Don't Let Standardization Stifle Innovation

Social networks have gone corporate. From Facebook to Twitter to Snapchat and beyond, the more they move forward, the more alike they become. Instagram has essentially copied Snapchat feature-for-feature with Instagram Stories. Snapchat’s ad product strategy and revenue plans come directly from Facebook’s monetization playbook. Pinterest has launched ad groups to make the platform more attractive to big advertisers by making launching campaigns on Pinterest similar to launching them on other social networks. As marketers evaluate these platforms and what they have to offer from a product perspective, things look quite similar.

Platforms have taken steps to make advertising on them and reaching consumers simple, easy and straightforward with off-the-shelf ad products. Any marketer can select an ad objective, upload some creative and be off to the races, and in most cases, that’s okay. But in other instances, that’s not enough.

What Advertisers Can Learn from Facebook Continuing to Up Its Game

Facebook is annoying. It’s everywhere. Everyone uses it. It’s not hip. It’s not cool. It’s the utility of the web, and… it’s killing it. Every time I hear Facebook’s quarterly earnings reports, it never ceases to amaze me how well it’s performing and beating expectations. Now, Facebook’s valuation is still very high, and it has work to do to justify this valuation, hence investing in some commerce solutions, but Facebook has put itself at a level above all others when it comes to delivering a valuable social experience for all parties: brands, users and Facebook shareholders.