This week: Facebook is rolling out new features for business pages, Snapchat takes another hit, and Pinterest has a new video ad format.
Here’s what happened this week in digital marketing.
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New Marketing Integration Prevents Wasting Ads on Existing Customers
CDP AgilOne and Criteo have formed an alliance that will enable you to show remarketing ads only to people who haven’t made a purchase.
Let’s say you use Criteo as your remarketing platform of choice. A visitor browses your website and leaves without making a purchase.
That person is a target for remarketing, right?
Not necessarily. What if the person goes to a brick-and-mortar store and purchases the product after seeing it online?
That’s called “webrooming” and it’s not an unusual way for people to shop.
Enter AgilOne. It integrates data from online and offline activities. It uses that data to inform Criteo about online shoppers who made an in-store purchase.
Armed with that info, Criteo users won’t show remarketing ads to people who are existing customers.
It’s a nifty integration and one that many online marketers are sure to welcome.
Pinterest Opens Wide-Format Videos to All Advertisers
Pinterest is rolling out wide-format videos to all advertisers.
The videos are offered in both 16:9 and 1:1 aspect ratios. They’re four times bigger than standard ad videos.
Pinterest put the new ad format in beta back in May. Only a small group of advertisers were able to use them at that time.
During the testing period, analytics showed an increase in brand awareness and purchase intent among advertisers who used the wide-format videos.
“UK retailer John Lewis saw a 20 percent increase in awareness and 33 percent increase in purchase intent in a campaign promoting their new nursery collection,” said Pinterest in a blog post.
You can access the new ad format in Pinterest’s self-serve Ads Manager.
You’ll Soon Be Able to Add a Third Headline to Your Google Search Ad
Sometimes, two headlines just aren’t enough.
That’s why Google is rolling out responsive text ads that can display three headlines in the search results.
Oh, yeah: those ads can display two descriptions as well. Each description can be up to 90 characters in length.
“While we work on improving responsive search ads across languages, it’s important to extend that same advantage to your existing text ads. That’s why, starting in late August, you’ll be able to add a third headline and second description to your text ads,” Google Ads said in a blog post this past week.
The new ad format uses machine learning to determine the optimal headline/description combination. Advertisers can create as many as 15 headlines and four descriptions.
LinkedIn Hits 575 Million Members
It looks like there are plenty of adults on the so-called “Facebook for adults.”
This past week, LinkedIn announced that it has crossed the 575 million member mark.
The social media company also provided a geographic breakdown of its audience. Unsurprisingly, the United States leads the way with more than 150 million users.
India takes a distant second with 50 million users.
LinkedIn reached 500 million members last April.
It’s worth noting, though, that the number of members is not the same as the number of monthly or daily active users.
LinkedIn doesn’t report active user data.
Snapchat Reports Decline in Active Users
Snapchat’s woes continue.
This past week, the company reported a decline in daily active users from 191 million in Q1 to 188 million in Q2.
Why the drop? Analysts point to a couple of reasons.
First, there’s the user-hostile redesign of the app. Many Snapchat loyalists found the new layout annoying.
There’s also the competition. Instagram and Facebook both stole the concept of Snapchat Stories and included it in their own platforms.
Instagram has been quite a bit more successful at gaining acceptance for Stories than Facebook, though.
There was, however, some good news in Snap’s quarterly report. The company reported a 44% year-over-year increase in revenues.
Still, user growth is the lifeblood of any social media company. Snap has some work to do.
Reddit Reports Higher Engagement Rates
Reddit might be one of the most overlooked marketing channels online.
This past week, the so-called “front page of the Internet” reported noticeably higher engagement rates since its website redesign last year.
Here’s the kicker: those engagement rates are improving with users and advertisers.
Black & Decker, for example, targeted ads to relevant subreddits, such as home improvement, DYI, and yard care. As a result, “the campaign significantly outperformed Reddit benchmarks and previous campaign results,” according to Zubair Jandali, VP of brand partnerships at Reddit.
The numbers also favor Reddit as a platform of choice for marketing.
According to some reports, Reddit is growing faster than other social media channels. One report showed that its active audience increased by 30% over the past six months.
Additionally, We Are Social claims that the average Reddit user spends almost 16 minutes per day on the platform. That compares favorably with about 11 minutes for Facebook users and about six and a half minutes for Twitter users.
Reddit currently has more than 330 million active users.
Facebook Rolling out Updates to Business Pages
This past week, Facebook announced several updates for business pages.
First, the company is adding a Recommendations feature. That will enable users to leave reviews of your business on the platform. The reviews can include photos and business tags.
Those business tags, by the way, are a new feature as well. They’re like hashtags.
Facebook will recommend business tags to users leaving reviews but they can also add their own.
The social media platform will use tags to categorize your page for searches.
Additionally, Facebook will allow pages to include a “prominently featured set of action buttons on Pages.” Users can click those buttons to do things like send a message, place an order, or book an appointment.
Facebook is also expanding the visibility of Page Stories. Users can view your story by tapping on your profile photo.
There are several other new features in the works, including:
- Support for business details like hours of operation, price range, and most recent offers.
- The ability to sell tickets on Facebook pages.
- Expanding job listings to all regions.
Facebook didn’t provide specific details on when these new features will roll out.