SOCIAL

Reddit Launches Prominent New ‘Trending Takeover’ Ad Units

Published

4 years ago

March 10, 2020

reddit launches prominent new trending takeover ad units

It’ll certainly be interesting to see how Redditors respond to this.

Looking to capitalize on its growth, and maximize its ad potential, Reddit has this week launched a new Trending Takeover ad unit, which will feature prominently on various surfaces within the app.

As explained by Reddit:

“Fads, trends, and movements get their start in Reddit communities every day. And as we invest in highlighting those trends for user visibility and participation, it presents a huge opportunity for advertisers looking to align with conversations in real-time. […] With this new offering, brands looking to position themselves at the center of discussion on Reddit now have premium venues in two of the most commonly visited areas of the platform: Reddit’s Search tab and Popular feed.”

Trending Takeovers will last for 24 hours, and as you can see in the images above (desktop on the left, mobile on the right), they’ll take up a major block of space at the top of the Reddit feed.

Takeover listings will also appear in ‘Trending’ searches on the platform:

And will be highlighted in the smaller Trending tiles along the top of the mobile app listings:

That is indeed prominent space.

“Users can see the Trending Takeover ad unit in the second slot of the Trending Today module on Reddit’s Popular feed, as well as the second slot of the Trending Today drop-down in Reddit’s Search tab. Similar to organic trends on Reddit, clicking on a Trending Takeover ad in the ‘Trending Today’ module within Search or Popular will drive users to a landing page featuring conversations, posts, and communities relating to handpicked advertiser keywords.”

No doubt that will be appealing to certain brands, and no doubt that will get their messages seen. But as noted, Redditors may not be too happy about the intrusion, especially given the app’s long-standing resistance to overt promotional messaging.

But Reddit needs to evolve. Last year, the platform hit a new milestone of 430 million active users, which puts it ahead of Twitter, Pinterest, LinkedIn TikTok and Snapchat in comparative usage. But even with that growth, Reddit is not considered as significant an ad platform due to the nature of Reddit ads, which can easily be overlooked, and aren’t as advanced as those on other platforms.

Reddit’s been working to improve in this respect, with new video ad options and updated formats and tools, but it hasn’t yet become a key consideration for ad spend, with Reddit ads still seen as an intrusive, non-engaging element of the app.

Trending Takeovers could change that. For one, their more prominent placement will get attention, but it may also usher in the next major shift for the app in this respect. Yes, Redditors are going to be upset about it, they’re going to voice their displeasure at the intrusion. But Reddit will be hoping that, once that opposition dies down, Redditors get more used to ads. And if users are more comfortable with these ad units, that could open up more opportunities for Reddit to display even more promotions. It’s almost like a band-aid approach, with this being the rushed rip-away, leaving the temporary pain. Then users will, ideally, be more open to other ads in future.

But there will be backlash.

How significant the response from the Reddit community will be is tough to say, but Redditors are very protective of their space, they won’t like facilitating virtual billboards in their streams. But that’s the price of using a free platform – you will, eventually, have to pay in ad exposure. And Reddit needs to boost its ad space in order to maximize its performance.

In testing with 15 partner brands, Reddit says that its Trending Takeover units have seen 2x above average click-through rates.

It’s big, it stands out, it could end up producing results. But more importantly, it may well end up being a major advance for Reddit’s broader ad and revenue ambitions.

Trending Takeovers are being sold only on a reservation basis. To learn more about the option, you’ll need to contact Reddit’s Ad team.

SOCIAL

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

1 month ago

March 18, 2024

Max

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.

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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SOCIAL

Catering to specific audience boosts your business, says accountant turned coach

Published

2 months ago

February 26, 2024

Entireweb News Bot

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.”Â

“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.

“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.

SOCIAL

Instagram Tests Live-Stream Games to Enhance Engagement

Published

2 months ago

February 26, 2024

Entireweb News Bot

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.

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.