The Facebook Spat with Apple: Advertiser Q&A

The Facebook Spat with Apple: Advertiser Q&A

Facebook

If you operate a business on Facebook, you’ve probably received pop-up notices from Facebook warning you about ominous changes coming because of Apple’s latest operating system update. What’s exactly happening, and why? Our new advertiser Q&A takes a closer look.

Why Is Facebook Upset with Apple?

The conflict comes down to access to customer data.

Apple’s new operating system update, iOS14.3, contains new privacy tools that prevent apps from being able to track user activity across the internet. All applications need to ask iPhone users for permission to track their activity for the purposes of advertising. There an estimated one billion people around the world who own an iPhone.

Put another way: under iOS14.3, if a person has a business’s app on their iPhone, that person needs to agree to allow the business to collect information about them. iPhone users now have more control whether they actually want personalized ads generated as the result of an app following them around the internet.

Facebook believes that this opt-in approach could create a major problem for Facebook’s app. Most Americans have expressed discomfort with the way Facebook tracks their personal data. Since almost all of Facebook’s revenue comes from advertising, Facebook sees the new opt-in policy as a threat.

How Has Facebook Responded to iOS14.3?

Facebook has attacked the update publicly. For example, in December, Facebook argued on its own site that tougher privacy controls will hurt small businesses that rely on Facebook advertising to reach people. Dan Levy, Facebook’s vice president of Ads and Business Products, wrote that Apple is “hurting small businesses and publishers who are already struggling in a pandemic.” He elaborated:

These changes will directly affect [small businesses’] ability to use their advertising budgets efficiently and effectively. Our studies show, without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads. We don’t anticipate the proposed iOS 14 changes to cause a full loss of personalization but rather a move in that direction over the longer term.

Facebook has also reached out to businesses, news media, and agencies (including us) to voice its position through content such as webinars.

What Is Apple’s Response to Facebook?

Apple continues to go about its business without a corporate response with one exception: the following tweet from CEO Tim Cook, which speaks for itself:

Tim Cook tweet

Otherwise, Apple has spoken with its actions by going forward with the iOS 14.3 update.

When Does the iOS14.3 Update Happen?

Although Apple made iOS 14.3 effective in December 2020, the company has not yet enforced the opt-in prompt. None of the changes discussed here is happening as of this writing. Apple has not announced when it will make these changes and enforce the prompt.

What Should Advertisers Do?

First off, we recommend monitoring the development closely. But don’t panic. No one knows how many iOS 14.3 users will opt out with their apps – Facebook or otherwise. To be sure, people opting out will compromise everything from conversion data to attribution to custom audience sizes. Facebook says it plans to roll out new features in events manager to help mitigate the impact of those changes. We are monitoring this situation for our clients. Stay tuned.

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Why Triller Is a Thriller

Why Triller Is a Thriller

Mobile

Have you heard of Triller? The video-making social app has been around since 2015, but only recently has it started to show signs of becoming a genuine rival to TikTok. Should marketers care? In a word: yes. Read on to learn why.

What Is Triller?

Like TikTok, Triller is deeply connected to music; introduced as a video-editing service by co-founders David Leiberman and Sammy Rubin, Triller has always employed artificial intelligence (AI) to create music videos. But by 2016, the app had also become a social-networking service that allowed users to follow one another and share the videos they created. Today, users can film different takes of themselves rapping to songs (hip-hop is particularly popular on the app), and then use the AI to cull the best clips and make a professional-looking music video. The editing is pretty painless: as refinery29.com notes, “[Y]ou perform and the app edits your video for you.”

How Does Triller Compare to TikTok?

While similar to TikTok, Triller is trying to position itself as being all about the music. The app has raised investment from artists like Snoop Dogg, and music fans are considered the prime audience for the app. Though some critics point to the fact that Triller has recently permitted users to share a wider range of content, such as quirky videos, the fact remains that the app is music friendly. One example of the emphasis on music: Triller allows users to pull complete songs from their Apple Music or Spotify playlists, as compared to the 15 seconds allowed by TikTok.

Who’s on Triller?

