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Pinterest is the top social network for finding and shopping for products among US users.* So it’s no surprise that after their IPO announcement, Pinterest is expanding their lower funnel ad offerings to support shopping intent. Shortly before the announcement in March, the visual search platform rolled out their new shopping objective, catalog functionality, and shopping ads, making it easier for you to directly grow online sales from Pinterest advertising. As a refresher, the shopping objective promotes dynamic shopping pins that use a catalog, which pulls information from your website such as product name, price, description, and availability. To learn more about these offerings, check out “3 New Features to Help You Achieve Online Sales on Pinterest” on the Ignite blog.

Pinterest also recently unveiled the website conversion objective, making it easier to drive actions to your website. With this new ad objective, you can optimize for a conversion event such as Add to Cart, select from a variety of attribution windows that look at days after click, engagement, or view (30/30/1, 7/7/1, 7/0/0, 1/1/1, or 1/0/0), and set a target cost for average cost-per-action. This is a big change for Pinterest, as the lower funnel traffic objective previously only allowed advertisers to optimize for clicks. Optimizing for desired conversions will let you reach those qualified users who are more likely to convert. To use this optimization, the Pinterest Tag and events will need to be implemented on your site. Add the base code to every page on your site and event codes on the pages you want to track specific conversions. Having these in place will also allow you to track actions from your media buy and create custom and lookalike audiences of those who visited your website.

Custom audiences are very important when running your lower funnel campaign, as these users are more likely to convert than broad audiences. Check out “Content for the Customer Journey – Phase III: Conversion” on the Ignite blog to learn more about building and using these audiences. Lastly, with this objective, you’ll be able to utilize standard promoted pin, promoted video, and carousel ad units for driving conversions on your site.

Now with the IPO out of the way, we expect to see Pinterest work aggressively at securing ad dollars to increase revenue. It’ll be interesting to see how they will build up their lower funnel ad offerings to support shopping intent on the platform. We’ll be sure to keep an eye out for their newest features and share our insights on the best ways to use them.

Looking to develop a paid strategy to increase your sales from Pinterest? We’d love to chat.

*Source: Cowen and Company, “Facebook: US Ad Buyer Survey and Consumer Survey Highlights; Model Update,” Jan 10, 2019

The post Pinterest Shopping Intent – What the IPO Means for this Network appeared first on Ignite Social Media Agency.

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Social Media is challenging to figure out. Coming up with ideas for content that works on all your channels is a tough task, so when you finally have an image that you are proud to post, it would seem that the next step would be to go ahead and post it. However, one of the key things that you should keep in mind is properly sizing your images for social media. If you want your content to perform effectively, you must keep your eyes on the size!

Recently, Facebook has begun to allow advertisers to create image link ads on Facebook with a 1:1 aspect ratio (square). This recommendation is based on testing that showed a higher amount of people clicking through, and a higher conversion rate for 1:1 photos than the previous landscape ratio. It’s not difficult to see the benefits of square photos over landscape, as square photos fill up more space on timelines, helping to grab attention. Instagram also uses the square ratio, but Instagram even has an ideal width of 1080 pixels. Any smaller, and your image may end up pixelated when Instagram enlarges it.

While 1:1 are the ideal look for Facebook and Instagram, Twitter still recommends a 16:9 ratio, as does LinkedIn. However, with the findings in support of square imaging, it may only be a matter of time until all social channels adopt the same ideas to help advertisers be uniform across all their channels.

Properly sizing your creative is just one of the ways to make your content more effective. For more content tips, we have other post you can reference or reach out to us for any of your social media questions!

The post Social Media Images – Keep Your Eyes on the Size appeared first on Ignite Social Media Agency.

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Facebook Groups bring together people with shared likes and interests, allowing them to engage in a smaller, more private space. This isn’t a new feature – it’s actually been around for a while – but new updates announced during the F8 conference look to put Facebook Groups front-and-center on the social platform.

