ICYMI: Paid Social Strategies for Mother’s Day and Father’s Day
This week: An Adaptly strategy guide to help brands make the most of Mother’s Day and Father’s Day on social, Facebook’s new camera and Stories features, the scoop on a potential subscription-based product for power users on Twitter, and the state of digital ad sales compared to TV.
US consumers spend $35 billion on Mother’s Day and Father’s Day. Between parents, grandparents, spouses, and more, there is no shortage of mother- and father-figures for consumers to celebrate. With shoppers increasingly relying on smartphones and social media to discover and research products, social advertising is the perfect way to reach people shopping for mom and dad. Download Adaptly’s strategy guide for full insights into how your brand can make the most of these upcoming holidays.
Facebook is transforming its mobile app with three exciting new features: an in-app camera complete with creative effects; 24-hour disappearing photo and video Stories; and Direct, a way to share disappearing messages with your Facebook friends. These updates come after Facebook-owned Instagram rolled out Stories and in-app camera features to positive feedback from users and brands alike. Facebook’s camera will go one step further than Instagram’s by integrating creative effects like masks, frames, and interactive filters that will make the photo and video posts more fun.
Coming off of a two million jump in monthly active users in the last quarter of 2016, Twitter is looking to creating a subscription-based product for power users. The product would be an enhanced version of TweetDeck, Twitter’s current dashboard for monitoring posts, and would add another revenue stream for the platform. Possible features could include enhanced tools for managing and creating custom audience lists, new ways to access TweetDeck on mobile and desktop devices, and bookmarking and priority customer support functions.
Digital advertising, including social media and video, pulled in $70 billion in revenue in 2016, beating linear TV ad sales in the US for the first time ever. It is predicted that digital advertising will surpass TV globally by the end of the year. Digital ad sales is expected to grow 14% to $80 billion in 2017, led by social and video which are expected to increase 28% each. TV ad sales continue to be flat as digital channels diversify their offerings and social and video platforms become more sophisticated.