What’s Shakin’: Paid Social

Twitter’s New Video Ad Format Looks to Up Clickthrough Rates

By: Ian James Wright
October 17th, 2017

If you’re still betting on the growth of video, you’re still winning (not that Vegas would give you very profitable odds). Twitter announced the new Video Website Card Oct. 17, an ad format that “combines the power of video with the ability to drive users back to a site to learn more or take action […]

Snapchat Rolls Out Context Cards, a New Marketing Feature, Escalating Its Battle With Instagram

By: Jerry Ascierto
October 10th, 2017

The battle between Instagram and Snapchat for more users and marketing dollars continues its heated pace. This morning, Snapchat introduced a new marketing tool called Context Cards, giving Snapchat users a way to get instant information about a business featured in a Snap. For instance, if somebody Snaps a picture of their food at a restaurant, […]

Snapchat Update Lets Users Design Custom Geofilters In-App

By: Ian James Wright
June 29th, 2017

Paid social just got a little easier on our favorite ephemeral social network. Snapchat announced that users can now design Custom Geofilters within the app via an easy-to-use interface. Just open the Settings menu, tap On-Demand Geofilters and you’ll be able to select from a list of occasions, such as Graduation, Wedding and Birthdays. Then you […]

How to Win More Budget for Social From Skeptical Senior Leaders

By: Allen Plummer, Vanguard
June 28th, 2017

Social media is no longer in its infancy. Sure, we might be distracted by Snapchat Spectacles or some other shiny object of the moment, but social media is no longer the wild West it once was. In fact, we’ve reached a certain level of maturity: We’re teenagers, in my opinion—we know enough to be dangerous but […]

How Facebook, Snapchat and Pinterest Help Generate and Track Sales

By: Kathleen Celano, Brownstein Group
June 20th, 2017

For many businesses, leads and sales are primary KPIs. But before you can track sales, you have to generate them—and standing out from the crowd on social media is no easy task. Online consumers can anticipate when ads are coming and they know when and how to skip them. Think about when an ad pops […]

4 Ways to Change the Paid, Owned and Earned Media Structure

By: Brooks Thomas, Southwest Airlines
June 15th, 2017

If the output between paid, owned and earned media has become blurred and increasingly cross-pollinated, then why is the internal structure at most organizations still so linear? When I was in the broadcast news business a decade ago, it wasn’t uncommon to receive several dozen press releases between the time I left for the night and […]

Why New ‘Carousel’ Posts Make Instagram a Better Investment

By: Ian Wright
February 23rd, 2017

Although it may not seem revolutionary at first glance, Instagram has just taken a significant step toward being a more robust and brand-friendly social platform. In an official blog post featuring an illustrative video, the photo-sharing network explains that now “you can combine up to 10 photos and videos in one post and swipe through […]

Snapchat Tests New Ad Features Allowing Outbound Activity

January 11th, 2017

Snap Inc. is testing two new ad features on Snapchat this month, the company revealed to Mashable Jan. 10. The first feature addresses one of advertisers’ perennial complaints about Snapchat, which is that it has been an island of an app that does not allow users to click through to an advertiser’s website to make […]

3 Tips for Implementing a Paid Social Media Strategy

December 16th, 2016

As organic reach increasingly becomes a thing of the past, winning a budget for paid social—and proving out its value—is a must for any brand’s social strategy. But that doesn’t have to be a scary thing for those making their foray into the paid social world. As Facebook continues to roll out product updates—and other […]

6 Steps to Winning a Paid Social Budget From C-Suite Skeptics

October 20th, 2016

“Organic is dead.” Whether or not you agree with this statement, social media platforms unquestionably favor sponsored posts over organic posts in followers’ feeds, and it’s now more important than ever to secure a paid social media budget if you want your brand’s posts to rise above the throng. But how can PR professionals make […]

At The Social Shake-Up