The main update is the ability to create Instagram ads with product tags in the ad manager so that you can add Instagram’s product tags directly to paid promotions.
To be clear, since 2016 brands have been able to add product tags to Instagram posts so the feature itself isn’t new. However, until now, companies have not been able to specifically add these tags to their ads.
As explained by Facebook:
“Last year, advertisers tested the possibility of converting organic shopping postings with product tags into advertisements on Instagram. Today we’re launching a new way to create product tagged ads from scratch in Ads Manager Option to use more commercial motifs and copies compared to traditional organic posts. The formats available for product tagged ads include photos, videos, and carousels. “
For example, some brands have been able to convert product-tagged posts into sponsored updates. Now all companies can add product tags directly to their ad posts.
It is a good addition that offers another way to encourage shopping behavior and align with usage trends. The more brands add product tags to their posts, the more Instagram users expect their presence, and with the platform getting more e-commerce forward, there will be a time when product tags are the expectation and the users are looking for more, instant information when it comes to something of interest.
Facebook is also adding some new custom audience options that businesses can use to retarget people who have shown a direct interest in buying from them.
“With Shopping Engagement Custom Audiences, companies can now reach people who have already shown interest in their product or brand, for example by saving a product, viewing a shop or making a purchase. With Shopping Lookalike Audiences, you can. ”Grow your customer base by reaching out to customers who have similar interests to your existing customers on Facebook and Instagram. “
Both could have significant benefits – retargeting can be a powerful tactic, with research suggesting that cCustomers are up to 70% more likely to convert when reoriented with display ads. Facebook’s lookalike audiences are also powerful and can help focus on people with similar traits and habits that match those who have already bought from you.
It takes some experimentation to tweak each feature, but they can be valuable additions, especially for companies that see a lot of customer loyalty.
Facebook is also starting a new test of the discount functions for Facebook and Instagram shops in the USA.
“You can put individual products up for sale, create offers that can be applied automatically – like” Spend $ 50 and Get 10% Off Any Eligible Item “- or give customers a discount on an item apply a voucher code. To make sure customers are aware of the discount options available to them and pique their interest, you can get creative by adding a banner to your shop. “
This makes it easier for companies to run quick promotions on their Facebook stores. This could be the key to getting more customers interested in your products.
Finally, Facebook is also launching a new Season of Support initiative to help SMBs prepare for their vacation. This includes free marketing training, resources, and more.
The program offers a range of training courses and tools, including four new courses specifically designed to prepare businesses for the holiday season.
“You will hear from business experts and celebrities like Tan France, the star of the Facebook watch series Boost My Business. Tan will have a discussion about getting into the Christmas season with one of the little business guests from the second season of his show that started this week. “
Facebook is also looking to continue its #BuyBlackFriday initiative in the US, which aims to help promote black-owned businesses disproportionately affected by the pandemic.
“From October 30th to November 27th, 2020, we’re supporting black businesses by doing #BuyBlack Friday every Friday, and we invite your business to join us. An incredible 41% of black-owned businesses in the United States have closed due to COVID. 19,2 That is why we want to help in a meaningful way. Buy from black-owned companies and join the celebration on Facebook. “
Here are a few key tools and initiatives that are helping brands maximize their vacation promotions and maybe get a little more out of their end-of-season drive.
In any case, the new advertising tools are worth a look. You can find more information about the new additions here.
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