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Content Radar: August 16, 2017

Creating campaigns and promoting your business is difficult, but when the digital marketing world seems to change constantly under your feet, it is nearly impossible. We are here to help. When new reports about customer engagement through automation arise or when Facebook changes its reporting metrics, we will always be here to keep these content marketing tips on your radar so you can focus on promoting your products and organization.

Instagram adds guest option to live video

They say one is the loneliest number, and apparently Instagram agrees. Last week the company announced that it now will allow users who go live to go live with a friend. The move isn’t altogether surprising, considering that even as early as last year Instagram claimed the trend of people “hanging out” on live streams was “interesting to them.” For brands, the guest option for Instagram live videos could be particularly helpful when working with influencers or creating user-generated content.

 

Report: Automation is changing customer engagement

If your organization has taught your employees to always greet a customer with a handshake and a warm smile, your counsel might soon be obsolete. Sure, there is certainly nothing wrong with warm face-to-face interactions with your customers, but those sorts of interactions are becoming less and less likely thanks to automation taking over the world of customer engagement. According to a recent Forrester report, “automation is reshaping customer engagement.” The report doesn’t mean that you should fire your workforce, but it does mean that if you are fighting the trend toward humans working with bots and artificial intelligence, your organization may find itself left behind. Check out the full article and see why.

Facebook testing option to allow you to target ads to people who visit brick-and-mortar stores

Facebook has long been a tool for allowing you to target users who visit your website or online store, but it appears like the social giant is prepared to roll out a new advertising option that also will allow you to target Facebook ads to those who visit physical locations.

In the “Create a Custom Audience” section of Facebook Ads Manager, Social Media Today reports that some now are finding a “Store Visits” option that reads: “Create a list of people who have previously visited your business locations.” The number of ways this functionality could be used is vast, and include targeting prior store visitors with coupons and discounts to keep them coming back.

 

Mediakix creates two fake Instagram accounts; exposes influencer fraud

In an insightful piece published in AdWeek last week, Mediakix CEO Evan Asano wrote about how his company created two fake Instagram influencer accounts and exposed just how easy it can be for a person to pose as a social media influencer and how hard it can be for an organization to detect when it is being deceived.

You’ll want to read the full article to get a complete overview of the problem, but Asano claims that within a few weeks brands offered the two bogus Instagram “influencers” money and products in excess of $500.

Facebook updates clicks and impression reporting

Facebook announced on its newsroom last week that it changed how it reports clicks and impressions to advertisers by removing reporting of unintentional clicks on ads and including two new metrics that detail gross impressions and auto-refresh impressions.

Unintentional clicks: Facebook claims to be able to know with a level of certainty when users click on ads unintentionally by examining the amount of time they spend on the ad. If the time spent on the ad is less than two seconds, the click is almost always unintentional, Facebook said.

Campaign impressions: Facebook now offers advertisers two new metrics to help them get a better understanding of how their ads are being viewed. “Gross Impressions” captures all billable and non-billable impressions. “Auto-refresh Impressions” provides you with data regarding how many of your right-hand side ads were visible due to a browser being refreshed.

 

Chad Buleen

About Chad

Chad Buleen is an award-winning journalist, the manager of social messaging for a large international nonprofit, a digital media enthusiast and father of four. Follow him on Twitter .

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