How to Improve Your Facebook Ad Relevance Score in 3 Simple Steps

For the past few years, when brands put up an ad on Facebook, that ad is continuously evaluated and given a Faecbook Ad Relevancy Score.

But what is Ad Relevance? And how can you make sure that your promoted social posts get the highest score possible?

What is Ad Relevance?

When your brand starts a campaign with a promoted post, Facebook will continuously give the post a score out of ten starting from when your ad reaches 500 impressions.

This rating is based on a plethora of criteria, with the main three being:

  1. How well the ad is performing when it comes to your set campaign goal (clicks, conversions, etc)
  2. Engagements like reactions and comments on the post, and,
  3. Negative feedback, such as users selecting the “Hide Ad” option.

All in all, a score of 7 or higher means you’ve done a pretty good job when it comes to Ad Relevance.

What is your Facebook Ad Relevancy Score?  Image source: Sprout Social

Why does it matter?

Your campaign’s Ad Relevance score can end up having a large impact on total performance. The more relevant your ad is, the less Facebook will charge you for reaching your selected audience.

So if your ad has a high relevance score, you can expect a lower total cost of the campaign, which is great no matter how you slice it.

On top of that, because the Ad Relevance Score is constantly updating, you’ll be able to accurately track the life-cycle of your promoted post, as the score will steadily lower as your target audience grows tired of the ad. When the score dips below seven, then you know it’s time to change.

How can you improve your Ad Relevance Score?

So, now that you know why your social promotion should have a high Relevance score, the bigger question is how?

Audience is everything

First and foremost, to be relevant to your audience, you had better make sure that you know who they are. That’s why when it comes to Ad Relevance, the more granular the audience, the better.

It’s much harder to make a social post about Pet Insurance relevant to everyone aged 18-34 than it is to confirmed pet owners.

 

An example from Facebook of an ad with a decent design and copy targeted to the perfect audience. Image source: Adespresso

 

Facebook already has a plethora of tools to help you find your audience, so be sure to use Custom Audiences, target people who have interacted with previous ads, capture e-mails for retargeting, and use A/B testing to optimise to better-performing audience segments.

A/B Testing

Ad Relevance is a great way to test what kind of messaging your audience best responds to. Test different CTAs, copy or creative imagery using A/B testing, and you can use those posts’ Relevance Scores to work out which strategy works best for you.

Offer Value

Lastly, it’s important that no matter who you’re targeting, they feel like your promoted post offers something of value. Whether this comes in the form of entertainment, education or special offers and giveaways, providing value to your targeted audience is the best way to ensure they react positively to your post. In turn, that will make sure your Ad Relevance Score is as high as possible.

So, as always, the content itself is king. Make sure yours is as engaging as possible.

Read Next: Facebook’s Algorithm Update

6 Steps to a Successful Community Management Strategy

Being a great community manager is more than simply dealing with customer complaints and responding to customers with templated responses. Being a community manager is about creating engagement, responding to the fans of your pages in a friendly and timely manner and creating communities around your brand. To that end, here are six ways to help you successfully manage and grow your online community.

Be Warm

This is the first and most important rule of community management. Above all, be friendly and be honest. Both are qualities that will be greatly appreciated by your audience. Layer your brand’s unique personality on top of that, and it’s an excellent first step.

More than just friendliness, though, it’s important that you keep your audience engaged.

The good news is, that’s easy to do. Whether you’re posting regular polls on your brand’s Instagram Story or asking follower questions on Facebook, you just need to keep giving your audiences chances to engage with your brand.

Throwing in the occasional competition or follower deal or giveaway won’t hurt, either!

Be Knowledgeable

An important part of community management is being a thought leader and an oracle of sorts. Your community will look to you for answers and you’ll need to be able to provide them for your community!

Not only do you have to keep your finger on the pulse of the needs, wants and questions of your community, but also the broader industry as a whole. The first step to doing this is to sign up to industry newsletters and participate in LinkedIn groups. The second step is to use tools to make it easier to stay on top of industry updates.

Keep abreast of what your competitors are doing by using private Twitter lists and regularly checking what they’re posting. You can also set up Google Alerts for any keywords that are particularly relevant to your industry or use listening software like Mention or Synthesio to monitor key alerts.

Amassing this kind of broader information will ensure you can add value for your followers.


How can social media listening add value to your brand?

Be Present

Great community management requires an ‘always-on’ approach. Not only do you have to be present, but you have to be engaged.

