How Instagram Can Win More IGTV Fans

How Instagram Can Win More IGTV Fans

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Instagram’s IGTV feature is off to a slow start.

TechCrunch reported recently that IGTV, which allows people to upload lengthy videos in a mobile viewing format, has seen a noticeable decline in weekly installs since its June launch.

As TechCrunch noted, “IGTV risks becoming the next Google Plus — a ghost town inside an otherwise thriving product ecosystem.” TechCrunch speculates that the main reason IGTV is struggling to gain a foothold is that YouTube already owns the market for longer-form video. In addition, IGTV has yet to give us any truly breakthrough, viral content, as other social platforms have. There is no “Chewbacca Mom” of IGTV to help people grasp the potential appeal of the app.

Is IGTV in trouble? I don’t think so. If we’ve learned anything about Instagram, it’s that the app is resilient. And IGTV enjoys a huge advantage: a large built-in audience on Instagram, with one billion actively monthly users. But IGTV does need to take some steps to gain more traction. Here are three ways Instagram could do so:

  • Make IGTV more discoverable inside Instagram. Unless you use the IGTV standalone app, you may not even know IGTV exists. For several weeks, Instagram hid IGTV behind a small icon inside Instagram. It was too easy for users to ignore the icon on their screens. Recently Instagram has been making IGTV videos more visible via a more prominent notification call-out with a clickable “watch” button. A more noticeable call-out should help. When Facebook relaunched Marketplace in 2016, giving the feature more prominent real estate on mobile devices helped Marketplace gain traction.
  • Make it possible to livestream IGTV content. The only way to make IGTV videos is to record them on your mobile device and upload them. The process is easy, but people can do the same on YouTube. IGTV should differentiate by giving people the ability to record in the moment as Facebook does with Facebook Live. Doing so would create more opportunities for real-time engagement through viewer comments as happens with Facebook Live.
  • Promote big names and big moments. Instagram could help its own cause by collaborating with its more popular names (such as blogger and performer Baby Ariel) to build excitement for their content. People might be more likely to stop what they’re doing and make room for IGTV if they knew their favorite internet celebrity was going to post a new song or blogging episode at 5:00 p.m. Wednesday instead of discovering the content after the fact. Building excitement for forthcoming content would raise more awareness and get viewers primed to watch and comment on what they see. If you know that Universal Pictures is going to air an interview with Dwayne “the Rock” Johnson from the set of his latest movie, you just might set aside time to watch if you’re a Rock fan – even more so if you know the event would be livestreamed (see suggestion one above).

IGTV’s biggest threat right now? YouTube already does everything IGTV can except give users an elegant way to upload content created in vertical mobile-only mode. But by building more excitement around IGTV and introducing a live experience, Instagram can succeed in the long term. For more insight into how to use IGTV to build your brand, contact True Interactive.

Image source: Embedsocial.com

Facebook Shows Mobile Games More Advertising Love

Facebook Shows Mobile Games More Advertising Love

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It makes sense for Facebook to be paying close attention to mobile gaming, as this industry reportedly generated 40.6 billion dollars in 2017 worldwide. Last year, 42 percent of the industry’s global revenue came from smartphone and tablet games. According to some 2016 reports, U.S. gamers played an average of 3.6 mobile games per month, and 1.3 games on a daily basis. True value for game developers, however, does not usually come from game install volume, but from game usage (time and money users spend on it), especially for those games with ad-based revenue models.

With the recent launch of playable ads, Facebook seems to be focusing on driving real long-term value for gaming companies, rather than promoting mere app installs. With this new ad format, users can experience a preview of the game from within the ad. Giving users a chance to interact with the game in the feed before they install it creates higher intent, according to Facebook, and I agree.

At first, ad format will look like a simple video ad, but it becomes a rich experience once the user taps on it thanks to the capabilities of HTML5. Hopefully we will see Facebook releasing new immersive ad formats to use with other campaign types, or the highly anticipated capability to use 360 videos in ads.

After more than a year in Beta, game developer companies like Rovio have seen favorable results. Rovio, owner of the popular Angry Birds game franchise, claimed that it saw a 40 per cent lower cost per paying user when using playable ads, along with a 70 per cent lift in day seven ROAS. Similarly, Bagelcode, creator of Club Vegas virtual slot machine game, saw 3 times higher ROAS on Android as well as 1.4 times higher ROAS on iOS.

