In this edition of #ICYMI, we look at Instagram’s platform updates and Facebook’s new definition of a ‘click’ that will benefit advertisers (but not before it costs them more!).
Instagram recently made updates to the platform including an updated explore tab that features Trending Tags, Trending Places, curated content and a new Places Search. Trending tags and places will allow users to peruse trending content more easily. For brands, this makes it even more important to push out relevant, interesting content to increase the chances of trending on the platform. Instagram has also updated the Explore page to feature new curated collections that will be updated regularly and feature interesting accounts and places. The company stated this will include content from musicians and extreme athletes to stunning architecture and gorgeous beaches. “The new Explore now surfaces trends as they emerge in real-time, connecting you to events and conversations both near you and around the globe,” the company said.
These updates are being launched in the U.S. first and will roll out globally once the company fine tunes the additions. Stay tuned for updates as they make their way to Canada.
Recently, Facebook announced it has redefined its cost-per-click measurement. Previously, a ‘click’ was literally that – any click that occurred on the platform was counted toward a brand’s click through (and number of clicks) total. According to the platform’s new definition, a click will now only include clicks to websites and apps. No longer will likes, shares and comments be included. This change will help brands better track and assess the money they are investing into Facebook as it will deliver much clearer and more authentic results. Facebook said the reason it decided to make the update was to ensure its ad offerings were “increasingly tailored to helping advertisers meet specific business objectives” and as such it will provide measurements that are “more closely aligned with how advertisers are bidding so they can better optimize their campaigns against their stated goals.”
Although this change will benefit brands, it may also cost them more. Rumour has is that Facebook will increase the cost to advertise on the platform because brands will receive better, more targeted advertising placement with more legitimate and beneficial results.
Let us know what you think about these social media #ICYMIs by leaving a comment below, and stay tuned for more social updates to help you manage your presence on social channels.