Why and How Instagram Is Leaning into Video

Why and How Instagram Is Leaning into Video

Instagram Social media

Instagram isn’t just about the photos anymore. As reported in The Verge, the social networking service is embracing entertainment and video in a bid to stay competitive with platforms like TikTok and YouTube. This isn’t the first time Instagram has gone head-to-head with TikTok: as we’ve blogged, Instagram launched Reels last August as a means of connecting with TikTok’s Gen Z audience. What do these new changes mean? Read on to learn more.

Not Just For Square . . . Photos

In a video posted on his Twitter and Instagram accounts, Instagram head Adam Mosseri explained that the platform no longer wants to be identified as a “square photo-sharing app,” rather as a hip general entertainment app driven by video — and algorithms. Mosseri says focus is on four key areas:

  • Creators, where Insta’s recognition of “the shift in power from institutions to individuals across industries” underlines Instagram’s desire to empower its creators.
  • Video, which is, as far as Mosseri is concerned, where it’s at. As he notes, “Video is driving an immense amount of growth online for all the major platforms right now.” His message: Instagram users have spoken. They want to be entertained. To stay relevant, Instagram is making video a tentpole of its offerings. Mosseri promises changes along the lines of users getting full-screen, recommended videos in their feeds, including videos from accounts a user may not already follow.
  • Shopping, to reflect the leap commerce has made from offline to online, a change accelerated by the pandemic.
  • Messaging, to honor the way close friends keep connected now — not by Feed and Stories, as has been the case in the past.

Reactions So Far

Reactions to Mosseri’s announcement have been mixed. Journalists are saying Instagram is responding to the rise of TikTok and YouTube, but as noted in Axios, warn that “[a]s social networks continue growing, they run the risk of overwhelming consumers and losing what made them special and distinct to begin with.”

And while Mosseri specifically names creators as a priority in his video, some creators, specifically photographers, are feeling marginalized and voting with their feet: Digital Photography Review reports that some photographers are defecting to Twitter in order to share their work in a space they feel is more dedicated to their art. Photographer Bryan Minear is a case in point. “In my eyes, Instagram stopped caring about artists and independent creators a long time ago,” he says. Minear, who switched to Twitter as his primary social media outlet in 2019, has found a vibrant photography community there.

Although Mosseri later tried to retract some of his wording — “We’re no longer a photo-sharing app or a square photo-sharing app” drew particular ire — his initial statement has aggravated photographers who feel an algorithm championing entertainment doesn’t put a premium on quality. “Instagram has done nothing but promote video-centric features at the expense of still photographers,” Minear says. “They’ve made it loud and clear that we aren’t welcome anymore.”

What Advertisers Should Do

What does all this mean for your brand? Is this “new” Instagram a good fit? We recommend that you:

  • Re-examine how you use video in your marketing and advertising. Clearly, video is getting bigger: 86 percent of businesses use video as a marketing tool, and 93 percent of marketers who use video say that it’s an important part of their marketing strategy. Instagram is showing where its allegiance lies. If video makes sense for you, Instagram might just be a viable advertising platform for you.
  • Consider the different ways influencers on Instagram are using both video and imagery as you find influencers to partner with. Who does a great job with video? Are they the right fit for your brand?

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In short, video is hot. Trying to figure out how to embracing video in your online advertising and marketing? Contact us. We can help.

Brands Killing It with Social Commerce

Brands Killing It with Social Commerce

Social media

As we’ve blogged, social commerce is gaining traction as a way to bring attention, and sales, to brands. Although social commerce is still in the early stages of real growth, businesses are already embracing its elements in increasingly interesting ways. Read on to learn about companies who are doing a great job in this arena and making the most of the opportunities social shopping affords:

Creating Community

So you’ve got a Facebook page set up for your brand? Don’t stop there: according to growcode.com, “[s]ome companies attribute as much as 50% of their sales to Facebook groups!” But it’s not just sales that drive these groups; it’s the opportunity for discussion that draws users in the first place.

Consider how Mokosh, a Polish natural cosmetics brand, positioned its Facebook group called MOKOSH Lovers. Customers join the group to ask for skincare advice; they also share their own experiences with the brand and suggest improvements. A meaningful exchange takes place between user and brand. And during an era still defined by the limitations of Covid, the group is also a way for users to connect and “belong” to a cohort of people who share their interests and tastes.

