Throughout July, Instagram introduced ads on Reels and Pinterest became certified by Trustworthy Accountability Group (TAG). Social media apps weren’t the only platforms to introduce new updates this month, though. Microsoft recently launched multimedia ads, while Google delayed the phase-out of third-party cookies. Learn more about the latest updates in our industry roundup below!
This month, Instagram announced it is launching advertisements on Reels. The platform has previously tested this feature in India, Brazil, Germany, and Australia, and is now expanding to more countries. Advertisements will be up to 30 seconds in length and loop, giving users plenty of time to interact. The amount of time users spend on the app will impact the amount of ads they will see in their timeline. With video content consumption at an all-time high, this update should drive Instagram’s e-commerce sales.
In an attempt to combat any online scams, Pinterest recently became certified by the Trustworthy Accountability Group (TAG). This certification positions Pinterest as a safe place for brand advertisements, demonstrating their dedication to their consumers and brands. This certification was a necessary step since Pinterest is a key platform for product discovery. 91% of Pinterest users say they see the platform as a positive place and this number will only increase thanks to TAG.
The immense popularity of TikTok has forced many platforms to adjust their strategy. Similar to the short-video form offered on TikTok, YouTube’s Shorts feature is quickly picking up speed. At the end of 2020, Shorts had an average of 3.5 billion daily users and has almost doubled in the past year. Although it is currently only available in certain countries, YouTube will continue to expand the app to keep up with the short-form content demand.
Microsoft recently introduced Multimedia Ads, an added visual element for advertisers. Here’s how it works: advertisers upload images, headlines, and copy to the platform and machine learning adjusts the advertisement to perfectly fit each search or query. The update gives users 7 days to accept or dismiss recommendations made by the Beta before the ads are automatically published. This new visual feature provides brands with more flexibility while drawing more eyes to their advertisements.
Earlier this year, Google announced that it would discontinue the use of third-party cookies on Chrome. The company hoped to phase out cookies entirely by the end of 2021 but has delayed it to the end of 2023. After Apple’s announcement to restrict third-party cookies on their devices, brands and businesses are quickly adjusting their strategies. Eliminating third-party cookies is a great step toward user privacy, but could be detrimental to brands. Without third-party cookies, brands will not be able to track their demographics as easily and will have to incorporate new strategies, like identity graphs, to better target their customers.