Facebook and Twitter now let you see anyone’s ads: Here’s what we found

What has changed

Both Facebook and Twitter have taken steps to let you see the ads any organization is running.

On June 28 Facebook announced that it is making key changes that allow any user to be able to view any ads that are currently active, for any page. Additionally, users can now see any changes that have been made to that page such as page creation date and changes to the page name. The official statement closes with the line “We’ll be adding more Page information in the coming weeks”.

Meanwhile, Twitter unveiled their Ads Transparency Center that was initially announced back in October. Again this gives users and marketers the ability to see any ads currently being run by any page. And while ad targeting isn’t displayed to users, Twitter is letting us see retweets and likes for any given post.

Why has this happened?

This is in response to increasing pressure being put on social networks to be more responsible for the ads served on their platform. One of the issues that drew particular attention to the issue was interference in the US presidential election by Russian companies using bots and adverts on Facebook and Twitter.

Where can you find this information?

For Facebook, just search for any page that you’d like to review, head down to the bottom of the vertical navigation in the left sidebar and you’ll see “Info and ads”. In the middle column of the page, you will now see all active ads for a page (we used our friends over at Moz for our example below). It is important to note that you can’t see historical or paused ads. By using the location drop down located just above the ads, we now have the ability to see which regions a page is targetting.

In some instances, you will see major brands appearing to run no ads at all. Take a look at Coca Cola’s Facebook page. It’s worth checking down in the bottom right, where Facebook is highlighting related pages that are running ad campaigns. To display the ads make sure you select a country from the dropdown menu once you’ve clicked through to the page.

To access this information over on Twitter, head to https://ads.twitter.com/transparency and use the Search advertisers function in the top right.

A good one to get you started is to search for “Facebook” where you’ll see they are currently running ads on Twitter. Weirdly, given the size of the Facebook advertising platform, we don’t see Twitter running ads over on Facebook.

What we found

With the excitement of being able to see ads that are currently live for major brands, political figures, charities and basically anyone, our consulting team couldn’t resist spending an hour digging around social media accounts. Here are some of the more interesting ones that we found:

Political

Our immediate attention was drawn to US politics, and a quick review of the primary accounts linked to Donald Trump. Despite a lack of paid sponsorship on Twitter (here and here), we found the dig into his Facebook page relatively interesting. While we get an insight to his campaign messaging, we would love to have targeting layered over the top of this and to be completely useful and interesting the ability to see past and archived ads.. Maybe this will come soon.

One feature that Facebook is now enforced in the US is political content now has to declare who has paid for the ad alongside archiving ads with political content.

For our UK audience here’s what the two major parties have been up to: Labour have been running way more ads  (or ad variations) than the Conservatives. As of writing the UK hasn’t implemented the same guidelines as the US yet regarding flagging who has sponsored the posts.

Technology

We found nothing massively surprising in this vertical. Apple is focusing their advertising heavily on the European and Asian market and during our quick poke around at present doesn’t seem to be running ads from their main Facebook page, instead relying on Twitter for their ads.

Google is currently focusing their ads on promoting their Google Assistant and leveraging celebrity influencers in the campaigns including David Walliams, John Boyega and Katrina Johnson Thompson.

Charities

The final vertical we took a quick peek at was charities. We reviewed two major UK charities MacMillan Cancer (they don’t appear to be running any Twitter ads)  and Cancer Research UK (Facebook & Twitter). A few of our team have worked for charities before and have first-hand knowledge of how important paid advertising is. Nothing surprising here either as the main two charities leverage strong emotive storytelling within their awareness and fundraising campaigns.

Retail

Each retailer has a different target market and brand image, and so our team found comparing their ads pretty interesting. There seems to be a trend of retailers advertising more so on Facebook, probably due to the variety of ad type available on Facebook compared to those available on Twitter.

Impacts this might have

Intended impact

The idea behind this change is that the public has more transparency about what adverts an account is putting out, supposedly as a way of giving us more insight into the motivations and tactics of a specific account. The additional information being shared about political advertisers is quite clearly a way to make it harder for them to hide their motivations. That doesn’t just apply to foreign interests, but also to genuine, recognized parties that might not want the general public to know what tactics they are employing.

