“You have to make video content!”. You’ve been hearing this phrase and others like it for years now. They even have crazy statistics such as “50% of people watch a video about a product before they make a purchase” (Google). You already know you have to create video content to help showcase your community. That part goes without saying, the hard part is knowing where to begin, what type of videos to create, how much to budget for video content, and where to post it once you’ve made your masterpiece. Luckily, you made the wise choice of reading this article and in just a few minutes, you’ll be a video marketing whiz.Continue reading…
Facebook is always working towards creating the best online shopping experience for its users. Facebook’s newly-launched Collection ads create a shopping experience within the news feed, that encourages product discovery and sales. Collection ads allow buyers to see multiple products that you’re selling and spend some time browsing before they make the next step in the purchase journey.
What are Collection ads?
Collection ads link eye-catching images and videos with your real-time product catalog. A Collection ad will appear in a user’s news feed highlighted by a large image or video above four catalog-style product photos sourced from your real-time inventory lists. You can select the four products to feature or leave it up to Facebook, which will decide based on which products in your list are most popular or that it thinks will appeal to the individual seeing the ad.
How do they work?
Clicking on the Collection ad from the news feed will open a catalog of up to 50 items that Facebook will pull from your uploaded list featuring popular products that a person is most likely to buy. Facebook will feature a photo and description for each item appearing in the catalog. After opening up the product catalog, people can click on an individual item in the Facebook-hosted catalog to pull up its corresponding product page on your site. One click on the Collection will not take the user to the advertiser’s website since the inventory is housed within Facebook. It’s only if a user then clicks on an individual product that they’ll click through to your site.
What are the benefits?
Increased exposure: When a user clicks on a Collection ad and opens your product catalog, your exposure increases. Users have instant access to your inventory and will inevitably look at multiple ads at one time in one place. Buyers can browse, looking at all you have to offer before deciding to buy.
Increased conversions: Due to a better user experience which provides more information and generates greater brand recall, these shoppable ads create a better chance at increasing conversions.
Detailed metrics: When a user opens a Collection there are two opportunities to click. The first is the initial click on the news feed ad that opens the catalog and the second click takes users to the specific product page on your site. Facebook combines these click counts when reporting to advertisers which makes it difficult for brands to gauge how successful these ads are at converting searchers into customers. Facebook will test separating those clicks into their respective categories. You’ll know how many users are just browsing your product catalog and how many click-through to your website.
The more personalized an ad is to its audience, the greater chance it will drive a consumer to act. Snapchat will soon deliver more personalized and relevant ads to its users, improving the user experience and connecting buyers with brands.
Partnering with Oracle Data Cloud, owner of data collection firm Datalogix, Snapchat will start targeting and measuring ads on its platform based on what people buy outside of Snapchat. The list of approximately 100 categories takes Oracle’s data tracking people’s online and offline purchases and organizes them into un-branded segments including in-market shoppers in the automotive, retail, and service industries.
The focused targeting options apply to all ads bought directly from Snapchat or through a third-party API partner. Facebook and Google have successfully executed similar agreements with Oracle to use data to improve targeting. Using offline data to specifically target users will help you achieve even more effective campaigns. View Snapchat advertising success stories here.
- Targeting: You can target consumers based on their interests, shopping behavior, and past purchases. The ad-targeting options go beyond demographic information and help you accurately pinpoint your audience. People are more likely to respond to an ad based on a product they are interested in that a generic ad served to them because of their age, gender, or location.
- Increase Relevance: Delivering ads of interest to consumers increases relevance because now they will view ads for things they already buy or might be in the market for. Deliver a more impactful ad that a user wants to see.
- Maintain User Privacy: Snapchat will use anonymized email addresses and mobile IDs to match data with Snapchat users. The data remains encrypted so that Snapchat can’t see how individual users tie to Oracle’s purchase data and Oracle can’t see how its purchase data ties to Snapchat’s individual users.
Snapchat, which filed its IPO in November 2016, plans to go public this year. By offering enhanced targeting options, the social platform hopes to generate more customers for its advertisers in the same way that Google and Facebook have.
Do you advertise on Snapchat? Contact us today and we’ll help you develop a comprehensive social media marketing campaign that reaches your target audience.