zuckerberg will make you a loyal fan once again!
“We’re pulling our advertising dollars out”
First, let’s get some facts straight… Partner Categories is not what allowed Cambridge Analytica to access as many as 50 million Facebook profiles. The data mining firm was given that data from a third-party app developer in violation of Facebook’s terms of service and without user permission.
Partner Categories?? - Facebook targets ads to audiences created through one of three ways:
Interests and demographic data that users voluntarily seed their profiles with
Data that brands have been granted access to through opt in action (i.e. website visitors, email addresses etc.)
Partner Categories which are data aggregators like Experian. They gather together purchasing history and other valuable information to make ad targeting more effective. For Canadian advertisors, this isn't much of an issue as Partner Categories are not available for use in Canada. As part of Partner Categories, Facebook shares revenue with companies like Experian that help inform its data set every time a marketer purchases ad space on Facebook using that data. While this is not necessarily an inherently abusive practice, Facebook clearly views its existence as a potential threat in the waiting, and the company is taking seemingly ever preemptive measure it can right now to fend off future privacy violations and PR disasters like the Cambridge Analytica one.
We do acknowledge that some big brands (i.e. Tesla, Playboy etc.) are pulling out but we believe that for the most part, Facebook will continue to be a vital component of most brand’s (who advertise online) digital marketing mix. This whole thing will force Facebook to tighten up once again and continue on with a vengeance. Their #1 priority is creating great user experience and we believe that will be evident once again, and soon.
This scandal has triggered Facebook to act on mitigating and eliminating a privacy risk they knew may have been bubbling. Facebook announced yesterday that they are disabling a form of advertising targeting (Partner Categories), which allowed prominent third-party data aggregators like Experian and Acxiom to provide clients with offline data like purchasing activity to inform ad targeting. Check it out here
Ever since the IPO, the media has slammed FB, but it has only made them stronger in our opinion. Considering this was a third party integration that sold the data and not FB itself we imagine this will cause them to tighten up their allowances of third party APIs as we know they are already doing but also tighten up in other areas to continue to improve the user experience and privacy. We will see what those areas are in upcoming announcements by Facebook.
Really, it’s too early to say how it will play out but the gut says it’s a temporary blip that could have the potential to even out the inflated auction if more big brands pull out. This means small brands might have a short period advantage in the ad platform. It will be good to hedge our bets and be exposed into some other platforms though. We just set up another YouTube campaign today and while their targeting interface is painful it can be quite accurate. Essentially Google search capabilities with video content.
It’s a perfect time to try out some other ad platforms and capture attention elsewhere but don’t EVER sleep on Facebook. This will pass and it’s really no biggie in our opinion.
If you want to discuss more, let’s jump on a call or you can shoot us an email!
Is your message being heard? Are your radio ads being turned down, are your television commercials being muted, and are your targeted ads being swiped past? Chances are these question have kept you and your marketing team up in worry mid way through big campaigns....
Influencer marketing opens up a world of possibilities – it helps you reach a bigger audience, grow your brand awareness, boost sales and promote a positive brand reputation. You can carefully select who you want to be talking about your brand over social and what you want them to say. It’s an economic way to advertise and stand out from the crowd.
This week Instagram launched face filters in their camera, helping you make your boring selfies even more epic! It’s the latest in a run of copycat features that Instagram has launched, echoing Snapchat most characters.
Always dreaming of taking amazing photos, but don’t have a snazzy camera? You can take great shots for social media with your phone and here's how...
So, you’ve taken the time to get a great shot, you’ve edited it to perfection, added a witty caption and posted it at the best possible time. People are liking it and sharing it – well done, you’ve nailed it. Right? Well, almost. Getting interactions on your post is only part of the challenge, you also want them to click through to your main page and like/follow it and maybe even take the next step and click through to your website.
The conference spanned over 3 days and was packed with talks from some of the biggest and best social media influencers, writers and speakers. There were so many opportunities to network and gain insights from other people just like us with after parties, discussion lunches and group dinners. Not to mention the beautiful backdrop of the conference with endless coastlines, palm trees and sunshine – a bit different to our icy surroundings in Calgary!
Last week Facebook rolled out Messenger Day– which might look a little familiar as it clones all of Snapchat’s key features. Most influencers seem to be saying that Snapchat needs to up its game or Facebook will take over, but when you ask around the office it seems that most people will be sticking to Snapchat for their quick photo sending and don’t even use Facebook’s Messenger app, let alone their rather inferior version of Snapchat.
It’s always a challenge knowing why types of content will work and which won’t, but if you do it right it can be so rewarding. We created a strategy around our client’s February promotion and our post went viral which was pretty exciting!
We recently read an inspiring article that pretty much summed up our own views on social media and hit the nail on the head when it comes to content sharing. So we thought we’d share a few things that we took away from it – to get you thinking about your own social media program!
It’s never long before a new platform or feature introduces advertising content to help build their revenue, so it’s no surprise that Facebook is expanding their video platform by introducing adverts that will play mid-roll.
2016 has definitely kept us on our toes in terms of social media with huge trends like Live Video, Stories and new ways to message. So, what will 2017 bring us? Maybe more of the same by taking what we already have to the next level with new advances in technology and algorithms that make the future of social media so unpredictable and exciting.
We wrapped up a shoebox, filled it with useful treats and took it down to Dream Development on Giving Tuesday to help out women experiencing homelessness this winter.
We went to Mexico to build a video for Palmilla Golf Club...the trip was just okay! Check it out.
It wasn’t too long ago that Instagram released an update to allow Stories as a new way of sharing daily posts and they are going full steam ahead with another update just a few months later.
During this holiday season we’d like to give a good shout out to one of our partners who is doing something important to promote community throughout the year. Nominate an outstanding community member who you think should be recognized and rewarded.
Trudeau mastered the art of social media for his election campaign and has kept up the good work in the following months.