ICYMI: How to Reach Consumers with Paid Social This Summer, aka Wedding Season
This week: Adaptly shares insights into how brands can leverage social advertising to reach summertime consumers like travelers and wedding-goers, Instagram adds face filters to its camera, and Snapchat offers World Lenses sponsorships to brands.
With the unofficial start to summer–Memorial Day Weekend–just around the corner, the time has come for brands to start planning their summer advertising campaigns. Concentrating ad spend on social advertising on mobile is the best way for brands to get their messages across since many consumers are frequently on-the-go during the summer months. Adaptly has compiled summer social advertising strategy recommendations for the travel, retail, CPG, QSR, and auto verticals to help advertisers turn up the heat this summer. Download the guide for full insights.
The summer season doubles as wedding season for many Americans, with 2.5 million people getting married each year. June through October represents the most popular time to tie the knot, and wedding guests spend an average of $700 on each wedding they attend. Adaptly published a wedding season strategy guide to advise brands on how to use social advertising to convert both wedding-planners and wedding-goers, and you can find key points from it in our new infographic. Check out the visual guide to learn how to reach consumers at every stage of the wedding planning period.
Summer vacation spending was projected to reach $89.9 billion in 2016, and 65% of Americans have reported that taking a vacation is important to them. With 85% of travel planned on a smartphone, the best way to reach vacationers on-the-go is through social advertising on mobile. Adaptly’s Partner Manager Catalina Boneo provides nine insights on how travel brands can leverage Facebook, Instagram, Snapchat, Pinterest, and Twitter to engage wanderlusting consumers this summer.
Instagram has added several new features to its in-app camera, changing the way 700 million daily users use the app. Previously only for sharing that one perfect photo, Instagram has added messaging and live storytelling components through its camera. Now, users can venture into augmented reality with eight new face filters. Other updates include playing videos in reverse, adding hashtags to stories, and doodling with an eraser. Instagram continues to revamp its user experience by making the platform more interactive and ephemeral.
A month ago, Snapchat released World Lenses, which took the augmented reality features Snapchatters are used to applying to their faces, and applied them to the real world. Advertisers have the opportunity to sponsor their own 3-D graphics in World Lenses. So far, Warner Bros., Netflix, and Dunkin Donuts have plans to start testing the new ad format. This update is occurring in conjunction with targeting tweaks to sponsored lenses, which advertisers can now target based on age, gender, and the kind of content users engage with.