In the quest for market dominance, the top social media platforms have released new toys for brand managers.
Facebook, the social media giant with the biggest market share, is looking to keep users from fleeing the site. One of its promises has been better ad experiences, and the organization is making good on that pledge by allowing users to report organizations that serve poor ad experiences.
If a business receives a lot of negative feedback, Facebook will share that information with the business and suggest ways to improve. If the feedback continues to be negative, Facebook will take action against the company, which includes reducing the number of ads the business is allowed to run. If the company still refuses to make improvements, it could lead to an outright ban on the business from Facebook.
In order to leave feedback about a business you've purchased a product from via Facebook, just go to your "Ads Activity" page. You can find ads you've clicked on and leave a review about your experience.
What could get your business banned from the platform? Anything that annoys customers.
Until now, purchasing some too-good-to-be-true cheap clothes or a weird smartphone case through a Facebook ad usually ends in disappointment, with no way to provide feedback about your new dress shirt that makes you look like a store brand anime character. While Facebook can’t stop you from buying a t-shirt with a few missing stitches, it will now do more to prevent others from following in your footsteps by banning shoddy businesses from selling more and more crap through its platform.
Other social media platforms are trying to attract more advertisers. In the ramped-up battle between Snapchat and Instagram, both platforms are offering new ways for businesses to hawk their wares to users.
Instagram is expanding its shoppable tags program, adding them to “Stories,” the Snapchat lookalike product that allows users to share connected videos and pictures.
It’s a simple addition, but given the success of Stories it’s a potent one for brands that drive sales on the platform.
“With 300M using Instagram Stories every day, people are increasingly finding new products from brands they love,” Instagram said in a press release.
“In a recent survey, Instagrammers said they often watch stories to stay in the-know with brands they’re interested in, get an insider view of products they like, and find out about new products that are relevant to them.”
What will these stickers look like?
The stickers may include the full name of the product or just a shopping bag icon. When you tap the sticker, you'll see an image of the product and an option to "see details." Tap that and it will open a new screen, still within Instagram, that includes product details as well as an option to look at other products featured in the Story. From there, you can tap "view on website" to complete the purchase.
While these new shopping tools certainly add to the convenience of buying jewelry and clothes you like, they will likely increase the amount of time you're spending on the app.
Snapchat is testing new Shoppable Snap Ads, a format it is first using to promote its Spectacles camera sunglasses. Meanwhile, on Tuesday, Instagram brought shopping into Stories, the vertical-video section that was copied from Snapchat. (Instagram developed Stories after Snapchat popularized the video style, which lets people string snippets of film together into a fast-paced narrative, which disappears within 24 hours.)
Brands on Instagram will now be able to drop shopping bag stickers into their Stories and sell products featured in the videos. The stickers had already been available for use on posts in Instagram's main feed, where they also indicate that an item is for sale. Stories is becoming one of the more popular features of Instagram, with 300 million people using it daily, according to the company.
Snapchat has had difficulty wooing new advertisers despite its popularity with younger consumers.
Instagram has been a persistent challenge for Snapchat, because it has access to all of Facebook's resources, co-opts its best features, and undermines its unique proposition with advertisers. Snapchat's ad business is growing—54 percent last quarter year over year to $230 million—only more slowly than some of its investors hoped. It has fewer users, too, 191 million daily users to Instagram's more than 500 million.
[…] Snapchat's new carousel-style shopping ads come on top of new augmented reality ads that also include e-commerce capabilities. Augmented reality is the technology behind the animated lenses that people put on their video selfies for fun.
The changes promise to be beneficial to both brand managers and social media platforms looking to keep users on their sites.
How will you capitalize, PR Daily readers?
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