Social Chatter Episode 218: Twitter Conversation Insights & Facebook Ad Personalization

Social Chatter: Episode 218 - Featured

Social Chatter Episode 218: Twitter Conversation Insights & Facebook Ad Personalization

Welcome to the 218th episode of Social Chatter, the longest running social media marketing talk show. We cover the latest social media news from this past week, including:

If you like, you can watch or listen to Social Chatter on our blog, YouTube channel, podcast or the Alexa Flash Briefing.

For those of you who missed last week's episode, we talked about WhatsApp catalogs for small businesses.

Let's see what's new in social media this week with, Christian Karasiewicz, Jim Fuhs and guest, Jennifer Quinn, author of the book, Leverage Livestreaming to Build the Brand: Start, Master, and Monetize Live Video.
 

Social Chatter: Social Media Marketing Talk Show - Episode 218

 

 

New Facebook Tools For Advertisers For Greater Personalization

In Facebook news, they are adding new Facebook tools for advertisers.

These include dynamic formats and ad creative for Dynamic Ads, multiple text optimization in single-media ads and auto-translated languages for single-media ads.

With these new Facebook tools for advertisers, you'll be able to tap into machine learning-driven capabilities to better personalize the ads that you serve to customers.

For example, with Dynamic Ads, you can automatically serve different ad formats to audiences with the help of machine learning. It can predict a user's format presence. For example, if I primarily use Facebook on mobile, it could show ads there, rather than on desktop where I might not be as active.

According to Facebook, " dynamic formats and ad creative solution aims to meet people where they are in the customer journey by delivering a personalized version of the ad to everyone who sees it."

A second type if Facebook tool for advertisers is the use of multiple text optimization. "Advertisers to input multiple text options for the primary text, headline and description fields, when creating single-media ads for traffic, app installs and conversions objectives. This allows our ad system to optimize for delivery and performance using variations of the text options provided, based on individual preferences identified by our machine learning models."

One last type of ad us the use of auto-translated languages for single-media ads. Advertisers can add languages and reach international customers with messages in their local language.

 

Why New Facebook Tools For Advertisers For Greater Personalization Matter For Your Business

If you're a small business, it can be challenging to run your business and try and also manage your Facebook Ads. The needs of your customers are constantly changing. By adding machine learning to Facebook Ads, you can benefit by adding greater personalization to your ads - not just through Dynamic Ads, but also using the auto-translated languages feature for single-media ads.

Together, you can benefit greatly because it will mean less work. The ads can effectively help you reach larger audiences, while helping you appear to offer greater personalization without having to manage every individual step along the way.

You can read the announcement about new Facebook tools that give advertisers more control over where their ads appear here.

 

 

Twitter Conversation Insights, Hiding Replies & Scheduling Tweets

In Twitter news, they have rolled out Twitter conversation insights, the ability to hide replies and scheduling tweets on Twitter.com.

 

Twitter Conversation Insights

Twitter conversation insights "finds and displays Tweets that you might ordinarily miss, thanks to Twitter's content listening tools that go beyond mentions and hashtags."

To use Twitter conversation insights, you'll need to have more than 1,000 followers. From there, you can access them from Twitter Media Studio here.

Within the dashboard, you'll get access to an interactive graph that displays the number of tweets about you. You'll also get an over view on the top accounts that are talking about or engaging with your content. You can then see more about your followers such as their engagement threshold, language, tweet format and more.

 

Hide Twitter Replies

Twitter has also rolled out another useful feature, the ability to hide replies.

By hiding replies, you'll have better control over the conversations that you have on the platform. Keep in mind, you can only hide replies on your tweets and not on someone else's.

When you hide Twitter replies, anyone can still view them just by selecting the "hidden reply" icon on a tweet. Here is how to hide Twitter replies.

 

 

Twitter Scheduling On Twitter.com

One last improvement coming to Twitter this week is the ability to schedule tweets on Twitter.com.

This is currently an experiment; however, it's an interesting one because if you use third-party tools such as AgoraPulse or Buffer, which offer tremendous amounts of value for social media managers, it begs the question whether Twitter will eventually do away with third-party scheduling and force users to use their platform?

In the meantime, here is how to schedule tweets on Twitter.com, a time-saving feature.

 

 

Why Twitter Conversation Insights Matter For Your Business

Twitter has rolled out a host of new and useful tools to help your business.

While Twitter conversation insights help you learn more about who is talking about your business (and avoid missing out on those conversations), you have to remember, it is important to leverage hiding Twitter replies (when applicable), to better control your content and also to make sure not to over schedule content, even though you can now schedule tweets on Twitter.com.

Together, these three updates can help your business get a grip on the conversations taking place on Twitter about your business. Keep in mind that you don't want to automate your channel, but instead, have real-time conversations. Twitter conversation insights can help ensure you don't miss those.

You can read the announcement about Twitter conversation insights here.

 

Google Local Adds Local Campaigns, Shopping Campaigns

This week, Google Local has added two powerful new features for your local business. These include local campaigns and shopping campaigns.

 

Google Local Campaigns

According to Google, "local campaigns are specifically designed to help businesses drive visits to your physical locations."

You'll be able to capitalize on people exploring the physical world around them and feature your locations when they are searching for directions. Here is how Google local campaigns will work.

Google local campaigns
Google local campaigns help promote your locations to customers using Google Maps.

 

 

Google Shopping Campaigns

Google shopping campaigns are useful for helping "promote your entire ecommerce and local product inventory to drive sales across both your website and stores."

Whereas local campaigns help drive users into your store, shopping campaigns help increase reach and sales.

