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Facebook Looks to Maximize Shops Performance as Part of its Broader eCommerce Push

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facebook looks to maximize shops performance as part of its broader ecommerce push

This is interesting.

As Facebook continues to expand its eCommerce push, it’s now giving advertisers the option to direct ‘approximately 10%’ of the traffic generated by their conversion ads to their Facebook and Instagram Shops instead.

Facebook Shops optimization

As you can see in this example, posted by eCommerce ads expert Tony Christensen, Facebook is now prompting some advertisers who also have a Facebook and/or Instagram shop set up to direct a portion of their campaign response to their in-app store, instead of to a third-party link.

Facebook further notes that the process will provide it with more data to help optimize its traffic direction processes, and ensure that it’s driving people to the surface where they’re most likely to convert, while Facebook also says that, for those that do opt into this process, it’ll cover the estimated cost of impressions which direct traffic to shops.

Which is a significant consideration – and at 10% of your overall ad traffic, that could be an impactful amount, depending on your brand, campaign, etc.

But it could also help Facebook to optimize your future ad approaches. If, for example, Facebook’s data is able to determine which people among your audience are more likely to convert on Facebook, as opposed to driving them to your website, it could then use that insight to target your future campaigns, and funnel them off to the exact right spot to encourage purchase.

You would assume that the main focus within this cohort would be users who’ve already purchased products from another Facebook/IG shop, or on Facebook Marketplace, as Facebook would know that they’re more likely to buy in-app, based on past behavior. But the more Facebook can learn about the specific traits of people more likely to buy from each, the more its systems can learn where to direct others, which could then have significant flow-on benefits for future campaigns.

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Then again, it also likely relates to Apple’s ATT update, which has seen many people opt out of in-app tracking, which essentially leaves Facebook blind to conversions made outside of its own apps. In this respect, Facebook likely needs to gather more data on Facebook and Instagram Shops conversions so it can ensure maximum performance within its own tools, which then lessens the impact of the ATT update because it’s still able to keep a record of that activity.

If Facebook can gather more insight, and ensure that retailers generate better performance by optimizing for Facebook and IG shops instead, that would be a big win – which would be why it’s willing to cover the costs of impressions to shops through this option.

It’s an interesting consideration either way, and as noted, with Facebook looking to make a bigger push into eCommerce, and selling products in-stream, it may well be that its reach and data-matching does eventually provide a better avenue to maximize conversions, negating Apple’s update.

On this front, and in addition to Shops, Facebook has also launched live-stream shopping events (on both Facebook and Instagram), Shops on Marketplace, and sponsored product listings within the Instagram Shop tab.

Instagram Shop tab ads

It’s also testing a Pinterest-like visual search tool that will enable users to enable users to scan a real world item, or use any uploaded photo or video, to find similar product listings, while it’s also experimenting with automated object tags that could eventually provide more direct product options linked to each clip.

The big focus here is on Asian markets, where Facebook is gaining significant traction, and if it can expand its eCommerce potential now, amid take-up in regions like India and Indonesia, that could help to make its platforms a more essential utility within each of their respective digital shifts. 

That holds huge potential for Facebook moving forward, and is where it’s now likely to see its most significant growth.

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Apple’s update, puts a dent in that, and if Android were to follow suit, that could make it even more difficult, so it makes sense for Facebook to work to optimize its tools now in anticipation of any further data privacy shifts.

At the same time, it could be worth an experiment for your campaigns, depending on the specifics.

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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