ICYMI: Adaptly Partners with Hootsuite, Discusses the Value of Paid Social Advertising, and More
This week: Adaptly partners with social media management platform Hootsuite and talks about the importance of paid social for brands to amplify organic content, Facebook extends TV ad campaign reach, and the NBA re-ups with Snapchat for the 2016-2017 season.
We are excited to reveal Adaptly’s newest partnership with Hootsuite. Hootsuite is the most widely-used platform for managing social media, and this partnership will enable us to share our paid social expertise and services with brands looking to boost their organic content. As social media platforms evolve, brands have been experiencing difficulties achieving wide-scale reach organically. That’s where paid social comes in, and we’re excited to help even more brands amplify their messages and break through cluttered feeds.
Speaking of the decline in organic reach, Adaptly’s Partner Manager Catalina Boneo discusses why brands have to boost their social content with paid media in an article for SocialTimes. Organic reach on Facebook and other social platforms is declining, so organic content isn’t reaching as wide of an audience as it used to. To counteract this, brands must put media spend behind their content and take advantage of the scale, targeting, tracking, and measurement paid social has to offer.
A Nielsen report reveals that Facebook ads extend the reach of TV campaigns by up to 16%. One in six people within a brand’s target audience will miss that brand’s campaign on TV, but will see it on Facebook. The social platform has massive reach into the millennial audience that TV networks lack, reaching 22.6% and 14% of 18-24 year-olds and 25-34 year-olds, respectively. This latest round of research proves that social is where audiences are most engaged and that paid social is a key part of any advertiser’s marketing mix that should not be overlooked.
Snapchat continues to prove its worth to professional sports leagues, and will team up with the NBA for another season. The basketball league is planning to triple its Snapchat content this year through Sponsored Lenses and scoreboard Geofilters. A new addition to the partnership includes a Snap-owned Bitmoji integration which will give game attendees access to a custom NBA-themed Bitmoji pack. This is the first Bitmoji integration with a sports league. Snapchat has a stronghold with millennials, and national sports leagues are hoping to continue to use the app as a means of connecting with younger fans.