Furthermore, the new retention optimization will increase the chances of a game to be downloaded by a more engaged user. According to Facebook, gaming marketers will now be able to deliver their ads to those users who are most likely to play their game. Its official rollout is planned for later this year on Facebook, Instagram and the Audience Network.

Retention optimization is not the only refreshment Facebook has given to its app marketing toolbox. Its latest update to the value optimization tools include minimum ROAS bidding, which will enable advertisers to “set a minimum spend to find the players most likely to make in-app purchases, and eliminate spend on connecting with players less likely to engage.

It would be interesting to test this minimum ROAS bidding in conversion campaigns and compare results with the currently available Target CPA bidding. I believe there is much more yet to come, and that we will soon see new, more interactive ad formats like the recently released collection/canvas ads.

I encourage brands to monitor these new features and test them in conversion campaigns. For insight into how to maximize the value of Facebook advertising products, contact True Interactive. We’re here to help.

Image source: https://marketingland.com/facebook-launches-playable-ads-tests-retention-optimization-for-app-advertising-245312

 

Why Facebook’s Woes May Have a Silver Lining

Why Facebook’s Woes May Have a Silver Lining

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Last week I was surprised to receive both an email and phone call from a dedicated Facebook Ads representative interested in setting up a meeting to discuss my current Facebook Campaigns as well as future opportunities. On the surface, a call from a salesperson might not seem newsworthy. But for those of us who have been advertising on Facebook for the past few years, that level of customer service is a sharp contrast from what we have grown to expect from the social media giant. Is it possible that Facebook’s woes, including a steep decline in its stock value, are making Facebook pay a little more attention to customer service?

I sure hope so.

Then and Now

Let’s go back four ago when I first began testing Facebook ads for some of my clients. If I ran into an issue setting up a campaign, had a question about targeting features, or was interested in tips for better results, the chances of finding a way to connect with someone from the Facebook team were slim. There was no chat feature, no easy-to-find customer service phone number, and no email address. Among my agency teammates, it was common to hear, “Hey, does anyone know how to get a hold of someone from Facebook?”

So what’s changed? Frankly, a lot. Do a quick search of recent news stories, and you’ll see that Facebook’s CEO Mark Zuckerberg’s net worth fell more than $16 billion in one day after the company’s stock plunged 20 percent and issued guidance that the financial future of the company isn’t quite as rosy as some investors thought it might be. This news, coupled with Facebook’s privacy issues and recent discovery of inauthentic social media campaigns ahead of the mid-term elections, has proven to be a PR and financial nightmare. Earlier in the year I, predicted that it would be tough sledding in 2018 for Facebook. It’s possible that the company’s woes will turn into improved customer service for advertisers.

Facebook Has an Opportunity

Despite negative press surrounding Facebook, I still believe the platform can be an effective marketing channel, especially when used as a brand awareness tool.  Advertising costs on Facebook are a fraction of those on Google, and there is still an impressively large number of active users to engage. My advice is to take full advantage of the more robust customer support at Facebook.

And Facebook’s customer service can help you, too. A recent call with a Facebook expert led to me testing some new targeting methods as well as adjusting my campaign structure. While it is still early in the test, I am seeing improved engagement and more conversions.  This is a critical time for Facebook as they work to rebuild the integrity of their brand. It is in Facebook’s best interest to help ensure advertisers enjoy as much success as possible using their platform.

Are you seeing better customer service from Facebook? Let me know!

Facebook Sees Success with Marketplace

Facebook Sees Success with Marketplace

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Facebook has taken some lumps during a tumultuous year. After weeks of being dragged through the mud with scandals involving data privacy, the company suffered its worst day in its history as a publicly traded firm after announcing quarterly earnings that fell short of Wall Street’s expectations.

But the news is not all bad.

Amid the turmoil, Facebook is actually growing in some ways that are less visible to Wall Street. For example, Facebook Marketplace, which Facebook relaunched in 2016, is experiencing strong growth. Already, 550 million people across 51 countries use Marketplace each month to buy products from other people and business. By contrast,  55 million people visit Craigslist monthly.

And Marketplace is attracting more and more large businesses from sectors such as automotive. Based on the traction Marketplace is getting, Facebook recently announced that it is making it possible for businesses to advertise in Facebook Marketplace to reach people where they are actively shopping.

