Just when you thought you were all caught up with the new updates from the Meta World…
Meta recently released a bunch of new features for the advertising platform. Some of those include but are not limited to new placements for Instagram, exclusive tracking tools for Advantage+ Shopping campaigns, and the ability to create custom audiences from Instagram followers.
Let’s take a closer look at each of these updates and how they can benefit advertisers.
New Instagram Feed Placement:
First up is the new Instagram feed placement option that allows advertisers to run ads within the feed view of public Instagram profiles, giving them the opportunity to reach a larger and more targeted audience.
Advertisers can now manually select the 'Instagram Profile Feed' in the selection of the placement, giving them more control over where their ads appear on the platform.
Instagram Post Scheduling Feature:
This cool new tool released by Instagram allows Business and Creator accounts to schedule Reels, photos, and carousel posts as far as 75 days in advance from within the Instagram app. This new feature is sure to be a game-changer for businesses and creators who use Instagram to reach their audiences.
With the ability to schedule content in advance, businesses and creators will be able to better plan and execute their Instagram marketing strategies. This new tool is sure to make a significant impact on the way businesses and creators use Instagram to reach their audiences.
To use this feature, click on “Advanced Settings” near the publish button and you’ll see the option to “Schedule this post”. Select the date and time you want to send your post live, and you are good to go. Scheduled posts can be found in the “Scheduled posts” section in the drop-down menu for professional accounts.
There is however one important caveat here: Certain features such as product tagging, boosting posts and cross-posting to Facebook will not be available for scheduled content. You’ll need to consider scheduling those live.
New Custom Audience:
In addition to these updates, Facebook has also released a new custom audience feature that allows advertisers to create a custom audience from people who follow their Instagram accounts.
Previously you were only able to target people who have engaged with your profile in the past but targeting people directly who follow your social media handles can be a really powerful tool. By targeting users who are already interested in their products or services, businesses can more effectively create a connection with these individuals and encourage them to make a purchase.
Compare attribution window:
One of the most anticipated updates is the return of the 28-day click attribution which has been absent from Meta Ads Manager. Now you can report on conversions that happened after a 1-day click, 7-day click, and 28-day click comparing them with each other.
If you’re new to this feature - “Attribution” is how Facebook gives credit to an ad for conversions. By default, an ad gets credit for a conversion if a targeted user clicks your ad and converts within 7 days or views your ad without clicking and converts within a day. You determine how attribution is defined when you create your ad set. Options exist to change attribution to 7-day click, 1-day click and 1-day view, or 1-day click.
While it remains to be seen how accurate this feature will be, it’s a welcome addition for many marketers who rely on long-term conversion data.
Let’s wrap it up!
Overall, these updates demonstrate Facebook's commitment to continually improving and expanding its advertising platform to meet the needs of its users.
Whether you are an advertiser looking to reach new audiences on Instagram or a marketer looking to track and analyse your shopping campaigns, there are plenty of new tools and features to help you achieve your goals.