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Instagram is looking to make the ads in its Stories feed better equipped for brands to tell stories. Instagram is rolling out a version of its Story ads that can include three consecutive photos or videos instead of the standard one, the Facebook-owned photo-and-video app announced on Thursday. Instagram is testing the expanded format with 12 brands, including California Pizza Kitchen, Netflix and Paramount, and will also open up the new format, which it’s calling “carousel ads for Instagram Stories,” to brands buying ads through automated ad-buying firms in the Facebook Marketing Partners program. The company does not yet have a timeline for when it will become available to self-serve advertisers, said Instagram’s director of product marketing Susan Rose.
By tripling the number of posts in a Story ad, Instagram is enabling brands to get more creative with their campaigns and removing the pressure to squeeze everything into one 15-second video, as has been the case since Instagram introduced Story ads last year. For example, a clothing brand could begin their ad with a video of someone wearing an outfit, followed by a close-up photo of a particular garment and finish up with a post that links to the brand’s e-commerce site so a person can swipe up on the ad to buy it. Or a brand could simply use the format to stitch together three 15-second videos into a single, albeit segmented, 45-second spot. And now that brands can create multiple posts in a Story ad in the same way that people can include multiple posts in an organic Story, advertisers can adopt trends popularized by non-advertisers, such as including multiple posts that people can tap through to create a flipbook effect.
Do you want more business from your blog posts? Looking for tips to qualify leads more effectively? In this article, you’ll discover how to warm up and convert prospects by turning blog posts into a three-part video funnel.
Simon Sinek famously stated, “People do business with people.”
Trust is built upon knowing the people behind a product or service, meaning you increase the chance that cold prospects will become customers by getting to know them and letting them get to know you in return. A blog can play an integral role in building that relationship. That said, simply publishing blog posts isn’t enough. You need to build on the impact of your blog posts by using each one to support a sales funnel. For example, I repurpose blog posts into videos I promote as part of a larger, structured funnel that I use to begin relationships and generate conversions.
Do you tune out when people talk about structured content? The conversations can get stunningly abstract. Stodgy even. And the way some people talk about structured content, it can come off as a miracle cure: Lower costs! Happier audiences! Efficiency! Accuracy! Consistency! Set your content free! Hard to picture? Sound too good to be true?
Having worked with structured content as a technical writer (creating user manuals for medical devices), I’m here to tell you this approach can deliver on its promises. Yes, you must update your processes. Yes, you must determine what kind of structure makes sense for your content and your customers. Yes, you may need a new CMS and maybe even new team members. And yes, you may look back and declare all those changes worth making. In her Content Marketing World talk, Structuring Content for Dynamic Storytelling, content strategist Carrie Hane details what it means to set your content free by structuring it – and why marketers should care. In this post, I share some of her insights.
Want to drive Facebook traffic to your website without using ads? Wondering how your Facebook cover image can help? In this article, you’ll discover how to use your Facebook cover image to generate clicks that convert into leads. One frustration for businesses on Facebook is that they invest lots of time and resources into building a fan base, and then the algorithm takes over. According to a Locowise study from October 2017, less than 9% of fans actually see what pages post organically.
And with the Facebook Zero announcement that friends and family content will be favored over public (page) posts, businesses will likely see even less organic reach now, particularly those with content that doesn’t spark engagement. Pages will need to turn to paid ads for visibility in the feed. But what if there was another way to get more value from your existing Facebook fan base? Your cover photo can help you capture your fans’ email addresses so you have an additional platform with more control over to communicate with them. Here’s how.
For a growing number of brands, the story of standout content marketing success in 2018 might just sound like a podcast.
Though podcasting certainly isn’t a new medium, it has come into its own as a content platform over the last few years. With the success of high-profile series like Serial and S-Town, highly successful podcast networks like Wondery and Gimlet, and the growing legitimization of audio content as a vehicle for high-caliber performers and other creative talent, consistent audio storytelling can offer businesses the chance to win massive audience attention for their brand messages – and do so in a way that many feel to be less “markety” than other scripted content formats. Just how large an opportunity could podcasting represent for marketers? Consider these findings on its engagement benefits from Edison Research’s 2017 Podcast Consumers report: