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In the spotlight today: Pinterest. The news: Advertising reach on Pinterest has never been this high, and in fact, 1 in 2 users is ready to purchase a new product or brand after discovering it on the platform. (Source) The details: Statista notes that as of April 2022, the number of monthly active users (MAU) on Pinterest is 433 million. Although this number is lower than a year ago, there is a reasonable explanation for it. During the global pandemic, the platform’s popularity spiked to a record of 478 million MAU which was marked in Q1 2021. It wasn’t a big surprise as people spent most of their days at home and dived deep into different digital channels, including social media platforms. Pinterest in particular was a winner of the pandemic, as it had been one of the most positive corners of the internet, filled with inspiration. However, with the ease of global restrictions, user behavior started shifting again, towards slightly less daily screentime. In the graph below we marked th
In the spotlight today: Branding and advertising. The news: “Brands that unify their stories experience double-digit growth in sales, candidate applications, and content engagement.” (Source) The details: At the end of March, LinkedIn published an infographic that outlines the relationship between different types of brands, and how their alignment can create tremendous impact. Types of brands discussed are 1) corporate brand, 2) consumer brand, and 3) talent (or employer) brand. Originally, the purpose of each is to influence stakeholders’ perceptions of a business. To be clear, stakeholder focus varies depending on the type of brand. According to LinkedIn, a corporate brand is created and maintained for stakeholders such as investors and influencers; a consumer brand for customers and partners; and a talent brand for employees and candidates. There are a few different scenarios in regards to how brand types are managed. The first and most frequently appearing one is when the three br
Differing consumer emotions between business sectors, and how to leverage them in your ad strategyBlog
In the spotlight today: Customer experience. The news: A Brandwatch research revealed that the top three sectors consumers positively talk about on social media are 1) fashion, 2) entertainment, and 3) hotels; and the three least positively mentioned ones are 1) pharma, 2) energy, and 3) health. (Source) The details: The research studied the second half of last year, between July 1st and December 31st, 2021, and analyzed 140 million public brand mentions on Twitter, Reddit, Instagram, Facebook, and some review sites. Brandwatch made sentiment and emotion analyses to better understand customer experiences in 14 different sectors. The investigated sectors were airlines, automotive, consumer tech, CPG, energy, entertainment, fashion, financial services, food services, health, hotels, pharma, retail, and telecoms. The sentiment analysis gave insights into how the different sectors performed in terms of publicly shared user and customer experiences. While fashion and entertainment significa
Product tagging on Instagram will be available to all users - providing new opportunities for product discoveryNews
In the spotlight today: Instagram. The news: Instagram announced that soon all users will be able to tag products in their posts, starting in the US market first. (Source) The details: With strong social media players like Pinterest and TikTok, the battle for product discovery is quite intense. While TikTok has been the ruler of the discovery game for a while, Instagram seems to be catching up. Product tagging on the platform is not a new feature. It has already been available for businesses and creators for quite some time, however, opening it for all users is a big deal. This expansion is another step towards further eCommerce facilitation, encouraging users to continue shopping online. On Instagram, users will have to tag brands first in their posts, and only then will be able to see the product tagging option. More than one product will be allowed in a single post, and all tagged posts will show up on brands’ profiles. This means social media managers will most likely have extra wo
In the spotlight today: TikTok and social shopping. The news: TikTok’s retail consumer journey is not linear from top to bottom. It's an infinite loop of discovery, consideration, purchase, review, and participation. (Source) The details: By now you already know that content on TikTok stands out from content on any other social media. You know that TikTok’s community is one-of-a-kind as it’s more engaged than users on any other social platform. But did you know that the purchase path on TikTok also differs from the rest of social channels? According to a recent global TikTok study focused on the retail consumer journey, the path to purchase on this platform is not linear. Instead, it’s an infinite loop where users buy products at any stage of the journey. While shopping on other channels usually happens based on a top-to-bottom linear funnel, throughout the TikTok purchase path, consumers often enter, exit, and re-enter at different stages according to their needs. TikTok’s infinite l