Some brands underline the value inherent in belonging by offering special perks to Facebook group members. The ZigZag Stripe, an online women’s clothing boutique, distributes special offers. Group members are introduced to new arrivals 24 hours before other shoppers, and they have access to exclusive products and live sales.

Engaging Shoppers from Afar

Chatbots can also create some interesting opportunities in the realm of customer engagement on social. Avon, for example, makes it possible for shoppers to “try on” different lipstick shades on camera, using Messenger. Thanks to the messenger chatbot, a special plugin, and camera filters, users can get a sense of whether a color suits them before ordering. Chatbots can also be used to share newsletters or distribute promo codes.

Wooing Youth Culture

Meanwhile, American Eagle Outfitters has pushed the social shopping envelope by partnering with Snapchat in an augmented reality experiment that focuses on denim. As reported in Yahoo! Finance, the clothing and accessories retailer worked with Snapchat to come up with a campaign that centers on American Eagle’s biggest category: jeans. Thanks to the AE x Snapchat 3D Shoppable Jeans Guide, Snapchat users can peruse different AE jeans styles and silhouettes. They might view different washes, learn styling tips, and even see 3D views of how a pair of jeans looks on different body types—by “twisting the world-facing camera on their mobile devices.”

The campaign, which features Chase Stokes and Madison Bailey, stars from the Netflix show “Outer Banks,” targets Gen Z. “Gen Z is clearly looking for new ways to shop,” notes Craig Brommers, American Eagle’s chief marketing officer, who notes that approximately 50 percent of Gen Zers use Snapchat every day. “And wherever Gen Z wants to shop is where you need to go, because if you aren’t innovative, you’ll be left behind.” To that end, shoppers can make American Eagle purchases directly through the app, and share reactions to styles with Snapchat friends.

Generating Buzz

Instagram is also a powerful social commerce channel. As reported in growcode.com, a recent Yotpo study reveals that a whopping 72 percent of respondents say that seeing a product depicted on Instagram increases the chances they’ll buy it; almost 40 percent claim they frequently buy products they see on Insta. The app’s dedicated social selling features, like the “tap to shop” function, definitely give brands a way to take advantage of these tendencies. And companies like Sephora use product tagging to make it easy for shoppers to directly access the brand’s online store. Anything a user sees in a given image, be it brow pencil or blusher, can be purchased in only a couple of taps. The process is easy and seamless, increasing the chances Sephora will earn sales from the initial buzz generated by Insta posts.

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How can your brand capitalize on the new opportunities social commerce affords? Contact us. We can help.

Social Commerce Is on the Rise

Social Commerce Is on the Rise

Advertising

Social commerce is on the rise. According to a new report from eMarketer, the pandemic has fueled a surge in e-commerce across the board, and social commerce in the U.S. has benefitted from that acceleration. By all accounts, it will continue to do so: the prediction is that social commerce will gain even more traction as platforms boost their checkout and shopping functions. What does this news mean for your brand? Read on to learn more.

The Market Is Growing

Social commerce is certainly enjoying a banner year already. eMarketer predicts that in 2021, U.S. retail social commerce sales will rise to $36.09 billion — a whopping 34.8 percent leap that would represent a 4.3 percent piece of the retail ecommerce sales pie. The prediction comes on the heels of a revised 2020 social commerce forecast: from 19.8 percent growth to 37.9 percent growth.

Social Commerce Hot Spots

Because of their focus on images, Instagram and Pinterest have a leg up on displaying merchandise; it’s probably no coincidence, then, that both platforms, as eMarketer points out, “provide the most relevant social commerce experiences for brands today.” Instagram and Pinterest have also been enjoying exceptionally strong growth. And both sites have been very proactive about developing business tools that make it easier to sell products and services online.

For example, Pinterest offers tools such as:

  • Product Pins, through which a business can connect its product catalog to Pinterest, filter and organize inventory, create shopping ads, and measure results.
  • Promoted Pins, which appear in search results and home feed as regular pins do, but are targeted and boosted to deliver more reach. Users can pin them to boards, comment on them, and share them. Note that after a Promoted Pin is shared once by a Pinner, the “Promoted” label disappears, with repins considered “earned media.”
  • Promoted Carousels, which feature two to five swipeable images. This can be a useful format for brands wishing to showcase multiple products or features.

