ICYMI: How Financial Services Brands Use Paid Social, Advertisers Spend on Instagram, Pinners Plan with Pinterest
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With insights from Adaptly’s latest whitepaper, Director of Solutions Ruth Arber shares how financial services brands can engage customers with paid social. Mobile is becoming increasingly important to these brands, as consumers are accessing accounts on-the-go and in real-time to monitor transactions, pay bills, and more. With 60% of daily time spent on social media occurring on mobile, financial services brands can benefit from reaching their customers where they’re most engaged. To learn how financial brands can best leverage paid social, download the full whitepaper.
A recent online survey revealed that 30% of advertisers polled advertise on Instagram at least once a month, and that 42% intend to invest the most spend on Instagram ads next year. This progress comes less than a year after the Facebook-owned platform opened the door to all advertisers. Instagram has over 200,000 monthly active advertisers, and continues to improve its ad capabilities by extending video ads to 60 seconds and introducing Facebook’s successful dynamic ads, which allow brands to retarget users who have previously engaged with their products online. These and other native display units are proving lucrative for brands and are expected to account for 74% of total US display ad revenue by 2021.
Pinners love to celebrate. In fact, Pinterest users are twice as likely to celebrate events than non-users. To get ready for holidays and events, Pinners turn to Pinterest for inspiration early and often. 45% of Pinterest users begin planning for holidays at least 60 days in advance, with some starting as early as four months before the actual date. To help advertisers get on Pinterest time and promote their brands while Pinners are looking for event-related content, the platform has created a Pinterest Planning Calendar for holidays and seasonal events. Brands can stay one step ahead of the curve by promoting seasonal content on Pinterest as soon as the consideration and planning period begins for Pinners. And yes, that’s usually much earlier than you’d think. Christmas Pinning in July early.
Twitter has good news for direct response advertisers: the Twitter Audience Platform is now available. Brands with performance objectives like website clicks, conversions, or mobile app installs can extend their campaigns beyond the platform itself and into thousands of mobile apps and websites across mobile and desktop. Twitter has also introduced new creative formats to help advertisers connect with its 800 million visitors across the web. This update expands campaign reach at scale and allows advertisers to connect with their target audiences wherever they are–on or off Twitter.
Of the 8 billion video views that occur on Facebook every day, 85% happen without users ever turning on the sound. Videos in the News Feed play automatically without sound, and the numbers would suggest that users far prefer to engage with the content in silence. Facebook counts a view at three seconds, meaning video content creators have a short window to capture attention and cannot rely on sound as part of their strategy. Videos are more commonly featuring subtitles or captions to keep users engaged without requiring volume. Adaptly conducted a study with Refinery29 on the effects of subtitles in News Feed videos and found that subtitles increased completion and engagement rates. For the full research findings, download the whitepaper.