In the spotlight today: Metaverse and future advertising. The news: “By 2026, 25% of people will spend at least one hour a day in the metaverse for work, shopping, education, social and/or entertainment.” (Source) The details: A Gartner report from early February predicts that every business consumers interact with on a daily basis will be impacted by the metaverse. Given the speed the concept has been evolving with, this statement will likely become reality. The metaverse can be defined as an immersive virtual reality world with highly customizable 3D experiences. It’s the next step in the world of internet, belonging to today’s Web3 (or Web 3.0) concept. So, besides Mark Zuckerberg’s 3D avatar, what else is in the metaverse? For example, virtual environments such as one called Decentraland. Decentraland is a 3D metaverse game from 2020, where users can buy and sell digital real estate, explore, play and interact with other users. In Decentraland’s digital economy, one can buy online
For those who really crave Leaderboards, and like the Smartly.io vibe If you missed the incredible Smartly.io Wonderland event, you can catch up on the sessions here:https://events.smartly.io/wonderland/sessions And if you want to take the top of the leaderboard somewhere else, then you can try your hand at the Smartly.io game right here:
In the spotlight today: Consumer behavior and brand awareness. The news: “80% of consumers agree brand awareness makes them more likely to buy on social.” (Source) The details: When scrolling through social media feeds filled with content, certain consumer behavior patterns can be noticed. One of them is the likelihood of thumb-stopping at posts published by known brands. Sprout Social’s research revealed when consumers immerse themselves in social scrolling, they’re more likely to purchase from brands they recognize. The report mentioned that among different types of ads, the ones that catch consumers’ attention the most are in-feed and story ads. The results also outlined the top three elements that convince social shoppers, which are 1) user-generated content, 2) seeing the product in action, and 3) pricing information. As a result of global digital growth over the past years, the number of social media users has increased tremendously. In early 2022, We Are Social reported that so
In the spotlight today: Instagram. The news: Sensor Tower’s statistics revealed that in Q4 2021, Instagram earned the badge for the most downloaded app globally. (Source) The details: Is Instagram on the rise again? It could be. In fact, the last quarter of 2021 was one of the app’s best periods since 2014. This win was significant not only for Instagram but for Meta overall. Apparently, the last time any Meta application led the worldwide list of downloaded apps was WhatsApp in Q4 2019. Ever since then it had been TikTok with a single exception of Zoom surpassing the platform in Q2 2020. However, the graph below shows that the difference between Instagram and TikTok downloads was not immensely significant. Overall global app downloads in Q4 2021According to Sensor Tower’s report, while Google Play downloads were led by Instagram; App Store downloads from iPhones and iPads were still ahead with TikTok. Google Play’s most favored apps were Instagram, Facebook and TikTok; and App Store’
In the spotlight today: Sustainability and consumer behavior. The news: According to the latest Business Marketing Research by Meta, in 2022, US consumers look to connect with brands that reflect their values, and they’re willing to pay a premium for eco-friendly or sustainable products. (Source) The details: Among Meta’s sustainability-related trends impacting consumer behavior in the US, the first one is specific to eCommerce. The report says the importance of purpose-driven products has increased since pre pandemic. More precisely, eCommerce social media posts with a sustainability focus received 7.7x more engagement than any other eCommerce content, and consumers are 1.3x more willing to pay extra for eco-friendly products than earlier. This is particularly true for Millennials. With regards to the travel industry, the report concluded that environmentally friendly travel practices enjoy increased attention. In fact, 44% of travelers participating in the Meta survey are willing to
In the spotlight today: Creatives, art, and social advertising. The news: Imagery is important. Every social advertisement is a tiny painting composed with great care, conscious of how brands come across and what message they want to send out. The details: The importance of imagery is certainly not new. Images and paintings have, ever since the beginning of humanity, been an important way of expressing ourselves and our societies. To get some inspiration and better understand the role of imagery today, we turned to some 16th and 17th centuries examples. Below are three key findings relevant to social advertisers. Lesson 1. Realistic representation is everythingIt’s obvious that social advertising today exists to enhance awareness, generate interest, and increase sales, but did you know portraits of the 16th and 17th centuries served similar purposes? More precisely, portraits fulfilled the function of presenting individuals to potential marriage partners. However, a major pitfall of t
In the spotlight today: TikTok and brand awareness. The news: “Abercrombie & Fitch is using TikTok to reintroduce the brand to millennial and Gen Z consumers.” (Source) The details: Abercrombie & Fitch has been going through a massive transformation since 2017. Originally, ANF was designed to be a brand for “cool” teenagers who weren’t “overweight or unattractive” as per their former CEO’s branding, however, unsurprisingly, that concept didn’t resonate with consumers. With a new CEO on board, they’ve managed to modernize their brand to be more inclusive. They’ve expanded their product offerings to serve a wider range of consumers in age and size, starting from 5 years (Abercrombie Kids) to 30+. They’ve left their size-exclusivity behind, and instead, become an inclusive clothing brand by increasing their sizings to fit consumers on a broader scale. Transformations are never easy, especially when your brand has a 130-year legacy behind it. However, the transformation itself wa