A key difference between online advertising and advertising in other mediums is it can be a lot harder from the outside to track and prove what is going on, online, particularly as platforms like Facebook allow you to set a limit on how many times an individual will see your ad. A misleading billboard or TV ad can be called out but it can be harder to detect a deceptive or damaging social ad campaign.

This principle doesn’t just apply to political advertisers, while non-political advertisers won’t have the veil pulled back to quite the same extent, the ads and landing pages they are using will become publicly searchable and, as a result, an easier subject of critique.

What our consulting team thinks about these changes

Dominic Woodman – I don’t think this will matter in partisan advertising

For big brands, this is undoubtedly going to give people more accountability. Adidas can’t easily spin up a shell account/page to run Adidas adverts. Seeing it and clicking through to it will immediately raise questions.

Who owns this page? What’s with the questionable targeting/messaging?  Oh look, most of the ads are for Adidas.

I’m not optimistic this will make a difference for political advertising however because accountability won’t work in the same way. Hyper-partisan pages which swing to one side or the other, like this defending the confederacy, I can’t imagine being shamed by having to show they’re targeting people with right-wing interests.

And if you were the Trump campaign and wanted to run a bunch of questionable ads and not be accountable? Just spin up a bunch of legitimate sounding political interest groups and have those run one ad at a time. It’ll be just as hard to monitor as it was in the previous election.

Facebook have talked about archiving political ads in their announcement, and while that will continue to shine a light on the unpleasant mess that is current political ads, people already know it (or they don’t care, and this won’t change their minds). The media has been pushing this line hard for months now.

Facebook is making moves to restrict the supply, rather than just monitor. They made an announcement back in April, about their move to restrict who is allowed to run political ads, but it definitely feels more targeted at curbing overseas influence than dealing with hyper-partisan ad targeting and even then the devil is in the details: what will count as an issue ad, how well will they identify people who don’t sign up for this process etc etc.

Currently, I’m still not super positive the changes will have much of an effect on political advertising,  but if anyone involved in that industry is reading this, I’d love to hear your take on it. Comment me plz.

Emily Potter – A PR stunt with few real consequences

The social media giants are unquestionably under a lot of pressure to address the public and government bodies’ concerns about lack of transparency in advertising and data collection, in addition to the role they have played in the spread of fake news. This new feature just feels to me like a bit of a PR stunt, rather than something adding anything of substantial value.

If Facebook and Twitter were providing the same level of information available on political advertisers for corporate advertising campaigns, then I’d be more inclined to feel something radical was happening. They’d never willingly do that though. These tools are the exact sort of thing that makes it look like they’re making big changes internally, without exposing controversial information that would truly change the landscape.

But more pressing than the public pressure Facebook, Twitter and the likes are under to demonstrate that they are working hard to address these problems, is the threat regulation places to their business models. They’re in an arms race to prove they can regulate themselves before government bodies impose strict regulations on them. Regulations that will inevitably constrict the growth they’ve seen over the past decade.

I’m in agreement that the “Wild West” era of technology and social media corporates is coming to a close, and these last-ditch efforts are not going to stop them from being confronted with the same sorts of regulations imposed on banks and other financial institutions following the 2008 financial crisis.  

They’ll survive though. Regulation on financial institutions has increased, but they still find new and innovative ways to increase their profitability. Tech will be no different. But it will be interesting to see how it all shakes out.

Tim Allen – This creates a good opportunity for marketers to research competitors better

My immediate reaction to this news was positive. From an agency perspective and for anyone out there doing competitor research we are no longer locked into waiting to see ads to understand what our competitors are doing. I now have a wealth of new information and inspiration which can be applied to ads for both my clients and for Distilled.

The cynic in me feels that we either won’t have this tool very long, or it will quickly be abused, most likely the latter will cause the former to happen. But for now we should bask in the new insights we can get into our competitors and take the opportunity to look at what incredibly well-known brands, publishers and individuals are doing with their paid budget.

