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.