A new Facebook layout is among the updates announced during the conference and helps bring Groups into the spotlight with a redesigned tab. The new Groups tab will be located in the top center of the platform. Within the tab, you’ll find a new personalized feed that includes the activities of all of your groups while also helping you discover new groups based on improved recommendations. This update has the potential to bring more attention to Groups and add to the hundreds of millions that already belong to Groups.

Facebook is also making it easier to participate with your Groups. Not only will you see more content from them in your News Feed, but you’ll be able to share content with the groups you’re in – just like you would with your friends. This could be very beneficial for brands.  If one of your brand posts was shared within a group of people with similar interests, those who may not follow the brand could see it, potentially leading to more brand awareness.

While there are key strategies every Group can take advantage of, strategies are not one-size-fits-all. To help Groups tailor their content, Facebook has included updates designed with specific groups in mind. For example, employers in Job groups will get a new template to post job openings, members of Heath Support groups will be able to post anonymously, and members of Gaming Groups will see a new chat feature that allows different threads for different topics. Facebook is also looking at ways to improve the Facebook Live shopping experience in Buy and Sell groups.

With all these updates, Groups could gain even more popularity for personal use and brands alike. Want to learn more about Facebook Groups and how to use them? Reach out to us!

The post What’s New with Facebook Groups appeared first on Ignite Social Media Agency.

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It’s a significant outlay of money to gain a new customer so it’s often more beneficial to keep the ones you already have.  The loyalty phase of the customer journey keeps your best customers coming back for more.  They may also refer your brand to friends and family; an extremely efficient way to add new customers into the funnel.  Paid social media is one way to give attention to this most-deserving audience to maintain what has become an important business relationship.  Here are some ways to use paid social to reach your loyal customers and impact your bottom line:

  • Cross-sell products and/or services.  Basically, sell more stuff.   For instance, if a customer purchases an amazing set of earrings and there are more pieces to the set, you can market the remaining pieces such as the bracelet, ring, and necklace.
  • Upsell products and/or services.  Have an upgrade available or a version with more bells and whistles?  This is a good opportunity to see if a satisfied customer is ready to step up their game!
  • Reward them.  Don’t let them forget how important they are to you.   One way to do this is to reward them with special deals, gift cards, exclusive events, and/or other meaningful ways to show how important they are to your business.
  • Collect positive reviews.  A positive review of a product or service can help convert a shopper in the consideration phase.   Asking your loyal customers to provide reviews or recommendations goes a long way, especially since many users count on them when making a purchase decision.
Building your audiences:

It’s important to employ a few pieces of technology into audience targeting during the loyalty phase.  We’ve mentioned using the pixel data in many of our blog posts as it’s a critical piece to leverage when constructing your targeting strategy.   For the best results, be sure events are tracked (note: avoid using automatic events).  With the pixel in place and firing correctly, you can create custom loyalty audiences and market to them accordingly.  Here are just a few examples.

  • Audiences that spend certain currency ranges.   If the average cart size is $50 and you have a customer that spent $20, there might be an opportunity to increase their overall spend by offering meaningful suggestions of other products or services.   Conversely, if someone has purchased well above the average cart size, let’s say $250 in this example, this might be a good opportunity to reward them.
  • Audiences that purchased specific products/services.  What if you have learned from customer behavior that if someone purchased Y, they’d be inclined to purchase Z?  Let’s say you sell outdoor furniture and if you sell a couch, you can almost always sell a fire bit in the same line.   Here’s a great opportunity to cross-sell the fire pit to the couch audience.  
  • Audiences that haven’t purchased recently.  Has it been a while since someone purchased from you?  Maybe it’s time to remind them of your value prop or maybe you have a new line to sell.   It could also be that it’s time for a replacement or refill.  All good use cases to use paid to target based on your unique purchase cycle data. 