In the spotlight today: eCommerce and customer experience. The news: A recent Emplifi report focusing on the US and the UK markets revealed that one in six shoppers walk away from purchase due to bad customer experience. (Source) The details: Nearly 20% of both US and UK survey respondents indicated they usually (if not always) abandon their shopping carts when they face poor purchase experience. When combining this rate with those respondents who marked “sometimes” for the same scenario, the US rate gets elevated to 52%, and the UK one to 59%. As the data shows, even a single occasion of negative shopping experience comes with a high probability of losing potential future customers. Here’s how to #WorkSmartly: Simply put, this is a reminder for all advertisers that collaboration across teams is inevitable for success. While performance marketers can create and manage mind-blowing ad campaigns, for buyers to complete their purchase after clicking an ad, they should also be provided w
Let’s get started! What better way than a round of introductions. My name is Frank, or at least that’s the name I was given by the Smartly.io Community Team when they created me. When you see me responding to a topic in the community you know its a Smartly reply. To be honest if you see anyone with the Smartly icon next to their profile pic it should be safe to assume you’re talking to someone from Smartly.io.It is still early days for the community so I’m yet to create a real personality for myself, but I hope I can be a good ambassador of our brand. In theory though the less you see me the better the community is working - at least in the long run - since the goal is for members to interact. Rest assured though I’ll do my best to ensure questions get the answer they deserve.If you ever have issues with the way the community works you can reach out to the community team by replying to any email, or sending one to email@example.com. Your turn now!
In the spotlight today: Facebook Reels. The news: In addition to the US, Canada, Mexico, and India, Meta made Facebook Reels available for 150 additional countries. (Source) The details: Originally, Reels first appeared on Instagram to join the competition of short-form video content that TikTok has created over the past couple of years. It was a strategic move from Meta, however, at the time, Instagram Reels didn’t provide a large number of functionalities compared to TikTok. Today, the case of Facebook Reels is somewhat different. Meta now offers more built-in creative tools and features such as the remix functionality, a green screen background for selfie videos, a clipping tool, an extensive effect gallery, or the functionality for adding drafts. Although neither Instagram Reels nor Facebook Reels have a TikTok-like For You page, they do provide a reels collection feed where users can swipe up and down to see more content. On a similar note, there is no such feat as TikTok’s Discov
In the spotlight today: Social commerce and consumer behavior. The news: In 2022, consumers are shopping through social platforms where they feel the most comfortable, and seeing targeted ads is the most common way for them to find the perfect product. (Source) The details: Let’s dig in the platform statement. Which social platform brings the best social advertising results? Meta, Instagram, Pinterest, Snap, TikTok, YouTube or something else? — We all know the answer to this question depends on a number of factors, including target audience, for instance. When looking at audience age group as a metric, based on a US consumer research from late 2021, the following can be concluded. Consumers aged 18-24 prefer shopping on Instagram, TikTok and Snap Consumers aged 25-40 prefer shopping on Reddit and WhatsApp Consumers aged 41-56 prefer shopping on Pinterest Consumers aged 57-75 prefer shopping on Meta When it comes to the best ways to finding perfect product matches, having targe
In the spotlight today: Community. The news: It’s official: we’re here for you. Welcome to the Smartly.io Social Advertising Community! The details: We’ve created this space for you to collaborate with other Smartly.io users, discuss industry topics you care about, and supercharge your Smartly.io knowledge with fellow social advertising thought leaders. To make your community experience not only insightful but also fun, we’ve included a gamification aspect that allows you to earn badges and climb the leaderboard. The more active you are in the community, the more you can expect to be rewarded. Here you can stay up to date on all the latest advertising news, industry trends, and conversations with your peers to boost your social advertising strategy. With the Smartly.io Community, our goal is to grow your expertise and expand your network by creating a space where everyone can help one another, bring out the best of our social advertising work, and thrive together. Here’s how to #WorkS
The Smartly.io Community is in Beta Stage We’re opening the doors to a few select customers with an introduction session presenting the concept and uses of our new platform. We hope the most interested of customers will join to provide feedback and suggestions about this addition.During this stage the community platform as a whole is still not accessible or visible to anyone outside of registered members or invited customers via a dedicated link. Live stage is now planned for mid February, and will open the doors all customers who choose to join.