But it’s Instagram that has really rocked social commerce by continuously offering tools that make it easier for brands to use the platform for sales. Consider features such as:

  • Instagram checkout, which facilitates simple, convenient, and secure purchases made directly from Instagram. As we’ve blogged, shopping from Instagram means protected payment information is kept in one place. So Instagrammers can shop multiple favorite brands without having to log in and enter intel multiple times.
  • Instagram Live, which allows checkout-enabled businesses to sell products through “live shopping.” In live shopping, consumers might be inspired by a creator or brand’s live video content and subsequently buy promoted products in real-time.

Platforms such as Facebook, Snapchat, and TikTok are also making moves to stay competitive. As we’ve blogged, TikTok has been doubling down on social commerce, especially in the arena of livestreaming. Consider the site’s recent collaboration with Walmart, in which shoppers could check out Walmart’s TikTok profile to see fashions highlighted by TikTok creators like Michael Le (it’s worth noting that categories like apparel/accessories really lend themselves to social commerce). Using mobile checkout, consumers could then buy the same products they saw in the livestream.

What You Should Do

Eager to incorporate social commerce into your marketing plan? We recommend that you:

  • Do your homework on your audience. Not all social commerce platforms are the same. Pinterest tends to appeal to Millennial women, TikTok to Gen Z and Millennials as a whole. Ask yourself: what demographics am I trying to reach?
  • Learn how to use the tools available to you. Each platform will have its own requirements for creating content. In addition, all of these popular sites will require a strong understanding of how to use visuals — it behooves you to make creating powerful imagery a strength. Finally, if you choose to get into live commerce, you’ll need to get really savvy about using livestreaming effectively.
  • Make sure you are set up for success. As we discussed on our blog in January, many businesses are struggling to manage the surge in demand that happens when they attract more shoppers with an intent to buy. Make sure your online fulfillment can handle the demand.

Contact True Interactive

How might social commerce fit into your brand’s digital marketing plan? Contact us. We can help. Read about our expertise in online shopping here.

Photo by Jakob Owens on Unsplash

Instagram Reels: A New Way for Brands to Connect with Gen Z

Instagram Reels: A New Way for Brands to Connect with Gen Z

Facebook Social media

On August 5, Facebook released a new feature on Instagram called Instagram Reels: “a new way to create and discover short, entertaining videos on Instagram.” Sound familiar? Facebook has been accused of cloning multiple popular social media app features in the past; given the rising popularity of TikTok, especially with Gen Z, we knew it would not be long before Instagram debuted its own short-looped video feature. The release of Instagram Reels also comes at an interesting time, as TikTok and Microsoft try to hammer out a purchase deal in the face of concerns that TikTok poses security threats.

Regardless of TikTok’s path forward, Instagram Reels has legs. And while Instagram Reels may seem identical to TikTok, that doesn’t mean brands should ignore it. Here are some reasons why:

Connect with Gen Zers on Instagram

It’s no secret that Gen Z is growing up in a world where many aspire to be an influencer or creator. TikTok, which became available worldwide in 2018, quickly gave teens the creative opportunity to do so. Many brands whose main customer base is Gen Z started using TikTok as a way to engage with that demographic. But some brands have felt hesitant about working with a new social media platform.

Now with the release of Instagram Reels, many Gen Z influencers and creators are bringing their successful TikTok content over to Instagram. The shift gives those brands reluctant to engage with a new social media app a familiar platform on which they can connect with Gen Z. And on Instagram Reels, brands have an opportunity to create fresh, engaging content to reach that audience.

Refresh Your Content for Your Instagram Community

If you were already seeing success with TikTok, you don’t have to reinvent the wheel. On Instagram Reels, you can share the same or similar content with your Instagram following, which most likely will include a broader age range than Gen Z alone. Instagram Reels is a great way to refresh your current Instagram content and stay relevant.

If you don’t know where to begin on Instagram Reels, scroll through Instagram to get a feel for the popular short videos of dancing, lip syncing, or tutorials already on view. And consider making Instagram Reels part of your Influencer strategy.

Post Creative Videos Without Breaking the Bank

Instagram Reels doesn’t just help brands stay relevant. The platform makes sense economically, too. Because let’s face it: when it comes to video content, many brands, hampered by limited resources or limited budget, struggle to produce high-quality videos. Instagram Reels (and TikTok) allow brands to be creative without needing a full production team or deep pockets. A variety of editing tools include audio, AR effects, timer, speed, and more, giving users the ability to share high-quality videos in minutes.