In addition, or instead of a pixel, you may have email addresses and/or other pieces of contact data such as phone number to do a match.  The data is always hashed (so it won’t give away any personal information, same goes for the pixel).   If CRM data is available and to the extent it can be segmented, you can create audiences similar to the ones listed above … and then some.    

The other audience that you shouldn’t ignore are those connected to your social pages.  These are your social fans and followers.  They took time to connect with you and may see your organic content through their feeds so be sure and pay some special attention to them.   Rewards and exclusive offers or even unique experiences are just one way to express their importance to your brand and help solidify your relationship.

Using your audiences:

To get the most of audiences during the loyalty phase, use objectives such as reach and website conversion.  Steer away from awareness, unless you are introducing a new product or services.  Focusing on engagement may limit your reach, so stick with reach to get to the most loyal customers you can from your finite set. 

Like re-targeting audiences, loyalty audiences require some special care.  Here’s a few best practices to keep top-of-mind when using paid social to target to this unique group:

  • Pay attention to your frequency.  This is likely not an awareness play be sure you have a frequency that leads to the desired behavior but doesn’t hit a point of diminishing returns. 
  • Apply the right content approach.  Do not blanket a general message to this group.  Each audience likely supports a specific purpose so make sure that you are thinking through your marketing communications strategy and asking for the right call-to-action.
  • Keep your data well-organized.  These audiences are dynamic.   Be sure that you are updating your data and creating a naming system that keeps the data current and makes swapping out audiences a breeze.  It will take you some time up front to plan it out but will save more time than that (plus some) in the end.
  • Watch your budgets.  These audiences might be relatively small in some cases so don’t feel like it requires the same lofty dollars that might be needed for campaigns in other phases of the journey. 
  • Turn on conversion lift studies:  Are you wanting to know how well your efforts paid off?  It’s getting much easier to run conversion lift studies to show how exposure to your content impacted marketing events from your audience when compared to a control group.

You are up-to-speed on the benefits and ways to use paid social audience targeting during the loyalty phase of the customer journey.

Curious how we can put our content creation methodology to work for your brand? Let’s get the conversation started.

The post Social Ad Targeting to Address the Customer Journey – Phase IV : Loyalty Targeting appeared first on Ignite Social Media Agency.

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This week, Facebook held its annual developers conference to announce the road map for their suite of products and platforms. The predominant message from Mark Zuckerberg’s opening keynote: “the future is private.” The focus of the F8 announcements supported this statement and how Facebook is building a more privacy-focused social platform. With this direction, there was an emphasis on Groups, Messenger, and WhatsApp. Additionally, Facebook is rebuilding their infrastructure to support their privacy vision. Zuckerberg outlined six key areas that they are incorporating into their products: 1) Private interactions 2) End-to-end encryptions 3) Reduce permanence 4) Safety 5) Interoperability 6) Secure data storage

Snapshot of the Updates

App Redesign & Focus on Groups

You may have already noticed that your Facebook app looks different. The platform has already started pushing updates live and moving to a cleaner look (white background) and a layout that is similar to their mobile app. The redesign, called FB5, is also prioritizing a focus on your communities and groups. The new Groups tab will now show a personalized feed of activity across all the groups you’re a member of and recommend similar groups based on your interests. Facebook will be showing more Group content in News Feeds (hinting at a probable algorithm tweak). Facebook is also introducing an opt-in ‘Meet New Friends’ feature which aims to help people start friendships with members of their shared communities and expanding Facebook Dating.

              New Tools for Groups

  • Health support—members can post questions and share information anonymously
  • Job groups—will have a new template for employers to share job posts
  • Buy & sell groups—let buyers easily ask questions and place orders without leaving a Facebook live broadcast

Messenger

Messenger is an important part of Facebook’s move to more private communication. Facebook announced several updates to Messenger to be fast, reliable, and secure:

  • Faster and more reliable experience—Facebook is rebuilding Messenger to be 2x faster and 7x smaller than other leading messaging platforms.
  • Desktop App—a downloadable desktop app for Windows &  Macs will be available later this year which could create a better experience for community managers responding to direct messages.
  • Connecting with close friends—there will be a dedicated space to share messages and Stories with close friends and families. This is similar to what Instagram has recently rolled out, as well.
  • Lead Generation Templates—businesses can easily create an ad that drives people from their News feed to a Messenger chat with an automated question and answer flow. They are also testing a booking feature that will integrate with a business’s calendar, so users can book open time slots.

