Advertising Through Instagram

By: Emma Carlson

(Photo credit- http://thegatefilms.com/advertising-on-instagram/)

When talking about advertising on social media, instagram is an outlet that isn’t brought up much. That is, until recently. This past August, Instagram (owned by Facebook) changed it’s advertising API. This basically means that companies can now schedule advertising campaigns through third-party software. These kind of capabilities have been available for other social networks like twitter and facebook for some time, but now that instagram has jumped on the bandwagon, I’m sure you have noticed a lot more ads on your feed, and more of the same ad, as campaigns can be scheduled more effectively now. More detailed information on this API change can be found here.

This shift drastically changed the way companies can advertise using Instagram, a social media outlet that hadn’t been utilized much for advertising beforehand. Since this is still very new, users of this picture-based network are not sick of seeing ads yet. While ads on facebook, youtube, and twitter can be an annoyance, occasionally scrolling past on ad on my instagram feed doesn’t bother me at all, usually. On other social media, ads might be all over the page at any given time, but on instagram all you have to do is scroll past it, and it is out of sight. Some may think that this would make advertising campaigns less effective, but the statistics actually show the opposite. According to analytics done by Kenshoo, the average Click Through Rate for ad campaigns on instagram was 2.48% as opposed to the 1% average CTR for facebook ads. This makes instagram a very valuable medium for advertising now. People enjoy looking at pictures, that’s why they’re on instagram in the first place, seeing a cool pictorial ad for something they might be interested in, can capture their attention without being so in their face, like many other types of ads on the internet. For more analytics and information on meauring the success of advertising on instagram, click here.

As an advertising student and avid instagrammer, I am excited to see how advertising continues to evolve using this new outlet. I think there is a lot of potential in instagram campaigns and a huge audience to sell to. It will be interesting to see how it goes as these new capabilities continue to be utilized more by companies in the time to come.

Embarrassing Social Media by Devunta Turner

For years now teachers and professors and other professionals have been warning about

the dangers of posting too much on social media. To be honest, in the beginning I did not take it

seriously, especially when I was in high school. In high school I was a hot mess on social media,

especially on Facebook. Whatever I was thinking or whatever I was feeling I posted it on

Facebook. I didn’t care what people thought or how they felt about it. In my mind I felt like it

was my Facebook and I had every right. Basically my Facebook was uncensored from 9th grade

all the way up until half way through my junior year. Two major things happened my junior year

that helped me become less outrageous on Facebook and social media in general. The first thing

is I really matured, kind of, and I got tired of being foolish on the internet. The second thing that

happened is I joined the mentoring program and I received a mentor who was really helping me

prepare for the college application process. My mentor told me to be careful about what I posted

on social media because it was possible for College admissions to google me and view my

activity on social media. I immediately started to freak out a little bit, and I began to tame my

activity on social media and I did some major damage control and deleted a lot of things. Now, I

did have some slip ups but nothing too major or inappropriate.

Now fast forward to college and I feel like every single professor I’ve had thus far has

warned about the dangers of being reckless on social media because future possible employers

will check Facebook, twitter, Instagram, ect. I have even heard that they can get post and pictures

that have been deleted. That is terrifying and I feel like it is a bit unfair, but I guess it is a

necessary evil. I really don’t worry about having bad social media now because for the most part

I am not too wild and I certainly do not post everything like I did before. So, once I start

applying for real jobs and they start to stalk my social media they shouldn’t find anything too

bad. I hope. I really hope.

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Changes in Society and Techology Cause Shift in Advertising Methods

  

(Past and Present — pictures from: http://www.vintageadbrowser.com/alcohol-ads-1940s and http://ceciliosanchez.com/creative-art-director/graphic-design-portfolios/graphic-design-site/)

Advertising has changed a great deal in the past century. Not only have advertising greats like Bernbach and Ogilvy contributed ideas and new methods that have changed the process itself, recent technology advances and changing trends within the population have had a great impact as well. It is said that culture drives advertising, and it is easy to observe how ads have mirrored society over time. One interesting aspect of this is the decrease in copy over the years.

