Social media is a fascinating arena, it harbours a diverse range of audiences and simultaneously provides brands, marketers, advertisers, and creators to engage with the said audiences in a meaningful way. With this, it is essential for brands and creators to use the right tools on these platforms to maximise their presence, popularity, and their public image.
The platforms evolve to enhance user experience, while focusing on satisfying their needs and keeping them engaged. Keeping this in focus, social media and technology giants are always refining the interfaces and features to make them more seamless to users. These updates are aimed at meeting demands for comfort and performance.
On that note, WhatsApp’s ‘chat filters’ feature has now evolved into ‘Lists’, making it easier to filter chats with customisation. Meanwhile, other platforms are making moves to deepen their connections with brands and advertisers. Snapchat and Google, have recently announced partnerships aimed at expanding tools and features that cater advertisers.
To ensure you stay up-to-date Marketing Mind is back with its fortnightly list that covers important updates on these platforms that every brand, marketer, and digital strategist should note.
Snapchat
DoubleVerify (DV), a software platform for digital media measurement, data and analytics, has announced an expanded integration with Snapchat to offer brand safety and suitability measurement. With this, global advertisers can independently authenticate campaign quality and protect brand reputation within Snap’s engaging, user-generated platform.
As per the platform, with this collaboration, Snapchat advertisers will gain-
- Brand Reputation Insights- DV’s brand safety and suitability measurement shows whether digital advertising is aligned with non-objectionable and suitable content, helping to safeguard corporate reputation and preserve brand equity across the platform
- Comprehensive Coverage- DV offers holistic media quality measurement across display and video ad placements on the platform
- Trusted Measurement- Brands can rely on industry-leading, independent, third-party authentication of Snapchat campaigns
Further the company clarified, DV and Snapchat are implementing the technical integration and anticipate the solution will be available to all advertisers.
Going into a little flashback, in September 2019, DV announced the launch of viewability and invalid traffic measurement on Snapchat. This upcoming release will let advertisers leverage DV’s brand safety and suitability measurement globally across all supported languages, the company stated.
The tech giant- Google and Integral Ad Science (IAS), a global media measurement and optimisation platform, announced the launch of IAS Curation with Google Ad Manager. IAS will now offer programmatic buyers a deal-based enrichment pathway designed to curate inventory at the source that meets the benchmarks for advertisers across context, brand safety and viewability while driving better performance, at scale.
The platform stated that IAS Curation will empower advertisers with actionable data to activate avoidance and contextual targeting strategies across media buys at scale for Google Ad Manager. To maximise brand suitability, advertisers are able to consolidate bidding on high quality inventory and precisely target contextually relevant content to drive efficiency for their ad buys. IAS’s predictive science pre-screens pages and categories them, enabling brands to seamlessly identify inventory most desirable while avoiding content that is unsuitable.
Here is what IAS Curation for Google Ad Manager provides global advertisers with-
- Customizable Inventory- Advertisers running programmatic campaigns can now incorporate IAS enrichment to tailor supply before it reaches their buying platform
- Precision Targeting- IAS’s natural language processing-powered contextual classification enables advertisers to target only relevant, quality content so advertisers can avoid content their brand does not align with
- Quality Inventory- With contextual avoidance, brand safety and suitability, and MFA filtration available before it reaches a bidder, advertisers can reduce waste and maximise ROI using AI-driven measurement and optimisation
Let’s dive into Instagram video quality for a moment. Recently, Head of Instagram Adam Mosseri clarified that a video’s popularity on Reels can impact its quality. As per reports, if a Reel gains fame and reaches a larger audience, the video quality may get adjusted.
The reports stated that while this might not be a new piece of information, in a video Mosseri explained that the platform aims to show the “highest-quality video” possible. Pertaining to this, if some content is not watched for a long time, as the vast majority of views are in the beginning, the video’s quality lowers, and vice versa.
In a recent development, LinkedIn has announced that it has simplified the types of “celebrate an occasion” templated posts for the feed. While there are still going to be templates for popular celebrations like- Work Anniversary, Project Launch, and New Position, the platform will remove the less frequently used templates including- Welcome, Award, Appreciation, Graduation, Skill Assessment Badge, Milestone, Celebrate Event, and Product/Service Announcement.
It is to note that the previous posts created with the above-mentioned templates will no longer be accessible or shared on the platform. LinkedIn also clarified that the users will receive an email 30 days prior to the removal, with instructions on how to download the content from their desktop.
Earlier WhatsApp brought ‘chat filters’ as a way to find messages faster, now the feature is evolving into ‘Lists’. With this, users can filter their chats with custom categories of their choice. From making lists of Work, Family, or Friends, Lists can assist the users to focus better and prioritise their messaging. In a fast moving world where we receive many messages each day, the feature can prove to be helpful.
For creating a personalised Lists, users can create and edit lists by tapping on the + in the filter bar at the top of the Chats tab, or edit by long-pressing a list.