WhatsApp

The most important update regarding WhatsApp is a product catalog for WhatsApp Business. The catalog will allow consumers to easily see what is available from a brand. This is especially important for small businesses that may not have a web presence. WhatsApp also touched on Status being even more popular than Instagram Stories and Payments being as easy as sharing a photo.

Instagram

There were several big announcements for Instagram around connecting people with their interests, improving safety, and the future of shopping. They are also testing a new profile design that would make follower count less prominent and making like counts on content private.

Connecting People with their Interests

Instagram is updating their camera. They are adding a Create Mode, which will enable people to share without a photo or video and more easily access creative tools and interactive stickers. They are also introducing a donation sticker through Stories to create fundraisers around causes you care about. They clarify that 100% of the money raised on Instagram will go to the non-profit you are supporting.

Improving Safety

Instagram is trying to address bullying more broadly. They are testing comment filters, an away mode to opt-out of Instagram during sensitive times and additional safety features to improve.

Future of Shopping

One of the biggest announcements was the ability to shop from creators. Starting next week, you will be able to tap on the images posted by creators and check out directly on Instagram. This functionality will begin with a small group and expand, just like Instagram’s check out feature.


Image source: Social Media Today

They also announced the ability for users to discover shoppable posts within the Explore page on Instagram.

Artificial Intelligence

Many of Facebook’s products are powered by AI. AI helps proactively detect harmful content and aims to keep the platforms safe. Facebook has made strides, but still has a way to go in terms of natural language processing. They have a new approach, called Panoptic FPN, to use AI to better understand context in the background of photos.

Facebook is also working to reduce bias with AI. They are working on guidelines for inclusivity on dimensions such as skin tone, age and gender presentation and for voice, they include dialect, age and gender.

AR/VR

When it comes to AR/VR, Facebook is building technology around how we naturally interact with people. Since last year’s F8, more than 1 billion people have used AR features on Facebook, Messenger, Instagram and Portal. Portal will have new functionality and be expanding to additional countries. The new Spark AR studio will support both Windows and Mac and they will be opening the Spark AR creator and developer ecosystem on Instagram. Facebook is also weaving in their inclusive AI process into AR and VR with lifelike avatars.

Finally, Facebook announced and started taking pre-orders on two new virtual reality headsets, the Oculus Quest and the Oculus Rift S.

Implications for Brands

  • Groups will become more important: With the redesign and likely algorithm updates, Groups are going to be prioritized within Facebook. More brands may create Facebook Groups to build and foster a community that was once happening on their pages. Groups can be activated around product/program launches, events, exclusive content and gather feedback from users.
    • Brand Implication: Start considering the role groups play for your brand, and whether creating one makes sense.

  • Instagram is the new shopping channel: It’s clear that Facebook is putting bets on Instagram to become a shopping/direct eCommerce channel. However, with Instagram charging a transaction fee for this frictionless experience, brand’s will individually need to determine whether utilizing these features will be in their best interest.
    • Brand Implication: Since this feature isn’t widely available yet, it’s a good idea to continue crafting content that could be used for future shoppable posts. Getting your channel in shape now will put you in a good position to test the effectiveness of the check-out feature when it becomes more widely available.

