Daily Minute Master Series – July 11, 2019
Social Media
New Pinterest features encourage brands and creators to upload more videos
Pinterest has introduced a new and improved video uploader, a video tab on business profiles that allows brands to feature all their videos in one place, an analytics tool to help businesses better understand and analyze their traffic and get insights into performance over time and, finally, Pinterest is allowing creators and businesses to schedule videos ahead of time with a new Pin Scheduler tool. With these new features, the company is encouraging paying users to post actionable and inspirational how-to videos and tutorials tailored to Pinterest users. The brand is hopeful new tools intended to support brands and businesses will increase engagement and ad revenue on the platform.
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Sponsored Posts From Instagram Influencers Are Driving Less Engagement
A recent study shows that Instagram influencers are getting hit hard by the reported decline in engagement across the platform. According to data shared with Mobile Marketer, from analytics firm InfluencerDB, engagement rates for sponsored and organic posts are nearing all-time lows. The study shows that the engagement rate for sponsored posts was 2.4% in Q1 2019, down from 4% three years earlier. During the same time periods, the engagement rate of organic posts dropped from 4.5% to 1.9%. Engagement is reportedly down across every industry category of influencer including beauty, fashion, food, lifestyle, fitness, and travel. Despite not driving as much engagement, sponsored posts are still driving more engagement than organic posts. The study suggests that marketers may see better engagement with sponsored posts when they’re published by “nano-influencers.” Instagram is working on a new ad unit that will allow brands to expand the reach of sponsored posts, but it’s not ready for a wide rollout at this time.
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LinkedIn Just Added 3 New Marketing Objectives to Its Campaign Manager
The professional network said the updates now give marketers a full-funnel experience, from initial awareness through to conversion. LinkedIn is also optimizing its click pricing to align with the objectives of its advertisers, saying as an example that when website visits are chosen as the objective, advertisers will only be charged for clicks that go to their landing pages, and pricing will be optimized for all social actions (such as likes, comments and shares) in social engagement campaigns. LinkedIn Marketing Solutions senior product manager Amita Paul said in a blog post, “As a marketer, you’ve shared with us that one of your biggest challenges is ensuring that your campaigns can meet increasingly complex business goals. Whether you’re a new startup trying to increase share of voice or an established business-to-business player looking for leads, you need solutions that are flexible and can adapt to your unique objectives.”
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Advertising
Ad customizers are now available in all Microsoft Advertising accounts
Ad customizers have been around in Google Ads for several years, and now advertisers can use them in their Microsoft Advertising campaigns, too. With ad customizers, you can dynamically tailor your ad copy based on attributes defined in a feed. Can deliver ads that are more relevant to the query without having to build out hundreds or thousands of variations. Unlike Google, Microsoft Advertising allows you to apply ad customizers by audience, in addition to keyword, ad group, campaign or ad group.
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