How social media is making a better case to advertisers
Bristling over pushback on Facebook's messed-up metrics and more
January 26, 2017
It also sparked advertiser concerns about other social networking sites.
Buyers began questioning their reliability, wondering if the numbers they’re seeing are correct, and worrying over how they could possibly find out for sure.
“I have been steering them away [from online] for the most part until problems are addressed,” one buyer recently told Media Life.
That’s led to new measures by social sites desperate to prove they’re worthy of buyers’ investments. The big worry: That buyers will funnel dollars back to television or another traditional media if they don’t trust online.
There’s already some evidence that’s happening, and social media doesn’t want it to become more prevalent.
There’s a lot of money at stake: Advertisers spent $15.5 billion on social media this year, and that will double by 2021, according to Business Insider’s forecast.
Here are five things social media sites have instituted in order to reassure advertisers and try to convince them to keep investing their money.
1. Facebook fights fake news
Facebook came under scrutiny for the large number of fake news stories disseminated via the platform during the election. Advertisers don’t want their ads near these stories—they worry it taints their brand and, since the stories tend to be partisan, could appear that they’re endorsing a political view, potentially alienating people.
Facebook said this week it’s changed its trending topics to only feature stories that have been reported on by trustworthy news organizations, giving preference to stories with some longevity behind them as well.
2. Snapchat improves metrics
Want to reassure buyers that they’re getting what they paid for? Show them metrics backed up by third-party sources. Snapchat recently signed with Oracle Data Cloud that will target people based on their offline buys and also allow advertisers to see if their ads are resulting in real-world purchases.
3. New targeting for YouTube
Google said last week that it will allow advertisers to target ads on YouTube using people’s past search histories. Previously, ads were targeted based on their video viewing history. This shows Google’s eagerness to keep people investing on its social media site, since it’s previously been reluctant to use that search history on other ad buys.
4. New Instagram ad options and analytics
Instagram launched a new option for advertising in its popular Stories feature earlier this month, along with rolling out a free analytics option called Stories Insights.
5. Pinterest launches video ads
Video is widely believed to be the future of just about everything digital, and Pinterest recently launched Pinterest Explore, a tab featuring trending pins and videos from top publishers on the site, such as HGTV and Harper’s Bazaar, that also feature video advertising.
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