  • Messenger will be a bigger focus: With Facebook rebuilding Messenger, we anticipate them pushing this platform hard for brands. The new desktop app and improved speed and reliability is good news for community managers and customer service representatives. Once out of beta, the lead generation templates in Messenger are  worth testing as it allows for a simple Q&A to get better insight on what customers are looking for.
    • Brand Implication: Keep an eye out for testing opportunities on Messenger. With Facebook offering even more ad placement opportunities on this channel, brands may be rewarded for testing and learning on this channel.

  • Stories are the priority: Instagram’s new camera and Create Mode and Facebook’s redesign shows they are prioritizing this content type over the news feed. Stories should be a part of your regular cadence at this point. The Create Mode will take some of the pressure off content creators to start a Story with an image or video. However, these new interactive features mean that brands will need to step up their story game in order to stand out.
    • Brand Implication: Take another look at the cadence of Story content for your brand and look to integrate the Create mode.

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The post Strategy Note: Facebook F8 2019 appeared first on Ignite Social Media Agency.

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Paid media is great for funneling potential customers from awareness to consideration, but how can you get those people to convert? The answer is paid media! Using lead conversion targeting, you’ll be able to reach users who’ve expressed interest in your business or product, but did not complete a specific action on your site. Here’s what you need to know about building and using these audiences in this last phase of the journey.

Building your audiences:

Using the data captured by pixel tracking, you can build audiences based on users who visited specific pages, spent a certain percentage of time on your site, or completed a specific action- such as add to cart or initiate checkout. In this phase of the customer journey, it’s important to use exclusion targeting to target users who’ve dropped off. For example, to reach users who added a product to the shopping cart, but did not purchase, your audience should include users who added to cart and exclude users who purchased. To maximize your reach with potential customers and allow for optimization among targets, create a mix of audiences of those in the consideration phase.

Using your audiences:

To get the most conversions out of your newly created audiences, use the website conversion ad objective. This will allow you to reach and optimize toward users who are likely to complete a specific action on your site. To learn more about this objective, check out Using Your Budget to Drive Sales on Facebook and Instagram.

Since these audiences of highly qualified users will be quite small, there are a few things to remember when using these audiences in your campaign:

  • When creating your ad set, steer away from applying too many targeting restrictions- such as location, age, gender, or interests. These additional parameters will limit your reach and may put you at risk of not reaching a qualified user who is outside of the parameters.
  • To prevent overlap among your audiences, apply audience exclusions, so you’re spending your budget on users in one target and not the other.
  • Lastly, when determining how much of your budget to allocate to these targets, keep in mind that since your audiences are small, you may have difficulty spending a large budget. Using a mix of audiences should help you spend your budget, but not much budget is required to reach these audiences in the conversion phase.

Now that you know how to create and use re-targeting to move users to the last phase of the customer journey, you can start building your campaign to drive those conversions.

Curious how we can put our content creation methodology to work for your brand? Let’s get the conversation started.

The post Social Ad Targeting to Address the Customer Journey – Phase III: Lead Conversion appeared first on Ignite Social Media Agency.

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Did you read our series on how to create content for the customer journey? If not, read that first! You can check it out here. Creating content with each stage of the customer journey in mind is important, but it’s also vital to consider how social impacts the customer journey.

At first glance, it seems fairly easy – market your product or brand so that people see it and buy it. While we all wish it was that simple, we know it’s not. There are so many other factors to take into consideration when evaluating where to focus your efforts. Let’s dive a little deeper into the ways social impacts the customer journey.

  1. Awareness – The first step in the customer journey is awareness. Social can play an incredibly important role here. In order to get the most eyes on your content, utilize paid media. Putting money behind your posts ensures you are reaching more people than you were organically.
  2. Research – Studies have shown that a majority of consumers use social media as a way to research products. They look for video reviews to actually see the products in action. Create videos of your products! Make the content that your audience is looking for.
  3. Purchase – There are ways you can directly tie your sales to socially attributed traffic. Install a pixel on your brand’s website and track purchases, so that you can see where your consumers are coming from.
  4. Loyalty – This is the step that marketers often skip over. If you leverage it properly, social can help you not only attract new consumers, but retain them. How can you gain that loyalty? Share information and create content that your audience wants to see. They will go looking for it, so it’s up to your team to ensure that it’s there.
  5. Advocacy – Advocacy is another step that is often skipped. We would argue that it’s just as important as every single other step, even purchase. Cultivating a group of consumers that will not only buy your product, but tell others to buy it, is the end goal of almost every marketing action.

