Facebook Tests Advertising in Groups: What’s Hot in Social Media

October 14, 2016

Social media advertising has continued to grow in popularity, and has proven to be a viable advertising avenue for brands.

Facebook has taken the next steps in ad targeting, and has began testing Facebook ads within Groups. This would offer more precise targeting and the potential for greater conversions. More details on why this matters, and what else is happening in social media below.

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Facebook Tests Ads in Groups

Facebook has began testing ads in Facebook groups via desktop and mobile. Advertisers can target by group topic and standard identity. This is not currently being tested in the United States. Facebook noted that there are currently over 1 billion monthly active users in Facebook groups.

Why does this matter?
If Facebook rolls out ads to all groups nationally, this would open the doors for more precise ad targeting. By targeting people in a group who have an interest in the kind of product or service being offered, the conversion potential increases.

Facebook Introduces Campaign Planning Feature in Business Manager

Facebook has introduced a campaign planning feature within Business Manager. Advertisers will be able to plan their Facebook ad campaigns within the feature, and arrive at predictions for reach and frequency. These predictions can be shared with clients or co-workers via email or links.
Why does this matter?
Instead of using third-party planning tools, advertisers will be able to plan their upcoming ad campaigns within Business Manager. This will streamline ad planning efforts. The feature will also help advertisers make predictions about the success of their campaigns. These projections will be able to be shared with those vested in the campaign. Sharing predictions will help keep the advertiser accountable, and help others understand what the potential results of the campaign are.

Facebook Launches New App, “Events From Facebook”

Facebook has launched a new app called “Events From Facebook.” Events From Facebook will allow users to search events in their local area. Users will be able to select categories of events that they care about, and the app will suggest relevant local events. The user will be able to select specific date ranges in which they are seeking an event. Facebook noted that over 100 million people are currently using Facebook events to discover new activities around them.
Why does this matter?
As Facebook events continue to grow in popularity, Facebook has decided to offer a more robust way to search for events in your local area. Although it may bother users that they need to download another app, the new discovery features may make it worth it.

Snapchat’s Ad API Goes Live

Snapchat’s Ad API has gone live, allowing Snapchat’s Ad Partners to sell ad inventory through automated bidding and algorithms. This Ad API is currently in closed beta, and is only available to specific brands.
Why does this matter?
Advertisers who have access to the Ad API get access to real-time reporting, data visualizations, custom targeting, a/b testing, and more. These features would further establish Snapchat as a viable business platform, and help marketers justify their Snapchat marketing efforts.

Snapchat Removes Auto Advance, Introduces Story Playlists

Snapchat has removed their auto advance feature. Auto advance was the feature that would automatically advance to the next Snapchat story after the viewer completed watching the previous one. Snapchat has replaced the auto advance feature with Story Playlists. With Story Playlists, users can select specific stories they would like to see, and watch the stories in the order they were selected.
Why does this matter?
This feature should greatly improve the user’s Story viewing experience. Now users will be able to watch only the stories they would like to see, in the order they would like to watch them.

Facebook Introduces Spatial Audio to 360-Videos

Facebook has partnered with Oculus VR to introduce spatial audio to 360 videos. In a statement released by Facebook, they described spatial audio as “3-D sound for 360 videos”. Spatial audio is meant to be an immersive sound experience that mimics how humans would hear sound in real life, except through headphones.
Why does this matter?
This would create a new, interactive, and immersive kind of content, that could be created and shared on Facebook. Spatial audio seems to be the next logical step for Facebook to go in, after creating 360 videos.

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