As ever in the digital world, things move quickly. If you’re still in the ways of Facebook advertising and haven’t branched out much since then, it’s time to reassess your strategy.
So, let’s get you up to speed with the latest advertising news. We’re talking Instagram, Pinterest and… Deliveroo?! Here’s how to advertise your brand on platforms that you probably haven’t explored but you should seriously consider.
- Deliveroo
The news has dropped that Deliveroo is expanding its advertising capabilities. They’re introducing Deliveroo Media and Ecommerce – the new advertising platform set to launch in the UK and expand further afield.
We’re all guilty of staring at that little motorcycle making its way to us on the Deliveroo map, hoping that our extra cheesy pizza, cheeky Nandos or oh-so-aesthetic acaí bowl make their way to us miraculously quick. And Deliveroo plans on capitalising on that time we spend staring at that tracking screen.
Deliveroo’s new advertising efforts are aimed primarily at the FMCG sector. However, with 8 million people flocking to the app for food deliveries, most of which order weekly, potential audience engagement can offer something new and sweet for brands looking to build awareness. With this in mind, we’re confident that we’ll see the options open to other sectors in the future.
But kudos where kudos is due, Deliveroo aims to keep its brand values during this expansion and provide people with a ‘food-first experience’, attempting to be mindful of not taking away (excuse the pun) from the customer experience. But, we still think it won’t be long until it expands to the wider advertising industry – not just FMCG related – so watch this space and keep on consuming pizza.
How much do you really know about Pinterest? Have you ever considered it a profitable advertising placement to build your brand?
Without a doubt, social media is heading in a visual-first direction. Just look at the popularity of Snapchat, TikTok and Instagram. Pinterest is no different. Almost 1 billion videos are watched on Pinterest every single day.
Plus, with the number of content creators booming and collaborations and idea-sharing being ever more facilitated by the internet, Pinterest is growing. It now has 431 million monthly active users, but it’s one platform few brands are taking advantage of.
And it doesn’t look like Pinterest is going anywhere soon. In fact, it’s just launched Pin Ads in South America – so you can reach more people with your sponsored ads in more countries.
But who are Pinterest’s ‘Pinners’?
Pinners, or Pinterest users, are keen shoppers, discoverers and, of course, part of the creative community, just like on TikTok. And 75% of Pinterest users say they’re always shopping. Pinterest has been improving its features for advertisers, such as implementing augmented reality which it claims results in a 5x higher aptitude for purchasing products.
What does it mean for brands?
With 7 in 10 Pinners saying that Pinterest is where they go to find new products, ideas or services they can trust, Pinterest can help your brand build credibility. Plus, as it’s an under-used platform when it comes to advertising, the potential is huge. In fact, between 2021 and 2022, Pinterest ads reached 226 million people. If you’re not on the platform already, how about giving Pinterest a whirl to cut through the advertising noise of TikTok or Instagram.
We recommend testing Pinterest advertising with a small budget to show you how profitable the platform can be. If you’re unsure where to get started, get in touch with our paid advertising experts.
And speaking of a digital transformation, Instagram is ramping up its efforts to copy TikTok once again! They’re trialling making Reels the primary feature and ditching videos, meaning that all videos would be uploaded as Reels.
This also ramps up the content that Instagram will see, as Reels differ from normal videos in that they can be remixed into new Reels and be enhanced with music and effects. That means content can springboard off other content, increasing reach.
What do brands need to know?
This update will lead the influencer sphere to open up even more and become more accessible. It should also increase the reach of brands. For example, with the Remix feature, the reach of your (or your brand ambassador’s) posts can increase as people can collaborate on content. Plus, Reels are more discoverable than videos, in turn making your brand more discoverable too.
So if you’re not already using Reels ads as part of your advertising strategy, make sure to trial them out in Ads Manager now.
Unsure how to advertise on Instagram? Our paid media experts have run Instagram ads for numerous clients, so we’ll show you the way.
- Product placement
If you haven’t had Running Up That Hill by Kate Bush stuck in your head for the past month, where’ve you been – the upside down?
Stranger things volume 4 has just been released, and fans have begun to notice a lot of product placement. When you look back through the series, it becomes clear it’s been a feature all along.
Entertainment, TV, film and gaming have always influenced pop culture, but now brands are becoming ever more integrated into the entertainment sphere, consciously or subconsciously influencing viewers’ decisions. Put simply, they’re ads that you can’t skip – they’re part of the viewing experience, and viewers are clearly influenced by them.
Running Up That Hill topped the charts for the first time since its release almost four decades ago, highlighting the power of entertainment to bring visibility to brands, artists, you name it!
Want some advice on your advertising strategy? Our advertising experts can guide you through the paces – simply get in touch with us today.
