Ads Coming to IGTV: What It Means for Marketers and Creators

  • February 15, 2020
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Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.

On this week’s Social Media Marketing Talk Show, we explore Instagram’s upcoming monetization program for IGTV and updated tools with special guest, Jenn Herman. We’ll also discuss Pinterest’s soaring revenues in 2019 and look ahead to what’s to come on the platform this year with special guest, Alisa Meredith.

Listen to the replay of this week’s show below. You can also hear the show as an audio podcast on iTunes/Apple Podcast, Android, Google Play, Stitcher, and RSS.

Watch the replay of this week’s show below.

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About Our Special Guests

  • Jenn Herman is an Instagram-loving writer, speaker, and social media consultant. You can learn more from her at her site, Jenn’s Trends.
  • Alisa Meredith is a speaker and teacher on Pinterest and promoted pins. She’s the owner of Marketing with Visuals and the Pinterest product specialist at Tailwind.

Use the timestamps below to fast-forward to our top stories in the replay above.

  • 3:04 Instagram Experiments With New Monetization Program for IGTV Creators
  • 13:58 Instagram Announces New Feature to Clean Up Following Lists
  • 20:44 Instagram Developing Video Trimming Tool for Stories
  • 23:11 Instagram Allows Users to Respond to Stories With Giphy GIFs
  • 27:41 FTC Cracks Down on Influencer Marketing on Instagram, YouTube, and TikTok
  • 38:49 Pinterest Reports Better Than Expected Q4 2019 Growth and Momentum of Pinterest Shopping Ads
  • 48:58 Pinterest Adds New AR “Try On” Feature for Cosmetic Brands

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Instagram Experiments With New Monetization Program for IGTV Creators: Instagram is internally “exploring” the idea of rolling out a new monetization program for IGTV creators. The prototype Instagram Partner Program will allow creators to generate earnings from their IGTV videos by showing short ads and hopefully inspire more high-quality content on the platform.

Instagram Announces New Feature to Clean Up Following Lists: Instagram rolled out two new category listings within the Following tab that enable users to see which accounts they’ve interacted with the least within the past 90 days and which accounts have shown up the most by Instagram’s algorithm. This new tool is easy to access right under the Following tab on your profile.

Instagram Developing Video Trimming Tool for Stories: Instagram is working on a new video trimming feature that makes it easier to edit and upload Stories clips within the app. This new video editing tool provides a built-in video slider trimming tool that’s available on many other platforms and appears fairly straightforward to use.

The video trimming tool was discovered and shared by technology blogger and app researcher Jane Manchun Wong. Instagram hasn’t confirmed any details about this possible new feature or when it’s expected to launch publicly.

Instagram Allows Users to Respond to Stories With Giphy GIFs: Instagram users with the latest version of the app now have a new way to engage with stories. To respond to a story with a GIF, start typing a reply in the text box and the icon will change to GIFs.

FTC Cracks Down on Influencer Marketing on Instagram, YouTube, and TikTok: According to a statement released by the Federal Trade Commission this week, undisclosed influencer marketing posts on social media should trigger financial penalties. The document specifically identifies Facebook’s Instagram and Google’s YouTube as “major vehicles for influencer marketing campaigns,” with TikTok also growing rapidly to compete in this field.

The FTC plans to codify what constitutes incentivized endorsement, formally demand social media platforms to implement policies and features for disclosure, and require that influencer marketing contracts specifically outline terms of disclosure.

Pinterest Reports Better Than Expected Q4 2019 Growth and Momentum of Pinterest Shopping Ads: Pinterest reported revenues reaching $400 million for Q4 2019, growing 46% year-over-year and exceeding analysts’ forecasts. Annual revenue surpassed $1 billion to reach $1.14 billion, an increase of 51% over 2018.

Pinterest CEO Ben Silbermann credits the company’s impressive year to the platform’s investment in “properly implemented measurement tools” and revenue from feed-based Shopping ads, which more than doubled compared to the first half of the year. Pinterest also reports that monthly advertisers buying those ads grew by 125% in 2019.

Pinterest Adds New AR “Try On” Feature for Cosmetic Brands: Pinterest launched Try On, a new augmented reality feature powered by Lens that enables users to virtually shop and experiment with various lipstick shades on mobile. Try On is currently only available for select products from a handful of cosmetic brands but could become “a big grab for beauty retailers looking to connect with online customers in more interactive ways.” The feature builds on Pinterest’s efforts to create a more inclusive platform.

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