Keeping up on the new social advertising tools throughout the year will be crucial to being successful in 2014. Below is a list of the social platforms with advertising programs that plan to change as the year progresses:
As Twitter continues to evolve their advertising programs, companies should invest into this growing platform. It is estimated that Twitter will hit ad revenue of $1 billion in 2014. To achieve this, they are working to help companies gain more followers and increase engagement on their platform through various advertising options. Such as, enhancing their promoted accounts to appear in timelines; offering Tailored Audiences (remarketing) and true “broad match” for keyword targeting. Companies can leverage these new updates to increase their relevant follower base.
Facebook announced that it will eliminate sponsored stories on April 9th. This means that domain and open graph sponsored stories will no longer appear on users’ timelines and marketers will need to look to other advertising opportunities. So, in place of sponsored stories, Facebook is adding social context next to all ads. This will include stories that your Facebook friends have read and pages they have liked. In all reality, it is the same concept as sponsored stories.
Another game changer in Facebook advertising has been the auto-play video ads. The tricky part about advertising through these ads is that they do not have sound unless a user clicks on them, therefore advertisers should strive to get their message across without sound. It has been rumored that the cost of a 15-second auto-play video ad ranges from $1 million to $2.5 million.
Promoted pins are changing the way companies are reaching out to their customers on Pinterest. Pinterest is making promoted pins appear just like any other pin so that they do not become obtrusive to users. However, this can be exceptionally hard since promoted pins blend in seamlessly amongst other pins. As marketers, we have to think of creative ways to posting content to pinners so that our pins appeal to our target market.
Instagram is still testing advertising with a few brands such as Levi’s to gauge users’ feedback. Instagram allows users to hide ads by clicking on the “…” button and encouraging them to provide feedback on why they hid it. Instagram advertising is still managed through an account representative with a minimum buy. Due to the closed nature of current advertising not much is being said on the progress or future of the advertising campaigns. My expectation is that one day Facebook will look for ways to incorporate Instagram ad buys into the current Facebook ad buying platform. However, for now it seems that they will continue to slowly roll out ads and monitor user feedback.
It is important for marketers to stay ahead of the curve on these social advertising trends in 2014. Your competitors will be adapting to these new updates so be sure to explore the different social advertising offerings to maintain a competitive edge.