ICYMI: Adaptly Hosts #SMWNYC Panels, Snapchat Rolls Out On-Demand Geofilters and Facebook Reactions
This was a big week at Adaptly! We celebrated our 6th birthday with a rooftop bash, launched our very own Snapchat geofilter, and hosted two Social Media Week panels. Be sure to check out the hashtags #Adaptly6 and #SMWNYCAdaptly on Instagram and Twitter for some highlights from our party and conference sessions.
We were proud to participate in Social Media Week NYC this year and there’s a session recap for those who couldn’t make it. Adaptly’s Director of Solutions Ruth Arber hosted a panel with Jessica Sherrets of Instagram, Josh Machiz of Nasdaq, and Kristin Rolla Mirek of TV Land at Viacom to discuss the relationship between Facebook and Instagram and how marketers can leverage both platforms for an unbeatable social strategy. Facebook has huge scale and nuanced audience data, while Instagram has a large millennial audience and facilitates intimate user-brand interactions. Overall, knowing which ad types are best suited to each network is crucial for successful marketing.
Our second session at #SMWNYC featured Adaptly President Sean O’Neal, who sat down with Michael Akkerman of Pinterest and Brian Magida of Warby Parker to discuss the e-commerce success brands are finding on Pinterest. Pinterest users have enormous buying power and 9 in 10 Pinners use the platform specifically to make purchase decisions. 75% of Pinterest’s 50 billion Pins come from brands, giving the site a search engine function. Pinterest fosters a close connection between brands and users, and companies like Warby Parker are happy to capitalize on the platform’s ecosystem to engage with consumers.
Snapchat has announced yet another exciting new feature: On-demand Geofilters. Users can now pay to implement a geofilter in a specific location for an allotted time for as little as $5. Previously, Geofilters were limited to communities or large companies that can shell out the big bucks for a sponsored national Geofilter, but now smaller businesses and individuals can enjoy custom Geofilters for a reasonable price. Adaptly tested the feature for our 6th birthday celebration this week and we loved having our own geofilter for the festivities!
Instagram is a premier destination for advertisers wanting to reach a wide audience, and has over 200,000 advertisers to prove it. This number is even more impressive considering advertising on Instagram has only been available to all marketers for five months. The photo sharing app has opened ads to 200 markets and has a repertoire of ad formats and action-based ad options that engage users and impress advertisers. With big brands across many verticals heavily investing in Instagram, it’s no surprise that 9.5% of Facebook’s worldwide mobile ad revenue is from the platform. That will jump to 14% by 2017.
Facebook’s long-awaited feature, Reactions, was released across the platform on Wednesday, allowing users to do more than “like” posts for the first time ever. The feature was first announced in September and is finally in general availability, giving all users access to six distinct emotions: “like”, “love”, “haha”, “wow”, “sad”, and “angry”. While this update is exciting for users desiring more flexibility in their Facebook reactions, it is even more exciting for advertisers wondering how their ads are resonating with their audiences. Each emotion will be weighted the same, but being able to break positive reactions out into four possible options rather than just a “like” will allow brands to refine their targeting and serve more relevant ads to users.