Check out this week’s summary of all the latest social media news, including changes and new features for Facebook, Twitter, Pinterest and WhatsApp:
- Facebook launches its 15-second, auto-playing video ads – Facebook started testing video ads last fall and now a ‘select group of advertisers’ will be placing the 15-second video ads on the platform; the ads will autoplay without sound, or, if tapped by a user, expand and add volume (TechCrunch)
- Facebook updates design for Business Pages – last week, Facebook’s desktop version rolled out an updated design for brand pages; the updates are designed to make it easier for brands and businesses to manage their presence on the site (MediaPost)
Any social media updates that we missed? Let us know in the comments below.
The cost of the average ad on Twitter is falling; data from Twitter’s annual report reveals a drop of 81% overall since Q1 2012 in average ad rates, and a drop of 18% in just the last three months of 2013 (Quartz). The data includes ads on both Twitter’s website and mobile apps.
This isn’t necessarily bad news for Twitter; total revenue is still growing, with more advertisers buying ads at the lower rates. Twitter claims ad rates are dropping for two reasons: 1) there’s more available space for advertising on the platform and 2) lower rates appeal to both small businesses and international businesses.
Twitter told Quartz that, “As we continue to optimize for advertiser value and the overall user experience, the cost per ad engagement may continue to decline over time, and we expect the cost per ad engagement to decline in the near term.”
However, Quartz notes that if rates continue to drop, the company will need more users — and more ads — to remain successful. What do you think – will Twitter be able to stabilize ad costs?
Twitter’s declining ad rates [via Quartz]
Check out this week’s summary of all the latest social media news, including changes and new features for Facebook, Twitter, Vine and Snapchat:
Any social media updates that we missed? Let us know in the comments below!
Check out this week’s summary of all the latest social media news, including changes and new features for Facebook, Twitter, LinkedIn, Foursquare and Path:
Any social media updates that we missed? Let us know in the comments below!
Here’s your quick weekly summary of all the latest social media news, including changes and new features on Twitter, Facebook, LinkedIn, Tumblr and Google:
New improvements to Twitter for Mac – Twitter’s updates for Mac include improved photo sharing, retina display support, and 14 additional languages (Twitter)
Twitter completes multi-year deal with ad holding company Starcom MediaVest Group – the details of the deal are vague, but SMG clients will get ‘first dibs’ on premium Twitter inventory, as well as new ad units currently in development (AdAge)
Twitter now has a two-step solution – Twitter is internally testing a new two-step security solution, which should reduce the risk of users having their accounts hacked (Wired)
Twitter testing new local discovery features – Twitter is testing a new feature that lets users discover tweets from people within a certain distance of their location at any given time (AllThingsD)
Facebook snaps up team behind mobile startup Spaceport – Facebook acquired the team – but not the technology – behind Spaceport.io, a startup focused on giving developers tools to bring Web-based applications to mobile devices (AllThingsD)
LinkedIn launches contacts product for iOS and the web – the new feature pulls users’ contacts together from their personal LinkedIn network, Google, Yahoo, Microsoft and more networks (but not from their Facebook and Twitter accounts); it is now available on LinkedIn’s website and as a mobile iOS standalone app (AllThingsD)
Tumblr rolls out mobile ads, which will appear alongside posts in user streams – one week ago, up to four ads per day began appearing directly in users’ content streams on both iOS and Android apps; ads will also eventually be coming to desktop computers (PaidContent)
Google crashes Facebook Home’s easy updating party, now requires all Play apps to be updated through the Play store – a change in terms and conditions means that any update to Play Store apps must be served through the Play Store itself, including updates to Facebook Home (TechCrunch)
Google AdWords enhanced campaigns now let advertisers highlight their Google+ follower count, get improved in-app targeting – AdWords advertisers can now easily highlight their Google+ follower counts in their enhanced campaigns (TechCrunch)
Did we miss any updates? Let us know in the comments below.
A revised forecast for advertising spending on Twitter estimates the site will earn close to $1 billion in 2014, according to eMarketer. This year, Twitter will earn $582.8 million in global ad revenue; a impressive 53% of that will come from mobile advertising. The estimate shows marked growth in earnings from mobile advertising, which accounted for “virtually no ad revenue” back in 2011.
This year, Twitter will early $308.9 million from mobile ad revenue; that number is higher than Twitter’s total ad earn in 2012 (and more than double the platform’s revenue from mobile ads in 2012).
By 2015, Twitter’s worldwide ad revenue will total $1.33 billion, over 60% of which will come from mobile advertising.
Three factors led eMarketer to make upward revisions for mobile advertising on Twitter:
- advertisers have shown more interest in spending money on mobile advertisements on Twitter
- recent audience figures from multiple research sources suggest Twitter’s reach is improving
- the platform is benefitting from increased focus on mobile by competitors like Google and Facebook; they have also worked to convince advertisers to shift dollars to mobile devices
Mobile advertising will clearly play a significant role in Twitter’s revenue in the future – are you surprised that it already accounts for the majority of ad revenue?
Twitter wants politicians to know that their tweets are effective. The first 2012 presidential debate earned more than 10 million tweets, and was the “most tweeted event in U.S. politics.” But what is the actual impact of all this political tweeting? Does it really influence users or change behavior? A new study from Twitter and Compete set out to answer these questions.
