Adaptly says forget the call to action, tell a story instead

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According to a new survey by Adaptly for Facebook, there’s nothing to be gained by being a nag. In fact, the numbers say you’re better off telling a story and saving the call to action as your punchline at the end.

To test the theory, they ran two, 3 unit campaigns for Refinery29. They served them up to a lookalike audience then watched the responses roll in.

The first set, the sequenced ads, began with a general, brand awareness message. 4 days later they ran a product information ad, 4 days later a specific call-to-action with an email sign-up.

You can see all three ads here.

Facebook launches multiple image carousel ads

Facebook Multi AdFacebook just released a brand new ad unit that is nothing I’ve ever seen before (but maybe I simply haven’t been paying attention?) The ad contains a side scrolling carousel with three product images. In this screengrab, you can just see the second image coming in on the right. You can see it in action on the Facebook for Business blog.

I’m not a fan of ads that slide, jump, jitter or repeat but I’m digging this Multi-product ad. The scrolling movement is slow, giving you enough time to look at each image as it travels by. I wish that when it got to the end it would continue on like a solid loop. Instead it jumps back to the start like a Vine video. Smooth would be better but I can let that go. (Now that I’ve made my thoughts known.)

Facebook launches video ad call-to-action button and enhanced targeting

facebook video call to actionFacebook is ramping up the delivery of video advertising with two new tools and a tweak.

First, when an advertisers sets up a video ad in the ads Create Tool, Power Editor, and/or API, they’ll have the option of choosing “video views” as a campaign objective. This option is a signal to the backend to show the video to Facebook users who are “mostly likely” to view the video, taking into consideration the device and target demographics.

“Additionally, advertisers with account representatives will be able to show people who have viewed a specific video additional ads, whether video or photo ads, through a new retargeting feature.”

Why only advertisers with a rep? Because it’s not worth messing with for the small business who only spends a few hundred a month or less?

DIY Promoted Pins coming soon to Pinterest

If imitation is the sincerest form of flattery than Facebook must be glowing with pride today. Pinterest just announced their latest advertising option – the DIY Promoted Pin. And considering how much DIYers love Pinterest, it’s a natural fit.

Promoted Pins for All

Now, you don’t have to be a big brand to advertise on Pinterest. All you have to do is visit the ad dashboard, pick one of your pins from the presented options and promote! You can choose from a range of targeting options and you only pay when people click. It’s just like promoted posts on Facebook only better because its Pinterest!

On the backend, Pinterest is beefing up their analytics so you’ll be able to see which of our pins are getting the most clicks, impressions and repins.

Yahoo goes all in on mobile ads while Instagram and Pinterest take a slow but steady approach

Yahoo adsYahoo is rushing headlong into the advertising fray with a bold, new look on mobile. Instead of trying for unobtrusive ads that won’t disrupt the viewing experience, Yahoo is going with large, image-rich ads that lead to great content. In a funny way, these native ads are hiding in plain sight because they blend in to their surroundings in a good way. They look like content and though they’re clearly marked as sponsored ads, many people won’t notice or care.

Good content is good content, after all, so does it really matter if Netflix sponsored the behind the scenes look at Orange is the New Black? No!

Here’s where I was going to say that this format is great for entertainment stories but won’t work for. . . . (fill in blank) stories – but honestly, I couldn’t think of a good argument against.

New Facebook Audience Insights gives you a look into the lives of your customers

facebook audience insights“Know thy enemy and know yourself; in a hundred battles, you will never be defeated.”

I’m sure Sun Tzu didn’t have social media marketing in mind when he said that but it sure is true . . . well, it’s true if you substitute the word “customer” for enemy.

Do you know your customer as well as you know yourself? Facebook has a new tool that can help you if you don’t and might surprise you if you think you do.

The new Audience Insights tool will show you what your target customer loves to do, watch, buy and how they spend their free time. It’s an intriguing look at not only your customer pool but how that pool stacks up against Facebook users as a whole.

Is Facebook gearing up to force businesses to pay for all promotional posts? (screenshots)

This is total speculation, but could Facebook be getting ready to force businesses to pay for any post that is blatantly promotional in nature?

While enjoying my normal morning browsing of dog photos, family updates, and tennis controversies, Facebook slipped in a small request for me to take a brief survey. Sure, why not?

Here’s what happened next:

Facebook Survey

And this:

Facebook Survey 2

Another one:

Facebook Survey 3

In total, Facebook asked me to look at 14 different posts–some from companies I didn’t follow, some from Pages I did, and others from friends. With each post, I was asked to rate whether I believed it was an ad or not. Interesting, huh?

Now, here’s my speculation on why Facebook is doing this: