Twitter Ads, Geo-Targeting, and Instagram Direct Messaging

Twitter’s New “Broad Search” Twitter recently tweaked its keyword search for advertisers, and it looks like the change is going to be a big deal. The feature is called “broad search,” and like you might guess, it will help advertisers discover more discussions in areas they’re interested in because of the “broadened” search criteria. Previously, […]

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Twitter’s New “Broad Search”

Twitter recently tweaked its keyword search for advertisers, and it looks like the change is going to be a big deal. The feature is called “broad search,” and like you might guess, it will help advertisers discover more discussions in areas they’re interested in because of the “broadened” search criteria. Previously, people who were using slang or misspelled words in tweets didn’t get included in advertising campaigns. However, broad search allows for targeting more than just keywords, so related terms, synonyms, spelling errors, and slang can now also be included. The company gave an example in its blog post: “A coffee shop that wants to reach coffee enthusiasts can run a campaign targeting the broad match keywords ‘love coffee.’ This would allow them to connect with users who are tweeting or engaging with Tweets containing the keywords ‘luv coffee’ or ‘love latte’.”

Twitter has been on a roll lately when it comes to attracting advertising partners, and this feature could be another big asset. As proponents of targeted advertising ourselves, we here at Fifty & Five are eager to see how the feature goes over and how it impacts advertising in the social media world.

 

Instagram’s Latest Feature: Instagram Direct

Until now, Instagram users have been able to share their photos and videos either to the public or their list of followers, and any text-based communications happened in the comments under the photos. Instagram Direct introduces an entirely new way to communicate on the photo-sharing service. Users can exchange private messages with up to 15 people in one thread, creating groups based on similar interests, or facilitating more intimate conversations between partners or friends. Users can receive photos and videos from people they follow, although anyone can send private-message a user in the form of a “pending request.”

“What’s really important to Instagram is you need to remember these moments,” said Instagram CEO and cofounder Kevin Systrom, a subtle jab at Snapchat. Unlike the disappearing photo chat service, Instagram Direct keeps an accessible log of prior conversations, so users can revisit pictures and messages sent in the past.

 

What’s Trending

 

Facebook Adds “Donate Now” Button For Non-Profits

Facebook added a new donation feature on Monday that allows users to contribute cash to non-profits directly through the platform. Facebook partnered with 18 different non-profits during the initial rollout of the feature, including the Boys & Girls Club of America, Livestrong Foundation and the World Wildlife Fund. Users can donate using an embedded “Donate Now” button on each partnering non-profit’s Brand Page. The button allows users to donate in preset amounts of $10, $25, $100 or $250, using a credit card, debit card or PayPal.

 

Twitter Testing “Nearby” Feed Feature

Twitter has started to roll out a limited test of a location-based content feed that lists the tweets of people currently in your general vicinity. Called the Nearby feed, users won’t need to actually follow another Twitter user in order to read a local tweet. Located at the top of the Twitter interface, users will see a map on the screen in addition to a blue dot that marks the general location of the user that posted the tweet. The bottom half of the screen shows the user’s Twitter profile picture, the written tweet as well as any graphic added to the tweet. Taking a page out of Foursquare’s book, this could help Twitter gain a competitive advantage in the social geolocation market.

 

80% of Facebook’s Like and Share Clicks Come From Outside the U.S.

Facebook redesigned its Like and Share buttons last month, and the result has been a slight rise in clicks, all thanks to its international users. 80% of all Like and Share engagement takes place outside of the United States, which makes sense considering 83% of Facebook’s monthly active users are outside of the U.S. and Canada. The Asia-Pacific and Western European regions accounted for the largest share of the clicks, claiming 21% each. Like and Share buttons are least popular in the Middle East, which only accounted for 3% of all engagement.

 

Author
Lucas Vandenberg
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