ICYMI: Holiday Guide to Social Advertising, Instagram Adds Stories to Explore, Snapchat Seeks More Ad Inventory Control
This week: Adaptly shares the ultimate strategy guide to social advertising during the holiday season, Instagram adds Stories to the Explore tab, and Snapchat looks to change its relationships with Discover publishers.
It’s not even Halloween yet but advertisers already have the holiday season on the brain. Sales during November and December can comprise as much as 20 to 40% of a retailer’s yearly revenue, so the pressure is on to create a successful holiday campaign. The best way to ensure success? Starting early. 45% of shoppers finish the bulk of their shopping before Black Friday, so October is the perfect time for brands to start bringing the holiday cheer. Download Adaptly’s Holiday Guide to Social Advertising for tips and tricks that will make this holiday season the most wonderful time of the year for your brand.
Instagram has added another way for users to discover new content on the platform by putting Stories at the top of the Explore tab. Over 100 million people check out Explore everyday to find photos and videos aligned with their unique interests, and now suggested Stories from other users and brands will appear there as well. Many advertisers are hoping that the next update to Explore will involve making it a placement option for sponsored posts.
The relationship between Snapchat and its Discover publishers is about to get a makeover. Snapchat reportedly wants to pay its content partners a flat licensing fee up front, and then keep the actual revenue from the ads. This model is familiar to most publishers as it’s the same way TV networks buy programming, and Facebook and Apple have also offered similar programs to their publishers. This new format would give Snapchat more control over its ad inventory as it prepares for an IPO, perhaps as early as March.