Robin Lord – This is one of the nice things I’m sure we can’t have

Facebook and Twitter are under a lot of pressure for ads on their platforms to be more accountable. As US Congress considers how to regulate the platforms, it’s understandable that the platforms want to show visible signs that they are breaking down barriers and letting us see how we’re being targeted politically or otherwise.

The problem is, the current climate is largely a response to people using the platform in unexpected ways. Facebook’s main defense during the Cambridge Analytica scandal was they didn’t realise the data was being used that way and – let’s be fair – not many accurately predicted the effectiveness of ad-based election interference.

There are some really nice aspects of these information centres, for instance, the Facebook active ad list tells you if the page name has been changed – which is some protection against pages getting approved for political ads, then changing its face regularly to send polarising ads in different directions. Opening up this data might allow for policing through transparency. However, it also offers a few opportunities for bad actors, a few that come to mind, from least problematic to most:

  • Reverse-engineering competitor conversion funnels by tracking adverts and landing pages
  • Scraping competitors ad copy to quickly generate competing ads
  • Creating a load of accounts to repeatedly report competitor ads (now those ads are much easier to find)
  • Grabbing competitors’ active social tracking codes and landing pages by following the ads, then using them to send realistic-looking fake traffic and conversions – more effectively throwing off their spend
  • Targeting the same demographics as a political party and sending more extreme versions of the same messages to polarise their supporter-base.

This might be a good way for the platforms to show willing but allowing unfettered access to this data may not be the clean fix it seems to be. Where we see a page that doesn’t seem to have any ads running – is that insight into a current lack of activity, or a sign that already some of the bigger brands in competitive industries have turned off ads until they can find a better way to cloak against competitors?

To paraphrase the Princess Bride – never go in against marketers when data is on the line.

What have you found?

As a community we are all naturally curious, so we encourage you to start scouring Facebook and Twitter and look for those interesting stories. When you find them feel free to give us a shout in the comments below or reach out to any of the contributors to this post over on Twitter (Robin Lord, Emily Potter, Dominic Woodman, Will Critchlow and Tim Allen)

The State of Pro-Justice Advertising as Justice Kennedy Retires

Retirement.

The word evokes many emotions. But for those who have plans to quit the 9-to-5, there are always some indulgent hopes. A store-bought cake in the break room. Congratulatory pats on the back. A contented sigh over a mug of coffee as the retiree enjoys their last day in the office.

But yesterday, when US Supreme Court judge Anthony Kennedy announced his decision to retire, the public reaction was far from supportive.

As of now, #kennedyretirement has been trending on Twitter for several hours. Checking out the tag, you’ll find hundreds of tweets from people expressing real, genuine fear for the future of America.

But why is this a big deal?

With a spot newly opened in the Supreme Court, President Donald Trump can place whoever he wants into the seat. This means he has the once-in-a-lifetime opportunity to cement a conservative majority on the top court.

What could conceivably come from this are the removal of rights from several groups. But one hot-button issue that is particularly being explored today is women’s reproductive rights.

Although Roe v. Wade was decided in 1973, the hard-won right for women to choose what to do with their bodies has always been on shaky ground.

When DeVito/Verdi was still a young agency, we teamed up with the Pro-Choice Public Education Project (PEP) to create a series of ads to bring awareness to this vulnerability and mobilize abortion-rights supporters. This was in 1999, and the abortion debate had been fraught with dwindling abortion providers and anti-choice terrorist attacks.

Social awareness advertising is not new, and it continues to shape politics today. To increase a campaign’s chances of success, it is often stressed that the company establish a solid stance on a controversial issue, with provocative content that sparks and holds its audience’s interest.

However, with such contentious subject matter, agencies must tread with caution, else the entire campaign backfires. This was seen in the case of Pepsi last year, when the soda company was accused of trivializing Black Lives Matter with their TV spot, in which white reality TV star Kendall Jenner brings peace between protesters and law enforcement by offering a police officer a can of Pepsi.