Brands Already On Board

Brands eager to appeal to young consumers are already giving Instagram Reels a go. Dunkin’, for example, has posted a video, set to original Dunkin’ music and making good use of the platform’s filters and stickers, promoting the brand’s drive-through service and cold brew coffee.

And Maybelline has debuted a video starring influencer and model Nikkie De Jager, who lip-syncs Maybelline’s catchphrase—Maybe she’s born with it, maybe it’s Maybelline—while applying makeup.

Red Bull, Louis Vuitton, and Sephora have also already posted to Instagram Reels.

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Eager to learn more about how Instagram Reels can bring attention to your brand? Contact us.

 

Why Microsoft Wants to Buy TikTok

Why Microsoft Wants to Buy TikTok

Microsoft

A couple of months ago, I mentioned on our blog that dark clouds were on the horizon for TikTok because of lingering concerns over the app’s security. Those dark clouds are here. On July 31, President Trump said he planned to ban the app in the United States because the U.S. government is concerned that TikTok poses a national security risk. TikTok’s detractors say that the popular app, owned by China-based Bytedance, could have personal data from its American users fall into the hands of the Communist Chinese government – a form of foreign espionage. But just as the issue reaching a crisis point, on August 2, Microsoft confirmed a rumor that it intends to buy the U.S. operations of TikTok. President Trump gave Microsoft and TikTok until September 15 to work out a deal, which would pave the way for TikTok to have a future in the United States. The drama is intriguing especially to the many businesses that have a presence on TikTok either through organic content or advertising. In addition, TikTok stakeholders are asking: What does Microsoft get out of buying TikTok and taking on the headaches of securing user data? Here are two reasons why:

1 TikTok Gives Microsoft a Social Media Card to Play Against Big Tech

Google has YouTube. Facebook has Instagram (and many other cash cows). But Microsoft lacks a go-to social app on which to build an advertising business. And this is a major drawback especially in 2020 as social media usage surges. Facebook’s recent quarterly earnings announcement underscored this reality: with people turning online for safer ways to pass the time during the COVID-19 pandemic, Facebook’s monthly average users across all its apps has risen to 3 billion. Microsoft is missing out on a consumer-focused social app. True, Microsoft owns LinkedIn, but LinkedIn is not a business-to-consumer ad powerhouse. TikTok gives Microsoft an instant platform.

Granted, TikTok is still in the early stages of earning revenue from advertising and in-app purchases. And the app shows promise as well as challenges. According to the Financial Times, one 24-hour TikTok campaign ran by Guess logged a CTR of 16% compared to a 4% average. Kroger, which ran a #TransformUrDorm challenge, attracted close to 477 million views across hundreds of videos over the course of approximately one week. But in November 2019, The Verge said TikTok ads were the Wild West. Self-serve ads on the platform deliver CPM of $10 (compared negatively to Instagram’s $8).

TikTok has plenty of room to grow, and Microsoft sees the potential. If TikTok were fully developed as an advertising powerhouse, it’s possible the U.S. assets would have been too expensive to buy – so now is the right time to make a deal.

It’s all about Gen Z

Microsoft has been trying to build a presence with the surging Gen Z population for the past few years, and with good reason: Gen Z is set to overtake Millennials as the largest age cohort in the United States. Thus far, Microsoft has relied on gaming to connect with Gen Z, as witnessed by its development of Xbox, a Gen Z favorite. TikTok gives Microsoft another powerful way to connect with Gen Z: 60 percent of TikTok users are Gen Zers. TikTok also gives Microsoft a way to cross-promote Gen Z friendly products such as Xbox. As The Verge notes:

Microsoft could take advantage of that direct access to TikTok users with ads for Surface, Xbox, and other products, or even as another base for its game-streaming ambitions. Google is planning to leverage YouTube to integrate its Stadia streaming service, and TikTok would give Microsoft a response with xCloud game streaming. Microsoft had been planning to use Mixer for Xbox game streaming, but the service never gained enough traction, and the company was forced to strike a deal with Facebook for xCloud integration instead. It’s not hard to imagine watching a Call of Duty video on TikTok and then being able to click and instantly play the game as it streams to your phone via Microsoft’s xCloud service.

