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Instagram is Developing a Feature to Convert Stories to Reels | This week in digital marketing

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Welcome to our weekly review of major happenings in the digital space. Here are a few significant updates that might interest you;

  • Google Ads Will Combine Smart And Standard Display Campaigns

Starting this September, Google Ads will now combine standard Display campaigns and Smart Display campaigns into one single option. With this new Display campaign experience, advertisers still have the reach and performance they usually get, but this time they have the ability to choose their level of automation in bidding, creatives and audiences. During the setup process, advertisers can choose what to automate or control manually.  They can also change their automation choices at any time without having to create a new campaign. If you are wondering, existing Smart and Standard Display campaigns are not affected by this change yet. Once the update rolls out, the new Display campaign type option will be visible when you create a new campaign. 

In addition, Google Ads is also introducing optimized targeting to Display Campaigns. This new feature will treat audience settings as signals to find audience segments that may/can improve campaign performance in Display campaigns. Previously, this option was only available on Smart Display campaigns. For more information about this update, click here.

  • Google News App Will Now Display Non-AMP Content 

Google News has announced that it will now be displaying both AMP and non-AMP web content. To enhance page experience, the platform will no longer render article text from RSS feeds in the Google News app. Instead, it will send readers directly to publishers’ web pages. The Google News app will now improve its support for web content, displaying both AMP and non-AMP web content with more regularity from sites worldwide.

The AMP framework was previously a requirement in Google News. Now that the requirement is gone, this can attract readers for publishers that didn’t adopt the AMP style. Google is also removing functionality in the Publisher Center related to feed-based article renderings like custom analytics tracking IDs, third-party tracking pixels, custom RSS styling and feed ads. These functionalities will be removed early November. Don’t panic if you are a publisher, you will still be able to track and measure all of your Google News traffic through your website’s existing analytics tracking. For more information, click here.

  • LinkedIn Pages Can Now Publish Long-Form Content

Earlier this week, LinkedIn announced that it is introducing a new feature called “Articles For Pages” that will allow companies to publish long-form content. With the new feature, companies now have the ability to publish long articles without being restricted by a character count. In addition to this update, company pages now have a new way to produce live content and new campaign options in LinkedIn Ads. Here is a detailed list of the three new features: 

  • Articles For Pages: Company pages on Linkedin have always had a limit to the content they can post due to character count restrictions. This is no longer the case with LinkedIn’s new Articles For Pages initiative, which allows companies to compose and publish blog-style content of any length. Articles For Pages also provides detailed audience insights, including the firmographics of people reading and interacting with the content. To publish long-form content, first, access your page’s ‘Super’ or ‘Content’ admin view. Then under the Start prompt, click Write article.
  • LinkedIn Live Events: A new LinkedIn product is being introduced called LinkedIn Live Events, which combines live streaming with event planning. The simplified experience allows companies to promote a live stream in advance to a targeted audience, notify registrants and select Page followers when the event goes live, generate views on the event page from anyone on LinkedIn, whether they’ve hit “Attend” or not, during and after the show, share the replay of the live content for further reach and engagement etc. 
  • Measure & Optimize Brand Building With LinkedIn Ads: There are now three new updates in LinkedIn Ads to help companies work toward their brand-building goals and measure results. The new ads features are Brand Lift Testing, Reach Optimization, Reach/Frequency Forecasting and Reporting. 

For more information about this update, click here

  • WhatsApp Launches Test of In-App Business Directory, Facilitating New Discovery Opportunities

WhatsApp is adding a new local business directory in the app. This new option will enable users to view businesses nearby in their WhatsApp contact listings. The option will show a list of the active local business profiles and users will be able to view the products and contact sellers directly. WhatsApp is launching the first stage of testing with users in Sao Paolo, Brazil. The new feature is built in a privacy-focused way. There is no logging of users location or what businesses they browse. WhatsApp also shares that a broader roll-out is coming in few months. For more information, click here

  • Instagram is Developing a New ‘Montage’ Feature to Convert Stories to Reels And New ‘Favorites’ Listing

Instagram is introducing a new ‘Montage’ option that would enable users to convert their Instagram Stories into short Reels. The new process would enable users to splice together their Stories frames into a Reels clip. The first step in converting to reels is to display all Stories frames in sequence. From there, Instagram will automatically formulate a video combining elements of each frame. At the final stage, Instagram will recommend audio to go along with the new Reels clip. 

In addition, Instagram is experimenting with a new ‘Favorites’ audience selection tool. This tool will enable users to select specific profiles they love to interact with. These profiles would then be given higher priority in the user’s feed. Instagram’s algorithms already know which profiles are your favourites, based on your interactions in the past but this option will give users another way to control what they are shown within their feed. This will override the algorithm to a degree, and ensure that users see the latest posts from the people that matter to them. For more information, click here.

Thank you for reading. See you next Friday for more news and interesting reads in the digital space. 


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