At True Interactive, we are helping businesses take advantage of Marketplace advertising. We just tested a conversion campaign for a client and achieved favorable results. In a new column for Adweek Social Pro Daily, I discuss our experiences with Facebook Marketplace and provide more insight into the growth of this feature.

For more insight into how to succeed on Marketplace and other online destinations, contact True Interactive. We are here to help.

How Brands Are Responding to IGTV, Instagram’s Hot New Format for Visual Storytelling

How Brands Are Responding to IGTV, Instagram’s Hot New Format for Visual Storytelling

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Sometimes businesses stay successful by defying expectations. A case in point: Instagram’s recently launched IGTV feature. At a time when goldfish have longer attention spans than human beings, Instagram wants its one billion monthly users to spend more time watching longer-form video.

What Is IGTV?

IGTV makes it possible for users (both businesses and people) to upload video content for up to one hour in length, a dramatic change from the one-minute ceiling that Instagram used to impose on video content posted in the main feed of an account. Instagram understands that even though we have short attention spans, people also reward compelling stories. And businesses are already jumping on the opportunity.

The Mobile-First Platform

As Instagram CEO Kevin Systrom announced on June 20, IGTV is engineered for mobile phones. In other words, the format is optimized for uploading and watching content on a vertical full screen, the way people naturally watch content on their mobile phones. As Instagram noted on its own site, by 2021, mobile video will account for 78 percent of total mobile data traffic, but recording video on mobile phones remains a somewhat clumsy experience. By being mobile-first, IGTV wants to be the go-to resource.

How to Use IGTV

It’s easy to use IGTV. You simply tap on a television icon at the top of your screen and follow the prompts to start recording video. In addition, the icon leads you to content that others have created. You can view what’s popular, who you are following, or what Instagram suggests for you. The videos appear like Instagram stories, but the videos last much longer than stories do. Users cannot livestream on IGTV, though.

How Brands Are Using IGTV

IGTV is not an advertising format – for now. The time may come soon when businesses can create bumper ads or banner ads as they can on YouTube. Meanwhile, businesses are already creating content by setting up their own channels similar to the Snapchat approach. IGTV has been especially attractive to media/entertainment brands. The BBC is posting informational content such as an overview of plastics done with amusing Monty Python style graphics. Guns N’ Roses has been uploading scenes from the band’s concerts, such as soundchecks and an inside look at what it’s like for the band to take the stage before a concert. Shira Lazar, who hosts her own internet show, has been sharing you-are-there segments from her travels to events such as VidCon. The content ranges from organic to very slick. More examples include:

  • Health/nutritional/cooking brands and influencers such as Vital Proteins are posting instructional videos on workouts, recipes, and nutritional facts.
  • Make-up brands are showing how-to videos for their products. For example, Sephora shows skin care routines and how to apply certain products.
  • Clothing/Jewelry brands such as Kendra Scott and Red Dress Boutique are posting behind-the-scenes/sneak peaks of their new collections. Kendra Scott recently gave a behind-the-scenes tour of its new jewelry collection. Red Dress recently took viewers behind the scenes of a photo shoot for new arrivals.

It’s also not uncommon to see businesses posting content they had posted already on YouTube. But brands need to be careful: if your YouTube content is not optimized for mobile viewing, it may render poorly on IGTV.

Influencers on IGTV

IGTV has given influencers another channel to share their content. For example, I have noticed influencers are turning their online blog posts into “interviews” where they basically post a video that describes their blog post for that day. In fact, Instagram has called out IGTV’s potential for helping individual content creators become stars as they have done on YouTube.

“[W]e’ve learned that younger audiences are spending more time with amateur content creators and less time with professionals,” Instagram noted on its blog. Instagram indicated that IGTV will connect users with more individual content creators. But clearly, IGTV has quickly become a format for businesses based on my early experiences.

What Brands Should Do about IGTV

To capitalize on the value of IGTV, I suggest brands do the following:

  • If you are creating video content already on channels such as Snapchat and YouTube (or Instagram for short-form video), start using IGTV, especially if you want to connect with the mobile generation. The fact that Instagram now has one billion monthly users should be reason enough for IGTV to get your attention.
  • As noted, be careful about how you re-purpose video created on other channels. Re-purpose content that has been optimized for mobile viewing.
  • Use the launch of IGTV to examine your influencer strategy. As we have noted on our blog, influencer outreach is getting bigger as brands look for ways to circumvent their content being marginalized by Facebook algorithms. IGTV creates more outlets for influencers and brands to collaborate.
  • Learn from others. Do an audit on all the content exploding across IGTV. Don’t limit yourself to businesses in your own industry. Look for businesses that are already doing a great job posting long-form content that tells a visual story.

