Instagram and Snapchat are two of the most engaging platforms used in influencer marketing campaigns and they’re only going to continue to grow. According to SmartInsights, in 2016 Snapchat was the “only brand to make major gains when compared to 2015,” as it moved from 4% users to 8%.
Instagram held steady at 7%, but remains the most popular social network for passion-focused content. With 600 million monthly active users, its reach is significant. The graph below showcases Snapchat and Instagram’s prominent places in the social network pecking order:
Both companies continue to capitalize on their growth by testing new ad products that, if they stick, will impact the future of advertising in several ways.
Instagram has begun testing video ads inside its Stories section. An extension of parent company Facebook’s “Live Video,” these video ads would allow advertisers the option to serve their ads into live and “formerly live” videos.
These video ad features, known as “mid-roll video,” would appear inside organic stories, bolstering the section created to compete with Snapchat. They will auto-play between different stories and will last anywhere between 5 seconds for a photo or 15 minutes for a video.
Snapchat’s latest additions include deep-linking and web auto-fill. Deep-linking, which will appear in the platform’s between-stories video product Snap Ads during testing, allows consumers to get into a new app from Snapchat by swiping up and tapping a link. That app could be a product page or a music playlist. Deep-linking isn’t new with both Facebook and Instagram having used it for some time. It has long been the wish of ecommerce brands and retention-focused advertisers to give them options for their spend.
The new auto-fill feature will allow viewers to fill out an advertiser’s lead generation form after seeing an ad with a simple tap. To alleviate privacy issues, viewers are asked if they’d like to use the feature every time to protect against opting in to lists accidentally. It isn’t always an easy task to get consumers to spend their time providing personal information. Snapchat is banking on this new feature being a much simpler way for users to complete a form from their mobile device.
Snapchat’s new ad features have the potential to completely change the face of advertising, at least according to eMarketer analyst Yory Wurmser: “Snap’s new features make its advertising platform more amenable to the type of direct response advertising that could make it a social commerce player,” said. “Mobile retail above all is about relevant, compelling images and simplicity.”
Instagram’s new Stories ads have some brands concerned because they may not have control over the type of social videos their ads are attached to. Without that control, they have no say over how or on what their ads appear. One solution to this problem would be utilizing tagging like Facebook Live, where publishers can categorize what they make so brands know what’s in them. While this idea has been discussed, Instagram has not yet decided to use a tag system, but plans to monitor the feedback they receive to determine how and how often the ads will appear.
There are other opportunities for advertisers to capitalize on this unique feature. Instagram will be more engaging than regular in-feed ads, improving the user experience. And, users are more likely to watch the ads and take an action based upon what they’ve experienced.
Snapchat’s new features have the potential to benefit influencers by broadening their relationship with ecommerce brands and retention-focused advertisers. Snapchat’s features could also give marketers and brands a reason to buy Snapchat ads, helping them level the playing field with other social networks for a piece of the social commerce pie. That in turn could result in brands hiring influencers to shoot, creative burst campaigns to showcase a product or service.
Instagram’s Stories ads are tougher to forecast for influencers who create their content. The ads will be inserted in the middle of a video rather than the front, making it more likely to be seen by viewers. However, Instagram will not share revenue created with publishers, offering them no monetary incentive to showcase their work and monetize it.
For more information about Snapchat and Instagram, and how they can be used in influencer campaigns, contact Trending Family today!
It’s a new year, a new decade, and there’s a big new change on YouTube. On January 6, 2020, YouTube began requiring creators to label their channels and videos as “made for kids” if the primary audience for their content is children. Videos that are designated as “made for kids” will no longer support features […]
Trends in social media change almost daily. One that’ll be sticking around — at least for a while — is ephemeral content. This term refers to content that has a limited lifespan or accessibility. More simply put — it disappears. Snapchat was the instigator of this type of content, but we want to focus on […]
Influencer marketing has become an easy and affordable option for advertisers. This type of collaboration can be extremely beneficial for creating the brand awareness your company needs in order to grow. Partnerships with influencers are a great way to promote your product or service. Unlike traditional advertising methods, influencer marketing allows a company to partner […]
Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences. Social media platforms […]
The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]
Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]
Nearly a quarter century ago, Bill Gates declared, “Content is King.” As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]
Mother’s Day is right around the corner and there is no shortage of fantastic influencer marketing campaigns for us to appreciate, analyze, and learn from! Team2Moms + DSW Major holidays like Mother’s Day are a perfect opportunity to establish positive brand connotations without the need for overt product placement. Team2Moms shared a touching post with […]
1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]