The bottom line for politicians is the ability to drive donations. According to Compete’s data, the average Twitter user is 68% more likely to visit a campaign donation page than the average internet user. This likelihood bumps up when Twitter users are exposed to tweets from:
- political handles they follow
- political retweets by users they follow
- Promoted Product campaigns by a political handle
- searches on political terms
Twitter users exposed to the political tweets listed above are 97% more likely than other Twitter users to visit an online political donation page.
Twitter users exposed to political tweets are also more likely to visit political donation pages than they are to visit generic (non-donation) political sites.
Perhaps the study’s most interesting finding is that more exposure does lead to more donations. Twitter users who saw a political tweet across 3-7 separate days were 31% more likely to donate than the average Twitter user exposed to political tweets. When the number of days of political tweet exposure was raised to 8 or more, the rate of donation bumped up even higher, to 76% more likely to donate than the average exposed Twitter user.
Finally, were there any differences across party lines? Compete couldn’t analyze the campaigns separately, but Twitter said the lifts in donation rates “were found to be very similar across all candidates, groups and parties.”
While it would be interesting to see third party data to support this research from Twitter and Compete, these results clearly indicate that politicians should tweet away in order to gain more donations.
What’s your experience? Are political tweets driving you to political donation pages, or just clogging up your tweetstream?
Restaurant chain P.F. Chang’s spent $25,000 to advertise a Lunar New Year promotion this winter, and the results from mobile Twitter users were “staggering,” Jason Miller, digital content and community manager for P.F. Chang’s told The Wall Street Journal.
The brand displayed sponsored tweets promoting dining rewards to Twitter users searching for terms such as “Chinese New Year,” on their mobile phones or their personal computers. In the first four days of the campaign, approximately 1 million people clicked through or engaged with the posts via retweet or reply; of those, roughly 70% did so from mobile devices.
As a result, P.F. Chang’s switched its entire ad spend to focus on Twitter mobile advertising, with results that the brand describes as “staggering.” After some additional experimentation, Miller speculates that Twitter advertising works well for time-sensitive promotions, rather than broader awareness-building efforts.
It’s ease-of-use for mobile users has always been one of Twitter’s key strengths over other social networks. Twitter introduced its mobile advertising products in February of this year. By June, Twitter CEO Dick Costolo told an Economist conference audience that the company was making more money from mobile advertising than from ads displayed on desktop computers. “(Twitter ads are) inherently suited to mobile because Tweets are suited for mobile. Even though we launched first on the web and only started to run on mobile a few months ago. It’s already been the case a couple weeks ago that mobile ad revenue in a day was greater than non mobile. Mobile revenue is already doing delightfully well,” he said. Costolo also pointed out that mobile Twitter users are more active and engaged.
P.F. Chang’s has been using Twitter for quite a while, delighting customers by responding to Tweets from across the coast, and sponsoring Twitter parties, among other things. The chain’s Twitter account currently has just under 45,000 followers.
Have you ever clicked on a Twitter mobile ad?
The best-performing advertising categories on Facebook are the worst-performing on Twitter, and vice-versa. According to new research from Washington Post Co. subsidiary and social media marketing firm SocialCode, consumers use Facebook to connect around their personal lives, while those on Twitter are sharing realtime news about events. As a result, the two platforms require very different advertising approaches.
SocialCode compared the results of campaigns for a number of clients. According to its findings, as reported in MediaPost, the most responsive of eight user categories targeted on Facebook — food and social media — were the lowest-performing on Twitter. But the two highest-performing categories on Twitter — entertainment and sports — were the lowest ones on Facebook.
The research also found a huge difference in response rates from followers and fans when compared to non-followers: a brand’s Twitter followers are five times more likely to accept offers than non-followers, while Facebook fans are two to five times more likely to do so, per Social Code’s research. In other words, you need to maintain an ongoing presence and build a community over the long term in order to see the best results from a social media advertising campaign.
At the All Things Digital D9 conference Wednesday, Twitter CEO Dick Costolo shared a number of facts about Twitter’s growth and performance as an advertising platform. Here are some highlights, captured by Peter Kafka for All Things D:
Twitter’s growth continues to be cross-platform and cross-channel:
- The site gets 13 billion API requests daily.
- The site processes 1 billion tweets every six days (the first billion took three years).
- Mobile use rose 150% since January.
- The majority of use is not on the Twitter.com Web site. We’re seeing dramatic growth in Twitter for iPhone, Blackberry, Android.
- In many countries, SMS is crucial. In Haiti, 95 percent of use is SMS.
Twitter claims huge success as an advertising platform:
- Twitter currently supports about 600 advertisers, up from 150 at the end of 2010.
- Over 80 percent of advertisers renew.
- Volvo’s ad had a “50% engagement rate”
- A RadioShack promotion ran for one day on Twitter. In the next three days, in-store exchanges and purchases were up double-digits from the day before the ad ran. And the ad didn’t run anywhere else
Costolo also denied that the company was breaking trust with developers, saying that the company has announced its own photo sharing service to “remove friction” from the photo-sharing experience.
Watch videos & read Kafka’s full summary here.