Search PartyRaise your hand if you use Twitter like a search engine (aka, you hop on the app to see what people are saying about a certain topic). With the introduction of Search Keyword Ads, marketers can now capitalize on this phenomenon by ensuring their ads pop up in response to specific keyword searches. For instance, a financial services company might set its ads to show up in Promoted Tweets when a user searches the terms online bank or credit card.
Advertisers already had a similar option in Keyword Ads, but Search Keyword Ads only reach people who are searching for targeted terms, which indicates they’re more likely to take action. A beta test of the new feature is currently being rolled out to all advertisers.
Follow Our LeadWant to level up your business Instagram account? The new Lead Form option allows you to collect important data from potential clients visiting your profile and better engage with users in the app. You have the choice of a standard data collection CTA, or you can add custom questions with multiple-choice or short-answer responses.
If your business has an Instagram business account, it’s worth checking to see if you have access to Lead Forms. While it’s not yet listed on IG’s official list of Action Buttons, many users are seeing the Lead Form option in this testing phase. To see if your account has access, click on Edit Profile. Under Public Business Information, you’ll see Action Buttons. If you’re ready to get started, select Add Lead Form.
This new feature has great potential for businesses, allowing them to more easily (and transparently) gather useful information from profile visitors. Consider starting small with questions like how they heard about your brand and contact details. With this audience insight, you can improve customer segmentation and make better planning decisions.
Experiment with the feature to explore its possibilities. The more data you can glean from your audience, the better you can utilize it to inform your marketing strategy. TL;DR: Instagram is introducing a Lead Form Action Button, which presents brands with another opportunity to gather informative audience data.
What Lit Us Up
You(Tube) Have Access to Excess Educational OpportunitiesIt’s time to hit the books, Study Hall is in session at YouTube. Known for their educational channel Crash Course, brothers John and Hank Green are collaborating with the video-sharing platform and Arizona State University (ASU) to eradicate common barriers to education such as cost, scheduling and location with the launch of the Study Hall video series.
The content helps students navigate the college experience and includes many fundamental first-year college courses such as English Composition, College Math, U.S. History, and Human Communications. And this year, it will give users the ability to earn college credit through Study Hall. Course content will be free, but viewers will have to pay a fee of $25 if they’d like full access. And for $400, students can then earn transferable credit at institutions that accept ASU credit. But get this — you don’t pay a dime until you think your grade is fine.
Study Hall is an excellent example of the power of collaboration. Although these three entities are distinct from each other, they bring together the on-brand components of distinct storytelling, an enduring, well-structured online program, and the reach of a massive platform to revolutionize educational opportunities for the better.
As barriers to education persist, Study Hall demonstrates a unique and innovative solution to this complex problem. YouTube, ASU, and the Green brothers are all promoting the series on their different social channels, exponentially expanding its reach and illustrating the value of leaning on your collaborators’ audience and strengths to amplify your message.
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