No one can be online 24/7 responding to the needs of their brand community, so grid your time to ensure you’re online when your community is most active. Often you can preempt this – for example – if you’re launching a new product or releasing tickets to an event, ensure you’re online for this to be able to quickly respond to consumer questions.

TIP: During holidays and out of office hours, set an automated response that will be sent to anyone who contacts your page. This ensures your customers feel like they’re being heard. You can often set these messages to go straight to your inbox so you’re on top of who you need to reply to when you get back to the office.

Streamline the Process

If you’re looking for ways to make the community management process easier, invest in scheduling and community management tools to automate the process.

Here are some of our favourites:

Not only can you schedule posts ahead of time, but tools like Sprout Social allow you to respond to your Facebook and Instagram comments from within the platform, streamlining the amplification and management process.

Have an Escalation Process for Managing Negative Comments

Negative comments are always going to pop up from time to time, so while you can’t avoid them, you can implement an escalation process to better manage them and avoid surprises.

Here are a few quick tips to ensure negative comments don’t spiral out of control:

  • Set your profanity filter on Facebook to automatically hide comments that contain offensive language
  • Update the ‘About’ section of your Facebook profile with a terms of use policy. This policy should warn users that you will not accept trolling or offensive comments and notify them they may be banned should they breach the terms of use policy. 
  • Stay on top of Facebook’s guidelines and know when it’s appropriate to hide a comment or ban a user from your page. Remember that you can’t just ban users for posting complaints about your brand. If a user does post a complaint, always try to resolve it offline. Only if they use offensive language or troll you do you have grounds to ban them from your page.

The key to managing negative comments is to keep on top of them before they blow out. Ensure you’re regularly checking the comments on your page, particularly around new product launches and other events that could attract extra attention.

Tip: Map our your escalation process and circulate it throughout your business so everyone is aware of the procedure! Image source: Digital Marketer

Foster a community

In the end, community management is all about creating a community! 

The key to social media is to be social. Share user-generated-content, respond to all reviews and testimonials and use Instagram to cultivate one-on-one conversations with your followers.

If fostered correctly, people will build a network around their shared love of your brand, and that’s when you know you’ve got a real community.

Read next: 10 Social Media Tips for Small Business

Stay Social: The Latest and Greatest in Social Media in January

January is here, and we can only hope your New Year’s resolutions are lasting longer than ours. Thankfully, we’re still here and committed to providing you with your monthly roundup of all the top stories in social media marketing!

Facebook is about friends, family, and paid branded content.

If there’s one thing you can say about Facebook, it’s that the platform has never really stopped developing since its launch, and it looks like that trend is going to continue into 2018.

The megacorporation recently announced that some big changes are coming to our newsfeeds: we’re going to start seeing a lot more of our friends’ posts and far fewer of the organic posts released by brand pages.

What do you think of Facebook’s algorithmic changes?

That being said, no changes appear to be planned or announced when it comes to paid and sponsored content. However  organic reach has been on the steady decline, and it remains to be seen how paid content will stack up against the algorithm change – watch this space!

Instagram adds Recommendations, and you can go Live with a friend!

Since the start of the year, you may have noticed that your feed isn’t just showing up the people and hashtags you follow, it’s giving you a list of recommended posts and users.

This undoubtedly comes as a move to enable brands and influencers to find audiences relevant for them more quickly, and while that’s great for them, some users may find the inability to disable this feature a bit of a turnoff.

Hot on the heels of that news, there’s also the fact that people and brands going Live on Instagram can now add a guest to a livestream. There can only be one on-camera guest at a time, however the people in the network of both hosts will receive a notification of their friends’ Live status, leading to the potential for greater reach and engagement.

The more the merrier! Instagram has just enabled users to add guests to their Live stream. Souce:Lifehacker

We can’t wait to see how this will change the way influencers act with their audiences and how marketers capitalise on the immediacy of Live content.

Snapchat really likes ads.

Snapchat has kicked off 2018 with a controversial redesign in the way users access Stories. Now, rather than having a separate page for direct Snaps and another for Stories, they both share the same space.

The change was implemented as a way to incorporate the ad-inclusive Stories within the previously ad-free domain of Snaps. While this is great for brands and Snapchat’s bottom line, users aren’t too happy and have been airing how they felt across social media.

Only time will tell if the change sticks, but Snapchat are continuing to roll out updates to increase the ad-revenue they receive from their platform, including rumours of non-skip three second ads and better integration of external links.  

