Facebook and Snapchat: Ever Changing Empires

Facebook and Snapchat: Ever Changing Empires

By: Austin Chilton

We are living in a digital world and social media marketing is constantly changing. More and more these days, advertisers are constantly having to keep track of the latest trends, advancements in technology, and new platforms to help digital advertisers succeed.

Facebook

One of the platforms that have constantly been changing with the times is Facebook Ads Manager. Facebook rolls out minor changes every few weeks to keep up with the evolving digital landscape, and recently, they reordered the way you choose your campaign type.

Facebook has now combined multiple campaign options into three: “Traffic”, “Engagement”, and “Conversions”.

Traffic campaigns consist of all the features of the old Website Clicks campaign, as well as some features from the App Engagement campaign.

Engagement campaigns are now comprised of Post Engagement, Page Likes, Event Responses and Offer Claims. This is also where you would go to Boost your Post through Ads Manager.

Finally, there are Conversion campaigns, which consists of everything involved in Website Conversions and App Engagement options.

At the end of the day, the objectives themselves haven’t changed much, but Facebook has reorganized them in a way that most markets will better understand, which will lead to better use of the platform.

Snapchat

With the reports that Snapchat is preparing the tech industry’s biggest IPO since Facebook had theirs in 2014, it is no surprise that they are launching new gadgets and updating their ad platform.

Recently, Snapchat signed a deal with Oracle Data Cloud to develop third party data targeting. This will help marketers and advertisers use data to target individuals through offline purchases, and serve them with relevant ads through mobile messaging. This is the first time that businesses will be able to officially notice a return on investment, and advertisers will be able to track how many sales their ads generated.

Snapchat has also updated their reporting platform. Snapchat is notorious for being behind Facebook when it comes to metrics, but they took a step forward recently by adding the “Swipe” metric. So now Snapchat will be able to tell when a user is going through their filters and swipes over it, which is Snapchat’s version of an impression.

They are nowhere near where the advertising industry wants them to be, but advertisers should be willing to wait. Snapchat is now the second most popular social media network in the world, recently overtaking Twitter. This is due to the large amount of millennials and Generation Z individuals who use Snapchat as their main source of social media. 63% of Snapchat users are in the 18-34 demographic, with 40% of those considered as daily active users.

It will be interesting to see what else Snapchat can come up with before their IPO, which will reportedly be launched early March. Now that businesses are jumping on the brand awareness campaigns using filters, it looks like Snapchat will start to focus on ads with a distinct call-to-action, which they are currently testing with big clients through Snapchat 3vi. One this is for sure though: Snapchat is going nowhere but up.

 

 

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