ICYMI: A Social Advertising Recap of 2016, a Christmas Paid Social Guide for Retailers, Updates to Snapchat and Instagram, and More
This week: Our last edition of ICYMI for the year! Get the scoop on our 2016 recap, why brands must employ paid social strategies, Snapchat’s latest updates, a last minute guide to Christmas social advertising for retailers, and Instagram’s milestone achievement. Happy Holidays from all of us at Adaptly and we’ll see you in 2017!
2016 was quite a year. Adaptly’s EMEA Marketing Manager Sofia Lundberg recaps the year’s biggest social media milestones and how they shaped the social advertising industry. With 64% of the UK population visiting one or more of the major social platforms at least on a weekly basis, updates and advances made by Facebook, Twitter, Instagram, Pinterest, and Snapchat have far-reaching implications. This year, each platform’s biggest achievements contributed to a 45% increase in social media ad spend. Check out Sofia’s full recap for each of our platform partners’ greatest hits of 2016 and what they mean for the social advertising industry.
With organic reach on platforms like Facebook and Twitter declining, brands are learning that they must have a paid social strategy to remain competitive. Adaptly’s Ruth Arber says there has been a logical shift to paid social following the additions of algorithmic feeds on Facebook, Instagram, and Twitter, and that this trend will only continue. Without putting spend behind social posts, it is very difficult for brands to be seen on these crowded platforms that prioritize other content. Social advertising has become a must.
It was an exciting week for Snapchat with the release of several new features. The first–and most eagerly awaited feature–is Groups. Finally, users can create groups of up to 16 people to expedite Snap-sending instead of manually selecting friends one-by-one. Snapchat also announced a new partnership with Shazam that will allow users to identify songs playing in their Snaps and provide access to further information about the song. Lastly, the artistic capabilities within Snaps got an update with the addition of Scissors and Paintbrush features, which will help users get more creative.
With Christmas right around the corner, Adaptly’s Milana Saric shares tips for UK retailers looking to give their social advertising a last minute boost before the big day. Many retailers make more than half of their yearly profits in the weeks leading up to Christmas, so it is important to have a strong social strategy to get the job done. Read best practices around timing, ad formats, targeting, and more to put some jingle in your brand’s Christmas campaign.
In the last six months, Instagram has gained 100 million new followers, bringing the total user count up to 600 million. This year Instagram added Instagram Stories, live video, and disappearing photo and videos in Direct. With its current growth rate, the sky’s the limit for the Facebook-owned app in 2017.