ICYMI: Adaptly & Facebook Share News at Cannes Lions, Instagram Hits 500MM Users, Twitter Rolls Out 140-Second Videos
This week: Adaptly presented at Cannes Lions while Facebook shared new advertising solutions, Instagram hit 500MM users, and Twitter upgraded video capabilities.
Facebook shared many updates at the Cannes Lions International Festival of Creativity this week, including four new advertising solutions. The Audience Insights API, now in beta, will help advertisers understand how to develop insights from aggregated data to create effective campaigns. Canvas is getting an update that will make it easier for marketers to design, create, share, and gain insights. Slideshow ads will enable small businesses who don’t have existing video content to create videos out of photos. The biggest announcement is a new online interface called the Creative Hub, which will allow advertisers to experiment with different ad formats, preview work in a dynamic mobile feed, and view a repository of case studies and content.
Adaptly VP of Revenue Tim Page presented at Cannes Lions on Monday along with Refinery29’s Chief Revenue Officer, Melissa Goidel. The session focused on long-form video in the Facebook News Feed and featured our joint research study on the effects of subtitles and trailers on long-form video view rates, completion rates, and engagement rates. With over 8 billion videos viewed on Facebook daily, insights into successful video campaigns can be useful for marketers looking to improve video metrics. Our study found that subtitles were four times more effective at driving completion than trailers, but that trailers increased view rates by 6%. For the full results, check out our whitepaper.
Instagram now boasts more than 500 million users, 300 million of whom use the app every day. That number is up 100 million from September 2015. 80% of Instagram’s half a billion users live outside of the United States, showing immense growth for the app internationally. The announcement was first shared through a video post on Facebook, parent company to Instagram, and has already garnered a lot of buzz.
Twitter is upping its video capabilities to accommodate a 50% increase in video Tweets since the beginning of 2016. Users will now be able to share videos up to 140 seconds long, a big upgrade from the previous limit of 30 seconds. Twitter-owned Vine is also getting a significant bump, from six to 140 seconds. The classic six-second clips that the platform is known for will serve as trailers for a bigger story. And to make finding and watching videos on Twitter easier than ever, the platform is introducing Twitter Video, a new full-screen viewing experience.