FB’s Unexpected Rival
Google Maps is looking to spark some competition with Facebook by introducing its own newsfeed. Meanwhile, Instagram advertisers can now post sponsored content straight from influencer accounts. How handy is that? They’re also allowing some Business accounts to add automatic answers to FAQs in messages. Finally, YouTube is in the testing stage of adding automated video chapters to certain videos.
Facebook Has a New Rival and It’s……Google Maps. 🤔
Google Maps has decided to take on Facebook by adding a news feed of its own called… wait for it… “Community Feed.” Like a certain other feed, it’s vertically scrollable with posts you can “Like.” Google says it’s designed to make it easier to find recent news, local business updates, and deals. Google’s previous attempts at social platforms don’t instill much optimism for heavy adoption, but we’re curious how it might affect paid search. Read more.
Instagram Lets Advertisers Publish Sponsored Posts from Users’ Accounts
Yep, you heard that right. Instagram is launching a new feature where advertisers can publish branded content ads without the need for influencers to create an organic post first. Brands can now craft an ad with the creator’s own account and even publish it themselves (with the creator’s approval). Read more.
YouTube Is Testing Automated Video Chapters
YouTube introduced video chapters back in May, allowing content creators to manually add timestamps to break up their videos. Now YouTube is running an experiment using machine learning to automatically identify segments within each clip. Because really, why shouldn’t we give robots more power? YouTube believes this change will streamline searches—allowing users to access links to specific segments within each video relating directly to their query. Read more.
(Some of) You Can Now Easily Answer All Your FAQs on Instagram
Similar to Facebook Messenger, some Business accounts on Instagram can now set up four FAQs that will display in the initial DM interaction—giving brands an easy way to automatically address common questions. This is currently in testing but will be hugely valuable for brands if/when it rolls out more broadly. Read more.
💡 Media Insight
How to Measure Brand Lift on YouTube
Did you know how affordable YouTube brand lift studies are? Pretty dang affordable compared to other platforms. While Facebook has a minimum spend of $30K over 60 days ($120K if you want them to manage it), YouTube only requires $1,500 a day for 7 days.
You’re the perfect candidate if…
You’re running a video views campaign on YouTube and want to measure how that video affects brand perception or awareness. It doesn’t matter what the ultimate aim of the ad is, whether it be lead acquisition, product awareness, or plain ole views.
If you meet the spend requirements…
You can have Google run a brand lift survey to answer a question based on brand, issue, or product awareness. Google then will survey two groups to measure ad effectiveness: one that’s seen the ads, and another that’s eligible to see your ads but didn’t see them.
Based on the number of desirable responses, you can calculate what percentage lift your video led to among those who’ve been served an ad. From there, you can get an effective cost per lifted user to better understand how your ad creative and budget worked together to drive brand perception.
🎨 Creative Insight
UGC = Authenticity
One of the biggest trends in digital marketing is user-generated content (UGC). And more likely than not, we don’t have to pitch you on it. You’ve probably already been suckered into watching more UGC ads for longer and swiping or clicking through more often than you did before. So you shouldn’t be surprised to read 93% of consumers reported UGC is effective in increasing purchase consideration.
UGC has been growing in popularity for the past few years, but it’s especially powerful in the midst of the pandemic. And while branded ads have their place, UGC is a great addition to any paid social strategy to freshen things up a bit. If you’re not well connected with influencers, some marketers have even had success making their own UGC videos. Not quite ready to pull out the selfie stick? That’s cool, you’ve got options. Take a look at one of the many companies who are innovating the UGC creation space, like Billio that charges just $59 for a Custom Facebook Video Ad.