In this week’s digital news, Instagram rolls out a new ad option within Stories, Pinterest launches first U,S, ad campaign, Apple introduces iOS 11, and more.
Social Media News
Pinterest raises new funding and launches first U.S. ad campaign.
Pinterest raises $150 million in additional capital at a valuation of $12.3 billion as it makes its visual recognition and search pitch to advertisers and investors. Also, the company has launched its first ad campaign in the U.S. to expand its user base. In the campaign announcement, Pinterest says, “Our What If campaign focuses on vulnerable moments people face in their lives, from everyday to epic, when they’re just about to take a risk…We want to show the transformative power of reimagining risks as possibilities.” Pinterest’s campaign will span out-of-home ads, Facebook ads, and Instagram ads.
Instagram rolls out new ad option within Stories.
Instagram has added new direct response ads within Stories. Similar to the “See More” swipe up option for verified users, the ad option includes a single photo or video with one of 12 call-to-action (CTA) buttons. CTAs include, Apply Now, Book Now, Contact Us, Donate Now, Download, Learn More, Send Message, Request Time, Start Order, Shop Now, Sign Up and Watch More. Direct response ads will be made available through Facebook’s Ads Manager, Power Editor, and API. And advertisers can target the ads using Facebook’s standard options, like age, gender, location, interests and purchase history.
Facebook adds closed caption option to live broadcasts.
Facebook Live broadcasters can now add closed captions to their live streams via third party providers. Although live captions don’t automatically generate yet, It’s a step toward fully captioned, real-time live videos. In the last year, watch time for Facebook Live broadcasts grew more than 4x. And with 1 in 5 Facebook videos now being a Live broadcast, closed captioning is a critical element of the experience. Below is a recent live captioning of Zuckerberg’s Harvard commencement speech. Captions were generated by Harvard’s system, not Facebook. Still, it underlines that live translation is harder than it sounds.
Learning a lot about Mark Zuckerberg from Facebook’s automatic speech captions. Anyone got a CECEOKOK login that still works? pic.twitter.com/9QNpOFH5QG
— Casey Newton (@CaseyNewton) May 25, 2017
Facebook adds new templates for Canvas ads.
Facebook has rolled out three new Canvas templates based on three business objectives: Get New Customers, Showcase Your Business, and Sell Products. Each template has placeholders for content, like a vertical video, carousel for multiple images, or a grid for products. Facebook will also extend this plug-and-play format to their shoppable Collection ads. Collection ads display one large photo or video over a shoppable product gallery. And now, advertisers can use a Canvas post as the main showpiece in a Collection ad.
Apple introduces iOS 11.
While the final version of iOS 11 won’t be available until September, here’s a few things you’ll be able to do with the new update as announced at WWDC.
- Send money to other Apple Pay users via iMessage.
- Ask Siri for language translation.
- Make Live Photos play back and forth or loop.
- Get maps for U.S. malls and airports.
- Connect and control multiple speakers with Airplay 2.
- Turn on Do Not Disturb while driving
Marketers increase investment in video advertising.
Animoto surveyed 1,000 consumers and 500 marketers to measure how marketers use video on social media and how it’s consumed. Sixty-seven percent of respondents are currently investing in video advertising on Facebook. And 51% of marketers are investing in video on YouTube – followed by Twitter (25%) and Instagram (25%). Also, 63% plan to increase spending on Facebook video in the next year, followed by YouTube (62%), Twitter (52%), and Instagram (50%). In addition, 81% of marketers optimize social videos for mobile and 39% create videos in the square or vertical mobile-friendly formats. On the consumer side, Animoto found that 64% of consumers have bought a product after watching a Facebook video.