The trends that will revolutionize social ads in 2023
Influencer Generated Content to give your brand more authenticity
It is no secret that, today, having influencers to carry out any type of advertising on social networks is a great way to increase the success of a campaign. And it seems that this is something that is not going to change, once again being one of the most prominent trends in social ads.
Influencers have the ability to build trust in the audience , to make your brand closer and more attractive, and to get your ad to reach many more people.
The content generated by influencers can be part of your advertising strategy on social networks without the need for there to have been a monetary exchange. Many influencers share their experience with a brand when it gives them a product or service to try or when they take sales commissions, for example.
Be that as it may, we recommend that, if you haven’t already done so, you start putting into practice the generation of content with influencers to benefit from all its possibilities.
iOS14 comes to revolutionize campaigns on social networks
iOS14 is the fourteenth update to Apple’s operating system and has brought important changes in terms of user privacy on social networks. With its implementation, all apps in the Apple Store show a notice to the public about the monitoring of their actions within it. However, even if such notice is accepted, the decision can be changed later and denied. In this way, it is the user who decides whether or not they want their activity to be registered, something that has a direct effect on the advertising that is carried out in the applications, being the brands that are advertised one of the most affected. In fact, many advertisers (among which you may be) have noticed how their campaigns were losing effectiveness.
To adapt to the circumstances it is essential to understand the new rules of the game.
Omnichannel campaigns: social networks and email marketing
We continue with one of the most successful trends in social ads. In this case we are talking about the evolution that has come to replace multichannel: omnichannel. If before the tendency was to be present in various channels, now that is not enough, since it is essential that these channels are connected and integrated.
One of the most successful ways to carry out omnichannel in the advertising field is the one that unites social networks with email marketing. A good way to do this is to encourage your followers on the networks to join your newsletter to receive exclusive offers and information.
2023 will be the beginning of the end of third-party cookies
In line with the second trend in social ads mentioned, it is important to comment that they have been announcing the end of third-party cookies for years , but it seems that 2023 will be the definitive date of their disappearance, at least in part, because Google has pushed the date back to 2024.
With the exception of Google, there are many companies (such as the case of Apple mentioned above) that are doing something about it when it comes to providing users with a safer experience.
Due to its imminent completion, it is important that you prepare as a company for when the disappearance of third-party cookies finally arrives. Although its end does not seem to have come as soon as expected and has given companies a bit of a breather, we recommend that you not rest on your laurels and discover new ways to track your users and create more personalized experiences.
social commerce
In the United States, close to 45% of users of social networks have made a purchase through these platforms, making social commerce one of the trends in social media that is going to grow the most in the years to come. In addition, it is estimated that social commerce in the US equates of almost 5% of all online commerce, for this reason, looking online at the social commerce report can be an extremely valuable resource if you are trying to position your brand so that it is successful in the social media space.
Although direct shopping on social networks is not active everywhere in the world, you can use these platforms as a showcase to redirect the public to the shopping area of your website or to marketplaces. On Instagram, for example, the “Instagram Shopping” option has been enabled, which allows brands to display their products and services and even tag them in those publications in which they appear, so that users click and are redirected to the site. website, thus facilitating the entire purchase process.
Branded Content on Instagram Reels
The reels came to revolutionize Instagram, turning photos into second-rate content on the platform. Today, reels have a much greater reach than snapshots , so using them will make you reach a much larger audience and have a greater chance of attracting new customers. So, if you have a very active profile on Instagram, this is one of the trends in social ads that will interest you the most.
In Instagram Reels there is room for a wide variety of content. Showcasing your product and its benefits, sharing valuable and informative content about your niche, talking about the brand values you follow, making the team that is part of your company known or answering frequently asked questions are just some of the many ideas you can carry out in this format.
Of course, being attentive to current trends is essential to increase your reach in reels. For example, including trending music will increase your chances of success.
The new ways to monetize YouTube in 2023
In this article on trends in social ads we could not forget about YouTube, the first most visited social network in USA. But not only because of this, YouTube is one of the best places to develop your social ads strategy, but also because video marketing is one of viewers’ favorite formats.