The Smartly.io Community is in Alpha stage We’re still working on the community platform to get it ready for our customers to discover. During this stage the community platform as a whole is not accessible or visible to anyone outside of registered members. Current members include only Smartly.io staff for now, who have elevated access rights on the platform. Beta stage is now planned for early January, and will open the doors to a few select customers.
So you’re a part of shaping the Smartly.io Social Advertising community. Here is where to do it! This article will only allow replies for the duration of the trial and we will do our very best to take into account the opinion of all our dear customers who choose to participate and take the time to provide this much valued input!
If you’re new to the Smartly.io Social Advertising Community, you will see plenty of icons and badges floating around. They all have their uses and meanings, and this article will help you make sense of them all.Profile Icons You might have noticed that some people have different small icons appearing in the left bottom corner of their profile pictures. These represent user roles and are not controlled directly by members. Our staff gets the Smartly.io bolt, and customers get a bright star. This means you can easily spot Smartly.io employees (aka Smartlies) and fellow customers. Here is an example of a customer, Leon: Ranks Besides people’s usernames, you’ll also notice taglines like “Just Browsing Member”, “Curious Member”, “Power Member”, or something similar. For example, our customer, Leon is a “Helpful Member”. These taglines are members’ ranks that can change over time; or based on individual engagement within the community. You’ll also see a progress bar that will appear after a
Most people have something worth sharing, know yours? We want to hear your views on Social Advertising, and we want you to be heard by your peers. To do this it couldn’t be simpler:Reply to this article with a simple short form pitch of your topic We get in touch with you over PM to agree on the details You get an editorial review, and proof reader feedback You become a published author of the community Community Author Ready, set, write!
Feedback is a tool for continuous learning Feedback is something all Smartlies embrace - it's a critical part of our culture and possibly a result of the company's Finnish origins. (Check out radical candor, I strongly recommend the book).We've all wished at some point to know what people think of our work, and by asking for feedback, you'll gain valuable insights that help you learn and improve. However, it's not always easy to ask for feedback, and giving and receiving is an art and a great segue for the recent Instagram announcement: The Instagram NewsIf I ask you to express happiness, you'll smile at me. If I ask you for sadness, you'll frown. If I ask for excitement, you'll jump up and down; but you'll shake your hands if I ask you for frustration. Well, with the latest release of Instagram (IOS and Android but only in the US for now), shaking your phone will bring up a prompt suggesting you report a problem you are facing with the app. Simple but brilliant. The natural interface
Extending the way Smartly.io helps social advertisers reach their goals. At Smartly.io, our goal is to become a trusted partner with the leading social advertisers of today and tomorrow by providing them with the means to stay in touch with the latest news, trends, skills, events, connections, and much more. Therefore, we want to think outside the box to make sure we create the best user experience for our members - regardless is you are a customer or not. Once a member, you'll get to keep your hard-earned badges, certificates, connections, and conversations. To achieve this, we've added a field for you to add a secondary email address in a simple text field without any checks. Until we believe you no longer have access to your original email address, nothing will be done with it.This means adding a personal address for our customers, as you'll need to have your professional address registered to use the Smartly.io SSO login and hence recognized as a customer within the platform.For in
New to the community? Here is everything you need to know! We’ve created this space for social advertisers to connect with other industry experts, ask questions, read about timely advertising news, and find solutions to any social advertising challenges. However, we don't want to overwhelm our community members with categories and sub-categories, so we're starting simple. The different content types you'll find here:Articles: News and updates about the topic of social advertising, created by the Smartly.io Community Team. Q&As: Anyone can ask a question, and anyone can reply and help in finding a correct answer. Discussions: Just like with Q&As, all community members can start a discussion with the goal of spurring an ongoing conversation. How are things broken down?To keep things simple, we’ve added only four menu points to the top bar.Community Forums: You’ll find all recently active posts, and a shortcut to the Discussions and Q&As parts to browse through posted questio
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