ICYMI: This Week’s Top Social Media Advertising News
Keeping up with social media news can be hard, especially when you’re busy (who isn’t?). To help make your life easier, we’re starting a new series – ‘In Case You Missed It’ – highlighting the top industry articles of the week. The blog will run every Friday and provide a one-stop shop for you to catch up on the biggest trends and POVs. Here’s what happened this week:
Facebook’s Q4 Earnings, released earlier this week, shattered expectations. The social networking site now has 1.59 billion users, 1.04 billion of which log on daily. Facebook reported $5.841 billion in revenue, up a whopping 29.8% from Q3 and 51% from Q4 2014. $5.63 billion of that revenue comes from advertising, with mobile representing 80%. In addition to mobile usage, video is driving engagement and time spent on-site, with over 100 million hours of video being watched daily by over 500 million users. For even more large numbers, check out TechCrunch’s full report.
While Super Bowl TV spots remain the preferred advertising method during the US’ biggest sporting event of the year, digital channels are developing their own edge. Unlike TV, social channels can aggregate real-time reactions to live events. Snapchat in particular combines contributions from users and brands to create a single, all-encompassing social narrative during the game. The platform has partnered with four big brands–Pepsi, Amazon, Marriott, and Budweiser–that will run short video ads within the larger Super Bowl Live Story. Snapchat is a popular destination for mobile users during live events as it provides an inside-look at otherwise restricted occasions.
In a blog post on Tuesday, Facebook announced that its Audience Network will expand to include support for the wider mobile web. This move will bring Facebook’s extensive audience targeting capabilities and native ad formats beyond the realm of mobile apps. Facebook’s 2.5 million advertisers will be able to reach more of the people they care about on mobile devices with sleek, native ad formats that perform 7x better than standard banner formats. The goal is to create quantifiable outcomes for advertisers, like sales and app installs, and reward the publishers that provide that value.
Following its presentation at 2016’s Consumer Electronics Show (CES), Pinterest reports on the top Pinning trends for 2016. Pinners rely on the platform to plan for the future, so it is no surprise that ‘Healthy Habits’ topped the list of 2016’s biggest trends. Another no-brainer is ‘Hands-on projects’. Pinterest is known for its popularity among DIYers, and in 2016 DIY photo prints, brunch at home, and educational activity pins are going to lead the charge. Also on the hot list are ‘Dressed-down Looks’ and ‘Me time’, with special emphasis on solo travel trips as Pinners search for self discovery.
The addition of conversational ads to Twitter’s advertising functions provides a new opportunity for brands to engage with users on the platform. With the new ad unit, currently in beta, brands can help steer the direction of conversations by presenting consumers with predetermined messages and hashtags for them to tweet. Marketers can customize the content they want consumers to promote. This level of control will allow brands to optimize earned media from their paid campaigns, according to Sean O’Neal, Adaptly president. He also thinks people will embrace the elegant functionality for personalization and sharing provided by conversational ads, making them a success for brands and users alike.