As noted in Fortune, Gen Z is currently “establishing the winners and losers online,” and Triller, which has started to gain traction with Gen Z, may be one of those winners. The app has certainly been flexing its muscles of late, having poached some of TikTok’s influencers. Former TikTok creators like Josh Richards have made the switch (Richards is now also Triller’s chief strategy officer). Other former TikTok luminaries—Noah Beck, Griffin Johnson, and Anthony Reeves—have jumped to Triller and signed on as investors. And performers like Alicia Keys and Eminem have used the platform to create music videos.

Advertising on Triller

According to Digiday, “Triller’s commercial model revolves around letting influencers raise money from fans, advertisers and partnerships with music labels.” The approach can be a lucrative one. As noted in Influencer Marketing Hub, influencer marketing allows brands to reach a young, urban audience through influencers who have already cultivated the kinds of relationships that make marketing successful.

In October, Triller also partnered with ad tech start-up Consumable to sell digital and video format ads meant to be placed between videos on the app. Mark Levin, CEO of Consumable, shared, “This is an exciting partnership given our collective focus on delivering innovative, bite-sized content. It combines Triller’s short-form entertainment with Consumable’s short-form digital advertising to deliver the first social video discovery platform on media publisher websites.” As noted in Business of Apps, the partnership will give marketers a crack at new audiences.

Also notable: advertising on the app can be nothing short of groundbreaking. E.l.f. Cosmetics, which set trends in late 2019 with an innovative TikTok campaign, redefined cool yet again in late 2020 by working with Triller. As e.l.f. CMO Kory Marchisotto noted, the cosmetics brand ended the year with “a big music bang,” partnering with Triller to release an entire holiday-themed album featuring not only danceable electronic beats but also plenty of “e.l.f.-isms.”

Meanwhile, Triller is going to do some advertising on its own in a big way: reportedly, Triller is gearing up for its first-ever Super Bowl ad.

We Recommend

There are lessons to be learned from apps like Triller, as 2021 ushers in a new era of music, advertising, and innovation. We recommend that you:

  • Don’t get complacent. Stay attuned to new apps and new ways of communicating.
  • That means staying in tune with your audience. Are you reaching out to Gen Z? Know what language they speak. As Triller demonstrates, music can be a key way to connect. And ad length may differ depending on your target market.
  • Finally, understand how relationships with influencers can elevate your brand. Influencers can get your product in front of users in an authentic and meaningful way. Think about which influencers might have an organic connection with your brand.

 Contact True Interactive

Triller, of course, is just one way to connect with audiences. Eager to expand your reach in a fresh way that rings true? Contact us. We can help.

Why the Honk Messaging App Matters

Why the Honk Messaging App Matters

Mobile

There’s a newcomer in the messaging world, and it’s aimed squarely at Gen Z. Honk, which describes itself as the “all-new way to chat with your friends in real time,” comes from app publisher/software company Los Feliz Engineering (LFE), and is determined to make messaging a “present” experience for a younger generation. Why does Honk matter? Read on to learn more.

What Is Honk?

There’s no send button. There’s no saved chat history. With Honk, conversations take place in real time: when someone types a message on Honk, the recipient of the message can see the sender’s content unfold in real time, warts and all, including revisions that the sender makes. (Honk calls this interface a live typing experience.) The app notifies recipients immediately if someone has left a chat. To get someone’s attention, you can send a “Honk,” described by TechCrunch as “a hard-to-miss notification to join your chat.” Users can even press the Honk button repeatedly to up the ante; the spamming sends notifications to the recipient’s phone if they’re off the app, or a cascade of emoji if their Honk app is open.

Honk accommodates 160 characters, and because the conversation is real time, no messaging is saved. Users who have maxed out their character count simply tap a double arrow “refresh” button to clear the screen and continue the communications. Users can send emoji, which display as huge images temporarily filling the screen. And photos can be accessed from a user’s camera roll to illustrate the chat.

Honk’s Target Audience: Gen Z

If giant emoji and repeated honks sound off-putting, you might not be Honk’s target audience. The app is unapologetically targeting Gen Z: though of course anyone can use Honk, when you set it up, the app asks for your age, and there are exact numbers to answer that question — 18, 19, etc. — up to a point. The last option available is “21+,” a sort of “and the rest” acknowledgement of who Honk is really courting.

