Social Media

Snapchat Provides an Overview of its New Video Conversion Tool

Back in April, Snapchat announced the launch of a new video conversion tool within Snap Ads Manager in order to help businesses convert their regular, horizontally-aligned video content into vertical format clips for Snapchat.

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Twitter’s Adding a New Prompt on Retweets When Users Haven’t Opened the Link

One of the biggest challenges of the modern news era is actually getting people to read a post. In many cases, news consumption these days seems less relevant than the associated debate, with a headline alone often being enough to spark social media dispute. But how often do people debate an issue, related to an article, without ever actually reading it? And when people do share content without engaging with the full context, how does that impact subsequent debate? Arguably, this has a negative impact on the related discourse – but how can you fix it? How can you ensure that each person is reading content before they discuss it?

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Facebook Relaxes Ban on Ads for Non-Medical Masks

Facebook announced yesterday they are relaxing the restrictions around ads selling face masks, a rule they instituted in March. The rule originally came into effect as Covid-19 was spreading, and a mask shortage was imminent. In order to prevent price gouging, hoarding, and spread of misinformation, Facebook made the decision to unilaterally ban any ads selling masks.

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Marketing

Scaling Back Your PPC Program? Consider These 4 Things First

It’s not uncommon for businesses to get excited about promoting new products or services through paid search advertising. But sometimes, they forget they’ll need to either increase their advertising budget for this new endeavor – or re-allocate some of their existing budget. Unfortunately, when you shift marketing budget from one area to another, you trigger a set of trade-offs. And so, these businesses have to make some tough decisions. We had this happen recently with a client. And today, I’ll use it as an example of some of the trade-offs you have to make when dedicating some of your existing budget to a new product launch.

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When Silence Is Not an Option: Brands Dive in with Protest Support

George Floyd was killed by police on May 25. Since that time, Black Lives Matter (BLM) protests have swept much of the country and grown into an international movement against racism and police violence. Most brands have historically avoided taking political stands for fear of offending some of their customers. While that has slowly changed over time — as Millennials increasingly expect them to take stands on social and political issues — the conventional wisdom has largely remained: stay out of it.

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Despite Budget Cuts, CMOs Still Bullish on Marketing Automation Investments

COVID-19’s impact on the U.S. economy has been staggering. The country has suffered record unemployment rates as companies continue to shutter across industries. And while communities and businesses are beginning to re-open with shelter-in-place restrictions lifting, it’s difficult to know what’s next. “The world turned upside down for all of us in March 2020,” writes analysts Shar VanBoskirk, Tina Moffett, Rick Parrish, and Brandon Verblow in Forrester’s 2020 COVID-19 Crisis Will Stun U.S. Marketing‘ report, “CMOs can’t help but ask: What in the world do I plan for now?” Forrester’s report outlines three possible recovery scenarios for marketers: A late-2020 recovery, a mid-2021 recovery and a late-2021 recovery. The most likely probability, according to Forrester’s research, is a mid-2021 recovery — but even in the best case scenario of a late-2020 recovery, CMOs will likely lose $222 billion of their budget.

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