In this week’s digital news, “tweetstorms” get simplified, women cost more to reach on Instagram, and Facebook lets you take a breather from pages you’re tired of.
Social Media News
Facebook introduces catalogue-style ads.
Retailers have increasingly relied on social and digital marketing in recent years. As a result, the number of print catalogues mailed to consumers has halved over the past 10 years. Now, Facebook hopes to keep the catalogue format alive and well in the digital space. Facebook’s new “lifestyles template” ad format looks like a print catalogue, with the added convenience of allowing users to buy directly from the ad. As with print catalogues, the focus is less on getting consumers to buy a specific product. Instead, lifestyle templates are meant for users to spend time browsing images and finding inspiration. Individual items in catalogue photos are clickable, taking users to product info and the seller’s online portal, if so desired.
New info on Instagram ad spend for 2017.
The cost of advertising on Instagram can vary depending on when and who you’re targeting. According to a new infographic, brands’ cost-per-click (CPC) on Instagram was higher in reaching women than men. Not coincidentally, Instagram users skew female — with 58% being women. Young women with iPhones are the most expensive group to market to, while men over 65 with Androids are the biggest bargain. The graphic also reveals that Sunday evenings are priciest, given that this is the busiest time for e-commerce. Instagram photos with human faces are about one-third more likely to receive likes and comments than those without.
Twitter tests “tweetstorm” feature.
For many social posts, Twitter’s 140 character limit is not enough. This has prompted many users to go off on “tweetstorms,” with multiple tweets sent out in succession on the same subject. These are often numbered to help followers keep track of the flow. Now, Twitter is testing a feature to make tweetstorms easier. This would allow users to share long-winded thoughts all at once, rather than piece by piece.
WOAH! Twitter has a hidden tweet storm feature!
h/t Devesh Logendran pic.twitter.com/QpDLhKnAZZ
— Matt Navarra ⭐️ (@MattNavarra) September 10, 2017
Instagram Stories adopts the Canvas ad format.
Facebook’s Canvas ad format has come to Instagram Stories. The tool allows marketers to use more creativity and versatility in their consumers’ brand experience. The full-screen Canvas option is more immersive and attention-grabbing than traditional digital ads. Conveniently for Instagram, it also keeps users in the app, rather than inspiring them to click out to the seller’s website.
Facebook lets users hit “snooze” on their friends.
Sometimes social media enables users to share too much of a good thing, prompting followers to need a break. Facebook may soon let you do just that — hit the “snooze” button on accounts you follow. This provides an alternative to the more permanent action of unfollowing or unfriending. “Snooze” can be applied to friends, Pages, or Groups. Your snooze can range anywhere from one to 30 days. This option is currently still in the testing phase.
4 in 10 consumers did most holiday shopping online last year.
A study of 2016 holiday shoppers reveals that 41% did most or all of their gift shopping online. Among this group of high-frequency digital shoppers, 78% used a desktop or laptop computer, 48% used a smartphone or tablet, and 24% used a voice device. Free shipping was the primary draw toward e-commerce. Next- or same-day shipping was also cited as attractive to these shoppers.
Most young adults now stream their TV.
Subscription services now account for the majority of 18 to 29 year olds’ TV viewing, according to a new study. Streaming platforms like Hulu, HBO Now, Amazon Prime, and Netflix were cited by 61% in this age group as the primary method of watching television. That’s nearly double the amount in this demo who watch via satellite or cable (31%). Not surprisingly, older age brackets used cable and satellite more than streaming, with oldest demos streaming the least. The study also found that men are more likely to prefer streaming than women and streamers tend to have higher educations. Across all U.S. adults, 28% primarily streamed their TV, while 59% watched via satellite and cable.
Published on September 15, 2017