Digital Minute - May 5, 2019
The following is a transcription of the Tailwind Flash Briefing published May 5, 2019. To listen activate through the Amazon Alexa Skill store.
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Tailwind Digital Minute Flash Briefing for May 5, 2019
From Tailwind in Tempe, Arizona, it's the week of May 5 and this is your Digital Minute. I'm Ryan Gudmundson.
Facebook Beefing Up Messenger Tools for Business
Last week, Facebook hosted their annual F8 developer conference on Tuesday. Among a mix of multiple new product updates including dating features, application redesigns, and a new found focus on groups and events, messenger changes in the up and coming future made some of the biggest headlines. In efforts to appeal more towards businesses and digital marketers, lead acquisition forms should be making their way to chat and messenger applications fairly soon. Tailwind's Andrew Karlovsky shares his thoughts.
"In the short term, I think it's going to be relatively hard to monetize. It's all about getting in front of people and providing the best experience possible. But I can see as Facebook keeps developing this platform and tries to keep it as enclosed as possible and get on as many platforms as possible now that they're launching a Windows and Mac app. I can see them integrating it into their Oculus VR headsets trying to spread chat into other digital platforms and from there, trying to find ways to, kinda start tracking people within that system because now that we have lead forms, now that we have arbitrary code and chat bots that can execute within the Facebook Messenger, theres the opportunity for tracking. Theres the opportunity for identifying individuals and creating things like retargeting audiences."
... and as we talk more and more about voice, chat as it relates to text may at some point turn to chat as it relates to vocal conversations. Who knows what the typical awareness based content play may be in a few years but I suspect at some point, the idea of having a literal conversation with a brand will become much more prevalent.
Instagram Adding Influencers Into the Shopping Mix
In the social shopping space, Instagram has announced the decision to begin testing influencer shoppable CTA buttons and experiences. Already available for many large brands and retailers, top influencers today may be able to earn a few more dollars through the social network's venture into affiliate based advertising. While it may sound great, the idea may not be prone to 100% success. Tailwind's Priscilla Plazola explains what makes influencer marketing work to begin with.
"The reason people choose to advertise with influencers or have their products promoted by influencers is because, ideally they are more authentic. People can relate more to a person than a corporation. And again thats the whole point of promoting products through influencers. Being able to shop online with their content takes away from that authenticity - people are already thrown off with.. like if you take a look at their text and they have #ad at the end, that already throws people off. Or even just Promoted at the top. So imagine just clicking on it expecting to go to a landing page or something more authentic. It's directing you to this Checkout box which kind of throws off the experience."
Back here at Tailwind, this is where we are most interested in seeing the results of these changes. Those moments in time where the expectation doesn't meet reality, users may either accept or be turned off of core application updates.
Podcast Ad Spending Expected to Grow
Finally, advertising research firm WARC estimates podcasting ad spending to double to $1.6 billion by 2022. In a figure representing 4.5% of all global audio ad spending, it seems brands and advertisers are catching on to the idea that people are relying more and more on podcasts to get their daily news and entertainment.
While podcast based ads may be on a steady climb over the next few years, the study also claims listeners are more prone to accept advertising, as they understand it supports the content and ultimately their favorite podcasts and shows.
What does this mean for publishers? Potentially a new stream of revenue. While YouTube continues to be a primary money source for content creators in the visual sense, radio types and audiophiles may soon get their turn at bat with a slough of ad networks and podcasting platforms ready to match shows up with targeted ad buys. We're definitely excited to see where this space begins to flourish as we continue to focus on leveraging the space here at Tailwind.
.. and with that said, that about covers it for this weeks edition of the Digital Minute. To learn more about some of the topics we've covered today, join us over at FindYourTailwind.com/blog for a full transcription of the Digital Minute as well as links to further resources and information. Until next week, I'm Ryan Gudmundson.
Be sure to check out last weeks edition of the Digital Minute.
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