The Weekly (18/10 – 22/10)

In the week when Facebook announced plans to change its company name, here’s everything else you need to know…

  • 500 million people visit Instagram Stories daily (Social Pilot)
  • Shopping is a top priority for 48% of Pinterest users (Pinterest)
  • 40% of people on Twitter say that Twitter influenced their gifting purchases (Twitter)

Instagram Live Stream Scheduling

Instagram has added a new option to schedule upcoming Instagram Live broadcasts in the app.

To help promote, plan and prepare for upcoming Lives, brands and creators can now schedule an upcoming Live stream, up to 90 days in advance, from the live composer, which can include a title description, as well as product tags, if you’re looking to promote products in your stream.

With the new Live scheduling feature, audiences will be able to tap on the scheduled stream to receive reminders the day before the broadcast and then again 15 minutes before the Live stream begins. In addition to this, creators can promote their upcoming events via a new Stories Sticker for Scheduled Lives.

This feature comes as the market for live shopping is heating up and supports recent social shopping trends, which indicate an increasing number of live-shopping events on social media platforms such as Instagram, Facebook, and TikTok.

The scheduling tool is now available to all users worldwide and will definitely be worth experimenting with, especially brands looking to conduct live shopping experiences in the run up to the festive period. 

Find out more here.

YouTube Live Shopping

Continuing the Live shopping theme, after pilot testing Livestream shopping with a handful of creators earlier this year, YouTube has announced it will be hosting a week-long series of live shopping events heading into the festive season. 

As explained by YouTube:

“The YouTube Holiday Stream and Shop will kick off on November 15th, with seven days of shoppable live streams. Fans tuning in will be able to score new products, unlock limited time offers, and get their product questions answered through live Q&A and polls with creators and other viewers.”

Despite the steps it’s been making towards livestream shopping, YouTube hasn’t yet made the feature broadly available to all users. The upcoming Stream and Shop event will only feature products from top retailers, including Walmart, Samsung and Verizon.

We will keep you an eye out for any updates on the rollout of livestream shopping on YouTube and keep you informed.  

Read more here.

Google Continuous Scrolling

Google has made browsing search results more seamless with the rollout of continuous scrolling on mobile devices. 

The update means that now, instead of making users load the next page after the usual 10 links of search results, Google will automatically load the next page meaning users can browse through up to four pages of search results without needing to click the “See more” button. 

Continuous scrolling will help Google and their search-based advertising partners by ensuring mobile users spend more time on the platform, increasing advertising visibility.

Google hasn’t yet detailed its plans for ads with this change, but the continuous scroll could also give Google more flexibility in terms of ad placement. Instead of limiting ads to the top of a results page, they could be inserted among the search results as you move down — similar to how ads appear on social channel feeds.

The new feature has now rolled out on iOS and Android in the U.S. for English-based searches. 

Click here for more on this.

Instagram Audience Insights

Instagram is updating Instagram Insights to provide creators and businesses with more data about their audiences.

The new metrics being added to Instagram insights are:

  • Accounts engaged – This will show the total number of accounts that interacted with your content in a given time period.
  • Engaged audience – This data will provide demographic insights into the users that are engaging with your content, whether they follow your profile or not, including top cities, top countries, top age ranges and gender.
  • Reached Audience – Similar to Engaged Audience, this will provide demographic information about the people you’ve reached with your posts in a given time period, including top cities, top countries, top age ranges and gender. This information can be found by tapping “accounts reached” in Insights.

Some really useful updates to insights from Instagram that will help inform brands and creators on their content strategy. The location data on your engaged audiences could help inform your posting schedule based on when their most engaged accounts are more likely to be online (region-specific), while the age and gender data will help build more accurate audience personas for targeting. 

Additionally, Instagram’s also looking to add more transparency to brand/creator partnerships, with a new data-sharing process that will enable creators to see the insights data available to the business.

As explained by Instagram:

“When a brand promotes a creator’s post with the paid partnership label or creates an ad without a pre-existing post, that creator will now be able to see the performance of that ad including reach, likes, comments, saves and shares. Creators can now find this information by selecting “view ads and insights” within the branded content ads section in settings.”

Some great updates from Instagram that I’m sure Instagram marketers will welcome. It’s definitely worth exploring the new insights to measure your performance on the platform and optimise your approach moving forward.

Read more here.

Twitter announced this week they are trying something different and testing a new ad format in Tweet conversations. 

Twitter Revenue Product Lead Bruce Falck announced in a Tweet, “If you’re a part of this test (which is global; on iOS & Android only), you’ll see ads after the first, third or eighth reply under a Tweet”. You can see an example of what this will look like below:

Flack also notes the option could facilitate direct monetisation of tweets, with the tweet creator able to opt-in to these ads, then get a cut of the resulting revenue.

This is interesting, as when a tweet goes viral, you often see the user add in an additional reply, highlighting their SoundCloud, their business or a charitable cause which they can then bring more attention to as a result of that tweet. But what if through this new ad format, you could directly monetise all of your viral tweets, and get paid for their performance? This could provide a great incentive for users to try to go viral with their Tweets. 

Definitely one to watch to see where Twitter takes this but at the moment Twitter says that the test is in early stages, and that it’ll try out different frequencies, layouts, and placements over the coming months👀

We’ve all seen our fair share of brands hopping on the Squid Game bandwagon over the past couple of weeks, but one that really stood out to us and our favourite so far is from Relief, an American startup aimed at tackling credit card debt.

Using the hit show’s imagery of the iconic invitation cards, Relief dropped 10,000 business cards in New York and Miami with a message on the back saying “There’s a better way to get out of debt” and the Relief logo. Great reactive marketing!

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