While public awareness on many social issues, including the vulnerability of abortion rights, seems to have grown in recent years, it’s clear the fight is far from over. From producing conversation-sparking imagery to stepping into a booth to cast a vote, there are all kinds of concrete ways to build awareness and inspire action.

Justice Kennedy’s departure can appear like a step backwards. But it is also an opportunity. His departure will highlight the fight for access to abortion, and with abortion once more in the public eye, now is the time for pro-choice organizations to focus heavily on influencing public opinion.

In the coming months, abortion will once again be at the forefront of America’s political conversations. The time is right to reach people through effective, incisive advertising and take a stand for what is right.

Be An Outsider. It’s good for you.

There is nothing I love better than shaking up the work week and doing things differently. So, last week I was so thrilled for our office to be a part of a new campaign for our client, L.L. Bean.

The outdoor retailer’s newest initiative is called Be an Outsider at Work which is based on its overarching creative platform, Be an Outsider. The initiative was created after our Jack team uncovered some interesting insights – consumers want to get outside but work is the biggest obstacle.

In fact, a study by the brand revealed that 87 percent of indoor workers consider themselves someone who enjoys the outdoors but 75 percent rarely or never take the time to work outside. So, the idea to bring the outdoors to the office was born. Working alongside workplace strategy expert Leigh Stringer and co-working company Industrious, the brand created the first ever outdoor co-working space. Kicking it off in NYC, L.L. Bean will roll out its custom outdoor workspace in a few other markets over the next month to let consumers experience the benefits of working outside. The team also put together a site with great resources so anyone can Be An Outsider at Work. It’s filled with tips and strategies to make the most of your workday by incorporating outside elements into it.

Why is this so important?  When we talk about finding balance in our lives, making sure we get outside is essential to our well-being. Studies show that when we spend time outdoors, we are more productive, more creative and happier.  It’s also why Jack decided that we needed to actively take part in this effort – living the campaign that we helped to create. As a result, we became the first global agency to Be an Outsider at Work.

Our teams around the globe truly embraced this concept and in the last week really took it outside – from Dubai to NY. Everyone seemed to love adding a few minutes of sunshine into their workflow. I had spent the weekend with my family and friends enjoying beaches and hikes and the sunshine in Hong Kong, so personally it felt great to take the Jack team outside for our weekly staff meeting to extend that outdoor time a bit longer. A 30-second downpour didn’t deter us, we covered our project and team updates, we learnt about the history of Dragon Boat day in Hong Kong, and our invited guest presenter was magician Jeff Teo who amazed us with some very cool magic.

Be an Outsider at WorkSpending time outside can really increase your mood and self-esteem and it only takes five minutes for the effects to kick in. Plus, it’s proven to lower stress levels and boost your physical health. It’s a great movement and we’d like to see more companies Be an Outsider at Work.

I’m standing as I write this, with an eye on the window checking out the clouds and weather to see if my next meeting can be done Outside. How about you? #BeanOutsider #JackMortonWorldwide

Click here to learn more about working outdoors.

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Weber Shandwick & Clients Celebrate Wins across 10 Categories at 2018 Cannes Lions International Festival of Creativity

Weber Shandwick was awarded 16 Lions at the 2018 Cannes Lions International Festival of Creativity in partnership with its clients, including three Gold Lions, four Silver Lions and nine Bronze Lions. The firm was recognised for its work across multiple categories, including Brand Experience & Activation, Creative Data, Direct, Film, Outdoor, Print & Publishing, PR, Radio & Audio and Social & Influencer. Weber Shandwick was the only PR firm to get lead agency status in the Mobile category for its work on educational app Studytracks, which received a Bronze Lion.

“We pushed beyond the PR category this year, demonstrating the power and dimensionality of our discipline and our work,” said Gail Heimann, president, Weber Shandwick. “I’m proud of the strategic thinking, imagination and craft that went into each and every campaign we entered this year. Thank you to our client partners, our IAT partners and the Cannes Lions organisation for the continued opportunities to showcase our work and its impact on business and the world.”

