MKT350- ch. 10 social media pt. 2
Facebook ad types
The most basic ad format on Facebook is an image ad
Tiktok Users
TikTok users tend to be young, for the dual reasons that (1) younger people are faster to adopt new social media platforms and (2) most of the video content appeals to younger people.
Types of content displayed on FB
(1) posts from friends and (2) advertisements. To a much smaller extent, the News Feed also displays (3) posts from pages Liked by the user and (4) actions from friends (friends' Likes and comments on other content).
Snapchat
*several unique features that make it a worthwhile platform for many businesses. First is youth. Second is engagement. Third is video editing.
Twitters new targeting method
Advertisers can target Twitter users that have installed other specific apps on their mobile device. They call the new ad type "installed app targeting."
advertising on Pinterest
Companies can purchase four different kinds of ads on Pinterest: promoted pins, promoted video pins, promoted carousels, and promoted app pins.
Advertising on Tiktok
Currently, TikTok offers only one form of advertisement, which is a promoted video advertisement.
YouTube
Users: Most (80%) of these users reside outside the United States, so YouTube is an international video platform. Content: The content on YouTube is more straightforward than the content on other platforms. Simply put, the content is just video. Types: YouTube offers two different types of accounts: personal and brand
Snapchat characteristics
Users: the defining feature of Snapchat's user base is its youth. With 90% of its users between the ages of 13 and 24, Snapchat is the youngest of the social media platforms - Snapchat's interface is purposefully less intuitive than the interfaces of other social media platforms - Snapchat's most impactful innovation is the Stories feature
Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because: a. the Pinterest feed shows multiple columns of images b. columns are organized by topic c. the Pinterest feed automatically scrolls d. pins disappear after only five seconds on the screen
a. the Pinterest feed shows multiple columns of images
On Facebook, custom audiences allows advertisers to: a. create target audiences from the typical targeting methods and then save these audiences as a custom audience b. upload email addresses of current customers and target users with similar characteristics c. customize the ad content to match each user's interests d. use demographics in combination with interests to customize their audience targeting
b. upload email addresses of current customers and target users with similar characteristics
What led to a thriving ecosystem of influencers on Instagram? a. Instagram was programmed to allow influencers to avoid FTC compliance b. Influencers contribute a fixed percentage of their earnings to Instagram c. Paid advertisements came relatively late to Instagram d. Instagram actively recruited influencers early on
c. Paid advertisements came relatively late to Instagram
Types of YouTube ads
YouTube provides six different types of ads: (1) display ads, (2) overlay ads, (3) skippable video ads, (4) non-skippable video ads, (5) bumper ads, and (6) sponsored cards.
The purpose of hashtags is to: a. make posts (tweets) searchable b. exceed the 280-character limit c. add humorous commentary to a post d. replace the need for images
a. make posts (tweets) searchable
Which of the following is NOT a payment method for advertising on Pinterest? a. Cost per mille (CPM) b. Cost per video view (CPV) c. Cost per engagement (CPE) d. Cost per click (CPC)
b. Cost per video view (CPV)
Which type of YouTube ad lasts exactly 6 seconds? a. Overlay ads b. Skippable video ads c. Bumper ads d. Long, non-skippable video ads
c. Bumper ads
Which platform has an advertisement type that is most similar to email marketing? a. Snapchat b. Pinterest c. Twitter d. LinkedIn
d. LinkedIn
In determining what content to show users, Facebook uses all of the following EXCEPT a. recency b. content type c. past engagement with posting entity d. gender
d. gender
- Different because it started as a mobile application - Users: With 1 billion monthly users that are younger on average than Facebook's users, Instagram is a top social platform for reaching the coveted 18-30-year-old demographic. -Reels abd shops: Shops enable Instagram users to browse products and in some cases purchase those products directly on Instagram
- Facebook's immense market value is based on a confluence of factors: its large user base, its high engagement with users, and its ownership of other prominent social networks (Instagram and Whatsapp) - Advertisers can target highly niche segments of potential customers and the advertisements' prominent placement in front of Facebook users often leads to a good return on advertising expenditures. Users: Unlike most social media platforms, which tend to skew very young, Facebook's user base includes users of all ages, including an enormous population of older users.
- LinkedIn's Updates section is structurally and visually similar to Facebook's News Feed. The main difference between them is that LinkedIn users post about work and career-related topics, in keeping with the defining feature of LinkedIn.
Advertising on Instagram
- The most effective way to create Instagram ads is from the Facebook ads platform. - image, carousel, video, collections, and stories
- overwhelmingly female - attempts to show pins most likely to interest the user
Characteristics of Twitter
- used to limit characters to 140--> now 280 - For the first 10 years of its existence, Twitter displayed tweets in reverse chronological order—most recent tweets at the top. This changed in early 2016 when Twitter began ordering tweets by relevance, similar to how Facebook orders the News Feed. - Each Twitter account is identified by a Twitter handle, which begins with the "@" symbol.
Tiktok v. Youtube
1. A number of features set TikTok apart from YouTube. TikTok videos are at most one minute long, and most videos are shorter than one minute, making for a very fast-paced consumption experience. 2. That video will play endlessly on a loop until the user scrolls up or down to watch a different video.
Facebook algorithm
1. Past engagement with the posting entity 2. Recency 3. Content type 4. Content popularity 5. Type of account posting the content
Engaging in influencer marketing:
1. identify influencers 2. engage the influencers to assess a brand 3. Help the influencer stay FTC-complaint
Twitter ad types
The most common ad on Twitter is the promoted Tweet, which shows up in users' feeds. - A unique feature of the Twitter advertising platform is Quick Promote, an advertising function that only requires the advertiser to specify the tweet to be promoted and the budget. -Advertisers on Twitter can target users by geography, gender, interests, device, or similarity to current followers.
Youtube Algorithm
The most reliable path to generating earned media views on YouTube is not to create a viral video but to create many engaging videos, even if none of them is a runaway success. - YouTube's recommendation algorithm (which determines the videos it recommends to users on the home screen and elsewhere) is based on a YouTube channel's overall volume of viewership and its engagement metrics. The best way to generate a large volume of views from users is to create a large volume of videos for them to view
Advertising on Snapchat
The most straightforward and easily implemented advertising option on Snapchat is a Snap Ad. A Snap ad is a full-screen vertical video that appears between Stories or between snaps within a Story. - In addition to Snap Ads, Snapchat offers collection ads, story ads, AR lenses, filters, and commercials.
In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency)? a. mobile application download suggestions and financial advice b. news articles and event notices c. posts from Liked pages and actions from friends d. Live video and pre-recorded video
c. posts from Liked pages and actions from friends
On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information? a. The Twitter app hacks this information from other apps on the user's phone b. Twitter users voluntarily provide this information when they register with Twitter c. Twitter partners with governments to access this information from census data d. Twitter has partnered with third party data providers to access this information
d. Twitter has partnered with third party data providers to access this information