Gen Z, of course, has been attracting the interest of brands because of its growing influence. It’s a sizable demographic: as reported by Brookings, more than half of the United States population are part of the Millennial generation or younger. Moreover, Gen Z is poised to overtake Baby Boomers to become the second largest generation in the nation.

Savvy brands also understand that this is a generation shaped by digital. According to the Pew Research Center, 95 percent of teens either own or have access to a smartphone, and 45 percent say they are online “almost constantly.” That’s significant to note because an app like Honk would come naturally to the Gen Z demographic.

All the Rage

Honk is also significant because messaging apps are all the rage, period. Most of the major tech firms have invested heavily into messaging apps because messaging is considered an authentic, immediate form of communication appropriate for the digital age. As we have blogged, behemoths like Facebook acknowledge the value of messaging, having already developed their own messaging app, Facebook Messenger, which brands use to communicate and even share ads.

Messaging features have also cropped up in apps like Google Maps. Social Media Today reports that Google has added new message options to its Maps and Search to make it easier for potential customers to reach out to businesses and ask questions. As Google notes, while business profiles can easily answer the frequently asked questions — the hours a business is open, for example — messaging takes things a step further. Messaging allows users to ask specific questions — for example, do you make vegan baked goods? — and in the process strengthen the bond between business and customer.

What Businesses Should Do

Honk. Gen Z. Messaging. What are the takeaways for your brand? We recommend that you:

  • Keep an eye on Honk and apps like it. For now, Honk does not offer any opportunities for advertising — but that day may come soon!
  • If Gen Z is a target market for your business, make sure you understand the way this generation communicates so that you know how to reach them in an authentic, meaningful way. Think of Honk as a way to learn, and be open to adapting your own approach =
  • Take a closer look at how well you are integrating messaging into your marketing and communications strategies.

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

2021 Advertising and Marketing Predictions from True Interactive

2021 Advertising and Marketing Predictions from True Interactive

Advertising

If 2020 had a few surprises up its sleeve, the year certainly set the stage for 2021. In the months ahead, businesses are poised to transition more boldly to a digital-first economy, which includes a more seamless approach to e-commerce and increased opportunities for engaging with people through immersive experiences such as e-sports. At the same time, businesses will continue to navigate an increasingly complicated consumer privacy landscape. All those trends, and others, will influence the uptake of digital advertising and marketing in 2021. Read on for our fearless predictions for the year:

E-commerce Grows Up

We’ve all heard the same statistic bandied about: in 2020, the pandemic accelerated the shift to e-commerce by five years, according to IBM. But that doesn’t mean the acceleration went smoothly. As we saw during the holiday season, the surge in online commerce has exposed cracks in the seams for many retailers. Sellers struggled with a variety of issues ranging from stocking items properly to following through with orders. Going into 2021, these challenges are forcing companies to integrate all their processes (online, in store, shipping logistics, etc.) more seamlessly. Larger retailers such as Target and Walmart have already successfully expanded services such as curbside pick-up, which make it possible for shoppers to buy online and pick up merchandise at the store without needing to go inside. Going forward, they’ll follow Amazon’s lead and invest more in their own shipping and delivery services to own the order fulfillment process (Target and Walmart already have them – they’re still refining them, though). As we have seen during the holidays, the strain on shipping services such as FedEx and UPS is becoming unacceptable to retailers, and if they lack the resources to build out their own delivery services, they will partner with businesses such as InstaCart.

In addition, learning from the events of 2020, retailers will likely become more nimble in their approach to advertising and supply chain management in order to adapt to quickly changing shifts in consumer demand. They’re going to do a better job using tools such as Google Insights to adapt their campaigns to consumer behavior. The key will be to ensure their supply chain processes are as nimble.

— Kurt Anagnostopoulos, co-founder

Rough Sledding for Facebook

It may be rough sledding ahead for Facebook in 2021. Do a quick Google News search for Facebook and you will see a slew of articles depicting the challenges the social media giant currently faces. At the top of the list? News that more than 40 attorneys general and the U.S. government are expected to sue Facebook for alleged antitrust violations. And while Mark Zuckerberg has routinely appeared at congressional hearings addressing concerns of privacy, misinformation, and censorship, this latest lawsuit might be a final awakening for businesses who use Facebook as an ad platform.