If one were to look back at an ad from the fifties, the difference would be apparent. Ads from years past are copy-heavy, usually with a more detailed explanation of the product and where to buy it than what the headline entails. This is partly due to the fact that consumers didn’t have the resources or technology available to them that we have today. Now, if I see a product I like, I can just search it on the internet and learn all about it and where to buy it. In years past, the internet wasn’t the easily-accessed resource it is today. Even 10 years ago, with the internet available to modern consumers, ads still had more copy than they do today.

One big reason for the shift is time. In America more than many other countries, our culture seems to always be in a hurry. For many, time equals money, and there just aren’t enough hours in the day. In addition to the busyness of our own lives, the racket of the media is never-ending. Nowadays, an ad needs to cut through the noise and be seen and understood within a few seconds. People no longer have the time or the patience to read a big block of text, especially when many other, more interesting, forms of stimulation are coming at them from all directions. This is outlined more in an article linked here.

Another contributing factor is the emotional effect that pictures can have on people. I can read a 200 page book that will touch me emotionally and perhaps even bring me to tears, but a powerful picture can do the same thing in mere seconds. People often say that a picture is worth a thousand words, and in many ways, this is true. Ads that invoke an emotional response are said to resonate better with the public, and if this can be achieved in seconds with a well placed picture, shifting away from copy seems a lot more effective in today’s society. More detail on this approach can be found in this article from Forbes.

Like I mentioned earlier, culture drives advertising, and our culture is definitely changing as new technological advances are made.  I am interested to see how this shift will affect advertising and consumerism in the years to come.

About to Post Something? Wait! What Time Is It?

By Tracy Summers

Image of clock (Source: FreeDigitalPhotos.net)
Image of clock (Source: FreeDigitalPhotos.net)

Before you post your next message, determine what you want to accomplish and when is the best time to have others see it (if needed). Some of us post messages to share our thoughts or to entertain. We aren’t necessarily waiting for others to respond to our posts; therefore, we can post these messages any time. Although, when we need others to see our messages, we should understand how the day/time might impact the “delivery” and response.

In addition to the purpose of the post, “the optimal posting times for each social media network differ greatly depending on the platform” (Katz, 2015). The following tips explain why.

Posting to Facebook?

Friday might be the best day for your Facebook connections to see a post (Luckerson, 2014). As Tamara Gaffney explains it, people become more social on Friday afternoon because the work week winds down, and they start thinking about family, friends, and weekend activities. (Click here to see the full article on Time.com.) Bottom line: If you want to reach family and friends through Facebook, Friday is typically a good day to post a message. Saturday and Sunday afternoons (12 pm – 1 pm) are also good times (Katz, 2015). Things to consider: If I want people to see my post, should I avoid the peak posting time: Wednesday around 3 pm (Katz, 2015)?

Image of Social Networks and Voice Bubbles (Source: FreeDigitalPhotos.net)
Image of Social Networks and Voice Bubbles (Source: FreeDigitalPhotos.net)

Posting to LinkedIn?

The best time to post to other professionals on LinkedIn is during the week because that’s when we are thinking in that mindset. Experts suggest various “ideal” times to post, but they agree on a few things: Tuesday through Thursday are the best days to post, and Friday afternoon is the worst time to post (Katz, 2015; Gillett, 2014).

Are you posting on Pinterest or Tumblr? Click here to read Rachel Gillett’s article to see tips for posting on these social media platforms.

Resources:

Gillett, R. (2014). The Best (and Worst) Times to Post on Social Media (Infographic). FastCompany.com. Retrieved from http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-social-media-infograph

Image ID 100302417. Social Networks Words. FreeDigitalPhotos.net. Retrieved from http://www.freedigitalphotos.net/images/search.php?search=social+media+posts

Image ID 10052528. FreeDigitalPhotos.net. Retrieved from http://www.freedigitalphotos.net/images/search.php?search=clocks

Katz, M. (2015). What are the Best Times to Post on Social Media? MichiganCreative.com. Retrieved from http://www.michigancreative.com/blog/what-are-the-best-times-to-post-on-social-media/

Luckerson, V. (2014) This is the Absolute Best Day to Post on Facebook. Time.com. Retrieved from http://time.com/73032/facebook-best-day-to-post/

Pin the AD

2014051201

Daione Sanders

The site that women flocked to for inspiration of all things food, fashion and DIY is now peaking some interest from advertisers. Pinterest is an exclusive community than many are just now getting around to, especially men. It is a rather exclusive community, and the fact it isn’t cluttered with ads is a big draw to it. In 2013, Pinterest created promoted pins, which was the advertising option to companies and brands to push their “pins” to the feed of those they are targeting. What many need to know, is Pinterest is not like Facebook and Twitter when it comes to advertising. Doing a mass push will be more counterproductive than productive for your brand.