Finally, watch IGTV closely for opportunities to advertise. It’s only a matter of time before Instagram opens up the platform for advertising. First things first: get comfortable creating content on IGTV, and get ready to engage your audience. Contact True Interactive for more insight into how to use apps such as IGTV to create more engagement.

 

Facebook Seeks Transparency with View Ads

Facebook Seeks Transparency with View Ads

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You might have heard that Facebook is testing an advertising format that makes it possible for businesses to see other businesses’ Facebook ads. And you might be freaking out. If so, relax. Facebook is becoming more transparent, but not at the expense of advertisers.

Here’s the context: Facebook recently discussed the testing of a new feature known as View Ads. With View Ads, anyone visiting a brand’s Facebook page can see all of the ads connected to that page regardless of who the brand is targeting with the ads. In other words, if you are a brand, your competitors can see all your ads and vice versa.

Facebook is reportedly rolling out the feature more broadly this summer. Regardless of the timing, brands should expect Facebook to implement more measures such as View Ads. Facebook has to become more transparent as a response to myriad controversies surrounding manipulation of the platform during the 2016 presidential election and mounting concerns about the platform’s trustworthiness.

Being able to view your competitors’ ads should not change your ad strategy, nor should the fact that competitors can see yours. The only reason to view competitors’ ads is to fine-tune your own approach so that your brand stands apart. But if you keep the focus of your attention on your customers and take care of your people, your competitors’ Facebook ads won’t matter. In addition, measures to make Facebook more transparent will ultimately help businesses that advertise on Facebook. Transparency is needed to build trust. And Facebook has a trust problem, to say the least.

For more insight into Facebook View Ads, check out my recently published column in Adweek Social Pro Daily. And contact us to understand how to build your digital brand.

How to Succeed with the Smarter Instagram Feed

How to Succeed with the Smarter Instagram Feed

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Instagram recently made its algorithm smarter and explained to TechCrunch how the algorithm works. The headline: Instagram uses machine learning to make its feed more personal to its users. This change is good news for brands on Instagram that enjoy high levels of engagement and inspire passion. The news is bad for brands that rely on one-way messages.

By applying machine learning, the Instagram algorithm literally learns from the behavior of its users to serve up more relevant content on their feeds instead of sharing content in chronological order. If you tend to like posts about cats from the cat lovers in your Instagram universe, Instagram shares more cats. If you tend to like posts from country music star Chris Stapleton’s account, you’re going to get more Chris Stapleton posts higher up in your feed. Meanwhile, accounts you follow passively without liking very much appear lower in your feed.

Here’s how Josh Constine of TechCrunch summarized the three main factors that determine what appears more prominently in your Instagram feed:

“Interest: How much Instagram predicts you’ll care about a post, with higher ranking for what matters to you, determined by past behavior on similar content and potentially machine vision analyzing the actual content of the post.

Recency: How recently the post was shared, with prioritization for timely posts over weeks-old ones.

Relationship: How close you are to the person who shared it, with higher ranking for people you’ve interacted with a lot in the past on Instagram, such as by commenting on their posts or being tagged together in photos.”

This change is especially great news for media/entertainment brands, such as accounts that support musicians and movie releases, which tend to create stronger, more loyal fan followings than brands in other businesses. Selena Gomez, who enjoys 138 million followers, is going to become an even more dominant force. Media brands such as National Geographic, and sports brands such as FC Barcelona and the NBA, which also enjoy millions of followers, are also likely enjoying an uptick in popularity.

But you don’t have to be a sports or media brand to capitalize on Instagram’s algorithm. The key is to create engagement by posting great visual content and by getting fans involved with your page. It’s also important to post often, for as TechCrunch noted, Instagram is placing a higher priority on more timely content.

The algorithm change may also convince more brands to work through personal influencers with large followings given the increased focus on content from accounts where Instagram perceives a closer relationship with followers.

It’s absolutely a bad idea to post content just to keep the lights on. Instagram is pushing less interesting content out of the way in favor of brands and people who work harder to make Instagram more interesting, including the use of tools such as looping Boomerangs and engaging written calls to action to go with your visuals.

For more insight on how to succeed on Instagram, contact us. We’re here to help.