A roundup of top stories from the last month about tech, ads, marketing on social media, and what they mean for you.
It’s hard enough keeping up with your social feed most days, let alone the news about marketing on social networks. Pop Pays is here to make it a little easier for you. Here are the highlights of the news you need to know, and what it means for you.
You Need to be Paying Attention to TikTok – Here’s Why
With over 1 billion total downloads TikTok is most certainly a hot topic of conversation among those in the industry. The app has surpassed Instagram with over 49% more app downloads in 2018 alone.
Why should I care?
TikTok is attracting the attention of a younger audience– It’s focused on a front camera and viral video content, enabling millions of millennials to feel like the next big star.
Who’s their main audience?
Those between 13 and 18 years old are the prime demographic of TikTok.
- Influencer marketing and/or ads on the platform are not a “thing” yet, but that doesn’t mean they won’t officially be in the near future.
- It’s not a sit-back-and-relax kind of scrolling app, but one with meaningful interaction given users are spending 46 minutes per day within the app and actively watching over 150 videos.
- Since viral videos are the main type of content, there’s potential for low-cost viral marketing campaigns.
Time to ‘Checkout’ Instagram
Instagram recently announced the closed beta rollout of Checkout on their platform. This is a new feature that lets mobile users complete and track purchases without having to leave the app.
Even though it’s in beta, this new feature marks one of the biggest pushes Facebook has made to compete with Amazon.
- If this takes off, it could attract an audience of mobile-minded shoppers, as more than 130 million Instagram users tap on products in shoppable posts each month.
- This will create a seamless & potentially more lucrative shopping experience without interrupting the user experience by asking consumers to shift to another platform to check out.
- Be wary of consumers who are afraid of giving up personal and financial information to Instagram. Utilize this new feature as a ‘test and learn’ opportunity before going in full force.
Time to Take Advantage of Pinterest’s Competitive Rates
Pinterest’s ad business is certainly growing, but because it’s not the hottest talk of the town, buyers say it’s possible to land better rates for more impressions this year compared to previous years.
According to a study, CPMs dropped 20.6% between the fourth quarter of 2017 and first quarter of 2018.
However, don’t associate these low CPMs with poor performance–average engagement rate is around 5-8% depending on the business vertical and creative on the platform.
“Pinterest is no longer seen as a platform that’s specific to females between 25 and 54 years old,” said Freni. “There’s a breadth and depth of audience there that advertisers are starting to wake up to.”
- Marketers shouldn’t think about Pinterest as the place to only reach tech-savvy moms looking for DIY projects, but rather a place all people go to look for inspiration across the board.
- Act now to take advantage of the best rates, and, more importantly, learn what creative and calls to action will resonate with Pinners.
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