What’s the latest digital marketing news for October? Instagram’s Reels fixed up some bugs and announced upcoming eCommerce integrations while companies looked to Direct Response Advertising and creativity to overcome the impact of COVID-19.
In our last Download on Digital, we talked a lot about the impending TikTok ban and the opportunistic launch of Instagram’s Reels. So, to pick up where we left off…
TikTok still isn’t banned. It’s still full of people dancing and it’s still worth checking out if you’re looking to engage a younger audience. On the flip side, Reels continues to get more like TikTok by the minute. Recently it launched a series of audio and voice-related features similar to the ones that made TikTok so successful.
Honestly, I don’t really care about Reels ripping off TikTok. What I do care about is the report of Reels and IGTV introducing eCommerce integrations. It hasn’t happened yet, but when it does, it could be a useful tool, especially with COVID’s looming second wave.
Why? Because of Direct Response advertising. Let me explain…
Through the lockdown, social media platforms reported a decline in business ad spend. But what most people don’t know, is that revenue from Direct response ads actually increased. Think video ad that takes you directly to the checkout of an eCommerce site.
Snapchat — which is still the number #1 app amongst teenagers — makes over half its total revenue off direct response advertising. It’s not hard to see why, either. It combines a frictionless customer experience with the power of video. At a time where people are staying home, direct response ads offer up an accessible way for brick and mortar stores to replace the in-person customer experience.
Speaking of which, people have taken to virtual events rather quickly. So much so that media giant Conde Nast says they’re here to stay. According to surveys, 90% of respondents said they wish to continue with virtual events regardless of covid restrictions.
Events aside, companies have been finding creative ways to adapt to the times.
- Ralph Lauren partnered with SnapChat to launch a Bitmoji store where users could try on clothes via their avatar.
- Dating app Bumble scattered social distancing designed benches across Atlanta with the messaging “I need space” along with sanitizer stations.
- Honda has benefitted from the inroads it’s made with eSports. While traditional sports have been hit and miss over the course of the pandemic, eSports has thrived. Honda has, too, with the Civic ranking as the top vehicle for Gen Z.
On that note, we blogged about eSports last week and if you have no idea what that means, you should definitely educate yourself before it becomes any more popular with brands.
I don’t have a segue for this last bit but Facebook dropped its 20% text rule for ads. Now, you can run ad images that are completely covered in text, though, Facebook still advises against it.
That’s it for this month. I’ll catch you in November with more digital marketing news.