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Instagram Adds Reminder Ads and Promoted Results in Search

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Instagram Adds Reminder Ads and Promoted Results in Search

Instagram’s launching two new ad options, with Reminder Ads, that enable users to opt into alerts ahead of an event, and ads in search results, helping to better connect with users in a discovery mindset.

First off, on Reminder Ads – as you can see in the below example screens, Reminder Ads will enable users to opt into alerts about specific events in the app.

As per Instagram:

Reminder ads, rolling out to all advertisers as an option in feed, help advertisers build awareness, anticipation, and consideration for upcoming moments.”

Once a user opts-in via the ad CTA, they’ll then receive three subsequent notifications of that event, with the first coming a day before, then another 15 minutes ahead of the start time, with a final alert as it begins. Which will ensure that you don’t miss out – and while three reminders may seem a little much, if you’re really keen (or forgetful), it could be of benefit.

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Reminders can be set up to three months ahead of time, and once you’ve added a reminder to a post, you can create additional posts with reminders for the same event, without adding new event details. The event time will also be displayed in local time equivalent:

“For example, if you’re in New York City and select 8pm as the event time, the event time will be set as 8pm EST. But someone who’s in Los Angeles will see the event time as 5pm PST.

It’s another way for brands to better promote their live events, and encourage engagement, which could be used for in-app events, like live streams, or as per the example above, TV shows, movie releases, sporting events, etc.

There’s a range of possibilities, and it could be a handy consideration for your events, depending on your IG audience.

Instagram’s also launching new ads in search results, helping to connect with users based on contextual keywords.

Instagram Search Ads example

Ads will show up in the feed that people can scroll when they tap into a post from search results. We plan to launch this placement globally in the coming months.”

That’ll provide another way to get your promotions in front of users as they go looking for specific content, with Instagram also adding ads in Explore last year. This new placement is more specific, with the ads showing up when users tap into a specific post from the Search results, which is the next level of discovery in the app.

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Interestingly, Twitter announced the same in January, which it had actually offered as a placement in the past, before depreciating it because it wasn’t highly effective. Though I’m sure Instagram came up with this entirely independently – I’m sure Meta isn’t monitoring other apps and just copying what they do.

Either way, some new considerations for your IG ads, and some new ways to reach audiences in the app, in different mindsets.   

You can learn more about Reminder Ads here, while Search Ads are being rolled out with selected accounts from this week.



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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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