In this social media news roundup, we cover Facebook’s new data management tool aimed at enforcing the company’s transparency attempts, Twitter’s new flexible bidding options for video ads and Instagram testing a new option for ‘stories’ ads which will show two instead of one ad between stories.
“What happens in Vegas stays in Vegas; what happens on Twitter stay on Google forever!” – Jure Klepic
In this article, we’ll cover the following most recent social media news:
- Facebook’s new data management tool is a modified version of the ‘Clear History’ tool; it also aims to enforce the platform’s transparency policy
- Twitter gives advertisers the option to bid on the first 6 seconds of a video ad view
- Instagram is testing how users will respond to two ads (from different brands) instead of the default one ad between stories
Let’s dig in.
Facebook’s New Data Management Tool
Responding to privacy concerns and massive EU fines FaceBook is releasing an ‘Off-Facebook Activity’ tool which will allow users to see a summary of the apps and website that have shared their user data with Facebook. The tool will also give the users the opportunity to clear the information from their Facebook accounts. However, the tool doesn’t so much ‘clear’ user data as it ‘disconnects’ the data from the user’s profile. It’s said the tool will first launch in Ireland, South Korea and Spain before getting the global rollout in the coming months.
How does the tool work? The company stated users will be able to use the tool to see and control the data other apps and websites have shared with Facebook. In addition to seeing a summary of said user data that has been sent to Facebook via business tools like Facebook Pixel or Login, users may choose to disconnect their information from their profiles; if they want. They can also choose to disconnect future off-Facebook activity from their account.
Is Facebook deleting the user data? The short answer is No. The new transparency tool will let users clear their information from their accounts, but the data will still exist.
“We’ll remove your identifying information from the data that apps and websites choose to send us,” writes Facebook Chief Privacy Officer Erin Egan and Director of Product Management David Baser, “We won’t know which websites you visited or what you did there, and we won’t use any of the data you disconnect to target ads to you on Facebook, Instagram or Messenger.”
Why should you care? The social media admitted that it expects the new tool to have some impact on its business. Specifically, the platform will lose ad targeting data if users take advantage of it. Less ad targeting data could mean marketers see lesser results and pull back ad spend on the platform. You can find more details about the new tool here.
Twitter Introduces More Flexible Bidding Options For Video Ads
The little birdy is giving advertisers the option to bid on the first 6 seconds of a video ad view.
Advertisers will still have the security of transacting on a longer view, while still providing an optimal short-form video experience. With the new 6-second video bid unit, advertisers will be charged only if their ad is viewed for 6 seconds, with pixels at 50%+ in view.
According to Twitter, this bid unit is ideal for advertisers who care about the completed view metric but are ready to embrace short-form content optimised for in-feed viewing.
Six-second video bid units are rolling out globally to the following types of ads:
- Promoted Video
- In-Stream Video Sponsorships
- In-Stream Video Ads for assets 15 seconds or less in length
Why should you care? Twitter cited a recently company-sponsored study which determined that short videos with no sound and clear branding drive better ad recall and message associations: “A recent Twitter-sponsored study by EyeSee determined short-form (under six seconds), sound-off videos with clear branding drive significantly better ad recall and message association on mobile than linear TVC style videos. Optimal video creative and viewing experiences drive brand lift and sales. After all, when was the last time you enjoyed sitting through a minute-long ad on your phone? Never? Us, too.” You can read more about it here.
Instagram Is Doubling Down On Stories Ads
The company is literally doubling-down on stories ads in a test that will show back-to-back ads to some users. According to a report in AdWeek, this test will impact a small percentage of users.
Instead of showing the usual one ad between stories, Instagram is testing how users will respond to two ads from different brands. A spokesperson told AdWeek that the company is simply gathering feedback for now. The main focus still remains on the user experience.
Presumably, if the test has a negative impact on user experience – per user feedback – then the company may decide not to roll this change out more widely. You can read more in AdWeek’s article.
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