Weber Shandwick was recognised on Lion-winning work such as “Bordeaux 2050” for L’Association des Journalistes Environnementaux, led by McCann Paris and Verizon’s “First Responders First” and “Answering the Call” campaigns, both led by McCann New York. 3PM Agency (Weber Shandwick in partnership with PMK-BNC) was awarded two Lions for its work with ABInbev: “Dilly Dilly,” led by Wieden + Kennedy New York and Budweiser’s “Stand By You,” led by David Miami.

Throughout the Festival, the firm and its client partners received 47 shortlists across 14 categories.

Weber Shandwick Experts Engage as Jurors, Competitors

Four Weber Shandwick executives served as jurors at the Cannes Lions Festival this year, including Gail Heimann, who sat on the Titanium jury as the only representative from the PR sector. Heimann previously served on the inaugural Glass Lions jury in 2015 and was president of the PR jury in 2012. Arnaud Pochebonne, general manager of Weber Shandwick France, Darren Burns, president of Weber Shandwick China and chair of creativity & innovation in Asia Pacific, and Valerie Pinto, CEO of Weber Shandwick India, were jury members in the PR category. See here for key learnings from the jurors following Cannes.

The firm was also proud to participate in the annual Young Lions PR Competition, which gives young talent an opportunity to compete against peers on an international stage. Senior Strategic Planner Jean Paoli and Consultant Raphaële Brachet represented France and Weber Shandwick, taking home a Silver Lion for their campaign.

Driving Conversation on la Croisette

For the eighth consecutive year, Interpublic Group, Weber Shandwick’s parent company, hosted its annual Women’s Breakfast during the Cannes Lions Festival to celebrate female leadership in business and focus on the issues women face today. The breakfast featured sessions with activist Gloria Steinem, #MeToo movement founder Tarana Burke and representatives from Amazon, Facebook and the New York Times, among other leading organisations. At the breakfast, Heimann interviewed Olympic bronze-medalist fencer Ibtihaj Muhammad, the inspiration for client Mattel’s 2017 female fencing Barbie™ and its “True Representation” campaign, which was a shortlist contender in the PR category at the Festival.

Elsewhere, Tom Beckman, Weber Shandwick’s global head of creative, participated in a hackathon hosted by Cannes Lions and Dot Dot Dot that brought together a group of creative leaders to workshop new ways the advertising and marketing industry could contribute to social good. Weber Shandwick Executive Creative Director Jenna Young joined a session hosted by Brand Innovators where she discussed the intersection of creativity and technology. Peter Matheson Gay, executive creative director, and Stacey Bernstein, EVP and global director of digital health, also provided commentary on trends from Lions Health on Cannes TV, a digital broadcast for Cannes Digital Pass subscribers.

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Integer Releases Final Installment Of Artificial Intelligence Study Series

Integer released the fourth and final white paper in a series of research findings surrounding the impact of artificial intelligence on commerce.  Embracing The Machines: AI’s Collision with Commerce is a study of over 3,500 respondents illuminating how shoppers perceive and use AI and to what degree people will allow AI to become part of shopping in the future. The study also draws implications for what brands, retailers and marketers need to know regarding AI’s influence on the commerce landscape.

In the fourth and final installment of the study, “Part 4: The Socioeconomics of AI,” Integer examines the data in light of the varying socioeconomic factors affecting today’s shopping culture. Integer explores whether attitudes toward and adoption of AI technology differ based on socioeconomic factors including household income, education level, and region.

For more on the series, read the press release here or visit Shopper Culture.

Dallas Ad World Shows Off Their Best and Brightest

The Frontiers of Flight Museum was the venue for the 2018 Dallas Shining Stars Gala on June 21st hosted by AAF Dallas.  This was the second year for the program that encourages peers from the Dallas ad community to nominate their favorite advertising woman to the status of Dallas Shining Star. Integer’s Ellen Cook, President, Dallas was recognized, and AdChat DFW featured an interview with Ellen surrounding the recognition HERE.

