November is a deceptively busy month for marketers. Between getting ready for the holidays, putting together special deals around Black Friday and Cyber Monday and trying to plan strategies for the new year, there’s barely time left to check the industry news.
That’s why we put together a list of all the important changes to our favorite social media platforms. Let’s take a look at what went down last month.
Snapchat turns advertiser friendly
Snapchat jumped on the pixel train and introduced the snap pixel. Like the FB pixel, marketers can use it to track conversions, measure the traffic generated by Snapchat ads and understand the impact on their business.
Setting it up is simple. Grab the pixel code and add it to the web page you are tracking, just like you would for Facebook. The pixel will track the actions of users even after they’ve exited the app.
This is the beginning of a new, mature chapter for Snapchat. They redesigned the ad manager, brought all the marketing tools under the same roof and added audience filters. Custom audiences and better insights should also go live in the next couple of months.
This is a huge move, especially for brands with products and services aimed at younger users. We’ll be able to launch ads faster, measure ROI and get really strategic about ads.
And that’s not all! Snapchat also introduced context cards. Advertisers that sponsor specific filters can add a context card. When the user swipes up, the card directs them to an offsite location. This is a great way to drive engagement and easily direct traffic to specific promotions. It reminds me of what Instagram did with Stories and that move has worked out extremely well.
Facebook soars to new ad heights
Facebook introduced two new features that are about to make our lives so much easier: split testing and “Test and Learn.”
Marketers can now run extensive split test and assess different headlines, visual aids and formats. You can test one thing at a time (something I’d recommend) or several different features at the same time.
Excited? This brand new feature is waiting for you inside your Facebook Ads Manager.
Now let’s take a look at “test and learn.” This baby makes it super easy to compare different campaigns and see which ones bring the most conversions so you can keep the winners and improve your marketing strategy.
Twitter upsets everyone…again
Twitter made a historic change this month by increasing their character count from 140 to 280. This was a huge shift and may be the start of something new for Twitter users.
The reception was… interesting. Users just aren’t super sure how to take it. Some love it, others… not so much.
What about marketers? It does give us the chance to craft longer messages. However I’m afraid it could take away from what made Twitter special in the first place. There’s something to be said about brevity. It can force us to think in different, more creative ways. We’ll have to wait and see how this plays out.
Pinterest made codes cool again
Pinterest gave QR codes a unique makeover by launching pincodes. What’s a pincode, you ask? It’s a unique code that brands can generate for their branded boards and profiles and share on ads, packaging or billboards.
Unlike QR codes, these look pretty great. Use them to put together special holiday collections or create specific boards around a new product launch. The possibility are incredible.
Pinterest also added new image search and discovery options through the Lens You Look feature. How does it work? Take a pic of a piece of clothing, add it to text search and then look for cool outfit ideas. It makes getting dressed a lot easier and could be a huge winner for clothing brands and influencer marketing campaigns.
LinkedIn refuses to be left behind
LinkedIn started November strong by introducing a free version of their Sales Navigator for Gmail. The browser extension downloads straight to Chrome and lets you see a contact’s LinkedIn data, making it easier to make a warm connection straight away. This is a brilliant tool for outreach.
Speaking of outreach, the team also introduced a new section to your profile. It’s called career advice and it’s designed to help professionals connect with (or become) mentors.
As more of us work from various places around the globe, this feature can help us build stronger networks with others in our field.
Finally, LinkedIn is making life a little easier for lead gen marketers by introducing lead gen forms in any sponsored InMail campaign.
What are your favorite changes?
November’s been a big month for social media and some of these changes could inform our 2018 strategy. What about you? Are you super excited about specific ones? Let us know!
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