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Twitter Publishes 2020 Marketing Calendar to Help with Strategic Planning



While the holiday spirit is no doubt slowly starting to kick in, many of you are also probably beginning to map out your 2020 marketing approach, and planning your next campaigns in line with the big events that are on the horizon.

To help you get a head start on what’s coming, Twitter has this week published its 2020 major events calendar, covering all the key dates and events you need to be aware of, separated by type, along with helpful notes to focus your efforts.

Twitter 2020 calendar

As explained by Twitter:

“Twitter is a place for people and brands to connect with what’s happening – and while new conversations are constantly unfolding, there are some buzzworthy dates and events you can plan on. As such, we’ve rounded up 2020’s most-anticipated events that will unfold on Twitter – from the Olympics to #WorldEmojiDay – along with monthly tips for tying them into your strategy.”

As you can see above, the calendar lists each event by type, color-coded into categories like ‘Sports’, ‘Entertainment’ and ‘Holidays’. The listings this time around don’t include relative tweet volume stats on each, which Twitter has included in the past, but you can get additional insights for each event via your Twitter Ads tools.

Twitter events insights

Twitter’s event calendars can be great for mapping out your approach, which can apply beyond Twitter itself. They can also be particularly helpful for smaller events which may not be in your immediate sphere of consciousness, like “National Ice Cream Day”, which could be of significant marketing value for your business, and could otherwise pass you by.

This year, Twitter has also published three versions of its event calendar.

You can download:

  • The US/Canada version here
  • The UK and Ireland version here
  • The Middle East Region version here

It’s definitely a good resource, and it’s worth downloading and having handy to keep you up to date on the latest opportunities for your marketing efforts.



Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays



Instagram Tests Out New Ad Options, Including Explore Placement and Interactive AR Displays

As we head into the holiday shopping push, Instagram has announced that it’s testing out some new ad options, in the hopes of maximizing its revenue intake, while also providing new opportunities for brands.

Though I can’t imagine that these will be entirely popular additions with users.

First off, Instagram’s adding new ads into Explore, with the first page of Explore now set to feature a new ad unit in the content feed.

As you can see in this example, that’s a pretty big ad. Instagram hasn’t clarified if all of these new Explore ads will be featured as prominently as this, but the option will provide another means to reach IG users ‘in the earliest stages of discovering new content they care about’.

It could be a good consideration, with a chance to get your products featured in the main discovery feed in the app.

Instagram’s also testing ads in profile feed – ‘which is the feed experience that people can scroll through after visiting another account’s profile and tapping on a post’.

So now, if you check out someone’s profile, and tap on a post, you’ll also be eligible to be served ads in that dedicated stream of their content, essentially inserting ads into another surface in the app.


Instagram’s also looking into whether this option could also be used as a monetization opportunity for creators, as that activity will be tied back to an individual profile and content.

Instagram’s also testing what it’s calling ‘Multi-Advertiser Ads’, which will display more promotions from similar businesses to users after they’ve engaged with an ad.

Instagram ad updates

As per Instagram:

“When a person expresses commercial intent by engaging with an ad, we deliver more ads from other businesses that may be of interest, powered by machine learning.”

So Instagram’s looking to push even more related businesses at you, stacking ads upon ads. I don’t know how effective that will be, but in theory, it could get your brand in front of interested users based on previous ad engagement.

Finally, Instagram’s also launched an open beta of its AR Ads, which will be available in both feed and Stories in the app.

Instagram ads update

As you can see here, Instagram’s AR ads, built in its Spark AR platform, will invite users to interact with their ad content, which could also include positioning virtual furniture in their home, or test driving a car in the app.

Which Meta also says will help brands align with future engagement shifts:

“By giving businesses tools to create more personalized and immersive experiences today we’ll help them drive performance and prepare for the metaverse.”

I mean, AR and the metaverse, which is largely VR-based (going on the examples we’ve seen thus far) are not the same thing, but the creation of 3D objects will play a part in that next stage, and could help to advance your thinking on ad approaches.


These are some interesting ad considerations, but they’ll also see a lot more promotions being squeezed into your Instagram feeds, which, as noted, likely won’t be welcomed by users.

But with parent company Meta under rising pressure, Instagram has to do its part. And while leaning into further Reels, and forcing in more ads, may not be a great play, long-term, the usage and engagement data will ultimately tell the tale.

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