Social Scoop Unplugged #8
Want to stay ahead in the social media game? This week’s Social Scoop Unplugged has you covered! Instagram is launching new digital business cards and WhatsApp stickers for Stories to encourage DMs and enhance brand safety features. TikTok is also improving how it tracks ad effectiveness on real-world sales. Meanwhile, Snapchat is introducing Sponsored Snaps and Promoted Places to expand its advertising options. These updates present a great opportunity for brands to deepen their connections with audiences. Let’s take advantage of these new features!
Instagram Rolls Out Profile Cards
Meet your new, digital business card – the Instagram Profile Card! It’s a customisable, two-sided animated card that lets you showcase your profile with a bit of flair. Each card features your profile pic, bio, links, music, QR code, and a background image you can make your own. Perfect for connecting with new friends, brands, or followers!
Ready to create yours? Just follow these steps:
Access Your Profile Card
• Go to your profile, then tap ‘Share Profile’ at the top of the screen.
• This will open your Profile Card, giving you options to send it to friends via text or download it for sharing on other platforms.
Customise Your Card
• Tap the pencil icon on your profile banner and select ‘Edit Profile’.
• From here, you can update your profile info, add a song to play when the card opens, and even set a background image that suits your vibe.
Share Away!
• Once your Profile Card is ready, it’s super easy to share. Send it directly to friends or post it across platforms to introduce yourself with style!
These new Profile Cards are available globally, so why not give yours a go? They’re perfect for connecting, whether you’re introducing yourself in a group, sharing with brands, or just meeting new friends.
It’s Instagram’s latest way to make connecting even easier, so tap ‘Share Profile’ today and start sharing your IG story with a single swipe!
Instagram’s New WhatsApp Sticker: A Game-Changer for DMs
Instagram’s New WhatsApp Sticker: A Game-Changer for DMs
Instagram is gearing up to launch a new WhatsApp sticker for Stories, designed to help brands spark direct message (DM) conversations with users in the messaging app.
How It Works
The WhatsApp sticker, as shared by Martijn Cales, will encourage DMs by making it easy for businesses that have linked their WhatsApp Business number to their Instagram account. This could be valuable, especially as both WhatsApp and DM interactions continue to rise across various regions.
A Shift in User Behaviour
WhatsApp has seen a significant uptick in usage, particularly in the U.S., as users increasingly opt for private chats over public posts. With the more divisive and performative nature of social media, many are moving away from sharing updates with a wide audience and instead focusing on maintaining closer connections with friends.
This change has transformed social platforms into discovery services, where users find engaging content and then share it through DMs. Instagram’s chief, Adam Mosseri, has noted that people are now sharing far more in DMs and Stories than on their main feeds.
Opportunities for Brands
As this shift in online interaction continues, brands are actively seeking new ways to connect. Meta has indicated that “Click-to-Message” ads are performing well, and this new WhatsApp sticker serves as a free version of that. While it may not reach a wide audience and will only engage existing followers, it offers a fantastic opportunity to align with current trends and meet your audience where they’re already interacting.
Keep an eye out for this feature. It’s definitely worth testing when it becomes more widely available. Currently, Instagram is testing the new WhatsApp sticker with selected users, so we’ll see how this evolves.
Meta Introduces Enhanced Brand Safety Controls
Meta has rolled out some exciting updates aimed at giving brands more control over how their ads appear on Facebook and Instagram. Here’s a breakdown of the key features:
Comment Management Before Publishing:
Advertisers can now deactivate comments on their ads before they go live, choosing between allowing comments or switching them off completely. While this can be helpful during sensitive campaigns, it might also come across as overly cautious.
As Meta explains:
“We understand this functionality can be important for brands when running sensitive campaigns or during periods of heightened sensitivity.”
Ad Placement Controls
Brands can manage where their ads are displayed, including the option to block ads from appearing on specific Instagram and Facebook profiles. This feature helps ensure that ads are aligned with the brand’s identity.
Enhanced Block Lists
Meta is expanding block list options to include third-party created lists for brands working with Meta partners. This allows businesses to exclude specific categories or problematic placements, enhancing their control over ad visibility.
Updates to the Brand Safety and Suitability Centre
The Brand Safety and Suitability Centre is being updated to make it easier for advertisers to manage their ad placements effectively.
