Instagram has announced an expansion of its Sensitive Content Control options, which it first launched last July, providing more ways for users to manage their in-app experience.
Originally only covering the app’s ‘Explore’ element, Instagram will now enable users to manage the content that they see in all sections of the app.
As explained by Instagram:
“Starting today, the Sensitive Content Control will cover all surfaces where we make recommendations. In addition to Explore, you will now be able to control the amount of sensitive content and accounts you see in Search, Reels, Accounts You Might Follow, Hashtag Pages and In-Feed Recommendations. With this update, we’re also applying the technology we use to enforce our Recommendation Guidelines to Instagram’s recommendations on Search and Hashtag pages. This update will be available to everyone in the coming weeks.”
As you can see in the screenshots above, Instagram’s sensitive content controls provide three options: “More”, “Standard” and “Less”.
“Standard” is the default state, and will prevent people from seeing some sensitive content and accounts. “More” enables people to see more sensitive content and accounts, whereas “Less” means they see less of this content than the default state. For people under the age of 18, the “More” option is unavailable.”
That’ll help to reduce exposure to potentially harmful content in the app, which is a significant concern for parents, in particular, especially given the amount of time their kids are now spending in online environments.
That’s been further amplified by the pandemic, with youngsters forced online to maintain social connection and engagement. It’s impossible for parents to monitor what their kids are seeing at all times, but any measure to better protect them from the worst of the web is a bonus, as they seek to minimize confusion and harm caused by such.
Parental controls also provide additional assurance on this front, and Instagram also added new parental control options in December last year.
Sensitive content controls are another element, which are obviously not solely focused on youngsters, as such, but could help in adding extra assurance for parents.
As well as, of course, for regular users. One misguided search could lead you down the wrong path very easily, and it can be handy to have these extra measures to avoid unexpected, and unwanted visuals popping up on screen.
It’s another important step for IG, which continues to develop new tools to protect users from negative experiences.
To change your Sensitive Content Controls on Instagram:
- Go to your profile
- Tap the ‘Settings’ menu in the upper right corner
- Tap ‘Account’
- Tap ‘Sensitive Content Control’
Twitter Launches New Ad Targeting Options, Including Advanced Website Conversion Optimization
Wait, Twitter’s still launching ad updates, despite losing thousands of staff?
Well, kind of.
The first update is within its ‘Conversions’ objective, with advertisers now able to focus their promotions onto users that are more likely to take specific actions in response.
As per Twitter:
“Website Conversions Optimization (WCO) is a major rebuild of our conversion goal that will improve the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase).”
So instead of just aiming to reach people who are likely to tap on your ad, you can expand that focus to reach users that are more likely to take next-step actions beyond that, like:
- Register contact info
“Our user-level algorithms will then target with greater relevance, reaching people most likely to meet your specific goal – at 25% lower cost-per-conversion on average, per initial testing.”
Essentially, the process uses Pixel tracking (you need to use the Twitter Pixel or Conversion API for this campaign type) to get a measure of the types of people who are undertaking these actions on your website, then utilizes that data for targeting further audiences for your ads, based on each element.
So how is it different?
Well, it’s not a big shift.
Up till now, Twitter advertisers have been able to optimize their campaigns to focus on:
- Link clicks
- Site Visits
Within the ‘Conversions’ objective, you can further optimize for specific website events:
- Page View
- Content View
- Add to Cart
As you can see, the only additions here are users who might leave their contact info or subscribe, which are likely not major focal points for most Twitter advertisers.
But what Twitter has done is that it’s made these options more immediately accessible within the Campaign Objectives screen.
So it looks like a significant update – and functionally, it does simplify things a bit. But it’s not a major advance in your Twitter ad targeting options.
Twitter’s also launched its ‘Dynamic Product Ads’, which enable advertisers ‘to showcase the most relevant product to the right customer at the right time’.
“With DPA Retargeting, you can serve ads to targeted consumers, featuring products they have engaged with (e.g. added to their shopping cart) on your website but haven’t yet purchased.”
Twitter’s actually offered a variation of this ad type since 2016, but it recently updated its Dynamic Products Ads targeting to integrate a more privacy-focused approach, in order to optimize ad performance with potentially fewer signals.
Finally, Twitter’s also launching its updated Collection Ads format, which enables advertisers to share a primary hero image, along with smaller thumbnail images below it.
“The primary image remains static while people can browse through the thumbnails via horizontal scroll. When tapped, each image can drive consumers to a different landing page.”
Twitter first previewed this option back in March.
Essentially, these are not new offerings, as such, but they may be newly available to you, which could provide more considerations for your Twitter ad campaigns.
So if you’re wondering how Twitter’s able to launch new ad products despite cutting 65% of its staff – well, they’re not new, they’ve been in development for months, with Twitter just deciding to press ‘launch’ and provide them to all ad partners.
But that doesn’t lessen their potential value, and there could be various ways in which you’ll be able to use these options to boost your tweet campaigns.
Note, too, that Elon Musk has repeatedly mentioned that he wants to improve the accuracy of Twitter’s ad targeting options, which could eventually see Twitter’s automated audience tools, like Website Conversions Optimization, become a much more valuable proposition.
You can learn more about Twitter’s latest ad updates here.