Adding to Facebook’s already uphill battle is the release of the Netflix documentary, The Social Dilemma, which explores the dangerous human impact of social network platforms as told by tech experts who expose secrets behind their own creations. Many media outlets reported a wave of people canceling their social media accounts after viewing the documentary. Of course, Facebook has slammed the documentary, claiming it’s full of misinformation, but is the damage already done? Even if the documentary did not get all the details right, it has undeniably affected public perception of social media platforms. And if even a fraction of current users de-activate their accounts, this will absolutely have a negative impact on audience size available to advertisers. More importantly, with the continued negative publicity surrounding the biggest social media platforms, are businesses really going to want to ramp spend on Facebook and Instagram? My prediction is no. After a crazy year filled with pandemic fears and general social unrest, I do not believe businesses are looking to invest in platforms embroiled in controversy. And if media spend is pulled from some of the social media giants, it may leave the door open for other search engines or community-based ad platforms to emerge. Stay tuned!

— Beth Bauch, director, digital marketing

Walmart Gains Ground as an Ad Platform

The Walmart marketplace is still very much in its infancy. I believe that 2021 will lead to exponential growth of Walmart’s advertising services, and the company will become more competitive with Amazon in this regard. The current platform is still very small scale and, technically, still in beta or just out of it. Many larger advertisers have not been invited to join the Walmart marketplace because it is still so brand new. I believe that Walmart will enjoy a large jump in advertising on their app and site Q1-Q2 2021.

— Tim Colucci, vice president, digital marketing

Augmented Reality Takes Hold

I think in 2021 we will see more brands invest money into creating virtual experiences for their customers. Augmented reality (AR) was already becoming popular before the onset of COVID-19, but now, given the urgency to shop online during the pandemic, consumers are missing the in-store experience of physically trying on items. And retailers are responding with AR: Warby Parker, for example, has created a virtual try-on for their glasses via their app. My glasses broke this weekend, and instead of going to a Warby Parker store to try on different frames, I could use their app to see what the glasses would look like on me, and felt more confident ordering online. Another brand capitalizing on the opportunities inherent in AR? A make-up line called NARS. They allow you to experiment with their products, such as blush and eye shadow, through a virtual try-on feature. Overall, I think more retail brands will create virtual shopping experiences for their customers in 2021.

— Taylor Hart, senior digital marketing manager

E-sports Dominates

The world of e-sports is never one to stop changing. With e-sports accumulating a total revenue that reached more than $1 billion in 2020 (a $150 million increase from 2019), we can only expect that to continue to rise in 2021. Given the ongoing global pandemic and application of stricter stay-at-home rules, more and more people will turn to e-sports as another form of entertainment. It all starts with streaming services that allow e-sports players to become household names in the gaming industry. Giving these players an opportunity to reach tens, potentially hundreds of thousands of viewers without leaving their home is something advertisers can only dream of. Players will do sponsored streams, with designated ad reads to be presented at certain points during the broadcast. The NFL is also getting involved with Twitch (the biggest live streaming platform), getting some of the big name streamers (e.g., NICKMERCS and TimTheTatman) to watch Thursday Night Football on stream with various advertisers as sponsors. Watch for more professional sports and entertainment services to follow in the footsteps of the NFL and try to reach this large, somewhat untapped market.

— Max Petrungaro, digital marketing associate

Privacy Dominates the Executive Agenda

For years, CEOs and CMOs have treated consumer privacy as a problem for their information technology teams to worry about. No longer. Privacy is rapidly becoming a C-level problem that can damage a company’s reputation if managed poorly. A variety of forces have elevated the importance of privacy in the United States. First off, the state of California rolled out a tough privacy act, the California Consumer Privacy Act, in January 2020, and then made the law more strict in November. Because California is one of the world’s largest economies and is a bellwether state, what happens there will influence how other states treat consumer privacy. In addition, the big technology firms are already under close scrutiny, and the new presidential administration is likely to take an even closer look at their privacy practices.

