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All Posts In: Social Media

Instagram Adds New Ad Format For Allowing More Creativity

Posted: Friday June 3, 2016 • Category: Social Media

Over time, we are beginning to see more and more similarities between the advertising options available on Facebook and Instagram. Though there are still plenty of differences, one of the biggest similarities are the carousel and video options ad formats. The carousel option allows advertisers to show multiple images within the same ad, whereas the video option allows advertisers to create a more meaningful piece of content. 

 Well, Instagram has recently launched the best of both worlds. The newest Instagram ad format allows advertisers to showcase multiple videos within one placement; Carousel videos. The videos can be up to 60 seconds in length and the placement can hold up to 5 pieces of content. This new platform gives marketers more creative flexibility and helps bring the message to life.
Instagram has 400 million users and 200,000 advertisers. According to eMarketer, nearly 52% of all social network users will use Instagram by 2017. 
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No More Facebook 20% Rule! (Kinda)

Posted: Thursday April 14, 2016 • Category: Social Media

For Facebook marketers, one of the most difficult aspects of using Facebook as an advertising medium is getting your message across in a concise way while following all of Facebook’s guidelines — specifically the 20% rule.

For the past several years, Facebook’s 20% text overlay rule has loomed over advertisers, restricting the amount of text allowed within an image to limit the “spamminess” of ads. We get it. The idea is great; the execution is anything but. With strict guidelines on what counted as text, this rule left advertisers with few options for creative. However, the times, they are a changin’. Facebook has finally made the decision to change the 20% ad image text overlay rule! (Hooray!) 
Now, instead of the Grid Tool that was used to determine the percentage of text overlay in an ad image, there is now a rough visual guide. This means we can’t go all willy-nilly with our Facebook creative, but at least it’s not as strict. The four categories of text overlay are now: OK, Low, Medium, and High.  The OK category typically encompasses images with no text other than a company logo. With a low classification, which is roughly defined as a company logo with some text, your ad reach may be slightly restricted. Images with a medium classification will have an even more restricted reach, and images with high text volume won’t run. 
In addition to the rough guide categories, there are now exceptions to the rule that won’t impact your ad. These exceptions include the following:
Facebook is testing and rolling out the new options gradually, so the changes are not in place for all users quite yet. At the end of the day, you ultimately still want to include as little text as possible on your images and leave the promotional details for the post itself, but at least we now have some breathing room.
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Attention Facebook Administrators!

Posted: Thursday April 7, 2016 • Category: Social Media

 Attention Facebook Administrators! You may have noticed a rather drastic change on your business page this week. You are used to seeing the “use Facebook as page” button in the top right hand corner, however, this week it disappeared! This has made it difficult to have your page engage with other pages, such as liking, commenting, or sharing another page’s post. But never fear, there is still a way! 

On your business’s page, in the left hand column there is now a section called “See Pages Feed.” 
Clicking here will lead you to a new feed of all the pages you follow. But what if you want to like new pages? Don’t worry! At the very top of this feed there is a big green button that says “Like Other Pages.” Type in the page you want your page to like and click save. Or, at the very top of the page, next to where is says “share,” the three little dots lead to a drop down menu with the option to “Like As Your Page.” Simply select the business page you would like to use and click save.
This change means it’s more important than ever before to pay close attention to your actions on Facebook, because the top banner shows your personal account, even though you may be on a page you manage. You will also have the option to choose which account you like or comment as by selecting a different icon on the post. For example, while on a page you manage, by changing the icon back to your personal account, you can comment or like that page’s post as you personally, and not as the page. 
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Facebook Canvas

Posted: Friday March 4, 2016 • Category: Social Media

Facebook has recently introduced a full-screen ad experience that brings products and brands to life on mobile devices. Every year the number of mobile users increases, but at the same time, the difficulty to express a compelling brand or product story via mobile also increases.  

Facebook has developed cutting edge ad placements in the past, including video and carousel images that provide a more creative space to share brands on mobile. However, once the user clicks through, the website is slow to load or not optimized for mobile, thus creating a frustrating experience for the user. Slow load time is the number one reason why people abandon a website.
Facebook took it into its own hands to solve this problem of disconnection. That is why the social network created Facebook Canvas— A new post click, full-screen, immersive mobile ad experience on Facebook that loads instantaneously. A Canvas ad opens from the News Feed to a full-screen experience that incorporates a mix of video, images, text, and call-to-action buttons. 
Several brands have already used the new ad product and have seen tremendous results. Coca-Cola launched a Canvas ad that reached nearly 16 million users and had an average view time of 18 seconds. ASUS saw a 42% increase of ad clicks, and 70% of the people who clicked on the Canvas ad went on to explore the ASUS website. L’Occitane used a Canvas ad to inform users about where their ingredients are sourced from, and they saw an 11% increase in ad recall compared to link ads alone. And finally, people spent an average of 28 seconds exploring Lowe’s Canvas ad about easy home do-it-yourself projects. 
Beautiful, entertaining, engaging, and effective, Facebook’s new Canvas ad platform looks to be a home run. 
To see examples of the Canvas ads mentioned above, click here:
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LinkedIn Faux Pas

Posted: Thursday December 10, 2015 • Category: Social Media

When it comes to business, most professionals understand the importance of networking. An excellent way to network and stay up to date on industry news—without attending lunch and learns every day—is to utilize LinkedIn. LinkedIn is a business-oriented social networking site founded in 2002 that allows business professionals to connect and network with each other, and create and share industry-related information. 

This platform provides numerous ways to connect, share, and grow a network, but just like everything else, with the good comes the bad. There are certain dos and don’ts, should and shouldn’ts to follow in order to get the best out of the platform. Here are a few common faux pas to keep in mind as you work toward establishing your profile and growing your network. 
  1. Profile Photos
    Not having a photo at all, using a random image, or a photo with multiple people is a LinkedIn faux pa. The point of having a profile on LinkedIn is to connect and network. How can someone network with you if they’re not sure it’s you? A headshot image is the best photo to use as your profile picture.
  2. Thanking People
    The thought behind thanking people for posting is to increase engagement, but in reality it looks like you have too much time on your hands, or if you are utilizing automated messages, it looks like you didn’t read the post. Auto responding and liking every single post could send connections the wrong message, and could keep potential employers and future connections from reaching out. Try making a specific comment about something within the article; it will add value and engagement to the post. 
  3. Strange Job Titles
    Fluffy job titles mean nothing to employers or human resources representatives. Profiles and jobs are filed by keywords; if you want your profile to show up under a search for a specific position, use that position, or key elements of a position like “marketing” or “director,” in your profile. “Creative guru,” “head right-brained specialist,” or “chief website wizard” will get you nowhere and could hurt your prospects on a future job.  
  4. Connecting with TopLinked People
    For a while on LinkedIn, the “it” thing was gaining large quantities of connections rather than focusing on quality connections. Connecting with a TopLinked profile, which means that person is connected with thousands of others, doesn’t benefit you, your future employment, or your current business. Less is more. Make meaningful connections instead of collecting numbers. 
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