These new tools offer valuable options for brands to maintain their image and reach their target audience more effectively. While it’s important to approach these features with care, they can provide significant benefits in managing how promotions are displayed across Meta’s platforms.
TikTok Enhances In-Store Sales Tracking
TikTok is stepping up its game by helping businesses track the real impact of their ads on in-store visits. They’ve teamed up with InMarket, a location data company, to offer a new measurement solution that gives brands better insights into how their online promotions translate into in-store sales.
How It Works
InMarket’s conversion tracking uses a variety of touchpoints to accurately measure in-store visits. This means advertisers can see how their TikTok ads influence actual foot traffic in physical stores.
As TikTok puts it:
A store visit conversion is noted when a user visits a physical store after being exposed to a TikTok ad. This allows advertisers to understand if their specific campaign is leading to incremental visitations post exposure by comparing visitation rates of an exposed group to a group of similar control users.
This essentially provides conversion lift reporting through verified third-party means, giving brands deeper insights into their TikTok campaigns and how effectively they drive in-store visits.
Early Results
Brands that have started using this new process are already seeing positive outcomes. TikTok reports:
“Out of 126 campaigns measured with InMarket, 121 campaigns led to statistically significant lift within the retail and dining categories. For those campaigns measured, TikTok performance was 1.2x higher than the LCI Incremental Lift benchmark.”
It’s clear that TikTok captures attention, and now with this tracking solution, brands can understand the connection between online engagement and offline activity much better.
Alongside this partnership, TikTok has also launched a “Conversion Lift Study” option to measure campaign effectiveness. However, this option doesn’t include the added data assurance from InMarket.
Meta Tests Improved Instagram to Threads Crossposting
Meta is working on better integration between Instagram and Threads, making it easier for you to share your IG content directly to Threads.
What’s New?
According to app researcher Alessandro Paluzzi, the Threads team is looking to add Instagram as a source for your attachments. This means you’ll soon be able to select any of your posts or Reels from your connected Instagram account to share on Threads.
You can see the additional Instagram logo in the composer options, which will bring up an overview of all your IG posts, allowing you to re-share your content effortlessly.
While this connection makes sense, it’s important to consider that what you share on each platform is often quite different. Re-posting everything could annoy followers who see duplicate updates on both platforms.
Data-Driven Decisions
The Threads team likely has data indicating that many users are already sharing their IG posts and Reels to Threads, which is why they’re exploring this option. Earlier this year, Meta tested automated post sharing between Instagram and Threads, allowing users to switch on crossposting for all their IG updates. However, there haven’t been any updates on that test. This new approach could serve as an alternative, rather than just auto-sharing everything.
Why Custom Crossposting Matters
Automatic sharing might seem convenient, but it can feel overwhelming and doesn’t cater to the unique nature of each platform. Here are a few key points to consider:
• Tailored Content: Each platform has its own style; posting the same content can diminish engagement.
• Follower Experience: Duplicate posts can frustrate followers who engage with you on both platforms.
• Strategic Posting: Custom cross-posting allows you to select which content fits best on each platform.
A simplified, custom cross-posting option would be a welcome improvement. It’s still unclear if this feature will replace the previous test or simply complement it.
What’s Next?
Regardless, it looks like we’ll soon have an easier way to cross-post from Instagram to Threads, which could encourage more creators to share their updates on Threads.
Meta has confirmed to TechCrunch that this feature is currently being tested internally, but there’s no timeline for a public launch just yet.
Snap Begins Testing Sponsored Posts and Promoted Places
Snapchat is rolling out some exciting new ad formats: Sponsored Snaps and Promoted Places. These will allow brands to connect with users in more engaging ways right within the app.
What’s New?
After a sneak peek last month, Snap has shared more details about these ad formats. Traditionally, Snapchat’s inbox has been a sacred space free from sponsored content, but with the introduction of “My AI,” Snap is now looking to let brands share promotions directly in your chats.
Sponsored Snaps
While Snap hasn’t provided a visual example yet, here’s what you can expect from Sponsored Snaps:
• Full-Screen Vertical Videos: Marketers can deliver immersive video Snaps straight to your chat inbox.
• Engagement Options: Users can choose to view the Snap and engage by messaging the advertiser or clicking a call-to-action link.
