This morning, the social network unveiled updates to its Slideshow product, which launched nearly a year ago, to now create the ads from the Facebook mobile app.
The unit already lets advertisers create multimedia images from still shots. However with today's updates, brands will be able to include text and music. Facebook is initially offering a range of themed audio tracks, but the company said it will soon allow brands to upload their own.
The latest version will also allow for including as many as 10 photos—a step up from the three to seven that were allowed in the beginning. Footage can be taken from brand photos, still images from video or from Facebook stock images.
According to Facebook, the format has been beneficial for both large and small businesses operating in regions with slower internet connections. Advertisers can then combine their Slideshow with 2G targeting.
Brands who use Slideshow say they're seeing results. In a Facebook blog post announcing today's updates, sock company Stance reported seeing cost per acquisition decrease by 48 percent, clickthrough rates increased 2.42 times, and return on ad spend allow increase by 1.48 times. Unilever has also been using Slideshow for its Paddle Pop ice cream brand in Indonesia. The brand took stills from its TV ad and repurposed them for a mobile audience. The company didn't share any numbers, but said it made for a faster load time that was five times lighter than the average video ad.
Messaging apps more and more are trying to swipe Snapchat's mojo, rolling out an assortment of updates that reflect the wildly popular app's panoply of polychromatic filters and face-altering effects, among other features. Facebook, which leads the copycatters, last week added a camera-zooming function to its mobile app that's been available on Snapchat for some time. Also last week, Facebook-owned Instagram unveiled live stories, mimicking another Snapchat staple. Meanwhile, Google is gearing up this fall to launch the app Allo, which will share obvious similarities with Snapchat. "The Snapchat killers are all nipping at its heels in their own way," said marketing consultant David Deal. "[They] are challenging Snapchat's dominance of content scarcity and creative storytelling." Here, a breakdown of how Facebook, Google and other challengers stack up.
After nearly three weeks of nonstop Olympics, the results are in for brands receiving the most mentions across social media platforms.
Sprinklr has been analyzing brand mentions across Facebook, Twitter, Instagram, YouTube and others exclusively for Adweek. In the end, Coca-Cola took home the gold, earning 34,400 mentions during the Rio Games. Samsung came in second with 29,800 mentions. Visa was third with 28,500.
The total number of mentions for the top dozen Olympic sponsors was just under 217,000, with nearly 71,000 coming during the final week. That's around 9,000 fewer total mentions than the week before, however, and nearly on par with the first few days of the games.
However, during the final week of the Olympics, Visa was the most talked-about brand, receiving 14,800 mentions between Aug. 16 and Aug. 22. In second place was Coca-Cola with 11,000 mentions, followed by Bridgestone with 9,500 mentions.
Visa's finishing performance during the last week was largely driven by two hashtags, #Passomais and #teamvisa, which made up two of Sprinkr's top three best-performing hashtags during the period.
Here are eight charts that show overall brand mentions, including those broken down by location and gender:
“What if I figured out a way to take Facebook from 2004 and bring it to 2016? What if every field in your profile was a full video?” asks Facebook’s 19-year-old product prodigy Michael Sayman. The answer is Lifestage, a standalone iOS app for people 21 and under, which Facebook is launching today. It asks for your happy face, sad face, likes, dislikes, best friend, the way… Read More
Instagram has been online marketer’s hottest toy lately. And for a good reason: Instagram is growing like crazy! According to the site itself, their userbase grew from 90 million active users to more than 400 million active users in less than two years (2013-2015).
Truly, Instagram is the marketing goldmine which is why i am so excited when a new Instagram tool comes out to open up new possibilities to market at the visual marketing monster.
Yotpo has come up with the new Instagram curation tool allowing brands to leverage the power of authentic user-generated photos from Instagram.
Enhanced Instagram Searching Capabilities
Yotpo offers some unique Instagram searching options allowing you to search for:
- One or more hashtags
- One or more @usernames
Search results contain Instagram updates that satisfy one of your criteria. This way you can curate Instagram effectively combining several search terms within one search results page.
This comes particularly useful when you:
- Track your brand hashtags in order to collect authentic visual reviews and testimonials (many brands have several branded hashtags these days including the main #brandname hashtag, all your past contests, product names, giveaways, etc.)
