This Week in Paid Social: 2020 Social Trends Have Arrived
eMarketer publishes its 2020 predictions, meanwhile, Facebook backs away from leveraging WhatsApp for ad placements, and Instagram’s VP of Product shares the platform’s commitment to keeping creative expression at the heart of the product. Take a look at this week’s latest news in paid social…
eMarketer estimates that “US advertisers will increase social network ad spending 20.4% this year,” while time “spent on Facebook will fall to a new low of 33 minutes per day among US adult Facebook users.” Read more.
Facebook disbanded its team of specialists who were developing a plan to integrate ads into WhatsApp with an estimated 1.6 billion monthly active users worldwide. Perhaps the challenge for Facebook was that WhatsApp offers its users end-to-end encryption, which means advertisers wouldn’t be given access to user data that would allow for ad targeting. Read more.
Vishal Shah, Instagram’s VP of Product, shared that internal feedback motivated the platform’s move to hide like counts. User research showed that public like counts made publishing content a highly pressurized experience for the user, to the point of “the act of expression itself” being hindered. Read more.
LinkedIn now offers three new page tools geared toward helping business pages engage with their customers, prospects, and employees: invite to follow, live streaming, and a toggle that allows a page admin to choose between posting as their business or as an individual. Read more.
A Note from our Lead Team
You may have heard that Google is phasing out third party cookie-tracking and is rolling out an alternative technology over the next couple of years. You may have also heard that a lot of marketers are skeptical about how this will improve browser privacy.
Here’s Our POV…
It’s too early to estimate the full implications of the change but it’s just one more step down the path towards new identity-based tracking solutions. As for us, we’ll be keeping an eye on how Google remedies its own policy revisions over the next two years.
So to our fellow marketers: there’s no need to panic quite yet. (Or ever, really.)