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Pinterest Ads Open, Facebook Reach Grows

Pinterest ads now open for your business

This week Pinterest finally opened up its Ads Manager to everyone interested in scheduled Promoted Pins. Up until now Pinterest ads were only in the beta phase.

Along with this opening up, Pinterest unveiled more detailed ad targeting tools to enable advertisers to more accurately promote pins. These targeting tools include some items similar to those seen on the Facebook Ads Manager, like interest and customer database targeting. Pinterest has one different type of targeting that may work in advertisers favor though: keyword targeting, which allows the serving of ads up to people exploring the platform using certain keywords.Pinterest Ads

Time will tell how successful these ads are, but Pinterest says people who saw Promoted Pins had a 40% greater awareness of new products and had a 50% higher purchase intent.

While this is great for individual advertisers with one client, Pinterest currently lacks the ability to switch between multiple ad accounts. This means that agencies with multiple clients will need to set up accounts and switch between them for different clients.

Facebook Reach reportedly still surging

Facebook post reach continues to rise, despite recent algorithm changes many expected to take a bite out of reach. Locowise reports the average reach for posts in February was up 5.33% from January.

Locowise also reported an increase in post engagements from January to February, but it will be interesting to see what happens to engagements rates once a full month of Reactions are able to be recorded.

Facebook Dislike Button, Instagram Engagement & Annoying Hotel Guests

Facebook Dislike Button debuts…sort of

After years of requests from users Facebook finally unveiled the Dislike Button they had recently mentioned they were working on. The only thing is that the button they talked about turned out to be an emoji-like face to allow users to express an emotion they feel.

Called “Reactions”, they are a series of emoji alongside the good ol’ Like button to give users the ability to express the emotions seen in the image below.Facebook Reactions

Reactions are being tested out in Ireland and Spain with no word on if they will become available for worldwide use.

Instagram Organic Engagement is dropping

Social analytics company, Locowise, deduced that Instagram organic engagement is dropping after conducting a study of more than 2,500 brand profiles. The findings suggest the social network is moving closer to a pay-to-play model similar to Facebook (which owns Instagram). Interestingly enough, Instagram ads are beginning to become more widely available to pages…

Don’t be an annoying guest

Annoying Hotel GuestsExpedia has a list of the most annoying hotel guests. After conducting a hotel etiquette study and asking more than one thousand people which traits and behaviors they found most annoying of fellow guest the list is interesting:

  1. Inattentive parents who let their kids run wild
  2. People who are exceptionally loud in the hotel hallway for all to hear
  3. Guests who berate hotel staff

Check out the full list here and stay polite, friends!

 

Lead Ads and Ignored Messages

Lead Ads and Ignored Messages

Facebook Unveils Lead Ads

Lead Ads

Credit: Shutterstock

Facebook wants to make it easier for people to fill out forms to subscribe or sign up for services or programs through the use of lead ads. Lead ads work by auto-populating information in forms for newsletters, asking for follow-up calls or a price estimate.

Essentially, it’s more of a one-stop shop option that keeps users from jumping page-to-page, which can lead to people becoming disinterested and stopping the process. These ads will also provide instant information and data for marketers. The image to the right provides a great visual representation of what a lead ad would look like. Right now, the ads are only available to a select number of advertisers.

Customer Messages go Ignored

Any social media manager can tell you that a large amount of messages they receive on their channels is spam or completely irrelevant…but are 87% of those messages such? A new Locowise report measured 900 Facebook pages and found a whopping 87% of customer messages went completely ignored. Less than stellar customer service, you might say. Additionally, of the pages that did respond to messages, only 37% of their messages went answered.

It’s not all bad news, though. More than 60% of messages that received a response were communicated with in 2-4 hours. As previously mentioned, a large number of irrelevant posts  and messages are sent to social networks. No one is denying this, but in order to provide an excellent level of customer service that is expected from social media it may be beneficial to give our pages or inboxes another look – or look a bit more frequently.

Post Frequency, a Facebook/IBM Partnership and Mobile Relevance

Facebook Post FrequencyHow Many Facebook Posts Per Week?

The question constantly being asked: how often should we post on our Facebook page? There is no right answer, nor a silver bullet to magically reach every one of your page fans. However, Locowise did some digging and came across some interesting data after looking at more than 600 Facebook pages.

The full Locowise article may be read here but, suffice it to say, less may be more on Facebook:

  • Pages that posted once per week or less frequently reached an average of 15 percent of users who liked their pages with each post.
  • Pages that posted one to four times per week saw engagement from 12 percent of users that they reached.
  • Those that posted once daily reached 8.42 percent of their audience.
  • Those that posted once per day registered 10.84 percent engagement.

Big Blue and Facebook Team Up for Targeting

A new partnership between Facebook and IBM wants to make it easier for big brands to target their desired audience with ads. The deal would work by IBM allowing Facebook to target more Fortune 500 companies with ads while selling IBM’s marketing cloud services.

The companies note that marketers, particularly retailers, may benefit the most from the partnership, but the ability to more effectively target ads is beneficial to anyone creating and managing an ad campaign.

Mobile Gains on Desktop

It’s certainly one of those things we’ve heard for a long time: mobile will one day surpass desktop in searches. While that may not universally be the case (yet), a recent Google AdWords blog indicates that’s the case in at least 10 countries – including the U.S. and Japan. This coincides with some recent reports on the importance of mobile, including one from eMarketer indicating more ad dollars will be spent on mobile than desktop in 2015.