ICYMI: Instagram Rolls Out Stories, Twitter Revamps Moments, Facebook Tests Ads for Live Video
This week: Instagram introduces a 24-hour content format called Stories, Twitter gets ready for the Olympics, Facebook tests mid-roll video ads for Facebook Live, and Adaptly clients see success – Banana Republic with Promoted Pins and TV Land with Placement Optimization.
There is a new way for users and brands to share content on Instagram: Instagram Stories. This newest feature allows Instagrammers to post multiple photos and videos throughout the day to a separate feed that disappears after 24 hours. These posts won’t show up in a user’s profile grid and cannot be liked or commented on, which should encourage users to post more often. This is especially exciting for brands, which enjoy increased user engagement on Instagram compared to other social platforms and can now post even more frequently without the fear of losing followers by over-posting.
Pinterest and Oracle Data Cloud conducted a study on Pinterest Promoted Pin campaigns that reveals promising insights for advertisers. Users who engage with Promoted Pins spend seven times more when purchasing than those who don’t, with every 1,000 impressions served by retailers generating $100. 70% of sales driven by Promoted Pin campaigns come from new users, which is a testament to the power of discovery on Pinterest. Adaptly client Banana Republic participated in the study and stated that Promoted Pins have helped them reach new audiences in effective and relevant ways.
With the Opening Ceremony of the 2016 Olympic Games only hours away, Twitter is upping its content discovery game to make it easier than ever for people to follow the action with minimal effort. The platforms’ Moments feature has been updated so users can simply follow a sport or event to get all the updates, rather than having to search through accounts or particular hashtags for the right content. There will also be over 250 custom emojis for the Games, the most Twitter has ever made for one event. Twitter properties Periscope and Vine will also support Olympic coverage with dedicated channels and features.
Facebook is giving a small group of top publishing partners the option to insert short ad breaks into their Facebook Live videos. These ads will appear after five minutes of live-broadcasted content and be confined to 15 seconds or fewer. They will be pulled from existing promoted video campaigns running on the platforms, with brands able to opt out of having their ads appear in Live content. This update will give publishers the ability to factor in commercial breaks to their longer livestream content and give brands access to the wide exposure available through Facebook Live as a content distribution channel.
Viacom-owned TV Land turned to Adaptly to build awareness and drive audiences for their new comedy show Teachers. To extend the reach of the campaign, Adaptly recommended repurposing the video content produced for Facebook across Instagram as well. This strategy proved to be effective, resulting in a 25% increase in ad recall, a 21% increase in brand awareness and a 16% increase in impressions. For the full story, download Adaptly’s Teachers case study.