Taking a stance and succeeding – how brands have transformed activity during the boycott
In recent weeks, the ‘Stop Hate for Profit’ campaign has gathered momentum, with many brands pausing paid activity on Facebook and Instagram in July. This has allowed many organisations to re-evaluate how they attribute marketing spend on social and explore new ways to drive engagement and boost brand awareness. For example, there has been a rise of shoppable links on Pinterest, other companies have boosted advertising spend on YouTube or turned to the powerhouse that is TikTok to reach new audiences. The way people have consumed social media during lockdown has changed, and with more time to invest in different platforms, now is the perfect time to listen to your audiences, pay close attention to community metrics and get more experimental with your content.
There’s never been a better time to embrace podcast advertising
Acast – a global leader in the world of podcasting – has released fascinating insights into how the pandemic has accelerated audience growth. With more than 2 billion listeners across the world, they’ve noted that the flexibility of podcasting has enabled podcasters to get creative and tackle major changes like Covid head-on, saying ‘One thing is absolutely clear: the industry is not just surviving, it’s flourishing. Listeners are hungry for content.’
Popular weekday content includes comedy, science and medicine and society and culture. The surge in popularity has also meant that advertisers are now seeing new opportunities to promote products to highly engaged audiences. And with studies showing listers having greater brand recall; with 61 per cent likely to buy a product advertised during a show, podcast advertising could be a lucrative new option.
Spotify pivots its ad offering to target at-home listeners
With the daily commute on hold and the rise of remote working, one could be forgiven for thinking Spotify’s listening figures would be on the decline. While the streaming giant did see a dip initially, it has been quick to rebound and has seen an increase in usage as consumption across connected devices increase by 40 per cent and adoption of its in-home offerings has boomed. Spotify also identified opportunities for brands to tap into the home environment with new ways to advertise products and launched its first voice-activated ad in June.
Instagram develops next stage of on-platform shopping
The last four months have changed the way we shop, with more people going online first. As such, the virtual marketplace is thriving and social platforms have been quick to adapt technology that makes it easier for us to find products – and spend. Instagram is now due to roll out the next stage of its on-platform shopping experience, saying ‘Instagram Shop is an in-app shopping destination where people can discover products and brands they love from across Instagram’. Initially available in the US, Instagram has confirmed that this will be released globally in the next few weeks.
Snapchat expands its business appeal
Snapchat has been nipping at the heels of TikTok over the last few months and has rolled out several changes to showcase its power in reaching younger audiences. Snapchat has now announced a new beta test of brand profiles that aims to help businesses connect with snapchatters and build deep, authentic relationships. Brand profiles will enable companies to showcase branded AR lenses, and show collections of highlights including popular snaps, stories and photos. Brand profiles will also be able to include native store experiences, which will allow people to browse and purchase within the app.