Speaking of the tech giants – their actions are casting a spotlight on privacy. As widely reported, Facebook has launched a public campaign attacking Apple’s privacy iOS 14 updates, which are going to make it harder for Facebook and other platforms to target users with ads. Meanwhile, Google continues to move forward with its plans to stop supporting third-party cookies on the Chrome browser by 2022 – an action that continues to reverberate across the ad industry. In 2021, businesses will face a year of transition as they navigate an increasingly complicated consumer privacy landscape. The challenge involves more than reacting to changes in legislation and cookie tracking technology; advertisers also need to stay on top of emerging tools such as Verizon Media’s ConnectID, designed to manage ads without the use of third-party cookies. School will be in session constantly.

— Mark Smith, co-founder

More Social Shopping

With the world of online shopping expanding in 2020 due to the pandemic, I predict that 2021 will bring new ways to shop across social. Instagram has already released its e-commerce store to elevate shopping online. I predict that the platform will continue to refine its online shopping tools, even as more social networks follow Instagram’s lead and create additional opportunities for shopping right from consumer smart devices.

— Bella Schneider, digital marketing manager

Online Video Explodes

Online video is going to explode as the number of streaming services expands. I believe we are also going to see a cheaper, monthly subscription option (akin to the base Hulu subscription) that includes video ads as a way to subsidize lower-cost services. It is rumored that HBO Max will offer this option, but I believe we will see similar offerings from Peacock, Disney+/Hulu (which I believe will be combined at some point . . . in 2021?), and Amazon Prime. I think the opportunity for more ad space is going to be too good to pass up as more and more consumers cut the cord OR sign up for multiple streaming services. In addition, I believe we will see other live TV options becoming available from streaming services: cord cutters will still have the opportunity for live TV . . .  plus the ad space that goes along with it.

— Tim Colucci, vice president, digital marketing

Contact True Interactive

To succeed with online advertising, contact True Interactive. Read about some of our client work here.

Photo by Ian Taylor on Unsplash

How Google Insights Helps Advertisers Make Better Decisions

How Google Insights Helps Advertisers Make Better Decisions

Analytics

One of the many challenges businesses have faced in 2020 is customizing marketing campaigns for changing consumer behavior. Who could have predicted that during the pandemic we’d see a surge in people interested in puzzles and puppies, or that a Netflix miniseries would have inspired an intense interest in chess? For years, many businesses have relied on keyword search tools to anticipate consumer preferences based on their searches. But Google recently launched something better: the Google Insights Page.

The Insights page, in beta, makes it easier for a business to explore emerging trends based on Google trending topics. Google cites the example of how an outdoor retailer might see insights on the rising demand for tents during times when consumers gear up for more outdoor adventures. Over the same period, a vacation rental company might see a surge in demand for cabins.

This function might sound familiar to you if you use Google Trends to research trending topics that people are searching on Google. But Google Trends is a manual, standalone tool. Google Insights goes much further by offering more functionality to a business. As Google notes on its Help page, Google curates Insights for your business based on your account performance and searches across Google for the products and services you show ads for.

Insights update daily. A business can check back frequently for new insights that may appear. Per Google:

  • Get insights tailored to your business: the Insights page looks for trends across Google that are relevant to the products and services that you advertise.
  • Understand your performance: drill into each insight to more detailed information about your account’s performance and new areas of potential opportunity.
  • Act on recommendations: Insights are integrated with account Recommendations, making it easy to take action.

Search trend insights help you to understand the search interest for products and services relevant to your business. You can use search trends to respond to shifts in search demand by identifying potential growth opportunities for your business.

Insights not only tells you what is trending but it also tells you how those trends will affect your performance – such as how many clicks you can expect to get from your current keyword coverage. You cannot get that kind of reporting from search tools such as Moz or SEMRush.

At True Interactive, we’re already using Insights for our clients, such as in higher education, an industry that is rapidly changing during the pandemic. Here’s a screenshot that shows the level of detail in the reporting we get from the tool:

Google Trends dashboard

In the above example, I didn’t need to do a manual search to see what types of topics are trending in the education space. Insights told me. In addition, Google Insights suggested how we might want to adapt our keyword bid strategy accordingly.

