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

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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.

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.

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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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

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Meta Could be Exploring Paid Blue Checkmarks on Facebook and Instagram

It seems like Elon Musk’s chaotic management approach at Twitter is having some broader impacts, with more companies reportedly considering lay-offs in the wake of Musk culling 70% of Twitter staff (and keeping the app running), and Meta now apparently also considering charging for blue checkmarks in its apps.

Yes, the Twitter Blue approach to making people pay for verification, which hasn’t proven overly popular on Twitter itself, is now also seemingly in consideration at Meta as well.

According to a new finding by reverse engineering pro Alessandro Paluzzi, there’s a new mention in the codebase of both Facebook and Instagram of a ‘paid blue badge’.

Paluzzi also shared a screenshot of the code with TechCrunch:

That does appear to refer to a subscription service for both apps, which could well give you a blue verification badge as a result.

Mets has neither confirmed nor denied the project, but it does seem, at least on the surface, that it’s considering offering checkmarks as another paid option – which still seems strange, considering the original purpose of verification, which is to signify noteworthy people or profiles in the app.

If people can just buy that, then it’s no longer of any value, right?

Evidently, that’s not the case, and with Twitter already bringing in around $7 million per quarter from Twitter Blue subscriptions, maybe Meta’s looking for a means to supplement its own intake, and make up for lost ad dollars and/or rising costs of its metaverse development.

It seems counter-intuitive, but I guess, if people will pay, and the platforms aren’t concerned about there being confusion as to what the blue ticks actually mean.

I guess, more money is good?

Meta has, in the past, said that it won’t charge a subscription fee to access its apps. But this, of course, would be supplemental – users wouldn’t have to pay, but they could buy a blue checkmark if they wanted, and use the implied value of recognition for their own purposes.

Which seems wrong, but tough times, higher costs – maybe every app needs to start digging deeper.

Meta hasn’t provided any info or confirmation at this stage, but we’ll keep you updated on any progress.



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YouTube Shorts Exceed 50B Daily Views, Meta’s Reels Doubles Plays 02/03/2023

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YouTube Shorts Exceed 50B Daily Views, Meta's Reels Doubles Plays 02/03/2023

YouTube Shorts and Meta’s Reels are both making
headway in the intensely competitive video shorts sector.  

During Alphabet’s Q4 earnings call on Thursday, CEO Sundar Pichai reported that YouTube Shorts has surpassed 50 billion
daily views. That’s up from the 30 billion reported in Q1 2022.

However, it still …



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Podcast Marketing Statistics for Businesses [Infographic]

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Podcast Marketing Statistics for Businesses [Infographic]

Podcasts have become an increasingly popular content format, providing on-demand, topical material covering virtually any subject that you can think of.

Indeed, according to estimates, over 130 million people will listen to podcasts monthly in the US this year, which could also provide significant opportunities for marketers to tap into this captive audience, and reach them with relevant ads and offers.

If you’re considering getting into podcasting or podcast advertising, this will help. The team from Spiralytics have put together a collection of podcast consumption stats and notes, which could help guide your thinking around the format.

Check out the full infographic below.

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