We’re hiring: Social Media Manager

We’re after someone pretty special to create stunning visual content for our social media clients, including Fox’s Biscuits, Pukka Pies and Belvoir Fruit Farms. If you’re a brilliant social media manager and content creator, read on. You could be just who we’re looking for.

Requirements

  • 3-5 years’ experience working in a dedicated social media role.
  • Experience working on consumer brands comparable to the scale and stature of Together clients
  • Fully capable across all the following: social media planning; campaign implementation – organic and paid; community Management and associated software/tools; analysis and associated tools
  • A relevant degree
  • Some time working client-side would be an advantage. If all experience is client side, they would need to demonstrate exposure to a wide range of platforms, campaigns, analytics, organic and paid.

Responsibilities

Your main role will be to work jointly with clients to set objectives for social media activity, contribute to the process of improving social media strategies that are consistent with, and integrated into, overall marketing strategies in order to meet objectives. Create annual/quarterly/monthly social media plans and reports according to client needs. Working with the creative team to generate content for clients’ social media programmes as requested. Act as Community Manager and actively manage client relationships and ensure they are strong, recommending client socials, client professional development etc.

Why apply?

For one thing, we’ll pay you a competitive salary and give you a decent chunk of holiday to boot. But as well as that, our agency is genuinely a brilliant place to work. Our team is close-knit and super friendly and we’re set slap bang in Nottingham City Centre, so it’s an easy commute – and even easier to find a spot for after-work drinks.

Ready to send your application? Great. Email hello@togetheragency.co.uk with your CV and a brilliant portfolio and/or showreel, with ‘Vacancy: Social Media Manager’ as the subject line. Or, if you want to know more, give us a call.

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Six Tips for Generating a Content Plan to Boost your PR Efforts

PR experts have a lot of experience creating exceptional content for their brands. In the digital marketing world, making the most of this content generation ability now means investing in new content marketing plans to ramp up brand awareness and cultivate customer engagement. For PR pros, the rise of content has provided countless new opportunities to communicate with important audiences and raise visibility for critical clients.

Of course, as valuable as content marketing can be, it’s only effective if companies know how to use it properly. The following tips could help any PR agency make the most out of their content plan.

Use a Range of Media

While the days of written press releases aren’t over just yet – there are plenty of different ways that agencies can share content with the public in the modern age. Aside from writing content, PR groups can reach out to audiences through social media marketing, video content, and images too. A wider range of media can help to earn more attention online.

Optimize PR Content

To make content stand out in a world where everyone is using blogs and articles, PR pros need to make sure that they’re optimizing everything they produce. This means adding SEO strategies into their campaigns to improve their ranking with search engines like Google, as well as adding features that make the content easy to consume or share. For instance, a “share on Facebook” button at the end of an article could improve brand reach.

Show Expertise

When people look for content online, they’re often looking to learn something. A great way for PR companies to make their clients stand out with content is to present them as a “thought leader” for a specific niche. Q&A sessions or in-depth industry articles can help a company to appear more credible and authoritative.

Use Data

Content marketers around the world are beginning to recognize just how valuable data can be to their marketing strategies. The right data gives organizations a chance to learn what their audience wants most from them. For instance, digital tools like Google analytics can help PR agents to track customer responses to certain pieces of content and adjust future strategies accordingly.

 Hack the Press

In the content marketing and PR world, hacking the press is similar to hacking a target audience. It’s all about understanding what the media are looking for to fill their news pages and giving them the content, they need. There are certain content formats that are typically well-received by industry publications, and PR agents can use those to their advantage when they’re planning a brand awareness or content strategy.

Maximize Content

Finally, since content is incredibly valuable today, it makes sense for PR agencies to get as much distance out of each piece as possible. As well as investing in the right content creation for their clients, PR groups can also multiply the content they create by turning it into different formats or looking at it from multiple angles. For instance, PR companies might interview different members of a business about a certain topic or transform a recent article into video piece or infographic.