Using Google Insights with Explanations

Insights can be especially useful when you combine it with other Google ad tools. For instance, consider how you might use Insights along with Explanations, which helps you understand changes in your ad performance based on variables such as your campaign settings and auction activity. Let’s say Explanations tells me that impressions are falling for a particular brand campaign. Digging deeper, I might realize I added some negative keywords that are excluding some searches. When I look at Insights, I might further see that they keyword I excluded is related to a trending search. This data is like a red flag telling me I need to re-evaluate my decision to exclude that keyword.

Insights should prove to be an even more valuable tool when Google rolls it out more widely. Responding to advertisers with this tool is especially helpful now because there are limitations on what we can do in a world of automated bid strategies. It’s nice to have more data to support human decision making.

For more information about insights, read this useful article from Search Engine Roundtable.

Contact True Interactive

To succeed with online advertising, contact True Interactive. We have the inside scoop on new ad tools such as Insights. Read about some of our client work here.

Photo by Christina @ wocintechchat.com on Unsplash

Four Great Holiday Ads You Need to See Right Now

Four Great Holiday Ads You Need to See Right Now

Advertising

Brands face special challenges this year with holiday ads. How do you strike the right tone during a global pandemic? Is it OK to show people being together? As it turns out, people just want to see good holiday ads. A recent Ace Metrix report finds that ad campaigns referencing the reality of Covid-19 fare slightly better with viewers, but not in any meaningful way. So what does a successful ad look like this year? As the following examples attest, there are still many ways to tell a story.

Resilience and Love

Some brands, like Coca-Cola, aren’t so much depicting life during the pandemic as underlining the qualities that serve us well, good times or bad. In Coca-Cola’s global spot, a dad takes an epic journey to deliver his daughter’s letter to Santa. The ad covers a lot of ground, following Dad as he scales cliffs, swims seas, and braves snow and ice to make his delivery. The story comes full circle when Santa makes wishes come true and delivers the intrepid traveler safely home. Resilience and love screen well any time, but during a pandemic year, those themes seem to resonate more than ever.

Even Santa Gets Stressed

Xfinity, by contrast, addressed the year just past more directly. In “The Greatest Gift,” Steve Carell appears as a maxed-out Santa who takes it upon himself to wow kids the world over after an unprecedented 2020. The ad nods to 2020 realities: Santa has to videoconference with his elves, for example, at one point forgetting to take himself off Mute. When an enterprising elf suggests packaging traditional holiday cheer in a new way, the ad brings its message home: that is, technology can bring people together, even when they can’t gather in person. And Carell is an inspired Santa, grounding the spot in humor as he frets and stress-eats his way to what ends up being the perfect solution. Ultimately, “The Greatest Gift” does a masterful job of acknowledging the year just past without getting stuck in a bleak place. As Carell noted in a statement, “The holidays are really about moments of togetherness with the people you love, and serve as a reminder for what’s most important, especially given the hardships of this past year. I hope that this sweet little story will bring a bit of cheer.”

Magical Surrealism Meets Burgeoning Talent

Apple takes a slightly different tack, elevating music as the harbinger of good cheer this season. The tech company, which seems to have an eye for new talent (past Apple ads have featured artists like Billie Eilish), this year gives American rapper and songwriter Tierra Whack a platform. And Whack is a revelation, bringing charisma, whimsy, and music to the new spot for Apple’s HomePod Mini voice assistant. Two Whack songs —“Feel Good” and “Pepper and Onions”— are featured in the spot, which opens with a downtrodden Whack returning home on a cold night, and ends on a note of magically surreal color and song. The ad’s theme? Music can boost our mood. It’s a joyful, welcome reminder during a long, strange year—and a nifty introduction to an emerging talent.

If You Don’t Laugh, You’ll Cry

Finally, check out the Match.com ad that in essence throws up its hands and says, with the kind of off-the-chain year 2020 has been, we may as well laugh rather than cry. The spot, created by Ryan Reynolds’ creative company Maximum Effort, asks what might happen if Satan met 2020 personified? Answer? The chemistry, including TP hoarding and selfies in front of a blazing dumpster, is amazing! As Reynolds said in a statement to TODAY, “Match is responsible for bringing millions of people together and even in this dumpster fire of a year, people somehow found love on Match. We just imagined what a ‘2020 match’ would look like and this video was the natural, slightly warped result.”

