Digital Dash: Facebook Stories get CTA buttons & more
1. Facebook adds CTA buttons to Stories
Facebook’s incessant hyping of its own Stories product clearly wasn’t just a 2018 thing.
We’re less than two weeks into the new year and there’s already an update to Facebook Stories, this one designed to get more users – specifically brands – on board.
And although it will take a small miracle for Facebook Stories to ever compete with Instagram Stories, I do think the new feature could have real value.
Here’s the announcement: businesses will now be able to add clickable CTA buttons/stickers to Facebook Stories.
Photo: Social Media Today
The future of Facebook Stories remains to be seen; it’s yet to become core to most users’ experience of the platform. But, along with another upcoming improvement – links in Stories (still in testing) – the new buttons might just make more brands sit up and take notice.
2. Discover Weekly, brought to you by Spotify and [insert brand]
Spotify now has 200 million daily active users, and I bet you’d be hard pushed to find many that don’t know or enjoy Discover Weekly.
The personalised playlist, delivered each week to listeners, features around 30 songs tailored to your music preferences.
Until now, brands could reach potential customers (excluding paid subscribers) through Discover Weekly by appearing in the regular ad breaks. But now there’s something even better on offer.
Spotify has announced “Discovery Weekly branded sponsorships”, a new ad product allowing one brand to take over the playlist’s ad breaks for its entire duration. Microsoft is the first company to test it out.
If well executed, this offers a really unique opportunity to build deeper connections with consumers while they are more emotionally engaged than they might otherwise be.
Unfortunately, as confirmed by Spotify and Marketing Land, the ad option doesn’t currently include dynamic targeting of individual listeners. But it has been stressed that content – and how it relates to the playlists in general – does matter.
In the future, I can see these branded sponsorships becoming just as personalised as the music selections themselves. And that would be when things get seriously exciting.
3. Snapchat makes users happier than Facebook or Instagram (note: in a study by Snapchat)
The impact of social media on mental wellbeing is a big topic of conversation right now.
To add to the discussion and insights, Snapchat recently conducted a study of 1,005 app users aged 13-44, looking specifically at the emotional effects of different social media platforms, and behaviour patterns related to each.
As you can see, Snapchat and YouTube were associated with the least negative feelings.
Facebook, Instagram and Twitter’s lists all featured positive words too, but along with more concerning emotions such as “self-conscious”, “isolated” and “anxious”.
In a lot of ways the above results aren’t overly surprising. How a platform makes you feel is heavily related to what you go there for. Out of all the platforms, Snapchat is clearly the most focused on fun.
This was highlighted as the study continued to look more closely at the platforms’ purposes.
What’s most interesting about this is Snapchat is the only platform without any kind of learning purpose. It’s all about users and their friends. The others are clearly used to help people discover on a much broader scale – which might well explain some of the more negative associations.
As pointed out by Social Media Today, it also makes Snapchat seem a less natural fit for brands as opposed to the likes of Facebook, Instagram and Twitter.
You can read the full study here.
4. Get ready to upgrade your product info within Google search
A recent Google study revealed that 56% of smartphone users had purchased from an unexpected brand when they considered the brand helpful.
And to help businesses offer maximum value to consumers at an early stage in the purchase journey, Google is adding a new section on product detail pages, featuring content curated by you.
The idea of this is to enhance product listings and give searchers helpful additional information to increase the chances of snaring their interest.
Photo: Social Media Today
The new feature can be accessed through Google Manufacturer Center and will allow you to:
- Populate your product pages on the Google Shopping property with inspirational and high quality content
- Highlight the product features and capabilities you know your shoppers care about the most
- Build brand equity with shoppers on Google
In initial testing, adding the extra info and imagery resulted in a 10% conversion uplift.
5. You can now publish one Instagram post to multiple accounts – at the same time!
It’s official – Instagram users on iOS will soon be able to post to multiple accounts in just a few taps.
While some users only have one account, others – including lots of businesses and influencers – operate more.
An influencer may have a public rinsta (real Instagram) account and a finsta (fake/second/secret account) too, for example.
A business owner might have a business and a personal account. Or different profiles for different divisions of the company.
The majority of content will likely differ between these but there are times when the same post needs to go out on all accounts. Previously, posting to each individually was annoyingly long-winded for individuals or marketers with 100,000 other things to do.
But now it’s so much easier. Take a look below – as your go through your regular post prep options, you’ll have the ability to simply toggle on any accounts you want the post to go live on.
Photo: Tech Crunch
While this will be useful to some, you should think twice before getting too used to duplicating content.
Whatever the nature of the accounts, there’s a reason you decided to set them up separately in the first place. It’s important that each account remains unique and that everything – from images to hashtags to captions and more – is tailored to the audience and the purpose of the page.