Twitter Ads, LinkedIn Vids, and Instagram Stories: Your Digital Marketing Weekly Roundup
Good afternoon, all. How’s the sunburn? Mine’s bloomin’ itchy – being the pale-bodied office slave that I am, a mere 2 degree rise in the temperature has me blistering on the spot. So I’m glad I’m back behind the computer to deliver to you this week’s digital marketing roundup – it’s a lot safer and less painful.
Some good developments this week – Instagram has been updating its app, there’s inspirational videos all over LinkedIn, and Twitter has upped the ads game once more. Let’s take a look…
All you keen Instagrammers will have surely noticed the big update this week – Instagram Stories, which, in effect, are actually quite similar to the tried and trusted Snapchat Stories that have been popular now for quite a while.
From the Instagram Blog:
“Today, we’re introducing Instagram Stories, a new feature that lets you share all the moments of your day, not just the ones you want to keep on your profile. As you share multiple photos and videos, they appear together in a slideshow format: your story.
“With Instagram Stories, you don’t have to worry about overposting. Instead, you can share as much as you want throughout the day — with as much creativity as you want. You can bring your story to life in new ways with text and drawing tools. The photos and videos will disappear after 24 hours and won’t appear on your profile grid or in feed.”
For marketers, there is no excuse for not jumping on board with Instagram Stories instantly – especially if you’ve already got an engaged audience on the platform, and even more especially if you’ve yet to launch a Snapchat campaign (seriously, the similarities to Snapchat with this new feature – not least in the fact that all content on Instagram Stories vanishes after 24 hours – is remarkable).
The importance of storytelling for the content marketer is not a new concept by any stretch of the imagination, and here is a brand new opportunity for us all to revive our efforts in this field in no uncertain terms.
The advantage, as well, that Instagram Stories has over Snapchat is in the positioning of the Stories feed. Users of the app will see all accounts that are telling Stories right at the very top of their mobile screen, giving marketers the opportunity to get their brand logo in front of everyone who logs on. On top of that, hashtags, geotags and the Discover section all aid in the discoverability of your Instagram Stories, whereas with Snapchat, any content that you produce can slip away into the ether before anyone has had the chance to view it unless they are already avid fans of what you do.
All in all, then, a quite serious competitive move from the Instagram team, and one that should excite content marketers.
Influencer Videos On LinkedIn
There are now some talking heads on LinkedIn, as I’m sure you will have noticed. You will no doubt already be using the platform to share your influential ideas with other professionals in your network, but now LinkedIn has given special privilege to 500 influencers who have been sharing their thought leadership assessments of their various industries using the engaging medium of video.
From the LinkedIn Blog:
“LinkedIn has become the destination to hear from many of the most influential global voices on news and topics affecting the professional world today. From issues like Brexit to the business impact of Pokémon Go, the opinions shared here have generated millions of conversations across LinkedIn — with many of those taking place in the LinkedIn Feed. Over the past few months, we’ve worked hard to make your feed a valuable resource for dynamic conversations, professional news and stories.
“Today your LinkedIn Feed will come to life in a whole new way with the introduction of 30-second videos from LinkedIn Influencers. For the first time, we’ve invited more than 500 Influencers on LinkedIn to share their thoughts on trending professional topics and news, ranging from diversity and workplace culture, to education and innovation — all through the richness of video.”
It should be noted that only these ‘special’ 500 can currently produce videos for the platform – but that doesn’t mean that you can’t use their output for your own marketing purposes.
As ever, content curation is as important as content creation, so, find the videos of whichever of these influencers are most germane to your niche, share them with your network and start a conversation concerning the topics that are raised – influencer marketing has never been so simple.
New Twitter Ads Manager
Twitter is updating its Ads Manager to make it easier for marketers to manage their advertising campaigns.
“This new tool,” writes Christine Lee on the Twitter Blog, “provides a central workspace to plan, manage, and report on campaigns. Now you can easily view and optimize performance at multiple levels – campaigns, ad groups, or promoted Tweets and other ads.”
It looks great, and the new features – which include custom filtering and custom metrics (see tweets below) – certainly go a long way towards streamlining the management of your advertising efforts on the platform.
Introducing custom filters, a better way to analyze campaign performance in Twitter Ads Manager https://t.co/gMaP2I9pMt
— Twitter Advertising (@TwitterAds) 29 July 2016
Custom metrics in Twitter Ads Manager are a way to view the campaign data that matters most to you https://t.co/CtmpaBriTt
— Twitter Advertising (@TwitterAds) 29 July 2016
This is a global rollout, so expect to have new Twitter Ads Manager beta access if you’re an advertiser very soon. Twitter notes that once you have access, “you’ll notice that Ads Manager will appear as your default campaign dashboard. This will not impact the delivery, spend, or performance of your existing ads, and you can return to your previous dashboard at any time.” Good to know, plus the fact that Twitter will be adding “new functionality that will help you save time and run more successful campaigns with Twitter Ads” in the not too distant future. Every little helps!
That’s it for this week – time to get back to nursing my office tan ready for more blistering rays on the beach this weekend. See you next Friday!