Facebook, LinkedIn, and Twitter made headlines yesterday afternoon about changes coming to their services. Ads have always been the life-blood of these services and they’ll continue to be indefinitely. Whichever service improves their reach and influence with consumers will do better in the long run. Yesterday each company unleashed (or at least talked about) better ways to build your brand and reach consumers more effectively.
LinkedIn Adds Sponsored Updates
LinkedIn, the grown-up version of social media for businesses and professionals, has been doing well despite having a smaller user-base than Twitter and Facebook. Businesses are able to build their brand and influence as well as make the connections they need to grow or receive valuable advice.
Yesterday, as Brian Patrick Eha writes for Entrepreneur, LinkedIn launched sponsored updates for businesses which allow them “to promote themselves to the networking site’s larger audience.” In the past updates would go to people and businesses already following your company. I’m honestly surprised LinkedIn didn’t think to implement this feature sooner.
LinkedIn could borrow a lot more from Facebook and Twitter. I definitely think they should, as the more effective their updates and ads get, the more people will use the professional network. For example, as Anthony Ha reports on TechCrunch, “HubSpot…saw 400 percent more leads from their LinkedIn Campaign than from other paid efforts.”
Twitter Harnesses TV Ad Power
No, Twitter isn’t going to start showing up on TV all of the time. But what they announced yesterday is certainly worth reading about. As Douglas MacMillan writes for Bloomberg, any agency or company running a national campaign can now use a new ad-targeting service that “lets advertisers direct promotions to viewers who tweet about shows they’re watching on television.”
Interesting, right? I definitely think it is. Essentially, Twitter can track when companies run their TV ads, and then sync its promoted tweets to reach those people already talking about the TV where the ad ran. It sounds like a data nightmare to me, but Twitter is able to do this with technology they gained when purchasing Bluefin Labs earlier this year. As Josh Constine reports on TechCrunch, features like this will “help businesses refine their ads for maximum impact and retweetability.” I agree.
Last But Not Least, Facebook and Video Rumors
Last up is Facebook. They didn’t make any announcements but we’ve got a much better idea now based on a few reports as to when video ads will make it to everyone’s news feeds. Jim Edwards reports on Business Insider that “Facebook sales teams are pitching the to big media buying agencies, and have gotten enthusiastic responses. It will happen.”
Rumors about video ads coming to Facebook broke onto the web a few months ago. Video ads on Facebook, which reportedly will last 15 seconds, go after the big spenders on traditional television advertising. If Facebook can nab those agencies, it will definitely bring in tons of revenue for the public company. We may hear more today during Facebook’s second quarter results reporting. If we do, great. If not, it’s a waiting game.
Which changes do you think are the most important for businesses and agencies?
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