The post Six Tips for Generating a Content Plan to Boost your PR Efforts appeared first on 5W PR News and Updates, NY Public Relations Agency Blog.

Could social media be a new TV platform?

Instagram launched a new standalone video platform to compete with YouTube. This new feature is a way for users to film and watch longform videos without leaving the app. The videos can be up to an hour long, in comparison to the previous 60-second video feature on Instagram.  

The issue with a 60-second limit: Users would post a video to their “Instagram story” and then a link to a follow-up, longer video, on YouTube. The new Instagram TV removes YouTube from the equation, keeping the whole video on Instagram. Realistically, no need to ever leave.

The longform video will take up the entire screen of your phone, and will eventually get its own app called IGTV. The Instagram algorithm will pair you with videos you might like, videos that are popular, and videos from creators you follow. Once you reach at least 10,000 followers, Instagram allows you to post videos up to 60 minutes in length. If you are an average Instagram user with less than 10,000 followers, you can post videos up to 10 minutes.  

In the past few years, social media platforms have become increasingly complex, transitioning from just a place to socialize to news and media platforms. Instagram’s recent direction has taken aim at fellow social media platform, Snapchat. When Instagram created the “stories” feature and soon after the “story highlights” feature, competition between the two rose. The new IGTV launch will put Snapchat’s video focused discover page at even more risk.

But, the main competitor this launch targets is YouTube. As the dominant video platform, YouTube has yet to face much competition since Google purchased it in 2006. There is really no other platform just quite like it. If YouTube content creators shift to Instagram, YouTube might lose its dominance, similar to how Vine’s decline was marked by content creators shifting to YouTube.

This new launch will be a test to see how social features integrate with a video platform. YouTube tried to implement social features in the past, most notably the failed Google+ integration, but they are at the very core of IGTV. As Instagram remains a popular social media platform, will longform videos be as engaging as the shorter posts for which Instagram is known?

How to Maximize Public Relations Placements

One of the most important parts of any PR agency’s job is finding the right media coverage for their clients. Whether it’s a television slot or an interview in a magazine, the right PR placements are a critical part of building brand awareness for any business. Unfortunately, while PR placements might have been the peak of the agency journey a few years ago, that’s not the case anymore.

Once an organization has achieved the right PR placements, there’s still a lot of work that needs to be done to ensure that they get the most out of every piece of coverage. The steps taken after a PR placement appears can make or break a company’s marketing strategy.

Get on Social Media

One of the first things any agency should do after getting a PR placement for their client is to share that coverage on the social media channels of that brand. After particularly important placements, it might be worth using paid advertising on social media and influencer shout outs to build buzz around the coverage. It’s also possible to use social media to build buzz in advance with posts designed to create anticipation.

Share News with Stakeholders

Whenever a brand achieves something great, the first people to know should be the stakeholders. These are the people who have a vested interest in a company and want to see regular evidence that it’s doing well. Aside from sharing news with customers, PR agents can also look into sending presentations and press releases out to stakeholders, employees, executives, and board members too. This may help to generate more trust and credibility for the company.

Put Quotes and Snippets on a Website

There are plenty of ways to showcase an important placement on a brand website. Something as simple as links to a website with media coverage can be enough to develop more credibility for a company. Organizations with multiple placements can even create a “news” section on their site where they show off their most recent coverage. This can also be a great way to increase organic traffic with keywords and phrases.

Make the Most of Email

If the organization a PR agency represents already has a strong email marketing list, they can include their PR placement in an upcoming newsletter for the brand to help add something new to the content strategy. Sharing brand placements via email is a great way to get the attention of customers and clients that might have lost interest in the brand or forgotten about its potential. Companies will just need to make sure that they don’t overwhelm their audience with too many emails at once.

Add Placements to Presentations

Finally, PR placements can be a great way to add more weight to proposals, presentations and other important collateral materials too. Coverage from the right companies demonstrates the success a business has with the media and instantly makes that company more trustworthy. In the right circumstances, PR coverage can even be a great way to improve a brand’s thought-leadership strategy.

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