There have also been murmurs of a Stories everywhere rollout. This would allow external third parties to share Snapchat content, much in the same way that Tweets can be embedded in article pages. The idea being that the broader the reach, the better the result for Snapchat.

Whatever the case, the social media marketing wheel just keeps on rolling, and we’ll always be here to keep you on track.

Read next: How to find an authentic influencer for your brand.

Unmissable Predictions for Social Media and Content Marketing in 2018

The world of social media marketing moves at a pace with more twists and turns than new Game of Thrones theories (and seriously, there are a lot of those).

With that in mind, 2018 is set to be a dynamic year in the world of social media. Here are our top predictions for social media in 2018.

We’ll do it Live.

Live streaming has been around for a while. Platforms for gamers, like Twitch, have been part of “live” culture for years now, but that was always something you needed a lot of equipment and a lot of bandwidth to achieve. It was popular, but it certainly wasn’t mainstream.

But with the dawn of 5G on the imminent horizon and smartphones with more processing power than a Boeing 747, Live is about to hit the big time.

All of the major platforms have backed live streams in some way, and Instagram is doubling down on the product by consistently expanding its features, allowing people to add guests to live stream. With 80% of audiences reporting they would rather watch a live stream than read a branded blog, and it’s safe to say that the Live environment is about to go mainstream.

Live Instagram content makes it easier for brands to be in the moment that their audiences are looking for information and entertainment. Source: Instagram

Facebook gets a new algorithm.

2017 was a rough year for Facebook who came under pressure for allowing fake news and hate groups to surface. In 2018 they have publically committed to improving the situation by changing the algorithm to prioritise posts from family and friends. 

It’s yet to be seen how this will impact publishers and brands on Facebook, but we can presume it will be harder for these parties to cut through and reach their intended audiences. It will also be interesting to see if the effect of channelling more paid spend into Facebook marketing stacks up against the new algorithm.

Marketers will need to be strategic with their Facebook content, developing new ways to create engaging content that encourages audiences to join the conversation.


Facebook has new rules for marketers and publishers in 2018.

It’s finally time to Augment your Reality.

We’ve been saying this since last year, but seriously guys, Augmented Reality is about to kick off.

Both Facebook and Snapchat have developed their own AR software with World Effects and 3D World Lenses, and they’re both likely to continue developing that product offering as the year goes by.

The big question is, how can smaller players use Augmented Reality in their marketing? Or is this strictly a space for bigger brands with bigger budgets?


How will you use Augmented Reality this year to increase engagement with your audience?

All hail the Gram.

800 million active users, 25 million business users and 40 billion photos shared to date – Instagram has changed the way we share and consume content.

With constant updates and the introduction of Live, Stories, Highlights and Insights, the photo-sharing app is showing no signs of slowing down in 2018 and will become the essential platform for businesses who want to reach an engaged audience, through both their business profile and influencer pages.

2018 is shaping up to be a big one so stay tuned for our monthly social media updates to keep up with the latest industry trends!

Stay Social: December Social Media Updates You Can’t Miss

It’s December, the holidays are almost here, and we’re all gearing up for New Year, new me. But, before you start planning your resolutions, it’s time for your monthly roundup of all the top stories in social media marketing!

Facebook won’t do it Live.

You may have noticed something missing from your Facebook homepage over the last week. Can you guess what it is?

The Live Ticker is gone from the right side of the page, which means you’ll no longer be able to see what your friends are liking, sharing and doing in real time.

What this means is that Facebook is starting to shift more towards Stories as well as newsfeed content. 

For brands, this makes it all the more vital to not only pay for a presence on the Newsfeed, but also to create content that engages and cuts through the noise.

In addition, Facebook is rolling out augmented reality in Messenger with World Effects. You can now add arrows, word bubbles or even stickers and emojis to the photos you take in the messaging app.

Augment your reality with 3D shapes in Facebook World Effects! Source: Facebook

With sponsored AR filters now available on Snapchat, the Messenger version is definitely a space that brands should be keeping an eye on in the near future.

Snapchat AR is brought to you by…

This year, Snapchat has been on a mission to make its platform friendlier to advertisers, and they’ve just introduced two new features that do this in a big way.

Sponsored Stories can now feature on the Discover page, alongside all the regular organic content that appears there. Brands can use the feature to curate 3 to 10 photos or videos to tell their story, and can even add a CTA to swipe to a purchase page or website.

The platform now also allows brands to create and promote AR filters with “World Lens”. BMW recently trialled the feature when promoting their X2 model, which users could drop into any environment their camera was focussing on.


