SOCIAL
LinkedIn Publishes New Data on Ad Engagement for B2B Brands Over the Holidays
Should you be running ads or publishing content over the holidays?
The instinctive logic is probably that you shouldn’t – people are spending more time with family, sharing updates with friends. They likely want a break from work-related posts and material. But then again, people also have more free time. Maybe, in those gaps where they’re taking a moment to themselves, they might actually want to read something related to their professional interests.
This is question that many social media managers have asked themselves over the years, and there isn’t a definitive answer. But this year, LinkedIn went to the tape – utilizing its insights on B2B ad engagement from last year, LinkedIn has identified some key trends in B2B content engagement over the period, which may help to inform your strategic approach.
As explained by LinkedIn:
“B2B marketers might expect a decrease in online activity as people go on vacation or spend time with family and friends over the holidays. As expected, there was a dip in overall sessions over Christmas (the biggest dip of the holiday season is on New Year’s Eve when people are getting ready to celebrate), however, LinkedIn members are highly engaged during this time.”
According to LinkedIn’s data, people are actually still engaged with professional content on the platform over the period. In fact, in some cases, even more so than normal:
“Ad engagement for B2B brands on LinkedIn increased 18% in December 2018, compared to the average engagement rate outside of the holiday season (February through October). LinkedIn Members were reading and engaging more with content, particularly on mobile, as well as searching for new jobs. LinkedIn members were also more likely to volunteer to hear from brands during the holiday season – lead gen form submission increased by 22% in December.”
Interesting, huh? Maybe it is worth creating new content for this period after all.
LinkedIn also notes that holiday keywords, such as ‘holidays’, ‘New Year’ and ‘Christmas’, are effective for B2B brands, particularly with LinkedIn Sponsored Content.
“While B2B brands aren’t necessarily selling gifts, ensuring a brand’s message incorporates the spirit of the holiday season with key terms will boost conversions and convert buyers into long term loyalists.”
Those in the tech sector are the most engaged at this time, with LinkedIn noting that computer software brands saw 2.6X higher ad CTR, on average, in the period.
LinkedIn’s data also suggests that B2B brands should consider promoting how-to and tips articles, incorporating things like New Year’s resolutions, checklists and holiday season survival guides.
There are some interesting considerations here, worth noting for your approach. And while it may be too late for many, with staff clocking off for the holidays, it could be another element to keep in mind for next year, or for the remainder of the holiday break.
You can check out LinkedIn’s full B2B holidays report here.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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