Mayfly Insights 13/08/2019

Pinterest reaches highest monthly active users numbers and introduces Mobile Ad Tools, Snapchat announces “Instant Create”, Facebook extends search ad test to more accounts and shrinks mobile News Feed ad space, Creator Studio allows Instagram post scheduling and Twitter is testing icon labels for threads.

Pinterest reaches 300 million monthly active users and introduces Mobile Ad Tools

Since going public in April 2019, the company has been seeing an increase in revenue and user numbers, with the global monthly active users reaching 300 million, a 30% increase year-on-year. With increasing user numbers, the advertising space on Pinterest experiences new popularity, especially with the company having promised continuous growth and ongoing efforts to create value for advertisers on Pinterest. For this matter, new Mobile Ad Tools have been introduced recently, allowing advertisers to create and manage campaigns from their phone. This is especially important for smaller advertisers, as this gives them the chance to create time sensitive campaigns “on the go”. Currently the Mobile Ad Tools are only available to U.S. business accounts, but are due to be rolled out globally soon.

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Snapchat introduces “Instant Create”

Snapchat ads made easy. The new “Instant Create” feature allows advertisers to create a single Snap ad in three quick steps. Once you have selected the ad’s objective (choosing between website visits, app installs or app visits), entered the business URL and chosen the targeting filters, the tool will automatically pull images from the URL and create your advert. Whilst it is also possible for advertisers to upload images manually, “Instant Create” is the new streamlined ad creation flow using popular templates and simplified ad detail options to be able to create engaging design without additional resources. Small or medium sized businesses should pay attention, as this could be a chance to engage with their audience on a new platform with minimal effort.

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Facebook extends ad search test and reduces mobile News Feed ad space

Since December 2018, Facebook has been testing the option to place ads in News Feed and Marketplace search results, and this experimentation is now being expanded. Several marketers have now noticed the option for “Search” Within the placement option for Facebook adverts, explained as “Reaching people with relevant ads based on their search terms”. Nevertheless, Facebook’s product manager emphasises that the ads will only be rolled out if Facebook deems them beneficial for people and businesses. The ads should appear in the search results for queries deemed to have the same commercial intent but, as of yet, advertisers are not able to select keywords or phrases as they would with PPC. The ad format itself will be similar to the News Feed ads, including a headline, image and copy text as well as a “Sponsored” tag. Once this feature is being released to all advertisers it will certainly be another great opportunity to promote products to a highly targeted audience.

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Another change has to be mentioned with regards to Facebook advertising this week. Starting 19th August 2019, Facebook is rolling out changes to the mobile news feed post and ad layouts, displaying them in a 4:5 aspect ration, rather than the original 2:3 aspect ratio. What does this mean for advertisers? First of all the advert will show less text before users have to click the “See more” button, making it crucial to create interest with the first 3 lines of text. Videos and media also need to be optimised for the new aspect ratio, creating a challenge for advertisers to deliver a message that is focused, concise and adaptable.

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Creator Studio and Instagram post scheduling

After social media managers had to rely on third party applications for Instagram scheduling for a long time, it is now available through the Creator Studio and even better, it allows the scheduling of multiple images, which is not possible through many third-party tools. The new option has been rolling out to users over the past month and has expanded more broadly last week, it also gives users the chance to preview exactly what the Instagram post looks like before it is posted. The new feature can be accessed through the Facebook Creator Studio by selecting the profile and clicking “Create Post” at the top left of the screen where it will then display the option to post on the Instagram feed or IGTV. Unfortunately though, we will still have to wait for the option to schedule Instagram Stories.

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Twitter’s labels replies with icons

To make conversation threads easier to follow, Twitter has been testing conversation labels since the beginning of this year. These include a label for the original author, a person mentioned in the original post as well as a follower. As the space on mobile news feeds is rather limited though, the company has now decided to switch to icons instead of written labels. The icons are being used for the same categories, a small grey microphone symbol for the original author of the tweet, a grey @ symbol for anyone mentioned in the original tweet and a person symbol for followers. The new small icons now take up less space and once the meaning of them has been established they will make it easier for users to follow long threads. The tests are currently live, however, they might not show up for every user yet.

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