Here are some things to know about Pinterest and those who use it:

  • “Pinners” have on average a 9% greater income than people who don’t use it.
  • However, they are not techies and are actually more difficult to reach than you would expect
  • 75% of activity on Pinterest is through a mobile device!
  • Pinners have concern about the shift to promoted pins They feel it isn’t in line with Pinterest’s organic growth content.
  • And the majority of pinners are women, ages 18-39

So before you or your brand start promoting pins it is important to realize that Pinterest will take more targeting than the other platforms you are used to. These users appreciate the fact that it is strictly what they want to see and they choose what to follow and that is all that will show. If you choose to do a promoted pin, be sure you have a pin that is aligned with that of which your target wants to see or the response is not likely to be what you wanted.

Bye Bye Desktop, Hello Mobile Everything

fcgvPhoto: Techwyse

Daione’ Sanders

The mobile world has finally surpassed the desktop and with it came a slew of marketers and researching trying to find the tendencies for each. As a college student and young professional the two have vastly different uses for me and many of my peers and coworkers. As far as marketers can tell, mobile devices aren’t being used for conversions or purchases. Handheld and mobile devices are being used more for browsing and price checking. The rate on engagement is also significantly lower on mobile devices which could be a contributor to this statistic.

We see more and more in my generation, the adaption to mobile devices and apps. Our school home page has an app and the site we use to access our classes are all on apps. We can actually view and do assignments in between texts. Although we have this access to this convenience, we all still bring our tablets or desktops to class and complete assignments on those. While browsing the assignments is easy to do and view on our mobile devices, desktops have the various platforms we need to create these assignments.

Marketers and researchers have noticed this trend among more than just our academic habits, it is how we go about shopping and engaging with brands. JBH Marketing & Smart Insights made some infographics to show the details of mobile use and marketing. The best way to create more conversions on your mobile app or site is to make it as compatible as possible. The convenience is what is sought out and browsing is simply easier to do on a device but when you try to “check-out” it is confusing or incorrectly formatted.

The world is shifting more mobile and further away from desktops, which now only have few purposes they are used for. Marketing and advertising on mobile devices is expected to more than double in the year 2019, from the $68 billion that was spent this year. As you are moving forward with your business, look to the future and realize what the mobile world has to offer and how you can get those site visits to conversions and not just browsing.

What Makes A Good Website?

People never really think about the little things when they click around on the internet. We’ve gotten so used to a website following certain standards it never even crosses our minds anymore as to what a website really needs to have. So, what makes a website good? How can success really be measured?

Spritzweb breaks it down into five simple categories that I thought were perfect:

  1. Appearance
    • Good quality images that use the right color, text, etc.
  2. Content
    • Short and sweet, but interesting content that “hooks” users to your site, clear text and spilt into shorter paragraphs.
  3. Functionality
    • Website should be properly working without error.
  4. Website Usability
    • Simple, pages load quickly, scroll time, navigation, etc.
  5. Search Engine Optimization (SEO)
    • Using good keywords, leveraging your links, HTML, etc.

With these five parts, people will find your site and will be more willing to engage with it. Providing viewers with new and original content, makes people pay attention to what you are saying.

Along with a good site however, there should also be at least one social media page as well. It’s better to start with one social page and work your way up then trying to tackle all these random sites at once. Being effective with one site is better than doing poorly on three or four of them. But, when picking a site, make sure it is something that is productive and relative to your topic/company.

The internet has been changing to meet these standards to make viewers and users happier. Even Google cracks down on bad sites, and lowers whoever doesn’t perform as well. Overall, I think keeping these things in mind and working toward the user or consumer will make a website higher quality.

Written By: Catherine LaCroix
(Image from: iSupport)