SO Tuesday: 9th June 2015


Abbey Torrance and Hewie Dalrymple round up the best social and mobile news from the past week.

Abbey Torrance Abbey Torrance Digital Manager Carat social media social media news marketing news mobile news tech trends

Pinterest Includes Buy Button

Pinterest has joined other social networks by introducing a buy button, enabling users to purchase items with Apple pay or a credit card. The introduction of this capability enhances the user journey, as users will now be able to make purchases without having to leave the site, or app. This will increase the amount of time spent engaging with the social network.

If an item can be purchased there will be a blue ‘buy’ button at the top right-hand corner of the screen. Users will be able to narrow their searches by scrolling up and down to set their preferred price and also see a range of colours available.

The company says that millions of products will be available straight away from its initial brand partners, which include the likes of Macy’s and Nordstrom.

Click here to watch Pinterest’s promotional video of the new buy button in action.

Google Integrates Tweets into Search Results

Google has teamed up with Twitter to pair both organisations expertise in search and real-time content to incorporate relevant tweets within search rankings.

Users searching in English via IOS and Android in the US will see tweets relating to the search term they have entered.

By tapping on displayed tweets users will be directed straight to the Twitter feed itself from where they can view the original tweet or browse for additional discussions.

Although a date has yet to be set, it is expected to roll out on desktop and in the UK over the coming months.

It will be interesting to see where the tweets appear on the search results page and how this will affect search optimisation. Brands will need to be aware that this could push more search results below the fold, potentially having a considerable impact on organic traffic to site.

Instagram updates: ‘action-orientated’ formats and more targeting capabilities

Instagram Ads have been running for over a year and half, giving them lots of learnings and insights in order to better their offering. ‘Across more than 475 campaigns…ad recall from sponsored posts on Instagram was 2.9x higher than Nielsen’s norms for online advertising’.

In their business blog, Instagram has announced two key developments for brands to take note.

Firstly they are launching ‘Shop Now’, ‘Install Now’, ‘Sign up’, ‘Learn More’ formats which will really bring Instagram towards being an action driver for brands. They have yet to release how this will be bought, whether it will be able to be treated as a direct response (DR) platform, where you can buy on a cost per click or cost per action basis.

Secondly they have really upped their targeting capabilities, making the most of the massive Facebook data that they can use to really inform their targeting for advertisers. Advertisers will be able to ‘reach people not just because of their age, location and gender, but because of the people, places and things they love’. This will add interest targeting layered on top of demographic which will be really powerful on a platform like Instagram.

Thirdly, so that Instagram doesn’t squeeze out small businesses, they are ‘working to make Instagram advertising available through Instagram Ads API and Facebook ad buying interfaces over the coming months’.

These new opportunities are being brought to agencies and will be expanded globally throughout the year.

Tweeting Potholes in Panama City

The state of the roads in Panama City had been driving the residents crazy. But they no longer need to worry about writing those complaint letters to the council. P4 Ogilvy & Mather have developed devices that are placed in potholes that tweet messages of complaint to the Twitter account of the Department of Public Works when vehicles drive over them. Have a look on the @Elhuecotwitero Twitter page, (an understanding of Spanish is advised).

Watch this video summarising the project.

Google’s ‘Project Soli’

Developed by Google’s ‘Advanced Technology and Projects’ group over ten months, Project Soli is a technology which has been minimised to fit into a tiny chip ‘that’s almost as small as a fingernail’ that involves using a radar to ‘track to the precise, micro-motions made by human hands’.

This technology could mean that you can use your digital devices without having to physically touch them. The chip could be embedded into devices, for instance wearable technology like smart watches. You could potentially ‘change the time on a smartwawtch by the twisting and turning motion of your fingers on an imaginary dial, without actually touching the device.

Watch the video to see how it works.

An AutoPlay Ad that is best with no sound

This is a brilliant campaign from showing that they have really cottoned onto the fact that most people don’t have audio when watching Facebook video and are having fun with the ‘silence of autoplay’.

Watch here and here for the two ads. This is definitely something that should be brought to your creative agencies to consider for future social activity.

YouTube’s Ad of the Decade

For their 10th anniversary the public has declared their best ads of the decade.

Click here to see the top five.

Abbey Torrance Abbey Torrance Digital Manager Carat social media social media news marketing news mobile news tech trends
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