Realistic Optimism

It’s worth noting that these ads, while varying widely in theme and approach, do all aim for a certain north star—what Liz Matthews, senior VP of brand, creative and experiential marketing at Dell Technologies calls “realistic optimism.” The magic of these ads is that they don’t give into fear, even as they demonstrate empathy through storytelling or humor. It’s a delicate balancing act, but as Matthews notes, “It all comes down to remembering the human side of your brand. Tap into that to make sure you are delivering a message that aims to connect, not instill uncertainty.”

Contact True Interactive

Looking to establish that elusive blend of humanity and realism in your digital advertising? While striking that balance can seem like capturing lightning in a bottle, as these ads demonstrate, it’s not out of reach. Contact us. We can help.

How Nextdoor Helps Businesses Connect with their Communities

How Nextdoor Helps Businesses Connect with their Communities

Advertising

As people are spending more time close to home, Nextdoor, the social networking service for neighborhoods, is capturing more interest: from users, and also from brands. That’s because Nextdoor is more than a place for people to hang out and talk to one another about what’s going on in their neighborhood—it’s also a place to advertise. Nextdoor is especially appealing to businesses that have a local presence. According to a national consumer survey by Access Development, 93 percent of consumers typically travel less than 20 minutes to make their everyday purchases—a powerful incentive for local businesses to make themselves known. As the platform grows, there is serious talk of Nextdoor going public, too. Let’s take a closer look at how Nextdoor can play a role in connecting brands with their communities.

What Is Nextdoor?

Nextdoor, founded in 2008, describes itself as a platform “where communities come together to greet newcomers, exchange recommendations, and read the latest local news.” Users can report on local news, ask about local service-provider recommendations (according to Hootsuite, “67% of members share business recommendations with their neighbours”), and access local-community alerts during extreme weather. Think of it as a sort of virtual town hall.

Who hangs out on Nextdoor?

The app is currently used in 11 countries worldwide—countries including Germany, the United Kingdom, Australia, and the United States. In the U.S. alone, according to Nextdoor, one in four households use the platform. Sixty-two percent of users are female, and 74 percent are homeowners. But insights derived from Nextdoor go beyond clinical stats. In an article that appeared in The Atlantic, writer Ian Bogost notes how the platform can offer a nuanced peek into life in any given neighborhood. Bogost says, “Nextdoor’s virtual communities—which cover more than 180,000 U.S. neighborhoods, including more than 90 percent of those in the 25 largest [American] cities—are becoming representative of the country’s actual populations.” In short, the platform is a mirror a community holds up to itself: “this is who I am.” And that’s powerful intel for a brand looking to connect with the people who live nearby.

How Does a brand Engage with Nextdoor Users?

Once a company creates a business account on Nextdoor, it can use the platform to run Local Deal ads, which could look like anything from $2 off a sandwich to an online discount code. By connecting with the community on the platform, brands can also get a sense of how they are perceived by locals. As Hootsuite details here, a participating business should track metrics, anything from how many recommendations it’s earning to the number of times users clicked on its Local Deals to see more information.

Companies can also elevate awareness through participation in initiatives like the annual Nextdoor Favorites Competition (according to Nextdoor, winners of this competition benefit by earning up to 30 times the recommendations on their business page as compared to the average).

Finally, sponsored posts on Nextdoor allow brands—usually large regional advertisers—to reach out in myriad ways, from videos, to carousels showcasing products and services, to “click to call” functions allowing users to call a brand directly from Nextdoor’s in-app newsfeed.

What Makes a Successful Sponsored Post?

Like any advertising, sponsored posts require an understanding of the audience and the medium. Nextdoor recommends that sponsored posts be:

  • Content might offer tips or solutions. Brands might also include a deal to inspire consumer interest—and action.
  • Tone can be everything! A neighborly tone paired with appealing imagery encourages engagement.
  • A post that references local landmarks or a specific neighborhood invites recognition and resonance.

Contact True Interactive

Does Nextdoor’s friendly outreach look interesting? Wondering what next steps you can take to connect your brand with local consumers? Call us. We can help.