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Marketing Week in Review: June 17, 2017

Marketing Week in Review June 17, 2017We’re halfway through June, which means it’s getting hotter pretty much everywhere. Hopefully you have a pool to get in or at least a cold drink in hand as you check out the latest marketing news! This week, it seems it’s been all about the major social networks, with Facebook stealing the spotlight as usual. Here’s what you need to know before you make any marketing or advertising decisions this week.

Twitter App Gets a New Look

If you’ve ever taken issue with Twitter’s design, you’ll be glad to hear that it’s getting a redesign that will take effect in a few days. According to The Verge, the iOS version of the Twitter app will now look more like the Android version, while Variety says it looks like Twitter got some inspiration from Instagram. But you can be the judge of what it looks like when you see the new design yourself.

The main thing to know is that there will be a new side navigation tab that you’ll have to tap to get to your profile, Moments, lists, and settings. And while the rest of the Twitter app won’t have many changes, you will likely notice more white space, rounded icons, and bolder headings.

Plus, the reply button now looks like a speech bubble instead of an arrow, just to make it clear that it’s not the delete or back button that many people thought it was. That’s not a mistake Twitter wants its users to make, so it’s a good thing this was updated.

Instagram Makes It Easier to Label Sponsored Posts

Influencer marketing is big on Instagram, but apparently not all influencers have been following the rules set forth by the Federal Trade Commission. In fact, 93 percent of sponsored posts are not labeled as such, which could spell legal trouble for both influencers and the brands they represent.

That’s why Instagram is trying to make it easier for influencers to make it clear that their sponsored posts were paid for by certain brands. Now instead of influencers simply adding the #sponsored or #ad hashtag to each paid post, they’ll flag it and a label will appear that says, “Paid sponsorship with” followed by the brand name.

For now, only some users have this ability, but it will soon be available to everyone, which is good for brands, influencers, customers, and Instagram!

Facebook Offers Advertisers More Control

Another social network concerned with transparency is Facebook, which is no surprise since this brand owns Instagram. But this time, the transparency is geared toward advertisers rather than consumers, as Facebook plans to offer more transparency throughout Instant Articles, the Audience Network, and in-stream ads. To start, this means you’ll be alerted to where your Facebook ads might end up before you set up your campaign.

On a similar note, it will now be easier to block publishers before your ads are placed next to content where you might not want them. This is because you’ll be able to apply your block list to your whole account so you only have to do it once rather than for each campaign or group of ads.

You’ll also soon get to determine the types of placements you want for your video campaigns within the Audience Network. So if you want your videos to show up in the stream or as a native video, you can let Facebook know your preferences. And Facebook has made it clear that this is just the start of increased transparency and control for its advertisers, so keep an eye out for more improvements!

Survey Finds That Ad Placement Matters

There’s a reason Facebook has been focusing on allowing advertisers to have more control over the kind of content that their ads get placed next to. It’s because readers do notice it when your ads come up next to questionable or controversial content.

At least that’s what the new survey from the CMO Council found. More specifically, about 37 percent of the people surveyed said they think negatively of brands when their ads are next to content objectionable content. Note that this usually refers to content that promotes hate or terrorism, not just an opinion they don’t agree with.

Survey Finds That Ad Placement Matters

Not surprisingly, this may affect their purchasing decisions, and for about 11 percent of people, it would even result in a boycott of the brand. About nine percent would complain. Obviously, when you’re spending money on advertisements, the last thing you want is lower sales or increase complaints and boycotts, which is why it’s helpful when companies take the steps Facebook has in increasing brand control over advertising.

Facebook Celebrates the GIF’s 30th Birthday

And now for something fun! GIFs turned 30 this year (though if you ask them, they’ll say they’re 29 again for the next decade) and Facebook is celebrating this achievement by allowing everyone to use GIFs on their comments. All you have to do is tap the handy GIF button when you want to leave a comment. You can either let the GIF speak for itself—which so many do already—or add an explanation for it if necessary.

While the option to use GIFs in comments is new, you’ve could use GIFs in Facebook ads for a few months. Have you tried it yet? Let us know, and then join us next week for more marketing news!