- Make sure you are not missing a single entry to your Instagram contest
- Monitor several of your competitors
Enhanced Instagram Engagement Capabilities
With the enhanced curation options comes even more impressive engagement possibilities. With Yotpo you can now meaningfully engage with many Instagram updates in bulk thanking users for featuring you and your product, welcoming contest entries and asking for permissions to republish brand-relevant content to your own marketing presences..
You can set your messages using curation settings:
Now, using the search feature, find the most relevant Instagram updates and post your customized message with one click:
You can also enroll your team into curating Instagram updates for you sending the selected entries into the moderation queue from where you can review and publish the content to your properties.
Publicize Curated Instagram Updates on Your Blog
With you and your team curating Instagram, you’ll want to best publicize the effort. Yotpo offers a customizable widget you can embed on your pages to serve as the social media proof displaying visual testimonials and authentic reviews.
I am pretty sure Yotpo has come up with some really unique Instagram functionality brands will find very useful for lots of Instagram marketing efforts.
The post New Instagram Curation Tool to Boost Your Instagram Presence appeared first on SEO Chat.
Marcos Angelini, the head of Facebook's office in Brazil, said that during the opening ceremony alone, 52 million people had about 110 million interactions on the platform, while another 21 million had 62 million actions on Instagram. (Brazil was the most active country, with about 13 percent of all Brazilian users engaged during the opening ceremony.)
All of these interactions provide for a "massive" audience, which Angelini—who spent the past 21 years at Unilever before joining Facebook—said is being thoroughly utilized by brands during the Olympics. Because Facebook is a "natural repository" for sharing stories, Angelini said the Olympics have been an easy pitch for advertisers. (According to Facebook, at least 80 percent of users are connected to at least one business on the platform.)
"The world is watching," he said. "We believe we have a very, very important responsibility in making sure that the world watches, that it's engaged with the athletes and the whole organization."
On the first day of the games, the top three countries talking about brand sponsors on Facebook were the U.S., Brazil and Mexico. Of the overall chatter, millennials made up nearly 75 percent of the conversation, with men comprising 57 percent of total chatter.
The second screen is bigger this year than ever before, thanks to the ubiquity of smartphones.
According to a survey GfK conducted earlier this year for Facebook, 64 percent of Olympics fans planned to watch the games on a mobile device, while 51 percent said they'd watch replays on mobile. (Not surprisingly, millennials were 1.3 times more likely to follow along on mobile devices. They were also 1.3 times as likely to follow news or conversations about the Olympics on Facebook and 2.4 times more likely to do the same on Instagram.)
Facebook has begun testing its MSQRD filters in select markets using Instagram Live Stories, providing users a chance to try Snapchat-like face filters. With the beta in Brazil and Canada, Olympics fans using Instagram Stories can digitally paint their faces. (In March, Facebook acquired Masquerade—the company behind the filters—for an undisclosed price.)
Angelini said the filters have been a hit since debuting the day of the opening ceremony.
"We really want to move to this new video era with a strong foot," he said. "It's very expressive. … People are loving it and they're using it, so that for us is the biggest reward. I told my son that he's overusing it."
Here's a look at how three brands have been using Facebook particularly well during the Rio games:
Harnessing the affection of beloved Brazilian TV characters Tíbio & Perônio, GE wanted to showcase the company's technology while tapping into the generation that watched the hit 1990s children's show Castelo Ra-Tim-Bum. The series, according to Pedro Alves, advertising and digital communication manager for GE Latin America, was targeted at those who watched the program in the 1990s but who are now leading businesses around the world.
"Tíbio & Perônio were famous for being able to answer the questions unanswered, which means they explain difficult topics in a playful manner," Alves said. "It was thinking about this feature we chose them to talk about science and innovation behind the Rio 2016 Olympic and Paralympic Games."
The series was announced on Facebook Live last month with interviews with the GE scientists who helped build the infrastructure for the 2016 games. Since the debut, GE has been using Facebook and Instagram ads to build awareness and drive viewership. The first episode even included 360-degree video footage of GE's lab in Brazil.
