Weekly Digital Breakdown – 7.10.20
Weekly Digital Breakdown
Jul 10
Instagram Makes Shopping More Accessible
As Facebook’s works to turn social media profiles into digital storefronts with Facebook Shops, Instagram is also looking to help brands and users browse and buy products without leaving their app. To do so, Instagram is testing replacing the Activity tab with a Shop tab with the eventual plans of a global roll-out.
Instagram shopping was previously found under the Explore section but will now be more easily visible and accessible, driving users to utilize it more often. The Shop tab will be customized with products from only brands the user follows and will allow for purchases without leaving the app. Instagram Shopping will still be accessible through the Explore section but it will offer a wider variety of products and retailers with the option to filter by category and will not be limited to only those that offer in-app purchasing.
Testing is underway to determine how users prefer to shop prior to the official launch. Instagram will closely monitor traffic and conversions in order to help promote its ecommerce efforts.
https://techcrunch.com/2020/07/07/instagram-swaps-out-its-activity-tab-for-shop-in-new-global-test/
Google Tests Ads With Local Business Listings
Google is once again testing the inclusion of third party ads alongside local business profiles to diversity ad revenue. However, businesses will have no say no to if or what ads can appear next to their profile.
While the ads appear to show relevant content to the business type, there is concern that this could cause users to be redirected to the business in the ad, rather than the company from the original search, and actually hurt businesses.
The addition is currently a pilot program but is being tested for a possible larger rollout. However, many companies who use the Google My Business tools have previously expressed their concern with the attempt to monetize their listing in an April 2019 survey, especially since ad profits would go directly to Google.
Wonder Woman 1984 Works With the Red Cross to Help Those In Need
Warner Bros. has teamed up for action with the Red Cross in its latest promotional efforts for the upcoming movie, Wonder Woman 1984. The cause-driven campaign not only helps the movie align with the nonprofit during a time when so many are in need, but it also urges people to donate blood as the Red Cross is facing a shortage of donors due to COVID-19 limitations.
In addition to making a donation, the promotion encourages people to download the Red Cross mobile app to expedite the check-in process at donation centers. Appointments can also be scheduled with voice commands by enabling the Blood Donor Skill on any Alexa-enabled Echo device. The nonprofit is hoping the ease of use will encourage ongoing support of their efforts.
During the month of July, donors will be eligible for a chance to win a prop replica package that includes a golden lasso and gauntlets like those featured in the upcoming movie. Those that participate prior to July 8 will also receive an exclusive “Wonder Woman 1984” t-shirt while supplies last.
The collaboration hopes to entice younger audiences to get involved, especially those who favor brands that support social causes.
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