Microsoft, in addition, could reap the benefits of revenue gained when businesses tap into TikTok to advertise to Gen Z, as well – something that businesses might be reluctant to do while TikTok’s future remains in limbo.

What’s Next?

In addition to giving Microsoft and TikTok a deadline of September 15 to work out a deal, President Trump has said the U.S. government should get a financial cut of the transaction, which complicates an already tricky process. Microsoft is taking on a risk with this political hot potato, to be sure. The company has put its reputation on the line by stating that it will “ensure that all private data of TikTok’s American users is transferred to and remains in the United States.” But there is also potentially strong reward for Microsoft. With an American owner, TikTok may become a more attractive place for American businesses to build their brands with advertising and other forms of activity that would enrich Microsoft’s bottom line.

Meanwhile, as if to underline TikTok’s importance, Instagram launched on August 5 a feature, Instagram Reels, that competes directly with TikTok. Instagram Reels benefits from Instagram’s cachet and Facebook’s muscle. The pressure is on for Microsoft to land the TikTok deal.

To learn more about TikTok, check out this treasure trove of statistics.

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To learn more about how to build your own brand on the digital world, contact True Interactive.

6 Reasons Why Facebook Continues to Succeed

6 Reasons Why Facebook Continues to Succeed

Facebook

Is Facebook the most resilient brand in the world? It sure seems that way. Here is a business that has weathered one public relations storm after another in recent years, and yet the global business is getting stronger than ever. In the past couple of years alone, we’ve seen Facebook experience some serious threats, such as:

  • Widespread criticism that the platform tolerates hate groups.
  • Accusations that Facebook has been used as a tool for malicious parties to interfere with the election of public officials in the United States and internationally.
  • Anger over Facebook’s failure to contain egregious breaches of user privacy.
  • Speculation that Facebook’s internal culture is imploding.
  • Anxiety that Facebook exerts an unfair advantage over its competition and needs to be broken up.

What have I missed?

These, and many other concerns, have resulted in some concrete actions that normally would cause some serious problems for a business, such as:

  • An advertising boycott by a number of powerful brands in July.
  • CEO Mark Zuckerberg being hauled into public hearings to face a public grilling by Congress, most recently the week of July 27 over Facebook’s competitive practices.

And yet, in Facebook’s most recent quarterly earnings report, the world’s largest social media network reported:

  • $18.7 billion in revenue, up from $16.9 billion a year earlier and above analysts’ expectations of $17.34 billion.
  • Profit for the second quarter nearly doubling to $5.18 billion, or $1.80 a share, exceeding Wall Street estimates.
  • An increase in monthly active users to 2.7 billion, from 2.6 billion in the first quarter. More than three billion people now use at least one of Facebook’s products on a monthly basis.

Now look at Facebook’s stock price, rising year after year:

Facebook’s resilience has prompted many to ask, Why? Well, I can think of a number of reasons:

  1. Clearly, the negative PR does not speak for everyone.
  1. Facebook continues to enjoy an advantage of being the first major social media network to break through globally. When you gain a foothold on a market, it’s awfully hard for anyone to dislodge you.
  1. Facebook has stayed true to a fundamental brand promise of connecting people. If you want to stay connected with Aunt Mary in Topeka or your old college buddy Jim in Montana, Facebook delivers.
  1. It’s not the only social media network fraught with controversy over free speech versus fringe activities. Every major platform – TikTok, Twitter, YouTube, and others – faces the same fundamental challenge Facebook does, and no one has anywhere near a perfect solution. Investors and advertisers understand this reality, and so long as social media platforms appeal to them, Facebook does, too.
  1. Facebook continues to make smart moves to expand its global reach, a recent example being its investment into Jio Platforms of India.
  1. The company is delivering on its 10-year growth plan unveiled in 2016, including continued investments in virtual reality.

Reason 6 above is especially important. Investors like to see businesses create a compelling growth plan and stick to it. Facebook has never lost sight of its own aspirations to grow globally and to use technology to connect people. As a result:

  • Facebook attracts more investors.
  • Those investors fuel the company’s expansion.
  • The company’s expansion attracts more users.
  • More users attract more advertisers. And advertisers are crucial to Facebook’s future.