To help usher in the spirit of the games, Anheuser-Busch InBev's Brazilian beer brand focused on creating a global community on Facebook with a "Delegation Skol" campaign. Skol, the official beer of the Rio games, worked to create a mobile-first experience and its own Olympic delegation. Through photos and videos targeted at mobile devices, the goal was to help Brazilians become "real athletes of fun."
"What Skol really wanted to achieve is to help Brazilians remember the spirit behind these games," Angelini said. "They wanted to do it in a fun way that makes sense to being the official beer of the Olympics and the sports that were coming there."
During the first phase of the campaign, Skol used a variety of video ads to offer prizes underneath Skol bottle caps such as a chance to win tickets to the Skol House during the Olympics. During that first phase, the brand reached more than 47 million people on Facebook and Instagram.
Long before the Olympics were underway, the Rio games were expected to face their fair share of challenges. So Bradesco, the Brazilian bank, bought Facebook ads as a way of soliciting nominations of torchbearers for the country. Bradesco received 15,000 nominations and later posted videos of those chosen. Overall, more than 192 million people saw the campaign on Facebook.
In a second phase, Bradesco turned to Facebook Canvas, Facebook Live and other video ads to tell the story of the torch relay, providing weekly updates of its movement across the host country. The stories were accompanied with the hashtag #Chamaquetransforma (#flamethatchanges).
Instagram is taking another step today in what is turning into a full-blown Snapchat blitz.
The Facebook-owned video- and photo-sharing platform announced it's rolling out an Events video channel on its Explore page that uses an algorithm to curate user-generated videos from major events like concerts and sports.
Like the rest of Explore, the feature is personalized for each user based on the photos and videos they like and who they follow. So far, the updates are only available in the U.S., but Instagram says it plans to bring the feature to the rest of the world soon.
Here's how it works: Clicking on a video from Adele's concert in Phoenix, for example, lets users swipe down to scroll through other videos taken at the same show. Another video curated today shows footage from the Rio Olympics featuring track and field athletes.
It's not the first time Instagram has tried its hand at curated videos. As Fortune points out, it created a hand-picked list of videos for Halloween last year.
Earlier this month, Instagram debuted its Stories feature that lets users take photos and 10-second videos that disappear after 24 hours. (Instagram CEO Kevin Systrom told Techcrunch that Snapchat deserves "all the credit" for making the format popular.)
Facebook has also been trying out live filters similar to Snapchat's. Marcos Angelini, head of Facebook's office in Brazil, told Adweek the filters have been quickly adopted in the beta markets of Brazil and Canada during the Olympics.
Simone Biles was already one of the biggest stars of the 2016 Olympics, thanks to the gymnast's high-flying, mesmerizing routines that have garnered her five medals during the last week. But then the 19-year-old proved that—despite her superhuman, sometimes steely heroics—she is also a regular person with a soft heart for a little celebrity fandom.
Hoda Kotb, the NBC personality for the Today morning show, set up a surprise visit from Zac Efron after she learned of Biles' crush on the TV and film star. What happened next was social media gold, generating the No. 1 buzziest moment on Facebook and Twitter on Tuesday with 497,832 retweets, comments and likes, per media technology player 4C.
— TODAY (@TODAYshow) August 17, 2016
— Simone Biles (@Simone_Biles) August 16, 2016
— Zac Efron (@ZacEfron) August 16, 2016
There were other huge social media moments Tuesday as well. Check the Nos. 2-6 below in 4C's engagement totals, which measure retweets, comments and likes. Interestingly, five out of the overall top six moments on Tuesday concerned women.
2. Here's that young lady again
Biles won the gold in the women's floor routine to capture her fifth gymnastics medal, inspiring 451,757 engagements.
— The Cut (@TheCut) August 17, 2016
3. Women's gymnasts ruled
Biles' teammate Aly Raisman took home the silver in the floor routine to up her medal count to six. The moment generated 405,197 retweets, comments and likes.
— NBC Olympics (@NBCOlympics) August 17, 2016
4. Britain's been great on social
Great Britain has been buzzy when many of its athletes have medaled during this Olympiad, and Tuesday was no different for #GBR nation. When Britainer Laura Trott won the gold in women's omnium cycling, 405,197 engagements occurred. Great Britain has an impressive 50 medals so far, trailing only the U.S. (84 medals) and China (51 medals) at press time.