In short, social media has and will always play a vital role in the journey your customers go through. It’s up to you to think strategically in order to make that journey easier on them.

Want help figuring out how to optimize your social media to fit into the customer journey? Give us a call!

The post 5 Key Ways Social Media Impacts the Customer Journey appeared first on Ignite Social Media Agency.

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After casting a wide net to reach the largest addressable audience for your brand with broad targeting, it’s time to start narrowing your audience to those with a higher propensity to convert. To push users further through the purchase funnel- from awareness into the consideration phase- you’ll need to implement qualified targeting for the customer journey.  

What is Qualified Targeting?

Targeting qualified users means that you are reducing the scope of your audience to those who are more likely to show interest in your brand and convert. This is the section of the customer journey that takes the audience from the awareness phase into the consideration phase. They are aware of your brand and currently in the research process, determining if your product will be their next purchase or if a competitor will win them over. It is at this point you are priming your audience with information about your product or service so that when they are ready to convert, they will do so with your brand.

Building Qualified Audiences:

There are several methods for developing qualified audiences that you can leverage when trying to sharpen your focus and encourage potential customers further down the path. Here are a few ways to get started with building qualified audience targets for your brand’s customer journey:

  1. Interest Targeting – Create audiences that fit within your target demographic, but limited to users who have expressed interest in topics or activities relevant to your brand. For example, if you are a tourism brand, create an audience of users who have been identified as frequent travelers.
  2. Competitor Targeting – Create an audience to target users who are fans/followers of competitors. By liking/following a competitor’s page they have already expressed that they are a current consumer or are currently researching within your brand’s vertical.
  3. Engaged Audiences – Build audiences that include people that have engaged with your ads. Users within this target have expressed awareness and interest in your brand and are likely ready to go a bit further down the funnel. This is a great way to identify and build a target around people who engaged with your broader awareness content.
  4. Lookalike Targeting – Lookalike (https://www.facebook.com/business/help/465262276878947) targeting is a great way to build a wider qualified audience based on existing social user information. Lookalike audiences take information you have collected about a current audience – such as users who visit your website tracked via pixel implementation or users in your email database – and build a larger profile of users similar to those who are already customers or are behaving in a way that is indicative of consideration. For example, you might want to create a more general lookalike audience for users who visit your website. This will cast a wider net, but as you’re trying to whittle down your audience to more qualified customers, consider creating a lookalike audience based on people who view a specific page on your website that indicates they are currently in the consideration phase like a FAQ page or “About Us” section.

Don’t forget to adjust additional demographic parameters like location, age, and gender. Additionally, you’ll want to account for exclusions. Since you’re driving users into the consideration phase, you’ll want to exclude people who have already converted. You can do this by creating a custom audience of users who have completed conversion actions as tracked through the pixel you have placed on your website. This will ensure you aren’t repeating messaging to people who are already much further down the journey. 

Once you have targeted your qualified users and encouraged them into the consideration phase of the customer journey, it’s time to retarget them and push to conversion. If you’re interested in learning more about how to build qualified audience targeting or looking for a hand with your ad buying strategy in general, contact us and we’ll be happy to guide you through our customer journey!

Curious how we can put our content creation methodology to work for your brand? Let’s get the conversation started.

The post Social Ad Targeting to Address the Customer Journey – Phase II : Qualified Targeting appeared first on Ignite Social Media Agency.

