With summer on the horizon, advertisers have reason to rejoice as Instagram and LinkedIn roll out new features. In this edition of the Digital Download, we dive into Instagram’s trial of unskippable ads, LinkedIn’s revamped link previews and the latest insights on long-form Instagram Reels. We’ll also uncover how financial services firms are harnessing video content to amplify employee voices, explore case studies and spotlight their philanthropy.?
Social Media and Advertising
- What’s happening: Instagram is testing unskippable ads in users’ feeds. These ads show a countdown timer, preventing users from browsing other content until they view the entire ad. While Instagram hasn't disclosed where the test will run, screenshots show them in users’ feeds during video posts.
- Why it matters: This change aligns with Instagram's shift toward prioritizing video content
with features like Stories and Reels. While Meta indicated this is part of ongoing tests to enhance advertiser value, the response from users has been largely negative, with some threatening to quit the app. From this news, it’s evident that Meta is willing to experiment with the app’s core user experience to make a more favorable environment for advertisers on the platform. For now, advertisers should closely monitor the feature and user sentiment.
- What’s happening: LinkedIn implemented smaller link preview images for organic posts, while keeping full-width previews for sponsored posts (an image of up to 2430 x 4320 pixels). This is part of a change LinkedIn announced
a few months ago, which will eventually result in all organic posts having smaller link preview images, while sponsored posts will retain their current look. The change in image preview size will also come into effect whenever a sponsored post is re-shared as an organic update.
- Why it matters: This update aims to encourage users to engage more with native content rather than external links and increase the use of sponsored ads. The change, intended to keep users on the platform longer, mirrors a similar adjustment
made by X to de-emphasize external links. As LinkedIn rolls out this update, we recommend including the link in the body of the text while uploading a high-quality creative asset (ex: graphic, report, etc.) to prevent resizing. Reducing the use of link previews ensures that content typically shared via external links are amplified in engaging formats within the LinkedIn platform to help boost engagement. Brands should also consider the value of on-platform engagement instead of driving users to a third party site. Conveying messaging directly on LinkedIn has never been more important with this change.
- What’s happening: Instagram’s Creator page clarified its stance
on posting videos longer than 90 seconds, stating that posting longer videos is possible, but they won't be recommended in Explore or the Reels tabs. Instagram has been experimenting with longer Reels options, including 3-minute and 10-minute clips. However, they are not slated to launch as Instagram's research indicates that longer content impacts overall engagement negatively.
- Why it matters: The rationale behind this limitation is presumably based on Instagram's research
indicating user preference for shorter clips. Brands should consider this limitation when deciding to post longer clips, as they may not enjoy the same exposure opportunities as shorter ones. This appetite for short-form (under 90 second) content is also applicable on other platforms, such as LinkedIn and X, as users respond well to short, digestible social-first content. YouTube is a better fit for brands looking to share long-form video content.
To celebrate Pride Month, Jefferies highlighted
the voices of its LGBTQ+ employees, as they defined what “pride” means to them in a video on the company’s LinkedIn page.?
White Oak UK shared
a case study highlighting its partnership with Marval Marine Services, which included a video providing the background, problem, solution and overall success.?
Citi recognized
World Hunger Day on LinkedIn, with a video clip highlighting their partnerships with World Food Programme
and Global Citizen
.?
Founder at Linkmate | Effortless LinkedIn Leads | 7x More Visitors to Your Profile
5 个月New LinkedIn link previews will definitely alter post engagement strategies.
Account Executive, Digital & Integrated Marketing at Prosek Partners | M.S. Candidate at New York University
5 个月Way to go, Esmé Epstein! Already on fire ??