This Week in Social is a weekly digest of some of the biggest stories in social media marketing news. These stories are the show notes for the Brave Ad World Podcast. Each story is discussed at a deeper level on the podcast.
Instagram Takes Steps Towards Facebook’s Post-Feed Era
Facebook is doing all it can to get marketers to rely less on in-feed advertising, and it’s starting with Instagram.
Instagram just launched a Promote for Stories feature that works similar to Facebook’s Boost option. Promote for Stories allows advertisers to boost their organic Story content to their followers, people in a certain location or any one of Instagram’s other targeting parameters. Basically, Stories that small advertisers create organically can now be promoted to reach audiences outside of followers.
Instagram also launched Instagram Analytics beta within Facebook Analytics. The goal is to provide a more robust measurement offering that includes new followers, clicks, post impressions, Story exits, lifetime value and retention rates. The more robust offering gives brands more data to inform how they use the platform.
Finally, IGTV hasn’t been a resounding success, but Instagram’s trying to fix that. Now, IGTV creators can share previews of their IGTV videos on their Instagram Stories. Users who tap the preview will be taken to the full video on IGTV.
Facebook’s earnings call made it clear that the era of the News Feed is over if the social network has anything to say about it. That means shifting both users and advertisers to other products, like Stories, Watch and IGTV. Before it can do that, it needs to make those products no brainers and give advertisers tools to extract as much value from them as possible. That’s what this effort is all about.
News Quick Hits
Snapchat Discover is now going to have third-party measurement thanks to an integration with comScore. This is the first time Discover’s had any kind of third-party measurement for traffic, and the goal is to use such an integration to create greater transparency for advertisers. There are many brands that won’t buy digital ads that aren’t measured via third parties.
Facebook is now allowing brands that create Instagram Stories ads to cross-post those ads to Facebook Stories as well. The placements will be automatic as algorithms will determine the best place to reach a target audience based on objectives for the campaign.
Just ahead of the midterm elections in the US, Facebook confirmed that it had blocked dozens of accounts that it suspected of being part of coordinated election interference efforts. The accounts are still being investigated.
Facebook’s Portal and Portal+ smart displays are now available for purchase. The device’s primary purpose is communication as it allows users to video chat anyone on Messenger, whether they have a Portal device or not.
We now have a name for Disney’s upcoming streaming service, and it’s really something. Disney+. The service will launch in late 2019.
Pinterest has updated its tiled friend feed, the section of the app that lets you view pins from those you follow on the platform, to be a simple column of posts organized chronologically. The look is similar to Instagram.