User’s Snapchat’s new “World Lens” feature with the BMW X2 model.

On top of those, with image recognition coming to recommend certain filters for certain types of photos, there could also come a day where that feature is used to promote branded filters, AR or even Stories.

Instagram is getting new Highlights.

It’s not just on Facebook that Stories are a big deal. Instagram has added Story Highlights to every user’s page, a new feature with which Instagrammers can group their favourite Stories and share them on their profile pages.

Not only is this a great way for users to highlight their interests, it’s also a powerful tool for brands wanting to show off more of their personality. Every brand has a Story to tell, and Highlights adds another dimension in being able to do just that.


A new way to express yourself- Instagram Highlights allows you to make highlights out of any Instagram story you’ve shared in the past. Source: Instagram

Throw in the official launch of hashtag following and the testing of an official regram button, and it’s clear the platform is still developing in new and exciting ways for all of its users.

And that about does it for December!

Read next: Best Practices to Increase Your Social Media Conversions

Here’s 8 Tips For Taking Beautiful Instagram Pics

Are you addicted to your Instagram feed? Do you diarise your day through Instagram stories, or create polls to help you decide what to get for lunch? With over 800 million users overall, Instagram is a key platform for not only creating and showcasing beautiful content, but for also connecting with an engaged audience. Whether you are looking to increase visibility in your market space, drive sales or connect with a community of like-minded individuals, watch this video for 8 tips that will spark fresh ideas and help improve the quality of your content!

 

Stay Social: October Social Media Updates

It’s time for our monthly roundup of all the top stories in social media marketing! Read on to find out about the latest trends and updates that are changing the social media sphere.

Facebook on Fake News

Amid a string of controversies surrounding potential fake news shared on its platform, Facebook has started to take action. The social media giant has started testing a new ‘context’ button that will appear next to links to articles.

This information button will provide further details on both the publisher of the article and the topic at hand. In doing so, they hope to provide users with the tools by which they can determine the veracity of the information they’re seeing.

From a branding perspective, this can help brands avoid sharing fake information, as well as holding them accountable to a higher standard within their own branded content and articles.

Instagram Lets You Vote and Shop

Instagram Stories are about to get a lot more interactive.

Instagram now allows you to include a two-question poll in any Story, which is a game changer for increasing your audience engagement and sentiment reporting.

Not only will brands be able to interact with customers, their customer’s votes and preference can be used a key insights and may even become essential to monthly reports.

We can’t wait to see what everyone comes up with.

Are you a fan of Instagram’s latest polling feature? Yes, or no? Source: Mashable

But after all that engaging, it’s time to shop – and with Instagram’s new Shopify integration, it’s all the easier to do just that.

With the new feature, partnered sellers can tag their posts with products, allowing users to discover more about them and potentially purchase them. All without leaving the comfort of the app.

Twitter Builds Some Character

In one of the biggest shakeups to hit the social media space in recent years, Twitter has doubled its character limit from 140 to 280.

While this may seem like a small detail, Twitter has stuck to its 140-character limit since its launch. However, this limit was originally just based on an SMS character limit, and with more links, media and discussion being shared on the platform, the expansion makes total sense.

While we’ll miss the days of trying to cram complex ideas into abbreviations and emojis, we’re excited to see how brands can stretch using all that extra space and whether they’ll use it to add more info or ask their audience questions and opinions.

What are you going to say with 140 extra characters?

YouTube Prefers its Partners

Moving forward, unless you’re a certified YouTube partner, your channel will no longer be able to link to external websites in video cards (links that pop up mid-stream).

While this is unlikely to affect bigger brands or creators, this could have a big impact on small businesses and smaller agencies. While the links can still be included in the video description, that’s far less impactful than a call to action in the middle of a video.


Moving forward, unless you’re a certified YouTube partner, your channel will no longer be able to link to external websites in video cards (links that pop up mid-stream).

Read next: 3 Fast Rules for Marketing on Instagram.

Developing a User-Generated-Content Strategy [Checklist]

The average consumer is exposed to around 5, 000 ads per day, so for many brands, cutting through the noise and gaining consumer trust is no easy feat. Cleverly utilising User-Generated-Content (UGC) is a key way for brands to create unobtrusive content that seamlessly integrates into their audience’s social feeds, therefore building trust and a sense of community with their audience.

Why UGC?

UGC is any type of content created by your audience about your brand that isn’t paid for—and that is the key to its success. 76% of individuals surveyed said they trusted content shared by “average” people more than by brands, therefore making UGC key to creating authentic relationships.

