Social Media

Facebook’s New Creator Studio App Helps With Managing Pages On the Go

Facebook is launching a Creator Studio app for iOS and Android that assists users with managing page content and monitoring performance. This marks the first time Facebook’s Creator Studio has had a mobile app, which is designed to be a companion to the more robust desktop app. In an announcement, Facebook states: “The app is an evolution of and mobile complement to Creator Studio, the desktop hub dedicated to helping creators and publishers manage their content, track performance, and connect meaningfully with their audiences on Facebook. The new experience offers the same actionable insights and meaningful engagement metrics, all from the ease of a mobile device.”

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Snapchat Adds ‘Ground Transformation’ AR Effects, Showcasing Evolving AR Capacity

Snapchat has launched a new ‘Ground Transformation’ AR effect, which, as it sounds, can change the ground in your Snap camera view into water or lava, or other variations. As explained by Venture Beat, the new option utilizes Snapchat’s evolving AR tools to create the visual effect: “The real-time ground segmentation system uses machine learning models to understand geometry and semantics, isolating obviously ground-based objects from contrasting backgrounds.” Snap has used similar in the past for sky segmentation, isolating specific elements in your field of view through advanced visual understanding.

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Marketing

3 Tips for Optimizing Paid Social Campaigns for Seasonality

Planning your paid social campaigns well ahead of your peak periods — whether seasonal, holiday or promotional — help ensure you hit your goals. Michelle Stinson Ross, marketing operations director at Apogee Results, offered tips on how advertisers can get the most out of seasonal social ads at SMX West in San Jose last week. As part of a deep focus on digital commerce marketing, speakers discussed ways social commerce and shoppable media are transforming the way online retailers approach digital marketing.

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Competition Forces Retailers to Rethink the Role of Branded, Non-Branded and Trademark Traffic

When it comes to Google Ads, most retail marketers are interested in a single KPI – return on ad spend. To increase ROAS, some marketers devote the majority of their ad spend to high-converting, branded traffic. While a focus on efficiency still serves retail marketers well today, it’s more difficult to improve ROAS than ever. That is because investing primarily in low-funnel, branded traffic limits reach to the shoppers who already know your brand. This customer pool is both finite and shrinking. Google Ads is also saturated with competition and constantly changing. Players including Amazon and Walmart are buying up the SERP and often outbid other retailers on their most lucrative keywords and products. Dwindling real estate for organic ads creates additional pressure to spend more to remain competitive. To combat these challenges, retail marketers must adopt a more holistic approach to Google Ads. It’s important to understand how to acquire new customers and continue to retain existing ones by targeting diverse traffic types.

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