— Sky Sports (@SkySports) August 17, 2016
5. More #GBR
The Olympics had even more English flavor on Tuesday. After Britain's Becky James and Katy Marchant, respectively, nabbed silver and bronze in women's sprint cycling, 380,711 engagements lit up Facebook and Twitter. (They are pictured below.)
Happiest girls around pic.twitter.com/5RkvmhFedq
— Becky James (@BecksJames) August 16, 2016
6. Finally, dudes
Well, there were guys who made a splash on Tuesday on social. Host country Brazil's brilliant soccer player Neymar (below) vowed to lead his men's team to the gold medal, and soccer fans responded with 332,643 retweets, comments and likes. So dudes weren't quite shut out of the action.
Neymar and Brazil still on track for Olympic gold. Can they win it?
— ESPN FC (@ESPNFC) August 17, 2016
Today, the company is launching its first video format as the next step in the process of building an ad business. Earlier this month, Pinterest quietly rolled out a video player that lets users and brands upload and store clips of any length straight to the site.
Just like every other major tech company—namely Facebook, Snapchat, Google, Twitter and Tumblr—video is part of Pinterest's recent efforts to beef up revenue with interactive ads that typically cost more than static formats. But Pinterest claims its pitch to advertisers is a bit different from its competitors, as 55 percent of the platform's users find or shop for products, and 75 percent of content consumed derives from businesses.
"One of the places where we think we differentiate is Pinterest is a place where people go to discover things and inspire them, but they also want to take action," said Mike Bidgoli, Pinterest's ads product manager. "What we want to do with video is not just drive views for the advertiser but actually enable actions."
Using the site's recently launched video player, brands can now run paid video ads that look like animated posts. Brands first pick a few scenes of the video to preview in the post that appears in social feeds. Video ads mimic Pinterest's existing cinematic pins, which let users fast-forward or replay a scene by swiping up and down the screen.
Focusing on scrolling videos could help differentiate Pinterest's from other types of social video, said Torrey Taralli, paid social director for Fetch U.S.
"It will force the creative teams to think in a much shorter time frame about what content [or] message they really want to get across and how they can do it as quickly as possible," Taralli said. "In that way, it's a bit different than other platforms. But it really comes down to why users are there and what they are trying to do while they are on that particular social network."
Once someone clicks on an ad, the sound automatically kicks in, and the video expands across the screen to play. Underneath the video, pins link to products featured in the video. Beauty tutorial videos, for example, may link to the products used to create certain looks. And a home-decorating brand could link to DIY tips or projects.
According to Pinterest, is making the move into video because the number of posts linked to videos saved by users has increased 60 percent in the past year. Video ads are initially only available on mobile, which makes up more than 80 percent of Pinterest's traffic, but a desktop rollout is planned in the future.
Pinterest is charging the promos on a cost-per-impression model, and 12 brands—including General Mills' Old El Paso, Universal Pictures, L'Oréal-owned Garnier—have tested the ad format. Kate Spade New York, Lionsgate, Purina, Behr paint and bareMinerals makeup all plan to launch video campaigns in the next few weeks. Video ads are only available to Pinterest's biggest advertisers that work with reps to organize their ad buys. They are not available to companies that only use its marketing developers program or self-serve ads platform.
Video ads are also one of the first examples of how Pinterest is going after big budgets from a wide swath of brands outside of consumer-packaged goods or retail verticals. Since hiring Google vet Jon Kaplan earlier this year, Pinterest has begun to move into categories like financial services, travel and entertainment.
Pinterest's initial tests with video also indicate that people are willing to watch long-form video on the platform. The video player supports any length of video, and completion rates in the pilot were "high," according to Pinterest, though it didn't provide exact percentages.
"On one hand, we saw the actual users on the platform," Bidgoli said. "On the other side, the market for video, the demand for premium inventory that's brand-safe—it's incredibly high. We constantly got this feedback from our sales team, especially as we're entering new verticals."
Deep Focus' founder and chairman Ian Schafer said marketers have struggled with shoppable social and video for years, but Pinterest is different given that its users have a shopping mindset.
"Shoppable pins introduce a very nice complement to the video feature, encouraging a transaction—something I expect retailers and brands to be keenly interested [in]," Schafer said, "especially since shoppable pins have already been delivering results for many of them."