Shopping campaigns help increase sales for online and offline purchases. For example, you can run shopping campaigns that highlight whether a customer can pick-up a product today or later from a Google search. Here is an example of Google shopping campaigns.

Google shopping campaigns

Google shopping campaigns can help you target customers looking to pick-up a retail product.

 

 

Why Google Local Campaigns and Shopping Campaigns Matter For Your Business

Google local campaigns and shopping campaigns can benefit your business regardless of whether you have a physical location or an online one.

With Black Friday coming up next week, people will be looking for specific products. By tapping into local campaigns to highlight your business on Google Maps, you can drive customers into your store. If you don't have the product, but run an online store and can send it to them, you can leverage shopping campaigns to get in front of customers. Keep in mind, if you sell items such as furniture or luggage, that might require a customer to visit your store, you can run a local campaign to get them into your store to look at the items and then target them later on with shopping campaigns to help your business stay top-of-mind (provided you can ship it to them).

You can read the announcement about Google local campaigns and shopping campaigns here.

 

New IGTV Layouts, Will Business Owners Use It?

In Instagram news, they are testing new IGTV layouts.

Ever since Instagram launched IGTV, users have been slow to adopt it. They already have YouTube, why use IGTV? YouTube already provides an easy way to reach users outside of the platform through Google search, whereas IGTV doesn't.

In an effort to get more users to adopt IGTV, they are testing out a scrolling feed (no more grid layout). This is what it looks like.

 

Will this new IGTV layout help you as a business?

Why New IGTV Layouts Matter For Your Business

Overall, we're glad to see IGTV test out a vertical feed with endless content. Unfortunately, we're not sold that this will attract new users to post videos to IGTV.

In order to get more users to adopt IGTV, they need to make the platform more open for you as a business owner. If you have the choice between posting to YouTube and benefiting from Google search, as well as people going directly to YouTube, why would you consider putting your videos on a platform where they're seemingly hidden?

In addition to a new IGTV layout, we would love to see Instagram make the process for IGTV better. With more and more users watching video, rather than take users directly to your Instagram account, why not let IGTV videos serve as a gateway to drive them there. For example, you could create an introductory video posted to IGTV, that helps you market your channel to other users to entice them to then want to follow you. This content could show up in this new Explore feed.

While new IGTV layouts are being tested, keep an eye on them and if you're thinking about trying IGTV for your business, follow some of your favorite brands or competitors to see what they are posting (or if they're even using the platform).

The key takeaway is if you think there could be some value for your business, test out using IGTV. You don't have to go all-in. Instead, try it for a month and see what kinds of results you get. Don't forget to tell your existing audience that you've started posting there as well and solicit them for feedback.

In the meantime, you can learn more about the new IGTV layouts here.

 

Other Social Media News Mentioned

Here are some additional social media news topics that we covered on our weekly live social media marketing talk show that are worth checking out.

  • Wikipedia is launching WT Social, an alternative to Facebook and Twitter, with no advertising, but charges a $12.99 per month donation.
  • YouTube is testing @mentions within video titles and descriptions.
  • Snapchat allowing advertisers to extend 6-second non-skippable ads.
  • Facebook is testing popular photos, an in-app Instagram within their platform.
  •  

    Tools

    In addition to sharing the latest news from this past week, we also highlighted some great social media tools and apps for you to check out.

     

    Content Samurai

    The first tool that we have for you this week is Content Samurai.

    If you've been struggling to create videos for your business, you should give Content Samurai a try.

    This powerful piece of online software, makes it easy to produce videos using just the text you enter.

    Simply add your script or slide titles, and Content Samurai will automatically build a video for you, complete with music.

    If you decide you need greater control over your content, you can quickly change out the photos that they have selected for you, upload your own videos, or quickly make text changes in seconds.

    Here is a look at just one video that was built in less than a minute using Content Samurai.

     


    Content Samurai is a fantastic video tool that can save your business hours of time, while helping you produce videos without the need to hire a professional. We're looking forward to using it to build

    You can try Content Samurai free for 7 days. IF you like it, you can upgrade to their monthly plan for around $47 per month, which gives you the ability to create unlimited videos, access to over 125,000,000+ royalty free images, 40+ video templates, automatic syncing of audio and visuals, automatic text to speech recognition, auto-intelligent image selection, customizable branding and much more.

    Create videos with Content Samurai

     

     

    Adobe Aero

    The second tool that we have for you this week is Adobe Aero.

    Adobe Aero is a mobile app that uses augmented reality to help you design immersive experiences for your customers.

    Without any coding skills or 3D design experience, you can quickly build objects that interact with the real world, using your iPhone or your iPad.

    For example, you can create your logo using 3D models, photos or layered files and add it to a real environment. Here us one example that Jim Fuhs built in just a few minutes.

     

    Adobe Aero is a freemium mobile app. You'll need Adobe Creative Cloud storage if you build projects and want to then be able to export them. Prices start at $1.99 for 20 GB.

    Try Adobe Aero

     

     

    Wrap-up

    That's it for this week's show!

    To watch next week's episode of Social Chatter, your weekly social media marketing talk show, tune-in here to find out what's new in social media!

    If you have any questions about any of the social media news or tools that were mentioned this week, please share them with us on Facebook, Twitter, LinkedIn or in the comments below.

About The Author
Profile photo of Christian Karasiewicz
Christian Karasiewicz Founder, Social Chefs Founder and CEO of Social Chefs, a digital marketing agency. I host two shows, #SocialChatter, the industries longest running social media marketing talk show and Social Snacks, 5 minute or less social media marketing tutorials.