Developing a UGC Strategy

Campaign objectives

As with any strategy, the very first step is identifying your business objectives and what you want to get out of the campaign. Are you after increased brand awareness, or do you want to tap into a new audience sector? These objectives will determine how you measure the success of your campaign.

User Generated Travel Content

Know your audience

Once you’ve determined your business objectives, you need to identify your audience objectives and figure out where these two spheres overlap. Ask yourself: Is your audience likely to engage with a UGC campaign? What kind of content are they likely to generate? What do they want to get out of the campaign?

Use social analytic tools like Facebook and Instagram Insights to find out more about the demographics and behaviour of your audience. You can also determine the type of content that they engage with the most and integrate it into your campaign.

Channels

Knowing your business and audience objectives will help you identify the channels that are going to be most suitable for your campaign.

Take the example below:

  • Business objective: brand awareness
  • Audience: Millennials
  • Audience objective: discover engaging content
  • Channel: Snapchat
  • Why Snapchat? 53% of Snapchat users are under 34 years old. Brands can create filters that encourage the creation of UGC, or simply ask users to send them snaps to be featured on brand stories.

Mechanic

This is the ‘how—’ which tactics are suitable for generating UGC?

Competitions: Everyone loves a giveaway, so social media competitions are great ways to build hype and generate engagement. Consider asking your audience to tag three friends in order to increase their chance to win which will simultaneously increase the reach of your competition.

Hashtags: Developing hashtags like Chobani’s #ChobaniKids makes it easy to ensure your audience is spreading your brand messages. It’s also easy to track the use of the hashtags (and therefore the reach of your campaign) and collate UGC via a hashtag search.

Polls/questions: these can be used to increase engagement by asking your audience to share content. One of our favourite examples is National Geographic’s #wanderlust campaign.

User Generated Content Chobani Kids

Legalities

Before launching a UGC competition, it’s important to clearly set out the T&C’s for your audience. Consider the following:

  1. Ensure you’re not infringing your audience’s intellectual property. Explicitly state your intention to use their content for your marketing purposes.
  2. Ensure you’re not liable. If your audience submits a piece of work that they have actually taken from someone else, you need to make sure you aren’t considered liable for their offence. Ensure your T&C’s outline that this liability will fall on the person who took the content without permission and not on your brand.
  3. There are also user privacy considerations you may want to consider when crafting your UGC campaign. You need to be clear what information you’ll collect from submitters and who you intend to share it with.

Repurposing

With loads of videos and photographs are your disposal, what are some of the best ways to use these assets in your marketing?

Using it on your website: Sonos has mastered this tactic by embedding UGC as part of the buying process on their website. Images of product in people’s homes is featured alongside the specs on product pages.

Reshare: Is there a gaping hole in your content calendar? Reshare UGC images and videos to Facebook and Instagram, or add UGC as an ongoing content stream to your overall strategy.

Email marketing: Integrate UGC into your EDMs as a way of standing out in your audience’s inbox. This gives you the chance to show off your product or service in context. You can also develop a call to action that calls for audience submissions, therefore helping you to generate more content and engagement with your audience.

Read next: How to find an authentic influencer for your brand.

3 Fast Rules for Marketing on Instagram

With over 500 million monthly users and 95 million videos and images being posted to the platform a day there’s no doubt that Instagram is a content powerhouse. Not only that, it’s estimated that 75% of users will take an action – such as visiting a website – after viewing a post. Having a sound understanding of how to drive results through social is no longer a nice-to-have, it’s a must for marketers and brands alike.

 Let them know where you are

Posts using a geotag can get you 79% more engagement, this tool is especially important if you’re holding an event or marketing a product that’s always in a fixed location (e.g a bar).

Geotags can be placed on images posts and stories – an ad format that is currently delivering cheap wins. Instagram recently launched a story search for hashtags and geotags, meaning that someone can search Bondi Beach and see the story you took of people enjoying an ice-cream at your shop on the promenade even if they don’t follow you. Hello, foot-traffic!

Always be #hashtagging

Simple, free, and effective. Hashtags must be used on your content. Why? Simply Measured found that posts with at least one hashtag average 12.6% more engagement. But they must be used correctly. Finding the right hashtag is an art form; it’s important that your tag has high volume, but not so much competition that your content will be instantly drowned out by all the other posts vying for attention.

