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Instagram Will Enable New Advertisers to Create Ads Without Linking to a Facebook Page

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instagram will enable new advertisers to create ads without linking to a facebook page

This seems like an interesting shift at Facebook.

As reported by AdWeek, Instagram will now allow new advertisers in some regions to create Instagram ad campaigns without having to link to a Facebook Page.

As per Instagram:

You can now create Instagram ads without having a presence on Facebook. If you are promoting a post from your Instagram business account for the first time, you won’t have to connect to a Facebook ad account or Facebook Page.”

The key proviso here being ‘for the first time’ – most Instagram advertisers have already connected their profile to Facebook Ad Manager, as has been required, and those businesses won’t now have to option to disconnect their Instagram profile from their Facebook Page, and still have the capacity to run ads.

Businesses that do choose to run their ads on Instagram only obviously won’t have the capacity to manage such via their Facebook ad account. Instead, they’ll have to run their ad campaign, and track ad performance, on Instagram direct.

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To promote your Instagram Post independent of Facebook, businesses will need to:

  1. Go to your profile
  2. Tap the post you’d like to promote
  3. Below the post’s image, tap ‘Promote’
  4. Fill in the details of your promotion by setting things like ‘Destination’ (where to send people), ‘Audience’ (who you want to reach), ‘Budget’ (how much you want to spend daily) and ‘Duration’ (how long you want your promotion to run). Tap ‘Next’ once you’ve completed these details
  5. To complete your promotion, tap ‘Create Promotion’ under ‘Review’

Instagram notes that the option will only be available to new Instagram advertisers in the US and Turkey at this stage.

Facebook has seemingly spent years working to ensure business Instagram and Facebook accounts are linked, and that any promotions are run through a centralized platform.

So why the change in direction?

As AdWeek notes, some have speculated that the recent backlash against The Social Network over its failure to address concerns around hate speech is behind this new update.

Last week, a coalition of civil rights groups in the US called on major advertisers to pause their Facebook ad spend in July, in order to send a message to the company that its lack of action is not good enough.

Facebook ad suspension campaign

The North Face was the first major brand to join the cause – but as many commentators noted, The North Face didn’t initially plan to also suspend its Instagram advertising campaigns in line with its commitment (it’s since announced that it will suspend its ads on both platforms).

That highlights a potential reason for this split – if Facebook starts seeing backlash over its policy decisions, maybe Instagram doesn’t have to lose out by association, even though both are owned by Facebook.

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Instagram told AdWeek that this was not the reason for the change, noting that it’s been in development for months.

Still, it’s hard to imagine any other logic behind the option, especially, as noted, given Facebook has pushed advertisers towards linking their Facebook and Instagram presences for so long. There are significant benefits for Facebook in establishing such links, including improved data tracking, targeting benefits, integrated functionality, etc. Splitting them seems like a lot more back-end work – but then again, maybe Facebook is simply looking to ensure that it’s able to maximize ad dollars by removing Facebook Page connection as a requirement.

Either way, it’s only available in the US and Turkey, and there’s no word on any further planned expansion at this stage.  

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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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.

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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.

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Catering to specific audience boosts your business, says accountant turned coach

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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.” 

“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.

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“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.

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Instagram Tests Live-Stream Games to Enhance Engagement

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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.

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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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