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Broad targeting allows advertisers to build brand awareness and reach potential new customers. Historically, in more traditional marketing campaigns like print and television, advertisers have been limited to broader targeting methods. Thanks to social media, advertisers now have more detailed targeting options. As we navigate the customer journey, it is important to cast a broad net before diving deep into custom and interest-based targeting.

What is Broad Targeting:

Targeting broadly means that you’re mostly relying on the social platform delivery system to find the best people to view your ad. This approach can highlight platform’s ability to find potential customers you never would’ve known about otherwise. It’s also a good approach if you’re not sure who you want to target. If you target broadly and then check audience insights or ads reporting, you can learn more about the types of people who reacted to your ads. Broad targeting is often viewed as the first phase of the customer journey and serves as an essential component in prospecting potential customers and keeping your brand or product top of mind for current customers.

Broad Audiences:

It is important to select the best campaign objective that will deliver your desired result. When trying to garner new customers, you may want to consider running brand awareness or reach objective campaigns. The brand awareness objective is for advertisers who want to show ads to people who are more likely to recall them. The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows how many people we estimate would remember your ad if we asked them within two days. While the reach objective maximizes the number of people and how often people will see your ads. Reach is a great choice if you want to build brand awareness, change brand perception or show your ad to as many people in your audience as possible. To learn more about Facebook objectives, check out Facebook Ad Objectives That Drive Business Results.

  • Location: Keep the location wide rather than focusing on a more geotargeted strategy
  • Age: A broad age range will allow for more scale in your campaign. Most targeting can range from age 18-65+
  • Gender: Targeting both men and women will help advertisers determine who is more likely to take action on your ads
  • Utilize multiple platforms and placements to reach the most people where they are engaging with content

While more detailed targeting options are incredibly helpful when seeking out those who are more likely to purchase, we encourage advertisers to take advantage of broad targeting to test and learn early in the customer journey. Curious how we can put our content creation methodologyy to work for your brand? Let’s get the conversation started.

The goal is to make this audience larger to maximize performance. Think about keeping your audience broad with the below targeting options: 

The post Social Ad Targeting to Address the Customer Journey – Phase I: Broad Targeting appeared first on Ignite Social Media Agency.

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On this week’s edition of Ignite Your Week, our focus is on Instagram’s new in-app checkout feature. Although it’s still in beta testing, what we have heard is that Instagram expects to make about 10 billion dollars on this feature. Great for them, but what does that mean for brands? Will this really be worth the brand’s investment?

Instagram’s Checkout Feature
Ignite Your Week: Instagram's New Checkout Feature - YouTube

We don’t know a whole lot yet, but, here’s what we do know. According to a Facebook study, 80% of consumers either research, decide to buy or discover new products and services on Instagram. So, there definitely seems to be a market for this feature. Also, we think that brands will be less likely to lose customers because we’re not sending customers off the channel to make the purchase, they’re doing it right in line.

Read more about on Best Practices for Instagram.

Watch Outs for Brands

So the flip side is three things, right? The cost per transaction, someone will have to be responsible for paying Instagram for these transactions, we’re assuming it will be the brand. Also, there are Facebook privacy issues, those have not gone away, as we are all aware, and consumers will need to be comfortable sharing information like credit card information and other personal information. So, that’s something that Instagram and Facebook will need to kind of think about and get over to make this worthwhile for the brand.

Lastly, loss of data visibility, if Facebook and Instagram do not have the data that is worth sharing, or in a shareable format that brands can use, it may not be worth the brand’s time to really go this route. All that said, this is still in beta testing, so we’re not saying don’t do it, but what we are saying is that it’s probably important for brand’s right now to think about and weigh the pros and cons of this. Think about this as part of your strategy, it’s not too soon, and if you need help, we’re here to help you with that.

To stay up to date with the latest happenings in the social media industry, subscribe to our bi-weekly email to hear that latest thinking from our team.

The post What Brands Need to Know About Instagram’s Checkout Feature appeared first on Ignite Social Media Agency.

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