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Instagram expands shopping on IGTV, plans test of shopping on Reels

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Instagram this morning announced the global expansion of its Instagram Shopping service across IGTV. The product, which lets you watch a video then check out with a few taps, offers creators and influencers a way to more directly monetize their user base on Instagram, while also giving brands a way to sell merchandise to their followers. Instagram said it would also soon begin testing shopping within its newer feature and TikTok rival, Reels.

Image Credits: Instagram

Shopping has become a larger part of the Instagram experience over the past few years.

Instagram’s Explore section in 2018 gained a personalized Shopping channel filled with the things Instagram believed you’d want the most. It also expanded Shopping tags to Stories. Last year, it launched Checkout, a way to transact within the app when you saw something you wanted to buy. And just this summer, Instagram redesigned its dedicated Shop section, now powered by Facebook Pay.

Today, Instagram users can view products and make purchases across IGTV, Instagram Live and Stories.

On IGTV, users can either complete the purchase via the in-app checkout or they can visit the seller’s website to buy. However, the expectation is that many shoppers will choose to pay for their items without leaving the app, for convenience’s sake. This allows Instagram to collect selling fees on those purchases. At scale, this can produce a new revenue stream for the company — particularly now as consumers shop online more than ever, due to the coronavirus pandemic’s acceleration of e-commerce.

In the future, Instagram says its shoppable IGTV videos will be made discoverable on Instagram Shop, as well.

Given its intention to make shopping a core part of the Instagram platform, it’s not surprising that the company intends to make Reels shoppable, too.

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“Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them. By bringing shopping to IGTV and Reels, we’re making it easy to shop directly from videos. And in turn, helping sellers share their story, reach customers, and make a living,” said Instagram COO Justin Osofsky, in a statement.

Instagram isn’t alone in seeing the potential for shopping inspired by short-form video content. Walmart’s decision to try to acquire a stake in TikTok is tied to the growing “social commerce” trend which mixes together social media and online shopping to create a flurry of demand for new products — like a modern-day QVC aimed at Gen Z and broadcast across smartphones’ small screens.

By comparison, TikTok so far has only dabbled with social commerce. It has run select ad tests, like a partnership with Levi’s during the early days of the pandemic to create influencer-created ads that appeared in users’ feeds and directed users to Levi’s website. It has also experimented with allowing users to add links to e-commerce sites to TikTok profiles and other features.

Instagram didn’t say when Reels would gain shopping features, beyond “later this year.”

TechCrunch

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5 Effective Ways to Run Facebook Ads A/B Tests

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Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target. 

A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-

1) Start with the minimal number of variables

This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.

2) The second way is to select the correct structure. 

There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.

3) Use of spreadsheets is important to stay organized. 

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These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.

4) Do target advertising and set realistic time goals. 

One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output. 

Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.   

It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.   

5) Set an ideal budget. 

The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.

Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.

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Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.

You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.

To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.

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