My advice to advertisers:

  • If Facebook is delivering the audiences you want, continue to rely on Facebook as a crucial element of your game plan. Capitalize on new tools to reach your audience, such as Facebook’s recently unveiled ways to connect people and businesses on WhatsApp. If you work with an agency, ask them about how they’re using these tools to help you.
  • Be patient, and don’t let negative PR distract you (but if you’ve stuck with Facebook thus far, you probably know that already).
  • As with all social networks, assess your own tolerance for the risk versus reward of having a presence on Facebook. As I blogged recently, being on social media presents the possibility that your ads and organic content will appear alongside questionable content. At the same time, being on social also means benefitting from the surge in traffic on social media occurring in 2020. Bottom line: be vigilant (and your agency partner, if you have one, should be vigilant, too).
  • Keep a close watch on all the news affecting Facebook, especially Facebook’s ongoing issues with Congress. It’s important to understand the potential changes that legislation could have on Facebook. Being aware is always a good course of action.
  • Get comfortable living with the wild card in the deck: the effect of the COVID-19 pandemic. The biggest impact the pandemic may have on Facebook is fluctuating advertising revenues from businesses looking for ways to reduce their ad spend as they react to uncertain economic conditions. But one thing is clear: the Facebook community itself is only getting bigger, and it probably will as people increase their usage of online platforms amid spikes in COVID-19 rates.

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At True Interactive, we help businesses capitalize Facebook’s growth to build their brands. We can help you, too. Contact us to learn more.

Photo by Austin Distel on Unsplash

 

Online Shopping and Advertising Continue to Converge in 2020

Online Shopping and Advertising Continue to Converge in 2020

Advertising

One of the big stories of 2020 is, of course, the surge in people going online. It’s not just that people are spending more time online watching movies and connecting on social media. They’re also making purchases: as consumer behavior moves online, we’re seeing a surge in eCommerce. As reported in Forbes, the latest research suggests that COVID-19 has accelerated the progress of ecommerce adoption by four to six years—within a matter of months. What does that mean for your brand? A look at what the tech giants are doing provides some clues:

Instagram Shop

Instagram is embracing the online shopping trends with its July roll out, in the United States, of Instagram Shop. The online shopping feature allows consumers to view products on Instagram: personalized recommendations drawn from brands you as a consumer follow, plus recommendations suggested by Instagram’s @shop team.

Businesses can also add hashtags to product descriptions to make those products more likely to be featured. On Instagram Shop, shoppers can save items of interest, contact businesses, and place orders directly using Facebook Pay. In short, the feature allows brands to set up a single online store consumers can access via Instagram. Instagram Shop is set to go global in coming weeks.

Google’s Shoploop

Meanwhile, Google is making its own bid to snag the attention of online shoppers with its video shopping platform, Shoploop. Introduced by Google’s experimental Area 120 division, Shoploop spotlights products in short videos of 90 seconds or less. The videos illustrate how to use the product, and interested shoppers can make purchases online, directly from the app. They can also like, share, and save videos.

As reported in MediaPost, Shoploop “helps brands get product reviews from real people who know and use the products.” One of the beauties of Shoploop is that it streamlines a process that used to involve several apps or websites. Consumers can now discover products, see how they are used in real life, and make a purchase—all in one place. Currently, most Shoploop clips highlight skincare and makeup, but plans are already underway to expand reach to products including clothing, jewelry, and electronics.

What This Means for Brands

Store closures/state lockdowns during COVID-19 undoubtably spurred development of shopping experiences like Instagram Shop and Shoploop. But there’s a good chance that consumer habits formed during lockdown will persist indefinitely. “We are seeing signs that online purchasing trends formed during the pandemic may see permanent adoption,” notes Taylor Schreiner, Director, Adobe Digital Insights, in the Forbes article cited above.

And because companies like Google and Instagram are making it even easier for people to buy things online by giving them more access points, shoppers will have more reasons than ever to continue those habits forged during the pandemic. The headline for advertisers is this: online advertising not only creates visibility for a brand, it is becoming an increasingly important, even mandatory, strategy for brands to draw shoppers directly to their commerce engines.

The Challenge for Advertisers

The challenge for advertisers is to capitalize on all these access points, while understanding what types of advertising work best to attract engagement online. That is, what kind of ads does a brand now need to create in order to draw shoppers to their Instagram page, as opposed to their website? How should a business build an advertising presence on Instagram that complements the organic content it posts, especially for brands that sell products on Instagram? Different access points can mean different audiences: online ads will not necessarily all be the same.

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Need help navigating these new opportunities? Contact us. We can help.