Digital Marketing This Week – Instagram launches Shopping in Stories, Pinterest opens API and much more
1. YouTube gives more creators option to monetize channels
Channel Memberships, a program that lets creators offer a $4.99 monthly subscription fee, is now available to channels with 50,000 subscribers. YouTube is dropping the number of required subscribers for access to Channel Memberships to 50,000, a reversal from the 100,000 threshold it set in June.
2. Pinterest opens API to give brands more insights on influencer campaigns
Pinterest is expanding its Marketing Partners program to include third-party influencer marketing platforms, starting with eight third-party solutions. The selected influencer platforms will gain access to Pinterest’s content marketing API to see performance data around influencer campaigns. Marketers will be able to identify and connect with influencers that best represent their brands, as well as track performance metrics for influencer marketing campaigns.
3. Amazon now 3rd-biggest digital ad seller in US
Amazon is still far behind Google and Facebook, but its advertising business is expected to keep skyrocketing. Amazon is set to bring in $4.61 billion from digital advertising this year, according to a new estimate from eMarketer. That only represents 4.1 percent of US digital ad spending. In surpassing Oath and Microsoft, Amazon is now the front-runner to challenge Facebook and Google.
4. Twitter finally brings back chronological timelines
Now that users can opt-out of the algorithm, the question for advertisers will be how it impacts their visibility on the platform. In 2016, Twitter changed its algorithm so that the timeline would display tweets it determined were most relevant based on a user’s actions. On Monday, the company announced it would soon be giving users the option to go back to a timeline that displayed tweets in reverse chronological order.
The question for advertisers is whether or not users will remain engaged with content on the platform as they opt out of Twitter’s algorithm that shows content it has determined most relevant.
5. Instagram rolls out Shopping in Stories globally
After testing Shopping in Stories with a select number of e-commerce brands in June, the company is expanding the e-commerce feature globally. Instagram is expanding Shopping in Stories globally and launching a Shopping channel in its Explore tab. Since it began testing the Shopping Bag icon in Stories this past June with a limited number of e-commerce brands, the company reports more than 90 million accounts per month have tapped on the shopping bag tag used in posts. The newly released Shopping channel in Explore offers a unique space where consumers will be able to find products from the brands they follow and discover new brands.
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