• Differentiation: Sponsored Snaps will be marked with a “Sponsored” tag in your chat list, and they won’t trigger push notifications.
• Unviewed Snaps: If you don’t open a Sponsored Snap, it will eventually disappear from your inbox.
This approach may feel intrusive, but Snap is keen to explore new business opportunities. While advertisers may welcome this direct access to users, it could lead to some backlash from those who prefer a less commercial experience.
Initially, Snap is testing Sponsored Snaps with Disney, before rolling out to more advertisers.
Promoted Places
In addition to Sponsored Snaps, Snap is launching Promoted Places, allowing businesses to showcase their stores on the Snap Map. Here’s what you should know:
• Partner Launches: This feature is kicking off with well-known brands like McDonald’s and Taco Bell, giving them visibility on the map.
• Audience Reach: With over 350 million Snapchatters using the Snap Map each month, Promoted Places will help advertisers connect with local customers.
• Increased Visitation: Snap found that marking Places as “Top Picks” can boost visits by 17.6% for frequent Snapchat users compared to those shown locations without annotations.
This addition is a logical move for Snap’s ad tools and could provide brands with another way to engage with their younger audience.
While both Sponsored Snaps and Promoted Places have great potential, there’s a concern about the over-commercialisation of what is typically a private messaging platform. Many Snap users value the intimacy and privacy of the app, so it’s worth keeping an eye on how these new ad formats will impact user experience.
Stay tuned to see how Snap navigates this shift in advertising and how users respond!
LinkedIn Reports Increase in CEO Activity in the App
LinkedIn is seeing a surge in usage, particularly among C-suite executives, as more professionals turn to the platform to share business updates with a highly engaged audience. This rise can partly be attributed to the recent changes at Twitter (now X), which have shifted professional discussions to other apps.
Key Insights:
According to LinkedIn, there’s been a notable increase in CEO activity:
• C-suite Growth: In the past five years, there’s been a 35% increase in C-suite professionals in the U.S. and a 30% rise in the U.K.
• Post Engagement: Globally, posts from chief executives have increased by 23% year-on-year, receiving four times more engagement than content from other LinkedIn members.
• Follower Increase: CEOs typically see a 39% increase in followers after boosting their posting frequency.
Reasons Behind the Shift:
Many CEOs have previously cited a lack of time for social media engagement, even with pressure from PR teams. However, a few factors may be driving this newfound activity:
• AI Tools: The latest generative AI tools have simplified content creation processes, allowing time-constrained CEOs to generate compelling content more efficiently. They can distil their ideas into easily digestible copy with the help of PR professionals and editors to refine their messaging.
• Ease of Use: More platforms, including LinkedIn, are incorporating AI tools into their posting systems, making it easier for CEOs to express their ideas and join conversations.
While it’s important to note that CEOs aren’t entirely relying on AI tools to represent them, these innovations streamline the content creation process, encouraging more business leaders to engage on the platform.
LinkedIn’s data highlights the growing importance of CEO voices in professional discussions, as they bring valuable insights and influence to the table.
Instagram tests new feature for Instagram Stories, “Memories”, rolling out for selected users.
Instagram is testing a fresh new feature called “Memories” for Instagram Stories! Currently rolling out to select users, this new option lets you revisit memories right in your Stories tab. You’ll see them next to your regular stories, so your memories are just a swipe away when you’re adding new content. Plus, Instagram will suggest related memories as potential highlights while you’re posting, making it super easy to reflect on and share special moments with your followers.
For brands and creators, this feature could be a game-changer. It’s another chance to share those past wins, memorable moments, or behind-the-scenes glimpses that give followers a fuller picture of your journey. Also, having easy access to these memories makes curating your Story Highlights a breeze, offering a way to bring back content your audience may have missed the first time.
While Instagram hasn’t announced a full release yet, it’s a reminder that the platform is constantly looking for ways to help us share more authentic, meaningful content. Keep an eye out for updates on this one – it could be coming to your Stories soon!
That wraps up this week’s Social Scoop Unplugged! 🚀 Remember, the world of social media never stops evolving, and neither should your strategy. Stay curious, keep experimenting, and don’t forget to adapt to these exciting updates as they unfold.
If you’ve found this helpful, share it with your network or drop me a message with your thoughts and feedback. Until next time, keep shining and be creative online!