YouTube is aware of its potential and that brands need it and, therefore, it has included a series of improvements for those who want to monetize their content on the platform:
- Access to a vast library of music: The launch of Creator Music will allow creators to access a vast catalog of music free from copyright issues.
- Partner Program Extension: YouTube wants more creators to have the opportunity to earn money on its platform.
- New Ways to Monetize Shorts: By early 2023, partner program content creators are expected to be able to earn revenue from ads that appear on their Shorts.
“Gifts” the new way in which creators can monetize Instagram
It seems that Instagram is developing a new functionality so that content creators can receive income through the creation of reels . This new option would thus be added to the so-called “badges” that those platform accounts can already receive from the public when making a live video.
According to the information that has come to light for now, because this may be just an idea, not all users will be able to access this form of monetization, although the conditions for being part of the program are not yet known.
The Google Professional Profile allows you to include Products to promote
Now, Google Business Profile offers advertisers a new way to promote their products. What does this mean? Well, facing the public implies that, when customers search for your business on Google, a carousel with the products that you choose can also appear. But they can not only see them, they also have the option to: see the details of the same, view its general description and click on a button to order the product online at the moment.
Including the products in your profile is very simple. You can do it manually through the product editor or with the application called Pointy.
Keep in mind that this cannot be done with certain regulated products such as: alcohol, medicines, games, tobacco, supplements or financial services.
The possibility of including products to the profile has become one of the trends in social ads due to all the benefits it can bring, from increasing visits to multiplying sales.
Here is an example of the Google Company Profile of Zeiss Vision Center Sevilla, where they share news about their products. In addition, they use video, which is a much more interactive format than the static image.
LinkedIn Ads makes it easy for B2B advertisers to find new audiences
Don’t worry, we haven’t forgotten about LinkedIn! The business social network par excellence has brought to light 3 new features dedicated to those B2B companies that advertise on the platform:
- Personal multimedia library: you have the possibility to store your images and videos in your account to create ads more easily, being able to create up to a total of 5 at the same time.
- Offline conversions: You can manually upload CSV files in the Campaign Manager section.
- New audience insight: Free audience insights are now also in Campaign Manager, which is helpful in identifying your target customers, their interests, and their interactions with other content.
Idea Pinterest Ads
Ideas Ads is the new ad format of the social network Pinterest and, of course, it could not be missing from this list of trends in social ads. It went live in June 2022, generating a large number of new opportunities on the platform for brands with its appearance.
Its operation is not far from the ads of other social networks. You can promote videos and photographs, accompanying them with a url. Also, as usual, Pinterest gives you the possibility to analyze the performance of your ad on the platform itself, something tremendously useful.
Its distinctive feature is that it allows you to generate a much more immersive experience because you can publish multipage ads that combine video and image.
Of course, you can only create Idea Ads on Pinterest if you have a business account on the social network, but this is nothing new, and neither is the fact that ads must meet a series of technical and copy requirements.
Snapchat offers dynamic ads for the travel industry
Are you a brand that is dedicated to the tourism sector? So this interests you. And it is that, the Snapchat social network is trying to attract travel companies to its platform through the creation of “Dynamic Ads for Travel” with the intention of making it easier for them to reach the traveling public. In fact, the platform has reported that it will show these ads to users who are most interested in travel, as it states that they have a 37% higher chance of making reservations after seeing an ad of this type.
You may think that it is not interesting to enter the Snapchat social network. However, the vast majority of its users are young people (Millennials and Generation Z ), the most traveled age group.
TikTok Creator Marketplace (TTCM)
We end this list of trends in social ads with the arrival in USA of a new way of connecting content creators and brands that the TikTok social network has developed with the intention of jointly carrying out advertising campaigns.
Until now, companies contacted creators directly to offer them collaborations, but TikTok intends to change the rules of the game and also present itself as a kind of advertising agency that facilitates meetings.
This is something very positive for brands, since it shows them a large number of potential profiles to collaborate with.
This is a real novelty because, until now, no social network had dared with this type of intermediation.