March Social in Short
While platforms have made significant updates to provide COVID-19 information in real-time, they've also made changes that will affect your business after the virus has subsided.
Get the highlights below, and visit Nomadic Agency's blog for more updates and best practices.
Facebook ad approvals delayed
With Facebook moderators displaced, ad approval is being delayed. Approval for new AR filters has been suspended indefinitely.
Our take: If you are still running campaigns during this time period, we recommend scheduling launch dates at least 3 days in advance to ensure timely approval.
Snapchat Lens Web Builder adds self-serve AR tool
As augmented reality continues to be the norm for social platforms, Snapchat has released a self-serve AR tool through their Ads Manager. Previously, Snapchat Lenses could only be purchased through a partnership with Snapchat. According to Snapchat research, more than 75% of Snapchat users engage with AR daily.
Our take: Don’t sleep on Snapchat. The app, which reaches 86M users in the US, remains an effective tool for reaching younger audiences (53% of 18-24 year olds in the US use the app). Whether you want to drive people to your website, store or app, Snapchat is beneficial in reaching people who may not be on Facebook or Instagram. The AR tool may not provide the direct link to sales that other ads can, but the usage is much higher – lens users open the app 30x per day! If you want to get started, Hootsuite has a great guide on utilizing Snapchat Ads.
LinkedIn Stories are coming
LinkedIn is the latest network to announce the addition of Stories. The tool will encourage companies to connect with potential employees and customers on a more personal level, welcoming them into company culture seamlessly.
Our take: At first glance, it feels like another copy-cat move, with Twitter also announcing their version of stories; however there are many ways to utilize Stories for business. From event coverage to showcasing company culture, LinkedIn Stories will provide companies with a new way to connect with future partners and employees.
TikTok attempts to ease privacy concerns in US
In an effort to ease suspicion, TikTok has announced a new transparency center to be built in Los Angeles, along with US-based content moderators. This comes after hiring former ADP Chief Security Officer Roland Cloutier. After it was released that moderators were told not to promote ‘ugly’ or ‘poor’ users, announcing a US-based team feels like a step in the right direction. Privacy concerns aside, the app continues to grow its user base, expanding beyond Gen-Z.
Our take: We’re still advising clients to be apprehensive about putting ad dollars on TikTok. Though we’ve seen successful branded campaigns, until we can see more from the company on rectifying its privacy concerns, we’re leaving the dance battles at home and ads on other channels.