It’s also worth considering how many hashtags you’ll use on each post. Instagram allows up to 30 tags per post, but there is some conversation around shadowbanning by Instagram. Shadowbanning is a phenomenon being experienced by some Instagram users that see a dramatic drop in engagement on their profiles. If you use too many hashtags, use them too often, or use hashtags that aren’t relevant to your post and you notice follower count declining, engagement dropping, or photos not showing up in hashtags you may have been shadowbanned.

The rule of thumb here is to think like the platform; Instagram wants to show the most relevant and engaging content to its audience. So if you use #cleaneating but your image is of fast food and the audience doesn’t engage with your post then you may be penalised.

Optimise your bio

Audiences don’t like to work too hard for anything in the online sphere. What I mean by that is I should be able to tell who you are, what you do/sell, and ideally how to reach you by simply looking at your Instagram bio. Use a trackable link (like bit.ly) to drive people to your website. It’s paramount that this link leads to a landing page that has been optimised for mobile. Why? 47% of Instagram users access via mobile and 53% via tablet. There is virtually no one who uses the platform from a desktop on a regular basis.

Other added bonuses you could feature in your bio are a discount code or a branded hashtag that you’d like your audience to use when speaking about your brand/product/service. If you’re stuck for content this is a great way for you to tap into your user base and repost their images. Frank body does a bang up job of this with #thefrankeffect.

Read this next: How To Find An Authentic Influencer For Your Brand 

6 Game-Changing Social Media Features

Almost every major social network has rolled out some huge changes this year, and the pace and size of these changes don’t seem like it’s going to stop anytime soon.

It can be hard to keep your finger on the pulse of the latest updates and installment, so we’ve compiled this need-to-know-list of some of the major social media updates that have happened this year.

1. Make your Facebook cover image a video

By 2019, 80% of the world’s internet traffic will be video, and Facebook has not wasted any time jumping on the bandwagon.

In April the social media enabled certain brand pages to replace their cover images with cover videos, and companies like Netflix were quick to jump on board.

In a statement, Facebook said the update was developed to “help businesses create more engaging experiences and drive more rich experiences for their audiences.”

Brands and businesses should use video covers to better tell their brand story, or change the videos in alignment with specific campaigns or promotions.

2. Instagram and the Paid Partner tag 

If there’s one thing brands often clamour for when it comes to social media, it’s transparency.

The new Paid Partner tag on Instagram helps clear up any uncertainty about campaigns that are paid partnerships, or posts that have been sponsored by brands.

The tag will appear as a sub-heading on posts where influencers have worked with a brand. For the audience, this provides a greater level of transparency. For social media influencers and brands, the tag enables access to insights and analytics.

3. Advertising via Instagram Stories

Since the end of last year, Instagram Stories have become a key component of the way consumers use the platform. As of this year, brands can get in on the fun too.

With intricate targeting options and the opportunity to show a more authentic look at brand personality, Instagram Stories for brands has really kicked off.

Instagram Stories gives everyone (from a start-up to a multi-million dollar giant) that opportunity to produce live, behind-the-scenes content that enables them to showcase their story and brand personality.

4. YouTube advertiser-friendly AI

It’s fair to say that YouTube’s first half of 2017 has been fraught with controversy. They experienced overwhelming global scrutiny after it was revealed that brand ads had been appearing before some less than appropriate content.

However, Google did what Google does best: they adapted. YouTube’s parent company developed an advanced AI algorithm through which they could, on the one hand, better ensure brand safety standards and, on the other, show much more transparency in the way video content was broadcast and targeted.

These new controls are still developing, and it’ll be fascinating to see where branded YouTube content goes from here.

5. Snapchat’s self-service ad platform

This one comes hot off the presses. Just two weeks ago, Snapchat launched their new Ad Manager program. Using this self-serve tool, certified brand partners can now plan, buy and optimise campaigns across the platform programmatically.

Not only will the tool allow them to spend as little or as much as they want, it also comes with a deep analytics dashboard – all in the hopes that this added freedom of choice will draw more advertisers to the platform.

6. Twitter chat bots and interactive posts

Back in May, Twitter announced they were now giving brands more multimedia features to use in their Twitter content. These features include interactive images and chat bots able to answer simple questions.

The more interactive tweets can also include up to four call-to-action buttons, all able to send users to different brand messages and options.

By increasing user engagement and interactivity, the hope is that users will feel more impactful messages from awareness campaigns and convert more directly in sales campaigns.

So, there you have it. Six of the big new social media features we’ve seen this year.

Who knows what more is to come?

Read this next: How To Find An Authentic Influencer For Your Brand

 

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